This months event we had two great presentations. One from David Malmborg all about GTM, and one from Cameron Evans on HubSpot email. Also, Brandon Carter touched on some GDPR information you need to be aware of.
8. #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
9. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 1 Main Event Per Quarter
– Additional Workshops + Intensives tbd
– 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
Save The Date
Our Next Workshop Event
Thursday, May 24, 2018
Topic: Trailblazing Your Content Strategy
Location: 50 West
Breakfast Event
All Event Dates onSLCHUG Home Page
120 Person
Limit.
RSVP
Today!
12. #SLCHUG
Save The Date
Our Next Workshop Event
Thursday, May 24, 2018
Topic: Pillar Content Creation
Location: 50 West
Breakfast Event
All Event Dates onSLCHUG Home Page
125 Person
Limit.
RSVP
Today!
28. Frameworks,
Measurement Plans, and
Data Collection
David Malmborg
Director of Marketing Intelligence, UDS
SLC HubSpot User Group, 4-26-2108
29. David Malmborg - #SLCHUG April 2018
• Director of Marketing
Intelligence at UDS
• Past President of SLCSEM
• History in High-tech B2B
Marketing
• Really like Marketing
Operations
• Once considered myself
an SEO
Why do companies struggle to
understand the difference
between campaigns and
strategies?
30. Marketing Strategy vs. Campaign
Marketing Strategy = Game PlanCampaign = Individual Play
31. David Malmborg - #SLCHUG April 2018
Quick Ways to Identify a Campaign
• Expiration Date
• Set Budget
• A Landing Page
• Target Audience
• A certain problem
• Solution or service offerings
Campaigns have specific details. That won’t be in a Strategy.
34. David Malmborg - #SLCHUG April 2018
Why Does Your Website Exist?
• Objectives
Take the broadest parameters on why your website exists. What are you trying to achieve?
• Goals
Add SMART goals to each objective. Each objective could be have multiple goals.
A resource for the community Promote Annual ConferenceEvent Registration
SLCSEM - Your Main Company Objectives.
Be a marketing education and networking resources for Utah digital marketers.
Source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
35. David Malmborg - #SLCHUG April 2018
Objective’s > Goals > KPIs
SLCSEM - Your Main Company Objectives.
Be a marketing education and networking resources for Utah digital marketers.
A resource for the community Promote Annual ConferenceEvent registration
Build an engaging community of
marketers.
Sale tickets to our Annual
Conference
Get more marketers to our
monthly events
Build our email list
Slack Users
Job board
postings
Avg.
Attendees
Tickets
Sold
# of Emails
Email
Deliverable
rate
Conversion
Rate
New/
Returning
New/
Returning
36. David Malmborg - #SLCHUG April 2018
KPIs, Targets, and Metrics
SLCSEM - Your Main Company Objectives.
Be a marketing education and networking resources for Utah digital marketers.
Slack Users
Job board postings
Avg. Attendees Tickets Sold
# of Emails
Email Deliverable rate
Conversion Rate
New/
Returning
New/
Returning
Increase 40%
Increase 40%
Increase 40%
Increase 40%
Increase 40%
Increase 40%
Increase 40%
Increase 40%
Increase 40%
37. David Malmborg - #SLCHUG April 2018
Measurement Plan
Source Your Data for Each KPI and Metric
KPIs
They matter to the executive team.
Metrics
They matter to the marketing team
Sources
Define the sources of each metric
and KPI.
Understand the difference in
different data sources.
The attribution model matters to
your goals.
40. David Malmborg - #SLCHUG April 2018
Tags, Triggers, and Variables
• Tags
A snippet of code you
want to fire on a page.
Usually JavaScript.
Universal Analytics tag
type is likely to be your
most common Tag.
• Triggers
Define when and
where you want to fire
a specific tag.
• Variables
Information received
by GTM used for Tags
and Triggers.
50. 50
• Is email still relevant?
(Hint: The answer is yes!)
• Email Setup and Best Practices
• Email Automation in HubSpot
Topics for Today
51.
52. 52
• Yes! The role of email has changed, but it’s still important in the buyer’s
journey.
• People check their email on average 74 times per day!
• Email has an average ROI of 4,300%!
• You have an even better opportunity to personalize the message now with
new technologies, including HubSpot!
Is email still relevant?
Source: blog.thatagency.com
54. 54
Handling Emails in HubSpot
Not all emails in HubSpot are created equal. There are different
types of emails you have to create so they do different things:
Types of Emails in HubSpot
• Batch Emails are used for one-off blasts & standard sends
• Automated Emails are used in workflows - more on that later
• Blog Emails are digest emails for blog subscribers
• Follow-up Emails can be triggered off forms
Beware what you clone or change because it might not be available
to use.
56. 56
Proper Setup & Best Practices
Ensure that you have the following setup for each email (this goes for
all types):
Proper Setup in HubSpot
• To & From Addresses
• Personalization (when possible)
• View in Browser Link
• Preview Text
• HTML & Text Versions
• HubSpot Campaign
• Check Recipient & Suppression Lists
• Greymail Filter? Hint: Yes!
• Use the Optimize Tab
58. 58
Proper Setup & Best Practices
Best Practices
A few tips to help get better opens and clicks:
• Send from a real person or at least a pseudo name.
• Clear and clickable subject lines - less than 50 characters
• Try some emoticons in the subject and the body
- they get noticed more.
• Keep it short!
• One CTA per email - don’t confuse people
• Keep it clean and simple
Source: HubSpot Blog
59. 59
Proper Setup & Best Practices
Best Practices
Might I suggest plain text emails…. Why?
Source: HubSpot Blog
61. 61
Email Automation
Follow-Up Emails
You can use HubSpot’s follow-up emails to immediately email a
prospect:
1. Setup email first by creating a special
type: Follow-Up Email. I recommend a
text-based email.
2. Setup landing page form to
“Send a follow-up email”
3. Email will be sent immediately upon
form submission.
64. 64
Email Automation
Automated Emails
The best way to automate communication in HubSpot and save time!
• Easy to clone any email (HTML or text) and automate it.
• Huge variety of triggers based off HubSpot’s workflows.
• Lots of possibilities: Drip/Nurture Campaigns, Behavior-based Triggered Emails,
Breakup Emails, Sales Notifications, etc.
67. #SLCHUG
Save The Date
Our Next Workshop Event
Thursday, May 24, 2018
Topic: Trailblazing Your Content Strategy
Location: 50 West
Breakfast Event
All Event Dates onSLCHUG Home Page
120 Person
Limit.
RSVP
Today!