As part of our HubSpot Power User series, we sat down with Mike Rizzo, Marketing Operations Manager at Mavenlink, for his story on how he uses HubSpot and perspective on best practices.
Zak: Can you start by telling us about Mavenlink and what your role is at the company?
Mike: Mavenlink is a business and project management software catered to professional services delivery.
As Marketing Operations Manager, I manage HubSpot, along with its integrations to other platforms such as Salesforce as well as Mavenlink the SaaS solution itself. I am also responsible for lead flow, lead lifecycle management and event management.
Zak: How did you get into marketing technology and inbound marketing?
Mike: I started about seven years ago at a company called Specific Media as a traffic manager for their ad network. Then at another company I learned Pardot to support an automated newsletter program, which we later replaced with Act-on. And then about two-and-a-half years ago when I started at Mavenlink I started with HubSpot.
Zak: How are you using HubSpot today?
Mike: We leverage many different tools for everything around marketing automation – workflows, emails, landing pages and social monitoring. We’ve also migrated our blog to HubSpot.
And our outbound, inbound and customer support teams leverage HubSpot sales solutions, including email templates, email tracking, document tracking, sequences, the meetings solution, and the CRM part of the HubSpot timeline.
We import email templates with tokens for merge fields, which makes it a lot easier for sales to execute email campaigns. And for the documents solution, sales gets visibility into who’s accessed their document, and for how long, which the sales team really likes.
Zak: What is your process around leads?
Mike: If you sign up for our blog, you enter our database as a subscriber. We collect more and more info on you over time, through progressive profiling and smart forms. We send the subscribers and leads email campaigns, to get them to take the next action... Ideally becoming a marketing qualified leads.
There are two ways a lead can become an MQL. Either they request a demo, which we call iMQLs for instant MQLs. Or, they exhibit behavior which we deem to be buying signals, for example they answer a question on a form indicating they are in an evaluation phase.
We have two sales groups, the inbound and the outbound teams. The inbound team handles all inbound inquiries for instant MQLs, and further qualifies them as opportunities. Once qualified as an opportunity, goes to the Account Executive team to work that to close.
Zak: How do you do your reporting?
Mike: We leverage both HubSpot and Salesforce for lead funnel reporting. Our SVP of Marketing and executive leadership rely on Salesforce reporting for the lead funnel. And the marketing department leverages HubSpot dashboard capabilities for additional metrics such as conversions on content, campaign performance, and performance against specific target personas.
Zak: What’s next for you in the area of reporting?
Mike: We want to be reviewing monthly pipeline movement in our lead funnel, by stage. I expect us to get there by the end of the year.
Zak: I found you on Inbound.org as a HubSpot power user, and I was intrigued by your MarTech background. What is your approach to campaign measurement?
Mike: We leverage both HubSpot and Salesforce. My approach has been to leverage parent-child relationships in Salesforce. The parent campaign is the broader campaign. And then each child is a specific medium – email, social, etc.
You then have two options for pushing leads into those child campaigns. You can either setup a unique landing page for each marketing channel, and leverage HubSpot smart rules based on the page the lead is coming from to tag them to the Salesforce campaign. Or you can use UTM parameters to push them to a specific campaign.
Zak: What tips do you have for other HubSpot users?
Mike: One of the key metrics we monitor we call “speed to lead”. We want to see how long it takes the lead to go from HubSpot to getting in the hands of the reps. So, I’ve built time stamps to measure that so we can monitor it. Speed to lead is critical for getting demos scheduled. Research proves that the faster the response, the more successful your conversions will be.
In terms of other tips, I have some tips on my personal website www.MikeDRizzo.com, and one of them I talk about there is the usefulness of mass update on contact records through HubSpot.
Another feature I really like is the smart send for email campaigns, which tailors the send time based on the local time zone of the recipient. I’ve seen a notable increase in open rates since we started that.
And then for a final tip – my recommendation is let go of lead scoring. We tried and it didn’t work for us. It’s just not useful. You’re thumb sucking at point totals like "20 points for a web form", and it’s just not that useful.
Instead we focus on lifecycle management. Focus on moving prospects through those stages. Focus on keeping your database clean so you can report on those stages. And make sure you nail down your rules for each stage, and how you move through stages. That is the heart of your automation engine.
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