Scott Nursten on using HubSpot

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This document summarizes Scott Nursten's presentation on how to get the most out of the HubSpot platform. It discusses focusing on personas by researching 20 clients to identify common attributes, which reduced traffic by half but increased contact and client conversions. It also discusses mapping the buyer journey using tools like Google Analytics, Hotjar, and isolating key steps at each stage. The document emphasizes using an agile, lean approach of building, measuring, and learning in short sprints, and letting data drive decisions rather than assumptions.

Marketing

SCOTT
NURSTEN
w w w . s t r u t o . c o . u k

How to get the most
out of HubSpot
Present ed by Scott Nursten

How to get
the most out
of your
HubSpot
platform...

About Me
• Serial Entrepreneur
• Technology Enthusiast
• Value Investor
• Analytical Thinker
• Thrill Seeker
(Workaholic)
(Geek)
(Long term thinker)
(I love data)
(Crazy)

Its all about
the
persona &
their buyer
journey

Focusing on the persona…
Traffic halved from 24k to 13k
Contact conversion 2.9% to 5.2%
(10.7% in the last quarter)
Client conversion 20x
(Nearly 30x in the last quarter)

How I did it
Google Analytics Audience Stats
Picked 20 clients
Researched them manually
Looked for common attributes
Aimed to remove segmentation
Repeated across the client base

https://flickr.com/photo/64303111@N07/6090496389/
Mapping the buyer journey is harder

How I did it
Google Analytics
• Segmentation
• Behaviour Analysis
Hotjar
• Funnel Analysis
• Polls & Surveys

https://flickr.com/photo/48388323@N04/5224878302/
Funnel, rinse, repeat...

https://flickr.com/photo/93992414@N08/8657940493/
Isolate key steps at each stage of the buying cycle

Customer Journey
Website Design
Behaviour Analysis
Heatmaps
Recordings
Funnels
Polls
Offer Right?
Solve Persona Issues
Trust Equation
Recordings
Funnels
Platform updates
Performance
Analytics
Heatmaps
Recordings
Funnels
Polls
Surveys
Keyword Strategy
BWP
Analytics
Search Console

https://flickr.com/photo/8418203@N07/2625913672/
Be Agile. Be Lean.

Challenge everything!
Work in short sprints.
Build, Measure, Learn.

You have to start with
fundamental assumptions …
… but you need to switch to
data-driven choices swiftly.

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Scott Nursten on using HubSpot

1. SCOTT NURSTEN w w w . s t r u t o . c o . u k

2. How to get the most out of HubSpot Present ed by Scott Nursten

3. How to get the most out of your HubSpot platform...

4. About Me • Serial Entrepreneur • Technology Enthusiast • Value Investor • Analytical Thinker • Thrill Seeker (Workaholic) (Geek) (Long term thinker) (I love data) (Crazy)

5. Its all about the persona & their buyer journey

6. Focusing on the persona… Traffic halved from 24k to 13k Contact conversion 2.9% to 5.2% (10.7% in the last quarter) Client conversion 20x (Nearly 30x in the last quarter)

7. Understanding personas is hard

8. How I did it Google Analytics Audience Stats Picked 20 clients Researched them manually Looked for common attributes Aimed to remove segmentation Repeated across the client base

9. https://flickr.com/photo/64303111@N07/6090496389/ Mapping the buyer journey is harder

10. How I did it Google Analytics • Segmentation • Behaviour Analysis Hotjar • Funnel Analysis • Polls & Surveys

11. https://flickr.com/photo/48388323@N04/5224878302/ Funnel, rinse, repeat...

12.

13.

14. https://flickr.com/photo/93992414@N08/8657940493/ Isolate key steps at each stage of the buying cycle

15. Customer Journey Website Design Behaviour Analysis Heatmaps Recordings Funnels Polls Offer Right? Solve Persona Issues Trust Equation Recordings Funnels Platform updates Performance Analytics Heatmaps Recordings Funnels Polls Surveys Keyword Strategy BWP Analytics Search Console

16. https://flickr.com/photo/8418203@N07/2625913672/ Be Agile. Be Lean.

17. Challenge everything! Work in short sprints. Build, Measure, Learn.

18. Let the data drive you

19. You have to start with fundamental assumptions … … but you need to switch to data-driven choices swiftly.

20. Use the tools, Luke...

Scott Nursten on using HubSpot

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