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Maximize your CRM potential with Sakari and HubSpot. Learn how to send personalized SMS based on contact owner data with targeted communication.
How can you personalize HubSpot SMS messages to make them a little more friendly and less of a marketing message? HubSpot uses the Contact owner property to set the ownership of a contact, but unfortunately, the only contact owner attribute that can be defined in HubSpot is the contact owners name.
In this article we’ll walk through how to create personalized HubSpot text messages that allow you to add ANY contact owner attributes you want to your sales message. Using just a single template, we can automatically insert a salesperson phone number, name, title – whatever!
HubSpot Contact Owner Workflow Personalization
In order to send HubSpot text messages using Contact owner attributes, you’re going to need to have three things prior to get started:
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A HubSpot account. HubSpot is a Customer Relationship Management (CRM) tool that allows you to easily manage thousand of customers. To get started for free, go to: https://www.hubspot.com/
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Sakari SMS. By default, HubSpot does not have external SMS capabilities. In order to send HubSpot deal text messages, we need to add a third-party SMS service. We will link the two systems using HubSpot integration.
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Sakari SMS <> HubSpot integration. Linking HubSpot and Sakari is a simple process that takes just minutes and requires no code. Here’s the guide to setting up HubSpot text messaging integration.
Step 1: Create a new workflow
Log in to your HubSpot account.
From the top menu, select Automation > Workflows.
In the top right click the “Create Workflow” button.
Step 2: Select Contact-Based Workflow
Select Automation > Workflows from the HubSpot top navigation menu.
Step 3: Set Enrollment Triggers
Now we’ll give our new workflow a name. In our example, we’re going to call it Contact Owner Personalization.
Click the orange “Set enrollment triggers” button to add a trigger.
Now we’ll define the HubSpot workflow trigger. The trigger is what will cause the workflow to begin. In our example, we want a text message to be sent to a customer when a form is submitted. Alternatively, we could select any of the other options as a trigger.
Select the form you want to trigger the text message. Then click “Done” and click “Save.”
Step 4: Add an action
Now that we’ve completed the enrollment trigger, we’re ready to add the action. The action is what happens when the enrollment criteria has been met. Click the orange “Add an action” button.
Select the “Send SMS” integration option.
Step 5: Configure your SMS message
After selecting the “Send SMS” integration option, a new window will appear to configure your text message. There are five fields that need to be set in order to configure your message.
Send SMS Fields
- Phone Number – this is the phone number of the contact that will receive the text message
- Message – this is the message that the contact will receive
- Messaging Type – transactional or marketing
- Run As – This will send the text message from a specific contact owners dedicated phone number
- Additional Contact Owner Attributes (JSON) – the JSON data that will be used to automatically personalize each text message
Phone Number
The phone number field defines what mobile phone number will be used to send your text message. This field should correspond with how your data is managed in HubSpot.
You have three options for your phone number:
- Phone Number (a HubSpot default field)
- Mobile Phone Number (a HubSpot default field)
- HubSpot custom property
To select your field, click the “contact token” button and select your field from the dropdown list. In our example, we’ll select “Phone Number.” Using the contact token attribute of “Phone Number” the contacts phone number will automatically be added using just a single workflow.
Message
The message field defines what will be sent to your contact. You have a choice of either using an entirely static message, or entering wildcard fields that will automatically populate personalized information specific to that contact. In our example, we will create a message that will automatically insert the contacts first name as well as contact owner attributes.
To add a contact attribute (e.g. first name), select the “Contact token” button and select your field from the dropdown menu. In our example, we added the contacts first name. To add contact owner attributes, we need to follow a different structure. By default, no contact owner attributes are stored in HubSpot. In our example, we will add two fields using a lookup table we’ll define later. The fields we’ll add are the contact owner first name (the salespersons first name) and the contact owners mobile phone number.
The structure for adding the contact owner fields is:
[[[hubspot.owner.fieldname]]]
The “fieldname” corresponds with the names we’ll define in the Additional Contact Owner Attributes (JSON) step.
Messaging Type
The messaging type defines what phone number will be used. There are two options, marketing or transactional. We will select transactional.
Run As
The Run As field can be defined to send the text message from a specific users phone number. When turned on, the text message will be sent from the contact owners phone number.
In our example, we will leave the field blank, which will use your Sakari shared account number.
For more information about setting up user-defined phone numbers, please contact the Sakari team at: help@sakari.io
Additional Contact Owner Attributes (JSON)
The Additional Contact Owner Attributes field is how we will define the contact owner attributes that will be added to the text message. The structure of these fields is in JavaScript Object Notation.
In our example, for each contact owner we are defining their mobile phone number, first name and title. We can create any attributes here we want. In our example the “user1@email.com” email address should be the email address associate with the HubSpot user.
In our example, for each contact owner we are defining their mobile phone number, first name and title. We can create any attributes here we want. In our example the “user1@email.com” email address should be the email address associate with the HubSpot user. After you’ve completed your JSON, paste it in appropriate field in HubSpot.
If you need help structuring your JSON, this JSON formatter is a great resource.
JSON Example
{
“user1@email.com” :{
“mobile” :”+1-333-222-4444″,
“firstname” :”John”,
“title” :”Sales Associate”
},
“user2@email.com”: {
“mobile” :”+1-333-444-5555″,
“firstname” :”Mary”,
“title” :”General Manager”
}
}
Step 6: Save your SMS Message
Now that we’ve completed all of the Send SMS steps, we’re ready to save and test our workflow. Click the orange “Save” button.
Step 7: Testing the Contact Owner Messaging
Now we can test the workflow. In our example message, we’re automatically inserting the contacts first name, the salespersons first name and the salespersons mobile phone number.
Looking at the two example images below, we have a single contact record that has been toggled between two different contact owners.
In the first example, with a contact owner of John, whose email address is “user1@email.com.” Based on the JSON file the system automatically added his first name and mobile phone number.
In the second example, using the same template, we changed the contact owner to Mary. Mary’s user email address is “user2@email.com.” Based on the JSON file the system automatically added her first name and mobile phone number.
Contact Owner of John
Contact Owner of Mary
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