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

Video Attribution 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 native 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 TwentyThree with HubSpot, navigate to the "Connect" section under "Video Attribution" in the left side menu, then click on the HubSpot icon in the Library. You'll be asked to log into HubSpot and authenticate access. When this is done, click the Save connection button. That's it!

For account and profile information to sync automatically, we recommend setting up TwentyThree to run from a subdomain of your main site domain. Additionally, the TwentyThree domain should be added to HubSpot’s list of domains. This can be done under Settings → Reports & Analytics Tracking → Advanced Tracking.

Once the connection is established, open the HubSpot Connection tab, where you’ll have the option to enable the Webinars Integration and CMS Video Integration features. Selecting Yes for HubSpot Marketing Event allows TwentyThree to exchange webinar information. Enabling CMS Videos syncs all your videos with HubSpot CMS using Media Bridge. This part of the integration makes videos available to content managers in HubSpot for use within the site builder, on landing pages, and in emails.

Two-way sync of contact information

Once connected, contact information is automatically synchronized between HubSpot and TwentyThree. This means you can use collectors in TwentyThree to capture leads, and the data will flow seamlessly into HubSpot. Additionally, identified contacts in HubSpot are also accessible in Audience within TwentyThree, so they don’t need to fill in their information twice when interacting with gated videos, webinars, or live events.

When contact details, such as name, email address, or phone number, are updated in HubSpot, those changes will also reflect in TwentyThree, ensuring consistent and up-to-date information across platforms.

See who's watching on the HubSpot timeline

When a contact watches a video from TwentyThree, detailed viewing progress information appears on their timeline in HubSpot, showing details like the video title and how much of the video was watched. If the Marketing Event feature is enabled, the timeline also captures conversions, such as when a contact fills out a collector form or signs up for a webinar, displaying which specific video or webinar led to the conversion. This provides valuable insights into engagement directly within HubSpot, helping you better understand and follow up on your audience's interests. You can find a full list of data available in HubSpot here.

Unlocking the Full Potential of Your HubSpot Integration

Once your connection with HubSpot is enabled, you’re ready to unlock its full potential. Here’s an overview of how to leverage the integration between HubSpot and TwentyThree:

• Webinar Registration with HubSpot: By default, TwentyThree webinars come with an automatically created registration page. With the HubSpot integration, you can replace this with a HubSpot collector, enabling automatic export of registrants to TwentyThree. Learn more here.
• Segmenting Contacts Based on Activity: From within HubSpot, you can segment your contacts based on their video or webinar engagement. Create targeted lists for those who have watched specific videos or attended particular webinars. Segment contacts based on webinar activity and video activity.
• Scoring Your Audience with TwentyThree Data: Use data from TwentyThree to enrich your HubSpot scoring, allowing you to score contacts based on specific video views, engagement, or conversions. Find out how to set up scoring withTwentyThree data here.
• Syncing Custom Properties: In addition to basic properties like name, surname, and email, which are automatically synced, you can add custom properties to share additional data between HubSpot and TwentyThree. Discover how to add and sync custom properties.

Deleting the integration

If you want to remove the integration with HubSpot, go to the HubSpot Connection tab, scroll to the bottom of the page, and click Delete this connection. This will stop the data sync between HubSpot and TwentyThree; however, all data exchanged up to that point will remain in both platforms and will not be erased. 

If the connection is added again, the app will resume syncing from where it left off, ensuring a continuation of data integration.