HubSpot is a well-known name in the world of marketing. In the past, we’ve worked with a lot of clients who’ve benefited from its capabilities and even utilized it for our own marketing and sales initiatives. We’re now going to give you the inside scoop on some trade secrets to help companies benefit from HubSpot to enhance their inbound strategy.
Perspectives
While the information available with Google Analytics can be limited, HubSpot offers more insights that will help your marketing and sales team develop leads and keep them in the loop. The tools for prospects can, for instance, give your team insights into the businesses that are looking at and engaging with your site. Another lead stream? Yes plea
How to Improve Your Game:
Utilize saved filters to further refine your list of prospects to align with your ICP (Ideal Customer Profile)
Send these daily reports on your prospects to your sales team.
Your sales team should send reminders for revisits from ICP customers who have reengaged with the website to follow up
Lead Scoring
Not all leads are in the same way. HubSpot’s lead scoring tool lets you assign the value of your leads based on certain features or actions. In conjunction with lists and workflows (more about these tools later) lead scoring provides the ability to customize the user experience and tailor messages to lead according to where they are in the buying process.
How to Improve Your Game:
The practice of lead scoring is an excellent method to boost your game when you are inbound.
Utilize engagement and fit as the foundation for your scoring method and assign value to leads according to sales qualification and marketing triggers. Connect your CRM for sales if appropriate to assign sales value.
Lists
The list feature of HubSpot may seem basic, but it’s a significant game-changer. The program lets you categorize your customers in more relevant ways, that you can later make reports or workflows around. Lists are also constantly changing, so after you’ve set the criteria any new contact who is in line with the specifications is added to your list.
How to Improve Your Game:
There is a myriad of options when creating lists, more than we can count! However, here are some of our favorites:
Sort your leads according to the score
Segment your leads according to the campaign
Develop active (smart) checklists that will trigger every time the user fills out an appropriate form
Make an interactive (smart) list that is activated when a user chooses to opt-in or from an email marketing
More to come!
Formulas
We’ve worked with a variety of form tools previously and have also developed custom forms for our own website. What we like about HubSpot forms is the user-friendly interface and their ability to make rapid modifications and distribute them across your website. HubSpot lets you make the most of your largest internet assets (your site) in a way that makes lead collection easy and effortless.
How to Improve Your Game:
The most beneficial benefit you’ll gain from your forms is creating a unique and customized user experience and finding ways to let your forms job for you. Look beyond the standard pop-up or form, and look into ways to tailor your forms to the needs of users.
Create pop-ups on your top traffic content that provide the possibility of a whitepaper, e-book, or an upcoming webinar.
Create pop-ups for lengthy articles. You can also provide the article in PDF format to send them an email for them to be read later.
Create forms that qualify leads so that your sales staff doesn’t have to. Add fields to estimate the budget and size of the company to learn more about your prospects.
Workflows
It’s hard to find enough terms that we can use to convey how much we enjoy workflows. A simple, but extremely efficient tool. Workflows can be used to automate the tasks so that you can focus on your marketing strategies and be confident that HubSpot is working behind the scenes. There are many ways to utilize workflows and we’re constantly discovering creative and innovative ways to make use of it.
How to Improve Your Game:
At the core of HubSpot are workflows that connect every one of the HubSpot features and help you to boost your marketing and sales efforts. Here are a few of our most popular ways to use workflows for each of the features listed above.
Perspectives
Workflows can be used to:
Create or send out notifications to your team of sales whenever potential customers are qualified to visit or interact through your website.
Send out notifications or set up tasks whenever a prospect who is qualified re-engages on your site or interacts several times.
Lists
Workflows can be used to:
Automated email marketing campaigns based upon membership in the list.
You can notify your sales team whenever you add someone to your list.
Create tasks based on list members.
Lead Scoring
Workflows can be used to:
Notify lead owners of lead scores when the lead’s score changes.
Create tasks whenever the lead score is changed.
Start an email drip whenever the lead score is changed.
Send the lead a resource reminding them or send a follow-up email when the score has changed.
Formulas
Utilize workflows to:
Create an email sequence based on the form you fill out.
Make notifications for users whenever the user has completed an application.
Automated thank-you email sequences or short messages based on filling out forms or downloads.
