Leveraging HubSpot Enterprise To Grow Your Agency Behavior Based Lead Nurturing #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 Triggers Multi - 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” Send “IMA Invite” 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 marketing.” “Beyond the boundaries” means triggering s based on behaviors within social media, your mobile application, support system, billing system, CRM, etc…

What are multi-channel triggers? Send “competitive product matrix” 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 send and use HubSpot Enterprise to make sure the right people at the right time receive the right message.” HubSpot’s Manager CANNOT be used as an ESP for triggered s at this time. This will change in the next 3 months

ESP’s we integrate with We integrate with the following ESPs o Constant Contact o MailChimp o ExactTarget o Campaign Monitor o iContact o Blue Sky Factory o Emarsys o Cak

Key Value Points HubSpot Enterprise provides the marketer with advanced tools for list creation, advanced send triggers, data collection and analysis, triggering the 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 s 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 1 o Service 1 o 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 Companies o Service 1: Sales & Marketing Alignment o 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 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

Here’s a Simple Scenario Prospect has “Completed Form for Social Media eBook”. Send 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 with link to view social media case studies. Wait 3 days Prospect “Viewed Social Media Case Studies Page”. Send with link to “Complete Form for Social Media Consultation” Prospect Has Never “Viewed Social Media Case Studies Page”. Send an with link to “View Social Media Blog Posts Page”

Create a New List

Create Autoresponder for that List

Send Autoresponder When User Joins List

Create

Choose Template for

Write

Create More Lists for Each

Each List has an 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 with link to view social media case studies. Wait 3 days Prospect “Viewed Social Media Case Studies Page”. Send with link to “Complete Form for Social Media Consultation” Prospect Has Never “Viewed Social Media Case Studies Page”. Send an 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 s if Conditions are Met Frequently Enough

Devs: Use Webhooks to Trigger Things Besides 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 voic 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

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 s 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 s 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…

Good Posts This Week… 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