Leveraging HubSpot Enterprise to Grow Your Agency

Leveraging HubSpot Enterprise to Grow Your Agency Peter CaputaDate: 11-30-2011

Lead Grading*

*Available in Basic. Custom Grading Available in Professional & Eterprise

Agenda

• Lead grading vs. custom grading• How to setup custom lead grading• How to use it for your own agency• How to sell it to prospects/clients• Feedback for next version of app• Homework • Getting Help & What’s Next

LEAD GRADINGVSCUSTOMLEAD GRADING

Standard vs Custom Lead Grading

Standard Lead Grading Available in All Products

Custom Grading Available in Pro & Enterprise

L

Standard Lead Grade

• 0 to 100 Score• Based purely on engagement with

website• Ranks all leads against each other

periodically

Update Grade via HubSpot API

http://docs.hubapi.com/wiki/Custom_Lead_Grade

• You Can Update Programmatically. • LeadGrader App , by LyntonWeb Updates

this Field Automatically Using the API

Custom Grade

1. Custom: Grade on engagement + characteristics of leads + stage of buying process.

2. More control over which leads get sent to sales/worked by sales.

3. Get tire-kickers/bad fits/competitors out of your sales funnel.

SETTING UP CUSTOMLEAD GRADING

Go to App Marketplace

Register the App

Start Adding Criteria1. Landing page/form2. Form field response3. Number of conversions4. Number of visits5. Number of page views6. Found site Via

Landing Page

Landing Page: Use Title or URL

Landing Pages: Use Form Name

Form Field Response

Number of Conversions

Number of Visits

Number of Page Views

Found Site Via

Example Implementation

Turning Lead Grader On/Off

USING IT FOR YOUR OWNAGENCY

Some Ideas1. Form Fields:

1. Title. Weight titles differently: CEO, CMO, Small Business Owner

2. Start collecting “company size”. Get rid of real small and real big.

3. BANT: Budget, Authority, Need, Timing:: Ask form questions about “biggest marketing challenge”, “what they’re spending or doing now, what they plan to do differently, what time frame for a change is. (E.g. on Website redesign ebook: “When are you planning to redesign your website?”)

2. Negative scores: for other marketing agencies/competitors, smaller companies, lower level titles.

What other ideas do you have?

SELLING IT TO PROSPECTS AND CLIENTS

Qualify First….1. What’s a good lead for you? What characteristics would

determine whether a lead is good or not? 2. Are some landing pages/forms on your site better indicators

of a sales ready lead? 3. Do you know if some sources of leads convert to sales

better than others? 4. Do you get good leads from your website? Are they the

same quality as other leads? 5. Do you send all of your leads to your sales team to work?

Do they work them deeply or complain about the quality of them?

6. How does your sales team prioritize who to call first? 7. How do they prioritize who to call again? How do they

determine when to call someone again? 8. Tie Down: If you could automatically sort which leads are

qualified prospects, would that help you? Help your sales team?

Tie Downs1. If you could specify criteria for what a qualified

lead is and then automatically grade them, would that help you? Help your sales team? How would that help you/your sales team?

2. What criteria makes a good lead? Ask why. (Write them down.)

3. Do you think your sales team would agree that these criteria are ideal too? Does it make sense to survey them?

4. In addition to these criteria, what kind of questions does your sales team ask prospects once they get them on the phone?

5. How much weight would you assign each of these criteria?

WHAT’S NEXT?

Ideas Being Considered1. Use Advanced Analytics Events as

Grading Criteria (Pages Viewed, Clicked Elements, Advanced Landing Pages/Other Forms, Custom Events)

2. Trigger events and lead nurturing sequences based on grading criteria: helps to nurture based on form field responses. (e.g. Nurture CEO differently than assistant.)

3. Use recency of activity to reduce lead grade.

HOMEWORK

Homework1. Install the app2. Configure your lead grade3. Share the criteria you used with the

group… 4. Get inspiration from the group…

http://www.linkedin.com/groupItem?view=&gid=2879340&type=member&item=82792698&qid=14e87085-7438-4400-a6c5-d762c776a639&goback=%2Egmp_4077255%2Egmp_2879340

QUESTIONS?

Use the Forums

• We’ll post updates and to-do’s. • You should respond when you do something,

or when you get stuck.

• If you have product setup questions, call support. 888 HubSpot

See You Next Wednesday