Leveraging HubSpot Enterprise To Grow Your AgencyBehavior Based Lead Nurturing
10-18-2011
#VARFormable
1
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
Behavior-Based TriggersMulti-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?
Did prospect return within
five days?
Send “Case Study” email
Send “IMA Invite” email
Prospect visits site,
downloads white paper
Yes
No
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?
Send “competitive
product matrix” email
One of your leads
mentions a competitor on Twitter
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 ESPso Constant Contacto MailChimpo ExactTargeto Campaign Monitoro iContacto Blue Sky Factoryo Emarsyso Cakemail
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 1o Service 1o Service 2
• 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 Companieso Service 1: Sales & Marketing Alignmento 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
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-based-lead-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-Lead-Nurturing-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