You did it—you’ve integrated your Conversational Marketing Platform with HubSpot. But now what? How do you get those high quality leads from your site to your sales team in real-time and generate more pipeline?
Marketers are familiar with HubSpot as a CRM and Marketing Automation platform that helps companies store, organize and automate their data, marketing engagement and workflows. It can also be used to assist and accelerate your sales cycle when it's added to your conversational marketing platform and its chat flows.
It all comes down to one thing: your speed to connect. The faster you can connect your active prospects on site with your sales team, the better you can beat your competition and enable your buyers with the information they’re looking for. So to help you combine your two platforms together (conversational marketing platform and HubSpot), here are 7 strategies that we have identified as necessary to implement
Speed to Lead
Marketers want more prospects raising their hand to speak to their sales team. But unfortunately, these are short-lived opportunities. Between the demo requests, contact form fills and pricing inquiries, prospects lose interest quickly. Which means, it’s up to you and your team to shorten the time frame it takes from peaking the lead’s interest to getting in contact with them. Speed to lead stands on the notion that the quicker average response time is, the more leads you can connect with.
Too often or not, leads are a missed opportunity because of a slow IRT (initial response time). According to HBR, if you don’t respond in 5 mins, the probability of establishing contact reduces by a whopping 400%. Once you master this strategy, you’ll leave more leads wanting to talk.
Whether you do this through automated email follow-ups, embedding scheduling into your contact forms or automate your lead processing; make sure it all happens in a real-time setting to avoid lost opportunities.
You could set this up in multiple ways:
- Anytime a HubSpot lead is visiting your high-value pages (ex. Pricing page), you can have chat pop-up and ask if they’d like to speak to someone that can help them with pricing.
- When a prospect submits a form on your website, instead of a thank you message, let them know someone will be here to help them momentarily. Then have the appropriate SDR initiate a chat almost immediately on site to get them the information they need quickly.
Advanced, Real-Time Routing
Your website is a lead magnet, but if the right leads aren’t being connected to the right agents in real-time, consider your efforts lost. It’s another branch of your speed to lead.
A lot of conversational marketing platforms have integrated an advanced grade routing feature. Allowing you to route your most qualified buyers to SDRs that can engage with them on the spot. As soon as you qualify visitors based on your HubSpot data, have the right agent jump in and take the conversation to the next step. The beauty of all of this, is that you can be as specific as you want with your routing rules. Maybe your larger leads get routed to your enterprise team, or your target account is routed to your AE. Knowing who is in charge of which type of lead will make it a seamless experience for both the lead and the agent.
Qualify and Generate Leads 24/7
Chatbots were designed as a second line of defense to your team. It’s one of the many benefits of adopting a conversational marketing platform on your website. Your neverending ability to qualify and generate leads on site 24/7.
It doesn’t matter if your agent is not available on site to chat. Use your chatbot to hop on and qualify your leads outside your office hours so that no lead is left unattended. Then when your team becomes available, they can get in contact with these leads and continue the nurturing process. Once your chatbot collects the lead’s information, the data is stored in your HubSpot CRM for your team to reference in their lead follow-up.
Combine Forces with Forms to Connect Faster
Forms are a powerful tool to connect and a great way to collect key information from your prospects. Too often, prospects lose interest after submitting a form, because it takes SDRs too long to initiate contact. By combining your forms with your conversational marketing strategy, you get an immediate qualification process.
By integrating your forms into your chat, you can initiate conversations the minute they click submit. And you can strike while the iron is still hot. The information they submitted allows you to profile and qualify your leads on the spot, and in exchange, offer up your AE’s calendar to push the process forward. They’re less likely to drop off, now that you’ve started a conversation with them.
Deliver Personalized Content to Leads
Personalized content falls strategically in line with your Content Binger (see types of visitors here). The visitor that is on your site for one thing, and one thing only: your content (i.e, your blog posts, podcasts, videos, guides)
They want all the information they can get before they can make a decision on whether they will consider your company or not. But how do you know what they have seen and what they haven’t? With HubSpot’s CRM, you have endless data available at your fingertips. Use it to deliver the hyper-personalized experience to your lead.
Use HubSpot to view their past browsing behaviour and which pages they interacted with the most. Then use that information to build persona or solution-based content recommendations. Then, once you identify the prospect on your site, have your chatbot hop on and offer up more recommended content. They’ll be more than happy to engage with you, especially now that you’ve given them something they want. Make sure to collect their information and store it back into your CRM for future opportunities.
Deliver VIP Experience for Target Accounts on Site
Now this is the value proposition of a conversational marketing platform. Give your target accounts the VIP experience on your site. Your Sales and Marketing teams have been keeping track of these accounts for a while now, waiting for the right time to flip them into closed deals.
So it’s time to roll out the red carpet for these accounts which starts by removing your bot and alerting your sales rep and or account owner immediately. Thankfully HubSpot will already have their information logged on, so the minute they are on site, your agents will be alerted right away.
Start the conversation off with a personalized approach. Surface all your HubSpot data related to the account to fuel your conversation and make their experience as effortless as possible. Support is all they need.
Nurture Open Opportunities
Open opportunities are an important piece of your funnel. As buyers in an active sales cycle, how you engage with them can make all the difference. It’s just as important to use your available resources to initiate contact with these prospects, connect with them and nurture the deal.
Track leads, create an active list of deals and filter the high priority prospects from the rest to actively target your ABM accounts. With HubSpot’s CRM, you can then create conversation templates for your open opportunities and route them directly to the account owner to save time for both parties. This way, you can also connect with any new contacts in the account that visit your site and continue engaging with the buying committee.
Lastly, leverage your account data to identify whether it's a new account or leads your team is in contact with so you can pick up the conversation from there. If it's a new lead, make the introduction and continue the sales cycle. Anything and everything is valuable here to strike interest and keeping the conversation going is a good way to keep your open opportunities continually engaged.
Conversational Marketing has come a long way from just chatbots. By aligning our Sales, Marketing and Customer Experience efforts, we are able to target and engage with customers on a larger, more personalized scale. It’s why implementing a lot of the above listed strategies are crucial, so that more opportunities are added to your pipeline. And in return, increased revenue. As HubSpot puts it, the more we leverage a flywheel model, the more momentum we can see in our operations. As conversational marketing (branch of inbound marketing) becomes the foundation of your business, you provide your customers and prospects with a stellar experience. Every step of the wheel can be applied to each stage of your prospect’s sales cycle — from attracting them to engaging and finally delighting.
The Flywheel is a model adapted by HubSpot to explain the momentum you gain when you align your entire organization around delivering a remarkable customer experience.
By removing the friction between you and your leads, your connection becomes stronger. And Conversational Marketing does just that — it solidifies your communication and removes that friction to create an efficient, and seamless experience for your visitors and your team.
Aatharsha is the Digital Marketer at Insent. She loves creating B2B marketing experiences that help marketers stand out from the crowd and fill their funnel with qualified buyers.