Contacts Database Optimization Strategy Professor: Nick Salvatoriello, @HubSpotAcademy

#Buffalo HUG 6.10.15

HubSpot User Group Discussion:

Nick Salvatoriello @NickSalinbound NickSalInbound.com

FIRST, 3 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 THE CONTACTS APP?

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

is targeted. We must see 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?

Lists are the different ways that we break up our contacts into smaller segments based on their

similarities.

FLICKR USER REIN-E-ART

FLICKR USER ERAN SANDLER

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 leads, then makes that data available in every other tool.

FLICKR USER NOAA NATIONAL OCEAN SERVICE

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

Tracking: Page Views

HOW DOES YOUR HUBSPOT TRACK THIS?

Tracking Email Clicks and Video Viewership

HOW DOES YOUR HUBSPOT TRACK THIS?

Tracking Tweets and Social Monitoring

HOW DOES YOUR HUBSPOT TRACK THIS?

Tracking 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 sources of new contacts are controlled 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?

FLICKR USER US NAVY

For your leads, understand the qualification and sales process to identify the “green lights” and “red flags” when

considering engagement

FIRST, LOOK AT WHAT PROPERTIES YOU HAVE AVAILABLE TO YOU

Use Personas

Create Lists Based on Personas

JOB TITLE/ROLE SEGMENTATION

Use Lifecycle Stages

LISTS BASED ON LIFECYCLE STAGES

DO YOU USE HUBSPOT 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 OFF THE SOURCES CONTACTS CAME FROM

LISTS BASED ON EMAIL ENGAGEMENT

LISTS OF SOCIAL CLICKS

LISTS OF CONTACTS WHO HAD A SPECIFIC NUMBER OF CONVERSIONS

WHAT LISTS ARE YOU BUILDING WHICH ARE THE MOST EFFECTIVE?

1  What are the unique qualities or properties your sales team

listens for in the qualification process?

2  What do you already know about the data that goes into your

typical buyers’ purchasing decisions?

3  What information would help you market to your prospects

more effectively?

CREATE CUSTOM CONTACT PROPERTIES

You can add up to 1,000 custom properties that are unique to your business.

•  Why people want to use your product or service?

•  What will it help them accomplish?

•  Do you have multiple offerings or tiers? How would you know which is

right for them?

•  Do they currently use other products or services in your industry or

space? •  What challenges might they face in implementing or using your product

or service?  

LEADS - What properties would we create to identify:

HOW MANY CUSTOM CONTACT PROPERTIES HAVE YOU CREATED SO FAR? WHEN WAS THE LAST TIME YOU CREATED ONE?

•  Import/maintain business leads, customers and employees.

•  Include all business contacts.

•  Track contacts as they 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 HUBSPOT CONTACTS UP TO DATE?

NAMES SHOULD BE MEANINGFUL AND DESCRIPTIVE 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?

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

HOW ARE YOU MANAGING/ANALYZING/REPORTING AROUND YOUR CONTACT DATABASE? …ON A DAILY, WEEKLY, MONTHLY BASIS?

NOW, IT’S TIME FOR A STORY.

Dashboard >> Personas Example

Lists >> Criteria example

Contact Record >> Activity, Lead Score example

Workflow >> Contact automation example

TAKING ACTION 3

•  User Guides: Contacts, Lists (links in 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 OPTIMIZATION

1  A list of all your customers.

2  Every person in your portal that has opened more than 3

emails.

3  All of your leads who have also filled out more than 2 forms.

4  A list of all your customers who became customers between

April and June of 2015

5  All of your leads that found your website through Social Media

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

CONTACTS TRAINING PAGE

LISTS TRAINING PAGE

SALES AND MARKETING ALIGNMENT TRAINING PAGE

INBOUND SALES TRAINING PAGE

HUBSPOT PROJECTS PAGE

THANK YOU.

@NickSalinbound