Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Nick Sal - Chaos Under Control

269 visualizaciones

Publicado el

Has your contacts database ballooned into a sprawling, overwhelming mess? Are you feeling the itch to ditch any contact that’s not already in a nurturing workflow or sales conversation?
Before you launch into a deleting spree, hold on. You worked hard for those contacts. A messy database is a sign you’re doing something right.
At HubSpot, Nick Sal literally taught the class on contacts and list segmentation. Now as the leader of one of HubSpot’s top agency partners, he will show you how to bring order to your chaotic contacts database, resulting in more relevant emails, fewer unsubscribes, greater customer retention, and more revenue from deals with your contacts.
With real stories from real businesses, Nick will show you how to find the best engagement strategy for each of your contacts, using tactics like buyer personas, lifecycle stages, and lead scoring. He will teach you to slice and dice your contacts database like an inbound pro, keeping it clean, organized, and up-to-date.

Publicado en: Empresariales
  • Inicia sesión para ver los comentarios

Nick Sal - Chaos Under Control

  1. 1. bit.ly/contactchaos #INBOUND16 CHAOS UNDER CONTROL How to Organize a Messy Contacts Database to Market More Effectively Nick Sal Director of Client Services at Innovative Marketing Resources
  2. 2. bit.ly/contactchaos #INBOUND16 Nick Salvatoriello HubSpotting for 5+ years @NickSalinbound www.imrcorp.com
  3. 3. bit.ly/contactchaos #INBOUND16 Here’s why you’re probably here…
  4. 4. bit.ly/contactchaos #INBOUND16 Don’t worry! The cavalry is here.
  5. 5. bit.ly/contactchaos #INBOUND16 More contacts in an optimized database More opportunities to close = =
  6. 6. bit.ly/contactchaos #INBOUND16 A database that is optimized for inbound marketing is one where every contact is valued and qualified. What do we mean by valued + qualified?
  7. 7. bit.ly/contactchaos #INBOUND16 As inbound marketers, we believe every contact should be valued…
  8. 8. bit.ly/contactchaos #INBOUND16 “Every person in your database has value; you need to determine what that value is.” -Mike Volpe Angel Investor and former HubSpot CMO
  9. 9. bit.ly/contactchaos #INBOUND16 Qualified means every contact has a next step they are a good fit to take
  10. 10. bit.ly/contactchaos #INBOUND16 Fans Leads Customers Churned Contacts “Chaotic” Contacts EVERY CONTACT NEEDS A NEXT STEP Subscribe, like, comment, share Nurture, score, pass to sales Upsell, cross-sell, review, refer Suppress, cleanse, remove Re-engage, re-qualify, reduce
  11. 11. bit.ly/contactchaos #INBOUND16 WOULD YOU LIKE TO SEE HOW THIS IS DONE?
  12. 12. bit.ly/contactchaos #INBOUND16 1. Clean up lists and contact properties 2. Score your contacts 3. Build re-engagement campaigns 4. Relinquish contacts at the right time 5. Set up systems to prevent chaos 6. Execute action plan and access resource kit OUR BLUEPRINT FOR GETTING YOU THERE
  13. 13. bit.ly/contactchaos #INBOUND16 1 CLEAN UP CHAOTIC LISTS AND PROPERTIES
  14. 14. bit.ly/contactchaos #INBOUND16 “Most customers come to us with lists that have little organization or label method. So, it’s hard for them to know which lists to focus on when they login.” -Gabriela Antunes, @IMRCorp
  15. 15. bit.ly/contactchaos #INBOUND16 “The #1 warning sign? Redundant contact properties. If there are a lot of redundant contact properties, there are bound to be problems.” -Kevin Jorgensen, @IMRCorp
  16. 16. bit.ly/contactchaos #INBOUND16 WARNING! If you do not have any buyer persona research, that must be done and available before going any further.
  17. 17. bit.ly/contactchaos #INBOUND16 CASE STUDY: SOFTWARE & EMPLOYEE FAMILY CARE INDUSTRY Problem: No clear persona profile in place to guide what contact data or list segments to focus on tracking. Solution: Conducted formal persona research and created a clear persona profile. Result: Received buy-in on data to track from sales and product teams.
  18. 18. bit.ly/contactchaos #INBOUND16 “If you don’t provide your sales team insights from your target audience, you won’t have their buy- in when standardizing shared data.” -Heidi Erdman Director of Sales and Marketing, Care@Work by Care.com
  19. 19. bit.ly/contactchaos #INBOUND16 OBJECTIVE Clean up your lists and contact properties
  20. 20. bit.ly/contactchaos #INBOUND16  Organize lists into folders  Delete auto-generated lists from imports  Adopt a specific, consistent naming system  Delete unused lists, not used in workflows or emails TECHNIQUES FOR LIST CLEAN UP
  21. 21. bit.ly/contactchaos #INBOUND16 CASE STUDY: PRIVATE BOARDING SCHOOL Problem: Client portal had over 72 uncategorized lists and was time consuming to sort through. Solution: Created 12 separate folders. Result: Easy access to lists client needed for different inbound activities, such as content offers and events.
  22. 22. bit.ly/contactchaos #INBOUND16  De-dupe contact properties.  Map out contact properties and delete unused ones.  Move single-line text fields to drop-down select. Example: using ranges vs. open-ended questions TECHNIQUES FOR CLEANING UP CONTACT PROPERTIES
  23. 23. bit.ly/contactchaos #INBOUND16 Case study: Care@Work by Care.com Problem: 5,805 different titles in database, ranging from 2nd Vice President, Total Rewards to Zoologist. Solution: Added new Role and Job Function dropdown form fields for more reliable segmenting, scoring and reporting.
  24. 24. bit.ly/contactchaos #INBOUND16 “When we implement lead scoring, drop down fields are going to make scoring our audience foolproof.” -Jessica Marble Marketing Manager, Care@Work by Care.com
  25. 25. bit.ly/contactchaos #INBOUND16 “Every marketer faces a trade off with data. How exact do you really have to be? At some point you have to let some things go in the name of making the data clean and reliable for long term success.” -Heidi Erdman Director of Sales and Marketing, Care@Work by Care.com
  26. 26. bit.ly/contactchaos #INBOUND16 NOW WHAT?
  27. 27. bit.ly/contactchaos #INBOUND16 2 UNCOVER HIDDEN GEMS BY SCORING YOUR CONTACTS
  28. 28. bit.ly/contactchaos #INBOUND16 “When I looked at my contacts, I just didn’t know where to focus. Who is worth my time? Who is actually interested in what I have to offer? How do I know who in there is the highest priority?” -Dan Fisher, Menemsha Group
  29. 29. bit.ly/contactchaos #INBOUND16 Problem: A database full of unqualified contacts with no prioritization strategy. Solution: Implemented HubSpot scoring. Result: Uncovered 42 highly- qualified leads ready for sales engagement! CASE STUDY: IT STAFFING INDUSTRY
  30. 30. bit.ly/contactchaos #INBOUND16 OBJECTIVE Implement Lead Scoring (a.k.a. “HubSpot Score”) in HubSpot
  31. 31. bit.ly/contactchaos #INBOUND16 Interview your sales team for their qualification criteria Complete a lead scoring worksheet to track properties and point values Set point thresholds, create workflows, and lead notifications in HubSpot Interview Worksheet Implementation
  32. 32. bit.ly/contactchaos #INBOUND16 An initial interview with your sales team will trigger their thinking about criteria for most sales-ready leads. InterviewInterview Worksheet Implementation
  33. 33. bit.ly/contactchaos #INBOUND16 Build scoring criteria using our worksheet: bit.ly/contactchaos Interview Worksheet Implementation
  34. 34. bit.ly/contactchaos #INBOUND16 Interview Worksheet Implementation
  35. 35. bit.ly/contactchaos #INBOUND16 Interview Worksheet Implementation Is this person a good fit for your company’s services? TRAITS TO CONSIDER: • Industry • Employee headcount • Role • Budget • Location Does this person show interest in you? BEHAVIORS TO CONSIDER: • Page visit # • Specific page views • Email opens & clicks • Form submissions • Recent sales activities
  36. 36. bit.ly/contactchaos #INBOUND16 Step 1: Set up scoring criteria in HubSpot using your worksheet. Interview Worksheet Implementation
  37. 37. bit.ly/contactchaos #INBOUND16 Step 2: Determine your lifecycle stage point thresholds. How many points qualify an MQL? SQL? Interview Worksheet Implementation
  38. 38. bit.ly/contactchaos #INBOUND16 FREE RESOURCES TO HELP YOU EXECUTE ON THIS ACTION ITEM Assets in our resource kit to help you: • Lead Scoring Tutorial • Lead Scoring Worksheet • Lead Scoring Required Reading Resource Kit
  39. 39. bit.ly/contactchaos #INBOUND16 NOW THAT WE’VE SCORED EVERY CONTACT WE CAN, WHAT CAN WE DO TO ENGAGE OUR “CHAOTIC” CONTACTS?
  40. 40. bit.ly/contactchaos #INBOUND16 3 RE-ENGAGE THE REST OF THE CHAOTIC CONTACT LIST
  41. 41. bit.ly/contactchaos #INBOUND16 “Clients struggle with keeping in touch with their contacts. 80-90% of our clients come to us with a database full of cold leads and no ongoing campaigns. Total chaos.” -Ross Simons, @IMRCorp
  42. 42. bit.ly/contactchaos #INBOUND16 CASE STUDY: TRANSPORTATION/LOGSITICS COMPANY Problem: A quiet database. New leads received ~3 emails over 3 weeks in a sales cycle that spans years. Solution: Send targeted, segmented emails. Result: Every new content launch has a 15% CTOR and +35% submission rate.
  43. 43. bit.ly/contactchaos #INBOUND16 OBJECTIVE Create a campaign in HubSpot to re-engage your “chaotic contact” bucket
  44. 44. bit.ly/contactchaos #INBOUND16 There are three steps to creating this campaign. SEGMENT STRATEGY LAUNCH
  45. 45. bit.ly/contactchaos #INBOUND16 Segment contacts into 3 lists: 1. High-potential / high touch 2. Medium-potential / medium touch 3. Low-potential / low touch SEGMENT STARTEGY LAUNCH
  46. 46. bit.ly/contactchaos #INBOUND16 • Prioritize • Email/call • Offer your time or another high- value offer What should you do with high-score contacts? • May need more data • Thoughtful, segmented email • Offer your best content What should you do with medium-score contacts? • Play curious… • Send “top blogs” email • CTA = Share feedback/update email preferences • Are they fans? What should you do with low-score contacts?
  47. 47. bit.ly/contactchaos #INBOUND16 Strategy Use 2 assets for email re-engagement campaigns: 1. Email campaign brief – who it’s for, their pain points, and how this campaign will help. 2. Email purpose map – specific value proposition for each campaign piece. SEGMENT STRATEGY LAUNCH
  48. 48. bit.ly/contactchaos #INBOUND16 This process is straightforward: 1. Create your offers and email copy 2. Set that content up in HubSpot 3. Create segmented lists in HubSpot 4. Launch emails SEGMENT STRATEGY LAUNCH
  49. 49. bit.ly/contactchaos #INBOUND16 SEGMENT STRATEGY LAUNCH
  50. 50. bit.ly/contactchaos #INBOUND16 FREE RESOURCES TO HELP YOU EXECUTE ON THIS ACTION ITEM Assets in our resource kit: • Re-engagement campaign brief • Email strategy template • Email subject line formula templates Resource Kit
  51. 51. bit.ly/contactchaos #INBOUND16 SO NOW THAT WE HAVE ATTEMPTED TO RE-ENGAGE, WHAT DO WE DO WITH THE CONTACTS THAT ARE STILL COLD?
  52. 52. bit.ly/contactchaos #INBOUND16 4 RELINQUISH UN-ENGAGED CONTACTS TO THE CHAOS
  53. 53. bit.ly/contactchaos #INBOUND16 “I’m way over my contact tier cap. I’m going to see my HubSpot subscription costs increase if I don’t delete contacts. But how do I choose which ones to delete?” -Jesse Hartman, The Wellness Institute
  54. 54. bit.ly/contactchaos #INBOUND16 CASE STUDY: GRADUATE-LEVEL TRAINING PROGRAM Problem: Unprofitable leads from contact bloat and list purchases. Solution: Created a deletion list that cleared out +29,000 contacts. Result: Saved $250/month in HubSpot subscription costs
  55. 55. bit.ly/contactchaos #INBOUND16 OBJECTIVE Build a deletion list in HubSpot
  56. 56. bit.ly/contactchaos #INBOUND16 WARNING! DO NOT delete contacts just to save a couple of bucks unless you are sure they cannot bring a greater value.
  57. 57. bit.ly/contactchaos #INBOUND16 Has not viewed page in more than 26 weeks -AND- Has not opened > 1 email -AND- Last email send date within 3 months -AND- Is not a customer or SQL Criteria 1 - No site visits
  58. 58. bit.ly/contactchaos #INBOUND16 Has previously hard bounced any email send -AND- Is not a customer or SQL (These leads aren’t worth your time. They won’t receive your emails.) Criteria 2 - Can’t email
  59. 59. bit.ly/contactchaos #INBOUND16 Has received at least +3 emails -AND- Has not opened one email -AND- Is not a customer or SQL (These leads don’t care about your emails.) Criteria 3 - Not opening
  60. 60. bit.ly/contactchaos #INBOUND16 Original Sources = Offline, Paid -AND- Has not viewed a single page -AND- Is not a customer or sales- qualified lead (These purchased leads have shown no behavior that indicates interest.) Criteria 4 - Strangers…
  61. 61. bit.ly/contactchaos #INBOUND16 Tweak numbers and criteria to fit your unique situation.
  62. 62. bit.ly/contactchaos #INBOUND16 FREE RESOURCES TO HELP YOU EXECUTE ON THIS ACTION ITEM Assets in our resource kit: • Contact list deletion template • 10 strategies for identifying unprofitable leads. Resource Kit
  63. 63. bit.ly/contactchaos #INBOUND16 LET’S RECAP…
  64. 64. bit.ly/contactchaos #INBOUND16 YOU’RE HERE BECAUSE… Your contact database is out of control.
  65. 65. bit.ly/contactchaos #INBOUND16 AFTER YOU FOLLOW THE STEPS IN THIS PLAN… • You will know which contacts are qualified for which activities • Your database will be filled with contacts that feel valued • Your contact database will be under control
  66. 66. bit.ly/contactchaos #INBOUND16 BUT, IS THIS ONLY TEMPORARY? Will your anxiety return in a year? In 6 months? In 3 Months? How long before your contact database is out of control again?
  67. 67. bit.ly/contactchaos #INBOUND16 I SAY, NEVER AGAIN! HERE’S HOW
  68. 68. bit.ly/contactchaos #INBOUND16 5 PERMANENTLY STOP THE CHAOS FROM RETURNING
  69. 69. bit.ly/contactchaos #INBOUND16 “The best way to maintain an optimized database is simple: keep in touch with your contacts and keep your data clean.” -Mark Greco, HubSpot Inc.
  70. 70. bit.ly/contactchaos #INBOUND16 CASE STUDY: The Wellness Institute Problem: No process for maintaining constant communication with contacts. Solution: Grew blog subscribers 600% in one year and built recurring workflows.
  71. 71. bit.ly/contactchaos #INBOUND16 OBJECTIVE Ensure consistent and ongoing communication.
  72. 72. bit.ly/contactchaos #INBOUND16 HERE ARE SOME IDEAS…
  73. 73. bit.ly/contactchaos #INBOUND16  Get all contacts subscribed to your blog  Send your customers a newsletter  Launch all new premium content offers with a promotional email  Gently nurture contacts with a slow drip of content “greatest hits” ONGOING CONTACT ENGAGEMENT TIPS
  74. 74. bit.ly/contactchaos #INBOUND16 1. “Hey, it’s the ____ marketing team. We noticed you read X case study, so we’re attaching two other case studies here for you.” 1. “Hey, it’s the ____ marketing team. We noticed you were looking at our features page, so here’s a comparison table for all of our models.” SET UP BEHAVIORAL EMAIL WORKFLOWS
  75. 75. bit.ly/contactchaos #INBOUND16 FREE RESOURCE TO HELP YOU EXECUTE ON THIS ACTION ITEM Assets to help you with this action item: • Ebook of 25 actionable tips for growing blog subscribers, the easiest way to maintain in contact with leads, customers and fans. Resource Kit
  76. 76. bit.ly/contactchaos #INBOUND16 OBJECTIVE Perform regular “house cleaning” activities on your contact database.
  77. 77. bit.ly/contactchaos #INBOUND16  Test CRM integration  Review lead scoring  Set up progressive profiling on forms  Perform quarterly de-duplification of contact properties  Schedule a bi-annual list purge party DATABASE CLEANLINESS TECHNIQUES
  78. 78. bit.ly/contactchaos #INBOUND16 6 GRAB YOUR 7-STEP ACTION PLAN AND RESOURCE KIT
  79. 79. bit.ly/contactchaos #INBOUND16 1. Clean up unused contact lists. 2. De-dupe and simplify your contact properties. 3. Complete lead scoring worksheet. 4. Create re-engagement campaigns. 5. Clear out unqualified, unprofitable leads. 6. Set up advanced email marketing. 7. Perform regular database “house cleaning.” YOUR 7 STEP ACTION PLAN
  80. 80. bit.ly/contactchaos #INBOUND16  Lead Scoring Tutorial and Scoring Worksheet  Contact list deletion template  Email campaign brief and purpose map  A checklist of relevant HubSpots Projects to try  Subject line formula book  eBook of 25 actionable tips to grow your blog subscriber base  A copy of this recorded presentation  Two follow-up sessions of office hours/status review sessions FREE RESOURCES KIT, INCLUDING:
  81. 81. bit.ly/contactchaos #INBOUND16 THERE’S A CONTACT, UNLOVED, UNCARED FOR, LIKE MOLLY HERE. NO LISTS TO CALL HER HOME, NO SEGMENT SHE FEELS A PART OF. JUST WAITING FOR SOMEONE LIKE YOU, TO QUALIFY HER, TO EMAIL HER, TO SHOW HER YOU CARE.
  82. 82. bit.ly/contactchaos #INBOUND16 QUESTIONS? GRAB YOUR PLAN AND RESOURCES NOW AT BIT.LY/CONTACTCHAOS SHOUT OUTS? MENTION @IMRCORP

×