Contacts Database Optimization Strategy Professor: Nick Salvatoriello, @HubSpotAcademy
#Buffalo HUG 6.10.15
HubSpot User Group Discussion:
FIRST, 3 VOLUNTEERS TO SHARE:
• What’s your name, title, organization? • How long have you been using HubSpot? • Who do you market to? Ideal contact? • What’s your favorite Contacts App
feature? • What’s your favorite list you have?
We must turn our contacts into believers that they are the unique person to which our communication
is targeted. We must see their context.
Lists are the different ways that we break up our contacts into smaller segments based on their
similarities.
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Segmentation allows you to send the right people the right message at the right time
A contact is anybody your company engages with, markets to, sells to, partners with, or employs.
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CONTACT INTELLIGENCE
Your HubSpot’s Contacts APP is the back end "context" system that stores details from every touch point with your leads, then makes that data available in every other tool.
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What prospects tell us about themselves is only the surface of what we can find out.
Identify your qualification criteria for each “bucket list” your contacts flow into. Build custom contact properties that match unique criteria.
Utilize buyer personas, lifecycle stages and lead scoring to determine each contact’s engagement strategy
Make sure your contact database is always up to date (integrate/import, analyze, optimize).
BEST PRACTICES FOR MANAGING CONTACTS
Make sure your HubSpot knows everybody you know, and you have your sources of new contacts are controlled and managed well.
1 Import a spreadsheet
2 Add them manually
3 Build a HubSpot landing page
4 Put a HubSpot form on an external page
5 Use the Contacts API
HOW DO WE GET CONTACTS INTO HUBSPOT?
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For your leads, understand the qualification and sales process to identify the “green lights” and “red flags” when
considering engagement
1 What are the unique qualities or properties your sales team
listens for in the qualification process?
2 What do you already know about the data that goes into your
typical buyers’ purchasing decisions?
3 What information would help you market to your prospects
more effectively?
CREATE CUSTOM CONTACT PROPERTIES
• Why people want to use your product or service?
• What will it help them accomplish?
• Do you have multiple offerings or tiers? How would you know which is
right for them?
• Do they currently use other products or services in your industry or
space? • What challenges might they face in implementing or using your product
or service?
LEADS - What properties would we create to identify:
• Import/maintain business leads, customers and employees.
• Include all business contacts.
• Track contacts as they close as customers.
• Remove contacts that are no longer engaged.
• Merge duplicate contacts.
• Automate updates with Workflows App
• Set up and maintain integrations with other software.
HOW DO WE KEEP HUBSPOT CONTACTS UP TO DATE?
NAMES SHOULD BE MEANINGFUL AND DESCRIPTIVE We should be able to tell who is on the list based on the title
CLOSED-LOOP MARKETING
4. Closed-loop data to analyze
1. Contact info and status updates
2. Increase Sales ROI
3. Feedback on how leads translate into customers
MARKETING SALES
HOW ARE YOU MANAGING/ANALYZING/REPORTING AROUND YOUR CONTACT DATABASE? …ON A DAILY, WEEKLY, MONTHLY BASIS?
• User Guides: Contacts, Lists (links in app)
• HubSpot Certification Training: Contacts, Lists
• Inbound Certification Training: Smarketing, Inbound Sales
• HubSpot Projects: Contact Re-Engagement, Life-Cycle
Stages, Lead Scoring, Subscriber Re-Engagement
• Workshop with your team on optimizing contacts and lists
GETTING STARTED WITH OPTIMIZATION
1 A list of all your customers.
2 Every person in your portal that has opened more than 3
emails.
3 All of your leads who have also filled out more than 2 forms.
4 A list of all your customers who became customers between
April and June of 2015
5 All of your leads that found your website through Social Media
TEAM WORKSHOP IDEA: ‘FIRST TEAM TO BUILD THESE SMART LISTS WINS’