As part of our HubSpot Power User series, we sat down with Stephanie Casstevens, Marketing Manager at Label Insight, Inc., for her story on how she uses HubSpot and perspective on best practices.
Zak: Can you start by telling us what Label Insight does?
Stephanie: Consumers today are demanding more in depth information about the food that they eat and the products they buy and they’re expecting brands to give it to them.
Label Insight a cloud based data refinery for product data. We specifically work to capture, analyze and enrich data contained on the packaging and labeling of food, pet, and personal care products you would typically find at the grocery store or pharmacy. The goal of Label Insight’s platform is to enable transparent, open access to accurate information about these products in useful forms.
Zak: That sounds interesting, so whom are you selling and marketing to?
Stephanie: Overall we’re marketing primarily to CPG brands and retailers. However, we’ve defined our personas based on their main concern or problem they are trying to solve.
There are those concerned with accuracy and completeness of information - their job depends on that. A second category is concerned with shelf appeal – including package design, marketing, and branding – they are concerned with the message of the product and how it’s communicated. The third group is worried about driving sales and how the product is performing on the shelves. Last, for smaller companies, it could be an owner or president with a broader view of the company.
Zak: And what is your role?
Stephanie: I’m a marketing manager on a team of three, I have a VP and CMO above me. My main goal is lead generation, nurturing and segmentation. Some of the focal points include optimizing the website for conversion, creating content that generates leads, and nurturing leads to become sales qualified. I also work to maintain sales and marketing alignment and pass qualified leads onto sales in the best possible way.
I started here this past June, and part of the reason I was hired it make our marketing more segmented and personalized. We’re not 100% of the way there yet but headed in the right direction. For example an area I’m looking to improve the website is to tailor it more around these key concerns that I spoke about, and then also align nurturing emails to continue along these themes making it a more progressive experience.
Zak: How did you get into inbound marketing and marketing technology?
Stephanie: I graduated college with a degree in PR and Business and I looked at everything from graphic design to video production to account management. I was interning in entertainment bookings, booking campus events for colleges. The marketing was so cold – constantly cold calling, and email blasts with poor delivery rates.
At the time I didn’t know inbound marketing was a thing.
When I started my first full time job, at this point it was the Fall of 2012, the head of the company turned to me and said I want you to do our marketing. I just got this software called HubSpot. He handed me the keys to HubSpot and said ‘go wild.’
I went to every webinar. I got all the certifications. Every day I created valuable content, and built out nurturing streams. It made so much sense – to create content around the key questions that buyers need to get answers to. We created context for our salespeople to reach out to leads so they were not cold and they were ready to hear from us.
Zak: What is your approach to metrics? What are the key KPIs you are focused on?
Stephanie: I’d say it’s 50-50 between generating leads and then tracking the progression of those leads to opportunities and customers. KPI wise I’m focused on generating marketing qualified leads from the top of the funnel and nurturing them in to sales qualified leads.
Zak: That sounds about right. This series is focused on tips and tricks for HubSpot users. Can you share some of your best practices with us?
Stephanie: Oh, absolutely. The first thing I’d say is to use automation to save yourself time. HubSpot is going to take some time to set up but once you do it you’ll be thankful. Plus, you can be constantly evolving it and improving. When you take manual processes and automate them where possible you’ll make your life easier and be able to focus on more important things that require critical thought like creating valuable content.
You can automate the segmentation of a list, but you can’t automate the creation of valuable content for your prospects.
As part of this, I recommend really taking advantage of smart lists and workflows in HubSpot, as there is so much you can do with those. Everything from creating lists based on personas to the actions your contacts take. For example, you can build a list of anyone who hasn’t opened emails in the past 3 months, and use that to get them engaged with a re-engagement email campaign.
Another really useful feature is the SEO optimization available in the blog post tool. You can knock out a blog post easily, but you may forget to put a keyword in your title – something important that’s going to have an impact on the success of your post. The optimization tool will do a quick check on your post and recommend any changes to make it the best it can be.
Finally, you need to go back and take the time to analyze your successful content – so you can do more of what works and less of what doesn’t. HubSpot offers a lot of metrics from source to attribution. Take a look at what posts are most successful for which sources. Invest in those. Maybe my funny posts are more successful on social media. Which posts are getting picked up by organic search? That helps you know where to focus promotion for different types of posts. You may have a case where you have a lot of traffic but low conversations. Maybe that means you should be working on your calls to action and testing better design for your pages.
Zak: Great stuff Stephanie, this is awesome. Any other tips you’d like to share about how you are getting the most out of HubSpot?
Stephanie: One of my learned rules of thumb from Oli Gardner is to never start a marketing campaign without a dedicated landing page. While you can re-purpose the same form on different pages, you’ll want to create a dedicated landing page so you make sure I have the right message for that campaign and that content. Matching the landing page message with the message of the call to action is vital for conversions. With HubSpot you can clone a page and edit it without having to start over completely.
The last area I’d point out is the CRM and HubSpot sales tools are great. We are specifically using the meetings tool with GoToMeeting. Our thinking there is that we shortened the route that specific, qualified people had to take from what it used to be -- filling out a form to request a form, having sales reach out, schedule a call -- to simply requesting a meeting from a set of available times. Sometimes you lose people in the process. We cut out the back and forth by letting especially qualified leads book a meeting directly on our salesperson’s calendar and it’s been really helpful!
Zak: Thanks Stephanie, these tips have been really helpful.
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