HubSpot CRM Enrichment Schema for ABM

Overview

This document defines the complete HubSpot CRM property schema, calculated scoring logic, and workflow automation required to operationalize Wisedocs' ABM program across ~300 target accounts. It transforms HubSpot from a form capture tool into the central operating system for account-based sales and marketing.

The schema connects directly to every approved ABM output: - ICP scoring criteria become calculated company properties with weighted formulas - TAL tiers become a managed dropdown driving differentiated workflows - Persona definitions become contact-level properties that map buying committee roles - Intelligence framework signals become trigger-event fields that activate plays - Measurement framework scores become engagement scoring rules with MQA thresholds

Current state: Wisedocs uses HubSpot for form capture (Portal ID 7946138). No full hs-script tracking code was detected -- likely CRM Free/Starter or Forms-only. This schema requires HubSpot Marketing Hub Professional or higher for company scoring, workflow automation, and custom reporting. If Wisedocs is on a lower tier, the property creation and manual workflows can still be implemented; the automation layer requires the upgrade.

Implementation time: 2-3 days for property creation, 1 week for workflow configuration, 1 week for TAL data import and validation.

Company Properties

Property Group: ABM Program

Create a custom property group called "ABM Program" to keep all ABM-specific fields organized and separate from default HubSpot properties.

Property Group: Account Intelligence

Property Group: Trigger Events

Property Group: ABM Ownership

Contact Properties

Property Group: ABM Buying Committee

Auto-Persona Assignment Rules

Map job titles to ABM Persona automatically using HubSpot workflows. These rules fire when a new contact is created or when a contact's job title is updated.

Set persona_match_confidence to Inferred from Title for all auto-assignments. Sales reps should validate and update to Confirmed.

Engagement Scoring Rules

Configure in HubSpot company scoring (requires Marketing Hub Professional or higher). These weights come directly from the intelligence framework's engagement scoring model.

Positive Scoring Events

Negative Scoring (Decay)

MQA Threshold

An account reaches Marketing Qualified Account (MQA) status when: - Engagement Score >= 30 points within a 30-day rolling window - At least 2 distinct contacts from the account have engaged (prevents single-person inflation)

When MQA threshold is crossed: 1. Set abm_stage to MQA 2. Set abm_mqa_date to today 3. Notify abm_account_owner via Slack (or email if Slack integration not configured) 4. For Tier 1 accounts: escalate to sales manager with context package

Calculated Properties

ICP Score Calculation

The ICP Score is a composite of four weighted dimensions. Total possible = 100.

Firmographic Score (0-35 points)

Technographic Score (0-20 points)

Behavioral Score (0-30 points)

Engagement Score Component (0-15 points)

ICP Score Formula (HubSpot calculated property):

icp_score = icp_score_firmographic + icp_score_technographic + icp_score_behavioral + icp_score_engagement

Tier Assignment from ICP Score: | ICP Score Range | Recommended Tier | |----------------|-----------------| | 80-100 | Tier 1 (1:1) | | 60-79 | Tier 2 (1:Few) | | 40-59 | Tier 3 (1:Many) | | Below 40 | Not in TAL (review for removal or re-scoring) |

Workflows

Workflow 1: ICP Score Auto-Calculator

Purpose: Automatically recalculate ICP Score when any component input changes.

• Trigger: Any of these company properties are updated: abm_segment, annual_revenue_range, employee_count_range, geo_primary, claims_platform, uses_legacy_ocr, current_doc_review_vendor, has_bi_tools, g2_intent_signal, last_trigger_event, last_trigger_event_date, hiring_signal, estimated_case_volume, abm_stage
• Actions:
• Calculate icp_score_firmographic using the firmographic scoring rules above (use HubSpot branching logic to assign points per criterion)
• Calculate icp_score_technographic using the technographic scoring rules
• Calculate icp_score_behavioral using the behavioral scoring rules
• Calculate icp_score_engagement using the engagement scoring rules
• Set icp_score = sum of four component scores
• Notes: HubSpot workflows cannot do complex conditional math natively. Two implementation options:
• Option A (recommended): Use HubSpot Operations Hub custom code actions (JavaScript) to calculate scores with full conditional logic
• Option B: Build a multi-branch workflow with if/then branches for each criterion, setting component scores via copy-property actions. More brittle but works without Operations Hub.

Workflow 2: Tier Assignment Recommendation

Purpose: Flag accounts whose ICP Score suggests a tier change.

• Trigger: icp_score property is updated
• Actions:
• If icp_score >= 80 AND abm_tier != Tier 1 (1:1):
  • Create task for ABM Account Owner: "Review [Company] for Tier 1 promotion -- ICP Score: [score]"
• If icp_score between 60-79 AND abm_tier = Tier 1 (1:1):
  • Create task for ABM Account Owner: "Review [Company] for potential Tier 1 demotion -- ICP Score: [score]"
• If icp_score < 40 AND abm_tier != Not in TAL:
  • Create task for ABM Account Owner: "Review [Company] for TAL removal -- ICP Score: [score]"
• Notes: Tier changes are recommendations, not automatic. Human review prevents score fluctuations from causing tier churn.

Workflow 3: Account Progression - Unaware to Aware

Purpose: Advance accounts from Unaware when first touchpoint is detected.

• Trigger: Company meets ALL of these criteria:
• abm_stage = Unaware
• abm_tier IN (Tier 1 (1:1), Tier 2 (1:Few), Tier 3 (1:Many))
• Any of: associated contact opened an email, associated contact clicked a LinkedIn ad (tracked via UTM), LeadFeeder identifies a website visit from this company's domain, G2 profile view detected
• Actions:
• Set abm_stage to Aware
• Set abm_stage_date to today
• Notes: First touchpoint can be passive (ad impression logged) or active (email open). The threshold is deliberately low -- Aware just means "they have seen us."

Workflow 4: Account Progression - Aware to Engaged

Purpose: Advance accounts from Aware when active interaction occurs.

• Trigger: Company meets ALL of these criteria:
• abm_stage = Aware
• Any of: website visit from identified account (via LeadFeeder/Apollo.io), content download or form submission by associated contact, case study page visit, G2 profile visit or category browse
• Actions:
• Set abm_stage to Engaged
• Set abm_stage_date to today

Workflow 5: Account Progression - Engaged to MQA

Purpose: Advance accounts to MQA when engagement scoring threshold is crossed.

• Trigger: Company meets ALL of these criteria:
• abm_stage = Engaged
• abm_engagement_score >= 30
• Actions:
• Set abm_stage to MQA
• Set abm_stage_date to today
• Set abm_mqa_date to today
• If abm_tier = Tier 1 (1:1):
  • Send internal notification to abm_account_owner: "TIER 1 MQA ALERT: [Company Name] has reached MQA. Engagement Score: [score]. Stage: [stage]. Act within 4 hours."
  • Create task for abm_account_owner: "Follow up with [Company Name] -- MQA threshold crossed" (due in 1 business day)
• If abm_tier = Tier 2 (1:Few):
  • Send internal notification to abm_account_owner: "[Company Name] reached MQA. Review for direct outreach."
  • Create task for abm_account_owner: "Review MQA account [Company Name]" (due in 3 business days)
• If abm_tier = Tier 3 (1:Many):
  • Send internal notification: "[Company Name] reached MQA from Tier 3. Review for tier promotion."

Workflow 6: Engagement Decay

Purpose: Decay engagement scores for stale accounts and regress stage if warranted.

• Trigger: Scheduled workflow, runs weekly on all TAL accounts
• Actions:
• If no engagement activity in past 90 days (no email opens, no website visits, no form submissions, no G2 activity):
  • Reduce abm_engagement_score by 10
• If abm_stage = Engaged AND abm_engagement_score < 10 AND no engagement in 60 days:
  • Set abm_stage to Aware
  • Set abm_stage_date to today
• Notes: Decay prevents permanently inflated scores. Accounts can re-engage and re-qualify.

Workflow 7: Play Enrollment - Trigger-Based

Purpose: Recommend play enrollment when trigger events are detected.

• Trigger: last_trigger_event property is updated to a non-"None" value
• Actions:
• If last_trigger_event = Leadership Change - Claims:
  • Create task: "Activate 'New Leader' play for [Company Name]. New [title] hire detected. See trigger detail for context."
  • Suggested play: New Leader
• If last_trigger_event = Competitor Acquisition Disruption:
  • Create task: "Activate 'Vendor Transition' play for [Company Name]. Competitor disruption detected."
  • Suggested play: Vendor Transition
• If last_trigger_event = Funding Round:
  • Create task: "Activate 'Growth Infrastructure' play for [Company Name]. Recent funding detected."
  • Suggested play: Growth Infrastructure
• If last_trigger_event = Claims Volume Spike:
  • Create task: "Activate 'Surge Response' play for [Company Name]. Volume spike detected."
  • Suggested play: Surge Response
• If last_trigger_event = Competitor Contract Renewal:
  • Check competitor_renewal_month and competitor_renewal_year
  • If renewal within 6 months: Create task: "Activate 'Evaluation Season' play for [Company Name]. Competitor contract renewal approaching [month/year]."
  • Suggested play: Evaluation Season
• If last_trigger_event = RFP Posted:
  • Create urgent task (due today): "RFP detected at [Company Name]. Evaluate eligibility immediately. See trigger detail."
• Notes: Play enrollment is a recommendation (task creation), not automatic. Sales and marketing confirm enrollment and set abm_active_play manually.

Workflow 8: Auto-Persona Assignment

Purpose: Automatically assign ABM Persona and Buying Committee Role based on job title.

• Trigger: Contact is created OR jobtitle property is updated
• Conditions: Contact's associated company has abm_tier IN (Tier 1 (1:1), Tier 2 (1:Few), Tier 3 (1:Many))
• Actions:
• Run title-matching rules (see Auto-Persona Assignment Rules table above)
• Set abm_persona to matched persona
• Set buying_committee_role to matched role
• Set persona_match_confidence to Inferred from Title
• If no title match: set persona_match_confidence to Unmatched, leave other fields empty

Workflow 9: Contact Engagement Level Update

Purpose: Maintain contact-level engagement status.

• Trigger: Scheduled workflow, runs daily on all contacts at TAL companies
• Actions:
• If contact submitted a demo request form OR had a meeting in past 14 days:
  • Set contact_engagement_level to Hot
• Else if contact opened 3+ emails OR visited 2+ pages in past 30 days:
  • Set contact_engagement_level to Active
• Else if contact opened 1+ email OR visited 1+ page in past 60 days:
  • Set contact_engagement_level to Warming
• Else:
  • Set contact_engagement_level to Cold

Workflow 10: Buying Committee Coverage Alert

Purpose: Alert sales when a Tier 1 account lacks sufficient buying committee coverage.

• Trigger: Scheduled workflow, runs weekly on Tier 1 accounts
• Conditions: abm_tier = Tier 1 (1:1) AND abm_stage IN (Engaged, MQA)
• Actions:
• Count associated contacts with abm_persona set (not empty)
• If fewer than 3 personas covered:
  • Create task for abm_account_owner: "Buying committee gap at [Company Name]. Only [X] personas identified. Target roles: [missing roles]. Use Apollo.io to identify contacts."
• If no Decision Maker persona identified:
  • Escalate task priority: "No Decision Maker identified at [Company Name]. Deals without VP/CCO engagement stall at Stage 2-3."

Implementation Checklist

Execute in this order. Each step depends on the ones before it.

Phase 1: Property Creation (Day 1-2)

• [ ] Create property group "ABM Program" in HubSpot Settings > Properties > Company
• [ ] Create property group "Account Intelligence" in Company properties
• [ ] Create property group "Trigger Events" in Company properties
• [ ] Create property group "ABM Ownership" in Company properties
• [ ] Create all company properties per the tables above (34 properties total)
• [ ] Create property group "ABM Buying Committee" in Contact properties
• [ ] Create all contact properties per the table above (8 properties total)
• [ ] Verify all dropdown options are entered exactly as specified (spelling, capitalization)

Phase 2: Scoring Configuration (Day 2-3)

• [ ] Configure company-level engagement scoring in HubSpot (Marketing Hub Professional required)
• [ ] Add all positive scoring events with specified point values
• [ ] Configure decay rules (-10 points per 90 days of no activity)
• [ ] Set MQA threshold to 30 points
• [ ] Configure contact-level lead scoring with matching criteria
• [ ] Test scoring by manually triggering events on a test company record

Phase 3: Workflow Creation (Day 3-7)

Build workflows in this order (later workflows reference earlier ones):

1. [ ] Workflow 8: Auto-Persona Assignment (independent, can run immediately)
2. [ ] Workflow 3: Account Progression - Unaware to Aware
3. [ ] Workflow 4: Account Progression - Aware to Engaged
4. [ ] Workflow 5: Account Progression - Engaged to MQA (depends on scoring)
5. [ ] Workflow 6: Engagement Decay (depends on scoring)
6. [ ] Workflow 9: Contact Engagement Level Update
7. [ ] Workflow 1: ICP Score Auto-Calculator (complex -- allocate extra time)
8. [ ] Workflow 2: Tier Assignment Recommendation (depends on Workflow 1)
9. [ ] Workflow 7: Play Enrollment - Trigger-Based
10. [ ] Workflow 10: Buying Committee Coverage Alert

Phase 4: TAL Data Import (Day 7-10)

• [ ] Prepare CSV with all ~300 TAL accounts including: Company Name, Domain, ABM Tier, ABM Segment, ABM Sub-Segment, ABM Stage (set all to "Unaware")
• [ ] Include any known values for: Annual Revenue Range, Employee Count Range, Geography, Claims Platform, Current Doc Review Vendor
• [ ] Import CSV via HubSpot bulk import, matching on domain (primary key)
• [ ] Verify import: spot-check 20 accounts across all three tiers
• [ ] Set tal_import_date to import date for all imported accounts
• [ ] Run ICP Score calculator workflow manually on imported accounts

Phase 5: Integration Verification (Day 10-14)

• [ ] Verify LeadFeeder > HubSpot integration is active (website visitor identification)
• [ ] Verify Apollo.io > HubSpot integration is active (contact enrichment + visitor tracking)
• [ ] Verify SalesLoft > HubSpot integration is active (email/sequence activity)
• [ ] Configure G2 profile view notifications (free tier)
• [ ] Set up LinkedIn Campaign Manager CSV export process (weekly) for matched audience reporting
• [ ] Test end-to-end: simulate a website visit from a TAL account and verify scoring + stage progression fires correctly

Phase 6: Dashboard Build (Day 12-14)

• [ ] Build Executive Dashboard per specification (6 widgets)
• [ ] Build Operational Dashboard per specification (7 widgets)
• [ ] Create saved filters: "TAL Accounts", "Tier 1 Accounts", "MQA Accounts", "Accounts with Active Plays"
• [ ] Schedule weekly operational dashboard email to ABM team
• [ ] Schedule monthly executive dashboard email to leadership

Data Migration Notes

Backfilling Existing CRM Data

Wisedocs likely has existing company and contact records in HubSpot from form submissions and Apollo.io enrichment. Here is how to populate the new schema with existing data.

Step 1: Identify Existing TAL Matches - Export all HubSpot company records with domains - Cross-reference against the TAL domain list (from TAL document) - Any match = existing record that needs ABM property enrichment - Expected: 20-50 existing records may match TAL accounts (from form submissions, demo requests, or Apollo.io sync)

Step 2: Enrich Existing Records - For matched records, update ABM Tier, ABM Segment, and ABM Stage based on current engagement level: - If they have had a demo or meeting: set abm_stage = Engaged or MQA - If they have form submissions: set abm_stage = Engaged - If they have website visits only: set abm_stage = Aware - If no activity: set abm_stage = Unaware - Backfill abm_stage_date using the earliest known activity date

Step 3: Contact Enrichment - For contacts at TAL accounts already in HubSpot, run Auto-Persona Assignment workflow - Manually review and confirm persona assignments for Tier 1 contacts - Use Apollo.io to enrich missing buying committee contacts at Tier 1 accounts (target: 5+ contacts per Tier 1 account)

Step 4: Historical Deal Mapping - Pull any closed-won or open deals associated with TAL company records - Tag these deals with ABM properties for baseline measurement - This establishes the pre-ABM pipeline baseline required by the Month 1 benchmarking plan

Step 5: Technographic Backfill - For Tier 1 accounts: manually research and populate Claims Platform, Document Management System, Current Doc Review Vendor, Uses Legacy OCR - Sources: BuiltWith, HG Insights, Guidewire Marketplace, job postings, LinkedIn profiles - For Tier 2 and Tier 3: populate opportunistically from enrichment tools; do not invest manual research time

Step 6: Trigger Event Backfill - Search LinkedIn Sales Navigator for recent leadership changes at Tier 1 accounts (past 90 days) - Search Crunchbase for recent funding rounds at TAL accounts - Search SAM.gov and state procurement portals for active RFPs - Populate last_trigger_event, last_trigger_event_date, and last_trigger_event_detail for any findings

Deduplication Rules

• Primary key: Company domain. All contacts, activities, and signals roll up to the company using domain matching.
• Duplicate detection: Run HubSpot's built-in duplicate management tool after TAL import. Merge duplicates keeping the record with the most activity history.
• Cross-source dedup: Apollo.io, LeadFeeder, and SalesLoft all create company records independently. Set up a weekly dedup audit:
• Export companies with abm_tier set
• Check for duplicate domains
• Merge, preserving ABM properties and activity history
• Contact dedup: Match on email (primary) and LinkedIn URL (secondary). Apollo.io enrichment frequently creates duplicate contacts -- run weekly dedup.

HubSpot Tier Requirement

If Wisedocs is on HubSpot Free or Starter, the recommended upgrade path is: 1. Immediate: Upgrade to Marketing Hub Professional ($800/month) -- unlocks scoring, workflows, and reporting 2. Month 3: Evaluate Operations Hub Professional ($800/month) -- unlocks custom code actions for ICP score calculation 3. Month 6: Evaluate G2 Buyer Intent paid tier -- unlocks native HubSpot integration for third-party intent signals

Property Count Summary

HubSpot allows up to 1,000 custom properties per object on Professional tier. This schema uses 40 company properties and 8 contact properties -- well within limits.