Did you know that companies who prioritize improving customer experience generate 60% higher profits? Happy and engaged customers also buy 90% more often and spend 60% more per transaction! That's why our Q3 Knoxville HubSpot User Group (HUG) event for 2019 was focused on customer feedback and advocacy.

1. #KnoxHUG
H O W T O I N C R E A S E R E V E N U E :
USING CUSTOMER FEEDBACK AND ADVOCACY
#KnoxHUG

2. #KnoxHUG
F I R S T : W H A T ’ S A H U G ?
HUBSPOT USER GROUPS (HUGS) ARE:
“Free, in-person quarterly meetups that are open to
all HubSpot users. HUGs are typically hosted by a
local HubSpot Agency Partner, and are designed to
help you master all things strategy and software.“

3. I N T R O D U C T I O N S : K N O X V I L L E H U G L E A D E R & C O - L E A D E R
HOLLY YALOVE
/HOLLYYALOVE
MITCH TRANSUE
/MITCHELL-TRANSUE
W W W . V I E O D E S I G N . C O M
AGENCY CERTIFICATIONS:
• HubSpot Certified Trainer
• HubSpot Agency Partner
• HubSpot Growth Driven Design Agency
• HubSpot Design & Development
• HubSpot Inbound Marketing & Marketing Software
• HubSpot Inbound Sales & Sales Software
• HubSpot Partner Sales & Delivery
• HubSpot Client Management
• HubSpot Contextual & Content Marketing
• HubSpot Social Media & Email Marketing
• HubSpot Beta Testers
• Certified Google Partner
• Certified Yext Partner

4. #KnoxHUG#KnoxHUG
HUBSPOT PRODUCT UPDATE
H I G H L I G H T S

5. #KnoxHUG
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS
NEW TOOL TO MANAGE DUPLICATE
CONTACTS & COMPANIES!
AI-powered tool finds potential
duplicate contacts and companies for
you, and makes it easy to merge them.
Live for all Professional and Enterprise
HubSpot accounts

6. #KnoxHUG
3 EMAIL TOOL UPDATES:
1. New “from” option for small businesses
using free email providers
2. Improved From name and From address
inputs in the drag and drop Marketing
Email editor
3. Updated way to clean up unsubscribed or
bounced contacts (improves
email deliverability)
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

7. #KnoxHUG
UPDATE TO OWNER ASSIGNMENT IN
WORKFLOWS
Now, only owner rotation requires a paid
seat of Professional or Enterprise.
Explicit assignment no longer requires a
paid seat.
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS
#KnoxHUG
NEW UNPAID SEAT OPTIONS
• SET CONTACT OWNER PROPERTY
• SET COMPANY OWNER PROPERTY
• SET DEAL OWNER PROPERTY
• SET TICKET OWNER PROPERTY
• CREATE TASK
• CREATE DEAL
• CREATE TICKET

8. #KnoxHUG
NEW INTERNAL COMMENTS IN CONVERSATIONS
Now you can communicate privately with
colleagues on any Conversation thread in
real-time within the HubSpot Conversations
inbox using “Comment” mode.
Live for all HubSpot users
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

9. #KnoxHUG
3 UPDATES TO MATCH YOUR CHAT EXPERIENCE TO YOUR
TEAM'S AVAILABILITY
• SHOW A CHATFLOW BASED ON AVAILABILITY:
create chatflows that only appear when your team is available
• USE A NEW IF/THEN BRANCH TYPE CALLED “AGENT AVAILABILITY”:
route your visitors down different paths based on your
team’s availability
• HAND OFF BOTS TO AGENTS BASED ON AVAILABILITY:
takes agent availability into account so you can set it to not
route to an agent after business hours
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

10. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
NEW FEATURES FOR FREE CRM USERS!
• NATIVE FACEBOOK LEAD AD CREATION - Easily create a Lead Ad within the HubSpot interface.
• EXPANDED AD TOOLS - Manage and track up to $1,000 per month of ad spending across Facebook,
Google, and LinkedIn ads, plus conversion-level reporting and up to two account connections.
• EMAIL MARKETING TOOLS - Added ability to create contact lists and send up to 2,000 emails per
month, all with an email editor designed with efficiency and ease of use in mind.
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

11. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
NEW FEATURES FOR MARKETING STARTER
• LANDING PAGES: A brand new drag-and-drop editor to create beautiful, optimized
landing pages without needing to learn HTML, CSS, or JavaScript.
• FORM FOLLOW-UP EMAILS: Send up to three automated emails after form submissions to
start nurturing and converting leads.
*Marketing Starter pricing changes coming for purchases after Nov. 1
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

12. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
NEW FEATURES FOR SALES HUB USERS
• Removal of forms on meetings links for known contacts, kick off a task queue from any saved task
filter, and more control over automated meeting reminder emails
NEW FEATURES FOR SALES HUB PROFESSIONAL (COMING SOON)
• BUY NOW BUTTON - CTA that directly connects a product in your product catalogue to an online
purchase in Stripe
• ESIGNATURE - Get digital signatures for quotes
• CALCULATED PROPERTIES - Create fields (up to 5) that roll up data from other fields
*Sales Hub Professional pricing changes coming for purchases after Nov. 1
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

13. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
PUBLISH ANYWHERE SOCIAL REPORTS
Connect your social accounts to HubSpot
to get insight into how you’ve performed
over the last 60 days regardless of what
platform you used for social publishing!
Live for all Marketing Hub Professional and
Enterprise users.
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

14. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
NEW FOLDERS IN WORKFLOWS (BETA)
In Beta for Marketing Hub, Sales
Hub, and Service Hub Professional
and Enterprise users.
To help you stay organized, you
can now create folders for your
workflows
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

15. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
FACEBOOK MESSENGER INTEGRATION
(BETA)
FB Messenger now integrated into
Conversations so you can meet
your buyers where they are online
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

16. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
SOCIAL POST BOOSTING (BETA) - To make it easier for any marketer to start exploring
ads, HubSpot is adding Facebook social post boosting into the HubSpot social
tool. Live for Marketing Hub Professional and Enterprise users
NEW APP MARKETPLACE – Now easier to find, understand, and install apps for your
HubSpot account. Live for all HubSpot users
BUSINESS CARD SCANNER ON MOBILE - Visually refreshed business card scanner for
Android and iOS, powered by machine learning. Easily transform your cards into
digital contacts. Live for all HubSpot users
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

17. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
KNOWLEDGE BASE CONTENT EDITOR AND SELF SERVICE
Live for all Service Hub Professional users
New editor and added ability to customize article
access based on your HubSpot lists, which allows you
to share more knowledge with specific audiences
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS
#KnoxHUG

18. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
SUPPORT FORMS IN THE CONVERSATIONS INBOX
& TICKET AUTOMATION
• Create multiple support forms and respond to
form submissions right from your Conversations
inbox. Live for all HubSpot users
• Ticket automation – new time-saving options
across tickets and workflows. For Service Hub
Professional and Enterprise users
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

19. #KnoxHUG
INBOUND 2019 HUBSPOT UPDATE ANNOUNCEMENTS
ADVOCACY AUTOMATION AND FEEDBACK REPORTING
Live for all Service Hub Professional & Enterprise users
New advocacy automation workflows that trigger email
outreach based on survey data
HUBSPOT Q3 PRODUCT UPDATE HIGHLIGHTS

20. #KnoxHUG
Presented by: Holly Yalove
PRINCIPAL & CHIEF STRATEGIST, VIEO DESIGN
#KnoxHUG E V E N T S . H U B S P O T U S E R G R O U P S . C O M / K N O X V I L L E H U G
H O W T O I N C R E A S E R E V E N U E :
USING CUSTOMER FEEDBACK AND ADVOCACY

21. #KnoxHUG
• WHY FEEDBACK IS IMPORTANT
• INBOUND METHODOLOGY + FEEDBACK & ADVOCACY
• CREATING AN F&A PROGRAM IN 5 REPEATABLE STEPS
• HOW HUBSPOT CAN HELP
• WORKTIME: HUDDLE UP & BRAINSTORM
• HOMEWORK: CREATING YOUR OWN F&A PROGRAM
Questions welcome throughout!
W H A T W E ’ L L C O V E R

22. P R E S E N T A T I O N C O N T E N T C R E D I T S

23. #KnoxHUG
WHICH OF THESE COMPANIES HAVE HAD THE
BIGGEST
GROWTH IN STOCK PRICE SINCE 2010?
P O P Q U I Z
A. Apple
B. Amazon
C. Domino’s
D. Google

24. #KnoxHUG
Title Slide Header
Subtitle

25. From 2010-2018
Domino’s stock price
rose nearly 1400%!
Do any of you know
why?

26. Because in 2009, they tanked
A series of bad events +
negative viral video = Dominos
in a negative light

27. #KnoxHUG
Title Slide Header
Subtitle
2 0 0 9 : R a n k e d t h e W o r s t F a s t F o o d R e s t a u r a n t
i n A m e r i c a b y U S N e w s

28. NEW MANAGEMENT
#KnoxHUG
W H A T D I D T H E Y D O ?
New CEO - Patrick Doyle
Core leadership tenant = Leaning on the voice of the customer

29. NEW MANAGEMENT UNDERSTAND
CUSTOMER
SENTIMENT
#KnoxHUG
Collected feedback & listened
Social Media
Customer surveys

31. NEW MANAGEMENT CHANGEUNDERSTAND
CUSTOMER
SENTIMENT
#KnoxHUG
Pizza recipe
Innovative ideas for ordering
Creative ways to get people
back to the brand

32. NEW MANAGEMENT CHANGE UNDERSTAND
CUSTOMER
SENTIMENT
UNDERSTAND
CUSTOMER
SENTIMENT
#KnoxHUG
Building momentum
Adding force by
reducing friction

34. W H Y D O Y O U W A N T H A P P Y C U S T O M E R S ?
#KnoxHUG

35. ● Happy and engaged customers are more likely to continue
to purchase from you: they buy 90% more often and spend
60% more per transaction
● Happy and loyal customers are worth up to 10x as much as
their initial value or first purchase
● Companies who prioritize improving customer experience
generate 60% higher profits
● When asked to write a review, 70% of customers will
W H Y D O Y O U W A N T H A P P Y C U S T O M E R S ?

36. S O C I A L P R O O F
● Social proof is the psychological idea that people determine
what’s correct by finding out what other people think is correct
● Customer reviews are more than 12x more trusted than
descriptions that come from manufacturers
#KnoxHUG
Amazon Shopping: Who here checks the reviews first?

37. HAPPY CUSTOMERS = SOCIAL PROOF SOURCE

38. NEW MANAGEMENT CHANGE UNDERSTAND
CUSTOMER
SENTIMENT
UNDERSTAND
CUSTOMER
SENTIMENT
SOCIAL PROOF
Website Twitter tracker
“Sorry We Sucked” campaign
Delighted old customers
Attracted new customers

39. Patrick Doyle used the concept of
social proof and feedback and
advocacy to improve his brand

40. How do you spin your flywheel?
Reduce
friction
with
customer
feedback
Add force
through
advocacy

41. I N B O U N D M E T H O D O L O G Y
Inbound is a method of attracting, engaging, and delighting people to
grow a business that provides value and builds trust. As technology shifts,
inbound guides a company to do business in a human and helpful way.
#KnoxHUG

42. THE WAY TO ACCOMPLISH
THE INBOUND METHODOLOGY?
Through marketing,
sales, and service tools
that help you spin your
flywheel!
#KnoxHUG

43. I N B O U N D M E T H O D O L O G Y
NowPreviously
Reduce friction and add force = Momentum

44. “SORRY WE
SUCKED”
CAMPAIGN INNOVATIVE
ORDERING IDEAS
REVIEW RESPONSES
SOCIAL PROOF
(SHOWCASED TWEETS & REVIEWS)
THE WAYS DOMINOS USED THEIR FLYWHEEL
FOCUS GROUPS
POST DELIVERY SURVEYS

45. USE FEEDBACK TO
REDUCE FRICTION.
USE ADVOCACY TO
INCREASE FORCE.
Tonight’s focus

46. #KnoxHUG#KnoxHUG
SHOW OF HANDS
W h o h a s a f o r m a l f e e d b a c k
a n d a d v o c a c y p r o g r a m ?

47. HOW DO I CREATE
A FEEDBACK AND
ADVOCACY PROGRAM?
#KnoxHUG E V E N T S . H U B S P O T U S E R G R O U P S . C O M / K N O X V I L L E H U G

48. IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
5 STEPS FOR CREATING
A FEEDBACK & ADVOCACY PROGRAM
#KnoxHUG

49. IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
STEP 1: IDENTIFY CUSTOMER HAPPINESS LEVELS
What do you use to determine happiness levels?
How do you gather feedback from your customers today?

50. NET PROMOTER SCORE
A customer satisfaction benchmark that measures
how likely your customers are to recommend you
to a friend.
NPS surveys are a great way to measure customer
loyalty and happiness and monitor this over time.
STEP 1: IDENTIFY CUSTOMER HAPPINESS LEVELS
Send NPS surveys at regular intervals (every
quarter, every 6 months, or every 12 months)

51. N E T P R O M O T E R S C O R E
THOSE WHO LEAVE A SCORE OF
0-6 ARE LABELED AS DETRACTORS
7-8 AS PASSIVES
9-10 ARE PROMOTERS
Average response rate = 5% - 15%

52. CALCULATING YOUR NET PROMOTER SCORE
Your NPS score is calculated by subtracting the percentage
of Detractors from the percentage of Promoters.
EXAMPLE: OUT OF 100
RESPONDENTS, IF 20%
WERE DETRACTORS AND
50% WERE PROMOTERS
50 - 20 = 30 NPS
Technically, any score above “0” is considered good (more promoters than detractors)
50 and above is excellent, and 70 and above is the best of the best

53. SOCIAL MEDIA MARKETING
Monitoring of your brand's social media
channels for any customer feedback and
direct mentions of your brand or
discussions regarding specific keywords,
topics, competitors, or industries.
Follow this up with an analysis to gain
insights and act on opportunities.
STEP 1: IDENTIFY CUSTOMER HAPPINESS LEVELS

54. CUSTOMER FACING TEAMS
No one knows your customers better than
your support team or implementation
specialists—the people who talk to your
customers regularly. Use these teams to
understand customer sentiment.
STEP 1: IDENTIFY CUSTOMER HAPPINESS LEVELS
#KnoxHUG

55. IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
STEP 2: CONVERT UNHAPPY CUSTOMERS INTO HAPPY ONES

58. #KnoxHUG
IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
Does anyone have tips to share on how you
respond to your negative reviews?
STEP 2: CONVERT UNHAPPY CUSTOMERS INTO HAPPY ONES

59. IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
STEP 3: ASK HAPPY CUSTOMERS TO ADVOCATE FOR YOU
#KnoxHUG

60. I N D U S T R Y E X P E R T SH A P P Y C U S T O M E R S
LEVERAGE HAPPY CUSTOMERS FOR: LEVERAGE INDUSTRY EXPERTS FOR:
ü CASE STUDIES
ü BLOGS
ü SOCIAL MEDIA
ü TESTIMONIALS
ü ONLINE REVIEWS
ü CUSTOMER REFERENCES
ü POSITIVE SOCIAL MENTIONS
ü FEEDBACK ON NEW TOOLS

61. • EARLY ACCESS TO TOOLS
• SWAG
• TRIPS TO THE OFFICE
• CONSULTATION SESSIONS
REWARD YOUR CUSTOMERS!

62. IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
STEP 4: MARKET THIS CONTENT
#KnoxHUG
Blogs
Case studies
Social media

63. Think internally as well as externally!!

64. IDENTIFY
CUSTOMER
HAPPINESS LEVELS
ASK HAPPY
CUSTOMERS TO
ADVOCATE FOR
YOU
MARKET THIS
CONTENT
CONVERT
UNHAPPY
CUSTOMERS INTO
HAPPY ONES
SHOW ROI
STEP 5: SHOW ROI
#KnoxHUG

65. SHOWING ROI
• NUMBER OF ADVOCATES
• PERCENT OF ADVOCATES ENGAGED
• NUMBER OF ADVOCACY ACTIONS
• NUMBER OF REFERRED LEADS
• REVENUE INFLUENCE BY ADVOCACY ACTIONS

66. HOW CAN HUBSPOT HELP? LET’S TAKE A LOOK!

67. IDENTIFY CUSTOMER HAPPINESS LEVELS
F E E D B A C K S U R V E Y S

68. IDENTIFY CUSTOMER HAPPINESS LEVELS

69. S O C I A L M E D I A M O N I T O R I N G
IDENTIFY CUSTOMER HAPPINESS LEVELS

70. TURN UNHAPPY CUSTOMERS INTO HAPPY CUSTOMERS
• Conduct an NPS survey
• Filter through the results

71. TURN UNHAPPY CUSTOMERS INTO HAPPY CUSTOMERS
• Use workflows to send internal emails for unhappy
customers
• Look through the CRM record to see their history
#KnoxHUG

72. TURN UNHAPPY CUSTOMERS INTO HAPPY CUSTOMERS
• Follow up with a template to ask them if
they want to participate
• Track their participation through reports

73. ASK HAPPY CUSTOMERS TO ADVOCATE FOR YOU

74. SHOW ROI
#KnoxHUG

75. #KnoxHUG
WORK TIME
HUDDLE UP!
Brainstorm ideas on ways you can implement
the 5 steps we discussed in your company
1. Identifying customer happiness
2. Converting unhappy customers
into happy ones
3. Asking happy customers to
advocate for you
4. Marketing this content internally
and externally
5. Measuring and Reporting ROI

76. #KnoxHUG
RECOMMENDED HOMEWORK
- Create an NPS survey
- Create response templates
- Set up social media monitoring
- Build filters/lists in your CRM
- Build out workflows to notify you
when you have an unhappy customer
- Create some customer rewards

77. H U G N E W S R E M I N D E R S
Q4 MEETUP: Save the date! 11/14/19 (RSVP link will be in our follow-up email)
PRESENTATION COPY: Will be sent to you!
HUG SURVEY: Keep an eye out!
Sent by HubSpot from hugs@hubspot.com with title: "Following up on the HUG you attended”

78. T H A N K S F O R A T T E N D I N G !