#SLCHUG November 11, 2015

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Good morning

Wi-fi- lhm-open L: SLCHUG P: wjhEIYNx

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Agenda• Welcome • Survey Results / Reporting Add-On w/ Brandon• Ads Add-on w/ Doc • HubSpot & Zapier w/ Ben & Matt• Workflows & Lead Scoring w/ Maggie• Q&A & Wrap-up

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READY?

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FIRST UP

Brandon Carter

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BRANDONCARTER@bscarter

Marcom ManagerAccess Development

Co-Leader of SLCHUG

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Survey Results

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Survey Responses22 Responses

Lots of written feedback

Volunteers and Facilities!

Facility, location is mostly good

Demand for downtown

Boooo catering

Mornings work well

Lots of interest in inbound- and HubSpot-centric content

Top topic interest: automation and workflows

Breakouts/webinars

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Survey CommentsMore networking time

Cocktails!

I can donate some prizes

Pitfalls (Horror stories)

Interest/industry breakouts

“Brandon, you aren’t very good at designing surveys”

Thanks, and please keep the feedback coming!

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REPORTING ADD-ON

ONE DASHBOARD. ALL YOUR REPORTS.

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Reporting Add-On

10-day free trial

$200 per month

“Central Dashboard”

For marketing and sales

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Reports

Funnel

Personas

Days to Close

Sources

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Dashboards

Funnel

Personas

Days to Close

Sources

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Is it Worth It?

Resources:

http://blog.hubspot.com/customers/new-reporting-add-on

http://knowledge.hubspot.com/reports-user-guide-v2/how-to-use-the-reporting-add-on-in-hubspot

http://academy.hubspot.com/broadcasts/reporting

http://blog.hubspot.com/customers/new-reporting-add-on

http://knowledge.hubspot.com/reports-user-guide-v2/how-to-use-the-reporting-add-on-in-hubspot

http://academy.hubspot.com/broadcasts/reporting

DID YOU KNOW...

You can create funnel reports to show how your contacts are moving through different lifecycle stages.

DID YOU KNOW...

You can create reports with eight different visualizations types.

START A TRIAL

bit.ly/HStrial

http://bit.ly/HStrial

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NEXT UP

Darin Berntson

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DARINBERNTSON@iGoByDoc

Founder Bernco Media(HubSpot Partner Agency)

Co-Leader SLCHUG

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ADS ADD-ON

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HubSpot Used to Think

Traditional Cold Calling SPAM Emails Interruptive Ads Marketer - Centric

Inbound SEO and Content Blogging Attraction Customer - Centric

vs

If you bought an ad, you were irritating your customer

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But they decided to take another lookAnd listen harder to their customers

Of HubSpot customers have used ads this year. Successfully using ads to amplify the effect of great inbound marketing campaigns.

53%

Some Ads Amplify Inbound Ads that satisfy intent and extend the reach of great content

LinkedIn Sponsored Updates:

• Appear in LinkedIn Stream just like content

• Ability to reach the right audience based on professional targeting signals

• Self managed with only a $10 minimum

• Amplify the effect of great content driving more leads from existing offers

• Integrate into existing HubSpot campaigns through the Ads Add-On

DID YOU KNOW...You can trial HubSpot ads for free for 14 days and get a free $100 LinkedIn credit?

You can track what happens after someone clicks on your ads?

DID YOU KNOW...

START A TRIAL

bit.ly/HStrial

http://bit.ly/HStrial

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ADS ADD-ON$100 Month - 14 Day Free Trial

Is It Worth It?

Is It Worth It? It Depends….

Is It Worth It? It Depends….

Is It Worth It? It Depends….• LinkedIn is only network today

Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords

Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap

Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager

Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use

Is It Worth It? It Depends….• LinkedIn is only network today• Purchase add-on and get beta access to Google Adwords• Twitter / Facebook on roadmap• Kind of pricy for just LinkedIn - Very similar to LI Campaign Manager• Very easy to use• Not quite fully baked into marketing platform


• Campaign tracking


• Campaign tracking• Source reports


• Campaign tracking• Source reports• But has own reporting



• Not as feature rich as some paid tools, but simplified for a reason



• Not as feature rich as some paid tools, but simplified for a reason• Try the trial, get your $100 credit, and see how it works for you







Now go, be inbound-y with your ads. Do not use for evil! =)

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Questions?

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NEXT UP

Ben Beck Matt Darlymple

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BENBECKDirector of MarketingLENDIO

MATTDARLYMPLEMarketing Automation ManagerLENDIO

14 ways to leverage Zapier And hubspot

HUBSPOT & ZAPIER BETTER MARKETING AND SALES

THROUGH HUBSPOT TO ZAPIER INTEGRATIONS

Easily generate more leads and revenue from third party products with NO help

from developers!







Accept leads via email

01USE CASE

It's hard to launch new partnerships or campaigns when a lead vendor or a tool doesn't integrate well with your current

tools. Next time a lead supplier tells you they’d like to get you the leads via one off emails, you can tell them yes!

Accept leads via email

01USE CASE

It's hard to launch new partnerships or campaigns when a lead vendor or a tool doesn't integrate well with your current

tools. Next time a lead supplier tells you they’d like to get you the leads via one off emails, you can tell them yes!

Hubspot > Zapier Parser > whomever

www.pbs.org/go/Barrick.Rosenblatt

Text message marketing

02USE CASE

Text message marketing and nurturing can greatly improve your contact rates and close rates. With

Zapier it’s easy to integrate Hubspot and Twillio – with absolutely NO developers needed!

Text message marketing

02USE CASE

Text message marketing and nurturing can greatly improve your contact rates and close rates. With

Zapier it’s easy to integrate Hubspot and Twillio – with absolutely NO developers needed!

Hubspot > Zapier > Twilio

INTEGRATE OTHER CRMS

03USE CASE

Hubspot natively supports the SalesForce CRM. Zapier makes Hubspot even more powerful as you can integrate all the

other popular CRMs (or even other marketing tools). It’s easy and requires no developer help!

INTEGRATE OTHER CRMS

03USE CASE

Hubspot natively supports the SalesForce CRM. Zapier makes Hubspot even more powerful as you can integrate all the

other popular CRMs (or even other marketing tools). It’s easy and requires no developer help!

Hubspot > Zapier > your crm

Google Sheets & Hubspot

04USE CASE

Zapier makes it easy for Google Sheets to talk with Hubspot. You can use this feature to edit fields

with spreadsheet formulas and pass back from Google Sheets to Hubspot.

Google Sheets & Hubspot

04USE CASE

Zapier makes it easy for Google Sheets to talk with Hubspot. You can use this feature to edit fields

with spreadsheet formulas and pass back from Google Sheets to Hubspot.

Google Sheets > Zapier > Hubspot

Social media Posting

05USE CASE

Have you ever thought of automating the new customer process? Zapier allows you to

automatically post new deals/relationships with cusomters through Hubspot.

Social media Posting

05USE CASE

Have you ever thought of automating the new customer process? Zapier allows you to

automatically post new deals/relationships with cusomters through Hubspot.

Hubspot > Zapier > Buffer

Instant Sales Notifications

06USE CASE

Pushbullet allows your sales reps to automatically receive effective notifications

that you can set through Hubspot. Zapier will tie these two tools together to help

sales connect to your customer base.

Instant Sales Notifications

06USE CASE

Pushbullet allows your sales reps to automatically receive effective notifications

that you can set through Hubspot. Zapier will tie these two tools together to help

sales connect to your customer base.

Hubspot > Zapier > PushBullet

Better manage events

07USE CASE

Using Hubspot or Eventbrite alone for your even management means you’re leaving registrants and attendees on the table. If

you use Zapier to integrate the two, you can leverage both to make your event more successful!

Better manage events

07USE CASE

Using Hubspot or Eventbrite alone for your even management means you’re leaving registrants and attendees on the table. If

you use Zapier to integrate the two, you can leverage both to make your event more successful!

Hubspot > Zapier > Eventbrite

Send slack notifications

08USE CASE

Slack is a new communication tool that is taking the world by storm: it’s the fastest adopted business tool ever. The power of

Hubspot can be further leveraged if you use it to send notifications into Slack.

Send slack notifications

08USE CASE

Slack is a new communication tool that is taking the world by storm: it’s the fastest adopted business tool ever. The power of

Hubspot can be further leveraged if you use it to send notifications into Slack.

Hubspot > Zapier > slack

Leverage Your Email Contacts

09USE CASE

Do you need your Gmail contacts in Hubspot? Zapier allows you to add Hubspot contacts from your

Gmail account automatically.

Leverage Your Email Contacts

09USE CASE

Do you need your Gmail contacts in Hubspot? Zapier allows you to add Hubspot contacts from your

Gmail account automatically.

Hubspot > Zapier > GMAIL

Phone Calls For Prospects

10USE CASE

Hubspot can automatically call the sales rep for high priority prospects and give them the

information to contact their perspective client.

Phone Calls For Prospects

10USE CASE

Hubspot can automatically call the sales rep for high priority prospects and give them the

information to contact their perspective client.

Hubspot > Zapier > SMS

Automated direct mail

11USE CASE

With engagement rates north of 4% vs 0.06% with Google, direct mail may be the marketing method that energizes

your marketing efforts. With Hubspot and Zapier you can automate direct mail sends using no developer help!

Automated direct mail

11USE CASE

With engagement rates north of 4% vs 0.06% with Google, direct mail may be the marketing method that energizes

your marketing efforts. With Hubspot and Zapier you can automate direct mail sends using no developer help!

Hubspot > Zapier > zendirect or thankster

Tie into task management

12USE CASE

Whether you’re using Trello, Podio, Asana, or some other project/task management tool, Hubspot has some powerful

integrations through Zapier. For example, if a lead takes a certain action you can create a new task for follow-up.

Tie into task management

12USE CASE

Whether you’re using Trello, Podio, Asana, or some other project/task management tool, Hubspot has some powerful

integrations through Zapier. For example, if a lead takes a certain action you can create a new task for follow-up.

Hubspot > Zapier > trello/asana/other

Reviews Evaluation

13USE CASE

Semantria analyzes reviews on the web to see if they are negative or positive, and passes the sentiment

into Hubspot. This can help your team evaluate which products are working for your clients.

Reviews Evaluation

13USE CASE

Semantria analyzes reviews on the web to see if they are negative or positive, and passes the sentiment

into Hubspot. This can help your team evaluate which products are working for your clients.

Hubspot > Zapier > Semantria

Create Tickets And Alerts

14USE CASE

If a negative review comes to your company, Hubspot has the ability to parse the email and create a

ticket in Zendesk. This is done through the Zapier integration.

Create Tickets And Alerts

14USE CASE

If a negative review comes to your company, Hubspot has the ability to parse the email and create a

ticket in Zendesk. This is done through the Zapier integration.

Hubspot > Zapier > Zendesk

Promarketing.academy/hubspot



Promarketing.academy/hubspot



[email protected] [email protected]

mailto:[email protected]

mailto:[email protected]

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Questions?

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SPEAKING OF INTEGRATIONS

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Native Connections• Salesforce• Wistia• GoToWebinar• SurveyMonkey• Napier• WordPress• UberConference• Eventbrite

Many more featured integrationshttp://www.hubspot.com/products/integrations

http://www.hubspot.com/products/integrations

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As mentioned byBen and Matt

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Welcome, Romney Williams - ZenPrint

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NEXT UP

Maggie Georgieva

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Customer Success ManagerMAGGIEGEORGIEVA@mgieva

Product Manager: Contacts, Workflows & Campaigns

Also, a sugar addict.

Inside Workflows & Lead Scoring

A Workflows Walk-Through with Focus on New Updates

3 Workflows You Need to Consider

Enabling Sales with Lead Scoring

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Inside Workflows & Lead Scoring

WALK-THROUGH

If you do the same work manually daily/weekly/monthly, consider using Workflows.

a mechanism of nurturing contacts & automating repetitive tasks.

Workflows

The Benefits of Lead Nurturing

What are you creating a Workflow for?

(1) Ongoing engagement(2) Tradeshow or event (e.g. HUG)(3) Appointment follow-ups (e.g. Consultation)

What are you trying to achieve?

Determining your goal will direct your entire workflow. Are you trying to reawaken cold leads? Increase lead quality? Generate new leads?

Who do you want to target?

Decide who you are trying to reach. What problem are you helping them solve? This is key for helping you create the content for your lead nurturing campaign.

What content do you want to send?

Content is a key piece of lead nurturing. Include the right offers and emails in your actions. Explore spacing out the actions with different delays.

How will you measure performance?

Find how many contacts are enrolling into your workflows and how the automated emails are doing.

What if something goes wrong?

Use the Search function to find where a contact is in your Workflow and what will happen to them in the future.

TRY THESE

Let’s go through 3 Workflows that you will want to consider creating.

Use Workflows to drive qualified leads1

Use Workflows to drive qualified leads2

Increase the number of conversions to qualified leads.

Educate contacts in the consideration stage.Optimize for the best timing to share product info.

2

PERSONA: Marketers interested in getting traffic.

GOAL: Leads into MQLs

ACTIONS: Relevant content with strong CTAs.

CONTENT: Relevant to the Persona’s interests.

DESIGN: Simple & Responsive.

CTA: Product call-to-action at the end.

Use Workflows to re-engage dormant leads2

Use Workflows to re-engage dormant contacts2

Get rid of bad contacts.Nurture a list of unengaged contacts.Measure performance by the growth of your newly engaged list.ZZZ

ACTIONS: Top content.

SEGMENT: Unengaged contacts

ACTIONS: Optimize with aconditional branch.

Use Workflows to increase sales efficiency3

Use Workflows to increase sales efficiency3

Make your sales reps more productive.Assign most engaged leads to reps as soon as they become qualified.Measure performance by checking the close rate.$

SEGMENT: Most engaged contacts in a specific area.

ACTION: Notify rep.

INCREASE SALES EFFICIENCY WITH LEAD SCORING

How to start using Lead Scoring for better sales performance.

a method of assessing your highest and lowest quality leads. Usually is a grade or a score.

Lead Scoring

No job title, no phone number, no company name

Job title known, phone number known, company name known

Job title, phone number and company name are all known, Filled out Contact Us form and visited website 3 times.

1 pt.

5 pt.

8 pt.

Standard Lead Scoring is hard and burdensome

• It takes a lot of work • It is hard to validate • It is too simplistic • Sales & Marketing still

disagree

PHOTO CREDIT: JD HANCOCK

INBOUND15 PHOTO CREDIT: MAMOJOPHOTO CREDIT: MAMOJO

Uses historic data to predict how likely a contact is to close into a customer.

Predictive Lead Scoring

HubSpot’s Predictive Lead Scoring

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How do you empower Sales with Lead Scoring?

Build a view for Sales.

First things first. Ensure your sales team has the most qualified leads.

Set up a Sales workflow.

Set up a workflow or sequence for Sales to enroll these most qualified leads in.

Better sales notifications.

Ping Sales any time a contact reaches a specific score.

Nurture less qualified leads.

Create a workflow to nurture leads who sit in the middle.

THANK YOU.

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Questions?

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Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

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Coming Soon

Webinars, Blog, Podcast, Interviews, and/or Blab

Diving deeper into HubSpot tools and Inbound Methodology

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Our Next Big Event

LUKESUMMERFIELD@SavvyLukeProgram Manager

February 25, 2016