Using HubSpot together with TwentyThree

Video is a powerful tool in marketing automation and lead scoring, since engagement and actions can be measured directly. Videos, live events and webinars are also a really effective way to identify visitors as qualified leads.

The Audience and Collector features in TwentyThree are built exactly for this purpose. Using the product you will be able to convert, track and follow viewers of your videos directly from TwentyThree.

When you connect your HubSpot account to TwentyThree, all the information becomes available within HubSpot as well: Contact information, viewer data, video engagement scores and more.

In addition, contact information is synced between TwentyThree and HubSpot. This means that contacts from HubSpot will automatically be available in Audience and that you won't need to ask for lead information twice.

What is HubSpot? And how does it work with TwentyThree?

HubSpot is a marketing automation system and CRM system. It is used by marketing and sales teams to work with contacts and leads. This is done by tracking online activity and using calls-to-action to convert visitors into named contacts. From here, marketing outreach may be automated or the sales team may use contact information in the sales process.

When TwentyThree and HubSpot are connected, information about contacts and their activity is shared between the two products.

The integration is built with what we call two-way sync, which has two major benefits:

• First, contact information and detailed video usage information from TwentyThree is made available directly in HubSpot -- where this can be used for lead scoring, email campaigns, lead creation and much more.
• Second, TwentyThree will automatically detect if a contact already exists in HubSpot -- and then reuse that information without asking visitors to identify again. This ensures a great user experience and the best possible data foundation for your video marketing.

Connecting to HubSpot

To connect, click the HubSpot icon in the Connect section of TwentyThree. After this you'll be asked to log into HubSpot and authenticate access. When this is done, click the Save connection button. That's it!

In order for account and profile information to be synced automatically, we recommend that TwentyThree is set up to run from a subdomain to main site domain. Also, the TwentyThree domain should be added to the list of domains in HubSpot. This is done under Settings → Reports & Analytics Tracking → Advanced Tracking.

Two-way sync of contact information

With the connection in place, contact information will be synchronized between HubSpot and TwentyThree. This means that you can use collectors in TwentyThree to convert viewers into leads:

When a video is played by a contact already in HubSpot, the profile information will also be available when using Audience in TwentyThree. This also means that already identified/known contacts will not be subject to gating in videos, webinars and live events -- and will not need to fill in information twice.

When a contact is updated in HubSpot, information such as name, email address, phone number and title will automatically be updated in Audience as well.

Video usage information in HubSpot

TwentyThree collects individual viewer information and calculated video usage -- such as the number of videos played and the total video engagement minutes for that contact. The tracking will also calculate a video engagement score between 0 and 100 based on the interaction.

This information is automatically updated on the HubSpot profile:

• Number of videos played: Total play count of on demand and live video on TwentyThree.
• Number of videos visits: Total visits where video on TwentyThree was played.
• Total video playback: Total video playback duration in minutes, from TwentyThree.
• Video engagement score: Video engagement score (between 0 and 100) on TwentyThree.

See who's watching on the HubSpot timeline

When a viewer plays videos, webinar and live events from TwentyThree, detailed progress information is posted on the contact's timeline. This includes the video title and how much of the video was played. By clicking Show heatmap and video details a popup will present you with more details about exactly which parts of the video the viewer watched.

Similarly, the timeline is updated when a person converts by filling in a collector or signing up for a webinar. The event will show what video or webinar drove the conversion or signup; and the submitted information is included in the details.

If you want a clearer picture of a viewer's video activities, clicking on the Full video profile will present you with a popup containing all available Audience data on that specific profile directly in HubSpot, including heatmaps for every video the viewer has watched.

Sending videos through HubSpot

If you want to send a video to a contact, you can do so directly within HubSpot by using the Actions button in the TwentyThree module.

Clicking Send video presents you with a video picker, allowing you pick any video that has been uploaded to your TwentyThree site before writing a personal message to the recipient. The video you pick will be embedded in the email as an animated thumbnail, leading to the video's landing page once the recipient clicks on it. Furthermore, if you apply the Follow option before sending the email you'll be notified as soon as the recipient has watched the video.

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 Contacts → Lead Scoring in HubSpot and add positive and negative attributes.

For example, start by...

• Clicking "Add positive value" and choose 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 40".

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

How to: Segment HubSpot contacts based on videos watched

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

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

• Click the "New list" button.
• Click the "Name list" button to give the new list a name and verify that the list is a "Smart List".
• Chose the "Video view property" option and select "Video category"
• Write in the name of the category you want to use.

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

• Click the "New list" button.
• Click the "Name list" button to give the new list a name and verify that the list is a "Smart List".
• Chose the "Video view property" option and select "Video title"
• Write in the title of the video or videos you want to include.

How to: Segment HubSpot 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.

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

• Click the "New list" button.
• Click the "Name list" button to give the new list a name and verify that the list is a "Smart List".
• Chose the "Contact property" option and select "Number of videos played".
• Set the filter to use "is greater than or equal to 3".

There are a lot of opportunities to use leads scoring and smart lists to work with leads based on video data. See the full list of available contact properties and events below.

Reference and overview of data

The TwentyThree connection to HubSpot creates and forwards five different kinds of data:

1. Core contact properties

• Email: The email address of the contact as filled into a collector or sign-up.
• First name: The first name of the contact as filled into a collector or sign-up.
• Last name: The last name of the contact as filled into a collector or sign-up.
• Company name: The company of the contact as filled into a collector or sign-up.
• Title: The title or job position of the contact as filled into a collector or sign-up.
• Phone: The phone number of the contact as filled into a collector or sign-up.
• Explicit data opt-in on TwentyThree: The data opt-in of the contact as filled into a collector or sign-up. "true" means that the user has been asked and has checked the checkbox. "false" means asked, but didn't check the box. Empty means not asked.
• Explicit marketing opt-in on TwentyThree: The marketing opt-in of the contact as filled into a collector or sign-up. "true" means that the user has been asked and has checked the checkbox. "false" means asked, but didn't check the box. Empty means not asked.

2. Video contact properties

When videos, webinars or live events are played, updated aggregates of the total video usage is updated on the contact's properties.

• Number of videos played: Total play count of on demand and live video on TwentyThree.
• Number of video playback visits: Total visits where video on TwentyThree was played.
• Total video playback time: Total video playback duration in minutes, from TwentyThree.
• Video engagement score: Video engagement score on TwentyThree between 0 and 100.

3. Timeline events about video playback

When videos, webinars or live events are played, information about the play and interaction is posted on the contacts timeline.

• Video title: The title of the video being played.
• Video link: A link to the playing video.
• Video category: The category of the video being played.
• Video tags: A comma-separated list of tags on the video.
• Is live event: Indication of whether this is a live stream or not (0/1)
• Video duration (timestamp): The formatted duration of the video.
• Video duration (seconds): The duration of the video in seconds.
• Video watched (timestamp): How much of the video the viewer watched, formatted for display.
• Video watched (percentage): The percentage of the full video watched by the contact.
• Video watched (seconds): Number of seconds watched by the viewer.
• Identifier for video or live event: The photo_id or live_id from TwentyThree,
• Identifier on TwentyThree: A UUID that may be used to look up the contact within TwentyThree.

4. Timeline events about collectors

When a collector is submitted, information from the form is posted on the contact timeline with info about the content triggering the conversion.

• Email: The email address of the contact as filled into a collector or sign-up.
• First name: The first name of the contact as filled into a collector or sign-up.
• Last name: The last name of the contact as filled into a collector or sign-up.
• Company name: The company of the contact as filled into a collector or sign-up.
• Title: The title or job position of the contact as filled into a collector or sign-up.
• Phone: The phone number of the contact as filled into a collector or sign-up.
• Video title: The title of the video being played.
• Video link: A link to the playing video.
• Video category: The category of the video being played.
• Video tags: A comma-separated list of tags on the video.
• Is live event: Indication of whether this is a live stream or not (0/1)
• Identifier for video or live event: The photo_id or live_id from TwentyThree,
• Identifier on TwentyThree: A uuid that may be used to look up the contact within TwentyThree.

5. Timeline events about video call-to-action clicks

TwentyThree lets you easily create annotations or interactive action elements to your videos. These can be placed anywhere in the video and anywhere on the timeline. When such an action is clicked, this is recorded on HubSpot:

• Action type: The type of the call-to-action element that was clicked. This can be expanded with custom actions, but by default types will include text, image, product, video, ad, link, banner and html.
• Action ID: The unique identifier of the clicked call-to-action.
• Action name: The name of the action.
• Action text: The configured display text for the action.
• Action link: The link attached to the action
• Video title: The title of the video being played.
• Video link: A link to the playing video.
• Video category: The category of the video being played.
• Video tags: A comma-separated list of tags on the video.
• Video duration (timestamp): The formatted duration of the video.
• Video duration (seconds): The duration of the video in seconds.
• Video watched (timestamp): How much of the video had been watched when the action was clicked, formatted for display.
• Video watched (percentage): How much of the video had been watched when the action was clicked, formatted in percentage for the full duration.
• Video watched (seconds): Number of seconds watched by the viewer when the action was clicked.
• Identifier for video or live event: The photo_id or live_id from TwentyThree.
• Identifier on TwentyThree: A uuid that may be used to look up the contact within TwentyThree.

TwentyThree actions come with wealth of configuration options that enables detailed control. Along with this comes extra expert properties also available in HubSpot:

• Action start time: The configured start time of the call-to-action on the video timeline. This will range from 0 to 1 from start to finish of the video. If the action has been set up before the video plays the value is -1 -- and 2 for after the video is done.
• Action end time: The configured end time of the call-to-action on the video timeline.
• Action pause mode: The configured pause display setting for the call-to-action. This can be none by default or can be set as pause_playback or only_on_pause.
• Action link target: The link target attached to the action, can be _top or _new.
• Action product name: The product name for the action.
• Action product text: The product text for the action.
• Action ad URL: The ad URL configured for the action.