Top 5 Tactics To Implement ASAP in your Hubspot Marketing Automation
Sep 14, 2021
Whether you’ve had Hubspot up and running for the last few years, you just signed up last week, or you're thinking about leveraging a marketing automation platform, here are five of our favorite campaigns, workflows, and automations to turbocharge your marketing.
1. Killer Email Intro Drip
Lifecycle Stage: Lead
Explicitly educate your prospects about your positioning (who you serve and why) and key differentiators. Define the key content that a new user needs to know about your organization, split the content into a 3-5 email drip triggered by a lead score or form-fill, and start delivering valuable content to your audience!
2. Reengagement Email Campaign
Lifecycle Stage: Lead
Hubspot (and most Marketing Automation platforms) have an automatic segmentation trigger that moves unengaged or low-engagement users out of regular email sends. Build a 3-5 email drip to re-engage users and explicitly ask for an opt-out. Don’t keep diluting your engagement stats with people who are finding no value.
An alternative is to move unengaged contacts out of Hubspot (set them as a non-marketing contact) and use a different email program (like Campaign Monitor or MailChimp) to reengage them. This is a great way to test if your email sending reputation is degrading. If you suddenly see a 20% open rate among users that haven’t opened in a year, chances are that the emails haven’t been getting through.
3. Content Marketing Follow-Up
Lifecycle Stage: SQL
A great way to inject marketing communications is in the middle of the sales process! Often a Sales Qualified Lead is in conversations with other vendors and may have skipped the nurturing communications that are implemented in the Lead and MQL stages. Build a few email templates for the sales team to trigger following a sales call or demo with a library of great content marketing (They Ask You Answer) to reinforce the questions and concerns raised in the conversation. It may be helpful to pre-build in 10 - 20 resource links and allow the salesperson to delete the resources that do not apply to create a path of least resistance.
4. Lead Scoring Setup
Lifecycle Stage: MQL
Many companies lack a Marketing Qualified Lead stage and have no marketing activities set to convert Leads to MQLs. Setup your lead scoring system to dynamically (automatically) filter leads based on behavior that shows interest into the MQL stage. Don’t stop at defining the attributes that move a lead into an MQL, it’s also critical to define how MQLs fall back to the lead stage if they don’t take the next step forward. We normally accomplish this fall-back with a time decay trigger that decays a lead score by half after a certain amount of time (typically the length of the sales cycle).
5. 1-Year Anniversary
Lifecycle Stage: Customer
Leverage an NPS (Net Promoter Score) survey at a key milestone like a 1-year anniversary (Hurray, it’s our 1-Year Anniversary Together). The goal of this campaign is to transform Customers into Evangelists. Leverage great customer quotes and feedback scores to feed social content, local search, and directory listings. You can also leverage this process to identify case study content or quotes to include in your sales presentations.