Inbound Milwaukee, a HubSpot user group, had another successful meetup. All attendees had the opportunity to hear from two of HubSpot’s experts, Chris O’Donnell, Director and Product Management, and John Nagro, Director of Engineering.
Chris opened the meetup with a presentation on Inbound Segmentation and Personalization. Here’s a recap of the insightful presentation that focuses on ways to retain and grow your contacts database through segmentation and personalization.
- People need a reason to come to your site. If you’re putting the right product in front of people at the right time, you will draw them to your site.
- You lose 25% of your contact database a year. But, your single biggest source of new leads come from emailing your existing contacts. They forward your emails and share them, which can bring in new leads for you.
- Grow your contact databaseby segmenting it. Make lists within your database and separate your contacts based on different properties and/or rules.
- Top-level Segmentation: Contacts that don’t overlap – i.e. product interest, company size, etc.
- Second-level Segmentation: Contacts separated by their stage in the buying lifecycle.
- Align your content with their lifecycle stage:
- Offer insight to a subscriber.
- Share your product with leads.
- Give details to qualified leads.
- Deliver pricing and options to opportunities.
- Provide help and support to customers.
- Align your content with their lifecycle stage:
- For best results, offer a primary call-to-action for each segment, meaning each segment will see a different CTA based on their interests.
- Collect added information by asking and talking with the contacts, by watching their behaviors on your site, and by previous knowledge.
- Offer a personalized experience for your prospects, leads, and customers.
- Use real names and real email address. Avoid using “noreply@hubspot.com.” This will help you to build credibility and a relationship with those reading your emails.
- Overall, the main goal should be to reach out and connect with your visitors on a personal level. Build out content that focuses on their needs and wants and you will be on your way to growing your contacts database with more leads and customers.
John was brought up for a Q&A between him and Chris. Chris asked John questions about the latest changes in HubSpot, and why HubSpot is so simple and efficient for marketers to use. Here’s a brief summary of what John had to say about HubSpot.
- The recent updates made to HubSpot, now called HubSpot 3, allow users to make more dynamic content and CTAs to help them target specific demographics. The idea revolves around focusing on the user and providing for them, guiding them through the buying process.
- HubSpot aims to make inbound marketing a simple process for marketers. Many apps and tools have been developed to help achieve this goal. And the HubSpot experts are there to help you every step of the way.
- HubSpot also wants to and enjoys hearing from their customers. Feedback is always welcome because it allows the engineers to better the HubSpot products for their customers. Everyone at HubSpot is continually working to provide the best inbound marketing software for their customers and partners.
Both Chris and John provided a wealth of knowledge and information for those in attendance at this Milwaukee meetup. It was great hearing from the HubSpot experts and being able to put to practice what they taught.
Add another successful Inbound Milwaukee meetup to the books! The next meetup is planned to take place in January (date TBD). Paul Roetzer, of PR 20/20, will be joining the group to share his expertise in inbound marketing.
