Leveraging HubSpot Enterprise to Grow Your Agency Peter Caputa Date: Lead Grading* *Available in Basic. Custom Grading Available in Professional & Eterprise

Agenda Lead grading vs. custom grading How to setup custom lead grading How to use it for your own agency How to sell it to prospects/clients Feedback for next version of app Homework Getting Help & What’s Next

LEAD GRADING VS CUSTOM LEAD GRADING

Standard vs Custom Lead Grading Standard Lead Grading Available in All Products Custom Grading Available in Pro & Enterprise L

Standard Lead Grade 0 to 100 Score Based purely on engagement with website Ranks all leads against each other periodically

Update Grade via HubSpot API You Can Update Programmatically. LeadGrader App, by LyntonWeb Updates this Field Automatically Using the API

Custom Grade 1.Custom: Grade on engagement + characteristics of leads + stage of buying process. 2.More control over which leads get sent to sales/worked by sales. 3.Get tire-kickers/bad fits/competitors out of your sales funnel.

SETTING UP CUSTOM LEAD GRADING

Go to App Marketplace

Register the App

Start Adding Criteria 1.Landing page/form 2.Form field response 3.Number of conversions 4.Number of visits 5.Number of page views 6.Found site Via

Landing Page

Landing Page: Use Title or URL

Landing Pages: Use Form Name

Form Field Response

Number of Conversions

Number of Visits

Number of Page Views

Found Site Via

Example Implementation

Turning Lead Grader On/Off

USING IT FOR YOUR OWN AGENCY

Some Ideas 1.Form Fields: 1.Title. Weight titles differently: CEO, CMO, Small Business Owner 2.Start collecting “company size”. Get rid of real small and real big. 3.BANT: Budget, Authority, Need, Timing:: Ask form questions about “biggest marketing challenge”, “what they’re spending or doing now, what they plan to do differently, what time frame for a change is. (E.g. on Website redesign ebook: “When are you planning to redesign your website?”) 2.Negative scores: for other marketing agencies/competitors, smaller companies, lower level titles. What other ideas do you have?

SELLING IT TO PROSPECTS AND CLIENTS

Qualify First…. 1.What’s a good lead for you? What characteristics would determine whether a lead is good or not? 2.Are some landing pages/forms on your site better indicators of a sales ready lead? 3.Do you know if some sources of leads convert to sales better than others? 4.Do you get good leads from your website? Are they the same quality as other leads? 5.Do you send all of your leads to your sales team to work? Do they work them deeply or complain about the quality of them? 6.How does your sales team prioritize who to call first? 7.How do they prioritize who to call again? How do they determine when to call someone again? 8.Tie Down: If you could automatically sort which leads are qualified prospects, would that help you? Help your sales team?

Tie Downs 1.If you could specify criteria for what a qualified lead is and then automatically grade them, would that help you? Help your sales team? How would that help you/your sales team? 2.What criteria makes a good lead? Ask why. (Write them down.) 3.Do you think your sales team would agree that these criteria are ideal too? Does it make sense to survey them? 4.In addition to these criteria, what kind of questions does your sales team ask prospects once they get them on the phone? 5.How much weight would you assign each of these criteria?

WHAT’S NEXT?

Ideas Being Considered 1.Use Advanced Analytics Events as Grading Criteria (Pages Viewed, Clicked Elements, Advanced Landing Pages/Other Forms, Custom Events) 2.Trigger events and lead nurturing sequences based on grading criteria: helps to nurture based on form field responses. (e.g. Nurture CEO differently than assistant.) 3.Use recency of activity to reduce lead grade.

HOMEWORK

Homework 1.Install the app 2.Configure your lead grade 3.Share the criteria you used with the group… 4.Get inspiration from the group… &qid=14e a6c5- d762c776a639&goback=%2Egmp_ %2Egmp_

QUESTIONS?

Use the Forums We’ll post updates and to-do’s. You should respond when you do something, or when you get stuck. If you have product setup questions, call support. 888 HubSpot

See You Next Wednesday