This workflow defines how to move a prospect from initial discovery in ZoomInfo through to tracked outreach in HubSpot, using LinkedIn Sales Navigator as a connective layer. The core principle: ZoomInfo finds them, HubSpot owns them. HubSpot is the system of record because it tracks downstream activity (email opens, website visits) that ZoomInfo cannot.
The workflow was defined by Mark Hope and Jacob Jones in a sales standup focused on building a repeatable, intent-driven prospecting routine.
Before running this workflow, complete the following setup steps:
⚠️ Skipping field mapping means paying for ZoomInfo data and then discarding it on import.
Navigate to Signals → Intent in ZoomInfo. This view shows companies actively researching one of your pre-configured intent topics (Asymmetric has 12 topics, including Pricing Strategy, Local Marketing, and Marketing Automation).
Key metrics to sort and filter by:
| Metric | What It Means | Target |
|---|---|---|
| Signal Score | ZoomInfo's confidence that the company is actively researching the topic | 100 (ideal) |
| Audience Strength | Likelihood that the company's contacts will engage with outreach | 5 (ideal) |
| Spikes | Number of recent activity spikes on the topic | Higher = more urgent |
Apply filters to narrow results: minimum signal score, audience strength threshold, company headcount, and industry. Focus on companies where the intent topic aligns with a service you can offer immediately.
Example: Lowe's Foods appeared under "Pricing Strategy" with a strong signal score and audience strength, surfacing Jennifer Santiago (Director of Marketing Communications) as a likely contact.
From the ZoomInfo contact record, click Export to HubSpot. Confirm the contact appears in HubSpot with all expected fields populated.
In the HubSpot contact record, add a note documenting:
- Which intent topic triggered this lead (e.g., "Pricing Strategy")
- Any other relevant signals (e.g., company visited our website)
- Why this person was selected as the right contact at the company
This context is critical for personalizing outreach and for anyone else who picks up the record later.
Open LinkedIn Sales Navigator and search for the contact. Save them to a relevant list (e.g., "Pricing Strategy Prospects"). Then:
This links the HubSpot record to their LinkedIn presence for future reference and connection tracking.
Compose and send all outreach emails from HubSpot — not from ZoomInfo's built-in email tool and not from your personal inbox. This ensures HubSpot can track:
- Email opens
- Link clicks
- Subsequent website visits by that contact
Knowing a prospect's intent topic is a targeting signal, not a talking point. Do not tell the prospect you know they've been researching pricing strategy. That reads as surveillance.
Instead, use the intent data to select a relevant resource and frame the outreach as a helpful introduction:
Recommended first-touch structure (LinkedIn message before connection request):
Hi [Name], I wanted to introduce myself — I'm with Asymmetric Marketing. We work with companies on [relevant topic, e.g., pricing strategy and competitive positioning]. I thought you might find some of our recent articles useful: [link to topic page]. I'd love to connect if that seems worthwhile.
Key elements:
- Send a message before a connection request. Cold connection requests without context feel transactional.
- Link to a topic page, not a single article. The topic page aggregates all related content, so the prospect can self-select what's relevant. (See the Asymmetric website sitemap under Posts → Pricing for an example.)
- Frame it as sharing, not pitching. You're pushing against an open door — they're already interested in the topic.
"You know that this company went to our website. You don't know if it was her, but somebody in that company went to our website. The second thing you know is that they're looking for pricing strategy. So now you're going to send her an email about pricing strategy, which makes sense, right? It's kind of pushing against an open door." — Mark Hope
Shows companies that visited your website, with page view counts and session duration. Useful for awareness and prioritization, but not a primary lead source because the specific visitor is unknown — only the company is identified.
Check this weekly. Look for:
- Companies with multiple visits or long session durations
- Companies that appear in both the website visitor list and the intent signals list (double signal)
Filter out likely noise: vendors, universities, and companies with very short session durations.
Upload a list of known contacts to monitor for job changes and other signals. Useful for staying current on warm prospects who may have moved to new roles.
Search for industry events by keyword (e.g., "food and beverage"). Use this to identify conferences where prospects will be concentrated — either for in-person attendance or for timely outreach tied to the event.
Set aside 60–90 minutes per week to run this workflow: