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#SLCHUG Dives Into Marketing Automation - Recapping the August 18, 2016 Meeting

[fa icon="calendar'] Aug 30, 2016 7:20:20 AM / by Brandon Carter

SLCHUG August 2016

The Salt Lake City HubSpot User Group had yet another good crowd on August 18th, full of first timers and a LOT of actual HubSpot users. Which is appropriate, since it's the…uhhh, HubSpot User Group.

It was a great meeting for those users to be at, too. Because both of our speakers dug into some specific topics central to the HubSpot experience: automation and email.

Our first speaker was Lauren Mattos (LinkedIn - Twitter), a lead nurturing expert from HubSpot.

The idea of lead nurturing, and automating the process, is central to the content marketing concept. We draw people in with good information, and even earn a subscription or an eBook download then….then…..what?

That's where nurturing comes in. You (or your system) continues to offer value and educate the prospect all the way until they become a customer. It can take days, or even years. It's tough, but pays off: Nurtured leads make 47% larger purchases then their non-nurtured counterparts.

Check out the slides below for Lauren's three campaign types, four different email types, how to set up behavioral emails, and more.

SO. MUCH. CRUNCHY. INFO.Another great crowd at the SLCHUG!

So what happens when someone has been in your nurturing funnel for a while and hasn't engaged? Our next speaker talked about that situation specifically.

Ian Shields (Twitter -- LinkedIn), marketing guru at HireVue, walked #SLCHUG through his re-engagement campaign.

Essentially, when a lead goes inactive for 180 days, they're placed in a workflow that drips three emails. Each email is spaced 30 days-ish apart, and if the leads fails to engage with any of them, they're booted from the system.

Which, speaking of, Ian has a GREAT hack for. He has a process for keeping leads in your database without having them count against your total. That's a BIG deal for those of us who can't afford portals of a million leads. He was kind enough to put together an article outlining it here.

Ian had more great tips for email. Like optimize yours for mobile, and respect the inbox. I thought this quote was genius:

Here is the slide presentation from the event. Enjoy!

Thanks to everyone for coming, and to Club 50 West for having us! If you're interested in presenting at one of our meetings, or learning how to get involved in the user group, please reach out to us at the form on the bottom of http://slc.hubspotusergroups.com/.

Housekeeping:

  • Come to Inbound - HubSpot's awesome marketing conference is coming soon. Join Doc and I and a bunch of other SLCHUGgers in Boston. Register today and use our code to save some money!
  • Tell us that you're going to Inbound so we can get some cool perks - Want to sit in the zip code normally reserved for HubSpot bigwigs? Want some free stuff? All you have to do is let us know you're heading to inbound. If we get more than the rest of the HUGs (those losers!), all of our attending members get VIP treatment!

See you in October!

 

Topics: #SLCHUG meeting recaps,

Brandon Carter

Written by Brandon Carter

Writer and public relations pro. Marketing manager at Access Development. A fine gentleman with refined tastes.

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