At the HubSpot User Group meetup in Albuquerque, we talked about how to build better campaigns, capture high-quality leads, and promote your content effectively. We also shared some examples from our own campaigns, asked questions, and talked about how to get the most out of the different aspects of HubSpot.

1. Welcome to

2. 11:30am- sign in/network/grab lunch
11:50am- announcements & introductions
12:00pm- Creating Campaigns that Convert
12:20pm- “Round table” discussions
12:45pm- Q&A
Agenda

3. First time at HUG?
We’re so glad you’re here!
This is our FIRST HUG in ABQ!
We meet once a quarter (or more) to share inbound
marketing best practices and get to know other marketers
in Albuquerque. Enjoy free lunch on HubSpot!

4. We’ll be sending out a survey after the meeting to get your
feedback. Please let us know if you have any questions or
suggestions.
We want to hear from you!

5. Upcoming HUG Events:
[Details TBA]
October: Special guest speaker from HubSpot
December: Holiday Happy Hour

6. Introductions

7. Introductions
Tell us about yourself…
•What you do + where you work
•How long have you been in inbound marketing?
•HubSpot user?
•Something fun!

8. Hi, I’m Carrie
-Account Manager at Pyxis Growth
Partners, HubSpot Platinum Parter
-Helped lead the Austin HUG from
2015-2018
-Fat bike enthusiast
Introductions

9. Creating Campaigns
that Convert

10. Advertising is EVERYWHERE. How do you get your
message to stand out?
Campaigns

11. THEN:
Make a cool creative, put a bunch of money
behind it, sit back, hope it works.
Think radio ads, billboards, etc.
Campaigns

12. NOW:
More channels, more data…more confusion?
Campaigns

13. While it may use multiple channels, an inbound
marketing campaign doesn’t have to be confusing.
Campaigns

14. Campaigns
Inbound marketing campaigns are
concentrated efforts that align all of your
marketing channels around a single
message and goal.

15. Inbound marketing campaigns start with an offer
(ebook, webinar) you can promote through
multiple channels (email, social).
Then you nurture those leads through your
marketing funnel.
Campaigns

16. Inbound marketing campaigns should always:
•start with the customer in mind
•use integrated tools to connect everything
•work in any situation
Campaigns

17. Campaigns should start with SMART goals.
Specific
Measurable
Attainable
Relevant
Timely
Campaigns

18. Specific: Your goal should be unambiguous and
communicate what is expected, why it is important, who's
involved, where it is going to happen, and which constraints
are in place.
Measurable
Attainable
Relevant
Timely
SMART Goals

19. Specific
Measurable: Your goal should have concrete criteria for
measuring progress and reaching the goal.
Attainable
Relevant
Timely
SMART Goals

20. Specific
Measurable
Attainable: Your goal should be realistic and possible for
your team to reach.
Relevant
Timely
SMART Goals

21. Specific
Measurable
Attainable
Relevant: Your goal should matter to your business and
address a core initiative.
Timely
SMART Goals

22. Specific
Measurable
Attainable
Relevant
Timely: You should have an expected date that you will
reach the goal.
SMART Goals

23. Three questions to guide the content creation
process:
1. Is this offer valuable to my target audience?
2. Does this offer align with my business goals?
3. Is this offer targeted at the right person at the
right time?
Content

24. Content Mapping: the process in which you
decide what content is most appropriate for a
person to receive at a given time, based on the
buyer’s journey.
Content

25. Conversion Path: where the magic (conversion)
happens!
Campaigns

26. Which elements make up a conversion path?
•call-to-action
•landing page
•thank you page (or thank you landing page)
•kickback (follow-up) email
Conversion path

27. •use actionable language
•align CTA copy with your landing page copy
•create a highly contrasting design
•personalize CTAs for different segments of your
audience (visitors vs. leads vs. customers)
Call-to-action

28. To drive results, design a page that is intentional
and action-oriented.
• limit navigation
•deliver value
•optimize your form
•leverage contrast
•incorporate social proof
Landing pages

29. • limit navigation
•deliver value
•optimize your form
•leverage contrast
•incorporate social proof
Landing pages

30. • limit navigation
•deliver value
•optimize your form
•leverage contrast
•incorporate social proof
Landing pages

31. Should be intentionally designed to deliver the
offer and encourage more engagement with
your business.
•start with a confirmation
•explain how to access your offer
•provide a secondary offer
•re-introduce navigation
Thank you pages

32. •start with a confirmation
•explain how to access your offer
•provide a secondary offer
•re-introduce navigation
Thank you pages

33. •start with a confirmation
•explain how to access your offer
•provide a secondary offer
•re-introduce navigation
Thank you pages

34. The purpose of this email is to deliver a link to the
content they requested so they can access it at
any time via their inbox.
•serve up the goods
•add social sharing
•introduce a secondary call-to-action
Kickback (follow-up) emails

35. •serve up the goods
•add social sharing
•introduce a secondary
call-to-action
Kickback (follow-up) emails

36. •serve up the goods
•add social sharing
•introduce a secondary
call-to-action
Kickback (follow-up) emails

37. According to HubSpot Academy’s Content
Marketing Certification, you should spend 40% of
your time creating content and 60% distributing
and promoting your content!
Campaign launch

38. More than just a tweet!
•change your cover photo
•pin a tweet
•create a campaign hashtag
•create a story (instagram, facebook, snapchat)
•start a discussion in a LinkedIn or FB group
Social media

39. Don’t let your campaign hide on a landing page!
•add a CTA to your homepage (banner, featured
module)
•leverage pages within your site (slide-in CTAs
based on URL)
•add a CTA to your blog sidebar
Website

40. Blogging drives more traffic to your landing page
than any other tool.
Each time you blog, you give search engines one
more opportunity to find you + you get the
opportunity to rank for more keywords and grow
your reach.
Blog

41. •Write 3-5+ piece of blog content related to your
campaign.
•Create a CTA at the bottom of each blog post
that links to the offer
•Experiment with slide-in and anchor text CTAs
•Encourage social sharing of blog posts with
built-in social share buttons and tweetable
quotes.
Blog

42. Increase engagement with your current database,
and utilize its sharing power to generate new
leads.
•Email segments of your own database about the
content.
•Include “lazy tweets” to make it simple for
people to share with their networks.
•Leverage your network by reaching out + asking
to share.
Email

43. •Optimize your page for specific keywords/
keyword phrases. (URL, meta, title, alt-tags)
•Create a topic cluster with your campaign
landing page serving as the pillar page.
•Optimize your landing page or promotional blog
posts for Google's featured snippet to increase
traction on SERPs.
Organic

44. Organic

45. Use paid ads to amplify the messages you’re
sharing on social.
•Facebook ads
•Instagram ads
•LinkedIn sponsored content
Paid

46. Facebook ads: Make your ads very targeted to ensure your
ad spend is most efficient. Use Facebook’s Lookalike
Audiences to promote content people similar to your fans.
Paid

47. Instagram Ads: In addition to an Instagram marketing
strategy, campaign ads on Instagram can be used to
complement your ongoing content posting schedule.
Paid

48. LinkedIn Sponsored Content: Sponsored Content can be
highly-targeted (industry, role) and used to help surface
relevant content for quality prospects (recommended for B2B
markets).
Paid

49. Don’t forget about the reach of your employees!
•Send employees a link to the landing page along
with ways they can share (email, social, etc).
•Create email and social messaging templates for
your sales teams or executives.
Internal promotion

50. There are tons of metrics you can report on (website visits,
conversions, leads per channel)—where do you begin?
Reporting

51. The key is to revisit your campaign goals. Start by zooming
in on the metrics tied directly to those goals.
Reporting

52. •Visits- the number of times users have reached your site
from an external source.
•Conversion rate of visits-to-contacts.
•Contacts- the number of new contacts generated, during
the given time frame.
•Conversion rate of contacts-to-customers.
•Customers- the number of customers whose first conversion
occurred during the given time frame.
Reporting

53. •Organic search- visits from search engines
•Referrals- visits from other websites
•Email marketing- visits from email campaigns
•Social media- visits from social media sites
•Paid social- visits from paid social ads campaigns
Reporting

54. •Paid search- visits from pay-per-click ads
•Direct traffic- visits from users directly typing in a URL
•Other campaigns- an additional source that can be used for
custom reporting with tracking URLs
•Offline Source- contacts and customers who originated
outside of your website
Reporting

55. Keep your campaigns focused and powerful.
And at the conclusion of your campaign, don’t forget to
report and reflect on the totality of your work to inform how
you might adapt the inbound framework to produce even
better results for your next campaign.
Campaigns

56. You did it!
Success!

57. Campaigns
It’s your turn to share!

58. Sample campaign
Business: HR software
Topic: FLSA
Persona:HR Heather
Goal: Sign up for a
consultation