<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1885943951671421&amp;ev=PageView&amp;noscript=1">
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

 

 

october-2018-hug-blog-featured-image

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

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:

 

pasted image 0 (2)

 

Screen Shot 2018-06-01 at 4.03.22 PM

 

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

How to Build a Reliable Email List and Increase Sales

Posted by Carrie Koos on Jun 23, 2017 10:00:00 AM

june 2017 hug blog post.jpg

 

This month, at the Austin HUG meetup, guest speaker Jenna Fortunato of Justuno shared with us how to build a reliable email list and increse sales. Most businesses today spend a lot of money on brand awareness and acquistion. But when it comes time for conversions, companies aren't always looking to spend more money. Why spend all that money and effort on acquisition if you're not working on conversions? Jenna shared some tips and best practices for conversion rate optimization, and how using tools like HubSpot's Lead Flows can increase conversion rates on your website. 

 

See Jenna's full presentation deck here:

 

 

Austin HUG upcoming events:

  • No meeting in July. Enjoy some sweet Austin summertime!
  • August 24: How to Create Sales and Marketing Alignment with Adam Singh of ShipStation
  • September 25-28: Inbound Conference in Boston. In keeping with tradition, we will have an all-Texas HUG happy hour in Boston. Be on the lookout for more details coming soon!

 

Topics: Email Marketing, Inbound, Meeting Recap

Facebook Ads: Your Inbound Program's Secret Weapon

Posted by Carrie Koos on Apr 28, 2017 10:00:00 AM

facebook ads inbound hug.jpg

 

Ads: can they really be a part of an inbound marketing program? 

In this month's HubSpot User Group meeting, Parker Short of Jaxzen Marketing Strategies shed some light on how social advertising, particularly Facebook ads, fits into the inbound methodology and how you can use these ads to help engage customers at every stage of the buyer's journey. 

 

Learn more from Parker's presentation below:

  

Read more about using Facebook ads in your inbound marketing program:

 

Upcoming Events

  • May 18: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute
  • June 22: Building your email list with Jenna Fortunato of JustUno

Amazon Dot Contest

We’re giving away an Amazon Dot for some of our most regular attendees! You’ll be entered into the contest once for every meeting you attend between the April, May, and June HUG meetings. We’ll draw a name after the June meeting. See you there!

Join us at the next HubSpot User Group

Topics: Inbound, Meeting Recap, Social Advertising

The Best of Inbound 2016 with HubSpot's Ari Plaut

Posted by Carrie Koos on Nov 21, 2016 9:30:00 AM

Nov 2016 HUG (1).jpg

Thanks to everyone who joined us for a special Austin HUG meet-up on the BEST of Inbound 2016 with special guest Ari Plaut, Product Marketing Manager at HubSpot!

Ari shared some of the latest HubSpot product releases from Inbound 2016 including the what, why, and how of Lead Flows. He also shared other great inbound marketing insights including lead generation tips, tricks, and tests to try.

Be sure to check out his presentation below:

 

Meet Ari, Product Marketing Manager at HubSpot

In his time at HubSpot, Ari has developed both a deep understanding of Hubspot's technical tool set and the know-how of what it takes to achieve sustained Inbound Marketing success. Ari started on HubSpot’s Support team, garnering an in-depth knowledge of the Hubspot tools while working with customers on the technical implementation elements of the Inbound Marketing process. From Support, he earned promotions to Team Lead and Enterprise Inbound Marketing Consultant. As Product Marketing Manager, Ari ensures the market success of the HubSpot platform.

When he's not helping others achieve success in inbound marketing, you may find Ari wearing a silly hat while booming out bass vocals, reminiscent of his time in Tufts Amalgamates, his collegiate a cappella group. Just ask him about it.

 

Inbound 2016 Contest Update

The Austin HubSpot User Group came in second place for the Inbound HUG contest with 53 Austin HUG members in Boston! Thanks to all who participated and helped us win our HubSpot swag bags! And a special thanks to everyone who joined us for Texas HUGs Happy Hour in Boston. It was great networking over chips, salsa, and margaritas while discussing all things Inbound. 

 

Inbound Workshops in 2017

We’ll be hosting some Inbound Marketing Workshops in early 2017. The topics will include content strategy, SEO, lead nurturing, the HubSpot platform, and more. This is great for new HubSpot users or marketing teams looking to develop their action plan for 2017.

If you’re interested in learning more, email Parker at parker@jaxzenmarketing.com

HUG Annual Survey 2016

Be on the look out for a survey we’ll be sending out in December. This is a great way for us to get feedback on HUG, share ideas with the group, and continue to make improvements to help you get the most out of HUG.  

 

Happy Holidays from your Austin HUG leaders, Jaxzen Marketing! We will not be meeting in December. See you in 2017!

 
Looking for a new team member?   Tell us about your job opening!
 

Topics: Inbound, Meeting Recap, HubSpot Products