Leveraging HubSpot Enterprise To Grow Your Agency Behavior Based Lead Nurturing

1. Leveraging HubSpot Enterprise To Grow Your AgencyBehavior Based Lead Nurturing #VARFormable 10-18-2011

2. 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

3. What is advanced lead nurturing

4. Behavior-Based Triggers Multi-Channel Triggers Integration with Outside ESPs

5. 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.”

6. What are behavior-based triggers? Yes No Prospect visits site, downloads white paper Did prospect return within five days? Send “IMA Invite” email Send “Case Study” email

7. 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…

8. What are multi-channel triggers? One of your leads mentions a competitor on Twitter Send “competitive product matrix” email

9. 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

10. ESP’s we integrate with • We integrate with the following ESPs • Constant Contact • MailChimp • ExactTarget • Campaign Monitor • iContact • Blue Sky Factory • Emarsys • Cakemail

11. 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.”

12. 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

13. Different Markets

14. Different Services

15. Different Personas

16. Different Pain Points

17. Content for Each Part of the Funnel

18. Creating the Plan • Market 1 • Service 1 • Service 2 • Persona 1 • Persona 2 • Pain Point 1 • Events: Top of Funnel • Event: Bottom of Funnel • Market 2

19. Example: Selling Marketing Services to… • Market: SaaS Software Companies • Service 1: Sales & Marketing Alignment • 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

21. 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

22. Go Read the Help Docs http://help.hubspot.com/articles/Tutorial/hubspot-enterprise-behavior-based-lead-nurturing

23. Add an Integration with an ESP

24. Select the ESP

25. Get Your API Key from Your ESP

26. Add the API Key

27. You should see this after “Save”

28. Time to Set Up a Campaign

29. Start a new automated email

30. Here’s a Simple Scenario • Prospect has “Completed Form for Social Media eBook”. Send email with link to view social media case studies.

31. Simple Lead Nurturing Example

32. 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”

33. Create a New List

34. Create Autoresponder Email for that List

35. Send Autoresponder When User Joins List

36. Create Email

37. Choose Template for Email

38. Write Email

39. Create More Lists for Each Email

40. Each List has an Email Autoresponder

41. Set up the Starting Condition

42. Add a Delay

43. Use Has/Has Never

44. 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.

45. Create Lots of Flows that “Send Nothing”

46. Then, Create Emails if Conditions are Met Frequently Enough

47. 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

48. 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

49. Homework • Last Week’s Homework: Setup lots of conversion forms to capture emails and setup events in advanced analytics to track events triggered by leads. • Plan out your lead nurturing strategy based on your markets, products/services, personas, pain points and content. • Build “behavior chains” or “event flows” and start tracking leads as they trigger events. • Write emails and configure sends

50. 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