stephanie lussier - how to supercharge your marketing with automation

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How to Supercharge your Marketing with Automation

Stephanie Lussier

Principal CSM, Premier Services | HubSpot

You can’t hum while holding your nose closed. (Seriously, try it.)

Stephanie Lussier @salussier

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W O R K F L O W

An automated set of marketing actions that execute, based upon a starting condition. You can use workflows to automate your lead

nurturing tasks, complete internal functions, and much more.

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Tools Strategy

Implementation

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•  Opportunities to improve

•  Two examples

•  Resources to reference

WHAT DO WE PLAN TO ACHIEVE TOGETHER?

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1.  Reality Check + Some Context

2.  The Money Bee •  Scalable Lead Nurturing •  Behavioral Nurturing

3.  Resources

AGENDA

EXAMPLE

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1 REALITY CHECK + SOME CONTEXT

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WE AUTOMATE FOR…

GROWTHSCALE EFFICIENCY

y y

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BECOME

A WORKFLOWS

ALL-STAR

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1. Be Confident & Effective

2. Have an Established Plan for Growth

3. Have Engage-Worthy Automation

4. Use Tools & Features

To be a Workflows all-star:

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REALITY CHECK 2

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•  have one workflow (or less) inside of HubSpot? •  have a 1:1 ratio, where every landing page has its own workflow? •  avoid using branching logic? •  feel like you could do more to engage your database? •  have many workflows live and have a hard time remembering what

each one does? •  fear being asked which of your workflows are most effective? •  feel like you have no idea what is going on in your Workflows tool?

Do you…

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OPPORTUNITIES To become an all-star and supercharge your marketing with automation

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2 THE MONEY BEE EXAMPLE

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•  Personal wealth management company

•  Personas = Retiree Ron, Investor Ian and Tax Strategy Tara

The •  Has a lot of content for their

personas throughout the buyer’s journey

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WE AUTOMATE FOR…


y y

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WORKFLOW 1

SCALABLE LEAD NURTURING

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Scalability = the capability of a system, network, or process to handle a growing amount of work, or its potential to be enlarged in order to accommodate that growth. Wikipedia

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•  Better experience for contacts

•  Streamlined conversion path

•  Guaranteed to convert contacts faster*

•  Fewer workflows •  Time saved •  Easier monitoring

*Results may vary

Why is scalable lead nurturing important?

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STATE OF LEAD NURTURING

THE

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There’s a better way! (by planning for growth)

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Media Content Web Design Content Viral Marketing Content

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The Money Bee – Scalable Lead Nurturing

Topics Retirement Planning Tax Strategies Investment Management

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The Savvy Planners Guide to Preparing

for Retirement

h

tRetirement Planning Timeline

K

Keys to Maintaining your

Lifestyle in Retirement

? ? ?

? ? Questions to Answer Before Retiring

10

?

Retirement Planning

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for Retirement

h tRetirement

Planning Timeline K



? ? ?


10

?

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for Retirement

h

tRetirement Planning Timeline

K



? ? ?


10

? “Interested in Retirement Planning” Workflow:

Request a Portfolio Review Goal:

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“Interested in Retirement Planning”

Workflow:

Request a Portfolio Review

Goal:

Retirement Budgeting Worksheet

If they

download the

Retirement

Budgeting

Worksheet


Client Success Story

Subscribe to Our Blog

Workflow Ends

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Workflow Ends

“Interested in Retirement Planning”

Workflow:


Goal:

Retirement Budgeting Worksheet

If they

download the

Retirement

Budgeting

Worksheet If they don’t

download the

Retirement

Budgeting

Worksheet

Workflow Ends

Workflow Ends

Top 3 Blogs on Retirement Planning

Client Success Story

If they view the

Client Success

Story


Subscribe to Our Blog

If they don’t

view the Client

Success Story

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1.  Content audit

2.  Create a property for tracking which topics your contacts are interested in

3.  Group content together by topic and buyer’s journey stage

4.  Re-organize and minimize your workflows to streamline your nurturing

experience

NEXT STEPS

Article on Scalable Lead Nurturing: (http://hub.square2marketing.com/i/545420-2inbound-july-2015-email-marketing)

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WE AUTOMATE FOR…


y y

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WORKFLOW 2

BEHAVIORAL NURTURING

The Money Bee

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Behavioral= customized communication triggered by actions that have or have not been completed

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•  More relevant messaging for contacts

•  Better measurement of progress towards milestones/goals

•  Identification of where there are gaps in the process

•  Streamlined communication of important information to contacts

Why is behavior-based nurturing important?

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STATE OF CONTACT ENGAGEMENT

THE

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U (Sales)

U (Marketing)

, YU (Lead)

l

n (Free Trial)

\

\

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There’s a better way! (by automating communication)

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U (Lead)

l

n (Free Trial)

2

x q B D

Notify Sales Rep

2

Notify Sales Rep

2

Notify Sales Rep

D D

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Information to Gather (before you get started)

•  The experience for which you would like to set-up

automation

•  What actions/milestones help track engagement

•  Timeline for the experience

•  Goal to measure success

•  What information will help the contacts take/reach aforementioned actions/milestones

E.g. trial, onboarding, renewal

And how you will track that (API, CRM)

Is there an expiration or end date? Is there an average amount of time to take an action?

How will we know if this new process if effective?

If there is already a process in place, start there

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streamline

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U

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•  Personal wealth management company

•  Personas = Retiree Ron, Investor Ian and Tax Strategy Tara

•  Launching a new online app for people to set financial goals and track progress towards them

•  Has a lot of content for their personas throughout the buyer’s journey The

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•  The experience for which you would like to set-up automation

•  What actions/milestones help track engagement

•  Timeline for the experience

•  Goal to measure success

•  What information will help the contacts take/reach aforementioned actions/milestones

Information to Gather The Money Bee •  Onboarding

•  Signing into the app, setting a financial goal (tracked via API)

•  Within the first 30 days of signing up

•  50% of customers set goals within the first 30 days

•  User guides, tutorials and examples of other successful customers who have set goals and reached them

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7 days

7 days

7 days

4 days

“New User – Has Not Signed In”

Enroll New Customers Who Have Not Signed In Yet

Goal = Customer Who Has Signed-in At Least Once

Workflow Ends

Resources for Getting Started with the App

Reminder to Login and Get Started

Feature Highlight + Reminder of Value

Final Login Reminder

Notify CSM to Reach Out

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7 days

7 days

7 days

4 days

“New User – Has Not Set a Goal”

Enroll New Customers Who Have Signed in But Have Not Set a Financial Goal

Goal = Customer Has Set at Least One Financial Goal

Workflow Ends

User Guide for How to Set Goals + Why

Blog with Rec’s for Goals to Set

Customer Success Stories

Final Reminder

Notify CSM to Reach Out

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7 days

7 days

7 days

4 days

“New User – Has Not Signed In” Enroll New Customers Who Have Not Signed In Yet

Goal = Customer Who Has Signed-in At Least Once

Workflow Ends

7 days

7 days

7 days

4 days

“New User – Has Not Set a Financial Goal” Enroll New Customers Who Have Signed in But Have Not Set a Goal

Goal = Customer Who Have Set at Least One Financial Goal

Workflow Ends

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LET’S SEE THE RESULTS IN HUBSPOT

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150 120 80%

120 50 42%

WORKFLOW PERFORMANCE

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OTHER METRICS & REPORTING

1.  Evaluate the click rate of each workflow email

2.  Where are people joining the goal list?

3.  Create a revenue report to show contacts who have completed each

workflow (and reached the goal) – if contacts are not yet customers

4.  Funnel report to show average days to close – if contacts are not yet customers

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1.  Gather the necessary information

2.  Determine how you will track action and/or inaction

3.  Visualize the path that will engage your contacts

4.  Create the emails

5.  Build the workflow

6.  Report and analyze

NEXT STEPS

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WE AUTOMATE FOR…


y y

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Resources

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(all-star)

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Resources •  Article on Scalable Lead Nurturing: (http://hub.square2marketing.com/i/545420-2inbound-july-2015-email-marketing) •  Workflows User Guide: (http://knowledge.hubspot.com/workflows-user-guide-v2)

•  Lead Nurturing Project: (http://academy.hubspot.com/projects/customer-projects-how-to-set-up-a-lead-nurturing-workflow)

•  Up-Sell/Cross-Sell Project: (http://academy.hubspot.com/customer-projects-how-to-cross-sell) •  Contact Re-Engagement Project: (http://academy.hubspot.com/projects/customer-projects-email-reengagement)

Looking for a more custom approach to help you plan, strategize & project manage your campaigns?

Check out Premier Services (www.hubspot.com/services)

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Questions?

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Thanks!

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•  have one workflow (or less) inside of HubSpot? •  have a 1:1 ratio, where every landing page has its own workflow? •  avoid using branching logic? •  feel like you could do more to engage your database? •  have many workflows live and have a hard time remembering what

each one does? •  fear being asked which of your workflows are most effective? •  feel like you have no idea what is going on in your Workflows tool?

Do you…

Opportunities

•  have one workflow (or less) inside of HubSpot? •  have a 1:1 ratio, where every landing page has its own workflow?

•  feel like you could do more to engage your database? •  avoid using branching logic?

•  fear being asked which of your workflows are most effective?

•  have many workflows live and have a hard time remembering what each one does?