Leveraging hubspot enterprise to grow your agency behavior based lead nurturing
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Leveraging HubSpot Enterprise To Grow Your Agency Behavior Based Lead Nurturing. #VARFormable. 10-18-2011. Agenda. Refresher on Value Proposition Creating the Plan Setting up Lead Nurturing Suggested Homework Resources & Getting Help Good Stuff from Last Week What’s Next.

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Leveraging hubspot enterprise to grow your agency behavior based lead nurturing

Leveraging HubSpot Enterprise To Grow Your AgencyBehavior Based Lead Nurturing

#VARFormable

10-18-2011


Agenda

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


What is advanced lead nurturing

What is advanced lead nurturing


Leveraging hubspot enterprise to grow your agency behavior based lead nurturing

Behavior-Based Triggers

Multi-Channel Triggers

Integration with Outside ESPs


What are behavior based triggers

What are behavior-based triggers?

  • “They allow a marketer or business owner to Increase lead to customer conversions and shorten sales cycles by nurturing leads based on buyer behavior and providing content corresponding to where a prospect is in the buying process.”


What are behavior based triggers1

What are behavior-based triggers?

Yes

No

Prospect visits site, downloads white paper

Did prospect return within five days?

Send “IMA Invite” email

Send “Case Study” email


What are multi channel triggers

What are multi-channel triggers?

  • “They allow a marketer or business owner to increase lead to customer conversions and shorten sales cycles through nurturing leads based on behaviors BEYOND the boundaries of their website and email marketing.”

  • “Beyond the boundaries” means triggering emails based on behaviors within social media, your mobile application, support system, billing system, CRM, etc…


What are multi channel triggers1

What are multi-channel triggers?

One of your leads mentions a competitor on Twitter

Send “competitive product matrix” email


A word on esp integration

A word on ESP Integration

  • “Allows a marketer or business owner to maintain their current ESP to manage their email send and use HubSpot Enterprise to make sure the right people at the right time receive the right message.”

  • HubSpot’s Email Manager CANNOT be used as an ESP for triggered emails at this time. This will change in the next 3 months


Esp s we integrate with

ESP’s we integrate with

  • We integrate with the following ESPs

    • Constant Contact

    • MailChimp

    • ExactTarget

    • Campaign Monitor

    • iContact

    • Blue Sky Factory

    • Emarsys

    • Cakemail


Key value points

Key Value Points

  • HubSpot Enterprise provides the marketer with advanced tools for list creation, advanced send triggers, data collection and analysis, triggering the email send.

  • Optimize your messaging as prospects exhibit certain behaviors while they move through your funnel.

  • Allows you to send very specific messages based on specific behavior chains

  • Behavior chains can be developed based on what a prospect did or did not do.

  • Engagement with prospects has moved beyond the boundaries of your website

  • The capability to send nurturing emails based on prospect behaviors across channels (social media, mobile, support, billing, CRM, website, etc…)

  • “Understand the behaviors of your best customers and apply them to every lead in your marketing funnel to accelerate the sales process.”


Agenda1

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


Different markets

Different Markets


Different services

Different Services


Different personas

Different Personas


Different pain points

Different Pain Points


Content for each part of the funnel

Content for Each Part of the Funnel


Creating the plan

Creating the Plan

  • Market 1

    • Service 1

    • Service 2

      • Persona 1

      • Persona 2

        • Pain Point 1

          • Events: Top of Funnel

          • Event: Bottom of Funnel

  • Market 2


Example selling marketing services to

Example: Selling Marketing Services to…

  • Market: SaaS Software Companies

    • Service 1: Sales & Marketing Alignment

    • Service 2: Marketing Automation

      • Persona 1: CEO

      • Persona 2: CMO

        • Pain: Reducing Cost of Customer Acquisition

          • Top: How to Grow Your SaaS Business with Online Marketing

          • Mid: Internet Marketing Case Studies for SaaS Businesses

          • Bottom: Request Consultation on How to Reduce Your Cost of Customer Acquisition in Your SaaS Businesses


Agenda2

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


Go read the help docs

Go Read the Help Docs

http://help.hubspot.com/articles/Tutorial/hubspot-enterprise-behavior-based-lead-nurturing


Add an integration with an esp

Add an Integration with an ESP


Select the esp

Select the ESP


Get your api key from your esp

Get Your API Key from Your ESP


Add the api key

Add the API Key


You should see this after save

You should see this after “Save”


Time to set up a campaign

Time to Set Up a Campaign


Start a new automated email

Start a new automated email


Here s a simple scenario

Here’s a Simple Scenario

  • Prospect has “Completed Form for Social Media eBook”. Send email with link to view social media case studies.


Simple lead nurturing example

Simple Lead Nurturing Example


Here s a more complex scenario

Here’s a More Complex Scenario…

  • Prospect has “Completed Form for Social Media eBook”. Send email with link to view social media case studies.

  • Wait 3 days

  • Prospect “Viewed Social Media Case Studies Page”. Send email with link to “Complete Form for Social Media Consultation”

  • Prospect Has Never “Viewed Social Media Case Studies Page”. Send an email with link to “View Social Media Blog Posts Page”


Create a new list

Create a New List


Create autoresponder email for that list

Create Autoresponder Email for that List


Send autoresponder when user joins list

Send Autoresponder When User Joins List


Create email

Create Email


Choose template for email

Choose Template for Email


Write email

Write Email


Create more lists for each email

Create More Lists for Each Email


Each list has an email autoresponder

Each List has an Email Autoresponder


Set up the starting condition

Set up the Starting Condition


Add a delay

Add a Delay


Use has has never

Use Has/Has Never


Keep adding events to track

Keep Adding Events to Track

  • Prospect has “Completed Form for Social Media eBook”. Send email with link to view social media case studies.

  • Wait 3 days

  • Prospect “Viewed Social Media Case Studies Page”. Send email with link to “Complete Form for Social Media Consultation”

  • Prospect Has Never “Viewed Social Media Case Studies Page”. Send an email with link to “View Social Media Blog Posts Page”

  • Prospect Has “Viewed Social media Blog Posts” Send Nothing.


Create lots of flows that send nothing

Create Lots of Flows that “Send Nothing”


Then create emails if conditions are met frequently enough

Then, Create Emails if Conditions are Met Frequently Enough


Devs use webhooks to trigger things besides email

Devs: Use Webhooks to Trigger Things Besides Email

  • Push in-app notifications: send a push notifications to a user using your mobile app

  • Send SMS Alerts: text a sales person when a hot lead returns to the pricing page

  • Auto-follow: auto-follow users who complete a form

  • Trigger offers on site/cta’s: trigger a special on-site offer for qualified returning customers

  • Follow-up: leave someone a voicemail saying their support ticket has been received

  • Internal chat alerts: send alerts to your company's internal chat stream that lets employees know that something interesting/important has happened

http://help2.hubspot.com/display/DOC/Webhook+API


Agenda3

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


Homework

Homework

  • Last Week’s Homework: Setup lots of conversion forms to capture emails and setup events in advanced analytics to track events triggered by leads.

  • Plan out your lead nurturing strategy based on your markets, products/services, personas, pain points and content.

  • Build “behavior chains” or “event flows” and start tracking leads as they trigger events.

  • Write emails and configure sends


Agenda4

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


Create forum thread to discuss behavior chains

Create Forum Thread to Discuss Behavior Chains

  • Create a new forum thread if you need help.

  • Once events are setup, this shouldn’t require programming.

  • Share what you’ve done so we can all learn from each other.


Agenda5

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


Good posts this week

Good Posts This Week…

http://www.kunocreative.com/blog/bid/65725/inbound-marketing-budget-calculator


Good posts this week1

Good Posts This Week…

http://info.pollockmarketinggroup.com/blog/bid/69465/Thinking-Through-Advanced-Lead-Nurturing-Campaigns


Agenda6

Agenda

  • Refresher on Value Proposition

  • Creating the Plan

  • Setting up Lead Nurturing

  • Suggested Homework

  • Resources & Getting Help

  • Good Stuff from Last Week

  • What’s Next


Use the forums

Use the Forums

  • We’ll post updates and to-do’s.

  • You should respond when you do something, or when you get stuck.

  • If you have product setup questions, call support. 888 HubSpot


See you next wednesday

See You Next Wednesday


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