Boingnet http://www.boingnet.com/ makes it easy to add Direct Mail campaigns to HubSpot using PURLs or Personalized URLs. Boingnet has created Direct Mail PURL integrations for HubSpot campaigns for many clients. Learn the basics in this tutorial, or reach out to Boingnet at http://www.boingnet.com/contact/ to learn more.

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Boingnet & HubSpot
Where Outbound & Inbound
Marketing Meet

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Boingnet & HubSpot - Overview
Boingnet has integrated with many HubSpot Clients that want to add Direct
Mail and PURLs to their marketing mix.
Contact Us or call 800-261-6420 to learn more
Section 1: – Overview – Why Combine Outbound & Inbound?
Section 2: – 9 Step Plan To Launch Outbound and Inbound Campaigns
Section 3: - Boingnet/HubSpot Integration Details

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Section 1: Why Combine Outbound & Inbound?
Inbound Marketing Leader
Website, Blogging, Social, Search
Outbound Marketing Leader
Direct Mail, Email Blast, PURLs
Harvest – Get Found Prospect – Target Likeliest
Best Practices = Do Both!

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Section 1: Why Combine Outbound & Inbound?
and Prospect
Direct Mail, Email Blast, PURLs
Website Forms, Blogging, Social,
Search
Lead Scoring, MQLs, SQLs,
Workflows
CRM Layer
Harvest

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Section 1: Why Combine Outbound & Inbound?
1.) Leverage PURLs to Add Digital Response & Tracking To Direct Mail Campaigns
 Personalized URLs (PURLs) act as “Bridge Between DM & Digital”
2.) Use HubSpot as your Primary Inbound Marketing Repository
 Boingnet – use HubSpot/CRM/Purchased Data For “Outbound Campaigns”
 Personalized Direct Mail to Personalized Landing Page/Microsite
 Safe, Personalized Email Blast Prospecting Tools
3.) Use Boingnet for Large List Prospecting (Priced Right & Better Tools).
 Create HubSpot Contacts upon conversion for inbound marketing follow-up.
3 Reasons To Combine HubSpot With Boingnet

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Section 1: Why Combine Outbound & Inbound?
Multi-channel touches drive workflow automation
One Data Set
All Channels – Offline & Online

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Boingnet & HubSpot – Where Outbound & Inbound Meet
Section 2: 9 Steps To Create Outbound & Inbound
Campaigns

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9 Step Boingnet/HubSpot PURL Campaigns
Step 1 – Plan The Experience
Plan Goals & Recipient Experience Across All Channels
• Timing, Cadence of Touches, Messages & CTA’s
• Creative Strategy – Consistency Across Channels (Imagery, Color, Messaging should Build)
• Campaign Workflow – Path of Recipient. PURL can Gather, Segment and Trigger

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9 Step Boingnet/HubSpot PURL Campaigns
Step 2 – Get Your Data Organized
Acquire & Structure Data
• Creative/Personalization – Variable Data (insert tokens) & Logic (data driven images, forms, etc)
• Logic & Triggers – data (acquired or captured) can drive page/email workflow & triggered/action
• Reporting, Segmentation – data (acquired or captured) drives analysis & reporting

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Step 3 – Plan Your PURL
Determine PURL Structure, Behavior, Workflow
• Think through DM creative, campaign & reporting implications of URL format
 One-time campaign or ongoing? Vanity or Primary Domain?
• Each PURL page tracks & segments Converters, Openers, Non Openers
• Plan Email Blasts, Campaign Drips, Triggered Nurtures
• TIP – Use HubSpot Data With Boingnet Variable Logic (IF %lead_score% > 50 THEN Trigger Drip 2)
• Map out what will be done in Boingnet & HubSpot
• CRM Integration? Remarketing? Many options
9 Step Boingnet/HubSpot PURL Campaigns

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Step 4 – Import Your List
Create Direct Mail/PURL List
• Pull into Boingnet from HubSpot, or upload purchased/rented list
• Any 2 List Columns can be used to create PURL string
• Any/All List Columns used in Boingnet Templates for page/email creative & personalization
9 Step Boingnet/HubSpot PURL Campaigns

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9 Step Boingnet/HubSpot PURL Campaigns
Step 5 – Build Landing Page
Can Use Boingnet Or HubSpot Landing Page
• Boingnet Page Template or Redirect To HubSpot Page
• Replicate DM/Email Look & Feel, keep consistent
• Use Data + Boingnet Personalization Tools To Target Messaging, CTA’s, Imagery,
Forms, etc.
• Variable Data – Hello %HubSpot_First_Name%, thanks for your order on %HubSpot_Close_Date%
• Variable Logic – IF %HubSpot_Lifecycle_Stage% = MQL THEN SHOW FORM 1
• Add HubSpot Tracking Code For Lead Scoring & Tracking

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9 Step Boingnet/HubSpot PURL Campaigns
Step 6 - Generate PURLs/QRs In Boingnet
PURL Campaign Wizard – Simple Process
• Boingnet will automatically de-dupe PURLs
• Download List For Printer/Direct Mailer
• Import list into HubSpot? Depends on strategy

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9 Step Boingnet/HubSpot PURL Campaigns
Step 7 – Get Those PURLs Out
Pro Tip – Use Multi-channel, Multi-touch
• Direct Mailer/Printer will print, fulfill & mail
• Add Email Channel to Boingnet Campaign for Email Blast
• Add PURL token (if imported) for HubSpot Email Blast

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9 Step Boingnet/HubSpot PURL Campaigns
Step 8 - Track Opens & Conversions
• Set real time alerts to go out in Boingnet
• On Demand Boingnet Reporting
• HubSpot Reporting, Other Reporting Tools

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9 Step Boingnet/HubSpot PURL Campaigns
Step 9 Execute Follow Up Plan
• Retarget Non Openers with Email/DM (Modify CTA?) to drive to PURL
• Retarget Openers with reminders, stronger offer to drive to PURL
• Retarget Visitors With Social & Google Ads
• Send Converters (by page) targeted drip campaigns to complete campaign
workflow

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Boingnet & HubSpot – Where Outbound & Inbound Meet
Section 3: Boingnet & HubSpot Integration Details

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Boingnet & HubSpot Integrations
API Integration – List & Web form
• Pull HubSpot List Directly Into Boingnet
• Boingnet PURL Forms Can Update HubSpot Contact Records Directly

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Boingnet & HubSpot Marketing
Zapier Integration – Triggers & Actions
Boingnet Triggers
• PURL Form Complete
• New Contact Added
• Email Clicked
Boingnet Actions
• Create New PURL
• Create New Contact
• Add Contact To Drip Nurture
Campaign
HubSpot Actions
• Add Contact To Workflow
• Create or Update Contact
• Add Contact To List
HubSpot Triggers
• New Contact In List
• New Form Submission
• New Contact
• New Contact Property Change

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Boingnet & HubSpot CRM
Zapier Integration – Triggers & Actions
HubSpot CRM Triggers
• New Contact
• Contact Property Change
HubSpot CRM Actions
• Create or Update Contact
Boingnet Actions
• Create New PURL
• Create New Contact
• Add Contact To Drip Nurture
Campaign
Boingnet Triggers
• PURL Form Complete
• New Contact Added
• Email Clicked

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Boingnet & HubSpot Integrations
.CSV Integration – Import & Export
• Export HubSpot Lists/Contacts, Import into Boingnet
• Export Boingnet PURLs – Import Into HubSpot Contacts
• Export Boingnet PURL Activity, Import Into HubSpot
HubSpot Tracking Code
• Track PURLs as external website – Thank You Page
• Drop Tracking Code into Boingnet “Custom Meta Tag”

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Boingnet & HubSpot
Harvest – Get Found Prospect – Target Likeliest
Generate More Leads Faster By Combining Outbound
with Inbound

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Questions/Thoughts
Designed For Data Driven
Marketers
No Contract, Monthly &
On Demand Pricing
Tailored Services to suit
your Business Model
Modern, Lightweight,
Open Architecture
Thank You. We’d Love Work With You!