How to source lookalike accounts for every new closed-won account

Overview#

Double down on your sales success by identifying and integrating lookalike companies similar to your new closed-won accounts in HubSpot.

This guide will explain how to set up a workflow that triggers from a new closed-won account event in HubSpot, searches for lookalikes based on domain and specific keywords in Ocean.io, and enriches and integrates these accounts into your CRM.

Get started with Ocean.io in Cargo#

Step 1#

Receive new closed-won accounts from Hubspot

The CRM is a powerful tool to emit events whenever a condition is met. Accounts are marked closed-won in your CRM are the best approximation of your current ICP segment, similar companies to these accounts have a much higher chance of converting to future customers.

To begin, create a new workflow in Hubspot that sends a payload to Cargo when a new account is marked as closed-won. This event should automatically send account details, including the domain, to your Cargo workflow see here for details.

Step 2#

Search for lookalike companies

Once received, the payload containing website domains can be passed to the Ocean.io integration in order to search accounts that describe themselves in a similar way.

As the accuracy of the lookalike search will impact the quality of new leads found, Ocean.io allows the user to specify keywords that will ensure that only true lookalike are included in the resulting list.match your business needs. We recommend employing a custom column in Hubspot to supply relevant keywords for every closed-won account.

Step 3#

Enrich lookalike accounts for stakeholders

Using the website domains outputted by Ocean.io, use your favorite enrichment node to find stakeholders with relevant job titles (e.g., PeopleDataLabs, Waterfall.io are available to use with Cargo credits).

Additionally, each enrichment provider allows for the specification of additional filters (e.g., location, seniority) to refine the search further, ensuring only the right contact persona is returned.

Step 4#

Push new lookalike contacts to the CRM

Update your HubSpot CRM with the contacts found (Step 4) for the lookalike accounts (Step 3), ensuring each contact is updated with the required fields (e.g. first name, last name, email, job title, etc.)

It's also recommended to quickly check against existing contacts in the CRM and create a new one if absent to avoid duplicate outreach.

Step 5#

Push new contacts to a sales sequence

Once you have the stakeholders' emails from the step above, Cargo allows you to take individual actions for each contact retrieved. Often, users will outreach these with a preferred email marketing tool integrated with Cargo (e.g., Instantly, Outreach, Salesloft, Apollo, Smartlead, etc).

Optionally, trigger a Slack alert for high-priority records to an Account Executive to expedite a touchpoint.