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Boingnet, Inc. - Confidential Boingnet, Inc. - Confidential Direct Marketing Automation + Boingnet & HubSpot Where Outbound & Inbound Marketing Meet

Generate More Leads with HubSpot, Direct Mail and Boingnet PURLs

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Direct Marketing Automation

+

Boingnet & HubSpot Where Outbound & Inbound

Marketing Meet

Boingnet Inc. - Confidential

Boingnet & HubSpot - Overview

Boingnet has integrated with many HubSpot Clients that want to add Direct Mail and PURLs to their marketing mix.

Contact Us or call 800-261-6420 to learn moreSection 1: – Overview – Why Combine Outbound & Inbound?

Section 2: – 9 Step Plan To Launch Outbound and Inbound Campaigns

Section 3: - Boingnet/HubSpot Integration Details

Boingnet Inc. - Confidential

Section 1: Why Combine Outbound & Inbound?

Inbound Marketing LeaderWebsite, Blogging, Social, Search

Outbound Marketing LeaderDirect Mail, Email Blast, PURLs

Harvest – Get Found Prospect – Target Likeliest

Best Practices = Do Both!

Boingnet Inc. - Confidential

Section 1: Why Combine Outbound & Inbound?

and Prospect Direct Mail, Email Blast, PURLs

Website Forms, Blogging, Social, Search

Lead Scoring, MQLs, SQLs, Workflows

CRM Layer

Harvest

Boingnet Inc. - Confidential

Section 1: Why Combine Outbound & Inbound?

1.) Leverage PURLs to Add Digital Response & Tracking To Direct

Mail Campaigns

Personalized URLs (PURLs) act as “Bridge Between DM & Digital”

2.) Use HubSpot as your Primary Inbound Marketing Repository Boingnet – use HubSpot/CRM/Purchased Data For “Outbound

Campaigns” Personalized Direct Mail to Personalized Landing Page/Microsite Safe, Personalized Email Blast Prospecting Tools

3.) Use Boingnet for Large List Prospecting (Priced Right & Better

Tools). Create HubSpot Contacts upon conversion for inbound marketing

follow-up.

3 Reasons To Combine HubSpot With Boingnet

Boingnet Inc. - Confidential

Section 1: Why Combine Outbound & Inbound?

Multi-channel touches drive workflow automation

One Data SetAll Channels – Offline & Online

Boingnet Inc. - Confidential

Boingnet & HubSpot – Where Outbound & Inbound Meet

Section 2: 9 Steps To Create Outbound & Inbound Campaigns

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 1 – Plan The Experience

Plan Goals & Recipient Experience Across All Channels• Timing, Cadence of Touches, Messages & CTA’s• Creative Strategy – Consistency Across Channels (Imagery, Color, Messaging should

Build)• Campaign Workflow – Path of Recipient. PURL can Gather, Segment and Trigger

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 2 – Get Your Data Organized

Acquire & Structure Data• Creative/Personalization – Variable Data (insert tokens) & Logic (data driven images,

forms, etc)• Logic & Triggers – data (acquired or captured) can drive page/email workflow &

triggered/action• Reporting, Segmentation – data (acquired or captured) drives analysis & reporting

Boingnet Inc. - Confidential

Step 3 – Plan Your PURL

Determine PURL Structure, Behavior, Workflow• Think through DM creative, campaign & reporting implications of URL format

One-time campaign or ongoing? Vanity or Primary Domain?• Each PURL page tracks & segments Converters, Openers, Non Openers• Plan Email Blasts, Campaign Drips, Triggered Nurtures

• TIP – Use HubSpot Data With Boingnet Variable Logic (IF %lead_score% > 50 THEN Trigger Drip 2)• Map out what will be done in Boingnet & HubSpot• CRM Integration? Remarketing? Many options

9 Step Boingnet/HubSpot PURL Campaigns

Boingnet Inc. - Confidential

Step 4 – Import Your List

Create Direct Mail/PURL List • Pull into Boingnet from HubSpot, or upload purchased/rented list• Any 2 List Columns can be used to create PURL string• Any/All List Columns used in Boingnet Templates for page/email creative &

personalization

9 Step Boingnet/HubSpot PURL Campaigns

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 5 – Build Landing Page

Can Use Boingnet Or HubSpot Landing Page• Boingnet Page Template or Redirect To HubSpot Page• Replicate DM/Email Look & Feel, keep consistent• Use Data + Boingnet Personalization Tools To Target Messaging, CTA’s,

Imagery, Forms, etc.• Variable Data – Hello %HubSpot_First_Name%, thanks for your order on

%HubSpot_Close_Date%• Variable Logic – IF %HubSpot_Lifecycle_Stage% = MQL THEN SHOW FORM 1

• Add HubSpot Tracking Code For Lead Scoring & Tracking

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 6 - Generate PURLs/QRs In Boingnet

PURL Campaign Wizard – Simple Process• Boingnet will automatically de-dupe PURLs• Download List For Printer/Direct Mailer• Import list into HubSpot? Depends on strategy

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 7 – Get Those PURLs Out

Pro Tip – Use Multi-channel, Multi-touch• Direct Mailer/Printer will print, fulfill & mail• Add Email Channel to Boingnet Campaign for Email Blast• Add PURL token (if imported) for HubSpot Email Blast

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 8 - Track Opens & Conversions

• Set real time alerts to go out in Boingnet• On Demand Boingnet Reporting• HubSpot Reporting, Other Reporting Tools

Boingnet Inc. - Confidential

9 Step Boingnet/HubSpot PURL Campaigns

Step 9 Execute Follow Up Plan

• Retarget Non Openers with Email/DM (Modify CTA?) to drive to PURL• Retarget Openers with reminders, stronger offer to drive to PURL• Retarget Visitors With Social & Google Ads• Send Converters (by page) targeted drip campaigns to complete

campaign workflow

Boingnet Inc. - Confidential

Boingnet & HubSpot – Where Outbound & Inbound Meet

Section 3: Boingnet & HubSpot Integration Details

Boingnet Inc. - Confidential

Boingnet & HubSpot Integrations

API Integration – List & Web form• Pull HubSpot List Directly Into Boingnet• Boingnet PURL Forms Can Update HubSpot Contact Records Directly

Boingnet Inc. - Confidential

Boingnet & HubSpot Marketing

Zapier Integration – Triggers & Actions

Boingnet Triggers• PURL Form Complete• New Contact Added• Email Clicked

Boingnet Actions• Create New PURL• Create New Contact• Add Contact To Drip

Nurture Campaign

HubSpot Actions• Add Contact To Workflow• Create or Update Contact• Add Contact To List

HubSpot Triggers• New Contact In List• New Form Submission• New Contact• New Contact Property

Change

Boingnet Inc. - Confidential

Boingnet & HubSpot CRM

Zapier Integration – Triggers & Actions

HubSpot CRM Triggers• New Contact• Contact Property Change

HubSpot CRM Actions• Create or Update

Contact

Boingnet Actions• Create New PURL• Create New Contact• Add Contact To Drip

Nurture Campaign

Boingnet Triggers• PURL Form Complete• New Contact Added• Email Clicked

Boingnet Inc. - Confidential

Boingnet & HubSpot Integrations

.CSV Integration – Import & Export

• Export HubSpot Lists/Contacts, Import into Boingnet• Export Boingnet PURLs – Import Into HubSpot Contacts• Export Boingnet PURL Activity, Import Into HubSpot

HubSpot Tracking Code

• Track PURLs as external website – Thank You Page• Drop Tracking Code into Boingnet “Custom Meta Tag”

Boingnet Inc. - Confidential

Boingnet & HubSpot

Harvest – Get Found Prospect – Target Likeliest

Generate More Leads Faster By Combining Outbound with Inbound

Boingnet Inc. - Confidential

Questions/ThoughtsDesigned For Data Driven Marketers

No Contract, Monthly & On Demand Pricing

Tailored Services to suit your Business Model

Modern, Lightweight, Open Architecture

Thank You. We’d Love Work With You!