Nick Sal - Chaos Under Control

bit.ly/contactchaos #INBOUND16

CHAOS UNDER CONTROLHow to Organize a Messy Contacts Database to Market More Effectively

Nick SalDirector of Client Services atInnovative Marketing Resources


Nick SalvatorielloHubSpotting for 5+ [email protected]


Here’s why you’re probably here…


Don’t worry! The cavalry

is here.


More contactsin an optimized database

More opportunities to close

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=


A database that is optimized for inbound marketing is one where every contact is valued

and qualified.What do we mean by valued + qualified?


As inbound marketers, we believe every contact should be valued…


“Every person in your database has value;

you need to determine what that value is.”

-Mike VolpeAngel Investor and

former HubSpot CMO


Qualified means every contact has a next step

they are a good fit to take


Fans

Leads

Customers

Churned Contacts

“Chaotic” Contacts

EVERY CONTACT NEEDS A NEXT STEPSubscribe, like, comment, share

Nurture, score, pass to sales

Upsell, cross-sell, review, refer

Suppress, cleanse, remove

Re-engage, re-qualify, reduce


WOULD YOU LIKE TO SEE HOW THIS IS DONE?


1. Clean up lists and contact properties2. Score your contacts 3. Build re-engagement campaigns 4. Relinquish contacts at the right time5. Set up systems to prevent chaos6. Execute action plan and access resource kit

OUR BLUEPRINT FOR GETTING YOU THERE


1 CLEAN UP CHAOTIC LISTS AND PROPERTIES


“Most customers come to us with lists that

have little organization or label method. So, it’s hard for them to know which lists to focus on

when they login.”

-Gabriela Antunes, @IMRCorp


“The #1 warning sign? Redundant contact

properties. If there are a lot of redundant contact properties,

there are bound to be problems.”

-Kevin Jorgensen, @IMRCorp


WARNING!If you do not have any buyer persona research, that must be done and available before going any further.


CASE STUDY: SOFTWARE & EMPLOYEE FAMILY CARE INDUSTRY

Problem: No clear persona profile in place to guide what contact data or list segments to focus on tracking.Solution: Conducted formal persona research and created a clear persona profile.Result: Received buy-in on data to track from sales and product teams.


“If you don’t provide your sales team insights from

your target audience, you won’t have their buy-

in when standardizing shared data.”

-Heidi ErdmanDirector of Sales and Marketing,

Care@Work by Care.com


OBJECTIVEClean up your lists and contact properties


Organize lists into foldersDelete auto-generated lists from imports Adopt a specific, consistent naming systemDelete unused lists, not used in workflows

or emails

TECHNIQUES FOR LIST CLEAN UP


CASE STUDY: PRIVATE BOARDING SCHOOL

Problem: Client portal had over 72 uncategorized lists and was time consuming to sort through.Solution: Created 12 separate folders. Result: Easy access to lists client needed for different inbound activities, such as content offers and events.


De-dupe contact properties. Map out contact properties and delete unused ones.Move single-line text fields to drop-down select.

Example: using ranges vs. open-ended questions

TECHNIQUES FOR CLEANING UP CONTACT PROPERTIES


Case study: Care@Work by Care.com

Problem: 5,805 different titles in database, ranging from 2nd

Vice President, Total Rewards to Zoologist. Solution: Added new Role and Job Function dropdown form fields for more reliable segmenting, scoring and reporting.


“When we implement lead scoring, drop

down fields are going to make scoring our audience foolproof.”

-Jessica MarbleMarketing Manager,



“Every marketer faces a trade off with data.

How exact do you really have to be?

At some point you have to let some things go in the name of making the data clean and reliable for long

term success.”

-Heidi ErdmanDirector of Sales and Marketing,



NOW WHAT?


2 UNCOVER HIDDEN GEMS BY SCORING YOUR CONTACTS


“When I looked at my contacts, I just didn’t know

where to focus. Who is worth my time? Who

is actually interested in what I have to offer? How do I know

who in there is the highest priority?”

-Dan Fisher, Menemsha Group


Problem: A database full of unqualified contacts with no prioritization strategy.Solution: Implemented HubSpot scoring. Result: Uncovered 42 highly-qualified leads ready for sales engagement!

CASE STUDY: IT STAFFING INDUSTRY


OBJECTIVEImplement Lead Scoring (a.k.a. “HubSpot Score”) in HubSpot


Interview your sales team for their

qualification criteria

Complete a lead scoring worksheet to track properties and

point values

Set point thresholds, create workflows,

and lead notifications in

HubSpot

Interview Worksheet Implementation


An initial interview with your sales team will trigger their thinking about criteria

for most sales-ready leads.

InterviewInterview Worksheet Implementation


Build scoring criteria using our worksheet:

bit.ly/contactchaos






Is this person a good fit for your company’s services?

TRAITS TO CONSIDER:• Industry• Employee headcount• Role• Budget• Location

Does this person show interest in you?

BEHAVIORS TO CONSIDER:• Page visit #• Specific page views • Email opens & clicks• Form submissions• Recent sales activities


Step 1: Set up scoring criteria in HubSpot using your worksheet.



Step 2: Determine your lifecycle stage point thresholds. How many points qualify an

MQL? SQL?



FREE RESOURCES TO HELP YOU EXECUTE ON THIS ACTION

ITEM

Assets in our resource kit to help you:

• Lead Scoring Tutorial• Lead Scoring Worksheet• Lead Scoring Required

Reading

Resource Kit


NOW THAT WE’VE SCORED EVERY CONTACT WE CAN, WHAT

CAN WE DO TO ENGAGE OUR “CHAOTIC” CONTACTS?


3 RE-ENGAGE THE REST OF THE CHAOTIC CONTACT LIST


“Clients struggle with keeping in touch with

their contacts. 80-90% of our clients come to us with a database full of

cold leads and no ongoing campaigns.

Total chaos.”-Ross Simons, @IMRCorp


CASE STUDY: TRANSPORTATION/LOGSITICS COMPANY

Problem: A quiet database. New leads received ~3 emails over 3 weeks in a sales cycle that spans years.Solution: Send targeted, segmented emails. Result: Every new content launch has a 15% CTOR and +35% submission rate.


OBJECTIVECreate a campaign in HubSpot to re-engage your “chaotic contact” bucket


There are three steps to creating this

campaign.

SEGMENT STRATEGY LAUNCH


Segment contacts into 3 lists:1. High-potential / high touch2. Medium-potential / medium touch3. Low-potential / low touch

SEGMENT STARTEGY LAUNCH


• Prioritize• Email/call• Offer your time or

another high-value offer

What should you do with high-score

contacts?

• May need more data

• Thoughtful, segmented email

• Offer your best content

What should you do with medium-score

contacts?

• Play curious…• Send “top blogs”

email • CTA = Share

feedback/update email preferences

• Are they fans?

What should you do with low-score

contacts?


Strategy

Use 2 assets for email re-engagement campaigns:

1. Email campaign brief – who it’s for, their pain points, and how this campaign will help.

2. Email purpose map – specific value proposition for each campaign piece.



This process is straightforward:

1. Create your offers and email copy2. Set that content up in HubSpot3. Create segmented lists in HubSpot4. Launch emails






ITEM

Assets in our resource kit:

• Re-engagement campaign brief

• Email strategy template• Email subject line

formula templates

Resource Kit


SO NOW THAT WE HAVE ATTEMPTED TO RE-ENGAGE, WHAT

DO WE DO WITH THE CONTACTS THAT ARE STILL COLD?


4 RELINQUISH UN-ENGAGED CONTACTS TO THE CHAOS


“I’m way over my contact tier cap. I’m going to see my HubSpot subscription costs increase if I don’t

delete contacts. But how do I choose which ones

to delete?”

-Jesse Hartman, The Wellness Institute


CASE STUDY: GRADUATE-LEVEL TRAINING PROGRAM

Problem: Unprofitable leads from contact bloat and list purchases.Solution: Created a deletion list that cleared out +29,000 contacts. Result: Saved $250/month in HubSpot subscription costs


OBJECTIVEBuild a deletion list in HubSpot


WARNING!DO NOT delete contacts just to save a couple of bucks unless you are sure they cannot bring a greater value.


Has not viewed page in more than 26 weeks

-AND-Has not opened > 1 email

-AND-Last email send date within 3

months-AND-

Is not a customer or SQL

Criteria 1 - No site visits


Has previously hard bounced any email send

-AND-Is not a customer or SQL

(These leads aren’t worth your time. They won’t receive your

emails.)

Criteria 2 - Can’t email


Has received at least +3 emails -AND-

Has not opened one email-AND-

Is not a customer or SQL

(These leads don’t care about your emails.)

Criteria 3 - Not opening


Original Sources = Offline, Paid-AND-

Has not viewed a single page-AND-

Is not a customer or sales-qualified lead

(These purchased leads have shown no behavior that indicates interest.)

Criteria 4 - Strangers…


Tweak numbers and criteria to fit your

unique situation.



ITEM

Assets in our resource kit:

• Contact list deletion template• 10 strategies for identifying

unprofitable leads.

Resource Kit


LET’S RECAP…


YOU’RE HERE BECAUSE…

Your contact database is out of control.


AFTER YOU FOLLOW THE STEPS IN THIS PLAN…

• You will know which contacts are qualified for which activities

• Your database will be filled with contacts that feel valued

• Your contact database will be under control


BUT, IS THIS ONLY TEMPORARY?

Will your anxiety return in a year? In 6 months? In 3 Months?

How long before your contact database is out of control again?


I SAY, NEVER AGAIN! HERE’S HOW


5 PERMANENTLY STOP THE CHAOS FROM RETURNING


“The best way to maintain an optimized

database is simple: keep in touch with your contacts and keep your

data clean.”

-Mark Greco, HubSpot Inc.


CASE STUDY: The Wellness InstituteProblem: No process for maintaining constant communication with contacts.

Solution: Grew blog subscribers 600% in one year and built recurring workflows.


OBJECTIVEEnsure consistent and ongoing communication.


HERE ARE SOME IDEAS…


Get all contacts subscribed to your blog

Send your customers a newsletter

Launch all new premium content offers with a

promotional email

Gently nurture contacts with a slow drip of content

“greatest hits”

ONGOING CONTACT ENGAGEMENT TIPS


1. “Hey, it’s the ____ marketing team. We noticed you read X case study, so we’re attaching two other case studies here for you.”

1. “Hey, it’s the ____ marketing team. We noticed you were looking at our features page, so here’s a comparison table for all of our models.”

SET UP BEHAVIORAL EMAIL WORKFLOWS


FREE RESOURCE TO

HELP YOU EXECUTE ON THIS ACTION

ITEM

Assets to help you with this action item:

• Ebook of 25 actionable tips for growing blog subscribers, the easiest way to maintain in contact with leads, customers and fans.

Resource Kit


OBJECTIVEPerform regular “house cleaning” activities on your contact database.


Test CRM integration

Review lead scoring

Set up progressive profiling on forms

Perform quarterly de-duplification of contact properties

Schedule a bi-annual list purge party

DATABASE CLEANLINESS TECHNIQUES


6 GRAB YOUR 7-STEP ACTION PLAN AND RESOURCE KIT


1. Clean up unused contact lists.

2. De-dupe and simplify your contact properties.

3. Complete lead scoring worksheet.

4. Create re-engagement campaigns.

5. Clear out unqualified, unprofitable leads.

6. Set up advanced email marketing.

7. Perform regular database “house cleaning.”

YOUR 7 STEP ACTION PLAN


Lead Scoring Tutorial and Scoring Worksheet Contact list deletion template Email campaign brief and purpose map A checklist of relevant HubSpots Projects to try Subject line formula book eBook of 25 actionable tips to grow your blog subscriber base A copy of this recorded presentation Two follow-up sessions of office hours/status review sessions

FREE RESOURCES KIT, INCLUDING:


THERE’S A CONTACT, UNLOVED, UNCARED FOR, LIKE MOLLY HERE.

NO LISTS TO CALL HER HOME, NO SEGMENT SHE FEELS A PART OF.

JUST WAITING FOR SOMEONE LIKE YOU, TO QUALIFY HER, TO EMAIL HER, TO SHOW HER YOU CARE.


QUESTIONS?GRAB YOUR PLAN AND RESOURCES NOW AT

BIT.LY/CONTACTCHAOS

SHOUT OUTS?MENTION @IMRCORP

Business

Nick Sal - Chaos Under Control