To thrive in today's ever-evolving marketplace, B2B tech companies need to use automation to optimize their sales and marketing processes. In this presentation, you'll learn how HubSpot's automation tools can create a cohesive and efficient automation strategy that aligns with your overall marketing and sales objectives. You'll come away with valuable insights and actionable tips to improve your automation processes and drive revenue growth, including: -- How to use lead scoring, lead nurturing and personalized content to streamline workflows, generate more leads and achieve business goals. -- How to use integrations to create a seamless customer experience, improve data accuracy and increase productivity. -- How to identify the key touchpoints along the customer journey and create workflows that deliver the right message to the right person at the right time. - - - This is the slide deck from the June 2023 HubSpot User Group (HUG) for B2B Technology USA. View the webinar recording at https://youtu.be/3PUYNE39dj4 Sign up for future HUG events at https://events.hubspot.com/b2b-technology-usa/

1. Christina Kay
Marketing Executive & Revenue Leader

2. About Your Host…
Kiwi Creative
We are a HubSpot Platinum
Solutions Partner for growing
B2B tech companies.
kiwicreative.net

3. About The Speaker
● 2022 Zapier Marketing Ops of The Year
● 2021 Demand Gen Report’s B2B Marketing
Technologist of the Year
● HubSpot Customer Advisory Board
● 35+ HubSpot Certifications
● Three dogs: Lexus, Nike, & Mowgli
● CLE sports and Traveling
Christina Kay | Marketing Executive & Revenue Leader
3

4. Agenda
● Omni-channel Automation Across Departments
● Sales & Marketing Alignment
● Advanced Lead Scoring & Nurturing
● AI + Automation = Awesomeness

5. Benefits to Automation Across the Company
5
ENHANCED CUSTOMER
EXPERIENCE
Deliver personalized interactions based on
a unified view of the customer.
INCREASED EFFICIENCY
Automation reduces manual tasks, allowing
all departments to focus on more strategic
initiatives.
INTERDEPARTMENTAL
COLLABORATION
Breaks down silos and encourages
collaboration to deliver a superior customer
experience.
SCALABILITY
Allows businesses to scale their operations
without compromising the customer
experience

6. The key to successful omni-channel automation is to
keep the customer at the center of everything.
Every department should be focused on how they can
contribute to a seamless and engaging customer
experience.

7. 7
Are you tired of
hearing,
“Sure, we get
leads but they
are junk”.

8. 8
Sales, CS, & Marketing

9. 9

10. Sales, CS, & Marketing Alignment
10
Involve Sales leaders and other sales team members on updating (or creating) your lead
scoring.
○ Sales Insight
○ Buy-in and Adoption
○ Continuous Improvement
○ Increased Efficiency and Productivity
○ Better Conversion Rates
Remember, lead scoring shouldn't be a one-time activity. It should be an ongoing process
that involves regular input and feedback from sales to ensure it remains accurate and
effective.

11. Take Action
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○ Client Health Scoring via Workflow
■ Create Custom View in the Overview Panel
● Client Health Score
○ Field Property (🟥, 🟩, or 🟨)
● Last Action in Product (Custom Behavioral Event)
○ Workflow Triggered by Action (delay step is super important here)
● Champion Program
○ When the checkmark is checked, WF is triggered to invite them.
■ Only certain teams will see this field/view
○ Don’t Just Nurture to Do It. Nurture by Their Intent.
■ eBooks, webinars, case studies, etc all have different weights
○ Quarterly feedback surveys (internally)

12. 12
Lead Scoring and Automation

13. 13

14. 14
Lead Scoring and Automation
Who uses lead scoring for retention?

15. 15
Lead Scoring and Automation
Who uses lead scoring for adoption?

16. Take Action
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Ongoing Education and Communication
○ Continuously provide users with educational content, best practices, and tips to
maximize their usage of your product (Custom Behavioral Events).
○ Send regular newsletters or product updates to keep users informed about new
features and improvements.
○ Encourage user communities and forums for knowledge sharing and peer support.
○ Use automated workflows to re-engage inactive users and provide targeted resources
to rekindle their interest.
Performance Tracking and Optimization
○ Monitor user engagement metrics, such as logins, feature usage, and support
interactions.
○ Analyze user feedback, conduct surveys, and gather insights to identify pain points and
areas of improvement.
○ Continuously optimize the adoption workflow based on data-driven insights to
enhance the user experience and drive higher adoption rates.

17. 17
Advanced Techniques with
Integrations

18. AI and Automation
18

19. LinkedIn: https://www.linkedin.com/in/christinakay
Twitter: @ChristinaKay
Instagram: @The.ChristinaKay
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20. Questions?
P.S. Save the date for our next HUG