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Mike Lieberman CEO, Chief Inbound Scientist, Square 2 Marketing @Mike2Marketing @Square2

MARKETING AUTOMATION HACKS:

HUBSPOT

Hana Abaza VP Marketing, Uberflip @hanaabaza

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Join in on

WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar J)

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Meet the Expert

Street Cred: •  Largest Inbound Agency •  HubSpot’s Largest Partner •  The First Diamond Partner •  Over 120 HubSpot clients •  Over 100 Inbound client

engagements

Mike Lieberman

Square 2 Marketing

@uberflip

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Fair WARNING!

Hacks To Improve RESULTS! •  We have a saying at Square 2

Marketing •  Results Start With ME! •  How to get more leads, better leads,

more efficiently run inbound programs using HubSpot.

•  Technical Support NOT included!

Mike Lieberman

Square 2 Marketing

@uberflip

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Let’s get Hacking

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Agenda

•  Strategy Before Tactics – 1 Hack •  Inbound Marketing Planning and Goal Setting – 1 Hack •  Improving The Visitor Experience – 3 Hack •  Drive More Middle of the Funnel Leads – 1 Hack •  Using Social Media – 1 Hack •  Responding and working in a more agile way – 1 Hack •  Tracking Progress – 1 Hacks •  Questions

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Strategy Before Tactics - Hack #1

If You Don’t Have Anything Interesting To Say, Don’t Spend Any Money On Marketing

•  What stories are you telling?

•  What makes your business remarkable?

•  How are you emotionally connecting with your prospects

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Strategy Before Tactics - Hack #1

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Plan All Aspects of your Inbound Campaign - Hack #2

•  Search drives, content, which drives web,

which drives social, which drives email,

which drives video and all your other

tactics

•  Now you can tie them all together with

HubSpot

•  Set goals and track towards target

performance realization

Additional info

Screenshot here

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Improving The Visitor Experience - Hack #3

Creating a more elegant SEARCH feature on your site •  HubSpot's default search functionality isn’t great.

•  When you do a search using HubSpot it takes you off the site to google.com for

search results.

•  You never want someone leaving your site.

•  Instead use google custom search and integrate it into your HubSpot site so it looks

good and visitors never leave your site.  

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Improving The Visitor Experience - Hack #4

Build a Simple Database in HubSpot Using Google Sheets

•  This example uses google sheets to house all the data and integrates it directly into your

HubSpot pages.

•  This makes it very easy to update and its best used in situations where lots and lots of data

is needed on a page

•  It would make it difficult to build using other methods because the amount of data would be

to much for HubSpot’s editor interface to handle.

•  Data resides on HubSpot not in a third party tool, so it’s 100% searchable

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Improve The Visitor Experience - Hack #5

Customizing HubSpot Notification Forms •  If you have long forms or forms that you need to print HubSpots default form notifications

can be difficult to view

•  Or cause forms to prints onto several pages instead of just one.

•  Using a workflow and custom email template you can easily customize your form

notifications.  

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Improve The Visitor Experience - Hack #5 Standard Form Display, client wanted the form to print on one page

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Improve The Visitor Experience - Hack #5 Customized HubSpot Notification Forms buy using a custom email template and workflows

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Create Middle of the Funnel Offers - Hack #6

Use HubSpot To Create Multi-Part Quizzes and Calculators To Drive Conversions •  Normally to build a quiz or calculator you have to use to use a 3rd party tool or system like

qzzr or separate wordpress site and integrate the results back into HubSpot.

•  Using some modern programming techniques you can have your cake and eat it to building

multi part quizzes and calculators all on HubSpot without needing a 3rd party system.   

•  All copy is resident in the COS so it’s also 100% searchable

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Create Middle of the Funnel Offers - Hack #6

•  Interactive offers like quizzes and assessments typically drive more qualified leads

•  They deliver more prospect information including detailed data on current operations, personal finance, business goals and stage in buying process.

•  Typical conversion rates on offers like this is 30% to 50% of offer views.

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Increasing Visitors and Leads with Social Media - Hack #7

Use the Social Media Monitoring Tool to get involved in social media conversations

•  Forward leads to sales reps•  Engage with prospects•  Share content proactively  

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Working In A More Agile Way - Hack #8

•  Today marketing is a complex and creative challenge, software development is also a complex and creative challenge

•  You want to cycle faster •  You want to create action plans based on data •  You want a prioritization methodology •  You want to get more done faster (done is better than perfect)

•  Apply the best practices from Lean, Agile and Scrum Methodologies

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Working In A More Agile Way - Hack #8

Analyze!

Review!

Respond!

Act!

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Working In A More Agile Way - Hack #8

•  Analyze performance data •  Regular reporting daily, weekly,

monthly •  Content, visitors, conversions,

sources and funnel analytics

Analyze!

Review!

Respond!

Act!

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Working In A More Agile Way - Hack #8

•  Performance vs. last month •  Performance vs. same month

last year •  Performance vs. 3 month

rolling average •  Performance vs. benchmarked

expectations

Analyze!

Review!

Respond!

Act!

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Working In A More Agile Way - Hack #8

•  30 day action plan •  Collaborate with content, interactive

or marketing resources •  Establish new performance

expectations and metrics •  Prioritization based on what takes

the least amount of time and what adds the biggest impact on results

Analyze!

Review!

Respond!

Act!

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Working In A More Agile Way - Hack #8

•  Implement the new action plan •  Weekly Sprints •  Lean development and delivery

Analyze!

Review!

Respond!

Act!

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Responding To Data In Real-Time - Hack #9

•  Use the HubSpot iPhone or Android App to Monitor Performance in Real-Time

•  Adjust strategy based on actual performance•  Move levers to drive more visitors – guest blogging•  Move levers to drive more leads – content publication or page optimization•  Create more timely content based on prospect behaviors

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Responding To Data In Real-Time - Hack #8

•  Impact visitors and leads tomorrow instead of in 60 days

•  Compare this month vs. last month for continuous improvement

•  Compare this month vs, same month last year to show improvement year over year and factor in seasonality

•  Compare this month vs. rolling three months to smooth out anomalies impacting performance

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Inbound: The Blog – The Secrets To Click To Close Marketing

http://www.square2marketing.com/blog

Resources

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QUESTION TIME!

Hana Abaza VP Marketing, Uberflip

@hanaabaza

hub.uberflip.com

Mike Lieberman CEO, Chief Inbound Scientist Square 2 Marketing @Mike2Marketing @Squaer2

Find out how Booker decreased theircost per lead by 71% with content.

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