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Join us at the next HubSpot User Group

Inbound 2018 Recap: Product Design + Email Automation

Posted by Elena Chow on Oct 18, 2018 12:30:00 PM

 

 

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October’s Hubspot User Group (HUG) meeting was jam-packed with exciting announcements and insights! Led by Hubspot’s Marketing Manager Tova Miller, and Product Designer Tram Dao, the duo shared their expertise, knowledge, and favorite new product featured from Inbound 2018. Ready for the recap?  Let’s get into it!

Here’s what we’ve learned:

Hubspot Video

If you haven’t heard, video is the future of media. Here are some noteworthy stats as exclaimed by our speakers:

Those are wild numbers! The power of video is here, and Hubspot responded. At Inbound 2018, Hubspot announced their new platform-wide video product called Hubspot Video. For more information, see the presentation or click here!

Product Design

Speaking of products, no great product is ever released without undergoing meticulous and sound approaches. Tram quoted Steve Blank,

“Unless you have tested the assumptions in your business model first, outside the building, your business plan is just creative writing.”

Tram covers three experiments to run when testing your product ideas:

  • Imposter Judo
  • Wizard of Oz
  • High Hurdle

Check out their presentation below for a more in-depth look into their process.

Email Automation

At a marketing level, Tova walked us through a nurturing flow based on the strategy that gives people what they want, rather than assuming what they want.

From a workflow built in 2015, Tova and the marketing team explores the growth of a lead nurturing campaign that achieved an open rate of 67 percent and a click-through-rate of 61 percent by 2017. What changed?

“We decided that people were human. So we did something that was groundbreaking, remarkable and some might even say crazy.”

Curious? Check out the presentation posted below:

 

 

Q & A

How do you tell your videos are actually working?

Add a video to a landing page or blog post. When those videos start to get views a new "Views, and Viewer Retention" graphs will populate on the performance page for that given page or blog post.

Can you apply a workflow enrollment criteria based on percentage of video watched?

Unfortunately we can't do this. It's possible now with a paid Vidyard subscription.

Is it possible to embed Hubspot videos outside of Hubspot? If so, how do you  associate reporting with it?

Unfortunately we can't do this. It's possible now with a paid Vidyard subscription.

Vidyard vs. Hubspot video: How do you determine which package to get? What are the limits of each?

Our team is working on a blog post. Keep an eye out. Here's a good resource in the meantime: https://www.vidyard.com/hubspot-video-marketing/

Where can you place CTAs and forms within a marketing video? What's the roadmap for being able to put it anywhere in the video?

Today, pre and post roll only. We're working on more flexibility with CTAs + forms.

 

Reminders:

  • Did you enjoy the HUG meetup or have any ideas for the next one? Look out for an Austin HUG survey coming to your inbox and tell us your feedback, questions and suggestions.
  • Join our Facebook group, where we share tips and advice, post job openings and share insights with other HubSpot marketers in Austin.
  • Our next HUG meetup starts in 2019! Stay tuned in this space or on our HUG FB group for more information. Until then...happy holidays from the HUG team.

Topics: product design, email automation, Inbound

Chat about Chatbots with Michael Renahan

Posted by Elena Chow on Aug 13, 2018 12:00:00 PM

 

 

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With over four billion monthly active users on messaging apps, the message is clear. We don’t want to call or email anymore. People want instant answers to their questions, and businesses have to be ready 24/7. When customers don’t want to talk to salespeople or wait for answers, marketing and sales teams need to find a way to connect to people and deliver value at scale.

That’s the superpower of bots. 

In this month’s HUG, Michael Renahan from HubSpot explores the rise of messaging, and the role of chatbots to build authentic relationships with buyers.

Chatbots give the user exactly what they’re looking for, in places where people spend their time. This messaging can encourage scalable, one-on-one conversations between brands and consumers. Whether it’s checking shipment status, adjusting a reservation, or booking a flight, bots provide a solution when people need it the most.

Michael covers:

  • Why chatbots matter
  • Three ways to identify opportunities
  • Actionable ways to implement chatbots to your business

Check out Michael’s presentation to dive into the power of chatbots:

Reminders:

  • Did you enjoy the HUG meetup or have any ideas for the next one? Look out for an Austin HUG survey coming to your inbox to tell us your feedback, questions and suggestions.
  • Join our Facebook group, where we share tips and advice, post job openings and share insights with other HubSpot marketers in Austin.
  • Come out to our next meeting on October 11th, where we’ll be discussing the best of Inbound 2018! Stay updated in this space or on our HUG FB group.

Topics: Chatbots, Marketing, Sales, Meeting Recap

The 3 best ways to use HubSpot chatbots on your website.

Posted by Ethan Fleming on Jun 7, 2018 12:01:47 PM

 

 

Customers prefer to contact businesses with chatbots

When visitors arrive on your website they’re often looking for a solution. Even with amazing marketing copy, some visitors will still leave before giving you any contact information to stay in touch with them. Chatbots offer an additional method for engaging with visitors and helps you connect with more potential customers.

According to Ubisend’s report, over 50% of customers would prefer to use a messenger application to speak with a business compared to phone or SMS.

In this article, you’ll learn how to use chatbots on three of the most important pages on your website. We’ll provide you with example prompts used by the most successful businesses, so you can learn what it takes to convert more of your website visitors into buyers.

 

Blog post pages: Tease content offers

You’ve spent a lot of time and money to create high value and relevant blog content, but many people will still click off of your website without subscribing or opting for a content offer. Getting contact information is crucial. When someone leaves your website it’s unlikely they’ll return and without that information you have no way of following up with them.

Chatbots can display content offers in a way that makes it intriguing for visitors to click and learn more. Once they’ve clicked, they’ll have the option to provide their email address in exchange for your content offers (or other offers). This kind of website chatbot will effectively work to generate additional leads your business might have lost otherwise.

 

Examples of prompts for blog post pages:

 

 

 

Once they click on a chatbot and indicate interest you can follow up with, “Great, what’s your email address so I can send that over to you?”

The goal of this bot is to get the email address while at the same time adding more value to your website visitors. From here, you can enroll them into a HubSpot workflow or automated email sequence to provide even more useful information. Nurtured prospects are about 20% more likely to turn into a sales opportunity.

 

Pricing, case study, or features page: Offer sales support

People who make it to the pricing page are likely very interested in your solutions. Visitors can get confused if they don’t understand your pricing structure or what’s included in your packages. If these questions go unanswered, the uncertainty can lead to people leaving the page without converting.

A chatbot can help save some of those leads by offering to address their concerns in a non-threatening and convenient way. The bot can also connect people with a sales professional. Below are some example prompts you can use.

 

Examples prompts for pricing and feature pages:

 

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Example follow-up script:

  1. Would you like to see what [your product] would look like for your business/person?
    • Yes
    • Not interested
  2. Sweet! Would you like to speak with a member of the sales team?
    • Schedule a Q&A
    • Schedule A Demo
    • No
  3. Ok great, I’ll send you a meeting invite, what is your email?
    • (Visitor enters email)

 

This gives the prospect the option to choose how they want to interact with the sales team. It also provides a reason for capturing the email address.

 

Homepage: Help visitors navigate your site

Websites can sometimes be time-consuming and difficult to navigate. This is especially true if your website navigation layout isn’t well optimized. If visitors don’t find the answer quickly it may cause them to get confused and possibly leave your site with a low chance of a return visit.

That’s why it’s important to use chatbots as a point of contact for answering questions. This is the same reason retails stores will have someone greet you and let you know they can answer your questions if you need help. When a customer does have a question, you can help address a concern and hopefully win the sale.

 

Examples prompts for the homepage:

 

 

 

 

 

Bonus: How to personalize chats with MQLs & SQLs

MQL (market qualified lead) and SQL (Sales qualified lead) is a type of lead that’s already been qualified. You can use more aggressive messenger prompts for qualified leads. You also have the advantage of using known contact properties to make the message more personal. This is a great strategy for turning highly engaged leads into customers.

Example prompts for qualified leads:

  • How much does [Company name] typically spend on [your product/service]?
  • 40% of (Industry) companies said [Important topic] is important this year. How are you going to address this at {Company name}?
  • Hey [Name], I noticed you bought [something they bought], you may benefit from [relevant upsell].

 

Learn to build your chatbot with 3 simple steps


Chatbots are a new and exciting technology that has big potential to increase the leads generated by your website. Like any innovative technology, early adopters will benefit the most.

So what are you waiting for?

Sign up for our free chatbot webinar to learn how to build your website chatbots in 3 easy steps.

You'll learn how to:

  1. Choose the right chatbot for your business website with one simple question
  2. Write your first conversation or message sequence fast
  3. Hand off your hot leads to sales people when prospects are ready to talk

 

 

 

 

 

 

 

Topics: Sales Enablement, sales and marketing alignment, Inbound, HubSpot Products, Chatbots

A Marketer's Guide to Sales Enablement with Kyle Jepson

Posted by Elena Chow on Apr 24, 2018 10:27:59 AM

 

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“If we transfuse a marketer’s expertise into a sales organization, that’s where magic happens”  Kyle Jepson

As marketers or salespeople, we’ve all come at odds with aligning both dimensions at some point. It’s often a notorious and complex relationship. To set marketing and sales teams up for success, it’s wise to take key steps and make sure a system is put in place for a consistent and seamless customer experience.

In this month’s HUG, Kyle Jepson from HubSpot taught us how to align marketing and sales together by defining a robust definition, having transparent accountability, developing sales-focused content and leveraging three kinds of strategic support. In his presentation, Kyle helped us explore beyond enablement to make marketing part of the sales’ solution.

Kyle covers:

  • 4 “Smarketing” insights
  • A Lead Qualification Matrix
  • A Content Matrix
  • Service-Level Agreement

Check out the presentation to get granular into the Marketer’s Guide to Sales Enablement:

Reminders:

  • Did you enjoy the HUG meetup or have any ideas for the next one? Look out for an Austin HUG survey coming to your inbox to tell us your feedback, questions and suggestions.
  • Join our Facebook group, where we share tips and advice, post job openings and share insights with other HubSpot marketers in Austin.
  • Come out to our next meeting on August 9th! Stay updated in this space or on our HUG FB group.

Topics: Sales Enablement, sales and marketing alignment, Meeting Recap

Supercharge Your Inbound Marketing With Facebook Ads in 2018

Posted by Parker Short on Feb 8, 2018 1:27:01 PM

 

 

 

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You did everything right. You put out amazing relevant content, you made offers your customers opted in for, you even followed up with a perfect lead nurturing campaign. But it happened again. You lost another highly qualified prospect from your marketing funnel.

Why did this happen? It's because even extremely motivated prospects get overwhelmed with life and forget to fill out that form or follow up with your email.

So what is the solution? Is there a way to add additional touch points to your funnel without feeling spammy or overwhelming you customers' inboxes? 

 

Explode your funnel retention rate by integrating Facebook into you HubSpot inbound strategy. (For both B2C & B2B)

Social media is powerful, and you won't want to overlook it in 2018.

This week, Parker Short from Jaxzen Marketing Strategies shared some actionable steps you can take to enhance your Hubspot Inbound marketing funnel with Facebook ads. Using these tactics, you can attract a larger audience, help prospects move through your marketing funnel, and even help your sales team close more deals.

In the presentation, you will learn how to:

  • Think about Facebook in 2018
  • Start using Facebook ads in HubSpot right now
  • How to use HubSpot data to improve your Facebook advertising
  • Look at additional Facebook marketing ideas worth exploring
 

Make sure to join the Facebook group!

Get all the best of the Austin HubSpot User Group by joining our online community.

Click here and request access to our new Facebook Group.

In the group there will be

-Posts about events

-Recaps of presentations

-Job opening threads

 

Most importantly, this group will be a place for Austin marketers and business owners to interact with each other

Join the New Facebook Group Here

 

Next HubSpot User Group meeting 

Next meeting will be on April 12th

Topic: To be announced 

Topics: Meeting Recap