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Everyone wants to grow their business, but not everyone has the time or patience to learn all the ins and outs of marketing, sales enablement, and making the most out of a CRM such as HubSpot. Join the Web Canopy Studio team, a HubSpot Diamond Partner Agency, as they chat about various topics all designed to help you grow your B2B business.
(00:00):
Hey, everybody in today's episode, we're talking about all the cool things that you can do with your website. When somebody fills out a form, we're talking about different ideas around creating really neat automations, really cool ways to filter your, your contacts. And so on. My name is John Aikin. I'm the CEO of Web Canopy Studio. And this is the website conversion show.
(00:30):
There are literally countless things that you can do with automations when somebody fills out a form on your website, especially if you're using a tool like HubSpot, there are so many different things that you can have happen that just streamlines your entire marketing and sales operation from literally the get go. So immediately like that we can make a number of awesome things happen just by setting up the right kind of workflows, the right kind of automation, the back end of of a form submission. And so what I wanna walk through today are just the, the primary website automations that I like to run. This is for our own company, but we also see this with clients. These are recommendations that we have. And again, guys, this just scratches the surface. And so if we're thinking of all the different things that we could come up with, all the different things that we could do, there are really 10 that I would that jump out to me that I would start with as, as a primary focus.
(01:29):
Obviously the first one is with goes, without saying like onboarding emails, what are our nurturing emails? When somebody fills out a form, that experience is critical. There's an entirely separate content piece that we could talk about about what those, what those nurturing emails need to look like. The primary focus here though, is treating new contacts. Like they're a person. I see a lot of people go wrong here with follow up emails and the content of those emails, literally just asking people to buy or to book a call or to do stuff that they want them to do and to not really provide value. And so onboarding emails, we treat people like they're an actual person. We wanna be kind to them. We want to give them more value before we just start saying, Hey, look at me, look at all this stuff that I'm gonna do that I want you to buy, but of course, form submission triggering any number of things.
(02:16):
The first thing we wanna make sure we're thinking about is nurturing and onboarding and emails and what that sequence is like can be triggered immediately. Next, we wanna talk about adjusting a lead score. You have all of the different criteria that, you know, you need, you have all the different kinds of ways that people can get qualified to get past to the sales team, or to just give us a list of the people that are the highest fit or the best fit leads inside of our database. Well, based off of the form submission, based off of what ended up happening in the questions that we're asking, I can populate the lead score and I can give each person that fills up that form based off of the answers I'm seeking or the answers that they provide an elevated or a decreased score. What that does is it allows us to prioritize up and down the different leads that we have, and it allows us to start to group together, people who are similarly again, just by just by them filling out a simple form so we can prioritize based off of lead score, leads, scores, really looking at two things, how good of a fit is that contact?
(03:22):
And then how engaged are they? And obviously we're, we're, we're impacting both because we can calculate based off of the information that's collected on the form how good of a fit they are. For example, you can ask persona questions, what type of a business are you in? What's your job title, things like that, and be based off of their answers, you can have different weighted scores, also it's engagement. Are they engaging with the form? Are they coming back? Are they opening the emails as a follow up and so on? So there's a number of ways that lead score can even be impacted alone just by a forms, a submiss next list, segmentation, like there's a million different ways that we could populate lists. We could put people list based off of their answers. We could put people based off of the time that they interacted.
(04:04):
We can put people en list based off of the kind of content that they interacted with their source. So many different ways that we could segment that list. It's important to think about how we want to segment our audience and keep track of different people based off of what they're doing. The more tailored specific we can be in our ongoing, nurturing, and in our contact relationships with these people, the, the more specific we can be to what it is that they are seeking, the better chances we have of, of warming them up and engaging with them and, and turning them into, if not a, a raving fan into a valued customer and, and or both, and, and using segmented lists, we have that potential to really tailor to specific audiences and get really granular in, in the weeds. And because they fill out a form, we can create multiple lists based off of the form submission and add people to that, or, or take them away from lists as well, creating a deal.
(04:59):
Now, depending on how this form form is submitted or what the, what, the kind of form it is that, that they are submitting. We can create a deal in the sales pipeline based off of that form. This is important because if we're tracking sales, for example, I wanna make sure that I am tracking every single person who fills out this specific contact form from a sales perspective. So I can see where they're at in the pipeline. I can keep track of how many deals were created in a month. I can keep track of the amount of revenue that's tied to it. I can keep track of all these different components, notes on the call, how many people I'm adding to those deals and so on, but it all starts with creating a deal. Now, there are tons of ways to automate creating a deal.
(05:43):
I love the idea of having a form on your website that automatically creates a deal based off of that specific form's intent. And so for us, for example, we fill out a specific form on my website. I'm immediately notified. There's a deal created. There's all kinds of things that are triggered based off of that, so that we can just kind of take some of the manual tasks out of, out of setting up a sales call. There's a lot of things that can really bog us down in that. And so creating that deal allows to allows us to automate many of those things that end up slow and down, or don't even get logged at all. I don't know how many people I've talked to that come to us with, with sales issues. And we find out that most of the sales people aren't even logging all of the deals that they have, or they'll tell us we have a 95% close rate because we're looking at the deals that are in their CRM and their pipeline.
(06:35):
And they say, oh, we've got a 95% close rate. We close all of them, but they're not creating deals for people who don't end up moving forward, who don't end up booking that call initially. So in reality, someone filled out a form to talk to them. They never created a deal, cuz it wasn't automated. They never manually went through and created it. At some point that contact fell out, they went cold, whatever, and the salesperson just never logged the deal. So they, they inflated the actual sales statistic of saying they had a really high close rate because all of the leads that fell out were never even created in the first place. In reality, that salesperson has like a 15% close rate. So creating a deal allows you to track that information allows you to see what's happen next assigning contacts. This is a part also of creating a deal.
(07:22):
You can assign a sales rep, you can assign somebody inside of your team to be tracking that contact the way I see it is every single person who becomes a contact inside of my HubSpot portal. I need a person to be responsible on my team for that person. So each new lead that comes in somebody's responsible for that, that lead eat any unassigned contacts means that those, those contacts are just kind of floating. If it's assigned to a marketing person, if there's a marketer who is in charge of all of our different sales and or I'm sorry, all of our different emails and warming up audiences and M QLS and so on, I'm gonna have that marketer assigned to that contact because it's the marketer's responsibility to them engage and to move up into a sales conversation. If it's a salesperson, I want that form submitted, assigned a contact deal created.
(08:07):
And so on next I'm gonna create sales tasks. You can create marketing task too based off of these as well. But since we're kind of on the sales train, we'll kind of talk about that. Somebody fills out a form to book a call or to, to get a consultation or whatever it might be form submitted deal, created lead, assigned to a person. And now we're gonna create sales tasks for that particular person as well for that salesperson. So personalized outreach, that person has a sequence maybe, or just some initial tasks that are triggered as, Hey, don't forget to do these things. They're gonna get a task to reach out on LinkedIn. They're gonna get a task to give them a phone call. They're gonna get a task to do a personal outreach. And maybe those are repeated over the next two weeks or so.
(08:51):
So we can create tasks automatically via workflows, via automations. Once somebody fills out a form next, this is where it kind of gets pretty cool for me. I really like this stuff. I don't, I mean, the other stuff is cool too. I like doing that as well, but I really love the idea of creating a unique website experience based off of what air people are at with their journey, with your company and with, with what they've digested and engaged with. I think giving somebody a totally different experience from a first time user never heard of you just came to your website for the first time I'm getting so fired up about it. I'm hitting my microphone, getting so excited about I'm sorry, their, their first time visitor coming to your website. That experience is awesome. But if we could create this other piece, this other experience, it is so awesome.
(09:46):
And it's so valuable for the people who are, are working through the different pieces of content and your buyer's journey. So for example, my first time coming to of your website, it might be more of your general public facing kind of website. It might be information about you. And so on lead generation component, I download a checklist or a guide or a template or something next I'm in this email sequence. And I click the link that goes to your website. And now it's tailored specifically to my persona of a marketing agency owner, or a website agency owner. And it talks about the pains of what it's like to be an agency owner, but that wasn't the experience that I had initially, because initially you talked more about just what it's like to be a CEO. And so once you found out what kind of industry I was in your website actually starts to adopt that industry's pains.
(10:38):
And, and, and you're, you're giving me a different experience based on where I'm at specifically, that is next level stuff. And that's where you really start to, to create cool conversion opportunities and, and nurturing people next retargeting audiences, yes, people come in, they fill out a you're adding them to lists. And so on, we talked about that. We can also add them to an audience that gets retargeted, that we can send ads to via Facebook, Instagram, Google display ads, you name it. We can create these cool retargeting lists of sending them the next kind of information. They signed up for a they downloaded a checklist. You retarget them to get them to come to your webinar, to sign up for your event, to do these different things. And so now they're getting hit from a lot of different angles in different places, again, just because they clicked that button and they submitted a form next updating forecast.
(11:37):
So back to the whole deals thing, we're filling out deals, a deals automatically created it's it's given to that contact. It's tied to the company, but there's an amount, a dollar amount tied to that. What that does is that creates a forecast inside of our sales pipeline inside of our HubSpot reporting. And so now I actually have accurate reports of, oh my gosh, look, we have, we had three new companies come in as leads that want to talk about buying our services, our deals, our forecast of what we're gonna close this month, or this quarter automatically updated just because those forms were submitted. There's a lot of technical to that, of course. And we're not gonna get into that, but we have weighted percentages based off of what stage they're in and you can even impact that based off of the form that they submit.
(12:21):
So there's a lot of cool things here as well. And then lastly, I mean, again, we're just scratching the surface here, booking directly in a calendar. Every single time, there is a point of, there's a point of friction. There's a sea in that marketing to sales handoff in, in that entire system. And when we create these seams, we're creating opportunities, losing opportunities with clients, but we're creating these opportunities where people fall away, where they don't take the next action happens all the time. It's probably happen to you many times before where somebody books a call or they fill out a form to have a consultation and you email them back. Hey, great. Looking forward to meeting with you. I have Tuesday at four available. Are you free? They respond back a day later. Oh no, I'm so sorry. I don't have that time available.
(13:08):
What about Wednesday now? You're going home for the weekend. You come back Monday. Oh, here let's look next Thursday at seven and then they don't respond. So it happens all the time. It's one of the biggest causes of people to fall outta that, of, of that process of that pipeline, because enough enough friction was there that caused them to lose interest and the time and, and everything that impacts getting people to take the next step. It, it, it is all tied to this, this consistent momentum and movement. And when we're not giving them the opportunity to book directly in our calendar, we're creating more roadblocks and more seams. And it really holds us back from a sales perspective. So booking directly in the calendar is a really key piece here. All of that being said, these are just 10 items. There's literally hundreds, thousands. There's probably countless things that can be automated.
(14:01):
These are just some of the most blatantly obvious, really cool things that can happen. Literally when somebody fills out a single form, almost instantaneously, all of these things can be triggered right away. I think that's it. Let me know if you have any question. One last thing, if you have not done so yet, please go to our website, webcanopystudio.com/assessment. Just to take it a little bit further, fill out our free website, conversion assessment. It's gonna give you 30 questions. You're gonna take a self-guided Q and a here and understand exactly where the issues on your website, how you can improve those. And you'll get a checklist, a free personalized report, and all kinds of other little goodies in this report that get sent to you about what steps you can take to improve your own website conversion. I think that's it. Let me know if you guys have any questions. Bye bye.