Managing a contact database is hard. I’ve worked with over 20 HubSpot customers on multi-month (sometimes multi-year) engagements, and they seem to universally have problems managing their contact database and keeping their leads from going cold.
These issues are so common across the entire HubSpot customer base that HubSpot Academy has made a number of projects to help their customers solve these issues.
We spent some time to go through their tutorials (called Customer Projects) and found the ones that will help you better manage your contact database and engage with your leads.
What is this:
This project will help you get rid of duplicated contact properties, without losing existing lead intelligence that may be connected to the fields you’re deleting.
Why it’s useful:
Alright, that was a little buzzword-y. So let’s ground it in reality.
Imagine you want to call some of your warm leads and see if there’s a chance to work together. So you open up HubSpot, and you start setting up a Smart List that will automatically pull in anyone that has provided you with their phone number.
But you realize you have a problem: there are four different contact properties that ask for the phone number! One asks for “phone number”, one asks for “phone #” one asks for “mobile number”, and one asks for “best number to reach you”. That’s going to get annoying!
Your first instinct might be to delete every contact property except “phone number”. Step away from the keyboard! If you do that, you’re going to end up deleting the provided phone numbers provided on forms using the other three.
This project helps you merge those contact properties without losing that intelligence.
What is this:
This project will help you set up and manage lifecycle stages to ensure that leads are moving through your funnel.
Your HubSpot contact database has ballooned in size. You’re way over your cap. Your HubSpot subscription renewal date is staring you down. And you know that if you don’t delete some of those leads, you’re going to pay hundreds of dollars a month in additional costs for HubSpot.
So, your mission is to cut down the size of your database by deleting leads out of it. We get it; that’s smart, it’s going to be a big money-saver. Keep in mind that every “extra” lead in your database costs between $0.01 (for HubSpot Enterprise users), $0.05 (for HubSpot Professional users) and $0.10 (for HubSpot Basic users). That’s not much on a per-lead basis, and the return-on-investment on some of those leads could be substantial; of course, not every lead is created equal and some of those may never return value.
We want to help you make the right decisions on who to cut out, that way you only cut out leads that are unlikely to return value for your organization.
Generally, you’re going to cut out leads based on two things:
Below, we’ve provided some deletion criteria for you to build into a HubSpot smart list. Keep in mind that these are starting points, but you would ultimately want to adjust them for your unique situation. Anything that’s been underlined below is easily adjustable to your unique situation.
Every time your check you HubSpot contact database, it seems the number creeps higher and higher. You’re closing in on your limit (Minimum of 1,000 for Pro, 10,000 for Enterprise). Your HubSpot rep is contacting you about upgrading your subscription — which, of course, means paying more.
Time to get rid of the dead weight. What do you need all those contacts for, anyway? All they’re doing is costing you money, right?
An indiscriminate liquidation of your contacts database may be satisfying. And it may indeed keep you below a costlier tier of HubSpot pricing. But we’ve learned from experience helping hundreds of inbound marketers that, in the long run, deleting contacts also means deleting money.
That is, if you know what to do with them, almost every contact is worth something.
Mobile usage has exploded; and with it, mobile-specific design strategies have been created. Some of them are amazing, such as responsive websites. Some of them are not so amazing, such as the "hamburger" menu, which we will be discussing (and hopefully killing off) in this article.
You've probably seen the hamburger menu without really knowing what to call it. It's the little 3-line icon in the top right or top left of most sites when you access them on mobile.
(Sometimes you even see it on desktop sites; which, you'll realize is even more awful after reading this article.)
It was created a few years back, and it's simply exploded in usage. It's ubiquitous at this point; if you have a mobile site, you likely use a hamburger menu.
Unfortunately, it's explosion in usage is a terrible thing for company website owners everywhere. If you have one, you've made a mistake--albeit one that is easily correctable.
Well, to be honest, it is an elegant solution from a design standpoint. Desktop sites have the space to include the traditional menu you see on most sites around the web. So when designers were asked to design sites with smartphones in mind, that presented a serious problem: how can we get all these menu options on a screen so small?
This is why the hamburger menu was created; instead of trying to get all of those options on the mobile screen...why not just hide it behind an icon that allows you to access the menu when you want it? BOOM. It exploded. It seems like an obvious and elegant solution, right?
Except it's not.
A lot of designers design things because they look good, because they are easy, or because every other designer does it that way so it must be a good idea. What happens is that they don't incorporate user psychology into their design; not every designer has an understanding of the way that a user's mind works when they are using a site. In other words, a designer often designs for looks, not user experience.
The hamburger menu seems like a good strategy, but when you evaluate the way that users navigate sites, you learn that it's actually fundamentally flawed.
The key: blog subscribers.
Blog subscriber count is one of the most underrated metrics in all of inbound marketing. Seriously. So much attention is paid to traffic and leads, but so little attention is paid to growing blog subscribers. And that's a mistake. Why?
I get this question a lot: “Does your inbound marketing agency use freelancers or is all the talent in-house?” When clients or prospective clients ask me this, I have to wonder, what’s behind it?
Granted, there are plenty of horror stories out there about finding and working with freelance writers. You may have experienced a few yourself. I know I have. But I’m proud to admit (much like Mike Brown at nDash Marketing did a few months ago) my agency does use freelancers — and we, and our clients, are stronger for it.
Your B2B company’s ecommerce site — and the customers who use it — could be an untapped trove of marketing opportunities.
In B2B, online shoppers are looking for more than prices and specs. They’re looking for answers. Every time someone visits one of your catalog pages, it’s an opportunity to provide those answers. It’s a chance to steer them towards helpful content — and in the process, capture their information for your marketing database.
But for too many B2B companies, the gap between ecommerce and marketing is a yawning chasm. Their ecommerce and online marketing platforms (like HubSpot) are black boxes, neither revealing their valuable secrets.
But shouldn’t you be able to market to the people who are already shopping for your products? Aren’t the people who already know your brand the ones most likely to become new or upsold customers?
One company, Boiler Supplies, thought so. Here is how they, with the help of our agency and the HubSpot APIs, spanned the divide between ecommerce and marketing.