Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

HubSpot Presentation Q4 10-13-15

512 views

Published on

Our fourth quarter Knoxville HubSpot User Group (HUG) event was very exciting! Nick Salvatoriello (a.k.a. Nick Sal), Principal Inbound Professor at HubSpot, gave an amazing presentation on how to build, optimize, and accelerate growth for your marketing contact database. Enjoy!

Published in: Marketing
  • Be the first to comment

HubSpot Presentation Q4 10-13-15

  1. 1. Strategies for optimizing and accelerating the growth of your marketing database – a HUG discussion Professor: Nick Salvatoriello, @HubSpotAcademy #KNOXVILLE HUG 10.13.15 HubSpot User Group Discussion:
  2. 2. FIRST, 2 VOLUNTEERS TO SHARE: •  What’s your name, title, organization? •  How long have you been using HubSpot? •  Who do you market to? Ideal contact? •  What’s your favorite Contacts App feature? •  What’s your favorite list you have?
  3. 3. 1 WHY ARE WE HERE?
  4. 4. WHY IS YOUR CONTACT DATABASE IMPORTANT?
  5. 5. We must turn our contacts into believers that they are the unique person to which our communication is targeted. We must use their context.
  6. 6. WHO’S FEELS THEIR CONTACT DATABASE IS… KINDOF A MESS NOWADAYS?
  7. 7. THIS IS A GOOD SIGN, THIS IS PROGRESS
  8. 8. IT’S NOT TIME TO DELETE, IT’S TIME TO OPTIMIZE FOR GROWTH
  9. 9. WHY SEGMENT YOUR CONTACTS?
  10. 10. Segmentation allows you to send the right people the right message at the right time
  11. 11. EMAIL LIST SEGMENTATION RESULTS
  12. 12. WHAT IS A HUBSPOT CONTACT, ANYWAY?
  13. 13. A contact is anybody your company engages with, markets to, sells to, partners with, or employs. FLICKR USER STUART RICHARDS
  14. 14. CONTACT INTELLIGENCE Your HubSpot’s Contacts APP is the back end "context" system that stores details from every touch point with your audience, then makes that data available in every other tool.
  15. 15. 1  Import a spreadsheet 2  Add them manually 3  Build a HubSpot landing page 4  Put a HubSpot form on an external page 5  Use the Contacts API HOW DO WE GET CONTACTS INTO HUBSPOT?
  16. 16. What prospects tell us about themselves is only the surface of what we can find out.
  17. 17. LET’S REVIEW WHAT’S AVAILABLE TO US.
  18. 18. Nick’s Contact Record: Overview
  19. 19. My contact data’s “story”: Timeline view
  20. 20. My page views
  21. 21. HOW DOES YOUR HUBSPOT KNOW THIS?
  22. 22. My Email clicks and video viewership
  23. 23. HOW DOES YOUR HUBSPOT KNOW THIS?
  24. 24. My form submissions and what info I submitted
  25. 25. My Tweets and how I’m being Monitored
  26. 26. HOW DOES YOUR HUBSPOT KNOW THIS?
  27. 27. My record’s Workflow activity and CRM syncs
  28. 28. 2HOW TO USE CONTACTS LIKE AN INBOUND PRO
  29. 29. Identify your qualification criteria for each “bucket list” your contacts flow into. Build custom contact properties that match unique criteria. Utilize buyer personas, lifecycle stages and lead scoring to determine each contact’s engagement strategy Make sure your contact database is always up to date (integrate/ import, analyze, optimize). BEST PRACTICES FOR MANAGING CONTACTS Make sure your HubSpot knows everybody you know, and you have your imports of new contacts under control and managed well.
  30. 30. PRACTICE CLOSED-LOOP MARKETING 4. Closed-loop data to analyze 1. Contact info and status updates   2. Increase Sales ROI   3. Feedback on how leads translate into customers MARKETING SALES
  31. 31. When building contact lists, use your qualification and sales process to identify the “green lights” and “red flags” for engagement.
  32. 32. FIRST, LOOK AT WHAT PROPERTIES YOU ALL HAVE AVAILABLE TO BUILD LISTS WITH
  33. 33. USE PERSONAS
  34. 34. LIST BASED ON PERSONAS
  35. 35. JOB TITLE/ROLE SEGMENTATION
  36. 36. USE LIFECYCLE STAGES
  37. 37. LISTS BASED ON LIFECYCLE STAGES
  38. 38. DO YOU USE LIFECYCLE STAGES (OR YOUR OWN CUSTOM STAGES)? IF NOT, WHY NOT?
  39. 39. USE LEAD SCORING
  40. 40. CREATE LISTS BASED ON YOUR LEAD SCORES
  41. 41. WHO HAS SET UP LEAD SCORING CRITERIA? IF YOU HAVE, WHAT ARE THEY? IF NOT, WHY NOT?
  42. 42. LISTS FOR THE SOURCES CONTACTS CAME FROM
  43. 43. HOW MIGHT WE TWEAK THE LANGUAGE OF A MARKETING EMAIL TO SHOW OUR CONTACT WE NOTICED THEIR SOURCE OF DISCOVERING US?
  44. 44. LISTS BASED ON EMAIL ENGAGEMENT
  45. 45. LISTS OF CONTACTS MOST ACTIVE ON SOCIAL
  46. 46. LISTS OF CONTACTS WHO HAD A SPECIFIC NUMBER OF CONVERSIONS
  47. 47. WHAT LISTS ARE YOU BUILDING WHICH ARE THE MOST EFFECTIVE?
  48. 48. We need to remember that everybody’s business is different, and the key information we track about people we communicate with is going to be a little different.
  49. 49. You can add up to 1,000 custom properties that are unique to how you slice/dice your business.
  50. 50. Create custom properties to qualify content interest
  51. 51. •  “What reasons would you have to use a product or service like ours?” •  “What goals will it help you accomplish? Problems it will solve?” •  “Do you currently use other products or services in our industry?” •  “What challenges are you concerned about facing in implementing or using a product or service like ours?”   What custom properties could we create to qualify LEADS?
  52. 52. •  “How satisfied are you with our product/service?” •  Engaged/disengaged customer (emails, social, site visits, webinars) •  “Do you know others we might help? Internally/Externally?” •  Customer has visited other product service/pages •  “Which product/service topics would you like to learn more about?” •  Customer has visited our ‘refer a friend’ page •  “Which of our service/support channels are most useful to you?” What custom properties could we create to qualify CUSTOMERS?
  53. 53. HOW MANY CUSTOM CONTACT PROPERTIES HAVE YOU CREATED SO FAR? WHEN WAS THE LAST TIME YOU CREATED ONE?
  54. 54. LIST NAMES SHOULD BE SPECIFIC AND MEANINGFUL We should be able to tell who is on the list based on the title
  55. 55. WHAT ARE SOME REASONS/GOALS BEHIND THE LISTS YOU HAVE BUILT?
  56. 56. What could we put in here to describe our goal/ reason for this list?
  57. 57. HOW ARE YOU MANAGING/ REPORTING AROUND YOUR HUBSPOT CONTACT DATABASE? …ON A DAILY, WEEKLY, MONTHLY BASIS?
  58. 58. •  Include all business contacts (fans, leads, customers, vendors and employees) •  Track contacts that close as customers. •  Remove contacts that are no longer engaged. •  Merge duplicate contacts. •  Automate updates with Workflows App •  Set up and maintain integrations with other software. HOW DO WE KEEP OUR HUBSPOT CONTACTS DATABASE RELEVANT AND UP TO DATE?
  59. 59. NOW, IT’S TIME FOR A STORY.
  60. 60. Dashboard >> Personas Example
  61. 61. Lists >> Criteria example
  62. 62. Contact Record >> Activity, Lead Score example
  63. 63. Workflow >> Contact automation example
  64. 64. WHAT CUSTOM CONTACT PROPERTIES COULD WE CREATE FOR THIS BUSINESS?
  65. 65. Flickr  user  Jennifer  C     •  Who are the different personas that might use the gym? •  Why do they want to go to the gym? •  Which services do they plan to use? •  How do they plan to use the gym? •  What challenges they might face?     What properties would we create to identify:
  66. 66. WHAT ABOUT FOR A UNIVERSITY?
  67. 67. TAKING ACTION3
  68. 68. •  Product User Guides: Contacts + Lists (links are in each app) •  HubSpot Certification Training: Contacts + Lists •  Inbound Certification Training: Smarketing + Inbound Sales •  HubSpot Projects: Contact Re-Engagement + Life-Cycle Stages + Lead Scoring + Subscriber Re-Engagement •  Workshop with your team on optimizing Contacts and Lists GETTING STARTED WITH CONTACTS OPTIMIZATION + ACCERLATION
  69. 69. CONTACTS APP TRAINING PAGE
  70. 70. LISTS APP TRAINING PAGE
  71. 71. SALES AND MARKETING ALIGNMENT TRAINING PAGE
  72. 72. INBOUND SALES TRAINING PAGE
  73. 73. HUBSPOT PROJECTS PAGE
  74. 74. ü  A list of all your customers ü  Every contact that has opened more than 3 emails ü  All of your leads who have filled out 2 forms or more ü  A list of all your customers who became customers between April and June of 2015 ü  All of your subscribers that found your site through social TEAM WORKSHOP IDEA: ‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’
  75. 75. QUESTIONS? @NickSalinbound
  76. 76. THANK YOU. @NickSalinbound

×