Miami HUG October 2014 The Inbound Approach to Workflows

Amanda Iglesias @amandalucia

1  It’s all about the Fundamentals

– Breaking down Marketing Automation

2  Guiding Principles of Marketing Automation

– Who are you creating content for? – What is your goal? – A few examples

1 The Fundamentals

Marketing automation can be powerful..

...if you can avoid ending up here.

So, let’s break this down.

Visitors

(

Customers >

But there’s a lot going on in here

that you want to get right.

Start with the right goals.

Z Y

Visit

( >

Lead | >

Customer $

Isolate the milestones in each lifecycle.

Workflow Content How do I solve this problem

I’m struggling with?

Visitors Inform them about the

solutions that exist.

Actions: Downlading eBooks, Checklists, or Guides Visits to blog posts

Workflow Content What do I need and why do I need it?

Leads Help them evaluate their different options.

Actions: Attending webinars

Visits to Case Studies Downloading Buying

Guides

Opportunities How do I make the right

investment?

Opportunities Support them through

the buying decision

Actions: Requesting demos, consultations or trials Visits to pricing page

Start with the right goals. Send to the right people.

U s

Z Y

Use those actions to construct goal lists first.

Then, think about how to enroll contacts into a specific workflow.

Then, think about how to enroll contacts into a specific workflow.

Starting Conditions: 1.  Joined a list 2.  Submitted a form 3.  Visited a page 4.  Completed an Event (Enterprise) 5.  Manually

Ongoing engagement 1 INTRODUCTORY

INTRODUCTORY

Ongoing engagement 1

You don’t have much content. You want to use it to stay top of mind. You want to increase contact engagement through conversions.

INTRODUCTORY

Ongoing engagement 1

Qualified Leads 2 INTRODUCTORY

You want to educate contacts in the consideration stage. You need to optimize for the best timing to share product info. You want to increase the number of MQLs and conversion to qualified leads.

INTRODUCTORY

Qualified Leads 2

INTRODUCTORY

Qualified Leads 2

Re-engage dormant leads 3 INTERMEDIATE

You want to bring back leads that are engaged and get rid of bad ones. You need to nurture a list of unengaged contacts. You will measure performance by the growth of your newly engaged list.

Z Z Z

INTERMEDIATE

Re-engage dormant leads 3

INTERMEDIATE

Re-engage dormant leads 3

Webinar follow-up 4 INTERMEDIATE

You want to introduce the most relevant call-to-action after a webinar. You need to customize the language based on someone’s attendance. You will measure performance by watching the number of people who take the call-to-action.

INTERMEDIATE

Webinar follow-up 4

INTERMEDIATE

Re-engage dormant leads 3

Start with the right goals. Send to the right people. Sculpt the right message.

M x

U s

Z Y

Make your messages more personalized.

You’re not going to get it right the first time.

The fun is in figuring it out!

i Helpful Resources

" Workflows User Guide (HubSpot Knowledge Base)

" The Story Behind Branching Logic (HubSpot Blog)

" 9 Questions You Need to Ask When Developing Buyer Personas

(HubSpot Blog)