This document summarizes an agenda for a meeting of the SLC HUG (Salt Lake City HubSpot User Group). The agenda includes introductions, presentations on using meetings and lead flows in CRM and HubSpot, aligning marketing and sales efforts, and a Q&A session. It provides details on upcoming workshops and events for the user group and encourages volunteers. It also shares results of a poll on improving future meetings and announces prize incentives for attendance.

1. #SLCHUG Good morning

2. #SLCHUG
Agenda
• Welcome
• Introductions & House Keeping w/ Doc
• Meetings in CRM w/ Doc
• Lead Flows w/ Brandon
• Alignment in SMarketing (SalesForce) w/ David
• Align Marketing & Sales w/ Kit
• Q&A & Wrap-up

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Decks Will Be Available
Recap Post Coming

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Cool Stuff
• Welcome to the launch of SLC HUG
• Our goal and charter
• Volunteers encouraged

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DARIN
BERNTSON
@iGoByDoc
Founder
Co-Leader SLCHUG

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BRANDON
CARTER
@bscarter
Marcom Manager
HubSpot Customer
Co-Leader of SLCHUG

7. #SLCHUG
Roll Call
• First Event?
• HubSpot Users?
• HubSpot Partner Agencies?
• Awesome Guests?

8. #SLCHUG
Registered 150
Almost 50% Brand New.
Welcome!

9. #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

10. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 4 times a year
– Fill-in workshops announcing today!
– 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

11. #SLCHUG

12. #SLCHUG
INFORMAL POLL RESULTS
Someplace More Central
Better/Free Parking
More Topics Per Meeting
Deeper Dive Into Toolsets

13. #SLCHUG
Save The Date
The First SLCHUG Workshop
Thursday, March 23, 2017
Topic TBD
Location is HireVue
Lunchtime Event
HubSpot Users Only - 35 Max

14. #SLCHUG
Save The Date
The First SLCHUG Intensive
Thursday, April 27, 2017
Topic TBD
Location is TBD
Lunchtime Event
HubSpot Users Only - 15-20 Max

15. #SLCHUG
Save The Date
Our Next Big SLCHUG Event
Thursday, May 26, 2017
Topic / Location TBD
All Event Dates on
SLCHUG Home Page

16. #SLCHUG#SLCHUG
Want to present at an upcoming event?
Form on SLCHUG site soon.

17. #SLCHUG
2017
CONTESTS
No INBOUND Contest This Year =(
But…

18. #SLCHUG#SLCHUG
Attendance Prize for one lucky attendee from HubSpot
at the next big Q2 Event on May 26th

19. #SLCHUG#SLCHUG
We are a SUPER HUG!
• 180 HUGs worldwide
in 27 Countries
• We were first place in
last year’s contest
• Second in over-all
size to San Diego
• New Rules this year
• Based on attendance
• Let’s keep the
momentum and
growth going at these
events
• SLC wants this prize
this year - Trust me!

20. #SLCHUG
CONNECT

21. #SLCHUG#SLCHUG

22. #SLCHUG#SLCHUG
eMail will go out on how to join. Can request from our Homepage

23. #SLCHUG
READY TO
GET STARTED?

24. #SLCHUG
MEETINGS

25. #SLCHUG#SLCHUG
PAID CRM
FEATURE

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34. #SLCHUG#SLCHUG
Automatically:
• Creates Calendar entry on
your calendar
• Sends invite and adds to
prospect calendar
• Adds to contact timeline

35. #SLCHUG#SLCHUG

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37. #SLCHUG#SLCHUG
Sequences
are
awesome!

38. #SLCHUG#SLCHUG

39. #SLCHUG#SLCHUG
Additional Success Stories & Uses
• CTA on pages to be booked direct
• TY Offer Pages - All Stages of buyer’s journey but especially on
request demo/contact type pages
• Have option for visitor to book you right now - You are on their
mind
• Pro tip - Add a TY video on page inviting them to book you
• Don’t make them wait for you to “follow-up” on the lead
• People who book you are HOT
• You are immediately on their calendar
• They book the time with you, so they will show up
• Less chance for meeting to cancel / Higher show rates
• Close more deals!

40. #SLCHUG
THAT’S
MEETINGS

41. #SLCHUG#SLCHUG
Thank You!

42. #SLCHUG
NEXT UP
Brandon Carter

43. #SLCHUG
BRANDON
CARTER
@bscarter
Marcom Manager
HubSpot Customer
Co-Leader of SLCHUG

44. Lead Flows

45. POPUPS ARE GARBAGE

46. POPUPS ARE GARBAGE
WORK!

47. Why Lead Flows?
Built-in
Free (with branding for non-HS customers)
Integrates with CRM, Workflows
Customizable

48. Source: http://academy.hubspot.com/lead-flows-videos-training

49. The Usual
Suspects Two Years
450,000 views
411 Submissions
.1% Conversion Rate
Two Years
58,000 views
69 Submissions
.1% Conversion Rate

50. Lead Flows

51. Lead Flows

52. Lead Flows

53. Three Month Results
311 New Subscribers
1% conversion rate
That’s good compared to the previous .
1%!
Visits from Subscribers up 20%
Shares up 30%
36% opened an email
11% converted on a second form
A/B Testing ongoing
Colors, position
Slide-in vs Pop-up vs Drop Down

54. POPUPS ARE GARBAGE
WORK!
@bscarter
http://blog.accessdevelopment.com

55. #SLCHUG#SLCHUG
Thank You!

56. #SLCHUG
NEXT UP
David Malmborg

57. #SLCHUG
DAVID
MALMBORG
@DavidMalmborg
Marketing Director and
HubSpot Customer

58. Alignment in SMarketing: Theory
and Tools
Details on how FairCom integrates
Hubspot with Salesforce.com
Presented by David Malmborg, Marketing Director

59. Alignment in SMarketing: Theory
and Tools
The Lessons Learned when Integrating
Hubspot with Salesforce.com
Presented by David Malmborg, Marketing Director

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▪Hired their first marketing employee in
2015
▪Launched Salesforce.com Q1 2015,
Hubspot Q2 2015, and Zen Desk Q3
2015
▪Prior Everything was handled in Lotus
Notes
2/22/17 60
Brief History of FairCom
▪Founded 1979
▪Customers in over 100 countries
▪Offices on three continents
▪Used by 43% of Fortune 100
companies
▪95.3% technology satisfaction rate as
reported by customers
▪Millions of end-user deployments
worldwide

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62. Marketing and Sales Funnel Optimization
Lifecycle Stages Match Departments
5/11/16
MARKETING
SUPPORT
SALES
Prospect Lead MQL SQL Ops Customer Support

63. Marketing and Sales Funnel Optimization
Lifecycle Stages Match Tools
5/11/16
Hubspot
ZenDesk
Salesforce.com
Prospect Lead MQL SQL Ops Customer Support

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Integration
7 | 2/22/17

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Basic Settings
Create a Integrator’s Log-in for Salesforce.com
2/22/17 66

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Basic Settings
Check which CRM Objects you want to Sync:
Leads/Contacts, Companies/Accounts, Deals/Opportunities, Tasks /Activities
2/22/17 67

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Basic Settings
Create a Custom Inclusion List for your SFDC Sync
2/22/17 68

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Basic Settings
Determine your Country and State Picklist Options
2/22/17 69

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Basic Settings
Determine your Country and State Picklist Options
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Field Mapping
2/22/17 71

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Field Mapping
Need to Create Custom Fields Both Ways and then Map them
2/22/17 72

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Field Mapping
Lead Status vs Status
2/22/17 73
Custom Mapping
Default Mapping

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Field Mapping
Employees vs Company Size
2/22/17 74
Custom Mapping
Default Mapping

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Field Mapping
HubSpot Owner vs Salesforce Owner
2/22/17 75

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Field Mapping
Opportunity Records Need a Contact
2/22/17 76

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Syncing
Workflows
20 | 2/22/17

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Keeping it *NSYNC
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SFDC Account Name to Lead Company Sync
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Original Source vs. Lead Source
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Campaigns &
Reporting
2/22/17 82

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Offline Campaigns
2/22/17 83

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Creating a Campaign
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Campaign Workflow
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Campaign Workflow
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Offline Campaigns
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Offline Lead Uploads

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Reporting
▪Campaign Metrics For HubSpot
• Leads
• MQLs
• Sources
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▪Campaign Metrics For Salesforce
• ROI
• Velocity
• MQL Closure Rates

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Reporting
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Train Your Sales Team on the Process

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Reporting
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Then Set Automation to Remind Them

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Thank You!
2/22/17 91
Director of Marketing
@David Malmborg
David Malmborg

92. #SLCHUG#SLCHUG
Thank You!

93. #SLCHUG
NEXT UP
Kit Lyman

94. #SLCHUG
KIT
LYMAN
@_KitHappens
Implementation Specialist

95. MARKETING SALES
Five Actionable
Steps to Align
Marketing &
Sales

96. Agenda
1. Reveal the top qualifying indicators
2. Understand who is King: Account vs. Contact
3. Discover & set up lead assignment
4. Implement internal notifications & tasks
5. Determine reporting metrics to help sales

97. 7983 BC

98. VILLAGE PLOT

100. FUTURESGOVERNORS
COOKSHUNTERS

102. HUNTER
HUNTER
TRAINER

103. What went wrong?

104. HUNTER TRAINER
GOVERNORS
FUTURES
HUNTER
XXXX
GOVERNOR
ZZZZ
COOK
YYYY

105. How does this relate
to us today?

106. ONE
TEAM
The misconception about marketing today is
that it isn’t about how many leads are being
passed to sales—it’s about how many good
leads are being passed to sales. In order to do
this, everyone needs to be sitting at the same
table.

107. Reveal top qualifying
indicators
1

108. Lead qualification is
vital to your overall
success
Focusing on unqualified leads
wastes time, while overlooking
leads loses your company
money.

109. FIT
How well a person
or organization
aligns with your
buyer persona or
ideal buyer
profiles.

110. Pinpointing qualifiers is a
great way to align sales to
marketing by looping
them into your process.

111. Two Ways to Start the
Conversation
1. Have each of your sales reps fill out a
questionnaire

113. Two Ways to Start the
Conversation
1. Have each of your sales reps fill out a
questionnaire
2. Create Buyer Profiles with your sales team

114. Sample Buyer Profile

115. Once you have your
qualifiers, format your
form questions with
segmentation in mind.

116. FIELD TYPE
On forms, ask
close-ended
questions any
chance you can
(dropdown select,
radio select,
multiple
checkboxes, etc.)

117. Using Dependent Fields: Use !" dependent fields when
property options are exhaustive
and it requires an “Other” option

118. LEAD STATUS
This property gives your reps the
ability to keep track of how a lead
is progressing. Possible lead
statuses:
• Attempt to connect
• Qualify
• Find passive buyers
• Bad timing

119. CUSTOM VIEWS
A view is a collection of filters that
has been saved for easy access.
Separate the good-fit, high-
interest leads from the other
contacts in your database.

120. A SUCCESSFUL CUSTOM VIEW
1. Identifies a particular type of person
2. Takes the buyer’s context into account
3. Identifies a specific action to take

121. Understand who is King:
Account vs. Contact
2

122. This doesn’t mean
the contact loses its
value, but rather
emphasizes the
importance of
passing and sharing
valuable information
from one record to
another.

123. For accounts that are
added to HubSpot’s
free CRM, certain
fields are pre-
populated with useful
information, such as
address, industry,
and number of
employees.

124. Common Interest Questions to Ask
1. What software/hardware does your current
company use?
2. What services are you interested in?
3. What are your primary company challenges?
4. How many employees are in your X
department?

125. WORKFLOWS: Copy Properties
Step 1: Create Matching Company Properties

127. WORKFLOWS: Copy Properties
Step 1: Create Matching Company Properties
Step 2: Set starting condition for workflow
targeting contact property

129. WORKFLOWS: Copy Properties
Step 1: Create matching company properties
Step 2: Set starting condition for workflow
targeting contact property
Step 3: Select workflow actions

131. Discover and set up
lead assignment
3

132. Three Ways Leads Get Assigned
1. Territory
2. Account (all branches and affiliates)
3. Category (specific interest in products and/
or services)

133. LEAD ASSIGNMENT: SINGLE
Based on the initial
workflow criteria, a
contact would get
assigned to one rep in a
single assignment
workflow.

134. LEAD ASSIGNMENT: ROTATION
Based on the initial
workflow criteria,
contacts will get evenly
distributed to the reps
included on the rotator.

135. Implement internal
notifications and tasks
4

136. Standard Internal Alert Examples
1. Initial lead assignment – alerting the sales rep a new contact has
been assigned to him/her
2. Specific form submissions – alerting the sales rep of a recent
submission
3. Hot lead notification – alerting the sales rep of active
engagement, most often connected to lead scoring
4. Task assignments/SMS alerts – alerting the sales rep of
incomplete to-do items relating to a contact

137. All of these notifications can be set up with an
automation tool—in HubSpot’s case—it would be
Workflows.
But it’s important to ask your rep what information
he/she wants to stay up-to-date on and how that
information is delivered.

138. PERSONALIZATION TOKENS
Depending on what the email is covering, use
personalization tokens in you internal emails to
share contact information sales is interested in.
HubSpot has a token called “Internal Contact
Record,” which links back to the contact in
HubSpot. Include this token in each internal email.

140. HubSpot workflows
tool has a variety of
ways to alert a rep.
Always check in with
your sales team
about what will help
them be more

141. How Leads Signal Their Interest
1. Trigger Events
2. Email Clicks
3. Website Visits
4. Conversion events (fill out form on website)
5. Contact sales

142. Determine reporting
metrics to help sales
5

143. A usual sentiment felt among sales teams is
not understanding what is working and what
isn’t.
Reporting should help reps be more
productive, more efficient, and more
organized.

144. Questions Marketing Should Ask Sales
1. What areas of your process need refinement? What are the
triggers to create a deal/opportunity and do you want that
creation automated?
2. What do you need from the automation side to help move your
deals through the pipeline?
3. What properties should we use internally (i.e. lead status) to
prioritize sales leads vs marketing ones?
4. What type of reports would help your day-to-day?

145. This is a free report that comes with the HubSpot
CRM platform, and companies set up rewards
programs based off this report to drive adoption
and push engagement with the CRM.

146. Highlight high producers on your sales team.

147. CUSTOM VIEWS
Continue to help sales organize
their data and refine their process
by creating custom views for
contacts, companies, and/or
deals.
These custom views can be
shared with the team and made
default by each rep, helping them
prioritize.

148. REPORTING ADD-ON
Custom dashboards for sales
teams as well as individuals can
be created to keep track of
productivity and overall
performance.

149. To create a bridge between
two sides, you need to first
build the supports, or piers,
to create a sustainable
connection.

150. Be a HubSpot champion.
Start conversations. Take
actionable steps. Work as
one team. Use the tools at
your disposal.
If you do that, your village will
never go hungry.

151. #SLCHUG#SLCHUG
Thank You!

152. #SLCHUG#SLCHUG
Panel Questions?

153. #SLCHUG#SLCHUG
Coming Soon
The Podcast
Diving deeper into HubSpot tools
and Inbound Methodology,
and User Stories & More

154. #SLCHUG#SLCHUG

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155
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management

156. #SLCHUG
Save The Date
Our Next Big SLCHUG Event
Thursday, May 26, 2017
Topic / Location TBD
All Event Dates on
SLCHUG Home Page