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Contacts Database Optimization Strategy
Professor: Nick Salvatoriello, @HubSpotAcademy
#Buffalo HUG
6.10.15
HubSpot User Group Discussion:
Nick Salvatoriello
@NickSalinbound
NickSalInbound.com
FIRST, 3 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?
1 WHY ARE WE HERE?
WHY USE THE
CONTACTS APP?
We must turn our contacts into believers that they
are the unique person to which our communication
is targeted. We must see their context.
WHO’S FEELS THEIR
HUBSPOT DATABASE IS
KINDOF A MESS
NOWADAYS?
THIS IS A GOOD SIGN, THIS IS PROGRESS
IT’S NOT TIME TO DELETE, IT’S TIME TO
OPTIMIZE FOR GROWTH
WHY SEGMENT YOUR
CONTACTS?
Lists are the different ways that we break up our
contacts into smaller segments based on their
similarities.
FLICKR USER REIN-E-ART
FLICKR USER ERAN SANDLER
Segmentation allows you to send the right people
the right message at the right time
EMAIL LIST SEGMENTATION RESULTS
WHAT IS A CONTACT,
ANYWAY?
A contact is anybody your company engages with, markets to,
sells to, partners with, or employs.
FLICKR USER STUART RICHARDS
CONTACT INTELLIGENCE
Your HubSpot’s Contacts
APP is the back end
"context" system that stores
details from every touch
point with your leads, then
makes that data available in
every other tool.
FLICKR USER NOAA NATIONAL OCEAN SERVICE
What prospects tell us about themselves is only
the surface of what we can find out.
LET’S REVIEW WHAT’S
AVAILABLE TO US.
Nick’s Contact Record: Overview
My contact data’s “story”: Timeline view
Tracking: Page Views
HOW DOES YOUR
HUBSPOT TRACK THIS?
Tracking Email Clicks and Video Viewership
HOW DOES YOUR
HUBSPOT TRACK THIS?
Tracking Tweets and Social Monitoring
HOW DOES YOUR
HUBSPOT TRACK THIS?
Tracking Workflow Activity and CRM Syncs
2HOW TO USE CONTACTS
LIKE AN INBOUND PRO?
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 sources of new contacts are controlled and managed well.
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?
FLICKR USER US NAVY
For your leads, understand the
qualification and sales process to identify
the “green lights” and “red flags” when
considering engagement
FIRST, LOOK AT WHAT
PROPERTIES YOU HAVE
AVAILABLE TO YOU
Use Personas
Create Lists
Based on
Personas
JOB TITLE/ROLE SEGMENTATION
Use Lifecycle Stages
LISTS BASED ON LIFECYCLE STAGES
DO YOU USE HUBSPOT
LIFECYCLE STAGES (OR YOUR
OWN CUSTOM STAGES)?
IF NOT, WHY NOT?
Use Lead Scoring
Create Lists based on your lead scores
WHO HAS SET UP LEAD
SCORING CRITERIA?
IF YOU HAVE, WHAT ARE
THEY?
IF NOT, WHY NOT?
LISTS OFF THE SOURCES CONTACTS CAME FROM
LISTS BASED ON EMAIL ENGAGEMENT
LISTS OF SOCIAL CLICKS
LISTS OF CONTACTS WHO HAD A SPECIFIC
NUMBER OF CONVERSIONS
WHAT LISTS ARE YOU
BUILDING WHICH ARE
THE MOST EFFECTIVE?
1  What are the unique qualities or properties your sales team
listens for in the qualification process?
2  What do you already know about the data that goes into your
typical buyers’ purchasing decisions?
3  What information would help you market to your prospects
more effectively?
CREATE CUSTOM CONTACT PROPERTIES
You can add up to 1,000 custom properties that
are unique to your business.
•  Why people want to use your product or service?
•  What will it help them accomplish?
•  Do you have multiple offerings or tiers? How would you know which is
right for them?
•  Do they currently use other products or services in your industry or
space?
•  What challenges might they face in implementing or using your product
or service?
	
  
LEADS -
What properties would we create to identify:
HOW MANY CUSTOM
CONTACT PROPERTIES HAVE
YOU CREATED SO FAR?
WHEN WAS THE LAST TIME
YOU CREATED ONE?
•  Import/maintain business leads, customers and employees.
•  Include all business contacts.
•  Track contacts as they 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 HUBSPOT CONTACTS
UP TO DATE?
NAMES SHOULD BE MEANINGFUL AND DESCRIPTIVE
We should be able to tell who is on the list based on the title
What could we put in here to describe our goal/
reason for this list?
WHAT ARE SOME
REASONS/GOALS BEHIND THE
LISTS YOU HAVE BUILT?
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
HOW ARE YOU MANAGING/
ANALYZING/REPORTING
AROUND YOUR
CONTACT DATABASE?
…ON A DAILY, WEEKLY,
MONTHLY BASIS?
NOW, IT’S TIME FOR A
STORY.
Dashboard >> Personas Example
Lists >> Criteria example
Contact Record >> Activity, Lead Score example
Workflow >> Contact automation example
TAKING ACTION3
•  User Guides: Contacts, Lists (links in 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 OPTIMIZATION
1  A list of all your customers.
2  Every person in your portal that has opened more than 3
emails.
3  All of your leads who have also filled out more than 2 forms.
4  A list of all your customers who became customers between
April and June of 2015
5  All of your leads that found your website through Social Media
TEAM WORKSHOP IDEA:
‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’
CONTACTS TRAINING PAGE
LISTS TRAINING PAGE
SALES AND MARKETING ALIGNMENT TRAINING PAGE
INBOUND SALES TRAINING PAGE
HUBSPOT PROJECTS PAGE
THANK YOU.
@NickSalinbound
Buffalo Hug database optimization discussion deck

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