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Email Marketing & Google Tage Manager - SLCHUG April 26, 2018

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This months event we had two great presentations. One from David Malmborg all about GTM, and one from Cameron Evans on HubSpot email. Also, Brandon Carter touched on some GDPR information you need to be aware of.

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Email Marketing & Google Tage Manager - SLCHUG April 26, 2018

  1. 1. #SLCHUG Good morning
  2. 2. #SLCHUG Agenda • Welcome & Housekeeping w/ Doc • GDPR & HubSpot w/ Brandon • Marketing Frameworks, GTM w/ David • Email Marketing in HubSpot w/ Cameron • Q&A & Wrap-up
  3. 3. #SLCHUG Decks Will Be Available Recap Post Coming
  4. 4. #SLCHUG#SLCHUG
  5. 5. #SLCHUG DARIN BERNTSON @iGoByDoc CEO/Founder Co-Leader SLCHUG
  6. 6. #SLCHUG BRANDON CARTER @bscarter Marketing Automation Manager HubSpot Customer Co-Leader of SLCHUG
  7. 7. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
  8. 8. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
  9. 9. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 1 Main Event Per Quarter – Additional Workshops + Intensives tbd – These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
  10. 10. #SLCHUG#SLCHUG Thanks for having us!
  11. 11. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Trailblazing Your Content Strategy Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page 120 Person Limit. RSVP Today!
  12. 12. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Pillar Content Creation Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page 125 Person Limit. RSVP Today!
  13. 13. #SLCHUG Annual Conference
  14. 14. #SLCHUG Digital Marketing Conference Friday August 24, 2018 On Sale Now SLCSEM.ORG
  15. 15. #SLCHUG#SLCHUG Want to present at an upcoming event? Form on SLCHUG site
  16. 16. #SLCHUG CONNECT
  17. 17. #SLCHUG#SLCHUG
  18. 18. #SLCHUG#SLCHUG
  19. 19. #SLCHUG#SLCHUG Can request from our Homepage
  20. 20. #SLCHUG SHARE TODAY #SLCHUG Twitter - Facebook - Instagram
  21. 21. #SLCHUG READY?
  22. 22. #SLCHUG BRANDON CARTER @bscarter Marketing Automation Manager HubSpot Customer Co-Leader of SLCHUG
  23. 23. #SLCHUG Are You Prepared for GDPR?
  24. 24. #SLCHUG https://offers.hubspot.com/gdpr-virtual-hug https://www.hubspot.com/data-privacy/gdpr/product-readiness Special HubSpot HUG GDPR Webinar HubSpot GDPR Product Readiness We will talk more about this at the May SLCHUG event
  25. 25. #SLCHUG Questions?
  26. 26. #SLCHUG READY?
  27. 27. #SLCHUG DAVID MALMBORG @davidmalmborg Director of Clients & Marketing Intelligence HubSpot Customer
  28. 28. Frameworks, 
 Measurement Plans, and 
 Data Collection David Malmborg Director of Marketing Intelligence, UDS SLC HubSpot User Group, 4-26-2108
  29. 29. David Malmborg - #SLCHUG April 2018 • Director of Marketing Intelligence at UDS • Past President of SLCSEM • History in High-tech B2B Marketing • Really like Marketing Operations • Once considered myself an SEO  Why do companies struggle to understand the difference between campaigns and strategies?
  30. 30. Marketing Strategy vs. Campaign Marketing Strategy = Game PlanCampaign = Individual Play
  31. 31. David Malmborg - #SLCHUG April 2018 Quick Ways to Identify a Campaign • Expiration Date • Set Budget • A Landing Page • Target Audience • A certain problem • Solution or service offerings Campaigns have specific details. That won’t be in a Strategy.
  32. 32. David Malmborg - #SLCHUG April 2018 The Marketing Framework
 …Doesn’t Need to be Complicated
  33. 33. David Malmborg - #SLCHUG April 2018 Focus on the Objectives
  34. 34. David Malmborg - #SLCHUG April 2018 Why Does Your Website Exist? • Objectives Take the broadest parameters on why your website exists. What are you trying to achieve? • Goals Add SMART goals to each objective. Each objective could be have multiple goals. A resource for the community Promote Annual ConferenceEvent Registration SLCSEM - Your Main Company Objectives. 
 Be a marketing education and networking resources for Utah digital marketers. Source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
  35. 35. David Malmborg - #SLCHUG April 2018 Objective’s > Goals > KPIs SLCSEM - Your Main Company Objectives. 
 Be a marketing education and networking resources for Utah digital marketers. A resource for the community Promote Annual ConferenceEvent registration Build an engaging community of marketers. Sale tickets to our Annual Conference Get more marketers to our monthly events Build our email list Slack Users Job board postings Avg. Attendees Tickets Sold # of Emails Email Deliverable rate Conversion Rate New/ Returning New/ Returning
  36. 36. David Malmborg - #SLCHUG April 2018 KPIs, Targets, and Metrics SLCSEM - Your Main Company Objectives. 
 Be a marketing education and networking resources for Utah digital marketers. Slack Users Job board postings Avg. Attendees Tickets Sold # of Emails Email Deliverable rate Conversion Rate New/ Returning New/ Returning Increase 40% Increase 40% Increase 40% Increase 40% Increase 40% Increase 40% Increase 40% Increase 40% Increase 40%
  37. 37. David Malmborg - #SLCHUG April 2018 Measurement Plan
 Source Your Data for Each KPI and Metric KPIs They matter to the executive team. Metrics They matter to the marketing team Sources Define the sources of each metric and KPI. 
 Understand the difference in different data sources. 
 The attribution model matters to your goals.
  38. 38. David Malmborg - #SLCHUG April 2018 Map Your Conversion Points
 … and Engagement Points.
  39. 39. David Malmborg - #SLCHUG April 2018 Collecting the Right Data
  40. 40. David Malmborg - #SLCHUG April 2018 Tags, Triggers, and Variables • Tags
 A snippet of code you want to fire on a page. Usually JavaScript.
 
 Universal Analytics tag type is likely to be your most common Tag. • Triggers
 Define when and where you want to fire a specific tag. • Variables
 Information received by GTM used for Tags and Triggers.
  41. 41. Google Tag Manager
  42. 42. Enter Preview Mode
  43. 43. Enter Preview Mode
  44. 44. Enter Preview Mode
  45. 45. David Malmborg - #SLCHUG April 2018 Marketing Framework • Objective • Goals • KPIs • Metrics • Targets • Sources • KPIs • Metrics • Targets • Sources • Goals • KPIs • Metrics • Targets • Sources • Objective • Goals • KPIs • Metrics • Targets • Sources •Objectives •Goals •KPI •Metrics •Targets •Sourc es
  46. 46. #SLCHUG Questions?
  47. 47. #SLCHUG READY?
  48. 48. 48 Cameron Evans Marketing Operations Manager @ecuaman801 cevans@solutionreach.com
  49. 49. 49 “The Good, the Bad and the Email”
  50. 50. 50 • Is email still relevant? 
 (Hint: The answer is yes!) • Email Setup and Best Practices • Email Automation in HubSpot Topics for Today
  51. 51. 52 • Yes! The role of email has changed, but it’s still important in the buyer’s journey. • People check their email on average 74 times per day! • Email has an average ROI of 4,300%! • You have an even better opportunity to personalize the message now with new technologies, including HubSpot! Is email still relevant? Source: blog.thatagency.com
  52. 52. 53 Types of Emails Handling Emails in HubSpot
  53. 53. 54 Handling Emails in HubSpot Not all emails in HubSpot are created equal. There are different types of emails you have to create so they do different things: Types of Emails in HubSpot • Batch Emails are used for one-off blasts & standard sends • Automated Emails are used in workflows - more on that later • Blog Emails are digest emails for blog subscribers • Follow-up Emails can be triggered off forms Beware what you clone or change because it might not be available to use.
  54. 54. 55 Proper Setup
 & Best Practices Handling Emails in HubSpot
  55. 55. 56 Proper Setup & Best Practices Ensure that you have the following setup for each email (this goes for all types): Proper Setup in HubSpot • To & From Addresses • Personalization (when possible) • View in Browser Link • Preview Text • HTML & Text Versions • HubSpot Campaign • Check Recipient & Suppression Lists • Greymail Filter? Hint: Yes! • Use the Optimize Tab
  56. 56. 57 Proper Setup & Best Practices Proper Setup
  57. 57. 58 Proper Setup & Best Practices Best Practices A few tips to help get better opens and clicks: • Send from a real person or at least a pseudo name. • Clear and clickable subject lines - less than 50 characters • Try some emoticons in the subject and the body
 - they get noticed more. • Keep it short! • One CTA per email - don’t confuse people • Keep it clean and simple Source: HubSpot Blog
  58. 58. 59 Proper Setup & Best Practices Best Practices Might I suggest plain text emails…. Why? Source: HubSpot Blog
  59. 59. 60 Follow-Up Emails Email Automation in HubSpot
  60. 60. 61 Email Automation Follow-Up Emails You can use HubSpot’s follow-up emails to immediately email a prospect: 1. Setup email first by creating a special type: Follow-Up Email. I recommend a text-based email. 2. Setup landing page form to 
 “Send a follow-up email” 3. Email will be sent immediately upon form submission.
  61. 61. 62 Email Automation Follow-Up Emails
  62. 62. 63 Automated Emails Email Automation in HubSpot
  63. 63. 64 Email Automation Automated Emails The best way to automate communication in HubSpot and save time! • Easy to clone any email (HTML or text) and automate it. • Huge variety of triggers based off HubSpot’s workflows. • Lots of possibilities: Drip/Nurture Campaigns, Behavior-based Triggered Emails, Breakup Emails, Sales Notifications, etc.
  64. 64. 65 Email Automation Automated Emails • Nurturing Emails • Triggered Emails • Notification Emails Let’s take a look at some examples of:
  65. 65. #SLCHUG Questions?
  66. 66. #SLCHUG Save The Date Our Next Workshop Event Thursday, May 24, 2018 Topic: Trailblazing Your Content Strategy Location: 50 West Breakfast Event All Event Dates onSLCHUG Home Page 120 Person Limit. RSVP Today!
  67. 67. #SLCHUG 68 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead ManagementThanks for being a part of our community!

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