Beyond Email - Using HubSpot Workflows to turn Subscribers into Customers

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  • Start with a general story—something broad about why it was so important to create workflows for our business. What did we want to achieve?
  • Define 3 things they need to know for this presentation:WorkflowsLifecycle stagespersonas
  • People were buying our product, but we didn’t really know much about them so we just categorized them as either using our product for customer support documentation or for internal support documentation. Because we painted our potential customers with such broad strokes, we didn’t know what they really valued about our product, how we could reach them, which message would resonate.We also didn’t identify where people were in the buying process when they came to us, so it was difficult to extend the right kind of invitations to people.We didn’t categorize anybody. And because we didn’t really know the personas and we didn’t identify the lifecycle stages very well, we were just sending out emails to people HOPING that our bland message would stick. There were no milestone goals, and there was no measuring how our campaigns were doing.
  • Content Level – Image Text Orientation 1
  • Leads and MQLs can be identified by paying you for a subset of your services as well. If you have an eBook that you charge money for, but you sell a SaaS marketing product, don’t put them as a customer when they pay you money for that eBook---mark them as a lead.For example, I don’t think that HubSpot would consider you a customer just because you paid money to come to Inbound---you would be a Marketing Qualified Lead or a Sales Qualified Lead.Make sure that you make these specific to your business. One area that we ran into problems is that we were considering everybody who paid us money to be a customer. We sell software as a service for a monthly fee. But we also sell other products that are less expensive and have less functionality. So initially, we were saying that even if somebody purchased a less expensive product (which weren’t our main SaaS product), we were marking them down as customers. We should have pegged them as Leads or something else.
  • Leads and MQLs can be identified by paying you for a subset of your services as well. If you have an eBook that you charge money for, but you sell a SaaS marketing product, don’t put them as a customer when they pay you money for that eBook---mark them as a lead.For example, I don’t think that HubSpot would consider you a customer just because you paid money to come to Inbound---you would be a Marketing Qualified Lead or a Sales Qualified Lead.Make sure that you make these specific to your business. One area that we ran into problems is that we were considering everybody who paid us money to be a customer. We sell software as a service for a monthly fee. But we also sell other products that are less expensive and have less functionality. So initially, we were saying that even if somebody purchased a less expensive product (which weren’t our main SaaS product), we were marking them down as customers. We should have pegged them as Leads or something else.
  • Explain very generally what lifecycle stages are for—very general
  • Connect personas to lifecycle stages
  • Connect personas to lifecycle stages
  • Content Level – Image Text Orientation 1
  • Content Level – Image Text Orientation 1
  • Content Level – Image Text Orientation 1
  • Content Level – Image Text Orientation 1
  • Content Level – Image Text Orientation 1
  • The places to go:MQLEngaged LeadNot engaged Lead (backburner list)
  • The places to go:MQLEngaged LeadNot engaged Lead (backburner list)
  • The places to go:MQLEngaged LeadNot engaged Lead (backburner list)
  • The places to go:MQLEngaged LeadNot engaged Lead (backburner list)
  • The places to go:MQLEngaged LeadNot engaged Lead (backburner list)
  • The places to go:MQLEngaged LeadNot engaged Lead (backburner list)
  • Content Level – Image Text Orientation 1
  • Content Level – Image Text Orientation 1

Transcript

  • 1. #INBOUND13 Beyond Email Using Workflows to Turn Subscribers into Customers Greg DeVore and Jā DeVore
  • 2. @jadevore Jonathan DeVore @gdevore Greg DeVore
  • 3. What are the goals for today? 1. Define lifecycle stages and personas for your business 2. Create goal oriented workflows 3. Measure the effectiveness of your workflows
  • 4. What was our challenge?
  • 5. Lifecycle stages
  • 6. 1 Subscriber – folks who know about you and have opted in to hear from you periodically 2 Lead – shown more interest in what you offer and have given you more information 3 Marketing Qualified Lead – identified themselves as more deeply engaged 4 Sales Qualified Lead – sales team has accepted as worthy of a direct sales follow up 5 Opportunity – contacts who have become real sales opportunities in your CRM 6 Customers – an actual, paying customer of your main product Examples of HubSpot lifecycle stages
  • 7. 1 Subscriber – Subscribed to our newsletter or blog 2 Lead – Has taken an action that helps us identify their persona 3 Marketing Qualified Lead – Has signed up for a trial of our product 4 Sales Qualified Lead – NA 5 Opportunity – NA 6 Customers – People who purchase a subscription to our service Map the lifecycle stages to your business
  • 8. Marketing personas
  • 9.  Bad: Someone who needs to do create software documentation  Good: Someone at a B2B software company that has been newly tasked with creating and/or improving their how-to guides Marketing personas
  • 10.  The lifecycle stage helps us identify how far across the river the contact has come  The persona helps us determine what will motivate them to take the next step  The workflow helps us automate the process Why lifecycle stages, personas and workflows?
  • 11. Set small goals
  • 12. 1 Identify contacts who fit a specific persona 2 Move the contacts that match that persona to the next lifecycle stage Some good small goals
  • 13. Email course example
  • 14. Lead nurturing example
  • 15. Measure the effectiveness of your workflow
  • 16. #INBOUND2013 Define your lifecycle stages
  • 17. #INBOUND2013 Define your personas
  • 18. #INBOUND2013 Set small goals
  • 19. #INBOUND2013 Measure the effectiveness
  • 20. #INBOUND2013 Experiment until you get it right
  • 21. #INBOUND2013 Define your lifecycle stages Define your personas Have a goal Measure the effectiveness Experiment until you get it right
  • 22. Turn this…
  • 23. into Success!
  • 24. QUESTIONS?