Leveraging HubSpot Enterprise To
Grow Your Agency
Behavior Based Lead Nurturing
#VARFormable
10-18-2011
1
Agenda
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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
Behavior-Based Triggers
Multi-Channel Triggers
Integration with Outside ESPs
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 triggers?
Prospect
visits site,
downloads
white paper
Did prospect
return within
five days?
No
Send “Case
Study” email
Yes
Send “IMA
Invite” email
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 triggers?
One of your
leads
mentions a
competitor
on Twitter
Send
“competitive
product
matrix” email
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
• We integrate with the following ESPs
Constant Contact
o MailChimp
o ExactTarget
o Campaign Monitor
o iContact
o Blue Sky Factory
o Emarsys
o Cakemail
o
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.”
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 Services
Different Personas
Different Pain Points
Content for Each Part of the Funnel
Creating the Plan
• Market 1
Service 1
o Service 2
o
• Persona 1
• Persona 2
– Pain Point 1
 Events: Top of Funnel
 Event: Bottom of Funnel
• Market 2
Example: Selling Marketing Services to…
• Market: SaaS Software Companies
Service 1: Sales & Marketing Alignment
o Service 2: Marketing Automation
o
• 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
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
http://help.hubspot.com/articles/Tutorial/hubspot-enterprise-behavior-basedlead-nurturing
Add an Integration with an ESP
Select the ESP
Get Your API Key from Your ESP
Add the API Key
You should see this after “Save”
Time to Set Up a Campaign
Start a new automated email
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
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 Autoresponder Email for that List
Send Autoresponder When User Joins List
Create Email
Choose Template for Email
Write Email
Create More Lists for Each Email
Each List has an Email Autoresponder
Set up the Starting Condition
Add a Delay
Use Has/Has Never
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”
Then, Create Emails if Conditions are Met Frequently Enough
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
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
1. Last Week’s Homework: Setup lots of
conversion forms to capture emails and setup
events in advanced analytics to track events
triggered by leads.
2. Plan out your lead nurturing strategy based
on your markets, products/services,
personas, pain points and content.
3. Build “behavior chains” or “event flows” and
start tracking leads as they trigger events.
4. Write emails and configure sends
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 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.
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…
http://www.kunocreative.com/blog/bid/65725/inbound-marketing-budget-calculator
Good Posts This Week…
http://info.pollockmarketinggroup.com/blog/bid/69465/Thinking-Through-Advanced-LeadNurturing-Campaigns
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
• 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