Content Engagement Playbook

Likes and comments on posts in your space, captured every day and weighted by depth.

• Apify scrapes three sources:
  • Keywords: posts on your topics
  • Competitor engagement: people engaging with competitors' posts
  • Profile engagement: people engaging with your own team's posts
• Depth counts:
  • A comment outweighs a like
  • Engaging with several posts outweighs a single touch
• Pick 5 to 10 creators or pages whose audience is your buyer.
• Check whose audience it really is. Engagers who turn out to be your peers are flagged.
• Engagement goes stale fast, so it is pulled every day.

• Apify

Each engager is looked up so existing relationships stay with their owner.

• Look up every engager in HubSpot.
• Customer, open deal or active sequence: stays with its owner, out of cold outreach.
• New: moves on to enrichment.
• Competitors, and the creators you track, are removed as well.
• Anyone contacted in an earlier run is skipped, matched on their LinkedIn profile.

• HubSpot

Each new engager's account gets a decision maker, a champion and a user, each with a work email.

• Engager exports can carry a scrambled profile link and no company. Each one is resolved to a real profile first.
• Title and company are checked against the ICP before any paid lookup.
• Map the buying committee at each account:
  • The decision maker
  • A likely champion
  • A day-to-day user
• The enrichment waterfall uses IcyPeas, Prospeo, LeadMagic and GetLeads.
• Each vendor only sees the contacts the ones before it missed.

• IcyPeas
• Prospeo
• LeadMagic
• GetLeads

Every email is checked twice before anything sends.

• MillionVerifier checks every address first, then BounceBan checks every address that passes.
• Sort each address by the result:
  • Valid: kept for the campaign
  • Catch-all: kept only if BounceBan marks it deliverable, and sent from its own campaign so its results read separately
  • Invalid, disposable or unknown: removed
• An enrichment vendor's own check never counts as one of the two.
• A contact that fails keeps its place on the list with a flag, so no qualified person is silently lost.

• MillionVerifier
• BounceBan

The engagement is one signal. Sumble and RB2B show whether the timing is right.

• Second-party: the engagement itself, scraped by Apify.
• Third-party: Sumble adds hiring, team growth and tech-stack changes, plus funding and leadership news.
• First-party: RB2B shows whether they visited your site, and CRM activity counts too.
• Every signal lands on the account's HubSpot record, stamped with its type and time.
• Signals add up. An account moves from cold to warm to active as they stack, and one signal alone seldom changes its tier.
• A Sumble match only counts when it lands on the account's exact domain.

• Apify
• Sumble
• RB2B
• HubSpot

Each engager is scored on fit and timing, and the qualified ones land in your CRM.

• Jev and OpenRouter score two things in one pass: fit against your ICP, and timing from the engagement and the signals around it.
• They classify and score only. Neither one enriches.
• The tier comes from fixed rules on top of their answers:
  • Tier one: a strong fit, with signals stacking up
  • Tiers two and three: a partial fit, or a strong fit with only one signal
  • Disqualified: a weak fit, or a disqualifier such as a competitor
• Too little evidence to judge? The account stays unscored instead of guessed.
• Qualified engagers sync to HubSpot with their tier, the post they engaged with and the reason for the tier.

• Jev
• OpenRouter
• HubSpot

A Slack alert to the account owner, then one-to-one work while the engagement is fresh.

• A Slack alert goes to the account owner and names the signal: who engaged, and on which post.
• The owner then works it one to one:
  • A warm call on Salesfinity or Trellus
  • A personal note on LinkedIn or Gmail
  • A short personal video
• Whatever the rep does from the alert is written back to the CRM.

• Slack
• Salesfinity
• Trellus
• LinkedIn
• Gmail

Everyone else gets an always-on email sequence that opens on the topic they engaged with.

• Automated emails in EmailBison open on the topic they engaged with, never the creator or the post.
• An account that engages moves up to tier one.
• Frequency caps limit how often any one person hears from you.
• Two emails in total, no link in the first, and open tracking off.
• Disqualified: no message.

• EmailBison