Turbocharge Your HubSpot Email Campaigns
December 20, 2016 5:40:42 AM | By Matt Benati
While outbound strategies used in Account Based Marketing have been getting a lot of attention recently, inbound marketing still has many extraordinary benefits and many B2Bs continue to be successful with its tried-and-true strategies. In fact, the number of marketers that practiced inbound strategies rose from 60% in 2015 to 85% in 2016. Many others have found that a smart mix of both inbound and outbound is just right for their business.
With inbound, leads are coming to you. They consider you, your content, or your offer valuable enough to give you permission to email them in the future. When you publish compelling content that a visitor finds useful — and a frictionless form that makes it simple to sign up — you have a perfect recipe for gathering a large quantity of leads that have opted-in to receive your information.
At this point, you have to move these leads through your funnel by identifying, nurturing and ultimately selling to, the qualified ones. However, generating high-quality leads is the number-one challenge cited by B2B marketers, and it is made even more challenging when you know very little about the leads you do have – sometimes just an email address.
That’s where email marketing (and email mining) comes into play. Let’s break down the exact path a lead takes with HubSpot and LeadGnome working together to boost efficiency and effectiveness.
Step One – Create Compelling Content That Requires A Form Submission To Download
What constitutes compelling? It needs to be good enough that your potential customers are willing to give their email in exchange for it. The corresponding form should be simple and frictionless, perhaps just a first name and email. These are typically checklists, whitepapers, eBooks or guides.v
Step Two – Add New Leads To An Email Workflow
When it comes to effective inbound campaigns, HubSpot is the crème de la crème. The robust platform allows marketers to create, manage and track inbound campaigns that drive traffic across virtually every type of content, from websites and blog posts, to social posts and emails.
Once someone subscribes, a workflow can automatically add them your designated HubSpot Contact list and corresponding email marketing campaign. Depending on your nurturing process, this can be drip campaign, sending introductory emails over time, or simply your regular newsletter.
Step Three: Use LeadGnome To Mine Campaign Reply Emails
This is where you really take your HubSpot email campaigns to the next level. Instead of waiting until a lead does something – downloads a form, clicks a link, requests information, contacts you, etc. – you can begin learning more about them with every new email campaign.
Think of how many replies you get to a typical campaign… hundreds? Thousands? What do you do with them? The unfortunate reality is that it’s incredibly tedious to analyze them all, so a lot of marketers simply look for the manual typed replies and trash auto-responders like Out of Office, Left the Company, etc.
But buried in the unstructured body of those seemingly nuisance emails is actually a wealth of information. Actionable Account Based Intelligence (ABI) that your sales team can use to learn more about your leads, segment them by persona, personalize messaging, shorten your sales cycle, and close more deals!
Step Four – Put That ABI To Work!
The best part about mining your campaign reply emails is that the intelligence you receive is coming straight from the leads you’ve already engaged. Here’s an example of the type of ABI you can uncover, and what to do with it:
Add Net New Contacts: By sending just two campaigns per month and using LeadGnome to mine the reply emails, you can grow your database by as much as 36% annually. For example, Mary Smith may have signed up for your newsletter, but she’s an administrative assistant and doesn’t have any buying power. But when Mary is Out of the Office and you get an auto-responder that tells you who her boss is, you’ve just expanded your reach within a potential account.
With permission-based marketing like inbound, it is important to have new contacts opt-in before adding them to your workflow. In this case, an SDR could send a personal email directly to Mary’s boss introducing himself and including a link to automatically opt-in to future communications.
Append & Cleanse Database: In addition to adding net new contacts, email mining can be used to append and cleanse the existing information in your database. For example, if you only had Mary’s email address before, an OOO email might fill in missing information like phone number and title. It can also update inaccurate information, such as when a contact changes email addresses, phone numbers or mailing addresses.
Sales Trigger Events: Find out about important changes within accounts, such as when a lead leaves the company or gets promoted. When you learn about these trigger events by mining emails, you gain a 3-6 month timing advantage over competitors who learn about it when they get a hard bounce. This is actionable information that your sales team can put to work immediately, and according to Craig Elias, CEO at SHiFT Selling, first in wins the sale 74% of the time.
Increase Click-Through Rate: Get immediate notifications when a lead’s SPAM filter auto-replies with a Sender Verification Request. In order to weed out unwanted messages, some people require senders to complete a CAPTCHA form before an email is delivered. Your email to Mary may appear to be delivered, but if you missed her verification request, she may never have actually received it. If you’re seeing high delivery rates and low click-through rates, missing these verification requests could be one factor.
Protect Your Brand: For the handful of leads that manually reply with “unsubscribe me” versus following the link to do it automatically, it is crucial that you see, respond and act on those emails immediately – before your next campaign goes out. Continuing to send emails to someone who doesn’t want to hear from you could cause serious damage to your brand.
HubSpot And LeadGnome Together = A Powerful Sales Tool
“HubSpot’s inbound campaigns are unparalleled when it comes to driving traffic and netting new prospects. But then comes the challenging part of moving them through your sales funnel and identifying the leads that will eventually turn into customers. LeadGnome’s integration with HubSpot provides tremendous value by automating the tedious process of analyzing reply emails. What starts as a list of email addresses becomes a robust database of actionable intelligence. And that’s every sales teams’ dream,” said Kim Walsh, Global Director, HubSpot for Startups.
The whole purpose of an inbound campaign is to acquire email addresses and leads. The next logical step is to initiate an email marketing campaign. Email continues to be a workhorse marketing channel, so it just makes sense to want to learn as much intelligence about your leads as possible in order to personalize your messaging and accelerate pipeline growth.
This is easily – and automatically – accomplished by integrating LeadGnome with your existing HubSpot inbound campaigns. Setup takes just two minutes and no changes are required to your existing CRM, marketing automation system, or email campaigns.