Advanced HubSpot Automation Strategies for B2B Tech Companies
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The document outlines a presentation by Christina Kay, a marketing executive, focusing on omni-channel automation for B2B tech companies. Key topics include the benefits of automation for enhancing customer experience, interdepartmental collaboration, and ongoing lead scoring revisions for better sales-marketing alignment. It emphasizes the need for continuous education, user engagement, and performance tracking to improve customer interactions and business efficiency.
Advanced HubSpot Automation Strategies for B2B Tech Companies
- 1. Christina Kay Marketing Executive & Revenue Leader
- 2. About Your Host… Kiwi Creative We are a HubSpot Platinum Solutions Partner for growing B2B tech companies. kiwicreative.net
- 3. About The Speaker ● 2022 Zapier Marketing Ops of The Year ● 2021 Demand Gen Report’s B2B Marketing Technologist of the Year ● HubSpot Customer Advisory Board ● 35+ HubSpot Certifications ● Three dogs: Lexus, Nike, & Mowgli ● CLE sports and Traveling Christina Kay | Marketing Executive & Revenue Leader 3
- 4. Agenda ● Omni-channel Automation Across Departments ● Sales & Marketing Alignment ● Advanced Lead Scoring & Nurturing ● AI + Automation = Awesomeness
- 5. Benefits to Automation Across the Company 5 ENHANCED CUSTOMER EXPERIENCE Deliver personalized interactions based on a unified view of the customer. INCREASED EFFICIENCY Automation reduces manual tasks, allowing all departments to focus on more strategic initiatives. INTERDEPARTMENTAL COLLABORATION Breaks down silos and encourages collaboration to deliver a superior customer experience. SCALABILITY Allows businesses to scale their operations without compromising the customer experience
- 6. The key to successful omni-channel automation is to keep the customer at the center of everything. Every department should be focused on how they can contribute to a seamless and engaging customer experience.
- 7. 7 Are you tired of hearing, “Sure, we get leads but they are junk”.
- 8. 8 Sales, CS, & Marketing
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- 10. Sales, CS, & Marketing Alignment 10 Involve Sales leaders and other sales team members on updating (or creating) your lead scoring. ○ Sales Insight ○ Buy-in and Adoption ○ Continuous Improvement ○ Increased Efficiency and Productivity ○ Better Conversion Rates Remember, lead scoring shouldn't be a one-time activity. It should be an ongoing process that involves regular input and feedback from sales to ensure it remains accurate and effective.
- 11. Take Action 11 ○ Client Health Scoring via Workflow ■ Create Custom View in the Overview Panel ● Client Health Score ○ Field Property (🟥, 🟩, or 🟨) ● Last Action in Product (Custom Behavioral Event) ○ Workflow Triggered by Action (delay step is super important here) ● Champion Program ○ When the checkmark is checked, WF is triggered to invite them. ■ Only certain teams will see this field/view ○ Don’t Just Nurture to Do It. Nurture by Their Intent. ■ eBooks, webinars, case studies, etc all have different weights ○ Quarterly feedback surveys (internally)
- 12. 12 Lead Scoring and Automation
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- 14. 14 Lead Scoring and Automation Who uses lead scoring for retention?
- 15. 15 Lead Scoring and Automation Who uses lead scoring for adoption?
- 16. Take Action 16 Ongoing Education and Communication ○ Continuously provide users with educational content, best practices, and tips to maximize their usage of your product (Custom Behavioral Events). ○ Send regular newsletters or product updates to keep users informed about new features and improvements. ○ Encourage user communities and forums for knowledge sharing and peer support. ○ Use automated workflows to re-engage inactive users and provide targeted resources to rekindle their interest. Performance Tracking and Optimization ○ Monitor user engagement metrics, such as logins, feature usage, and support interactions. ○ Analyze user feedback, conduct surveys, and gather insights to identify pain points and areas of improvement. ○ Continuously optimize the adoption workflow based on data-driven insights to enhance the user experience and drive higher adoption rates.
- 19. LinkedIn: https://www.linkedin.com/in/christinakay Twitter: @ChristinaKay Instagram: @The.ChristinaKay 19
- 20. Questions? P.S. Save the date for our next HUG