We had a great gathering of enthusiastic HubSpotters. In this presentation, we discussed two of the new HubSpot add-ons (Ads and Reporting). Our friends at Lendio discussed Zapier and how awesome it is to work with inside of HubSpot. And finally we discussed Marketing Automation and lead scoring. Take a look at the deck, and join is at an upcoming event!

1. #SLCHUG
Good morning
Wi-fi- lhm-open
L: SLCHUG P: wjhEIYNx

2. #SLCHUG
Agenda
• Welcome
• Survey Results / Reporting Add-On w/ Brandon
• Ads Add-on w/ Doc
• HubSpot & Zapier w/ Ben & Matt
• Workflows & Lead Scoring w/ Maggie
• Q&A & Wrap-up

3. #SLCHUG
READY?

4. #SLCHUG
FIRST UP
Brandon Carter

5. #SLCHUG
BRANDON
CARTER
@bscarter
Marcom Manager
Access Development
Co-Leader of SLCHUG

6. #SLCHUG#SLCHUG
Survey Results

7. #SLCHUG#SLCHUG
Survey Responses
22 Responses
Lots of written feedback
Volunteers and Facilities!
Facility, location is mostly good
Demand for downtown
Boooo catering
Mornings work well
Lots of interest in inbound- and HubSpot-centric content
Top topic interest: automation and workflows
Breakouts/webinars

8. #SLCHUG#SLCHUG
Survey Comments
More networking time
Cocktails!
I can donate some prizes
Pitfalls (Horror stories)
Interest/industry breakouts
“Brandon, you aren’t very good at designing surveys”
Thanks, and please keep the feedback coming!

9. #SLCHUG
REPORTING ADD-ON

10. ONE DASHBOARD.
ALL YOUR REPORTS.

11. #SLCHUG#SLCHUG
Reporting Add-On
10-day free trial
$200 per month
“Central Dashboard”
For marketing and
sales

12. #SLCHUG#SLCHUG
Reports
Funnel
Personas
Days to Close
Sources

13. #SLCHUG#SLCHUG
Dashboards
Funnel
Personas
Days to Close
Sources

14. #SLCHUG#SLCHUG
Is it Worth It?
Resources:
http://blog.hubspot.com/
customers/new-reporting-add-
on
http://knowledge.hubspot.com/
reports-user-guide-v2/how-to-
use-the-reporting-add-on-in-
hubspot
http://academy.hubspot.com/
broadcasts/reporting

15. DID YOU KNOW...
You can create funnel
reports to show how your
contacts are moving
through different
lifecycle stages.

16. DID YOU KNOW...
You can create
reports with eight
different
visualizations types.

17. START A TRIAL
bit.ly/HStrial

18. #SLCHUG
NEXT UP
Darin Berntson

19. #SLCHUG
DARIN
BERNTSON
@iGoByDoc
Founder
Bernco Media
(HubSpot Partner Agency)
Co-Leader SLCHUG

20. #SLCHUG
ADS ADD-ON

21. #SLCHUG
HubSpot Used to Think
Traditional
Cold Calling
SPAM Emails
Interruptive Ads
Marketer - Centric
Inbound
SEO and Content
Blogging
Attraction
Customer - Centric
vs
If you bought an ad, you were irritating your customer

22. #SLCHUG
But they decided to take another look
And listen harder to their customers
Of HubSpot customers have
used ads this year.
Successfully using ads to amplify the effect of
great inbound marketing campaigns.
53%

23. Some Ads Amplify Inbound
Ads that satisfy intent and extend the reach of great content
LinkedIn Sponsored Updates:
• Appear in LinkedIn Stream just like content
• Ability to reach the right audience based on
professional targeting signals
• Self managed with only a $10 minimum
• Amplify the effect of great content driving more
leads from existing offers
• Integrate into existing HubSpot campaigns
through the Ads Add-On

24. DID YOU KNOW...
You can trial HubSpot ads for free for 14 days and get a free $100 LinkedIn
credit?

25. You can track what happens after someone clicks on your ads?
DID YOU KNOW...

26. START A TRIAL
bit.ly/HStrial

30. #SLCHUG
ADS ADD-ON
$100 Month - 14 Day Free Trial
Is It Worth It?

32. Is It Worth It? It Depends….

33. Is It Worth It? It Depends….

34. Is It Worth It? It Depends….
• LinkedIn is only network today

35. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords

36. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap

37. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager

38. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use

39. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform

40. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking

41. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking
• Source reports

42. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking
• Source reports
• But has own reporting

43. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking
• Source reports
• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason

44. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking
• Source reports
• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason
• Try the trial, get your $100 credit, and see how it works for you

45. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking
• Source reports
• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason
• Try the trial, get your $100 credit, and see how it works for you

46. Is It Worth It? It Depends….
• LinkedIn is only network today
• Purchase add-on and get beta access to Google Adwords
• Twitter / Facebook on roadmap
• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
• Very easy to use
• Not quite fully baked into marketing platform
• Campaign tracking
• Source reports
• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason
• Try the trial, get your $100 credit, and see how it works for you
Now go, be inbound-y with your ads. Do not use for evil! =)

47. #SLCHUG#SLCHUG

48. #SLCHUG#SLCHUG
Questions?

49. #SLCHUG
NEXT UP
Ben Beck
Matt Darlymple

50. #SLCHUG
BEN
BECK
Director of Marketing
LENDIO
MATT
DARLYMPLE
Marketing Automation
Manager
LENDIO

51. 14 ways to leverage
Zapier And hubspot
HUBSPOT & ZAPIER
BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
Easily generate more leads and revenue from third party products with NO help
from developers!

52. HUBSPOT & ZAPIER
BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS

53. HUBSPOT & ZAPIER
BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS

54. HUBSPOT & ZAPIER
BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS

55. Accept leads via email
01
USE CASE
It's hard to launch new partnerships or campaigns when a lead vendor or a tool doesn't integrate well with your current
tools. Next time a lead supplier tells you they’d like to get you the leads via one off emails, you can tell them yes!

56. Accept leads via email
01
USE CASE
It's hard to launch new partnerships or campaigns when a lead vendor or a tool doesn't integrate well with your current
tools. Next time a lead supplier tells you they’d like to get you the leads via one off emails, you can tell them yes!
Hubspot > Zapier Parser > whomever

57. www.pbs.org/go/Barrick.Rosenblatt

87. Text message marketing
02
USE CASE
Text message marketing and nurturing can greatly improve your contact rates and close rates. With
Zapier it’s easy to integrate Hubspot and Twillio – with absolutely NO developers needed!

88. Text message marketing
02
USE CASE
Text message marketing and nurturing can greatly improve your contact rates and close rates. With
Zapier it’s easy to integrate Hubspot and Twillio – with absolutely NO developers needed!
Hubspot > Zapier > Twilio

89. INTEGRATE OTHER CRMS
03
USE CASE
Hubspot natively supports the SalesForce CRM. Zapier makes Hubspot even more powerful as you can integrate all the
other popular CRMs (or even other marketing tools). It’s easy and requires no developer help!

90. INTEGRATE OTHER CRMS
03
USE CASE
Hubspot natively supports the SalesForce CRM. Zapier makes Hubspot even more powerful as you can integrate all the
other popular CRMs (or even other marketing tools). It’s easy and requires no developer help!
Hubspot > Zapier > your crm

91. Google Sheets & Hubspot
04
USE CASE
Zapier makes it easy for Google Sheets to talk with Hubspot. You can use this feature to edit fields
with spreadsheet formulas and pass back from Google Sheets to Hubspot.

92. Google Sheets & Hubspot
04
USE CASE
Zapier makes it easy for Google Sheets to talk with Hubspot. You can use this feature to edit fields
with spreadsheet formulas and pass back from Google Sheets to Hubspot.
Google Sheets > Zapier > Hubspot

93. Social medi
Posting
05
USE CASE
Have you ever thought of automating the new customer process? Zapier allows you to
automatically post new deals/relationships with cusomters through Hubspot.

94. Social medi
Posting
05
USE CASE
Have you ever thought of automating the new customer process? Zapier allows you to
automatically post new deals/relationships with cusomters through Hubspot.
Hubspot > Zapier > Buffer

95. Instant Sales
Notifications
06
USE CASE
Pushbullet allows your sales reps to automatically receive effective notifications
that you can set through Hubspot. Zapier will tie these two tools together to help
sales connect to your customer base.

96. Instant Sales
Notifications
06
USE CASE
Pushbullet allows your sales reps to automatically receive effective notifications
that you can set through Hubspot. Zapier will tie these two tools together to help
sales connect to your customer base.
Hubspot > Zapier > PushBullet

97. Better manage events
07
USE CASE
Using Hubspot or Eventbrite alone for your even management means you’re leaving registrants and attendees on the table. If
you use Zapier to integrate the two, you can leverage both to make your event more successful!

98. Better manage events
07
USE CASE
Using Hubspot or Eventbrite alone for your even management means you’re leaving registrants and attendees on the table. If
you use Zapier to integrate the two, you can leverage both to make your event more successful!
Hubspot > Zapier > Eventbrite

99. Send slack notifications
08
USE CASE
Slack is a new communication tool that is taking the world by storm: it’s the fastest adopted business tool ever. The power of
Hubspot can be further leveraged if you use it to send notifications into Slack.

100. Send slack notifications
08
USE CASE
Slack is a new communication tool that is taking the world by storm: it’s the fastest adopted business tool ever. The power of
Hubspot can be further leveraged if you use it to send notifications into Slack.
Hubspot > Zapier > slack

101. Leverage Your Email Contacts
09
USE CASE
Do you need your Gmail contacts in Hubspot? Zapier allows you to add Hubspot contacts from your
Gmail account automatically.

102. Leverage Your Email Contacts
09
USE CASE
Do you need your Gmail contacts in Hubspot? Zapier allows you to add Hubspot contacts from your
Gmail account automatically.
Hubspot > Zapier > GMAIL

103. Phone Calls For Prospects
10
USE CASE
Hubspot can automatically call the sales rep for high priority prospects and give them the
information to contact their perspective client.

104. Phone Calls For Prospects
10
USE CASE
Hubspot can automatically call the sales rep for high priority prospects and give them the
information to contact their perspective client.
Hubspot > Zapier > SMS

105. Automated direct mail
11
USE CASE
With engagement rates north of 4% vs 0.06% with Google, direct mail may be the marketing method that energizes
your marketing efforts. With Hubspot and Zapier you can automate direct mail sends using no developer help!

106. Automated direct mail
11
USE CASE
With engagement rates north of 4% vs 0.06% with Google, direct mail may be the marketing method that energizes
your marketing efforts. With Hubspot and Zapier you can automate direct mail sends using no developer help!
Hubspot > Zapier > zendirect or thankster

107. Tie into task management
12
USE CASE
Whether you’re using Trello, Podio, Asana, or some other project/task management tool, Hubspot has some powerful
integrations through Zapier. For example, if a lead takes a certain action you can create a new task for follow-up.

108. Tie into task management
12
USE CASE
Whether you’re using Trello, Podio, Asana, or some other project/task management tool, Hubspot has some powerful
integrations through Zapier. For example, if a lead takes a certain action you can create a new task for follow-up.
Hubspot > Zapier > trello/asana/other

109. Reviews Evaluation
13
USE CASE
Semantria analyzes reviews on the web to see if they are negative or positive, and passes the sentiment
into Hubspot. This can help your team evaluate which products are working for your clients.

110. Reviews Evaluation
13
USE CASE
Semantria analyzes reviews on the web to see if they are negative or positive, and passes the sentiment
into Hubspot. This can help your team evaluate which products are working for your clients.
Hubspot > Zapier > Semantria

111. Create Tickets And Alerts
14
USE CASE
If a negative review comes to your company, Hubspot has the ability to parse the email and create a
ticket in Zendesk. This is done through the Zapier integration.

112. Create Tickets And Alerts
14
USE CASE
If a negative review comes to your company, Hubspot has the ability to parse the email and create a
ticket in Zendesk. This is done through the Zapier integration.
Hubspot > Zapier > Zendesk

113. Promarketing.academy/hubspot
HUBSPOT & ZAPIER
BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS

114. Promarketing.academy/hubspot
HUBSPOT & ZAPIER
BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
Matt.dalrymple@lendio.com
Ben@roi.me

115. #SLCHUG#SLCHUG
Questions?

116. #SLCHUG
SPEAKING OF
INTEGRATIONS

117. #SLCHUG#SLCHUG
Native Connections
• Salesforce
• Wistia
• GoToWebinar
• SurveyMonkey
• Napier
• WordPress
• UberConference
• Eventbrite
Many more featured integrations
http://www.hubspot.com/products/integrations

118. #SLCHUG
As mentioned by
Ben and Matt

119. #SLCHUG#SLCHUG
Welcome, Romney Williams - ZenPrint

120. #SLCHUG
NEXT UP
Maggie Georgieva

121. #SLCHUG
Customer Success Manager
MAGGIE
GEORGIEVA
@mgieva
Product Manager: Contacts,
Workflows & Campaigns
Also, a sugar addict.

122. Inside
Workflows &
Lead Scoring

124. A Workflows Walk-Through with Focus on New Updates
3 Workflows You Need to Consider
Enabling Sales with Lead Scoring
1
2
3
Inside Workflows & Lead Scoring

125. WALK-THROUGH
If you do the same work
manually daily/weekly/
monthly, consider using
Workflows.

126. a mechanism of nurturing contacts
& automating repetitive tasks.
Workflows

127. The Benefits of Lead Nurturing

128. What are you creating a Workflow for?
(1) Ongoing engagement
(2) Tradeshow or event (e.g. HUG)
(3) Appointment follow-ups (e.g. Consultation)

130. What are you trying to achieve?
Determining your goal will direct your entire
workflow. Are you trying to reawaken cold leads?
Increase lead quality? Generate new leads?

132. Who do you want to target?
Decide who you are trying to reach. What
problem are you helping them solve? This
is key for helping you create the content for
your lead nurturing campaign.

134. What content do you want to send?
Content is a key piece of lead nurturing. Include the
right offers and emails in your actions. Explore
spacing out the actions with different delays.

136. How will you measure performance?
Find how many contacts are enrolling into your
workflows and how the automated emails are doing.

138. What if something goes wrong?
Use the Search function to find where a contact is
in your Workflow and what will happen to them in
the future.

140. TRY THESE
Let’s go through 3
Workflows that you will
want to consider creating.

141. Use Workflows to drive qualified leads
1

142. Use Workflows to drive qualified leads2
Increase the number of
conversions to qualified leads.
Educate contacts in the
consideration stage.
Optimize for the best timing to
share product info.

143. 2
PERSONA:
Marketers
interested in getting
traffic.
GOAL: Leads
into MQLs
ACTIONS:
Relevant content
with strong CTAs.

144. CONTENT:
Relevant to the
Persona’s
interests.
DESIGN: Simple
& Responsive.
CTA:
Product call-to-
action at the end.

145. Use Workflows to re-engage dormant leads
2

146. Use Workflows to re-engage dormant contacts2
Get rid of bad contacts.
Nurture a list of unengaged contacts.
Measure performance by the growth
of your newly engaged list.
Z
Z
Z

147. ACTIONS:
Top content.
SEGMENT:
Unengaged
contacts
ACTIONS:
Optimize with a
conditional branch.

148. Use Workflows to increase sales efficiency3

149. Use Workflows to increase sales efficiency3
Make your sales reps more
productive.
Assign most engaged leads to reps
as soon as they become qualified.
Measure performance by checking
the close rate.
$

150. SEGMENT:
Most
engaged
contacts in
a specific
area.
ACTION:
Notify rep.

151. INCREASE SALES
EFFICIENCY WITH
LEAD SCORING
How to start using Lead
Scoring for better sales
performance.

152. a method of assessing your
highest and lowest quality leads.
Usually is a grade or a score.
Lead Scoring

153. No job title, no phone number, no
company name
Job title known, phone number known,
company name known
Job title, phone number and company name
are all known, Filled out Contact Us form
and visited website 3 times.
1 pt.
5 pt.
8 pt.

156. Standard Lead Scoring is hard
and burdensome
• It takes a lot of work
• It is hard to validate
• It is too simplistic
• Sales & Marketing still
disagree
PHOTO CREDIT: JD HANCOCK

157. INBOUND15
PHOTO CREDIT: MAMOJO
PHOTO CREDIT: MAMOJO

158. Uses historic data to predict how
likely a contact is to close into a
customer.
Predictive Lead Scoring

159. HubSpot’s Predictive Lead Scoring

160. INBOUND15

161. INBOUND15

162. INBOUND15

163. INBOUND15

164. INBOUND15

165. How do you empower Sales
with Lead Scoring?

166. Build a view for Sales.
First things first. Ensure
your sales team has the
most qualified leads.

167. Set up a Sales workflow.
Set up a workflow or
sequence for Sales to
enroll these most
qualified leads in.

168. Better sales notifications.
Ping Sales any time a
contact reaches a
specific score.

169. Nurture less
qualified leads.
Create a workflow to
nurture leads who sit in
the middle.

171. THANK
YOU.

172. #SLCHUG#SLCHUG
Questions?

173. #SLCHUG
113
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management

174. #SLCHUG#SLCHUG
Coming Soon
Webinars, Blog, Podcast,
Interviews, and/or Blab
Diving deeper into HubSpot tools
and Inbound Methodology

175. #SLCHUG
Our Next Big Event
LUKE
SUMMERFIELD
@SavvyLuke
Program Manager
February 25, 2016