If you’re already using HubSpot, then you know that marketing automation is an indispensable tool for executing your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential. In this presentation, Mike Lieberman, CEO and Chief Inbound Scientist at Square 2 Marketing (a HubSpot Diamond Partner Agency), reveals various hacks for getting better results out of your HubSpot software.

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Mike Lieberman
CEO, Chief Inbound Scientist,
Square 2 Marketing
@Mike2Marketing @Square2
MARKETING AUTOMATION HACKS:
HUBSPOT
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

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Meet the Expert
Street Cred:
• Largest Inbound Agency
• HubSpot’s Largest Partner
• The First Diamond Partner
• Over 120 HubSpot clients
• Over 100 Inbound client
engagements
Mike Lieberman
Square 2 Marketing

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Fair WARNING!
Hacks To Improve RESULTS!
• We have a saying at Square 2
Marketing
• Results Start With ME!
• How to get more leads, better leads,
more efficiently run inbound programs
using HubSpot.
• Technical Support NOT included!
Mike Lieberman
Square 2 Marketing

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Let’s get Hacking

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Agenda
• Strategy Before Tactics – 1 Hack
• Inbound Marketing Planning and Goal Setting – 1 Hack
• Improving The Visitor Experience – 3 Hack
• Drive More Middle of the Funnel Leads – 1 Hack
• Using Social Media – 1 Hack
• Responding and working in a more agile way – 1 Hack
• Tracking Progress – 1 Hacks
• Questions

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Strategy Before Tactics - Hack #1
If You Don’t Have Anything Interesting To Say, Don’t Spend Any
Money On Marketing
• What stories are you telling?
• What makes your business remarkable?
• How are you emotionally connecting with your prospects

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Strategy Before Tactics - Hack #1

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Plan All Aspects of
your Inbound
Campaign - Hack #2
• Search drives, content, which drives web,
which drives social, which drives email,
which drives video and all your other
tactics
• Now you can tie them all together with
HubSpot
• Set goals and track towards target
performance realization
Additional info
Screenshot here

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Improving The Visitor Experience - Hack #3
Creating a more elegant SEARCH feature on your site
• HubSpot's default search functionality isn’t great.
• When you do a search using HubSpot it takes you off the site to google.com for
search results.
• You never want someone leaving your site.
• Instead use google custom search and integrate it into your HubSpot site so it looks
good and visitors never leave your site.

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Improving The Visitor Experience - Hack #4
Build a Simple Database in HubSpot Using Google Sheets
• This example uses google sheets to house all the data and integrates it directly into your
HubSpot pages.
• This makes it very easy to update and its best used in situations where lots and lots of data
is needed on a page
• It would make it difficult to build using other methods because the amount of data would be
to much for HubSpot’s editor interface to handle.
• Data resides on HubSpot not in a third party tool, so it’s 100% searchable

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Improve The Visitor Experience - Hack #5
Customizing HubSpot Notification Forms
• If you have long forms or forms that you need to print HubSpots default form notifications
can be difficult to view
• Or cause forms to prints onto several pages instead of just one.
• Using a workflow and custom email template you can easily customize your form
notifications.

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Improve The Visitor
Experience - Hack #5
Standard Form Display, client wanted the
form to print on one page

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Improve The Visitor
Experience - Hack #5
Customized HubSpot Notification Forms
buy using a custom email template and
workflows

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Create Middle of the Funnel Offers - Hack #6
Use HubSpot To Create Multi-Part Quizzes and Calculators To Drive Conversions
• Normally to build a quiz or calculator you have to use to use a 3rd party tool or system like
qzzr or separate wordpress site and integrate the results back into HubSpot.
• Using some modern programming techniques you can have your cake and eat it to building
multi part quizzes and calculators all on HubSpot without needing a 3rd party system.
• All copy is resident in the COS so it’s also 100% searchable

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Create Middle
of the Funnel
Offers - Hack
#6
• Interactive offers like quizzes and
assessments typically drive more
qualified leads
• They deliver more prospect
information including detailed data on
current operations, personal finance,
business goals and stage in buying
process.
• Typical conversion rates on offers like
this is 30% to 50% of offer views.

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Increasing Visitors
and Leads with
Social Media -
Hack #7
Use the Social Media Monitoring
Tool to get involved in social media
conversations
• Forward leads to sales reps
• Engage with prospects
• Share content proactively

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Working In A More Agile Way - Hack #8
• Today marketing is a complex and creative challenge, software
development is also a complex and creative challenge
• You want to cycle faster
• You want to create action plans based on data
• You want a prioritization methodology
• You want to get more done faster (done is better than perfect)
• Apply the best practices from Lean, Agile and Scrum Methodologies

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Working In A More Agile Way - Hack #8
Analyze!
Review!
Respond!
Act!

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Working In A More Agile Way - Hack #8
• Analyze performance data
• Regular reporting daily, weekly,
monthly
• Content, visitors, conversions,
sources and funnel analytics
Analyze!
Review!
Respond!
Act!

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Working In A More Agile Way - Hack #8
• Performance vs. last month
• Performance vs. same month
last year
• Performance vs. 3 month
rolling average
• Performance vs. benchmarked
expectations
Analyze!
Review!
Respond!
Act!

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Working In A More Agile Way - Hack #8
• 30 day action plan
• Collaborate with content, interactive
or marketing resources
• Establish new performance
expectations and metrics
• Prioritization based on what takes
the least amount of time and
what adds the biggest impact on
results
Analyze!
Review!
Respond!
Act!

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Working In A More Agile Way - Hack #8
• Implement the new action plan
• Weekly Sprints
• Lean development and delivery
Analyze!
Review!
Respond!
Act!

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Responding To Data In Real-Time - Hack #9
• Use the HubSpot iPhone or Android App to Monitor Performance in Real-
Time
• Adjust strategy based on actual performance
• Move levers to drive more visitors – guest blogging
• Move levers to drive more leads – content publication or page optimization
• Create more timely content based on prospect behaviors

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Responding To Data
In Real-Time - Hack
#8
• Impact visitors and leads
tomorrow instead of in 60 days
• Compare this month vs. last
month for continuous
improvement
• Compare this month vs, same
month last year to show
improvement year over year and
factor in seasonality
• Compare this month vs. rolling
three months to smooth out
anomalies impacting performance

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Inbound: The Blog – The Secrets To Click To Close Marketing
http://www.square2marketing.com/blog
Resources

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QUESTION TIME!
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
hub.uberflip.com
Mike Lieberman
CEO, Chief Inbound Scientist
Square 2 Marketing
@Mike2Marketing @Squaer2

39. FindouthowBookerdecreasedtheir
costperleadby71% withcontent.
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