Session #3, Jan. 28th

Your Questions Your Homework

How to build & promote landing pagesthat generate more leads

Working with Lists & Workflows

Lists & Segmentation

Smart lists vs static lists

Common uses for static listsTo manually adding contacts to a workflow

For email marketing: Static lists can be useful for one-time email blasts, email campaigns that you don't run often, and for a list of contacts that doesn't change frequently.

For manually grouping contacts that may not have a shared list criteria

A list of contacts that you want to bulk delete from your account

As criteria for creating other static or smart lists

Common uses for smart listsSegmented lists for email marketing

Segmented lists for outbound calls

Lifecycle stage contact analysis

A list of contacts with a certain HubSpot Score

Let’s make some lists!

Analyze your list performance

Analyze your list performance

Analyze your list performance

Let’s talk about. . . Naming Conventions

Workflows: The Heart ofMarketing Automation

A Google search for hubspot workflows shows

72,800 pages of results.

60% of people using workflow automation say it has increased the

number of leads passed to sales, and created a 23% shorter sales cycle.

Let’s create a workflow1. Set a goal (get visitor to convert again)2. Standard workflow3. Form submission - any page4. Consider and/or, how contacts are enrolled, enroll previous contacts5. Add an action to send an email6. Add delay to send another email7. Test the workflow

a. Use an internal contactb. All emails will be sent, all actions executed, in order, WITHOUT

DELAYS.c. Test contacts WILL appears in your workflow metrics.

8. Activate workflow

Drive More Marketing Qualified Leads (MQLs)

Goal: Qualify more contacts fasterMethod: Nurture contacts - educate With middle -of- the- funnel content Metrics: Number of MQLs, lead- to- MQL conversion rate

1. Send your leads a case study2. If they view the case study, you can send them an invite for a

demo3. If they haven’t visited the case study, send them a product video.

Using branching logic

Increase sales efficiency

Goal: Improve lead assignment to make sales more productiveMethod: Assign leads to sales based on specific information Metrics: Sales efficiency

1. Assign leads based on geography2. Send email to the salesperson with basic contact information3. Leads that don’t have a location or don’t fit the distribution

model are assigned to the queue.

Using branching logic

Workflows: Behind the scenes

Goal: Move visitors into appropriate persona bucketsMethod: Assign leads to Marketing Mandy based on job title Metrics: Marketing Mandy list size

Workflows can be used for internal sorting/assigning

Need help implementing your workflow?

Additional resourcesHubSpot Blog Posts

• 13 Email Workflows You Should Be Using in Your Marketing

• 6 Essential Nurturing Workflows For Every B2B Company

• How to Avoid Common Missteps in Workflows

• How HubSpot's Marketing Team Does Lead Nurturing

• How to A/B Test Workflows and Automated Emails

Other HubSpot Resources

• Lists User Guide

• Workflows User Guide

• Workflows: How to Best Use Branching

• Projects: How to Set Up a Lead Nurturing Workflow

Future attractions

Next week. . .Your questionsYour homeworkBlogs & Calls to Action