Anne Huston ● Brand ● Strategy ● Digital
Aim: What is HubSpot & how do I use it?
A G E N D A Getting new leads in: Intro to HubSpot Nurturing leads: Forms & Naming Policy Email Building a List & Getting new leads in : Reporting & Segmenting Landing Page Dashboards
Housekeeping 1. Breaks 2. Lunch 3. Resources 4. Portal access
What is HubSpot and Inbound?
Inbound Inbound is all about providing a helpful, human, and holistic experience to anyone who interacts with your business in any way.
360 View of your leads Who are they on Who is visiting social media? our site? What emails have What pages have they opened? they viewed? When are they on What have they the site? converted on? What is their How engaged lead score? are they?
Naming Convention
Naming Convention [audience type]-[channel]-[yyyymmdd]-[listtitle]-[initials of list owner]-[country code] Please see next slide for examples
Country code: Audience types: Channel: Date: Title: Initials of Please use the following country codes for your lists. The codes corporate news Use full date in the Use to add list owner should be used to refer to the country site/owner team. educationalagent social format clarity (person to Australia au educationalinstitution hostedevent yyyymmdd over speak to if examcentre-authorised (for events if: Austria at source of there is a • event government that we host Brazil br data. problem • webinar internal ourselves) China cn e.g. title of with the France fr Learner-examsandtests attendedevent event, list): Germany de Learner-teachingquals (for events we Use just month and name of Please use Greece gr ministry attend year for everything webinar or standard Thailand th other elsewhere) else campaign first-name Indonesia id parent form yyyymm title last-name Italy it preparationcentre webinar initials 2 Korea kr teacher campaign characters Latin America latinamerica invitation (3 Malaysia my (Note these match the competition characters Poland pl audience type – Front for double- End property in HubSpot Russia ru barrelled and the ‘ Account type ’ in Spain es surnames). Dynamics CRM) Turkey tr Vietnam vn Czech Republic cz India in Please use all lowercase when naming items Japan jp Netherlands nl in HubSpot regardless of type. Portugal pt Romania ro Tip: the naming policy will later help you create lists with queries Serbia rs such as ‘include all records where audience type includes Taiwan tw teacher’ or source is ‘webinar-20200319-marketingweek’. United Arab Emirates uae United Kingdom uk
Data For data cleanliness, going forward only Super Admins will be able to create new Properties.
Campaigns
Inbound Campaign Today, we’ll focus on a schools campaign . W e will build a list, a form, a landing page and an email for this campaign.
The Anatomy of an Inbound Campaign What? How? Why? Who? Identify Specify the Develop a Set a SMART Audience Pain Point Content offer goal
Finding your ‘who’: Lists & Segmentation
Contact Database Reasons to Segment Database SEND TARGETED EMAILS WRITE TARGETED CONTENT USE SMART CONTENT IDENTIFY QUALIFIED LEADS UNDERSTAND PERSONA BREAKDOWN
CONTACT DATABASE HOW TO SEGMENT BEHAVIOURAL DEMOGRAPHIC
CONTACT DATABASE LISTS IDENTIFY WHO YOU WANT TO BE NAME YOUR LIST USING A IN THIS LIST & WHY? DESCRIPTIVE NAME DETERMINE IF YOUR LIST IS SELECT YOUR SMART LIST SMART OR STATIC FILTERS
Tool Training
Getting new leads in: Building a Form
Conversion Path A conversion path is comprised of a call-to-action , landing page, thank you page and follow up email , all built around a relevant content offer
Conversion Path STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
Form A form is the method of data generation that usually sits on a landing page or pop up. Typically a form is where the ‘transaction’ of data takes place.
Forms Best Practices DEPENDS ON BUYER’S STAGE AMOUNT OF QUESTIONS DEPENDS ON CONTENT ACTION-ORIENTED FORM SEND AUTO-RESPONDER SUBMIT BUTTON EMAILS REMEMBER TO CHANGE THE SEND NOTIFICATION EMAIL SUBSCRIPTION TYPE EMAILS ASSOCIATED WITH FORM
Forms Questions as standard First Name ● Last Name ● Email ● Country ● Source (hidden field) ● Audience type – Front End (hidden or self select) ● CEB2B or CEB2C (hidden field) ● Human (hidden field) ●
Tool Training
Landing Page A landing page is a web page that allows you to capture a visitor's information through a lead form.
Conversion Path
Landing Page Best Practices REASONABLE FORM LENGTH NO NAVIGATION INCLUDE MOST IMPORTANT INFO IMAGES/VIDEO ABOVE FOLD MAKE IT SKIM-ABLE
Let’s build a landing page
Nurturing Our Leads: Creating an email
Email Emails should add value, not ask for it.
Email Best Practices 1 Define a clear goal for your email 2 Segment your recipients 3 Personalise where appropriate 4 Focus on engagement 5 Test & Analyse
Let’s build an email
Reporting
Reporting Without a clear picture of what you’re trying to report on, it can be difficult to know where to start creating a report.
Reporting You can currently create three key types of custom reports in HubSpot: 1. Reports on or across data sets 2. Pipeline or funnel reports 3. Attribution reports
Reporting Use a custom report to analyze records from a specific source, persona, record owner, or custom properties you've created.
Reporting Without a clear picture of what you’re trying to report on, it can be difficult to know where to start creating a report.
Any questions? For general HubSpot enquiries, please try to resolve any queries by either using the resources on the HubSpot Academy or by asking the Hubspot Helpdesk by clicking on the button appears in the bottom right corner of HubSpot once you have logged in. If you need specific advice with regards to set up of a specfic campaign, please raise a Zendesk ticket and choose ‘HubSpot Support’ from the dropdown
Thank you
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