#SLCHUG November 11, 2015
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Transcript of #SLCHUG November 11, 2015
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#SLCHUG
Good morning
Wi-fi- lhm-open L: SLCHUG P: wjhEIYNx
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#SLCHUG
Agenda• Welcome • Survey Results / Reporting Add-On w/ Brandon• Ads Add-on w/ Doc • HubSpot & Zapier w/ Ben & Matt• Workflows & Lead Scoring w/ Maggie• Q&A & Wrap-up
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#SLCHUG
READY?
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#SLCHUG
FIRST UP
Brandon Carter
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#SLCHUG
BRANDONCARTER@bscarter
Marcom ManagerAccess Development
Co-Leader of SLCHUG
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#SLCHUG#SLCHUG
Survey Results
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Survey Responses22 Responses
Lots of written feedback
Volunteers and Facilities!
Facility, location is mostly good
Demand for downtown
Boooo catering
Mornings work well
Lots of interest in inbound- and HubSpot-centric content
Top topic interest: automation and workflows
Breakouts/webinars
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Survey CommentsMore networking time
Cocktails!
I can donate some prizes
Pitfalls (Horror stories)
Interest/industry breakouts
“Brandon, you aren’t very good at designing surveys”
Thanks, and please keep the feedback coming!
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#SLCHUG
REPORTING ADD-ON
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ONE DASHBOARD. ALL YOUR REPORTS.
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#SLCHUG#SLCHUG
Reporting Add-On
10-day free trial
$200 per month
“Central Dashboard”
For marketing and sales
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#SLCHUG#SLCHUG
Reports
Funnel
Personas
Days to Close
Sources
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#SLCHUG#SLCHUG
Dashboards
Funnel
Personas
Days to Close
Sources
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#SLCHUG#SLCHUG
Is it Worth It?
Resources:
http://blog.hubspot.com/customers/new-reporting-add-on
http://knowledge.hubspot.com/reports-user-guide-v2/how-to-use-the-reporting-add-on-in-hubspot
http://academy.hubspot.com/broadcasts/reporting
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DID YOU KNOW...
You can create funnel reports to show how your contacts are moving through different lifecycle stages.
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DID YOU KNOW...
You can create reports with eight different visualizations types.
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#SLCHUG
NEXT UP
Darin Berntson
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#SLCHUG
DARINBERNTSON@iGoByDoc
Founder Bernco Media(HubSpot Partner Agency)
Co-Leader SLCHUG
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#SLCHUG
ADS ADD-ON
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#SLCHUG
HubSpot Used to Think
Traditional Cold Calling SPAM Emails Interruptive Ads Marketer - Centric
Inbound SEO and Content Blogging Attraction Customer - Centric
vs
If you bought an ad, you were irritating your customer
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#SLCHUG
But they decided to take another lookAnd listen harder to their customers
Of HubSpot customers have used ads this year. Successfully using ads to amplify the effect of great inbound marketing campaigns.
53%
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Some Ads Amplify Inbound Ads that satisfy intent and extend the reach of great content
LinkedIn Sponsored Updates:
• Appear in LinkedIn Stream just like content
• Ability to reach the right audience based on professional targeting signals
• Self managed with only a $10 minimum
• Amplify the effect of great content driving more leads from existing offers
• Integrate into existing HubSpot campaigns through the Ads Add-On
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DID YOU KNOW...You can trial HubSpot ads for free for 14 days and get a free $100 LinkedIn credit?
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You can track what happens after someone clicks on your ads?
DID YOU KNOW...
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#SLCHUG
ADS ADD-ON$100 Month - 14 Day Free Trial
Is It Worth It?
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Is It Worth It? It Depends….
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Is It Worth It? It Depends….
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Is It Worth It? It Depends….• LinkedIn is only network today
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking• Source reports
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking• Source reports• But has own reporting
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking• Source reports• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking• Source reports• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason• Try the trial, get your $100 credit, and see how it works for you
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking• Source reports• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason• Try the trial, get your $100 credit, and see how it works for you
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Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform
• Campaign tracking• Source reports• But has own reporting
• Not as feature rich as some paid tools, but simplified for a reason• Try the trial, get your $100 credit, and see how it works for you
Now go, be inbound-y with your ads. Do not use for evil! =)
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#SLCHUG#SLCHUG
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#SLCHUG#SLCHUG
Questions?
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#SLCHUG
NEXT UP
Ben Beck Matt Darlymple
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#SLCHUG
BENBECKDirector of MarketingLENDIO
MATTDARLYMPLEMarketing Automation ManagerLENDIO
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14 ways to leverage Zapier And hubspot
HUBSPOT & ZAPIER BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
Easily generate more leads and revenue from third party products with NO help
from developers!
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HUBSPOT & ZAPIER BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
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HUBSPOT & ZAPIER BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
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HUBSPOT & ZAPIER BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
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Accept leads via email
01USE CASE
It's hard to launch new partnerships or campaigns when a lead vendor or a tool doesn't integrate well with your current
tools. Next time a lead supplier tells you they’d like to get you the leads via one off emails, you can tell them yes!
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Accept leads via email
01USE CASE
It's hard to launch new partnerships or campaigns when a lead vendor or a tool doesn't integrate well with your current
tools. Next time a lead supplier tells you they’d like to get you the leads via one off emails, you can tell them yes!
Hubspot > Zapier Parser > whomever
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www.pbs.org/go/Barrick.Rosenblatt
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Text message marketing
02USE CASE
Text message marketing and nurturing can greatly improve your contact rates and close rates. With
Zapier it’s easy to integrate Hubspot and Twillio – with absolutely NO developers needed!
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Text message marketing
02USE CASE
Text message marketing and nurturing can greatly improve your contact rates and close rates. With
Zapier it’s easy to integrate Hubspot and Twillio – with absolutely NO developers needed!
Hubspot > Zapier > Twilio
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INTEGRATE OTHER CRMS
03USE CASE
Hubspot natively supports the SalesForce CRM. Zapier makes Hubspot even more powerful as you can integrate all the
other popular CRMs (or even other marketing tools). It’s easy and requires no developer help!
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INTEGRATE OTHER CRMS
03USE CASE
Hubspot natively supports the SalesForce CRM. Zapier makes Hubspot even more powerful as you can integrate all the
other popular CRMs (or even other marketing tools). It’s easy and requires no developer help!
Hubspot > Zapier > your crm
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Google Sheets & Hubspot
04USE CASE
Zapier makes it easy for Google Sheets to talk with Hubspot. You can use this feature to edit fields
with spreadsheet formulas and pass back from Google Sheets to Hubspot.
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Google Sheets & Hubspot
04USE CASE
Zapier makes it easy for Google Sheets to talk with Hubspot. You can use this feature to edit fields
with spreadsheet formulas and pass back from Google Sheets to Hubspot.
Google Sheets > Zapier > Hubspot
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Social media Posting
05USE CASE
Have you ever thought of automating the new customer process? Zapier allows you to
automatically post new deals/relationships with cusomters through Hubspot.
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Social media Posting
05USE CASE
Have you ever thought of automating the new customer process? Zapier allows you to
automatically post new deals/relationships with cusomters through Hubspot.
Hubspot > Zapier > Buffer
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Instant Sales Notifications
06USE CASE
Pushbullet allows your sales reps to automatically receive effective notifications
that you can set through Hubspot. Zapier will tie these two tools together to help
sales connect to your customer base.
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Instant Sales Notifications
06USE CASE
Pushbullet allows your sales reps to automatically receive effective notifications
that you can set through Hubspot. Zapier will tie these two tools together to help
sales connect to your customer base.
Hubspot > Zapier > PushBullet
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Better manage events
07USE CASE
Using Hubspot or Eventbrite alone for your even management means you’re leaving registrants and attendees on the table. If
you use Zapier to integrate the two, you can leverage both to make your event more successful!
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Better manage events
07USE CASE
Using Hubspot or Eventbrite alone for your even management means you’re leaving registrants and attendees on the table. If
you use Zapier to integrate the two, you can leverage both to make your event more successful!
Hubspot > Zapier > Eventbrite
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Send slack notifications
08USE CASE
Slack is a new communication tool that is taking the world by storm: it’s the fastest adopted business tool ever. The power of
Hubspot can be further leveraged if you use it to send notifications into Slack.
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Send slack notifications
08USE CASE
Slack is a new communication tool that is taking the world by storm: it’s the fastest adopted business tool ever. The power of
Hubspot can be further leveraged if you use it to send notifications into Slack.
Hubspot > Zapier > slack
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Leverage Your Email Contacts
09USE CASE
Do you need your Gmail contacts in Hubspot? Zapier allows you to add Hubspot contacts from your
Gmail account automatically.
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Leverage Your Email Contacts
09USE CASE
Do you need your Gmail contacts in Hubspot? Zapier allows you to add Hubspot contacts from your
Gmail account automatically.
Hubspot > Zapier > GMAIL
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Phone Calls For Prospects
10USE CASE
Hubspot can automatically call the sales rep for high priority prospects and give them the
information to contact their perspective client.
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Phone Calls For Prospects
10USE CASE
Hubspot can automatically call the sales rep for high priority prospects and give them the
information to contact their perspective client.
Hubspot > Zapier > SMS
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Automated direct mail
11USE CASE
With engagement rates north of 4% vs 0.06% with Google, direct mail may be the marketing method that energizes
your marketing efforts. With Hubspot and Zapier you can automate direct mail sends using no developer help!
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Automated direct mail
11USE CASE
With engagement rates north of 4% vs 0.06% with Google, direct mail may be the marketing method that energizes
your marketing efforts. With Hubspot and Zapier you can automate direct mail sends using no developer help!
Hubspot > Zapier > zendirect or thankster
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Tie into task management
12USE CASE
Whether you’re using Trello, Podio, Asana, or some other project/task management tool, Hubspot has some powerful
integrations through Zapier. For example, if a lead takes a certain action you can create a new task for follow-up.
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Tie into task management
12USE CASE
Whether you’re using Trello, Podio, Asana, or some other project/task management tool, Hubspot has some powerful
integrations through Zapier. For example, if a lead takes a certain action you can create a new task for follow-up.
Hubspot > Zapier > trello/asana/other
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Reviews Evaluation
13USE CASE
Semantria analyzes reviews on the web to see if they are negative or positive, and passes the sentiment
into Hubspot. This can help your team evaluate which products are working for your clients.
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Reviews Evaluation
13USE CASE
Semantria analyzes reviews on the web to see if they are negative or positive, and passes the sentiment
into Hubspot. This can help your team evaluate which products are working for your clients.
Hubspot > Zapier > Semantria
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Create Tickets And Alerts
14USE CASE
If a negative review comes to your company, Hubspot has the ability to parse the email and create a
ticket in Zendesk. This is done through the Zapier integration.
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Create Tickets And Alerts
14USE CASE
If a negative review comes to your company, Hubspot has the ability to parse the email and create a
ticket in Zendesk. This is done through the Zapier integration.
Hubspot > Zapier > Zendesk
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Promarketing.academy/hubspot
HUBSPOT & ZAPIER BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
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Promarketing.academy/hubspot
HUBSPOT & ZAPIER BETTER MARKETING AND SALES
THROUGH HUBSPOT TO ZAPIER INTEGRATIONS
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#SLCHUG#SLCHUG
Questions?
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#SLCHUG
SPEAKING OF INTEGRATIONS
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#SLCHUG#SLCHUG
Native Connections• Salesforce• Wistia• GoToWebinar• SurveyMonkey• Napier• WordPress• UberConference• Eventbrite
Many more featured integrationshttp://www.hubspot.com/products/integrations
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#SLCHUG
As mentioned byBen and Matt
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#SLCHUG#SLCHUG
Welcome, Romney Williams - ZenPrint
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#SLCHUG
NEXT UP
Maggie Georgieva
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#SLCHUG
Customer Success ManagerMAGGIEGEORGIEVA@mgieva
Product Manager: Contacts, Workflows & Campaigns
Also, a sugar addict.
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Inside Workflows & Lead Scoring
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A Workflows Walk-Through with Focus on New Updates
3 Workflows You Need to Consider
Enabling Sales with Lead Scoring
123
Inside Workflows & Lead Scoring
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WALK-THROUGH
If you do the same work manually daily/weekly/monthly, consider using Workflows.
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a mechanism of nurturing contacts & automating repetitive tasks.
Workflows
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The Benefits of Lead Nurturing
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What are you creating a Workflow for?
(1) Ongoing engagement(2) Tradeshow or event (e.g. HUG)(3) Appointment follow-ups (e.g. Consultation)
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What are you trying to achieve?
Determining your goal will direct your entire workflow. Are you trying to reawaken cold leads? Increase lead quality? Generate new leads?
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Who do you want to target?
Decide who you are trying to reach. What problem are you helping them solve? This is key for helping you create the content for your lead nurturing campaign.
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What content do you want to send?
Content is a key piece of lead nurturing. Include the right offers and emails in your actions. Explore spacing out the actions with different delays.
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How will you measure performance?
Find how many contacts are enrolling into your workflows and how the automated emails are doing.
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What if something goes wrong?
Use the Search function to find where a contact is in your Workflow and what will happen to them in the future.
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TRY THESE
Let’s go through 3 Workflows that you will want to consider creating.
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Use Workflows to drive qualified leads1
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Use Workflows to drive qualified leads2
Increase the number of conversions to qualified leads.
Educate contacts in the consideration stage.Optimize for the best timing to share product info.
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2
PERSONA: Marketers interested in getting traffic.
GOAL: Leads into MQLs
ACTIONS: Relevant content with strong CTAs.
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CONTENT: Relevant to the Persona’s interests.
DESIGN: Simple & Responsive.
CTA: Product call-to-action at the end.
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Use Workflows to re-engage dormant leads2
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Use Workflows to re-engage dormant contacts2
Get rid of bad contacts.Nurture a list of unengaged contacts.Measure performance by the growth of your newly engaged list.ZZZ
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ACTIONS: Top content.
SEGMENT: Unengaged contacts
ACTIONS: Optimize with aconditional branch.
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Use Workflows to increase sales efficiency3
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Use Workflows to increase sales efficiency3
Make your sales reps more productive.Assign most engaged leads to reps as soon as they become qualified.Measure performance by checking the close rate.$
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SEGMENT: Most engaged contacts in a specific area.
ACTION: Notify rep.
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INCREASE SALES EFFICIENCY WITH LEAD SCORING
How to start using Lead Scoring for better sales performance.
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a method of assessing your highest and lowest quality leads. Usually is a grade or a score.
Lead Scoring
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No job title, no phone number, no company name
Job title known, phone number known, company name known
Job title, phone number and company name are all known, Filled out Contact Us form and visited website 3 times.
1 pt.
5 pt.
8 pt.
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Standard Lead Scoring is hard and burdensome
• It takes a lot of work • It is hard to validate • It is too simplistic • Sales & Marketing still
disagree
PHOTO CREDIT: JD HANCOCK
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INBOUND15 PHOTO CREDIT: MAMOJOPHOTO CREDIT: MAMOJO
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Uses historic data to predict how likely a contact is to close into a customer.
Predictive Lead Scoring
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HubSpot’s Predictive Lead Scoring
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INBOUND15
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INBOUND15
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INBOUND15
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INBOUND15
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INBOUND15
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How do you empower Sales with Lead Scoring?
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Build a view for Sales.
First things first. Ensure your sales team has the most qualified leads.
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Set up a Sales workflow.
Set up a workflow or sequence for Sales to enroll these most qualified leads in.
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Better sales notifications.
Ping Sales any time a contact reaches a specific score.
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Nurture less qualified leads.
Create a workflow to nurture leads who sit in the middle.
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THANK YOU.
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#SLCHUG#SLCHUG
Questions?
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#SLCHUG113
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
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#SLCHUG#SLCHUG
Coming Soon
Webinars, Blog, Podcast, Interviews, and/or Blab
Diving deeper into HubSpot tools and Inbound Methodology
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#SLCHUG
Our Next Big Event
LUKESUMMERFIELD@SavvyLukeProgram Manager
February 25, 2016