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Buffalo Hug database optimization discussion deck

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See the presentation given by Nick Salvatoriello from HubSpot at the June 10th Hubspot User Group meeting in Buffalo, NY on optimizing your contact database.

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Buffalo Hug database optimization discussion deck

  1. 1. Contacts Database Optimization Strategy Professor: Nick Salvatoriello, @HubSpotAcademy #Buffalo HUG 6.10.15 HubSpot User Group Discussion:
  2. 2. Nick Salvatoriello @NickSalinbound NickSalInbound.com
  3. 3. 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?
  4. 4. 1 WHY ARE WE HERE?
  5. 5. WHY USE THE CONTACTS APP?
  6. 6. We must turn our contacts into believers that they are the unique person to which our communication is targeted. We must see their context.
  7. 7. WHO’S FEELS THEIR HUBSPOT DATABASE IS KINDOF A MESS NOWADAYS?
  8. 8. THIS IS A GOOD SIGN, THIS IS PROGRESS
  9. 9. IT’S NOT TIME TO DELETE, IT’S TIME TO OPTIMIZE FOR GROWTH
  10. 10. WHY SEGMENT YOUR CONTACTS?
  11. 11. Lists are the different ways that we break up our contacts into smaller segments based on their similarities. FLICKR USER REIN-E-ART
  12. 12. FLICKR USER ERAN SANDLER Segmentation allows you to send the right people the right message at the right time
  13. 13. EMAIL LIST SEGMENTATION RESULTS
  14. 14. WHAT IS A CONTACT, ANYWAY?
  15. 15. A contact is anybody your company engages with, markets to, sells to, partners with, or employs. FLICKR USER STUART RICHARDS
  16. 16. 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.
  17. 17. FLICKR USER NOAA NATIONAL OCEAN SERVICE What prospects tell us about themselves is only the surface of what we can find out.
  18. 18. LET’S REVIEW WHAT’S AVAILABLE TO US.
  19. 19. Nick’s Contact Record: Overview
  20. 20. My contact data’s “story”: Timeline view
  21. 21. Tracking: Page Views
  22. 22. HOW DOES YOUR HUBSPOT TRACK THIS?
  23. 23. Tracking Email Clicks and Video Viewership
  24. 24. HOW DOES YOUR HUBSPOT TRACK THIS?
  25. 25. Tracking Tweets and Social Monitoring
  26. 26. HOW DOES YOUR HUBSPOT TRACK THIS?
  27. 27. Tracking 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 sources of new contacts are controlled and managed well.
  30. 30. 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?
  31. 31. FLICKR USER US NAVY For your leads, understand the qualification and sales process to identify the “green lights” and “red flags” when considering engagement
  32. 32. FIRST, LOOK AT WHAT PROPERTIES YOU HAVE AVAILABLE TO YOU
  33. 33. Use Personas
  34. 34. Create Lists 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 HUBSPOT 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 OFF THE SOURCES CONTACTS CAME FROM
  43. 43. LISTS BASED ON EMAIL ENGAGEMENT
  44. 44. LISTS OF SOCIAL CLICKS
  45. 45. LISTS OF CONTACTS WHO HAD A SPECIFIC NUMBER OF CONVERSIONS
  46. 46. WHAT LISTS ARE YOU BUILDING WHICH ARE THE MOST EFFECTIVE?
  47. 47. 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
  48. 48. You can add up to 1,000 custom properties that are unique to your business.
  49. 49. •  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:
  50. 50. HOW MANY CUSTOM CONTACT PROPERTIES HAVE YOU CREATED SO FAR? WHEN WAS THE LAST TIME YOU CREATED ONE?
  51. 51. •  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?
  52. 52. NAMES SHOULD BE MEANINGFUL AND DESCRIPTIVE We should be able to tell who is on the list based on the title
  53. 53. What could we put in here to describe our goal/ reason for this list?
  54. 54. WHAT ARE SOME REASONS/GOALS BEHIND THE LISTS YOU HAVE BUILT?
  55. 55. 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
  56. 56. HOW ARE YOU MANAGING/ ANALYZING/REPORTING AROUND YOUR CONTACT DATABASE? …ON A DAILY, WEEKLY, MONTHLY BASIS?
  57. 57. NOW, IT’S TIME FOR A STORY.
  58. 58. Dashboard >> Personas Example
  59. 59. Lists >> Criteria example
  60. 60. Contact Record >> Activity, Lead Score example
  61. 61. Workflow >> Contact automation example
  62. 62. TAKING ACTION3
  63. 63. •  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
  64. 64. 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’
  65. 65. CONTACTS TRAINING PAGE
  66. 66. LISTS TRAINING PAGE
  67. 67. SALES AND MARKETING ALIGNMENT TRAINING PAGE
  68. 68. INBOUND SALES TRAINING PAGE
  69. 69. HUBSPOT PROJECTS PAGE
  70. 70. THANK YOU. @NickSalinbound

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