20 tips for getting the most out of HubSpot sales and marketing automation LLC

1. 20 TIPS FOR
GETTING THE
MOST OUT OF
HUBSPOT
salesmarketingautomation.com

2. SMALL
BUSINESSES
The role of aesthetic in establishing brand
identity
Introduction
The key to being successful in HubSpot is whether you're
willing to do things others don't!. Read 20 informative tips
for Getting the Most out of HubSpot.
1. Send follow-up emails to verify real email addresses
If you're using landing pages to convert website visitors
into leads, they have to provide you with their email
addresses in order to receive your offer. However, some
contacts won't want to provide you with a real email
address (these are usually the same people who don't like
using pay-wave - "I'll enter my pin thanks!").
To ensure you've got a list of valid emails, set up an
automated follow-up email thanking them for their
download or sign-up, to see whether or not the email soft
or hard bounces. You can then take out the trash so that
you're left with a clean and tidy email list, where you know
real humans will be the viewers.
2.Use buyer persona-style questions on forms to
automatically assign personas.
If you use HubSpot, or you're across inbound, you surely
know how imperative buyer personas are to your overall
marketing. If you're unaware though, segmenting your
contacts based on buyer persona will allow you to provide
a more personalised experience, but this can often take
some serious time.

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The role of aesthetic in establishing brand
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So to save you the headache, try using HubSpot's form
fields and workflows to automatically set a contact's
persona. To do this, include qualifying questions in your
forms, things like 'What's your biggest challenge?', or 'Who
are your customers?', and then set up a workflow to
automatically assign a contact to a specific persona
depending on their answer to the question.
You can then set up lead nurturing and smart content
based around specific personas, rather than assuming all
of your contacts are interested in the same thing!
3. Remove the navigation on your landing pages
The core purpose of a landing page is to convert website
visitors into leads, so the very last thing you'll want to do
is give them the opportunity to click off the page. Remove
the navigation portal and any links outbound, to make
your landing page distraction-free so people can
concentrate on filling out your form!
4. Redirect landing pages to thank you pages - instead
of a thank you pop-up
Show them you care by taking the time to thank them
properly! If a user has gone to the effort to fill out a form
and download your content, a simple pop-up message is
the equivalent of saying ' cheers, big ears'.

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So instead, use a thank you page to thank them in detail,
while also providing them more information and other
useful content they might be interested in - giving them
the opportunity to check out your website even more or
sign up for something else!
5. Use Smart CTA's with Smart Content to display
content that's next-level relevant to the visitor
With Smart CTA's, your content can change depending on
the visitor viewing it, so instead of showing the same CTA
to every Tom, Dick and Harry, you can show them
something different! It could depend on their lifecycle
stage, their product interests, their device - anything you
deem important!
6. Ensure your workflows are working with you
How good is the ol' CRM. But, it's important to remember
that the success of a CRM system is heavily dependent on
how up-to-date the info is kept. Things like email
addresses, lifecycle stages, contact info or any other
information your sales team needs are stored within the
CRM. Making sure your workflows are kept up-to-date
ensures that updates to information can be as automatic
as possible. For example, if you were to qualify a lead,
rather than manually remove a lead owner and remove
them from your email listings, HubSpot does all of the
heavy lifting for you - doing it all in the background!

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7. Use branching logic in workflows to ensure contacts
never receive the same content twice!
Branching logic in workflows allow you to specify whether
or not an action should trigger based on certain criteria
being fulfilled. In simple terms, if a contact has already
downloaded and read an eBook, you can set up some
sweet actions to ensure they're sent something new!
8. Test a variety of different CTA's
Using different CTA's across your website allows your
visitors to engage on a level that isn't just 'contact us' and
allows you to move them through your sales cycle.
9. Analyse your social media posts to optimise
messaging
Not only does HubSpot allow you to schedule and
monitor your social media posts, it also allows you to
analyse each individual tweet, LinkedIn, Facebook, and
Instagram post to identify what works and what doesn't.
You'll be in the drivers seat as you suss out which social
media posts work well - maybe certain words and phrases
boost engagement or the length of the post encourages
conversion? Whatever it may be, you can refine your
social posts to improve your engagement with your
audience!

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10. Get used to progressive profiling!
While it might sound a little lardy-dah, your forms are
incredibly important when it comes to whether or not a
website visitor converts on a landing page - so you want
to ensure they're the best they can possibly be. Queued
form fields mean that if a contact has already submitted
at least one form on your website and answered the
required questions on your form, they will be asked
something else.
For example, say a contact had already provided you with
the company they work for and their job title, how
annoying would it be if you asked them the same
questions all over again? Very, is the answer!
Using HubSpot's trusty queued fields, form fields that a
contact has already answered can be replaced with
different ones - ensuring you are constantly increasing
the profile you have on your leads and putting your sales
team in a better position to sell.
11. Ensure 'grey-mail' is excluded from your email
sends
'Grey-mail' is essentially where contacts have subscribed
and opted-in to receiving email from you at some point in
time but have never really engaged with you.

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While including them in the beginning might have just
been your attempt at being all 'kumbaya', now you need
to realise that if people aren't engaging with your emails
and you continue to include them in email lists , all you're
doing is decreasing the overall success of your email
campaigns and affecting your reporting!
Build a list of contacts who aren't engaging with your
emails and go full Mean Girls 'Burn Book' style on 'em, by
removing them from your nurture lists and email batches!
12. Create personal and team-wide filters to manage
contacts
Be everyone's BFF by filtering your data for each team so
that they can concentrate their efforts on the most
important leads. Sound like a lot of work just for some
office popularity? Not with HubSpot!
Just like when you tell your mates you've lovingly
prepared a mean three-course meal for your dinner party
but you've really just ordered Uber Eats, HubSpot will
handle the hard stuff.
You can use marketing lists and filter data within the sales
contacts, companies and deals views in order to find the
exact information you and the rest of the team need!

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13. Let people book appointments when it suits them!
Give the power back to the people by allowing prospects
to schedule appointments quickly and simply, and
eliminate the awkward back and forth emails. The
HubSpot Meetings tool reads your calendar, identifies
your availability and allows prospects to get in touch
when they're free. We've found great success with this in
terms of humanising our brand and appearing far
friendlier. Prospects far prefer a 'Book an Appointment'
button than a frankly scary 'Contact us' button.
14. Use lead scoring
The HubSpot lead scoring tool allows you to rank
prospects and attach them to values based on info
they've provided and their behaviour on your website.
This approach allows you to separate quality leads from
those who are just starting to look around.
For example, if they've completed one form on your
website, assign one point. If they're in your business's
target market, assign one point. If they've completed a
contact us form, assign five points. If they've provided a
personal email address instead of a work email, minus
two points. This means you can prioritise your lead
engagement and identify which prospects are potentially
most valuable to your company and your current sales
funnel.

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15. Use lead flows to increase on-page conversions
HubSpot's lead flows tool allows you to create pop-ups,
prompts and forms to get your content offers in front of
your visitors at the right time to increase conversion on
your site.
Using the trusty lead flow tool, you can use certain
triggers to determine when your pop-up, prompt or form
appears for a website visitor. For example; how long have
they been on a page, how far down the page have they
scrolled, or whether they've shown intent to leave the
page.
The lead flow tool makes it super easy for your website
visitors to engage with your business, giving them
different options to get in touch with you. And best of all?
It's part of the free HubSpot package!
16. Keep tabs on your competitors!
HubSpot isn't only useful for tracking your own keywords
and conversions, you can also use it to check out the
marketing strategies your competitors have tried. How
did they pan out? In HubSpot's 'Competitor Reports'
portal, you can better understand metrics like keyword
rankings, followers, and marketing grade - and most
importantly, how you compare! With this info, you can
gain an objective understanding of your position in the
marketing game, and talk plan-of-attack with the team to
get on your competitors' level!

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17. Call contacts directly from the CRM to record
important deets!
If you just so happen to operate like the majority of
salespeople, chances are you spend most of your days
speaking with contacts on the phone, only to be left with
scribbled notes giving only the surface-level highlights of
what you discussed. This ain't great when you're trying to
build rapport and recall detailed information for future
meetings.
But good news, you can actually call directly from the
HubSpot CRM, meaning that your call will be recorded no
sweat, leaving you free as a bird to make relevant notes in
the contact record!
18. Know when the right time is to call a contact
Studies have shown that if someone submits a form on
your website, you are 10 times more likely to get them on
the phone if you call them within 5 minutes, than if you
were to give them a ring an hour later. So if you call within
those first five, you'll be 21 times more likely to qualify
them as a lead than if you waited half an hour!
19. Set up tasks for users
A great way to stay on top of managing multiple people
and increase cohesion within your sales department is to
build out a list of tasks that need to be done right in your
HubSpot CRM - eliminating the need for external
documents!

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20. Merge duplicate contacts
Before you go the whole hog and delete a load of
contacts, consider merging duplicate contacts. For
example, say Sally Ann at sallyann.co fills out one of your
forms with her work email address and then a couple of
days later fills out a different form with his personal
email, HubSpot will create two contacts - so now, Sally
Ann is in your system twice, taking up space. To clean it
up a bit, you need to merge these two contact records.
Top tip: When merging contacts, ensure you determine
which contact will be the primary contact (the one that
stays in the system!)
Once complete, all data will be merged so you can be sure
that when you look at Sallys' record, you're getting only
accurate data!

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As a longstanding HubSpot partner, we sure have learnt a
thing or two about what works and what doesn't, and are
constantly finding new ways to make HubSpot run like a
well-oiled machine.
So that's why we are offering a FREE audit to help you,
whether you're just starting out, to get you back on track,
or to nip and tuck your platform for maximum efficiency,
leave it to the experts.
You have nothing to lose!
Get in touch today -
daniel.buckle@salesmarketingautomation.com
Summary
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