Nick Sal - Chaos Under Control

bit.ly/contactchaos #INBOUND16
CHAOS UNDER
CONTROL
How to Organize a Messy Contacts
Database to Market More Effectively
Nick Sal
Director of Client Services at
Innovative Marketing Resources

Nick Salvatoriello
HubSpotting for 5+ years
@NickSalinbound
www.imrcorp.com

Here’s why you’re
probably here…

Don’t
worry!
The cavalry
is here.

More contacts
in an optimized database
More opportunities to close
=
=

A database that is optimized
for inbound marketing is one
where every contact is valued
and qualified.
What do we mean by valued + qualified?

As inbound marketers, we
believe every contact
should be valued…

“Every person in your
database has value;
you need to determine
what that value is.”
-Mike Volpe
Angel Investor and
former HubSpot CMO

Qualified means every
contact has a next step
they are a good fit to take

Fans
Leads
Customers
Churned Contacts
“Chaotic” Contacts
EVERY CONTACT NEEDS A NEXT STEP
Subscribe, like, comment, share
Nurture, score, pass to sales
Upsell, cross-sell, review, refer
Suppress, cleanse, remove
Re-engage, re-qualify, reduce

WOULD YOU LIKE TO SEE
HOW THIS IS DONE?

1. Clean up lists and contact properties
2. Score your contacts
3. Build re-engagement campaigns
4. Relinquish contacts at the right time
5. Set up systems to prevent chaos
6. Execute action plan and access resource kit
OUR BLUEPRINT FOR GETTING
YOU THERE

1 CLEAN UP CHAOTIC LISTS
AND PROPERTIES

“Most customers come
to us with lists that
have little organization
or label method. So, it’s
hard for them to know
which lists to focus on
when they login.”
-Gabriela Antunes, @IMRCorp

“The #1 warning sign?
Redundant contact
properties. If there are
a lot of redundant
contact properties,
there are bound to be
problems.”
-Kevin Jorgensen, @IMRCorp

WARNING!
If you do not have any buyer persona research, that
must be done and available before going any further.

CASE STUDY: SOFTWARE & EMPLOYEE FAMILY
CARE INDUSTRY
Problem: No clear persona
profile in place to guide what
contact data or list segments
to focus on tracking.
Solution: Conducted formal
persona research and created
a clear persona profile.
Result: Received buy-in on
data to track from sales and
product teams.

“If you don’t provide your
sales team insights from
your target audience,
you won’t have their buy-
in when standardizing
shared data.”
-Heidi Erdman
Director of Sales and Marketing,
Care@Work by Care.com

OBJECTIVE
Clean up your lists and contact properties

 Organize lists into folders
 Delete auto-generated lists from imports
 Adopt a specific, consistent naming system
 Delete unused lists, not used in workflows
or emails
TECHNIQUES FOR LIST CLEAN UP

CASE STUDY: PRIVATE BOARDING SCHOOL
Problem: Client portal had
over 72 uncategorized lists
and was time consuming to
sort through.
Solution: Created 12
separate folders.
Result: Easy access to lists
client needed for different
inbound activities, such as
content offers and events.

 De-dupe contact properties.
 Map out contact properties and delete unused ones.
 Move single-line text fields to drop-down select.
Example: using ranges vs. open-ended questions
TECHNIQUES FOR CLEANING UP
CONTACT PROPERTIES

Case study: Care@Work by Care.com
Problem: 5,805 different titles
in database, ranging from 2nd
Vice President, Total Rewards
to Zoologist.
Solution: Added new Role
and Job Function dropdown
form fields for more reliable
segmenting, scoring and
reporting.

“When we implement
lead scoring, drop
down fields are going
to make scoring our
audience foolproof.”
-Jessica Marble
Marketing Manager,

“Every marketer faces a
trade off with data.
How exact do you really
have to be?
At some point you have to
let some things go in the
name of making the data
clean and reliable for long
term success.”
-Heidi Erdman
Director of Sales and Marketing,

NOW WHAT?

2 UNCOVER HIDDEN GEMS BY
SCORING YOUR CONTACTS

“When I looked at my
contacts, I just didn’t know
where to focus.
Who is worth my time? Who
is actually interested in what I
have to offer? How do I know
who in there is the highest
priority?”
-Dan Fisher, Menemsha Group

Problem: A database full of
unqualified contacts with no
prioritization strategy.
Solution: Implemented
HubSpot scoring.
Result: Uncovered 42 highly-
qualified leads ready for sales
engagement!
CASE STUDY: IT STAFFING INDUSTRY

OBJECTIVE
Implement Lead Scoring (a.k.a. “HubSpot Score”)
in HubSpot

Interview your sales
team for their
qualification criteria
Complete a lead
scoring worksheet to
track properties and
point values
Set point thresholds,
create workflows,
and lead
notifications in
HubSpot
Interview Worksheet Implementation

An initial interview with your sales team
will trigger their thinking about criteria
for most sales-ready leads.
InterviewInterview Worksheet Implementation

Build scoring criteria using our
worksheet:
bit.ly/contactchaos

Is this person a good fit for
your company’s services?
TRAITS TO CONSIDER:
• Industry
• Employee headcount
• Role
• Budget
• Location
Does this person show interest in
you?
BEHAVIORS TO CONSIDER:
• Page visit #
• Specific page views
• Email opens & clicks
• Form submissions
• Recent sales activities

Step 1: Set up scoring criteria in HubSpot
using your worksheet.

Step 2: Determine your lifecycle stage point
thresholds. How many points qualify an
MQL? SQL?

FREE
RESOURCES
TO HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets in our resource kit to help
you:
• Lead Scoring Tutorial
• Lead Scoring Worksheet
• Lead Scoring Required
Reading
Resource Kit

NOW THAT WE’VE SCORED
EVERY CONTACT WE CAN, WHAT
CAN WE DO TO ENGAGE OUR
“CHAOTIC” CONTACTS?

3 RE-ENGAGE THE REST OF THE
CHAOTIC CONTACT LIST

“Clients struggle with
keeping in touch with
their contacts. 80-90% of
our clients come to us
with a database full of
cold leads and no
ongoing campaigns.
Total chaos.”
-Ross Simons, @IMRCorp

CASE STUDY: TRANSPORTATION/LOGSITICS COMPANY
Problem: A quiet database.
New leads received ~3 emails
over 3 weeks in a sales cycle
that spans years.
Solution: Send targeted,
segmented emails.
Result: Every new content
launch has a 15% CTOR and
+35% submission rate.

OBJECTIVE
Create a campaign in HubSpot to re-engage your
“chaotic contact” bucket

There are three steps
to creating this
campaign.
SEGMENT STRATEGY LAUNCH

Segment contacts into 3 lists:
1. High-potential / high touch
2. Medium-potential / medium touch
3. Low-potential / low touch
SEGMENT STARTEGY LAUNCH

• Prioritize
• Email/call
• Offer your time or
another high-
value offer
What should you do
with high-score
contacts?
• May need more
data
• Thoughtful,
segmented email
• Offer your best
content
What should you do
with medium-score
contacts?
• Play curious…
• Send “top blogs”
email
• CTA = Share
feedback/update
email preferences
• Are they fans?
What should you do
with low-score
contacts?

Strategy
Use 2 assets for email re-engagement campaigns:
1. Email campaign brief – who it’s for, their pain points,
and how this campaign will help.
2. Email purpose map – specific value proposition for
each campaign piece.

This process is straightforward:
1. Create your offers and email copy
2. Set that content up in HubSpot
3. Create segmented lists in HubSpot
4. Launch emails

FREE
RESOURCES
TO HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets in our resource kit:
• Re-engagement
campaign brief
• Email strategy template
• Email subject line
formula templates
Resource Kit

SO NOW THAT WE HAVE
ATTEMPTED TO RE-ENGAGE, WHAT
DO WE DO WITH THE CONTACTS
THAT ARE STILL COLD?

4 RELINQUISH UN-ENGAGED
CONTACTS TO THE CHAOS

“I’m way over my contact
tier cap. I’m going to see
my HubSpot subscription
costs increase if I don’t
delete contacts. But how
do I choose which ones
to delete?”
-Jesse Hartman,
The Wellness Institute

CASE STUDY: GRADUATE-LEVEL TRAINING PROGRAM
Problem: Unprofitable leads
from contact bloat and list
purchases.
Solution: Created a deletion
list that cleared out +29,000
contacts.
Result: Saved $250/month in
HubSpot subscription costs

OBJECTIVE
Build a deletion list in HubSpot

WARNING!
DO NOT delete contacts just to save a couple of bucks
unless you are sure they cannot bring a greater value.

Has not viewed page in more
than 26 weeks
-AND-
Has not opened > 1 email
-AND-
Last email send date within 3
months
-AND-
Is not a customer or SQL
Criteria 1 - No site visits

Has previously hard bounced
any email send
-AND-
(These leads aren’t worth your
time. They won’t receive your
emails.)
Criteria 2 - Can’t email

Has received at least +3 emails
-AND-
Has not opened one email
-AND-
(These leads don’t care about
your emails.)
Criteria 3 - Not opening

Original Sources = Offline, Paid
-AND-
Has not viewed a single page
-AND-
Is not a customer or sales-
qualified lead
(These purchased leads have
shown no behavior that
indicates interest.)
Criteria 4 - Strangers…

Tweak numbers
and criteria to fit your
unique situation.

FREE
RESOURCES
TO HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets in our resource kit:
• Contact list deletion template
• 10 strategies for identifying
unprofitable leads.
Resource Kit

LET’S RECAP…

YOU’RE HERE BECAUSE…
Your contact database is
out of control.

AFTER YOU FOLLOW THE
STEPS IN THIS PLAN…
• You will know which contacts are qualified for
which activities
• Your database will be filled with contacts that
feel valued
• Your contact database will be under control

BUT, IS THIS ONLY
TEMPORARY?
Will your anxiety return in a year?
In 6 months? In 3 Months?
How long before your contact database is
out of control again?

I SAY, NEVER AGAIN!
HERE’S HOW

5 PERMANENTLY STOP THE
CHAOS FROM RETURNING

“The best way to
maintain an optimized
database is simple:
keep in touch with your
contacts and keep your
data clean.”
-Mark Greco, HubSpot Inc.

CASE STUDY: The Wellness Institute
Problem: No process for
maintaining constant
communication with contacts.
Solution: Grew blog subscribers
600% in one year and built recurring
workflows.

OBJECTIVE
Ensure consistent and ongoing communication.

HERE ARE SOME IDEAS…

 Get all contacts subscribed to your blog
 Send your customers a newsletter
 Launch all new premium content offers with a
promotional email
 Gently nurture contacts with a slow drip of content
“greatest hits”
ONGOING CONTACT ENGAGEMENT TIPS

1. “Hey, it’s the ____ marketing team. We noticed you
read X case study, so we’re attaching two other case
studies here for you.”
1. “Hey, it’s the ____ marketing team. We noticed you
were looking at our features page, so here’s a
comparison table for all of our models.”
SET UP BEHAVIORAL EMAIL WORKFLOWS

FREE
RESOURCE TO
HELP YOU
EXECUTE ON
THIS ACTION
ITEM
Assets to help you with this
action item:
• Ebook of 25 actionable tips
for growing blog subscribers,
the easiest way to maintain in
contact with leads, customers
and fans.
Resource Kit

OBJECTIVE
Perform regular “house cleaning” activities on your contact
database.

 Test CRM integration
 Review lead scoring
 Set up progressive profiling on forms
 Perform quarterly de-duplification of contact properties
 Schedule a bi-annual list purge party
DATABASE CLEANLINESS TECHNIQUES

6 GRAB YOUR 7-STEP ACTION
PLAN AND RESOURCE KIT

1. Clean up unused contact lists.
2. De-dupe and simplify your contact properties.
3. Complete lead scoring worksheet.
4. Create re-engagement campaigns.
5. Clear out unqualified, unprofitable leads.
6. Set up advanced email marketing.
7. Perform regular database “house cleaning.”
YOUR 7 STEP ACTION PLAN

 Lead Scoring Tutorial and Scoring Worksheet
 Contact list deletion template
 Email campaign brief and purpose map
 A checklist of relevant HubSpots Projects to try
 Subject line formula book
 eBook of 25 actionable tips to grow your blog subscriber base
 A copy of this recorded presentation
 Two follow-up sessions of office hours/status review sessions
FREE RESOURCES KIT, INCLUDING:

THERE’S A CONTACT,
UNLOVED, UNCARED FOR,
LIKE MOLLY HERE.
NO LISTS TO CALL HER
HOME, NO SEGMENT SHE
FEELS A PART OF.
JUST WAITING FOR SOMEONE
LIKE YOU, TO QUALIFY HER,
TO EMAIL HER, TO SHOW HER
YOU CARE.

QUESTIONS?
GRAB YOUR PLAN AND RESOURCES NOW AT
BIT.LY/CONTACTCHAOS
SHOUT OUTS?
MENTION @IMRCORP

Nick Sal - Chaos Under Control

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