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Removing Friction From Your Conversion Process

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HubSpot's Richard Mander flew all the way over from their Dublin office to teach us about the inbound flywheel and how to convert more of your leads into customers using HubSpot.

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Removing Friction From Your Conversion Process

  1. 1. Premier Inbound Consultant EMEA RICH MANDER
  2. 2. REMOVING THE FRICTION FROM YOUR FLYWHEEL
  3. 3. YOU’LL (hopefully) KNOW: AFTER THIS TALK 1.What the flywheel is 2.Why it matters to your business 3.What you should do about it 4.How your HubSpot tools can help
  4. 4. WHAT IS THE FLYWHEEL
  5. 5. Source: State of Inbound Report 2018
  6. 6. ATTRACT prospects with solutions to problems (Marketing hub)
  7. 7. ENGAGE people on their terms (Sales/Marketing hub)
  8. 8. DELIGHT at every stage of the process (Service hub - but really everything)
  9. 9. CUSTOMERS are at the centre of everything (CRM - Single view) CUSTOMERS
  10. 10. CUSTOMERS THE FLYWHEEL IN MOTION
  11. 11. WHY THIS MATTERS TO YOUR BUSINESS
  12. 12. 80% OF CEOS BELIEVE THEY DELIVER SUPERIOR CUSTOMER EXPERIENCE
  13. 13. 8% OF CUSTOMERS AGREE
  14. 14. FRICTION = FORCE/
  15. 15. FRICTION ● Handoff points ● Data source / location ● Poor internal process ● Confusing comms ● ‘Not my problem’ ● Customers = a number ● Manual
  16. 16. ● Onboarding ● Feedback ● Testimonials ● Reward programmes ● Problem solving (ticketing) ● Customers = our lifeblood ● Automated / Self service FORCE
  17. 17. ● Leads ● Referrals ● Customers ● Online Reviews ● Partnerships ● Revenue ● Retention ENERGY/GROWTH
  18. 18. WHAT YOU SHOULD DO ABOUT IT
  19. 19. HOW HUBSPOT THINKS ABOUT THIS
  20. 20. Identify the Friction FORCE FRICTION X% referring customers X% retention rate X NPS FORCE FRICTION X won opps X% op to close rate $X revenue $X LTV FORCE FRICTION X website visits X% CVR from Fb X signups X% avg CVR on LPs $X Fb ads CPA Positive trend this month Neutral trend this month Negative trend this month
  21. 21. In order to grow better, we need to change.
  22. 22. How It’s Done Today
  23. 23. Customers Deserve Better ❏ One login ❏ No spam ❏ A personalized experience ❏ Recommended content ❏ Free software tools ❏ All in one place ❏ All free forever
  24. 24. How To Retain & Monetize ❏ You can’t monetize if no one is coming back so focus on retention ❏ Trigger emails based on usage data ❏ In-app chat bot ❏ Recommended content ❏ Lead scoring for sales based on usage data
  25. 25. 35% of Amazon.com's revenue is generated by its recommendation engine
  26. 26. HUBSPOT CAN HELP...
  27. 27. POP-UP FORMS
  28. 28. Pop-Up Form Scheduling (Live since March for Pro/Ent Customers)
  29. 29. Exit Intent Offer Pop-Up
  30. 30. EVENTS
  31. 31. Create clicked elements & custom events
  32. 32. Event Funnel Reporting
  33. 33. CRM & SALES TOOLS
  34. 34. CUSTOMERS

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