Patrick Biddiscombe walks through HubSpot's free CRM to capture leads with a contact form, track their activity and pages visited, score them automatically, and segment them into lists for targeted follow-up. He sets a score threshold above 42 and finds 26 contacts that match.
Questions this video answers
March 19, 2024
Marketing > Lead Capture > Forms
Settings > Properties (under Contact Properties), search for "HubSpot score"
Greater than 42
26 contacts
Chapters
Often forms notify a manager or sales rep, but then the lead spends the rest of its days in an inbox or even worse, someone's spreadsheet. With HubSpot's AI assisted lead management software and our CRM, which you can use for free, the lead gets added to a centralized database where it is accessible to marketing, sales and service. Click the link to sign up for HubSpot's free lead management and tracking software so you can follow along with me on how to manage leads using HubSpot. In order to effectively track a through the customer journey, first we need a place for the lead to come into and that's what forms are for. We're going to go to Marketing Lead Capture and Forms to create our first form. I'd like my form to be embedded. As you can see, there are a lot of different forms you can use. Different forms have different functions and ask for different things. You should evaluate what's on the other side of your form and make sure that you're only asking for enough information to make it worthwhile. When we'll do a simple contact us form. Now here you can see that it already has a lot of fields. I like putting the first name and the last name fields next to each other and the only thing that I'll add to this is a phone number and I think we have a solid form that we can use for our website. Not too much, not too intrusive, but just enough where if someone wants to reach out to me, they can contact me. So now I'll update this. It says it's good to go and there we are. One of the things that we can do is we can see the form itself live. So let's go ahead and fill out this form and just like that, the lead's in our CRM. We can exit out of the forms tool, go over to contacts and we will see. There I am right at the top. So we've successfully captured a lead. Yay. Now what? The game changer for this organization is going to be the customer platform that's going to be receiving the lead. A customer platform is connected from the ground up. The entire customer journey comes together on a single user interface, making it easy for marketing, sales and service teams to engage with customers and making handoffs between teams effortless. Without a personalized follow up and handoff experience, even the most qualified leads can lose interest. But customizing outreach is time consuming. HubSpot lead management software integrates all your lead touchpoints across marketing, sales, operations and service to help you make Informed follow ups. Speaking of follow ups, let's dive in to this contact record. So with the activity we can see where the form was filled out, how many times it's been filled out, and even when what web pages the person has visited on our website. Sales conversations are a lot easier when you can come into it informed. Speaking of, if there are any notes you need to take, you can add them here. You can also log your emails, calls, tasks, meetings, and everyone who interacts with this customer record will be able to see their history with us. But we could be even more proactive using reports, dashboards and lists. Let's check them out. I'm going to go to reporting. I can start with dashboards. Let's check out reports first so we can see all of these reports have been created and we can click on them and view them individually. But what makes life way easier is creating a dashboard where everything can be viewed at a glance. So when you open up HubSpot, chances are you're going to be dropped into one of your dashboards. So we can see the pre populated ones here or, or we can create our own dashboards and fill it with whatever reports we'd like. Since we're talking about lead management, let's take a look at this lead generation dashboard and I can change permissions to who can see. It could make it private to me, but I think would be useful for everyone to see this one. And just like that, we have a new dashboard. You can also create custom reports using HubSpot's custom reporting tool. If you don't find the report you're looking for in our vast library, dashboards are a great way to get a glimpse at what's going on in your CRM. But we can help you find those hot leads a little faster using lead scoring. Lead scoring allows you to find hot leads based on their activities. To get to the lead scoring property, you'd want to go to Settings, Properties and under Contact Properties we're going to search for HubSpot score. Now this property is special because we can add or lower their score based on how they interact with the brand. In these cases, I've set up that if they have a closed one deal, they get 100 points. However, if they have a closed loss deal, they lose 100 points. But we can also get more granular. For instance, the date of their first engagement with us. We can talk about if they come in from a specific channel that has a higher conversion rate, give that a more high score. If you find that there are actions that Good fit customers take more than the average person. You can add that to their lead score to and help you find them and reach them. Now that we have a quantifiable metric to help us identify good fit customers, we can segment them using lists. So in contacts we're going to go down to lists and creating a list is simple. The two types of lists are active and static. An active list constantly updates as your CRM changes. However, a static list is more like a snapshot in time. So when you create it it's it shows everyone who fit that criteria in that moment. We're going to start with a simple contact based ad filter and making sure that we go to contact properties. We are going to search for HubSpot score and we'll say anyone whose score is greater than 42. After a few minutes of list processing you'll have your results. And as you can see, we have been giving 26 contacts who have a score greater than 42. So just to recap, we've got someone to fill out a form. We now have the information in our AI assisted database. We are able to segment their lead based on their score. So now that we've segmented them, the next thing to do is follow up. Using lists, we can create emails, create workflows or even add custom content to landing pages. Take the guesswork out of lead management with data backed features. Using contact histories to create segments based on website visits, email interactions and more. Then target segments with personalized web content and email campaigns and nurture them across their buyer's journey. Now this solution isn't just a favorite for small businesses, but scales with your business and is a favorite among mid market and enterprise businesses. That's it for me everybody. Hope to talk to you soon, but until then take it easy.
