Advanced Lead Nurturing - Hubspot Enterprise Feature Review #1

Wouldn’t you just love to get inside your prospect’s head and know what they will respond to? You can...well somewhat. With some of the advanced lead nurturing that Hubspot has absorbed in their aquisition of Performable, you almost can. We are one of a small group of Hubspot VARs that are

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part of the initial roll out and each Wednesday I will review a new feature and it’s potential uses in your marketing. While you may not be using Hubspot for your marketing automation and analytics, you will still learn from these cutting-edge processes that are becoming the norm in online lead generation and inbound marketing.

This Week’s Favorite Feature: Behavior Triggered Advanced Lead Nurturing

Anyone who reads my blog knows I’m extremely excited about lead nurturing and it’s heuristic psychology connection. Using Hubspot’s Enterprise level product, once your lead converts on any of your landing pages you can track their behaviors on your site and send advanced lead nurturing emails. An example would be someone who may download your latest report and doesn’t return to your website within the next week. You may want to send them a customer testimonial to entice them to stay engaged. If they have returned to your site you may want to attempt a trial close by inviting them to a free consultation.

You can set up wonderful behavioral triggers on your website: visiting certain pages or abandoned carts. It’s entirely custom for your business. Below are just a few behaviors you could track and send an advanced message based on.

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Multi-channel Nurturing – This is when you really put social media tracking to work. I doubt there is a brand around that isn’t tracking their name and their competition online. But, when someone mentions the competition it’s rare that anything proactive is done. Now, when your prospect starts engaging your competitor or asking questions online (remember, they already converted once on your site) you can send them an advanced lead nurturing message. Maybe it’s for a special trial or discount. Timed well, it can truly turn a prospect around. Timed too quickly and you could be in the running for evil-marketer-of-the-year!

This is the first of many tidbits I will share of the amazing, advanced features that we’re using for our own marketing and our most aggressive clients. Please don’t hesitate to ask questions, comment or call. We know this is new to a lot of companies out there (though most won’t admit it!) Ask questions privately, if you’re shy. We want to help educate everyone who is serious about using the most aggressive online marketing and lead nurturing to get beyond the MOF middle-of-the-funnel and convert.

Source: Hubspot Enterprise Training Deck