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HOW TO DELIVER INBOUND SERVICES

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HOW TO

DELIVER INBOUND SERVICES

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A HubSpot Partner Agency’s Guide to Drive Client Success

A publication of

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HOW TO DELIVER INBOUND SERVICES

CONTENTS INTRODUCTION



















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DEFINING PERSONAS AND INBOUND MARKETING GOALS





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WHICH FRAMEWORK IS RIGHT FOR MY CLIENT?









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ATTRACTING VISITORS

















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CONVERTING LEADS

















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CLOSING CUSTOMERS

















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ATTRACTING VISITORS / CONVERTING LEADS









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ATTRACTING VISITORS / CLOSING CUSTOMERS









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CONVERTING LEADS / CLOSING CUSTOMERS









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ATTRACTING VISITORS / CONVERTING LEADS / CLOSING CUSTOMERS

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ACTIVITY BREAKDOWN: ATTRACTING VISITORS









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ACTIVITY BREAKDOWN: CONVERTING LEADS









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ACTIVITY BREAKDOWN: CLOSING CUSTOMERS









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HOW TO USE THIS GUIDE

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HOW TO DELIVER INBOUND SERVICES

INTRODUCTION Hi there, HubSpot Partner Agency! Chances are, you’re reading this guide because you’ve signed on a client to the HubSpot platform and need instruction on how to develop an Inbound Marketing plan to help them reach their business goals. First of all, congratulations! Now it’s time to determine the best approach to successfully deliver Inbound Services to your client. Before we dive in, it’s important to reflect upon the Inbound Marketing methodology, as it plays a key role in everything this guide outlines. The Inbound Services that you deliver to your client will fall into one of the first three categories below (Attract Visitors, Convert Leads, Close Customers), and this guide is designed to help you understand which of those activities you should focus on, how you should do them and the amount of time you should allocate to each one.

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HOW TO DELIVER INBOUND SERVICES

HOW TO USE THIS GUIDE This guide provides you with a customized Inbound Marketing Plan based on your client’s specific goals in the form of a weekly framework. We provide these frameworks for each type of client goal: attracting visitors, converting leads, and closing customers (or a combination of any three). Each of these frameworks outline detailed activities you should work on to achieve these goals and the recommended time (baseline and weighted) that should be alotted to each task.

HOW TO READ A FRAMEWORK CHART This column breaks down Marketing Activities that should be implemented to reach goals.

Inbound Marketing Activity Keyword Research

On Page Optimization

You can click the Activity’s title on any framework to jump to the breakdown page.

This column shows the detail of each Inbound Marketing Activity so you can keep track of the specific tasks you should be working on to achieve your client’s business goals.

Activity Breakdown • Preliminary Target Keyword Research • Ongoing Target Keyword Research • On Page SEO Content Writing • On Page SEO Content Updates

This column provides suggestions for each Inbound Marketing Activity. The Baseline Time is a suggested estimate based on a 10 hr/week retainer. The Weighted Time should be used as a guide for time alottment if you have more or less than 10 hr/week retainer.

Weighted Time Baseline Time

10%

1 hr.

25%*

2.5 hr.*

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DEFINING YOUR CLIENT’S BUYER PERSONA(S) Before you select which framerwork is right for your client, it’s important to invest time developing unique buyer personas. Creating accurate buyer personas is an absolute necessity to delivering Inbound Services, because each activity you execute on will be geared to towards these individuals. We recommend attending HubSpot’s Buyer Persona workshop first and then filling out HubSpot’s Persona Development worksheet for each unique profile you define. Both of these resources will help you create detailed profiles for your client’s target customers, ensuring that you’re developing Inbound Marketing strategies that are aligned with the correct audience.

DETERMINING CLIENT GOALS Uncovering, understanding, and ATTRACTING VISITORS

establishing specific goals is a necessary first step towards developing an Inbound

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Marketing plan that will drive client success. If you’re unsure how to discover these specific goals, we recommend attending HubSpot’s Goal Planning & Strategy seminar. After establishing client goals, you can then use this guide to determine what Inbound Marketing Plan structure is right for your client’s specific needs.

VISITORS, LEADS

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VISITORS, CUSTOMERS VISITORS, LEADS, CUSTOMERS LEADS, CUSTOMERS

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WHICH FRAMEWORK IS RIGHT FOR MY CLIENT? Depending on your client’s goals, you’ll need to figure out which Inbound Marketing activity framework is the right one. Below, we outline each scenario and how to determine if your client is a good fit, based on their goals. A very important point to note: These frameworks are designed to provide directional recommendations. You should use them as a guideline and make adjustments based on what you believe is best for the client’s success. This means tracking time to continuously revise your pricing, utilizing experience and analytics to match your goals with the activities you offer, and determining the frequency for which you deliver. Inbound Marketing Activity Framerwork Attracting Visitors Converting Leads Closing Customers

Attracting Visitors, Converting Leads

Attracting Visitors, Closing Customers Converting Leads, Closing Customers Attracting Visitors, Converting Leads, Closing Customers

Your client might be a good fit, if... • The website is relatively new and/or website visitors are not considered qualified based on client personas • The current website is generating qualified traffic but not converting leads or driving new customers • The website is generating qualified visitors and leads but isn’t effectively helping close additional business • Their sales team is busy closing a substantial amount of potential customers but needs to fill the visitor and lead pipeline for future business initiatives • There exists a list of leads that need to be nurtured into customers, but the website itself isn’t effectively attracting qualified traffic • The website is driving qualified traffic but isn’t converting visitors to leads and subsequently, new business • The website is very new and there are no opportunities in converting qualified website visitors into leads and subsequently, new customers

Framework Summary Page

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ATTRACTING VISITORS s WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity Keyword Research

On Page Optimization

Blogging

Social Media Promotion and Growth

Progress Assessment and Analysis

Activity Breakdown • Preliminary Target Keyword Research • Ongoing Target Keyword Research • On Page SEO Content Writing • On Page SEO Content Updates

Weighted Time Baseline Time

10%

1 hr.

25%*

2.5 hr.*

• Blog Post Creation

25%*

2.5 hr.*

• Blog Post Promotion • Social Engagement • Social Growth

20%

2 hr.

• Keyword Analysis • Social Engagement and Growth Analysis • Traffic Goal Progress Review • Performance Adjustments

20%

2 hr.

ADDITIONAL NOTES: *If client needs no additional On-Page Optimization or when On-Page Optimization has finished, remainder of time should be allocated to Blogging activities.

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CONVERTING LEADS

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WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity

Content Creation and Conversion Paths

Lists and Segmentation

Promotion

Progress Assessment / Analysis

Activity Breakdown

• Content Preparation • Conversion Path Creation

• Existing Contact Segmentation • Ongoing Segmentation & List Refinement

• Blog Post Promotion • Email Blast • Social Media Publishing

• Conversion Path Analysis • Promotion Analysis • Lead Generation Goal Progress Analysis

Weighted Time Baseline Time

40%

4 hr.

10%

1 hr.

30%

3 hr.

20%

2 hr.

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CLOSING CUSTOMERS U WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity Workflows

Lead Scoring and Qualification

Activity Breakdown • Workflow Creation and Execution • Workflow Refinement • Lead Scoring Implementation • Lead Qualification / Sales and Marketing Alignment

• CRM Integration CRM Integration / Closed • CRM Management Loop Reporting

Progress Assessment / Analysis

• Workflow Analysis • Funnel Conversion Analysis • Customer Goal Progress Analysis

Weighted Time Baseline Time

30%

3 hr.

30%

3 hr.

20%

2 hr.

20%

2 hr.

ADDITIONAL NOTES: If the client is using SalesForce ensure they have the Professional of Enterprise Version. If they are not using SFDC work with your consultant or Account Manager to determine if HubSpot can integrate with their CRM and how much the integration would cost.

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ATTRACTING VISITORS / CONVERTING LEADS

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WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity

Weighted Time

Baseline Time

10%

1 hr.

• On Page SEO Content Writing • On Page SEO Content Updates

10%*

1 hr.*

Blogging

• Blog Integration • Blog Post Creation

20%*

2 hr.*

Social Media Growth

• Social Engagement • Social Growth

5%

0.5 hr.

Content Creation and Conversion Paths

• Content Preparation • Conversion Path Creation

20%

2 hr.

5%

0.5 hr.

10%

1 hr.

20%

2 hr.

Keyword Research On Page Optimization

Lists and Segmentation Promotion

Progress Assessment / Analysis

Activity Breakdown • Preliminary Target Keyword Research • Ongoing Target Keyword Research

• Existing Contact Segmentation • Ongoing Segmentation & List Refinement • Blog Post Promotion • Email Blast • Social Media Publishing • Keyword Analysis • Social Engagement and Growth Analysis • Traffic Goal Progress Review • Conversion Path Analysis • Promotion Analysis • Lead Generation Goal Progress Analysis

ADDITIONAL NOTES: *If client needs no additional On-Page Optimization or when On-Page Optimization has finished, remainder of time should be allocated to Blogging activities.

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ATTRACTING VISITORS / CLOSING CUSTOMERS

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WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity Keyword Research On Page Optimization Blogging Social Media Growth

Activity Breakdown • Preliminary Target Keyword Research • Ongoing Target Keyword Research

• • • •

On Page SEO Content Writing On Page SEO Content Updates Blog Post Creation Blog Integration

• Social Engagement • Social Growth

Workflow Creation and Execution Workflow Refinement Lead Scoring Implementation Lead Scoring & Lead Qualification / Sales and Qualification Marketing Alignment CRM Integration & • CRM Integration Closed Loop Reporting** • CRM Management Workflows

Progress Assessment / Analysis

• • • •

• Keyword Analysis • Social Engagement and Growth Analysis • Traffic Goal Progress Review • Workflow Analysis • Funnel Conversion Analysis • Customer Goal Progress Analysis

Weighted Time

Baseline Time

10%

1 hr.

10%*

1 hr.

20%*

2 hr.

5%

0.5 hr.

20%

2 hr.

10%

1 hr.

5%

0.5 hr.

20%

2 hr.

ADDITIONAL NOTES: *If client needs no additional On-Page Optimization or when On-Page Optimization has finished, the remainder of this time should be allocated to Blogging activities. ** If the client is using SalesForce ensure they have the Professional or Enterprise Version. If they are not using SFDC work with your consultant or Account Manager to determine if HubSpot can integrate with their CRM and how much the integration would cost.

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CONVERTING LEADS / CLOSING CUSTOMERS

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WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity Content Creation & Conversion Paths Lists & Segmentation

Promotion Workflows Lead Scoring & Qualification

Activity Breakdown

Weighted Time

Baseline Time

• Content Preparation • Conversion Path Creation

20%

2 hr.

• Existing Contact Segmentation • Ongoing Segmentation & List Refinement

10%

1 hr.

• Blog Post Promotion • Email Blast • Social Media Publishing

10%

1 hr.

20%

2 hr.

10%

1 hr.

10%

1 hr

20%

2 hr.

• • • •

Workflow Creation and Execution Workflow Refinement Lead Scoring Implementation Lead Qualification / Sales and Marketing Alignment

CRM Integration & • CRM Integration Closed Loop Reporting** • CRM Management

Progress Assessment / Analysis

• Conversion Path Analysis • Promotion Analysis • Lead Generation Goal Progress Analysis • Workflow Analysis • Funnel Conversion Analysis • Customer Goal Progress Analysis

ADDITIONAL NOTES: If the client is using SalesForce ensure they have the Professional or Enterprise Version. If they are not using SFDC work with your consultant or Account Manager to determine if HubSpot can integrate with their CRM and how much the integration would cost.

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ATTRACTING VISITORS / CONVERTING LEADS / CLOSING CUSTOMERS

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WEEKLY ACTIVITY WORKSHEET Inbound Marketing Activity Keyword Research On Page Optimization Blogging Social Media Growth Content Creation & Conversion Paths Lists & Segmentation Promotion Workflows Lead Scoring & Qualification

Activity Breakdown • Preliminary Target Keyword Research • Ongoing Target Keyword Research • On Page SEO Content Writing • On Page SEO Content Updates • Blog Post Creation • Blog Integration • Social Engagement • Social Growth • Content Preparation • Conversion Path Creation • Existing Contact Segmentation • Ongoing Segmentation & List Refinement • Blog Post Promotion • Email Blast • Social Media Publishing • Workflow Creation and Execution • Workflow Refinement • Lead Scoring Implementation • Lead Qualification / Sales and Marketing Alignment

CRM Integration & • CRM Integration Closed Loop Reporting** • CRM Management

Progress Assessment / Analysis

• Keyword Analysis • Social Engagement and Growth Analysis • Conversion Path Analysis • Promotion Analysis • Workflow Analysis • Funnel Conversion Analysis • Traffic / Lead Generation / Customer Goal Progress Analysis

Weighted Time

Baseline Time

5%

0.5 hr.

5%*

0.5 hr.

15%*

1.5 hr.

5%

0.5 hr.

15%

1.5 hr.

5%

0.5 hr.

10%

1 hr.

10%

1 hr.

5%

0.5 hr.

5%

0.5 hr

20%

2 hr.

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ATTRACTING VISITORS s 1. KEYWORDS

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Ongoing keyword research is an important component to any visitor-oriented Inbound Marketing goals that your client is hoping to reach. Keywords should be low in ranking difficulty, have a moderate monthly search volume and be aligned with your clients’ target audience.

GETTING STARTED

ONGOING ACTIVITIES

Preliminary Target Keywords Research:

Ongoing Keyword Research: • Continue adding to your ongoing list of blogging keywords that will be used in future posts • Align keywords with the client’s target persona

• Use the HubSpot Keywords tool to create a list of target keywords that will be used for On-Page Optimization

Resources to Utilize: • How To Do Keyword Research • The Ultimate Guide for Mastering Long Tail Search • HubSpot Keyword Tool FAQs

HubSpot Academy Classes to Attend: • Keywords

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ATTRACTING VISITORS s 2. ON-PAGE OPTIMIZATION

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Optimizing your client’s pages using target keywords will ensure that they’ll be formatted correctly to get indexed and found for their target phrases. You should be mapping one strategic keyword per website page. If there aren’t any existing pages that are a good fit for a strategic keyword, develop a new website page that is optimized for that particular keyword.

GETTING STARTED

ONGOING ACTIVITIES

On Page SEO Content Writing: • Refer to HubSpot’s On Page SEO worksheet to ensure you’re following optimization best practices

On Page SEO Content Updates: • Update any current pages with new SEO Content • Develop and optimize any new pages that need to be created for additional keywords

Resources to Utilize: • HubSpot’s Search Engine Optimization Worksheet • 9 Step On Page Search Engine Optimization Guide

HubSpot Academy Classes to Attend: • Page Performance

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ATTRACTING VISITORS

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3. BLOGGING

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Ongoing blogging activities are what will bring more organic visitors to your client’s website. It’s important to figure out a weekly blogging regiment so you can publish 2-3 content pieces per week. Because frequent content creation is so crucial, we recommend allocating the required resources to ensure you or your client is blogging consistently.

GETTING STARTED

ONGOING ACTIVITIES

Blog Integration: • Ensure that your client’s blog is setup and integrated with the website • Plan out a blogging calendar to keep track of published content

Blog Post Creation: • Using strategic keywords, write and publish 2-3 blog pieces per week • Utilize HubSpot’s blogging worksheet to ensure you’re following all the best practices during your efforts.

Resources to Utilize: • Blogging With Your Keywords Worksheet • 20 Ways to Brainstorm New Blog Content • 11 Step Guide to Writing a Blog Post

HubSpot Academy Classes to Attend: • Blogging

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ATTRACTING VISITORS

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4. SOCIAL MEDIA PROMOTION & GROWTH

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Social channels provide an excellent opportunity to help bring fresh, qualified traffic to your client’s website. We recommend researching the available social channels, assessing the accounts your client is already utilizing and determining the best networks to pursue (based on your client’s target audience).

GETTING STARTED

ONGOING ACTIVITIES

Social Media Channel Integration: • Connect social media accounts to HubSpot for publishing and monitoring

Blog Content Promotion: • Promote blog posts on social media Social Engagement: • Keep in touch with your audience by asking questions and responding to any interactions Social Growth: • Invest time in growing social channels

Resources to Utilize:

HubSpot Academy Classes to Attend: • Social Media • Campaign Building: Promote

• 7 Steps to Promoting Your Blog • How to Grow Your Social Media Following • How to Track the Success of Your Social Media Channels

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ATTRACTING VISITORS

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5. PROGRESS ANALYSIS / ASSESSMENT

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Measuring the effectiveness of your visitor growth strategies is important for making improvements. You will want to analyze how well your client is getting found for their strategic keywords, how your social engagements are performing, and how you are progressing towards your client’s traffic growth goals.

ONGOING ACTIVITIES Keyword Analysis: • Use the Keyword tool to understand how your efforts have affected keyword rankings Social Engagement and Growth Analysis: • Review social interactions to discover how you can drive more traffic to your client’s website Traffic Goal Progress Review: • Compare your client’s traffic growth goals to your progress using the HubSpot Sources tool Performance Adjustments: • Based on your analysis, make adjustments to your traffic generation efforts ensure you’re on track to reach your client’s traffic growth goals Resources to Utilize: • 10 Steps to Creating a Monthly Marketing Report

HubSpot Academy Classes to Attend: • Sources & Competitors • Driving ROI

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CONVERTING LEADS

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1. CONTENT CREATION & CONVERSION PATHS

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The first step towards generating website leads is creating pieces of content that are custom-tailored to your client’s buyer persona(s). These pieces of content should be of value to the target buyer persona and gated by a conversion path (Call to Action, Landing Page and Thank You Page).

ONGOING ACTIVITIES Content Creation: • Using HubSpot’s “Planning Your Offers Worksheet”, create the necessary content offers for lead conversion Conversion Path Creation: • Develop conversion paths (Landing Page, Thank You Page, Call to Action) for each content offer you create Content Creation Resources to Utilize: • HubSpot’s Planning Your Marketing Offers Worksheet • 13 Ways to Create New Content Offers

HubSpot Academy Classes to Attend: • Landing Pages • Calls to Action • Campaign Building: Lead Generation

Conversion Path Resources to Utilize: • 10 Step Guide to Landing Page Optimization • 8 Step Guide to Creating a Call to Action • 4 Step Guide to Creating a Thank You Page Click to jump to framework: V

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CONVERTING LEADS

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2. LISTS AND SEGMENTATION Before promoting any offers on your client’s behalf, it’s important to create segmented lists based on contact Lifecycle Stage and Persona. By aligning your messaging to the contacts’ correct buyer persona and where they are in the sales process, you’ll be able to deliver more relevant, effective marketing messages to your client’s audience.

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GETTING STARTED

ONGOING ACTIVITIES

Existing Contact Segmentation: • Define the appropriate Lifecycle Stage within the CSV file for any contacts that need to be uploaded • Create a separate list for each defined buyer persona

Ongoing Contact Segmentation and List Refinement: • Refine existing lists based on insight from any past marketing campaigns

Resources to Utilize: • How to Import Leads and Contacts • How to Use Contacts • How to Segment Contacts

HubSpot Academy Classes to Attend: • Contacts and Lists

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GENERATING LEADS

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3. PROMOTION Once your content offers and conversion paths are live and you’ve segmented any existing contacts based on buyer persona and lifecycle stage, it’s time to promote the content you’ve developed to

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start generating leads. Keep in mind that you’ll want to ensure you’re aligning your messaging with the correct persona(s) as you promote.

ONGOING ACTIVITIES Blog Post Promotion: • Create 2-3 Blog posts on the sub-set of the subject covered by each offer. Include a CTA for the offer in each post Email Blast: • Create emails that are targeted toward each persona group that include new offers or content Social Media Publishing: • Promote offers via relevant social media channels and use discretion in terms of frequency Resources to Utilize: • How to Use The HubSpot Social Media Tool • 7 Step Guide to Promoting Your Blog • How to Use The HubSpot Email Tool • 9 Step Guide to Email Marketing

HubSpot Academy Classes to Attend: • Email • Social Media • Campaign Building: Promote

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CONVERTING LEADS

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4. PROGRESS ANALYSIS / ASSESSMENT It’s important to invest time in measuring the progress of your lead generation efforts to ensure you’re on track to reach your client’s goals. We recommend providing clear insight to your client on how you’re progressing with lead generation and reinforcing how your Inbound Marketing activities will help reach their lead generation goals.

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ONGOING ACTIVITIES Conversion Path Analysis: • Dissect the performance of each conversion path, analyzing the performance of the Call to Action and the Landing Page analytics Promotion Analysis: • Analyze the performance of blog posts, email blasts, and social interactions Lead Generation Goal Progress Analysis: • Compare your client’s lead generation goals to your progress and make adjustments to the process if necessary Resources to Utilize: • 10 Steps to Creating a Monthly Marketing Report

HubSpot Academy Classes to Attend: • Sources & Competitors • Driving ROI

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CLOSING CUSTOMERS U 1. WORKFLOWS

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By implementing Lead Nurturing for your client, you can control how their leads will move through the funnel. If the client’s customer goal is short term (0-3 months) we recommend creating a basic Bottom of the Funnel workflow to take leads to the Bottom of the Funnel Offer.

If you have a longer time period to work with, we suggest creating detailed persona-driven

workflows. As part of this effort, you can also create customer-centric workflows, specifically designed to upsell existing customers.

GETTING STARTED

ONGOING ACTIVITIES

Basic Workflow Creation: • Create automated emails and a workflow that nurtures leads from a Top of the Funnel offer or Middle of the Funnel offer to the Bottom of the Funnel offer

Workflow Refinement: • Adjust workflow structure and email copy based on performance metrics (opens, clicks, and unsubscribes)

Persona-Driven Workflow Creation: • Create a unique workflow for each Persona that nurtures leads from a Top of the Funnel offer or Middle of the Funnel offer to the Bottom of the Funnel offer

Resources to Utilize: • 6 Step Guide to Lead Nurturing • Lead Nurturing Workbook HubSpot Academy Classes to Attend: • Intro to Workflows • Advanced Workflows

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CLOSING CUSTOMERS U 2. LEAD SCORING & QUALIFICATION Discovering the information that your client uses to qualify leads will help you contruct lead scoring, a property that can help improve your customer generation efforts.Your smaller clients might not need to implement lead scoring, especially if it’s a small client that is only generating a handful of leads. If they have a small amount of leads, you can help coach them on calling those

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leads and proactively reaching out to Top and Middle of the Funnel Leads.

GETTING STARTED

ONGOING ACTIVITIES

Lead Scoring Implementation: • Set up a Lead Scoring System to identify qualified Leads • Set up MQL (marketing qualified list) based on Lead Score • If your client has a CRM, connect it to HubSpot and have their Sales Rep see lead score

Lead Qualification / Sales and Marketing Alignment: • Solicit Feedback from Sales on the quality of Lead Scores. • Apply sales team feedback to HubSpot form Questions and Lead Scoring

Resources to Utilize: • How to Configure Custom Lead Scoring

HubSpot Academy Classes to Attend: • Contacts & Lists • Coaching Sales to Close Your Inbound Leads [Webinar Series]

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CLOSING CUSTOMERS U 3. CLOSED LOOP REPORTING / CRM INTEGRATION Closing the loop is the final piece to show your real value. Not all of your clients will have a CRM, so you won’t always have the luxury of being able to officially close leads as customers with a CRM system.

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If your client has SalesForce you should make sure to integrate the CRM as soon as they get

HubSpot setup. If they have a different CRM, discuss the integration options with your Channel Account Manager, IMC, or Channel Account Coordinator.

GETTING STARTED

ONGOING ACTIVITIES

CRM Integration: • Integrate your client’s CRM with HubSpot If your client does NOT have a CRM: • Train client to manually close leads in HubSpot • Create a Workflow that will automatically change Lifecycle Stage to customer for closed leads Resources to Utilize: • Integrating Your CRM with HubSpot

CRM Management: • Ensure that any adjustments to HubSpot forms & workflows are reflected in your client’s CRM

HubSpot Academy Classes to Attend: • SalesForce Pre-Install (for SF customers only)

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CLOSING CUSTOMERS U 4. PROGRESS ANALYSIS / ASSESSMENT An important last step to closing customers using HubSpot is

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analyzing the effectiveness of your Bottom of the Funnel campaigns. You will want to analyze the performance of your workflows by checking their churn rate and by analyzing the click thru rate for the included emails. You will also want to speak with the sales

team or the sales manager to make sure that your lead scoring is effective. Using Sources, you will want to compare your conversion rate from Contact to Customer. This close rate will let you know what part of your Inbound Marketing strategy is closing customers most effectively.

ONGOING ACTIVITIES Workflow Analysis: • Make sure that your Lead Nurturing Emails are working and driving people down the funnel Funnel Conversion Analysis: • Compare conversion rates between Top Funnel leads to Middle and Bottom Funnel leads Customer Goal Progress Analysis: • Compare you client’s customer growth goals to your progress and make adjustments to the process if necessary Resources to Utilize: • 10 Steps to Creating a Monthly Marketing Report

HubSpot Academy Classes to Attend: • Sources & Competitors • Driving ROI

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