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Leveraging HubSpot Enterprise to Grow Your Agency
Peter CaputaDate: 11-30-2011
Lead Grading*
*Available in Basic. Custom Grading Available in Professional & Eterprise
Agenda
• Lead grading vs. custom grading• How to setup custom lead grading• How to use it for your own agency• How to sell it to prospects/clients• Feedback for next version of app• Homework • Getting Help & What’s Next
LEAD GRADINGVSCUSTOMLEAD GRADING
Standard vs Custom Lead Grading
Standard Lead Grading Available in All Products
Custom Grading Available in Pro & Enterprise
L
Standard Lead Grade
• 0 to 100 Score• Based purely on engagement with
website• Ranks all leads against each other
periodically
Update Grade via HubSpot API
http://docs.hubapi.com/wiki/Custom_Lead_Grade
• You Can Update Programmatically. • LeadGrader App , by LyntonWeb Updates
this Field Automatically Using the API
Custom Grade
1. Custom: Grade on engagement + characteristics of leads + stage of buying process.
2. More control over which leads get sent to sales/worked by sales.
3. Get tire-kickers/bad fits/competitors out of your sales funnel.
SETTING UP CUSTOMLEAD GRADING
Go to App Marketplace
Register the App
Start Adding Criteria
1. Landing page/form2. Form field response3. Number of conversions4. Number of visits5. Number of page views6. Found site Via
Landing Page
Landing Page: Use Title or URL
Landing Pages: Use Form Name
Form Field Response
Number of Conversions
Number of Visits
Number of Page Views
Found Site Via
Example Implementation
Turning Lead Grader On/Off
USING IT FOR YOUR OWNAGENCY
Some Ideas1. Form Fields:
1. Title. Weight titles differently: CEO, CMO, Small Business Owner
2. Start collecting “company size”. Get rid of real small and real big.
3. BANT: Budget, Authority, Need, Timing:: Ask form questions about “biggest marketing challenge”, “what they’re spending or doing now, what they plan to do differently, what time frame for a change is. (E.g. on Website redesign ebook: “When are you planning to redesign your website?”)
2. Negative scores: for other marketing agencies/competitors, smaller companies, lower level titles.
What other ideas do you have?
SELLING IT TO
PROSPECTS AND CLIENTS
Qualify First….1. What’s a good lead for you? What characteristics would
determine whether a lead is good or not? 2. Are some landing pages/forms on your site better indicators
of a sales ready lead? 3. Do you know if some sources of leads convert to sales
better than others? 4. Do you get good leads from your website? Are they the
same quality as other leads? 5. Do you send all of your leads to your sales team to work?
Do they work them deeply or complain about the quality of them?
6. How does your sales team prioritize who to call first? 7. How do they prioritize who to call again? How do they
determine when to call someone again? 8. Tie Down: If you could automatically sort which leads are
qualified prospects, would that help you? Help your sales team?
Tie Downs1. If you could specify criteria for what a qualified
lead is and then automatically grade them, would that help you? Help your sales team? How would that help you/your sales team?
2. What criteria makes a good lead? Ask why. (Write them down.)
3. Do you think your sales team would agree that these criteria are ideal too? Does it make sense to survey them?
4. In addition to these criteria, what kind of questions does your sales team ask prospects once they get them on the phone?
5. How much weight would you assign each of these criteria?
WHAT’S NEXT?
Ideas Being Considered
1. Use Advanced Analytics Events as Grading Criteria (Pages Viewed, Clicked Elements, Advanced Landing Pages/Other Forms, Custom Events)
2. Trigger events and lead nurturing sequences based on grading criteria: helps to nurture based on form field responses. (e.g. Nurture CEO differently than assistant.)
3. Use recency of activity to reduce lead grade.
HOMEWORK
Homework1. Install the app2. Configure your lead grade3. Share the criteria you used with the
group…
4. Get inspiration from the group…
http://www.linkedin.com/groupItem?view=&gid=2879340&type=member&item=82792698&qid=14e87085-7438-4400-a6c5-d762c776a639&goback=%2Egmp_4077255%2Egmp_2879340
QUESTIONS?
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