HubSpot Presentation Q4 10-13-15
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Transcript of HubSpot Presentation Q4 10-13-15
Strategies for optimizing and accelerating the growth of your marketing database – a HUG discussion
Professor: Nick Salvatoriello, @HubSpotAcademy
#KNOXVILLE HUG 10.13.15
HubSpot User Group Discussion:
FIRST, 2 VOLUNTEERS TO SHARE:
• What’s your name, title, organization? • How long have you been using HubSpot? • Who do you market to? Ideal contact? • What’s your favorite Contacts App feature? • What’s your favorite list you have?
We must turn our contacts into believers that they are the unique person to which our communication
is targeted. We must use their context.
A contact is anybody your company engages with, markets to, sells to, partners with, or employs.
FLICKR USER STUART RICHARDS
CONTACT INTELLIGENCE
Your HubSpot’s Contacts APP is the back end "context" system that stores details from every touch point with your audience, then makes that data available in every other tool.
1 Import a spreadsheet
2 Add them manually
3 Build a HubSpot landing page
4 Put a HubSpot form on an external page
5 Use the Contacts API
HOW DO WE GET CONTACTS INTO HUBSPOT?
Identify your qualification criteria for each “bucket list” your contacts flow into. Build custom contact properties that match unique criteria. Utilize buyer personas, lifecycle stages and lead scoring to determine each contact’s engagement strategy
Make sure your contact database is always up to date (integrate/import, analyze, optimize).
BEST PRACTICES FOR MANAGING CONTACTS
Make sure your HubSpot knows everybody you know, and you have your imports of new contacts under control and managed well.
PRACTICE CLOSED-LOOP MARKETING
4. Closed-loop data to analyze
1. Contact info and status updates
2. Increase Sales ROI
3. Feedback on how leads translate into customers
MARKETING SALES
When building contact lists, use your qualification and sales process to
identify the “green lights” and “red flags” for engagement.
HOW MIGHT WE TWEAK THE LANGUAGE OF A MARKETING EMAIL TO SHOW OUR CONTACT WE NOTICED THEIR SOURCE OF DISCOVERING US?
We need to remember that everybody’s business is different, and the key information we track about people we communicate
with is going to be a little different.
• “What reasons would you have to use a product or service like ours?”
• “What goals will it help you accomplish? Problems it will solve?”
• “Do you currently use other products or services in our industry?”
• “What challenges are you concerned about facing in implementing or
using a product or service like ours?”
What custom properties could we create to qualify LEADS?
• “How satisfied are you with our product/service?”
• Engaged/disengaged customer (emails, social, site visits, webinars)
• “Do you know others we might help? Internally/Externally?”
• Customer has visited other product service/pages
• “Which product/service topics would you like to learn more about?”
• Customer has visited our ‘refer a friend’ page
• “Which of our service/support channels are most useful to you?”
What custom properties could we create to qualify CUSTOMERS?
LIST NAMES SHOULD BE SPECIFIC AND MEANINGFUL We should be able to tell who is on the list based on the title
HOW ARE YOU MANAGING/REPORTING AROUND YOUR HUBSPOT CONTACT DATABASE? …ON A DAILY, WEEKLY, MONTHLY BASIS?
• Include all business contacts (fans, leads, customers, vendors and employees)
• Track contacts that close as customers.
• Remove contacts that are no longer engaged.
• Merge duplicate contacts.
• Automate updates with Workflows App
• Set up and maintain integrations with other software.
HOW DO WE KEEP OUR HUBSPOT CONTACTS DATABASE RELEVANT AND UP TO DATE?
Flickr user Jennifer C
• Who are the different personas that might use the gym?
• Why do they want to go to the gym?
• Which services do they plan to use?
• How do they plan to use the gym?
• What challenges they might face?
What properties would we create to identify:
• Product User Guides: Contacts + Lists (links are in each app)
• HubSpot Certification Training: Contacts + Lists
• Inbound Certification Training: Smarketing + Inbound Sales
• HubSpot Projects: Contact Re-Engagement + Life-Cycle
Stages + Lead Scoring + Subscriber Re-Engagement
• Workshop with your team on optimizing Contacts and Lists
GETTING STARTED WITH CONTACTS OPTIMIZATION + ACCERLATION
ü A list of all your customers
ü Every contact that has opened more than 3 emails
ü All of your leads who have filled out 2 forms or more
ü A list of all your customers who became customers between
April and June of 2015
ü All of your subscribers that found your site through social
TEAM WORKSHOP IDEA: ‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’