You may already be ‘upcycling’ your content, but are you recycling those leads which don’t convert to customers? A slick HubSpot to Salesforce integration — with the help of some custom fields — can ensure those leads that don’t quite make it to your case studies pages are re-nurtured and given a second chance.
So, here’s how:
Look at a batch of leads which didn’t convert into customers but did make it a few stages down the sales funnel. Then, determine why these leads became dead in the water and make a list of all the reasons.Is it: – Lack of budget? – Lack of time? – Do they have their own internal resource? – Did they go to a competitor? – Do they no longer have a need? – Bad chemistry? – They stopped responding? – They emigrated to Bermuda, who knows?!
Now try to categorise these reasons, and try to aim for no more than 5 categories. These categories will all become campaigns, so you’ll want to aim for quality over quantity.
Next, create custom fields in HubSpot and Salesforce and name them ‘Lost Reason’ or something suitably similar. Set the options as the names of your categories. You can now create a custom field mapping under in HubSpot’s integration settings.
You will now need to get all your ducks in a row, create smart lists in HubSpot for each of your ‘Lost Reason’ categories to allow your leads to drip into these lists as they drop off the sales funnel. Just make sure to choose an option from the ‘Lost Reason’ once you consider the opportunity to be over (for the time being, of course)!
Create a campaign in HubSpot campaigns for each of the Lost Reason options. From here, you can build landing pages, offers, blog posts, emails, keywords, and workflows etc. which are relevant to the reason the opportunity ended. For example, maybe the service you were offering the lead was too expensive for them. If this is the case, you can send them marketing content based around your less-expensive alternatives.
Create smart content on your website. This way, you can make sure that when your lead revisits your website, they see content that will make them want to buy! And your website will be free of anything which resembles the reason they chose NOT to buy previously.
The purpose behind this process is to always give your lost leads a second chance. A lot of the time, the reason your leads don’t convert could be purely down to timing. But the great thing about following this re-nurturing process is that your leads will feel their needs are understood.
The idea is to provide an understanding of why things didn’t work out the first time round, and offering to make amends with a new proposal of how you could work together.
You’re playing the art of negotiation via the medium of marketing (edgy, huh?!)
If you’re looking for some expert help to advance your HubSpot & Salesforce integration, drop us a message or give us a call!