#TCHUG: How to Optimize and Segment Your Marketing Contact Base

Contacts Database Optimization Strategy

Professor: Nick Salvatoriello, @HubSpotAcademy

#TCHUG 7.22.15

HubSpot User Group Discussion:

Nick Salvatoriello@NickSalinboundNickSalInbound.com

FIRST, 2 VOLUNTEERS TO SHARE:

• What’s your name, title, organization?• How long have you been using HubSpot?• Who do you market to? Ideal contact?• What’s your favorite Contacts App feature?• What’s your favorite list you have?

1 WHY ARE WE HERE?

WHY USE THECONTACTS APP?

We must turn our contacts into believers that they are the unique person to which our communication

is targeted. We must use their context.

WHO’S FEELS THEIR HUBSPOT DATABASE IS… KINDOF A MESS NOWADAYS?

THIS IS A GOOD SIGN, THIS IS PROGRESS

IT’S NOT TIME TO DELETE, IT’S TIME TO OPTIMIZE FOR GROWTH

WHY SEGMENT YOUR CONTACTS?

Segmentation allows you to send the right people the right message at the right time

EMAIL LIST SEGMENTATION RESULTS

WHAT IS A CONTACT, ANYWAY?

A contact is anybody your company engages with, markets to, sells to, partners with, or employs.

FLICKR USER STUART RICHARDS

CONTACT INTELLIGENCE

Your HubSpot’s Contacts APP is the back end "context" system that stores details from every touch point with your audience, then makes that data available in every other tool.

What prospects tell us about themselves is only the surface of

what we can find out.

LET’S REVIEW WHAT’S AVAILABLE TO US.

Nick’s Contact Record: Overview

My contact data’s “story”: Timeline view

My page views

HOW DOES YOUR HUBSPOT KNOW THIS?

My Email clicks and video viewership

HOW DOES YOUR HUBSPOT KNOW THIS?

My Tweets and how I’m being Monitored

HOW DOES YOUR HUBSPOT KNOW THIS?

My record’s Workflow activity and CRM syncs

2 HOW TO USE CONTACTS LIKE AN INBOUND PRO

Identify your qualification criteria for each “bucket list” your contacts flow into. Build custom contact properties that match unique criteria.

Utilize buyer personas, lifecycle stages and lead scoring to determine each contact’s engagement strategy

Make sure your contact database is always up to date (integrate/import, analyze, optimize).

BEST PRACTICES FOR MANAGING CONTACTS

Make sure your HubSpot knows everybody you know, and you have your imports of new contacts under control and managed well.

1 Import a spreadsheet

2 Add them manually

3 Build a HubSpot landing page

4 Put a HubSpot form on an external page

5 Use the Contacts API

HOW DO WE GET CONTACTS INTO HUBSPOT?

For your leads, use your qualification and sales process to

identify the “green lights” and “red flags” for engagement.

FIRST, LOOK AT WHAT PROPERTIES YOU HAVE AVAILABLE TO YOU

USE PERSONAS

LIST BASED ON PERSONAS

JOB TITLE/ROLE SEGMENTATION

USE LIFECYCLE STAGES

LISTS BASED ON LIFECYCLE STAGES

DO YOU USE LIFECYCLE STAGES (OR YOUR OWN CUSTOM STAGES)?

IF NOT, WHY NOT?

USE LEAD SCORING

CREATE LISTS BASED ON YOUR LEAD SCORES

WHO HAS SET UP LEAD SCORING CRITERIA?

IF YOU HAVE, WHAT ARE THEY?

IF NOT, WHY NOT?

LISTS FOR THE SOURCES CONTACTS CAME FROM

HOW MIGHT WE TWEAK THE LANGUAGE OF A MARKETING EMAIL TO SHOW OUR CONTACT WE NOTICED THEIR SOURCE OF DISCOVERING US?

LISTS BASED ON EMAIL ENGAGEMENT

LISTS OF CONTACTS MOST ACTIVE ON SOCIAL

LISTS OF CONTACTS WHO HAD A SPECIFIC NUMBER OF CONVERSIONS

WHAT LISTS ARE YOU BUILDING WHICH ARE THE MOST EFFECTIVE?

We need to remember that everybody’s business is different, and the key information we track about people we communicate

with is going to be a little different.

You can add up to 1,000 custom properties that are unique to how you slice/dice your business.

Create custom properties to qualify content interest

• “What reasons would you have to use a product or service like ours?”

• “What goals will it help you accomplish? Problems it will solve?”

• “Do you currently use other products or services in our industry?”

• “What challenges are you concerned about facing in implementing or

using a product or service like ours?”

What custom properties could we create to qualify LEADS?

• “How satisfied are you with our product/service?”

• Engaged/disengaged customer (emails, social, site visits, webinars)

• “Do you know others we might help? Internally/Externally?”

• Customer has visited other product service/pages

• “Which product/service topics would you like to learn more about?”

• Customer has visited our ‘refer a friend’ page

• “Which of our service/support channels are most useful to you?”

What custom properties could we create to qualify CUSTOMERS?

HOW MANY CUSTOM CONTACT PROPERTIES HAVE YOU CREATED SO FAR?

WHEN WAS THE LAST TIME YOU CREATED ONE?

LIST NAMES SHOULD BE SPECIFIC AND MEANINGFUL

We should be able to tell who is on the list based on the title

What could we put in here to describe our goal/reason for this list?

WHAT ARE SOME REASONS/GOALS BEHIND THE LISTS YOU HAVE BUILT?

PRACTICE CLOSED-LOOP MARKETING

4. Closed-loop data to analyze

1. Contact info and status updates

2. Increase Sales ROI

3. Feedback on how leads translate into customers

MARKETING SALES

• Include all business contacts (fans, leads, customers, vendors and employees)

• Track contacts that close as customers.

• Remove contacts that are no longer engaged.

• Merge duplicate contacts.

• Automate updates with Workflows App

• Set up and maintain integrations with other software.

HOW DO WE KEEP OUR HUBSPOT CONTACTS DATABASE RELEVANT AND UP TO DATE?

HOW ARE YOU MANAGING/REPORTING AROUND YOUR HUBSPOTCONTACT DATABASE?

…ON A DAILY, WEEKLY, MONTHLY BASIS?

NOW, IT’S TIME FOR ASTORY.

Dashboard >> Personas Example

Lists >> Criteria example

Contact Record >> Activity, Lead Score example

Workflow >> Contact automation example

TAKING ACTION3

• Product User Guides: Contacts + Lists (links are in each app)

• HubSpot Certification Training: Contacts + Lists

• Inbound Certification Training: Smarketing + Inbound Sales

• HubSpot Projects: Contact Re-Engagement + Life-Cycle

Stages + Lead Scoring + Subscriber Re-Engagement

• Workshop with your team on optimizing Contacts and Lists

GETTING STARTED WITH CONTACTS OPTIMIZATION + ACCERLATION

A list of all your customers

Every contact that has opened more than 3 emails

All of your leads who have filled out 2 forms or more

A list of all your customers who became customers between

April and June of 2015

All of your subscribers that found your site through social

TEAM WORKSHOP IDEA:‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’

CONTACTS APP TRAINING PAGE

LISTS APP TRAINING PAGE

SALES AND MARKETING ALIGNMENT TRAINING PAGE

INBOUND SALES TRAINING PAGE

HUBSPOT PROJECTS PAGE

THANK YOU.

@NickSalinbound