Contacts Database Optimization Strategy Professor: Nick Salvatoriello, @HubSpotAcademy #TCHUG 7.22.15 HubSpot User Group Discussion:
Aug 16, 2015
Contacts Database Optimization Strategy
Professor: Nick Salvatoriello, @HubSpotAcademy
#TCHUG 7.22.15
HubSpot User Group Discussion:
Nick [email protected]
FIRST, 2 VOLUNTEERS TO SHARE:
• What’s your name, title, organization?• How long have you been using HubSpot?• Who do you market to? Ideal contact?• What’s your favorite Contacts App feature?• What’s your favorite list you have?
1 WHY ARE WE HERE?
WHY USE THECONTACTS APP?
We must turn our contacts into believers that they are the unique person to which our communication
is targeted. We must use their context.
WHO’S FEELS THEIR HUBSPOT DATABASE IS… KINDOF A MESS NOWADAYS?
THIS IS A GOOD SIGN, THIS IS PROGRESS
IT’S NOT TIME TO DELETE, IT’S TIME TO OPTIMIZE FOR GROWTH
WHY SEGMENT YOUR CONTACTS?
Segmentation allows you to send the right people the right message at the right time
EMAIL LIST SEGMENTATION RESULTS
WHAT IS A CONTACT, ANYWAY?
A contact is anybody your company engages with, markets to, sells to, partners with, or employs.
FLICKR USER STUART RICHARDS
CONTACT INTELLIGENCE
Your HubSpot’s Contacts APP is the back end "context" system that stores details from every touch point with your audience, then makes that data available in every other tool.
What prospects tell us about themselves is only the surface of
what we can find out.
LET’S REVIEW WHAT’S AVAILABLE TO US.
Nick’s Contact Record: Overview
My contact data’s “story”: Timeline view
My page views
HOW DOES YOUR HUBSPOT KNOW THIS?
My Email clicks and video viewership
HOW DOES YOUR HUBSPOT KNOW THIS?
My Tweets and how I’m being Monitored
HOW DOES YOUR HUBSPOT KNOW THIS?
My record’s Workflow activity and CRM syncs
2 HOW TO USE CONTACTS LIKE AN INBOUND PRO
Identify your qualification criteria for each “bucket list” your contacts flow into. Build custom contact properties that match unique criteria.
Utilize buyer personas, lifecycle stages and lead scoring to determine each contact’s engagement strategy
Make sure your contact database is always up to date (integrate/import, analyze, optimize).
BEST PRACTICES FOR MANAGING CONTACTS
Make sure your HubSpot knows everybody you know, and you have your imports of new contacts under control and managed well.
1 Import a spreadsheet
2 Add them manually
3 Build a HubSpot landing page
4 Put a HubSpot form on an external page
5 Use the Contacts API
HOW DO WE GET CONTACTS INTO HUBSPOT?
For your leads, use your qualification and sales process to
identify the “green lights” and “red flags” for engagement.
FIRST, LOOK AT WHAT PROPERTIES YOU HAVE AVAILABLE TO YOU
USE PERSONAS
LIST BASED ON PERSONAS
JOB TITLE/ROLE SEGMENTATION
USE LIFECYCLE STAGES
LISTS BASED ON LIFECYCLE STAGES
DO YOU USE LIFECYCLE STAGES (OR YOUR OWN CUSTOM STAGES)?
IF NOT, WHY NOT?
USE LEAD SCORING
CREATE LISTS BASED ON YOUR LEAD SCORES
WHO HAS SET UP LEAD SCORING CRITERIA?
IF YOU HAVE, WHAT ARE THEY?
IF NOT, WHY NOT?
LISTS FOR THE SOURCES CONTACTS CAME FROM
HOW MIGHT WE TWEAK THE LANGUAGE OF A MARKETING EMAIL TO SHOW OUR CONTACT WE NOTICED THEIR SOURCE OF DISCOVERING US?
LISTS BASED ON EMAIL ENGAGEMENT
LISTS OF CONTACTS MOST ACTIVE ON SOCIAL
LISTS OF CONTACTS WHO HAD A SPECIFIC NUMBER OF CONVERSIONS
WHAT LISTS ARE YOU BUILDING WHICH ARE THE MOST EFFECTIVE?
We need to remember that everybody’s business is different, and the key information we track about people we communicate
with is going to be a little different.
You can add up to 1,000 custom properties that are unique to how you slice/dice your business.
Create custom properties to qualify content interest
• “What reasons would you have to use a product or service like ours?”
• “What goals will it help you accomplish? Problems it will solve?”
• “Do you currently use other products or services in our industry?”
• “What challenges are you concerned about facing in implementing or
using a product or service like ours?”
What custom properties could we create to qualify LEADS?
• “How satisfied are you with our product/service?”
• Engaged/disengaged customer (emails, social, site visits, webinars)
• “Do you know others we might help? Internally/Externally?”
• Customer has visited other product service/pages
• “Which product/service topics would you like to learn more about?”
• Customer has visited our ‘refer a friend’ page
• “Which of our service/support channels are most useful to you?”
What custom properties could we create to qualify CUSTOMERS?
HOW MANY CUSTOM CONTACT PROPERTIES HAVE YOU CREATED SO FAR?
WHEN WAS THE LAST TIME YOU CREATED ONE?
LIST NAMES SHOULD BE SPECIFIC AND MEANINGFUL
We should be able to tell who is on the list based on the title
What could we put in here to describe our goal/reason for this list?
WHAT ARE SOME REASONS/GOALS BEHIND THE LISTS YOU HAVE BUILT?
PRACTICE CLOSED-LOOP MARKETING
4. Closed-loop data to analyze
1. Contact info and status updates
2. Increase Sales ROI
3. Feedback on how leads translate into customers
MARKETING SALES
• Include all business contacts (fans, leads, customers, vendors and employees)
• Track contacts that close as customers.
• Remove contacts that are no longer engaged.
• Merge duplicate contacts.
• Automate updates with Workflows App
• Set up and maintain integrations with other software.
HOW DO WE KEEP OUR HUBSPOT CONTACTS DATABASE RELEVANT AND UP TO DATE?
HOW ARE YOU MANAGING/REPORTING AROUND YOUR HUBSPOTCONTACT DATABASE?
…ON A DAILY, WEEKLY, MONTHLY BASIS?
NOW, IT’S TIME FOR ASTORY.
Dashboard >> Personas Example
Lists >> Criteria example
Contact Record >> Activity, Lead Score example
Workflow >> Contact automation example
TAKING ACTION3
• Product User Guides: Contacts + Lists (links are in each app)
• HubSpot Certification Training: Contacts + Lists
• Inbound Certification Training: Smarketing + Inbound Sales
• HubSpot Projects: Contact Re-Engagement + Life-Cycle
Stages + Lead Scoring + Subscriber Re-Engagement
• Workshop with your team on optimizing Contacts and Lists
GETTING STARTED WITH CONTACTS OPTIMIZATION + ACCERLATION
A list of all your customers
Every contact that has opened more than 3 emails
All of your leads who have filled out 2 forms or more
A list of all your customers who became customers between
April and June of 2015
All of your subscribers that found your site through social
TEAM WORKSHOP IDEA:‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’
CONTACTS APP TRAINING PAGE
LISTS APP TRAINING PAGE
SALES AND MARKETING ALIGNMENT TRAINING PAGE
INBOUND SALES TRAINING PAGE
HUBSPOT PROJECTS PAGE
THANK YOU.
@NickSalinbound