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What we learned at ManchesterHUG

By SJ Hood August 09, 2019 Growth marketing

On 7th of August 2019 we attended the quarterly Manchester HubSpot User Group (Hug for short!) event at the Manchester Art Gallery.

After a brief meet and greet with teas and coffees, we sat down to listen to our hosts HubSpot.

Let’s Talk About Lead Scoring

This session was presented by Head of Inbound at Digital22, Andrew Thomas.

Lead Scoring is a HubSpot specific metric used to (drum roll) score your leads. The idea is that, if you give HubSpot certain points of data to score against (how many emails have they opened, how much contact information they have given us, etc.), then HubSpot can essentially qualify leads for you, enabling you to target your activity much more effectively, saving both your Marketing and Sales teams a ton of time and energy.

You can tailor the criteria for what makes a good lead to the needs of your business to find companies that are the best fit for you. You can even apply negative scores to certain actions or data that lets you know a company wouldn’t be a good fit for you and your team.

Based on that information, you can set workflows and automate some of your lead follow up once they’ve qualified to a certain level! Andrew did warn that this was a pretty advanced step though and should only be done once you’re satisfied that the scores are working in your favour.

The other piece that came together for me was that, while it couldn’t really eliminate the need for human action altogether, Lead Scoring provides a great jumping off point for doing your research and ensuring that these MQLs and SQLs are really as good of a fit as they seem.

HubSpot frees up a lot of admin time, letting you focus on generating leads. It also allows you to test and amend criteria throughout the duration of a campaign so you can perfect your approach over time.

Personalisation and Smart Content

The second session covered Smart Content, delivered by HubSpot’s very own David Chaves Rodriguez. David is a Customer Training Specialist with HubSpot and it was very clear that he spends his days educating and helping people get the most out of this platform.

Smart Content is a way of automatically changing the content on your website in order to tailor it to your audience. For instance, if a visitor to your website has been there before and meets certain criteria (that you can set), they’ll see a different version of the text than what appears for your default visitors.

Interestingly, 67% of users expect a personalised experience, while 84% of users take actions based on personalisation.

However, 74% of marketers admit that they struggle with providing personalised content

This means that if you take advantage of the personalisation and Smart Content options available to you, you’ll be vastly ahead of the curve when it comes to your website and customer interactions.

SEO

The final session of the morning was run by Digital 22’s Owner, Rikki Lear. He shared his top tips for successfully managing your SEO:

  • Don’t Listen to Your Boss
  • Don’t Follow the Influencers
  • Pick Your Metrics

These rules might need some explaining…

“Don’t listen to your boss” means don’t be distracted, and focus on what matters. Whoever is in charge of SEO should be empowered to declare that certain ideas wouldn’t work for your business or can’t be done. They should feel comfortable saying that they can see what is working and what has potential… hopefully with the back-up of some convincing data!

“Don’t follow the influencers” follows a similar thread. Undoubtedly, in an effort to glean slivers of wisdom, you or someone on your team has looked up tips from top SEO specialists. But these specialists have worked with Big Brands like Google, ASOS, and HubSpot. For brands that size, even tiny incremental increases create tens of thousands of new leads. That same percentage may mean fewer than ten for a smaller company. Is the effort worth the reward in this scenario? Maybe not. Take the time to consider your risk vs. reward when trying to emulate influencers.

“Pick your metrics” is another way of saying ‘focus on what matters’. Your boss will tell you to try this and that, while influencers will tell you they tried all of these! But what you need is to do your own research. Find the metrics that matter to your business goals and pick the top ten that you want to focus on. Spend some time trying to increase them in the most stable way you can. Quick tricks don’t work if you haven’t built a solid foundation.

And that was ManchesterHUG!

Are you interested in how the above could help your business? As HubSpot partners we’re in a good place to lend a hand, so if you are tempted, get in touch and let’s have a chat.

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