Has your contacts database ballooned into a sprawling, overwhelming mess? Are you feeling the itch to ditch any contact that’s not already in a nurturing workflow or sales conversation?
Before you launch into a deleting spree, hold on. You worked hard for those contacts. A messy database is a sign you’re doing something right.
At HubSpot, Nick Sal literally taught the class on contacts and list segmentation. Now as the leader of one of HubSpot’s top agency partners, he will show you how to bring order to your chaotic contacts database, resulting in more relevant emails, fewer unsubscribes, greater customer retention, and more revenue from deals with your contacts.
With real stories from real businesses, Nick will show you how to find the best engagement strategy for each of your contacts, using tactics like buyer personas, lifecycle stages, and lead scoring. He will teach you to slice and dice your contacts database like an inbound pro, keeping it clean, organized, and up-to-date.
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A database that is optimized
for inbound marketing is one
where every contact is valued
and qualified.
What do we mean by valued + qualified?
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1. Clean up lists and contact properties
2. Score your contacts
3. Build re-engagement campaigns
4. Relinquish contacts at the right time
5. Set up systems to prevent chaos
6. Execute action plan and access resource kit
OUR BLUEPRINT FOR GETTING
YOU THERE
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“Most customers come
to us with lists that
have little organization
or label method. So, it’s
hard for them to know
which lists to focus on
when they login.”
-Gabriela Antunes, @IMRCorp
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“The #1 warning sign?
Redundant contact
properties. If there are
a lot of redundant
contact properties,
there are bound to be
problems.”
-Kevin Jorgensen, @IMRCorp
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CASE STUDY: SOFTWARE & EMPLOYEE FAMILY
CARE INDUSTRY
Problem: No clear persona
profile in place to guide what
contact data or list segments
to focus on tracking.
Solution: Conducted formal
persona research and created
a clear persona profile.
Result: Received buy-in on
data to track from sales and
product teams.
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“If you don’t provide your
sales team insights from
your target audience,
you won’t have their buy-
in when standardizing
shared data.”
-Heidi Erdman
Director of Sales and Marketing,
Care@Work by Care.com
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Organize lists into folders
Delete auto-generated lists from imports
Adopt a specific, consistent naming system
Delete unused lists, not used in workflows
or emails
TECHNIQUES FOR LIST CLEAN UP
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CASE STUDY: PRIVATE BOARDING SCHOOL
Problem: Client portal had
over 72 uncategorized lists
and was time consuming to
sort through.
Solution: Created 12
separate folders.
Result: Easy access to lists
client needed for different
inbound activities, such as
content offers and events.
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De-dupe contact properties.
Map out contact properties and delete unused ones.
Move single-line text fields to drop-down select.
Example: using ranges vs. open-ended questions
TECHNIQUES FOR CLEANING UP
CONTACT PROPERTIES
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Case study: Care@Work by Care.com
Problem: 5,805 different titles
in database, ranging from 2nd
Vice President, Total Rewards
to Zoologist.
Solution: Added new Role
and Job Function dropdown
form fields for more reliable
segmenting, scoring and
reporting.
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“When we implement
lead scoring, drop
down fields are going
to make scoring our
audience foolproof.”
-Jessica Marble
Marketing Manager,
Care@Work by Care.com
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“Every marketer faces a
trade off with data.
How exact do you really
have to be?
At some point you have to
let some things go in the
name of making the data
clean and reliable for long
term success.”
-Heidi Erdman
Director of Sales and Marketing,
Care@Work by Care.com
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“When I looked at my
contacts, I just didn’t know
where to focus.
Who is worth my time? Who
is actually interested in what I
have to offer? How do I know
who in there is the highest
priority?”
-Dan Fisher, Menemsha Group
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Problem: A database full of
unqualified contacts with no
prioritization strategy.
Solution: Implemented
HubSpot scoring.
Result: Uncovered 42 highly-
qualified leads ready for sales
engagement!
CASE STUDY: IT STAFFING INDUSTRY
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Interview your sales
team for their
qualification criteria
Complete a lead
scoring worksheet to
track properties and
point values
Set point thresholds,
create workflows,
and lead
notifications in
HubSpot
Interview Worksheet Implementation
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An initial interview with your sales team
will trigger their thinking about criteria
for most sales-ready leads.
InterviewInterview Worksheet Implementation
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Interview Worksheet Implementation
Is this person a good fit for
your company’s services?
TRAITS TO CONSIDER:
• Industry
• Employee headcount
• Role
• Budget
• Location
Does this person show interest in
you?
BEHAVIORS TO CONSIDER:
• Page visit #
• Specific page views
• Email opens & clicks
• Form submissions
• Recent sales activities
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Step 2: Determine your lifecycle stage point
thresholds. How many points qualify an
MQL? SQL?
Interview Worksheet Implementation
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FREE
RESOURCES
TO HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets in our resource kit to help
you:
• Lead Scoring Tutorial
• Lead Scoring Worksheet
• Lead Scoring Required
Reading
Resource Kit
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“Clients struggle with
keeping in touch with
their contacts. 80-90% of
our clients come to us
with a database full of
cold leads and no
ongoing campaigns.
Total chaos.”
-Ross Simons, @IMRCorp
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CASE STUDY: TRANSPORTATION/LOGSITICS COMPANY
Problem: A quiet database.
New leads received ~3 emails
over 3 weeks in a sales cycle
that spans years.
Solution: Send targeted,
segmented emails.
Result: Every new content
launch has a 15% CTOR and
+35% submission rate.
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• Prioritize
• Email/call
• Offer your time or
another high-
value offer
What should you do
with high-score
contacts?
• May need more
data
• Thoughtful,
segmented email
• Offer your best
content
What should you do
with medium-score
contacts?
• Play curious…
• Send “top blogs”
email
• CTA = Share
feedback/update
email preferences
• Are they fans?
What should you do
with low-score
contacts?
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Strategy
Use 2 assets for email re-engagement campaigns:
1. Email campaign brief – who it’s for, their pain points,
and how this campaign will help.
2. Email purpose map – specific value proposition for
each campaign piece.
SEGMENT STRATEGY LAUNCH
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This process is straightforward:
1. Create your offers and email copy
2. Set that content up in HubSpot
3. Create segmented lists in HubSpot
4. Launch emails
SEGMENT STRATEGY LAUNCH
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FREE
RESOURCES
TO HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets in our resource kit:
• Re-engagement
campaign brief
• Email strategy template
• Email subject line
formula templates
Resource Kit
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“I’m way over my contact
tier cap. I’m going to see
my HubSpot subscription
costs increase if I don’t
delete contacts. But how
do I choose which ones
to delete?”
-Jesse Hartman,
The Wellness Institute
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CASE STUDY: GRADUATE-LEVEL TRAINING PROGRAM
Problem: Unprofitable leads
from contact bloat and list
purchases.
Solution: Created a deletion
list that cleared out +29,000
contacts.
Result: Saved $250/month in
HubSpot subscription costs
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Has not viewed page in more
than 26 weeks
-AND-
Has not opened > 1 email
-AND-
Last email send date within 3
months
-AND-
Is not a customer or SQL
Criteria 1 - No site visits
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Has previously hard bounced
any email send
-AND-
Is not a customer or SQL
(These leads aren’t worth your
time. They won’t receive your
emails.)
Criteria 2 - Can’t email
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Has received at least +3 emails
-AND-
Has not opened one email
-AND-
Is not a customer or SQL
(These leads don’t care about
your emails.)
Criteria 3 - Not opening
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Original Sources = Offline, Paid
-AND-
Has not viewed a single page
-AND-
Is not a customer or sales-
qualified lead
(These purchased leads have
shown no behavior that
indicates interest.)
Criteria 4 - Strangers…
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AFTER YOU FOLLOW THE
STEPS IN THIS PLAN…
• You will know which contacts are qualified for
which activities
• Your database will be filled with contacts that
feel valued
• Your contact database will be under control
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BUT, IS THIS ONLY
TEMPORARY?
Will your anxiety return in a year?
In 6 months? In 3 Months?
How long before your contact database is
out of control again?
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“The best way to
maintain an optimized
database is simple:
keep in touch with your
contacts and keep your
data clean.”
-Mark Greco, HubSpot Inc.
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CASE STUDY: The Wellness Institute
Problem: No process for
maintaining constant
communication with contacts.
Solution: Grew blog subscribers
600% in one year and built recurring
workflows.
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Get all contacts subscribed to your blog
Send your customers a newsletter
Launch all new premium content offers with a
promotional email
Gently nurture contacts with a slow drip of content
“greatest hits”
ONGOING CONTACT ENGAGEMENT TIPS
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1. “Hey, it’s the ____ marketing team. We noticed you
read X case study, so we’re attaching two other case
studies here for you.”
1. “Hey, it’s the ____ marketing team. We noticed you
were looking at our features page, so here’s a
comparison table for all of our models.”
SET UP BEHAVIORAL EMAIL WORKFLOWS
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FREE
RESOURCE TO
HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets to help you with this
action item:
• Ebook of 25 actionable tips
for growing blog subscribers,
the easiest way to maintain in
contact with leads, customers
and fans.
Resource Kit
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Test CRM integration
Review lead scoring
Set up progressive profiling on forms
Perform quarterly de-duplification of contact properties
Schedule a bi-annual list purge party
DATABASE CLEANLINESS TECHNIQUES
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1. Clean up unused contact lists.
2. De-dupe and simplify your contact properties.
3. Complete lead scoring worksheet.
4. Create re-engagement campaigns.
5. Clear out unqualified, unprofitable leads.
6. Set up advanced email marketing.
7. Perform regular database “house cleaning.”
YOUR 7 STEP ACTION PLAN
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Lead Scoring Tutorial and Scoring Worksheet
Contact list deletion template
Email campaign brief and purpose map
A checklist of relevant HubSpots Projects to try
Subject line formula book
eBook of 25 actionable tips to grow your blog subscriber base
A copy of this recorded presentation
Two follow-up sessions of office hours/status review sessions
FREE RESOURCES KIT, INCLUDING:
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THERE’S A CONTACT,
UNLOVED, UNCARED FOR,
LIKE MOLLY HERE.
NO LISTS TO CALL HER
HOME, NO SEGMENT SHE
FEELS A PART OF.
JUST WAITING FOR SOMEONE
LIKE YOU, TO QUALIFY HER,
TO EMAIL HER, TO SHOW HER
YOU CARE.