For this months SLCHUG event, we were lucky to have Elise Beck, product marketing manager from HubSpot in to speak about email marketing. It was a great session. Enjoy the deck!
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 Intensive
Thursday, March 29, 2018
Location Access
Lunchtime Event 12:00 -1:00 PM
All Event Dates on
SLCHUG Home Page
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
66. WHY ARE YOU SENDING THIS EMAIL?
WHY SHOULD THEY CARE?
➔ Make sure it’s relevant.
➔ Make sure that email is the best channel.
➔ If you don’t have a good answer, don’t send it.
68. WHO ARE YOU SENDING THIS EMAIL TO?
➔ Think about the persona. What does this person care about?
➔ Other ways to segment:
◆ Lifecycle Stage
◆ Geography
◆ Industry
◆ Role/title
71. MASTERING YOUR LIST SEGMENTATION
➔ Using Smart Fields and Progressive Profiling
➔ Keeping track of Lifecycle Stages
➔ Sending Behavioral Emails and Using Workflows
➔ Making Lists
72.
73. SMART FIELD AND PROGRESSIVE PROFILING
SMART FIELDS
AND
PROGRESSIVE
PROFILING
74. SMART FIELD AND PROGRESSIVE PROFILING
SMART FIELDS
AND
PROGRESSIVE
PROFILING
76. MASTERING YOUR LIST SEGMENTATION
➔ Using Smart Fields and Progressive Profiling
➔ Keeping track of Lifecycle Stages
➔ Sending Behavioral Emails and Using Workflows
➔ Making Lists
77. KEEPING TRACK OF LIFECYCLE STAGES
➔ What are the default lifecycle stages?
◆ Subscriber
◆ Lead
◆ Marketing Qualified Lead
◆ Sales Qualified Lead
◆ Opportunity
◆ Customer
◆ Evangelist
◆ Other
➔ How can you keep track of them?
◆ Upload a list
◆ Hidden form fields
79. KEEPING TRACK OF LIFECYCLE STAGES
➔ What are the default lifecycle stages?
◆ Subscriber
◆ Lead
◆ Marketing Qualified Lead
◆ Sales Qualified Lead
◆ Opportunity
◆ Customer
◆ Evangelist
◆ Other
➔ How can you keep track of them?
◆ Upload a list
◆ Hidden form fields
80. MASTERING YOUR LIST SEGMENTATION
➔ Using Smart Fields and Progressive Profiling
➔ Keeping track of Lifecycle Stages
➔ Sending Behavioral Emails and Using Workflows
➔ Making Lists
86. MASTERING YOUR LIST SEGMENTATION
➔ Using Smart Fields and Progressive Profiling
➔ Keeping track of Lifecycle Stages
➔ Sending Behavioral Emails and Using Workflows
➔ Making Lists
101. Top of the funnel
➔ Buyers are in the awareness stage of their journey.
➔ They’re aware of the challenge or opportunity that they’re looking to pursue.
➔ They’re not really shopping for solutions just yet.
➔ Their lifecycle stage is either: Subscriber or Lead
102. Why would you be emailing someone at the
top of the funnel?
➔ They opted-in to your newsletter
➔ They subscribed to your blog
➔ They engaged with a high-level piece of content
Emails to folks in this part of the sales funnel should be limited.
103.
104. What should TOFU emails look like?
➔ Representative of your brand (designed)
➔ Promote brand trust (helpful, relevant)
➔ Come from marketing (but always a real person)
106. Middle of the funnel
➔ Buyers are in the consideration stage of their journey.
➔ They’re evaluating potential solutions to their problem.
➔ They’re interested in your solution, but they’re not yet ready to buy.
➔ Their lifecycle stage is: Marketing Qualified Lead
107. Why would you be emailing someone at the
middle of the funnel?
➔ They engaged with an “MQL” qualifying piece of content.
➔ They attended a webinar or event.
➔ They “raised their hand” by requesting a demo, free trial, or sales call.
121. Bottom of the Funnel
➔ Buyers are in the decision stage of their journey.
➔ They’re evaluating a similar set of solutions to their problem.
➔ They’re ready to buy.
➔ Their lifecycle stage is either: Sales Qualified Lead or Opportunity
122. Why would you be emailing someone at the
bottom of the funnel?
➔ You shouldn’t.
➔ These contacts should be owned by sales.
123.
124. What should BOFU emails look like?
➔ They should come on behalf of the sales rep (sent via the sales rep)
◆ Templates
◆ Sequences
146. #SLCHUG
Save The Date
Our Next Intensive
Thursday, March 29, 2018
Location Access
Lunchtime Event 12:00 -1:00 PM
All Event Dates on
SLCHUG Home Page
147. #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