We had an awesome HubSpot Users Group event on the 18th. Two awesome presentations about email marketing and marketing automation. Enjoy the decks and put some of this to good use in your business.

1. #SLCHUG Good morning

2. #SLCHUG
Agenda
• Welcome
• Introductions & House Keeping w/ Doc
• Automation Strategies w/ Lauren
• Wake The Dead Workflow w/ Ian
• Q&A & Wrap-up

3. #SLCHUG
Decks Will Be Available
Recap Post Coming

4. #SLCHUG
READY?

5. #SLCHUG
Cool Stuff
• Welcome to the launch of SLC HUG
• Our goal and charter
• Volunteers encouraged

6. #SLCHUG
DARIN
BERNTSON
@iGoByDoc
Founder
Co-Leader SLCHUG

7. #SLCHUG
BRANDON
CARTER
@bscarter
Marcom Manager
HubSpot Customer
Co-Leader of SLCHUG

8. #SLCHUG
Roll Call
• First Event?
• HubSpot Users?
• HubSpot Partner Agencies?
• Awesome Guests?

9. #SLCHUG
Our Goals For SLCHUG
• Education
– Inbound in general
– Some HubSpot specific
• Who is this for?
– HubSpot Customers, Partners & Prospects
– Anyone who wants to sharpen Inbound skills

10. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 4 times a year
– Is there a demand for more?
• These events are for you
– We are not here to sell anyone
– This is a learning environment
– Let’s be “inbound” and be helpful to each other

11. #SLCHUG
May 26, 2016 - New Digs
The Inbound Organization
in 2016

12. #SLCHUG

13. #SLCHUG
Who Wants To Sit This Close?

14. #SLCHUG

15. #SLCHUG
Code:
HUGSaltLakeCity
for contest and
$50 Discount

16. #SLCHUG
Save The Date
Our Next SLCHUG Event
Thursday, October 27, 2016

17. #SLCHUG
Confirmed Presenter

18. #SLCHUG
SAVE 20%
SLCHUGdmc
Reg Price $350
Discounted Price
$280 SLCSEM Non-Members
Discount ends Aug 22 - 9PM
Purchase slcsem.org/dmc

19. #SLCHUG
NEXT UP
Lauren Mattos

20. #SLCHUG
LAUREN
MATTOS
@laurenmmattos
Lead Nurturing Marketing
Manager

21. Preparing for 2020: Building your automation
strategy
Lauren Mattos
Lauren Mattos

22. HI. I’M LAUREN.
@laurenmmattos
lmattos@hubspot.com
THIS IS BUSTER.

23. LET’S START…WITH A STAT

24. BY 2020…
85% of customers will manage relationships without ever
talking to a human.

26. • Marketing automation has seen the fastest growth of any CRM-
related segment in the last 5 years
• Nurtured leads make 47% bigger purchases than non-nurtured
leads
MORE STATS!

27. WHY ARE YOU TELLING US
THIS?
Because the time to start building out your automation
strategy is NOW. Don’t wait!

28. LET’S GET STARTED.

29. 1
WHY IS LEAD
NURTURING IMPORTANT
FOR MY BUSINESS?

30. LEAD NURTURING
The process of building relationships with prospects with the
goal of earning their business when they are ready.

31. NURTURING IS EXACTLY
WHAT IT SOUNDS LIKE –
HELPING SOMEONE GROW.

32. Lead nurturing is like dating. You have to spend time
establishing a relationship by building trust.
Source: Snapwire Snaps

33. 73%of all B2B leads are not sales-ready.
SOURCE: HUBSPOT ANNUAL REPORT, 2015

34. 63%of companies that are outgrowing their competitors
use marketing automation.
SOURCE: LEAD GENERATION MARKETING EFFECTIVENESS STUDY

35. EMAIL IS A VALUABLE WAY
TO COMMUNICATE WITH
YOUR LEADS.

36. …BUT IT CAN ALSO
BE ABUSED

37. “MOST MARKETING
AUTOMATION IS REALLY
EXPERIENCE DESIGN.”
-SCOTT BRINKER

38. You are creating a choose-your-own adventure that
dictates how your leads will interact with your brand.

39. 2HOW DO YOU DO
LEAD NURTURING?

40. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Learn how to build a great individual workflow

41. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Learn how to build a great individual workflow

42. 1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales
TRADITIONAL LEAD NURTURING

43. 1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales
SALES-FIRST LEAD NURTURING

44. 1. Convert Lead 2. Nurture 3. Pause 4. Try Again
LEAD NURTURING AS A GATEKEEPER

45. • How many leads do you get each month?
• Through which channels do you get generate those leads?
• Do you have a sales force? If so, how many reps do you have?
• What is your business model?
• How long is your sales cycle?
THE APPROACH YOU SELECT WILL
DEPEND ON SEVERAL FACTORS:

46. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Learn how to build a great individual workflow

47. WORKFLOWS
SEGMENT EMAIL

48. “Alice asked the Cheshire Cat, who was sitting in a tree,
“What road do I take?”
The cat asked, “Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat, “it really doesn’t matter, does it?”

49. • Attend a webinar
• Download and ebook, guide or offer
• Request a consultation
• View a case study
• Start a free trial
APPROPRIATE LEAD NURTURING
GOALS

50. YOU DON’T BUILD A HOUSE
WITHOUT A BLUEPRINT.
MAP YOUR WORKFLOW OUT
VISUALLY BEFORE YOU
START BUILDING.

51. HOW MANY EMAILS DO
YOU PLAN TO SEND?

52. HOW LONG WILL THE
DELAY BE BETWEEN
EACH EMAIL?

53. NURTURING EMAIL TYPES
ESTABLISH
TRUST
ADDITIONAL
DOWNLOADS
GOAL
ACTION
BREAKUP /
GOAL ACTION

54. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Learn how to build a great individual workflow

55. BEHAVIORAL EMAIL
Sending targeted emails to your contacts
based on their actions and behaviors.

56. BEST TACTICS TO IMPROVE EMAIL ENGAGEMENT

57. WHICH OF THE FOLLOWING PRACTICES ARE
PART OF YOUR EMAIL MARKETING EFFORTS?

58. 1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL

59. 1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL

60. EACH CHANNEL AND
EVENT IS A CHANCE TO
LISTEN TO USERS, LEARN
MORE ABOUT THEM, AND
START A CONVERSATION.

61. 1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL

62. BEHAVIOR IS THE CAUSE,
EMAIL IS THE RESULT
Behavior Email

63. • Lead submits form -> confirm download and link to content
• Lead views case study page -> send most popular case study
• Lead hasn’t viewed blog in 90+ days -> send email saying you
miss them and link to best blog posts.
• Lead views the pricing page -> send email asking for a call or fill
out a contact form
BEHAVIORAL EMAIL EXAMPLES

64. 1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL

65. TIMELY PERSONAL
ACTION - BASED
BEHAVIORAL
EMAIL

66. INTERNAL EMAIL
Letting your sales team know what’s up.

67. YOUR SALES TEAM IS A
CHANNEL

68. ✓ The trick is getting them involved at the
right moment.
✓ Leverage automation to alert sales reps
when leads have completed marketing
qualified or sales qualified events (i.e
visiting a pricing page, requesting a
demo, etc.).

69. WHAT DOES AN
EFFECTIVE LEAD
NURTURING STRATEGY
LOOK LIKE?
3

89. THANK YOU.

90. #SLCHUG
NEXT UP
Ian Shields

91. #SLCHUG
IAN
SHIELDS
@shields_word
Digital Marketing Manager

92. WAKE THE DEAD WORKFLOW
25% subscriber re-engagement with 3 emails
@shields_word in/iancshields

93. 1. TRENDS
2. WHY
3. DEFINE INACTIVE
4. GAME PLAN
5 .WORKFLOW
6. MEASURABLE
7. CALL TO ACTION

94. WE WATCH OLYMPICS LIKE WE READ EMAILS

95. The real truth is…
no one reads an email.
People read what interests them, and
sometimes it’s an email.

96. TOP 10 EMAIL CLIENTS
Lewkowicz, Kayla. Litmus, Mobile Back Up To 56% For July 2016 Email Market Share.

97. ENVIRONMENTAL GROWTH
Lewkowicz, Kayla. Litmus, Mobile Back Up To 56% For July 2016 Email Market Share.

98. #DirtyEmailTricks

99. #EmailMarketingTrend

100. 5 ways Gmail users can express,
“I don’t want this email,”
in order of severity:
1. Delete the selected email
2. Unsubscribe available through
Gmail’s native unsubscribe link
3. [NEW] Block like blocking someone
on FaceBook
4. Report spam and potentially damage
sender’s deliverability
5. Report phishing - condemn the
sender to the 8th Circle of Hell

101. WHY
Respect your subscribers. Help subscribers clear
their clutter and enjoy the unique magic of a tidy
inbox.
Email marketing databases naturally degrade by
about 22.5% every year.
Enable relevant content to be received by
maintaining a clean list of quality subscribers
Dead subscribers drag down deliverability, and
interfere with metrics and analysis.

102. INACTIVE SUBSCRIBERS > 180 DAYS
Last email
click date
Last email
open date
Last SF
activity date
NOT filled out
any form

103. GAME PLAN
There is opportunity to re-engage your inactive subscribers.
Segment, target, and count unengaged subscribers with a smart list.
The goal is engagement so measure clicks and NOT opens.
Continue to nurture re-engaged subscribers.

104. WORKFLOW
inactives #1 31 days click?
#2 30 days click?
yes
yes
yes
#3 3 days click?
Opt out
[x] Execute on business days only
[x] Execute during morning or afternoon
[x] Suppress customers, opportunities, sales qualified leads, team members, etc.
[x] When contact no longer meets the starting conditions, unenroll from workflow

106. EMAIL #1: WIN-BACK
Subject
{{contact.firstname}}, It’s been awhile
since...
Preview Text
Bring back that lovin’ feelin’. You now have
access the full document, TrustRadius
HireVue Product Report.
Purpose
Email is meant to re-engage inactive
subscribers, by offering an un-gated piece
of impartial product reviews.

108. EMAIL #2: PREFERENCE UPDATE
Subject
Some things change and some things stay
the same.
Preview Text
Choose to make your inbox work for you.
Help us help you.
Purpose
Email is intended to have subscribers
actively participate in cleaning their inbox.

110. EMAIL #3: RE-PERMISSION
Subject
Saying goodbye is never easy to do… So,
we thought we’d give you a chance to
rethink things.
Preview Text
Choose "Don’t Let Me Go" otherwise,
we’ll take you off our list in three business
days.
Purpose
Email is meant to receive permission
again from subscribers.

111. Measurable Success
email 1
win-back
email 2
preference
email 3
re-permission

112. 25.66%
conversion rate

113. CONTINUALLY TESTING
A/B tests are not possible with automated emails.
Email sender name variation:
HireVue Team <team@hirevuemail.com>
Ian from HireVue <ishields@hirevuemail.com>
Call-to-action text and button possibilities.

114. ADDITIONAL RESOURCES
1. Smart Insights, The best email statistics sources to benchmark...
2. HubSpot blog, The Email Campaign You Need to Clean Your List & Re-
Engage Subscribers.
3. Litmus blog, 3 Steps to Successful Subscriber Reengagement.
4. MarketingSherpa case study, Email Marketing: CNET win-back campaign
sees 8% subscriber re-engagement.

115. SEND BETTER EMAILS

117. SEND
BETTER
EMAIL

118. @shields_word in/iancshields

119. #SLCHUG#SLCHUG
Questions?

120. #SLCHUG
120
Search Engine
Optimization
Blogging &
Social Media
Lead Generation
Email &
Automation
Marketing
Analytics
Lead
Management

121. #SLCHUG#SLCHUG
Coming Soon
Webinars, Blog, & Podcast
Diving deeper into HubSpot tools
and Inbound Methodology,
and User Stories
Watch for eMail from Doc

122. #SLCHUG
Save The Date
Our Next SLCHUG Event
Thursday, October 27, 2016

123. #SLCHUG
Confirmed Presenter

124. #SLCHUG
SAVE 20%
SLCHUGdmc
Reg Price $350
Discounted Price
$280 SLCSEM Non-Members
Discount ends Aug 22 - 9PM
Purchase slcsem.org/dmc