Take your leads and convert them to customers with HubSpot3 and Brightfire's tips and tricks

1. Convert Leads to Customers
With HubSpot 3 Enterprise
Meghan Anderson - HubSpot Product Marketing Manager
Johnny Mone – Brightfire Director
© 2012 Brightfire Limited

2. Agenda
Introduction: Creating Marketing People Love
3 Top Things You Need in HubSpot3
How to nurture leads into customers
Q&A

3. create
marketing
people love

4. Content

5. Context

10. Top 3 things you need
Contacts Smart Lists Workflows
Smart Lists

11. CONTACTS: TIMELINE SEGMENTATION
Build highly specific
segments and deliver
more targeted marketing
messages
• Trigger actions
based on granular
lead behaviour
• Build
reports, trigger
nurturing
campaigns, individu
al emails, etc.

12. SMART LISTS
Automatic
segmentation
based on each
contact's
behaviour and
properties

13. WORKFLOWS
Smart Flows: Based not just on actions but on
persona and lifecycle stage
Smart Flows
Webhooks: Actions that occur on your site or other
marketing channels
Smart CTAs: Personalise and convert based on
previous behaviour

14. SMARTFLOWS Smart Flows
• Change the Lifecycle
Stage of a contact based
on their inclusion on a list
• Build an introductory
Smart Flow email
campaign
• Build a reengagement
Smart Flow email
campaign
• Increment a contact's
grade/score based on a
contact’s inclusion on a
list
http://help.hubspot.com/articles/How_To_Doc/how-
• Assign contacts a specific create-a-smart-flow
Persona property value

15. Example WEBHOOKS
Send SMS Alerts
• text a sales person when a hot lead returns to the pricing
page
Auto-follow
• auto-follow users who follow your account on Twitter
Trigger offers
• trigger a special on-site offer for qualified returning customers
Follow-up
• leave someone a voicemail saying their support ticket has
been received
Internal chat alerts
• send alerts to your company's internal chat stream that lets
employees know that something interesting/important has
happened

16. SMART CTAs
Personalise and convert
based on previous behaviour
Create dynamic segments
based on data and
behaviour.
Automatically shift your
CTAs to reflect the interests
of whoever is looking at
them.
A/B test your CTAs, find out
which messages increase
clicks and conversions.

17. NEXT STEPS
Now that you have joined the Gym
Time to get fit!

18. PLAN A CAMPAIGN

19. START WITH YOUR PERSONA
WHAT DOES SHE/HE
THINK?
WHAT DOES WHAT DOES
SHE/HE HEAR? SHE/HE SEE?
Name:
Persona:
WHAT DOES
SHE/HE
SAY & DO?
CUSTOMER PAIN CUSTOMER GAIN
SOURCE:BUSINESS MODEL GENERATION

20. MAP YOUR CONTENT TO THE MARKETING FUNNEL
1. Awareness
(e.g. white
paper, survey, ebook, infogra
phic, video) 2. Specific
Information Needs
(e.g. ‘How To’ Guide, Detailed
Review, Checklist)
3. Application to your
circumstances
(e.g.
Seminar, Webinar, Situation
Assessment)
Sales Ready Leads

21. CREATE GREAT OFFERS
Check out what CTAs and Landing Pages are performing best and use
these assets to support your lead nurturing campaigns

22. DESIGN YOUR WORKFLOW
workflow options
Manual Form Simple Behaviour
segmented based automated based
list workflow workflow workflow

23. BEHAVIOUR BASED AUTOMATION
Segment based on other than form submissions
For example:
 When a user visits your web page
 Clicks on a CTA
 Mentions a trigger word on Twitter
THIS IS ADVANCED MARKETING AUTOMATION

24. DESIGN YOUR BEHAVIOUR WORKFLOW 1
Based on their behaviour leads are automatically allocated into a
lead nurturing campaign
Lead Nurturing Lead Nurturing
Campaign 1 Campaign 2

25. DESIGN YOUR BEHAVIOUR WORKFLOW 2

26. ITS TIME TO SET UP YOUR CAMPAIGN RULES
Set up your trigger
rule.
Then its easy to add
additional steps to
drive your leads
down the marketing
funnel

27. CUSTOM SCORE YOUR LEADS
• White Paper 10 points
1
• How to Guide 20 points
2
• Webinar 50 points
3
Marketing Qualified Sale ready lead
Lead 80 points passes to Sales

28. INTEGRATE YOUR LEAD NURTURING CAMPAIGN
For maximum impact integrate your lead nurturing campaign with
other channels and CRM systems for close loop analytics
SOCIAL EMAIL CRM

29. SET YOUR GOAL
The goal of lead nurturing is to generate
customers not leads
So remember these 3 rules:
1. PACE
2. CONSISTENCY
3. TRANSPARENCY

30. BRIGHTFIRE HUBSPOT
Twitter: Twitter:
@brightfireview @HubSpot
Blog: Blog:
brightfire.co.uk/blog blog.hubspot.com
Web: Web:
www.brightfire.co.uk www.hubspot.com
johnny.mone@brightfire.co.uk manderson@hubspot.com