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Once visitors are syncing to HubSpot, the value is in what you do with them. These are concrete recipes built on the exact properties Squid ID writes, so you can copy them into HubSpot workflows directly.

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If you’re coming from RB2B

RB2B ships a few workflow examples, but they lean on a page-view activity object and leave routing, lifecycle, and assignment for you to wire up.
RB2BSquid ID
ICP-based routingNot built insquid_icp on every contact
Lifecycle / owner on syncWorkflow-onlySet by the connector on create, plus workflows
Premium data to act onBusiness email + pageMobile, personal email, address (Squid ID+)

Why this matters. The connector already does the work most teams build workflows for (assignment, lifecycle, list membership). The recipes below are for the layer on top: scoring, routing, and outreach.

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Before you build

These recipes use the squid_ properties. A few notes:
  • squid_icp carries the ICP the visitor matched, so you can branch on intent without rebuilding scoring in HubSpot.
  • squid_captured_at updates on every sync, so it is your “last seen” signal. Set the connector’s Send option to every identified visit if you want returning visitors to re-fire workflows.
  • squid_landing_page is the page they were identified on, useful for intent routing.
  • squid_intent_pages lists the high-intent pages the visitor actually viewed, so you can branch to a hotter path when they hit pricing, demo, or checkout. The connector can also route on this before the contact is ever created (see Choose who syncs).
The recipes below are shorthand. Every one is a contact-based workflow built the same way as the first recipe: the trigger is a When filter criteria is met enrollment on the property shown, and each action is added with the + in the workflow editor.

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Recipe: create a task when a visitor is identified

The simplest version: give a rep a task every time Squid ID identifies someone. Squid ID syncs the contact and stamps the properties; HubSpot creates and assigns the task. Workflows are a paid HubSpot feature (Professional or Enterprise tiers).
1

Create the workflow

In HubSpot, click More → Automation → Workflows (or Automation → Workflows if there is no More menu), then Create workflow in the top right. Choose From scratch, then the Contact-based type.
2

Set the enrollment trigger

Open the trigger box, choose When filter criteria is met, and add: contact property squid_captured_at is known. To get a task on returning visits too (not just the first identification), set the connector’s Send option to every identified visit and turn on re-enrollment in the trigger settings.
3

Add the Create task action

Click the + in the editor and choose Create task. Title it something like “New Squid-identified visitor, follow up”, and assign it to a specific rep, a team, or the contact owner.
4

Review and turn it on

Review the workflow and switch it on. That is the whole setup: Squid ID provides the contact and the trigger, HubSpot creates and routes the task.
Only want tasks for your best-fit visitors? Narrow the trigger to squid_icp is known (or is any of your priority ICPs), covered in the next recipe.

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Recipe: route ICP matches to a rep

Send your best-fit visitors straight to an owner.
1

Trigger

Contact enrollment: squid_icp is known. Narrow it with is any of your priority ICP names if you only want certain segments.
2

Actions

Use Edit record to set Lifecycle stage to Sales Qualified Lead, Rotate record to owner (or use the owner the connector already set), and Create task for them. Rotate record to owner needs Sales or Service Hub Professional or Enterprise.
You can skip the routing entirely by setting an owner and lifecycle stage right in the connector. Use a workflow when assignment depends on logic HubSpot owns, like territory or round-robin.

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Recipe: re-engage returning visitors

Catch people who come back after a quiet period.
1

Set the connector to re-sync

In the HubSpot connector, set Send to every identified visit so a return visit updates the contact.
2

Trigger

squid_captured_at is more than 7 days after the contact’s create date, with re-enrollment on squid_captured_at.
3

Actions

Send an internal email notification (or Send Slack notification) to the owner, or enroll them in a “welcome back” marketing email that references their company.

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Recipe: high-intent page routing

Act when someone lands on a page that signals buying intent.
1

Trigger

squid_landing_page contains /pricing (or /demo, /contact).
2

Actions

Use Edit record to set Lifecycle stage to Sales Qualified Lead, then Send Slack notification or Send an internal email notification to the owner.
For real-time, on-page intent alerts, route those visitors to Slack or Teams as well. HubSpot is the system of record; the alert channels are for speed.

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Recipe: outreach on Squid ID+ data

Turn unlocked contact data into a sequence.
1

Trigger

squid_personal_email is known (present only when Squid ID+ is unlocked for the record).
2

Actions

Enroll in a sequence that uses the personal email and mobile number, so outreach is not limited to the work inbox. Enroll in a sequence needs Sales or Service Hub Enterprise and a connected inbox.

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Recipe: notify the contact owner

Tell the owner the moment one of their accounts is back on the site.
1

Trigger

Contact owner is known AND squid_captured_at is less than 1 day ago (re-enroll on squid_captured_at).
2

Action

Send Slack notification to the contact owner, or Send an internal email notification with owner personalization tokens.

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Recipe: build a segment of your best visitors

A worked example you can follow end to end. HubSpot renamed lists to segments (some portals still say “lists”), and there are two kinds:
  • A static segment is a fixed bucket. Squid ID adds each identified contact to it as they sync. This is the segment you pick in the connector.
  • An active segment rebuilds itself from filter criteria. You can’t add to it directly (nothing can, including Squid ID), but it’s where you filter the incoming contacts down to the ones worth acting on.
The pattern: point the connector at a static segment so every visitor lands in one place, then layer an active segment on top that filters on the squid_ properties.
1

Create the static segment in HubSpot

Go to CRM → Segments (click More in the nav if you don’t see it), click Create segment, choose the Contacts object, then on the final step pick Static. Name it something like Squid ID – Website visitors and save.
2

Point the connector at it

In Squid ID, open Settings → Integrations → HubSpot, and under Add to segment pick the segment you just created. If it isn’t there yet, click the reload icon next to the dropdown. From now on every identified visitor is added to that segment automatically.
3

Create an active segment on top

Back in HubSpot, Create segment again, choose Contacts, and this time pick Active. Name it for the slice you want, for example Hot ICP – last 7 days.
4

Filter on the Squid ID fields

Add filter criteria using the properties Squid ID writes on every contact:
  • Member of segment Squid ID – Website visitors (scopes it to Squid-identified people)
  • AND squid_icp is any of your priority ICP names
  • AND squid_intent_pages is known
  • AND squid_captured_at is after 7 days ago
Save it. The segment now stays current on its own: anyone Squid ID identifies who matches drops in, and drops out when they age past the window.
Every field you can filter on here is listed, with its type and when it’s set, in What HubSpot receives. The common ones for segmenting are squid_icp, squid_intent_pages, squid_landing_page, and squid_captured_at, plus the standard email, jobtitle, and company. When Create & associate companies is on you can also filter on the linked Company’s name, domain, and industry.

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Reports

  • Report on squid_captured_at over time to see identified-visitor volume, and on squid_icp to see how much of it is on-profile.
  • Point any report or dashboard at the active segment above so it tracks just your best-fit, in-market visitors.