Episode 172: Sales workflows, clean lists, persona challenges, billboards

Written by HubShots | 14 September 2019

Welcome to Episode 172 of HubShots!

Welcome to HubShots - APAC's number 1 HubSpot focussed podcast - where we discuss HubSpot tips & tricks, new features, and strategies for growing your marketing results.

We hope you enjoy the podcast as much as HubSpot's CEO, Brian Halligan does.

This episode we chat through sales workflows, keeping contact lists clean, challenges with personas, plus advertising on billboards.

Listen to the episode here: https://soundcloud.com/hubshots/172-sales-workflows-clean-lists-persona-challenges-billboards

HubShots, the podcast for marketing managers and sales professionals who use HubSpot, hosted by Ian Jacob from Search & Be Found and Craig Bailey from XEN Systems.

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Recorded: Wednesday 04 September 2019 | Published: Saturday 14 September 2019

Shot 1: Inbound Thought of the Week

We are recording this on the start of Inbound, and since you are listening to this after Inbound there will be a bunch of new product announcements to go through.

With that in mind, we’re not going to focus on features this episode, instead we’re going to mainly focus on ways to use HubSpot to improve your business.

Love drinking coffee that’s kept at the right temperature. Thanks Ember mug! Listen to shot 7 in Episode 163 for more details:

https://hubshots.com/episode-163/

Shot 2: HubSpot Marketing Feature of the Week

Keeping your contact lists clean to improve email deliverability. It is important to segment your contacts.

To clean up your contact lists, use any of the following contact properties to get more context about their original source and why they're engaging with your business.

Create date
Last email date
Recent conversion date
Last form submission
Last email opened
Last email clicked
Last reply
Last date purchased
Last activity date

If your contacts are more than one year old, run a re-engagement campaign to confirm that they are still interested in your content and hearing from you. Also would be worth running them through NeverBounce as an additional check.

Did you know? A spam complaint rate of 0.1% on a single email is a red flag that will increase your chances of bouncing or landing in the spam folder.

https://knowledge.hubspot.com/articles/kcs_article/email/how-to-clean-up-your-contact-lists-to-improve-deliverability

Shot 3: HubSpot Sales Feature of the Week

Creating deals using workflows. As an example, you can create a deal when you get to a particular deal status.

Tip: think about what information you want in the deal specifically if sales are working on it.

https://knowledge.hubspot.com/articles/kcs_article/workflows/how-can-i-create-deals-with-a-workflow

Shot 4: HubSpot Gotcha of the Week

Associating deal activities. If you create them from a workflow they won’t have the associated activity to start. So be aware of this.

https://knowledge.hubspot.com/articles/kcs_article/contacts/associate-activities-with-records

Special shout out to Joy from HubSpot support.

Shot 5: Marketing Tip of the Week

Using Billboards

(in an Inboundy way of course)

What we take away from this:

If Brian did not live and work in San Francisco for a month he would not have had that revelation about billboards
He learned is that there are some clever ways to measure effectiveness.
He learned they need to keep them very simple.

https://medium.com/@bhalligan/hubspot-billboard-experiment-6898fe28319e

Shot 6: Insight of the Week

Mapping your personas to ad targeting

You can prepare your personas in a number of ways. Often they are based on roles or function (ie job titles or department), however they can also be approach based, as well as

For example, some clients use approach based personas eg

Innovator / Early Adopter
Collaborator
Analytical / Functionality

Etc

This is all fine in terms of preparing content and messaging. But can be challenging when preparing targeting for ad campaigns eg how do you target an innovator on Facebook?

These personas end up needing an extra level of mapping. And usually this needs to include titles and interests.

Some further reading:

https://www.interaction-design.org/literature/article/personas-why-and-how-you-should-use-them

https://marketoonist.com/2019/02/marketingpersonas.html

Shot 7: Podcast of the Week

2Bobs with David C Baker and Blair Enns

https://2bobs.com/

We love David C Baker:

https://www.davidcbaker.com/

Shot 8: Shoutouts of the Week

Glenn Miller from Lupo Digital

https://www.lupodigital.com/business-sales-and-marketing-growth

Zoe Palmer from Brand Chemistry:

https://www.brandchemistry.com.au/

Shot 9: Quote of the Week

Advice for modern marketers. Automate the buying process. Users are expecting you to automate their processes. They want a self-service experience with your company.

Brian Halligan

Shot 10: Bonus Links of the Week

https://conversionxl.com/blog/micro-funnels/

Tools to try

https://www.integromat.com/en/features

Please rate and leave us some feedback as this helps us improve and reach more marketers.

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