marketing automation is not a silver bullet
The tools at the heart of the HubSpot platform provide a suite of automated processes to deliver relevant content to leads when they are ready and receptive. These methods include:
Email: You can use a subscriber’s lifecycle stage, list membership, or any of the information held in their contact records to serve up bespoke subject lines, personalisation, content relating to previous actions, associated links, and schedule campaigns to send at the optimal time, regardless of time zone differences.
You can maximise campaigns with A/B tests and analytics to discover subject lines that get the most opens and content that gets you better engagement. And you can dig into your data to analyse the best times, days, formats and much more when it comes to sending re-engagement emails, newsletters, and any number of offers you may have.
Workflows: Your lead nurturing is marketing automation based on a visitors actions, so prospects move through the funnel and either do nothing, where they are added to a back-burner list, de-select themselves, or move closer to becoming a qualified lead.
The Workflow tool in HubSpot enables you to set up any number of trigger conditions so that the right messages are sent to the right leads at the right time. And Workflows can be tied to goals, so you’ll know if they are working.
You can use the advanced segmentation logic in the tool to determine who gets enrolled in your workflows, and when, then personalise emails for each recipient using details from your contacts database or CRM.
Workflows can be used to set up web-hooks, score leads, send leads to sales, update properties, copy values, and much more. And you can trigger notifications when a contact takes a particular action that matters to you.
Lead scoring: Lead scoring lets you assign a value to each lead based on the information they give you and the actions they take. At a base level, you associate scores based accumulated activity such as the number of pages visited, specific pages visited, offers downloaded, social engagement, etc. Associating points in this way will be a little arbitrary, but it will help indicate the passage of leads through your funnel.
At a more advanced level, you can look at contacts who became customers and those that didn't to see what they have in common to ascertain which attributes should be weighted.
If the information exists, you can calculate the lead-to-customer conversion rate and identify the characteristics of customers you believe were higher quality leads and calculate the individual close rates of each of those attributes.
Progressive profiling: This allows you to manage which questions appear in a form based on what data has already been acquired. Each time a contact fills out a form, you can collect new information about them and keep forms short.
You will achieve higher conversion rates using shorter forms and avoid repetition. In this way, you can build a deeper, more comprehensive profile of each lead which wouldn't be possible if you had to use much longer forms.
You can reuse the same forms across multiple landing pages and, by queuing up questions, are always adding to the profile of a prospect, irrespective of the offer they are converting on.