Streamlining Lead Management with HubSpot and n8n for Bache Global Consulting (BGC)
Client: Bache Global Consulting (BGC)
Freelancer: Justin Adamski, an expert software developer specializing in integration and automation.
Background
Client Information
Bache Global Consulting (BGC) operates in the immigration consultancy sector, helping individuals and families immigrate to Canada. The company’s clients are primarily from Africa, where WhatsApp is a popular communication tool. BGC aims to optimize lead handling from Facebook, improving response time and qualification processes.
Freelancer Information
Justin Adamski is a seasoned software developer with extensive experience in integration and automation tools including n8n, Zapier, HubSpot, and various other platforms.
Objectives
- Capture and Process Leads: Automate capturing and processing leads from Facebook, adding them to Google Sheets.
- Qualification and Syncing: Automatically qualify leads and sync related data with HubSpot.
- Communication Automation: Automate follow-up communication via email and WhatsApp.
- Error Handling and Logging: Implement comprehensive error handling and logging mechanisms to ensure smooth operations.
Challenges
- Transitioning from Zapier to n8n while ensuring consistent capturing and processing of leads.
- Handling duplicate entries and data conflicts.
- Ensuring communication logs are accurately mirrored in HubSpot.
- Testing and rectifying stoppages caused by platform upgrade constraints and webhook inconsistencies.
Tools and Platforms Used
- A CRM platform used for managing interactions with clients and prospects.
- An open-source workflow automation tool used to create complex workflows that integrate Google Sheets, HubSpot, and other services.
- Captures lead data which triggers the n8n workflows.
- Used as an intermediary data store to log leads from Facebook and track their qualification status.
- Initially used for WhatsApp messaging, with a future plan to find a more cost-effective platform.
Key Workflows
- Lead Determination and Communication Workflow:
- Trigger: New lead captured in Facebook Lead Ads.
- Step 1: Add the new lead as a row in Google Sheets.
- Step 2: Update the status of existing entries to indicate duplicate or re-qualified status.
- Step 3: Sync lead data with HubSpot.
- Step 4: Check lead qualification based on net worth and other criteria.
- Step 5: Update HubSpot with the status (qualified/non-qualified).
- Step 6: Send an email to the lead via Outlook if status changes to qualified/non-qualified.
- Step 7: Send a WhatsApp message to the lead via Respond.io.
- Step 8: Log the communication in HubSpot.
- Communication Mirroring Workflow:
- Trigger: Incoming email or WhatsApp message from Respond.io.
- Step 1: Check if the email subject contains specific keywords indicating interest confirmation.
- Step 2: Ensure the email body does not contain failure messages and does not originate from internal email.
- Step 3: Log the received communications in HubSpot.
- Error Handling & Logging:
- Step 1: Log any errors to a dedicated Google Sheet.
- Step 2: Notify designated team members if an error occurs.
Challenges and Solutions
- Duplicate Leads
- Problem: Handling duplicates that were previously processed.
- Solution: Added logic to check Google Sheets for existing leads and update status as ‘duplicate.’
- Webhook Differences
- Problem: Webhook URLs for testing differed from production.
- Solution: Reliable triggers were set up using production-ready URLs verified through Facebook Developer tools.
- Data Formatting Issues
- Problem: Inconsistent data causing qualification errors and communication logs showing incorrect messages.
- Solution: Enhanced data extraction functions and fixed formatting issues to ensure accurate inputs and logging in HubSpot.
- Miscommunication Data Entry
- Problem: Incorrect data identification and logging in HubSpot.
- Solution: Refined logic to ensure accurate mapping of emails and WhatsApp communications.
Outcome
- Automation Efficiency: The setup successfully automated lead capture to Google Sheets, qualification, and syncing with HubSpot.
- Communication Success: Successfully automated sending emails and WhatsApp messages.
- Improved Accuracy: Reduced manual intervention, ensuring data consistency and timely follow-up.
- Client Feedback: BGC reported reduced lead processing time and appreciated the robustness of the workflow automation solutions.
Client Feedback
Abdel: "Once the workflow was stabilized, it improved our lead management significantly. Justin’s comprehension of our needs and his innovative solutions to our constraints were impressive. His automation reduced manual efforts and ensured quick processing of our leads."
Freelancer's Insights
Justin Adamski: "This project underscored the importance of error handling and data checking in workflow automations. The initial challenges taught me new ways to manage duplicates and maintain workflow integrity. As a future enhancement, I suggest building a more user-friendly interface for managing workflows and duplicates, possibly integrating with a CRM for real-time validation."
Conclusion
This project was a collective success, achieved through diligent understanding of client needs, meticulous implementation of automation processes, and robust error handling. The project delivered a seamless integration with HubSpot and n8n, ensuring effective and efficient lead management for BGC. Continuing support and future enhancements will ensure that the client can refine and scale their automation as their business grows.
