Enriching HubSpot with Clay (Part 3: Mobile phone numbers)

Welcome to the third part of our five-part series on enriching HubSpot using Clay! In this episode, we delve into the step-by-step process of fetching and validating phone numbers using multiple providers.

Learn how to integrate social profiles, format phone numbers for HubSpot, and create an efficient omni-channel outbound sequence.

This video shows one more future-proof oriented approach. We focused on maximizing odds of connection by discovering multiple numbers—with room to adapt later and make as much data available as possible, with a preference for quality vendors.

Don’t miss the insights on how to automate tasks and enhance outreach with both email and phone calls. Make sure to catch up on the first two parts to be able to do everything you see in this video.

And stay tuned for the final two videos, building up to tracking your contact’s job changes in HubSpot with Clay.

Transcript

Introduction and Series Overview

[00:00:00] Hello, and welcome to the third part in my five-part series about how to enrich HubSpot with clay. Now, there was a delay between the second and third part of this series, because I basically came up with a few different ways of doing this. And then I put confident, other idea, start over another idea, start over now.

[00:00:16] I really think that the way that I’ve landed is the most future-proof. And so I wanted to make sure to get it right and to share it because I suspect that there’s going to be a lot of changes in time as Clay adds to new providers. And as those providers, some of them get more accurate, others are proven to be less so. Things like phone validation through phone ready leads and other tools become more ubiquitous.

Recap of Previous Parts

[00:00:39] So before we jump in, I just want to remind you to go back to the first two parts of this series, if you haven’t seen them already. This video relies on things that were established in the earlier videos, how to use HubSpot lists, how to create lists or tables in clay, with HubSpot as a source. And de-duping based on the record ID in  HubSpot.

[00:01:00] So you need to understand those things. If you want to build on top of that progress and keep going here, please go back and watch that.

Final Deliverable and Future Plans

[00:01:07] And towards the end of the video, I’m going to show you, not only the providers that throughout the video, I’m gonna show you the providers and the enrichment process, which I think is pretty unique the way we did it here. But I’m also going to show you at the end, how you can integrate this with a full omni-channel outbound sequence with social, with phone all orchestrated through HubSpot and with those numbers in those social profiles, all populated into HubSpot.

[00:01:29] That’s the final deliverable for this video. And then keep in mind that we are moving towards the final release final video of the series of five on job changes. That feature is officially in public beta now in Clay. This social profile and other information that we’re building is going to be really useful. When we find that someone has changed their jobs.

Starting the Phone Number Enrichment Process

[00:01:48] But let’s get into this one, which is about phone numbers. We’ve got a list here. This is an active list and HubSpot, these are ones where there was no phone number left. So there’s actually not that many here. You’re going to find in the other videos, we had a lot more, in the beginning and then over time it wore down and I’ve got the contacts blurred here, but this is an example where we don’t have a mobile number. But we do have a social profile.

Using social Profiles for Phone Number Retrieval

[00:02:10] And the reason those are the filter criteria is because basically all the mobile providers are using social profile as their unique identifier.

[00:02:18] Now, I’ve got this blurred because there’s just tons of personal information here.

[00:02:21] I’m going to move over to a different view to walk you through the spreadsheet. But I just wanted to show you, this is real. This is populated. We’ve got 353 rows across quite a few different providers. And I’m going to walk you through that in a second, but just the data is here under this, under the surface, but. Let’s just focus on this view. Which is going to lay out the entire process inside of Clay.

[00:02:43] We’re starting with that import contacts. This is that list in HubSpot where we do not have a phone number, but we do have a social profile. And there are additional filters you can add to that list. You may not want to get phone numbers for everybody in your system. You may want to only get phone numbers [00:03:00] for leads that come in through outbound. Or you may want to get leads that hit MQL status or some other criteria that you might want to select for when you get a phone number.

Provider Prioritization and Data Formatting

[00:03:09] Now we go from our list, and using that social profile, to our providers. What I want to note here is that this is a very expensive way to do it. I am using basically every provider in Clay, I’m using six different providers to get phone numbers. I’m going to explain why in a second, but I’ve got them in order and I’ll show you the, the actual. Prioritized order that we’re using in the table itself. This isn’t the prioritized order. This is alphabetical order of the providers.

[00:03:35] We’re starting with Lead Magic. Then we go to Forager. Then we go to Datagma. People Data Labs. Nimbler and then Contact Out at the end. That’s the actual order of operations and we’re going to be merging numbers. In order. To get our first mobile number, starting with our highest quality provider, which is Lead Magic. And then going down the list. So basically for the first number we get, I will [00:04:00] take the first number I can find in the waterfall.

[00:04:02] In order to get the second number I’m going to use these results from all six of these providers and actually clean up format and put all six of those numbers into a combined cell. And then at the end, I’m going to say, Hey, get me a second number that does not match whatever results were returned from the first numbers. And so this is going to give me two numbers in HubSpot that I can call.

[00:04:25] I think this is a great hedge for issues with potential accuracy or phone validation, because in my experience I’ve been using this, I’ve been dialing numbers. I have yet to find a situation where both numbers were incorrect. And because I’m prioritizing the highest quality vendors. A lot of times they agree with each other. And that first number that I call is the right one.

[00:04:42] But if they don’t, the second number again is typically coming from a higher quality vendor before we get to the bottom of the waterfall. And it’s, this has been working very well for me. I am getting connects to the right numbers. Consistently.

[00:04:54] So some of these providers are providing numbers that are ready for HubSpot immediately. Like Forager does. And People Data [00:05:00] Labs, others like Lead Magic, I just had to put a plus sign on the front of the number. I can just show you what that looks like.

[00:05:06] as long as there is a number there, we’re putting a plus sign before it, because that’s the way that HubSpot is going to want that number to be formatted. Datagma we’re gonna combine the country code. And the number itself, and then throw that plus sign in there.

[00:05:18] That’s an interesting one. I think, especially. Those numbers are varied in terms of how they’re formatted. They’re not consistently formatted. So what we’re doing to get a consistent number, out of Contact Out is that we’re actually running a GPT prompt. Now I’m going to scroll through this so you can pause in the video, but I’ve got the formatting standard from HubSpot’s actual knowledge base about how they want phone numbers to be formatted.

[00:05:44] And so I’m feeding this into a GPT prompt. I’m giving it that contact outnumber. And then as an output, I’m getting a clean formatted, HubSpot ready number. And I am using these numbers, these consistently formatted numbers to ultimately [00:06:00] find a first number and then a next unique number, because they’re all going to have identical formatting. With the plus and no dashes, no spaces, no parentheses, nothing unusual. And that allows me to get a second number. And then it’s those two numbers that I push over to HubSpot through this enrichment column at the end of the table.

Integrating with HubSpot

[00:06:19] Now, if you’re not paying for. And that’s where that drives over here. Right? And I’ll just show you this really quick. So if you’re not paying for the Clay edition where you’ve got, um, hubSpot enrichment. You can do this through an HTTP API call as well. But obviously. If you’re using HubSpot, you’re a HubSpot power user. I would encourage you to think about paying for the Clay tier that makes us easy. Um, so that’s what we’re doing here. And let me just show what it looks like inside of HubSpot itself.

[00:06:52] Um, so this is an example of a contact record, and this is what those numbers look like when they push the HubSpot.

[00:06:59] I just want [00:07:00] to underscore that. As a sales rep, I am doing nothing. These numbers are being added for me. Dynamically. Checking multiple providers and being pushed directly into the record directly into this view here on the left side of the screen, on the left column. And as a rep, I’ll have to do is hit the, hit the call button in HubSpot, and I can get on the phone with these contacts and if the first number isn’t good, I’ve worked down to the second one and hopefully the second one is good. This is all happening behind the scenes.

[00:07:30] And I just want to show you these example lists that we’ve got here. So we had, outbound campaigns that we’ve sent the test campaign. We’ve got 108 emails that we sent out. And of those, we were to get able to get phone number matches for 86 of them. So that means that for 86, out of 108 contacts, we can now go omni-channel. And I want to show you what a workflow looks like there.

Workflow Automation and Task Creation

[00:07:53] So we’ve got an OutboundSync, email sent. The sequence number is one.

[00:07:57] In other words, that’s the first email in the sequence and we [00:08:00] can find a phone number. In that situation, we’re going to create a task to call that contacts. We’re going to delay for a day, and then we’re going to create a task to connect with them on social sales navigator. All in HubSpot, this campaign is running, these omni-channel tasks are being created for me.

[00:08:16] Now there’s other ways to do this. If you’re paying for sales hub, enterprise and HubSpot, you could auto enroll in a sequence, potentially, or you could just kind of pass the task over and then manually enroll in a sequence that would do these things.

[00:08:29] But frankly, I think that for us, for my use case workflows is pretty good way of doing this. It’s feeding these tasks into my task lists and these tasks are going to show up in the prospecting workspace in HubSpot. Which is great.

[00:08:43] And if I’m using the lead object, I can also have lead object. Um, Items objects created. Through workflows as well. Uh, when leads are identified as meeting that criteria, basically.

[00:08:57] So phone [00:09:00] number’s super-valuable. We are stitching across multiple providers. My goal is to have multiple at-bats or multiple opportunities to try to get in touch the person. So multiple numbers is okay.

[00:09:09] A future version, future state of this.

Future Enhancements and Conclusion

[00:09:12] Would involve creating properties in HubSpot and actually identifying which providers agreed that this was the right number. And then having a feedback loop where we can, we can track accuracy of those providers over time, and then ourselves change the order of these providers inside of clay, based on the ones that we find to be more accurate.

[00:09:33] And if a new provider’s introduced, we can change this clay table to put them into the stack and we could remove inaccurate ones.

[00:09:40] So I would say this is a really good version one for what I need for my requirements. This is totally getting the job done right now.

[00:09:47] For larger organizations with more data, higher standards of data accuracy and things like that. There is a version of this that you can grow into where you’ve got that monitoring and tracking of accuracy [00:10:00] by vendor. And, and then over time dynamically adjusting where you’re getting that data from.

[00:10:07] I think it’s going to be super useful for folks who are looking to phones, thinking about phones, especially inbound to you. Don’t just have to be doing scaled cold up on campaigns. Getting in touch with your inbound leads via phone via social is really valuable if just because they fill out a form doesn’t mean they necessarily want to hear back via email. So I’m really excited to have this out.

[00:10:26] I’m would love for folks to poke holes in this and find other ways of doing this again. I’m optimizing for having as many opportunities to connect with them as possible. So I’m willing to spend more on credits. I’m willing to dial numbers twice if necessary. I’m willing to come back and change the providers to, um, You know, maximize my odds of success. So let me know what you think and really appreciate you watching. And I’ll see you in the next one.