Ho How Po Power Use sers s Grow with Hu HubSpot: Tips s for Advanced Marke keting & Sales Teams
Advanced HubSpot Usage Works kshop Ag Agenda ● Sup Super ercha harging ng your ur Hub ubSp Spot smart cont ntent ent Extend HubSpot smart content capabilities for anonymous traffic when running large scale PPC campaigns ○ Customized Chatflow Exp xperience ● ○ Customizing your prospect/client relationship with advanced Ch Cu Chatflow features & contact identification Le Leveraging ke key journey touch points into an advanced sales process & nurturing ● ○ Quarterly strategy reports & more custom research as needed Building a solid tech stack k with Integrations to ext xtend HubSpot reporting capabilities ● Optimize the way clients use HubSpot along with their additional tools ○
Obje Objectiv tive of th this is sessio ion Un Understand the methods available to serve personalize ze content for anonymous audiences ● ○ GDPR, new cookie policies and sense of privacy has brought new challenges for retargeting Le Learn how to use your tech & data to up your conversational game ● ○ Users may kn know they’re interacting with bots but will always appreciate a humanized exp xperience Refresh your vision of marke keting & sales enablement ● ○ As the practice of digital marketers gets more complex - how can we ensure the incremental benefits are still perceived by sales? Maki king the most of an “all in one tool in 2019” ● Optimize the way clients use HubSpot along with their additional tools ○
In Introducing t the t team Our mission is to deliver advanced inbound & technical consulting to clients that aim at scaling their digital marketing efforts with HubSpot
Who are we? Customer Centric Inbound Passionate Wide Industry Experience @HubSpot Specialties Background Former IS team member Growth Marketing Agency Onboarded more than 120 companies Passionate by advanced content 3 years of account management (including more than 50 in Australia) strategy, technical SEO, digital ads, experience working with large in depth- competitor analysis and companies on Influencers automation performance driven campaigns Notable Clients: Tech & Analytics Consulting Paul Cleenewerck 90 Seconds ( Saas / on demand platform) Tableau Certified (on-going) Started my career in a Big 4 and Randstad (Int. Recruitment Agency) Python for Advanced Analytics and completed 3 years as a Corporate Inbound Consultant Colliers (Real Estate Sales) Machine Learning Finance Advisor. Sports Singapore (Government body) Java Script - CSS - HTML
Who are we? Deep Product Familiarity Solution-driven API/Customization Junkie @HubSpot Specialties Background Lessons from Support Pushing product limits Experience as TC -Quick to identify expected vs -Driven to understand business goals -Started with 3 clients unexpected product behavior and provide various approaches to -Currently at 13 clients -Troubleshooting experience technical requests -Spreading API love to allow (4000+ support cases) -Educating clients on what is and is clients/developers to think about -Designated Support → Technical not possible custom solutions Sushil Nedyavila Consultant -Ultimate goal is to SFTC by providing -Team-based trainings to drive as many viable options product usage Technical Consultant -Project management
To Topic 1: Superc rcharg rging Your r Hu HubS bSpo pot S Smart C Content #In InboundDr DrivenAd Advertising
Challenges Presented by Digital Ads Everybody does ads Ads have become an integral part of a 360 degree inbound marketing strategy and is a key channel to reach new audiences and amplify content Structure of Ad Campaigns performance Campaign > Ad Sets > Ads Personalisation challenges While most campaigns contain many alternative versions for ads, customizing a website performance becomes a challenge without Key KPI Improvement cookie info Landing pages that offer an experience directly aligned to the audience tend to convert better
Handling Personalisation at Scale Social media platforms offer the ability to target net new traffic with interest based audiences Using multiple ads can be a great way to convey a message differently ○ to the same audience Few problems may arise: While it is easy to modify and manage different ads - linking each ■ ad to a different landing page comes at a great challenge Too many landing pages = scattered analytics - difficulty to ■ maintain content & content duplicate risks
How can HubSpot solve for this? Hu HubSpot Nat ative Smar art Content Modules: Does a great job to cater for existing contact retargeting ○ Enables your business to personalize For geo location & devices ○
How can HubSpot solve for this? Bu But what if we wanted to personalize landing pages ba based o d on t the pr profile o of a anonymous a audi diences?
How can HubSpot solve for this? Ou Our r So Solut ution
Our Solutions Choosing UTM parameter as a personalization criteria We’ve built a smart content module that utilizes this simple HUBL variable to build logic into the landing page & display special content to targeted audiences based on UTM parameters shown in the URL {{ request.query_dict }} Why did we opt for this:? Most ad campaigns contain UTMs and UTMs (content / ad etc…) are often highly reflective of the type of audiences targeted
How can HubSpot solve for this? Le Let’s have a quick k demo!
How can HubSpot solve for this? Click k here to to get et acces ess to to the the ful ull documentat docu ation ion t to bu o build it ild it in in yo your o own po portal
To Topic 2: Advanced Chatf tflow w Fea Featur ures es & & I Ident entif ific ication ion
Customizing your prospect/client relationship with advanced Chatflow features & identification Rethinking Conversations Strategy Chatflow = Top of the Funnel ? A key marketing misconception is to view chat The Chatflow Myth flows a top of the funnel tool, solely meant to acquire & qualify new leads Integrating Chatflows with ABM Beyond Acquisitions Yet as users / web visitors increasingly engage with conversations along their journey - pushing chat flows beyond welcoming messages and qualification steps has become essential
The (Overly) Common Chatflow Experience
How did we use Chatflow to interact with users? Encouraging highly sought after candidates to apply to apply 1 to upscale positions & get in touch with consultants Help long term job seekers to improve their profile to 2 appear more attractive in their job search Use custom bot actions to query their database 3 and deliver info unique to a candidate 4 Push the right content offers to revive and requalify inactive candidates whenever they would revisit their website
Ad Adapting Ch Chatflows ows to o You Your Au Audience & Us User Identification on Conversation Fundamentals: Adapt Chat Flows with Custom Audiences
Ad Adapting Ch Chatflows ows to o You Your Au Audience & Us User Identification on Conversation Challenges : How to (always) associate my existings contacts with the right list membership? Method #1 - Existing Browser Cookies HubSpot will automatically recognize contacts coming from email clicks or revisiting from the same device & browsers used for their original conversion Method #2 - Using the HubSpot Identify Snippet The “identify a visitor” Javascript function requires the email address of a visitor (eg: when submitting a login form) to associate the visitor’s existing HubSpot contact to their new browser/device.
Ad Adapting Ch Chatflows ows to o You Your Au Audience & Us User Identification on Conversation Challenges : How to (always) associate my existings contacts with the right list membership? More info on the Identify Javascript Snippet Sample Code - Find the full documentation here
Ad Adapting Ch Chatflows ows to o You Your Au Audience & Us User Identification on Conversation Opportunities : Querying your HubSpot or external database to serve personalized content to users IMDb example →
To Topic 3: Building an advanced lead prioritisation system in a multi-team environment
Step 1: Create Multiple Sales User Types in HubSpot Mo Modern rn comp mpanies would ty typically have a vari riety ty of to touch point t - taki king the exa xample of a SaaS business: ● Users who barely created an account may need some initial guidance and training → HubSpot user = “Success Coach” ● Users who started to show engagement and download case studies may need further qualification → HubSpot user = “BDR” ● Users who’ve been appropriately qualified and are now ready for proposals → HubSpot user: “Account Executive (Contact owner)”
Step 1: Create Multiple Sales User Types in HubSpot Ho How to creat ate user property types in Hu HubSpot:
Step 2: Tag your content and marketing events based on the user journey Me Meth thodology for r Nam Convention to Tag Marke keting Assets & Events: Naming C [S [Stage of the funnel] ] - [R [Resource ce typ ype] ] - [C [Campaign topic] c]
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