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Beyond Email - Using HubSpot Workflows to turn Subscribers into Customers
 

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.
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  • 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
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  • 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

Beyond Email - Using HubSpot Workflows to turn Subscribers into Customers Beyond Email - Using HubSpot Workflows to turn Subscribers into Customers Presentation Transcript