Sparking Joy from HubSpot: How to Tidy Up Your Portal
- 1. Sparking Joy from HubSpot How to Tidy Up Your Portal
- 2. Meet the Speakers Lital Barkan MTR Marketing CEO HUG Leader Christina Reyes MTR Marketing SVP, Strategy HUG Leader Savannah Mozingo Sr. Customer Success Manager | HubSpot Michael Emory MTR Marketing Head of Consulting
- 3. All Messes Are Welcome What currently is the messiest part of your Hubspot portal?
- 4. Laundry List 1. How Dirty is Too Dirty? 2. Get Your Supplies Ready 3. Start Scrubbing 4. Set Up The Line to Dry
- 5. GIGO
- 6. How Dirty is Too Dirty? If you’re not sure when to start a portal audit, ask yourself if any of these apply ● You’re inheriting a HubSpot account ● There’s been a change in the company strategy ● The company is about to release a new product offering or announce a new target market ● Your sales and/or marketing teams are not hitting their KPIs ● Teammates ask you questions about your data that you’re not sure how (or even if) you can answer ● You find yourself spending more time in the tool than brainstorming your next campaign
- 7. Get Your Supplies & Prioritize Need some examples? ● What percentage of my contacts go through Lead > MQL > SQL? What percentage go straight to SQL? ● Which of my May MQLs became SQLs in May? Which became SQLs in June? ● How many of my customers visited X form? ● What is It’s time for buy-in ● Get key stakeholder buy-in ● Align to KPIs and goals ● Ask yourself what questions you’re being asked in meetings? What questions do you want your data to answer? ● Be real about how much you can handle
- 8. Growth Grader & Growth Playbooks “You don’t know what you don’t know”
- 10. Performance Updates How are your current efforts performing? ● How are digital efforts supporting traffic & new leads?
- 11. How are digital efforts supporting traffic?
- 12. Performance Updates How are your current efforts performing? ● How are digital efforts supporting traffic & new leads? ● Which sources are generating the most leads?
- 13. Which sources are driving conversions?
- 15. Performance Updates How are your current efforts performing? ● How are digital efforts supporting traffic & new leads? ● Which sources are generating the most leads? ● Are there any leads with untapped potential?
- 16. Are there any leads being left behind?
- 17. Performance Updates How are your current efforts performing?
- 19. Performance Updates How are your current efforts performing?
- 20. Performance Updates How are your current efforts performing? ● How are digital efforts supporting traffic & new leads? ● Which sources are generating the most leads? ● Are there any leads with untapped potential? ● Is email engagement driving the customer journey?
- 21. Is email driving the customer journey?
- 23. Set Out the Line to Dry Are your assets serving your customer journey? ● Contacts & Lists ○ Segmented? ○ Useful? ○ Actionable? ● Are there Workflows automating changes to: ○ Contact lifecycle? ○ Contact properties? ○ Deal stage? ● Are there re-engagement Workflows in place for: ○ Disengaged ○ Hot leads ○ Sales/Marketing hand-offs ● Update personas ● Update Lead Score ● Clarify naming conventions
- 24. How many pieces of content have you typically consumed before engaging with a salesperson when you are making a purchase decision? 3-5 pieces 1-3 pieces 5-7 pieces 7+ pieces
- 25. Content Audit Are your assets serving your customer journey? 1. Research your persona (format preferences, where they spend time, who they trust, their challenges, words they use) 2. Map out the buyer’s journey (challenges they have at each stage of the buying process) 3. Run a content audit to find gaps (what content do you already have across the journey?) 4. Prioritize missing content (which pieces could generate the most leads?) 5. Create content
- 26. Content Audit
- 27. Q&A ● Past events: https://events.hubspot.com/los-angeles/ ● Survey link: https://forms.gle/2BZeVugYcUuiRmbM9 ● Q&A
- 28. Thank you