The document outlines a strategy for optimizing the HubSpot contacts database, emphasizing the importance of segmentation to deliver targeted communication. It suggests best practices for managing contacts, such as importing data and creating custom properties to qualify leads and customers. Additionally, it incorporates practical ideas for workshops and training sessions to enhance contact management efficiency.

1. Contacts Database Optimization Strategy
Professor: Nick Salvatoriello,
@HubSpotAcademy
#TCHUG
7.22.15
HubSpot User Group Discussion:

2. Nick Salvatoriello
@NickSalinbound
NickSalInbound.com

3. 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?

4. 1 WHY ARE WE HERE?

5. WHY USE THE
CONTACTS APP?

6. We must turn our contacts into believers that they
are the unique person to which our communication
is targeted. We must use their context.

7. WHO’S FEELS THEIR
HUBSPOT DATABASE IS…
KINDOF A MESS NOWADAYS?

8. THIS IS A GOOD SIGN, THIS IS PROGRESS

9. IT’S NOT TIME TO DELETE, IT’S TIME TO
OPTIMIZE FOR GROWTH

10. WHY SEGMENT YOUR
CONTACTS?

11. Segmentation allows you to send
the right people the right
message at the right time

12. EMAIL LIST SEGMENTATION RESULTS

13. WHAT IS A CONTACT,
ANYWAY?

14. A contact is anybody your company engages with, markets to,
sells to, partners with, or employs.
FLICKR USER STUART RICHARDS

15. 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.

16. What prospects tell us about
themselves is only the surface of
what we can find out.

17. LET’S REVIEW WHAT’S
AVAILABLE TO US.

18. Nick’s Contact Record: Overview

19. My contact data’s “story”: Timeline view

20. My page views

21. HOW DOES YOUR
HUBSPOT KNOW THIS?

22. My Email clicks and video viewership

23. HOW DOES YOUR
HUBSPOT KNOW THIS?

24. My Tweets and how I’m being Monitored

25. HOW DOES YOUR
HUBSPOT KNOW THIS?

26. My record’s Workflow activity and CRM syncs

27. 2HOW TO USE CONTACTS
LIKE AN INBOUND PRO

28. 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.

29. 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?

30. For your leads, use your
qualification and sales process to
identify the “green lights” and
“red flags” for engagement.

31. FIRST, LOOK AT WHAT
PROPERTIES YOU HAVE
AVAILABLE TO YOU

32. USE
PERSONAS

33. LIST BASED ON PERSONAS

34. JOB TITLE/ROLE SEGMENTATION

35. USE LIFECYCLE STAGES

36. LISTS BASED ON LIFECYCLE STAGES

37. DO YOU USE LIFECYCLE
STAGES (OR YOUR OWN
CUSTOM STAGES)?
IF NOT, WHY NOT?

38. USE LEAD SCORING

39. CREATE LISTS BASED ON YOUR LEAD SCORES

40. WHO HAS SET UP LEAD
SCORING CRITERIA?
IF YOU HAVE, WHAT ARE
THEY?
IF NOT, WHY NOT?

41. LISTS FOR THE SOURCES CONTACTS CAME FROM

42. HOW MIGHT WE TWEAK THE
LANGUAGE OF A MARKETING
EMAIL TO SHOW OUR
CONTACT WE NOTICED THEIR
SOURCE OF DISCOVERING US?

43. LISTS BASED ON EMAIL ENGAGEMENT

44. LISTS OF CONTACTS MOST ACTIVE ON SOCIAL

45. LISTS OF CONTACTS WHO HAD A SPECIFIC
NUMBER OF CONVERSIONS

46. WHAT LISTS ARE YOU
BUILDING WHICH ARE
THE MOST EFFECTIVE?

47. 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.

48. You can add up to 1,000 custom properties that
are unique to how you slice/dice your business.

49. Create custom properties to qualify content interest

50. • “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?

51. • “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?

52. HOW MANY CUSTOM
CONTACT PROPERTIES HAVE
YOU CREATED SO FAR?
WHEN WAS THE LAST TIME
YOU CREATED ONE?

53. LIST NAMES SHOULD BE SPECIFIC AND MEANINGFUL
We should be able to tell who is on the list based on the title

54. What could we put in here to describe our
goal/reason for this list?

55. WHAT ARE SOME
REASONS/GOALS BEHIND THE
LISTS YOU HAVE BUILT?

56. 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

57. • 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?

58. HOW ARE YOU
MANAGING/REPORTING
AROUND YOUR HUBSPOT
CONTACT DATABASE?
…ON A DAILY, WEEKLY,
MONTHLY BASIS?

59. NOW, IT’S TIME FOR A
STORY.

60. Dashboard >> Personas Example

61. Lists >> Criteria example

62. Contact Record >> Activity, Lead Score example

63. Workflow >> Contact automation example

64. TAKING ACTION3

65. • 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

66.  A list of all your customers
 Every contact that has opened more than 3 emails
 All of your leads who have filled out 2 forms or more
 A list of all your customers who became customers between
April and June of 2015
 All of your subscribers that found your site through social
TEAM WORKSHOP IDEA:
‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’

67. CONTACTS APP TRAINING PAGE

68. LISTS APP TRAINING PAGE

69. SALES AND MARKETING ALIGNMENT TRAINING PAGE

70. INBOUND SALES TRAINING PAGE

71. HUBSPOT PROJECTS PAGE

72. THANK YOU.
@NickSalinbound