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