HubSpot Use Case: Sales of Captured and Nurtured Leads

Overview

In this article you'll learn how to utilize Encharge capture and nurture new Leads. You'll understand how to manage your potential customers using HubSpot CRM levering the Encharge <> HubSpot Sync integration.

Used Features

Capture Leads using Forms

Generate Subscription Form

Start by creating a form using the Encharge Native Form builder. In your Encharge account look for the Forms tab at the top of the page.

Find the " +" button at the bottom right of the page and select Add Form. Make sure to name the Form and click "Create Form"

Give a name to the form and click "Create Form". The next step is to add the Fields you're looking to capture. The form will have the Full Name and Email pre-generated, but if you need additional fields or styling you can use the menu on the right.

When the From design is complete, it's time to Embed the Form.

Embed Form

Click on Integrate form and on the right side you'll have the HTML code ready for Embedding. Copy and paste the code into your website's HTML where you want the form to appear.

You are now ready to capture leads into your Encharge account. Once captured, it's best to have a nurturing sequence ready so that you can increase your chances of conversion.

Nurture Leads

The top of the Lead Funnel can be quite crowded therefore automation is needed to build an effective nurturing campaign. With Encharge Flow Automation you'll be able to engage your leads and sort through those that are not interested. Before building the flow, however, you'll need to create your emails for the campaign.

Go to the Email section of your Encharge account and create a new Email.

Using the Drag and Drop editor you can build complex designs and beautiful emails that captivate your audience. Once you've created your Campaign emails, it's time to create the Automation.

Create a Flow Automation using the Lead Form

The key to a successful sales process is a well-functioning Nurturing program. Not every lead is ready to purchase your product hence why the Marketing team needs to provide as much information as possible before passing any potential customers to the Sales team.

Start by adding the Encharge Form Submitter trigger to a new flow. Then, add the Send Email action and for each action, select the appropriate email in the sequence. Add Wait actions between each email step and set it up so that it fits the frequency of your Campaign Outreach. Lastly, connect the Trigger to the rest of the actions in the sequence.

Now that your leads are receiving your product information, you can start segmenting them into potential customers. This can be done in various different ways depending on your business, but for the sake of this example, you'll learn people segmenting based on how many of your emails they have opened.

Segment engaged leads

As leads move further down the marketing funnel, it's important to group them based on their engagement. The more engaged your leads are, the better the chances are for conversion. However, not everyone will convert without additional help, for that reason Segmentation is pivotal when passing leads to the Sales team.

With this Segment we are looking for leads who've been actively reading your emails. This will give a good idea of how interested they are in your product. With that being said, this is an oversimplification of what the actual Engaged lead would look like.

Encharge <> HubSpot Data Sync

Once you've integrated HubSpot with Encharge, all captured leads will be automatically synced to HubSpot.

Encharge <> HubSpot Automation

The idea using Encharge <> HubSpot automation is to help your Sales team focus on nurtured leads that have high potential of conversion. There are various ways to do this and there is no one size fits all solution, that's why below you'll find 3 different ways to pass on qualified leads.

Create a HubSpot List from Encharge Segment

Start a new flow and add the Entered Segment Trigger. Then, add the "Add to List in HubSpot" action and connect both steps together. Make sure to have your HubSpot Lists created beforehand, otherwise you won't be able to see them in the action's dropdown menu.

This simple flow will add every person from the Engaged Segment into the Engaged List in HubSpot. The Sales team can use this List as a starting point and approach your qualified leads.

Update HubSpot Lifecycle Stage

At this point, it's also important to update the Lifecycle Stage of your Engaged leads, so that the Sales team can better track their progress. Add the "Update HubSpot Record" action and connect it to the same Trigger.

Now that your Sales team is attempting to convert your users you'll want to start creating Deals and Tasks for those Highly Engaged Prospects. Who you consider a Highly Engaged Prospect is entirely up to your business model. In this case, a task will be created for Sales to contact the Lead and a deal will be created with status Awaiting Response.

Create HubSpot Deal and Task

Start by adding Create Task in HubSpot to the existing Flow.

Title: Add a title for your task and the {{person.email}} merge tag. This will help the Sales team identify the Potential Customer.
Owner: Assign the task to the specific Sales representative.
Description: Add any additional information that would help your Sales team when contacting the lead.
Due in (days): This step is optional, but it helps tremendously in stimulating quick action.

The final step of this flow is to create a Deal. Add the Create HubSpot Deal action and connect it to the existing flow.

Deal name: Add a name for your deal and the {{person.email}} merge tag. This will help the Sales team identify and track the Potential Customer.
Pipeline: Assign the deal to your Sales Pipeline.
Deal stage: In this case choose "awaiting response", but your stages can differ as they are customizable when designing a pipeline.
Owner: Assign the deal to the specific Sales representative.

It's not mandatory to se all of the steps given, usually 1 or 2 will be more than enough to help your Sales team engage your leads. Your specific usage of HubSpot and business needs will dictate how to design this setup.

If you need additional information feel free to message us at [email protected]. Alternatively, you can book a call and we can directly discuss how to automate your use case.