Routing OutboundSync leads using a single webhook and HubSpot workflows

Once you have successfully connected OutboundSync to your Hubspot portal, it's time to review your webhooks and lead routing.

Leads can be routed either "downstream" with a single Smartlead webhook using workflow logic in HubSpot. Or they can be routed "upstream" with distinct webhooks applied to each campaign in Smartlead. 

In this article, we will talk about using a single webhook across all your Smartlead campaigns to handle lead routing inside of HubSpot. The downstream approach.

Creating enrollment triggers

Access your HubSpot portal and go to Workflows. In the following example, we will route all replies. However you can also route based on other criteria, such as:

• Sequence Number
• Campaign Name
• Campaign ID

These would allow you to route leads under more specific circumstances, like across a geographic territory, industry vertical, or type of campaign to include omnichannel outreach.

Create a contact-based workflow

We're going to create a contact-based workflow to route the newly created contacts to the right person in your HubSpot account.

Click set up triggers and select filter criteria

Now, we need to trigger or initiate the workflow. Go to set up the triggers and select When filter criteria is met.

Select or search for OutboundSync triggers

Search for OutboundSync (or scroll down to integration filters).

Select or search for Reply Properties

Select or search for the OutboundSync: Email Reply Properties option.

Select or search for Occurred

Select is known

Select is known, this means any time a reply occurs, we will trigger this workflow. 

Close editor and save enrollment triggers

Now that we have this trigger defined, we need to close the editor and save it so it's applied.

Enable re-enrollment

Finally, let's enable re-enrollment in case subsequent replies come through on a given contact. This would be a case where you have a contact in multiple campaigns that might generate replies. 

Click won't re-enroll, enable re-enrollment, and then save the enrollment trigger update.

Determining routing criteria

Once you have set your initial workflow filters, the next step is to determine how you will route leads to your sales representatives.

Consider the following questions:

• When should leads be routed? Is it based on a specific action they take?
• Should leads be routed based on specific criteria?
• Do you have a consistent naming convention for your connected domains and email accounts that maps with your organizational chart in HubSpot? 

By answering these questions, you can effectively plan and structure your workflow.

Once you have clearly defined your questions, it becomes easier to strategize and organize your workflow.

Routing based on sending account

In this example, our aim was to direct leads to the appropriate sales representatives based on the initial sending account in our SmartLead sequence.

To achieve this, we had three different sequences in the campaign, each sent from a different representative. The objective was to assign leads from each sequence to their respective sales rep.

After applying your filters, you can create a branch in your workflow to further customize the routing of leads. In the example provided, the branch filters are as follows:

If an OutboundSync email is sent and the sender's email contains the name of the representative (e.g. john@, doe@, johndoe@). 

OR

If the first OutboundSync email sent has the "From Name" on the email matching the name of the representative. (e.g. John Doe)

Once these criteria are met, you can proceed to assign the lead to the appropriate sales representative using the "Set property value" filter within the branch.

Simply select the sales rep who should be assigned to that lead.

Defining routing actions

Once the criteria are met, the next step is to assign the lead to the appropriate sales representative using a "Set property value" filter. 

Within your branch, choose the sales rep who should be assigned to that lead.

Other use cases and workflow actions

There are many other potential workflow actions you can take from here.

For example, you could auto-enroll contacts in a sequence, send Slack notifications, create tasks for phone calls or LinkedIn, and much more.

Because OutboundSync surfaces so any data points, you can set different workflow actions for different campaigns, territories, campaign names, and more.