Segment and score HubSpot contacts based on video activity

With the TwentyThree and HubSpot integration there is a rich opportunity to use both video and webinar activity to create lists, score contacts and set up workflows in HubSpot. Here you can find inspiration on how to use video activity to segment and score your HubSpot contacts.

How to: Use video to score leads in HubSpot

Data and events from video usage should be used as a significant factor in lead scoring (see the full reference of available data below). To do so, go to Settings → Properties (found in the left hand-sidebar) → search for and click on HubSpot score in HubSpot and add positive and negative attributes.

For example, start by...

• Clicking "Add positive value" and choosing to grant 5 points to matching contacts.

• Selecting "Contact property" and picking "Video engagement score" from the list.

• Set the filter to be "greater than or equal to 40".

Now, anyone with a video engagement score of 40 or higher (indicating significant engagement) will be given a higher lead score.

Segment HubSpot contacts based on TwentyThree activity

You can create lists and workflows for HubSpot contacts based on their engagement with your content on TwentyThree. Here, the most popular segmentation criteria will be listed.

Segment contacts based on videos watched

To segment users based on specific videos, create a new active list in HubSpot starting from Contacts → Lists.

For example, this can be done for contacts that watched videos in a certain category:

• Click the "Create List" button.

• Select the “Contact based” option and give your list a name. If you want the list to update with new contacts once they have watched the video, select “Active list” before clicking “Next”

• Click “Add Filter” and go the the “TwentyThree” option under “Integration filters”

• Select the “Video view properties” category and then the “Video category” property

• Write in the name of the category you want to use.

Or it can be done for contacts that watched specific videos:

• Click the "Create List" button.

• Select the “Contact based” option and give your list a name. If you want the list to update with new contacts once they have watched the video, select “Active list” before clicking “Next”

• Click “Add Filter” and go the the “TwentyThree” option under “Integration filters”

• Chose the "Video view properties" category and then the "Video title" property

• Write in the title of the video or videos you want to include.

Segment contacts based on total video usage

The same method can also be used to segment contacts by total video usage, for example how many videos were played; how many minutes of video have been watched; or by the aggregate video engagement score in TwentyThree.

To segment users based on video usage, create a new active list in HubSpot starting from Contacts → Lists.

For example, create a new segment of contacts that have watched 3 or more videos:

• Click the "Create List" button.

• Select the “Contact based” option and give your list a name. If you want the list to update with new contacts once they have watched the video, select “Active list” before clicking “Next”

• Choose the "Contact property" category and select the "Number of videos played" property.

• Set the filter to use "is greater than or equal to 3".