Setting Default Values for Personalization Tokens in HubSpot Emails and Website Content

“Dear ,”
( We’ve all seen that before! )

Due to a little problem with my email tokens this past week, I recently reacquainted myself with the “Content Settings” section within the HubSpot “Contacts” menu.

A few days ago we sent an email out to our customers with a {{contact.firstname}} email token in the intro to the email. Some of those emails were delivered and a handful of our contacts who were missing a “First Name” in our CRM ended up getting an email that said “Dear ,” which makes us look awesome… not.

What I failed to do was two things:

  1. I normally send emails with a different intro, something like “Hi”, “Hey”, or “Hello” which doesn’t look bad when the First Name field is empty.
  2. If the intro requires a default value I’ll typically set the value to “friend” since this seems to be the best alternative for a missing First Name field value.

So, to stop this problem from happening again, I decided to ask HubSpot support (which is awesome) for a little help. This time though, I taught the support rep a little something, which I thought you should all learn too.

Replacing email tokens in HubSpot emails:

By default, HubSpot emails give you the option to “Review” your email before you hit send, it’s actually one of the steps you will hit if you continue to use the “NEXT” button in the email interface. The “Review” section will actually show all the personalization tokens you’ve used (among other things) and what their default values are.

Screen Shot 2017-10-27 at 8.32.15 AM
The screen shot here shows that I don’t currently have a value for “FIRSTNAME”

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By clicking the link “Edit default value” from the review section in HubSpot, you’ll be able to put a default value for the First Name field (or whatever personalization token you’ve used). Make sure to read the tool tip for more information.

After you fill in a value here, all future emails you send will contain a value for “First Name” if the record in the CRM is missing their First Name. Neat.

This is a great solution to a silly problem, but there is a better way to solve this as an administrator and make sure the entire company is setup for success.

Globally replace email tokens in HubSpot emails:

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This is particularly useful if you are an administrator of the HubSpot platform and want to allow other members of your organization to send emails without you double and triple checking each email send. Setting a token within these settings will give you some piece of mind.

Ironically, the HubSpot support team didn’t realize these settings were available in the email section of “Content Settings” – that’s why I’m sharing it with you now.

Here’s how to get there:

Step 1: Head on over to your “Content Settings” section found within the Contact menu in HubSpot.

Step 2: Click “Email” on the left navigation on the page

Step 3: Scroll to the bottom and look for the section “Default Values for Email Personalization” (screen shot below)

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From here, you can manage all the default values for any Contact or Company Properties in your CRM. Really neat.

Pro tip: These settings are ONLY for the email personalization tokens, so if you want to manage how these default values appear when using personalization on your landing pages and website pages, you’ll need to go back to “Content Settings” click on “Page Publishing” and scroll to the bottom where you’ll see the same type of box but this is specifically for Page Personalization.

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Tracking Sync Time In HubSpot and Salesforce

There’s a ton of research on how impactful ‘speed-to-lead’ is on the sales process. The faster your leads end up in the call queue, the more likely you are to convert them to an opportunity and customer.

Our team is always attempting to measure how long it takes our leads to make it to the sales team. So, I built a way to track that. If you want to copy what I’ve done feel free! Alternately, if you have suggestions on how to improve on this tracking or suggestions to improve the speed at which sync occurs between HubSpot + Salesforce please let me know in the comments or send me a message on my contact page.

Before we get started I think it’s important to note that our organization used the “inclusion list” functionality of the HubSpot and Salesforce integration. This causes additional snags in sync time so we wanted to measure what our average was…

In order to get this going you’ll need to setup some things in both HubSpot and Salesforce:

  1. Multiple HubSpot Workflows
  2. Custom Salesforce Fields (For calculations)
  3. Smart Lists (HubSpot)

Ready to track your speed to lead with HubSpot and Salesforce? Let’s go!

Step 1: Build Custom Field in HubSpot

First you’ll want to build a custom NUMBER field in HubSpot. You can call it whatever you like, but I chose to call mine “HubSpot to SFDC Delay”.

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Step 2: Build Custom Lists in HubSpot

I built one list in HubSpot called “Workflow List | Leads Created Today – On Inclusion List – Not Synced”. We’ll call it “Workflow List” from now on.

The name of this list is pretty clear on it’s purpose but to break that down further here is what it does:

  1. It looks for leads where:
    • Create Date is less than 1 day ago
    • Is a member of the Inclusion List (the list where leads go to be sent to Salesforce)
    • The Last Salesforce Sync Time is unknown (this is a field provided by the integration)
    • The contact property Lifecycle Stage is not equal to Sales Qualified Lead or Opportunity. (I don’t need to find newly created contacts that have gone beyond MQL b/c MQL is the primary trigger for our leads to go to Salesforce. This could be different for your organization.)
  2. Once the lead makes it onto this list, the workflow I built will be triggered automatically. That workflow is called “Administrative | Step 1 Sync Delay Counter (0-5 minute)” As long as the lead stays on my list, they stay in my workflows.

This list is really valuable for both our Sales team leads and Marketing Managers / Ops Managers. They can use this list to quickly view who is still not synced with Salesforce and either use manual triggers to push leads that seem to be stuck or troubleshoot what might be causing the problem.

The other day I actually caught an integration error before HubSpot had time to publish any alert about it…. I know because I was on the phone with support when they told me a bug had been found during our call. 🙂

Step 3: Build Workflows in HubSpot

I have multiple workflows built to calculate how long a record is on my Workflow List. I did this to limit the number of steps in each workflow because it’s much easier to see the performance of a workflow when there are fewer steps.

The workflow uses the “increment a numeric property” functionality to incrementally count how long the lead is a member of the Workflow List. I set 1 minute delays between each step starting at 0 up to 5 minutes. After the completion of that workflow the lead will be enrolled into the next workflow and continue incrementing numerals of 1. I repeat this process through 9 workflows. This takes me all the way to 45 minutes. In the 10th workflow I increase the delays to 5 minutes and stop counting after 70 minutes.

So this means I have the following workflows active:

  • Administrative | Step 1 Sync Delay Counter (0-5 minute)
  • Administrative | Step 2 Sync Delay Counter (5-10 minute)
  • Administrative | Step 3 Sync Delay Counter (10-15 minute)
  • Administrative | Step 4 Sync Delay Counter (15-20 minute)
  • Administrative | Step 5 Sync Delay Counter (20-25 minute)
  • Administrative | Step 6 Sync Delay Counter (25-30 minute)
  • Administrative | Step 7 Sync Delay Counter (30-35 minute)
  • Administrative | Step 8 Sync Delay Counter (35-40 minute)
  • Administrative | Step 9 Sync Delay Counter (40-45 minute)
  • Administrative | Step 10 Sync Delay Counter (45-70 minute) | 5 Minute Intervals now

Can you tell I’m a fan of naming conventions?

Step 4: Build Custom Email Alert

Once a lead reaches the 15 minute mark on the third workflow, I built an automated email alert to tell the team we may have a problem with sync delays. This email allows the team to quickly jump to the Workflow List in HubSpot and manually sync records or troubleshoot any problems.

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Sample of the email alert we send to the team. Hint: It has a GIF.

Step 5 (optional): Build Formula Fields in Salesforce

If merely alerting the team isn’t enough, you can also build a calculation field in Salesforce to produce average speed-to-lead dashboards. To do this consult your Sales Operations Manager to help or if you’ve got an inquisitive / adventurous side give it a shot yourself… I did!

Here is how I’m calculating the values with a formula field in Salesforce:

Field Name:
“HubSpot Created to SF Created Delay”

Formula:

IF(HubSpot_Create_Date_Time__c = NULL, NULL,
IF(HubSpot_Original_Source__c = “OFFLINE”,NULL,
IF(CreatedBy.Id = “[USER ID GOES HERE]”,
IF(CreatedDate<HubSpot_Create_Date_Time__c,NULL,
IF(HubSpot_First_Conversion__c=NULL,NULL,
(CreatedDate – HubSpot_Create_Date_Time__c)*1440)),NULL)))

This essentially calculates the difference in minutes between when the record was created in HubSpot vs Salesforce. Calculated when create date in HubSpot is known, lead source is inbound (meaning generated by our marketing team), and Salesforce Created Date is after the HubSpot Created Date. (which means the lead was new)

Field Name:
“HubSpot MQL to SF Minute Delay”

Formula:

IF(HubSpot_Became_MQL_Date__c = NULL, NULL,
IF(HubSpot_Original_Source__c = “OFFLINE”,NULL,
IF(CreatedBy.Id = “[USER ID GOES HERE]”,
IF(CreatedDate<HubSpot_Became_MQL_Date__c,NULL,
IF(HubSpot_First_Conversion__c=NULL,NULL,
(CreatedDate – HubSpot_Became_MQL_Date__c)*1440)),NULL)))

This essentially calculates the minutes it took to be created in Salesforce after being created in HubSpot. Calculated when the minutes are less than one day, when the record is generated by an Inbound Lead Source (not imported from our APP), and first conversion is known.

The HubSpot dashboard I built looks like this:

screen-shot-2016-10-13-at-4-51-22-pm

Using HubSpot’s Reporting Addon, I am showing the average time (in minutes) it takes to create a record in Salesfore when the lead becomes a Marketing Qualified Lead broken down by the month they became an MQL. Cool huh?

More Help:

Looking for more help on managing the HubSpot + Salesforce integration? Jump over to some of these help articles posted by the HubSpot team:

Sometimes you’re working with a single contact record and you need to put them through some kind of workflow.
There are plenty of ways to enroll contacts into HubSpot workflows (Pro & Enterprise plan only), but here is a quick lesson on adding contacts to workflows from the new contact layout.

How To Enroll A Contact In A HubSpot Workflow

  1. Visit the contact profile in HubSpot by searching for his/her email address
  2. Scroll down and look for the section “WORKFLOW MEMBERSHIPS”
  3. Click the drop down menu and select the KPI Survey
  4. Click “Enroll”
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Landing Page Background Images with Rich Text On Top [HubSpot Hack]

Landing Page Background Images with Rich Text On Top [HubSpot Hack]

Have you ever wanted to build a landing page with a custom background image? How about this… have you ever wanted to build a landing page with a custom background image that your team can change on-the-fly? Well I have! And now I can!

About six months ago I saw a growing set of problems.

  1. I’m the only one that can do dev work in HubSpot.
  2. Our design team keeps making awesome stuff that HubSpot isn’t set up to handle out of the box.
  3. Our content production is increasing rapidly and needs to get out the door just as fast.

This observation led me on a quest to find a solution, one I was certain would exist in HubSpot given my initial understanding of their platform.

So I took it upon myself to look into HubSpot custom modules (this was after lots of research on how the code base works in HubSpot).

I spent a considerable amount of time learning how to build a custom module, and then more time learning how to implement it on a landing page (with custom CSS to help).

So, to get to the good stuff, here is what our new page can do:

In the hero of our landing page, we can now edit everything!
See the GIF below or watch my YouTube clip – make sure you have sound on 🙂

The custom HubSpot module contains the following fields:

  • Text Field x 2
  • Rich Text Field x 2
  • Image Field
  • Choice Field (this was for fun but turned out to be very useful)

ScreenCaptureProject1

With our new module in place and HubSpot’s friendly responsive (bootstrap) framework, we’ve got a fully mobile-ready landing page template for our team to use.

Mobile Response

This means no more custom templates and CSS files for every new landing page design! WOO HOO!

If you’re looking to get started with this little HubSpot Hack, I’ll save you some time… I’m happy to show you how to build out the module but first, I’m going to go home and get an IPA… I’m a little tired from all this dev work 😉

Stay tuned.

Lead Generation & Twitter Cards – Inbound Marketing

Leads Funnel

TWITTER ANNOUNCES TWITTER CARDS

(for everyone this time)

So what are “Twitter Cards”?

From Twitter (thanks Twitter):

“Twitter cards make it possible for you to attach media experiences to Tweets that link to your content. Simply add a few lines of HTML to your webpages, and users who Tweet links to your content will have a “card” added to the Tweet that’s visible to all of their followers.”

How Do I Use It?

You can use it to have SIGN UP forms for your email lists available on Twitter directly… AWESOME! Also, you can have a particular look and feel associated to each type of card you assign to your websites. Embedded information allows the cards to appear just the way you want them. Check out these screen shots below of the sample cards.


Twitter-Image2
Twitter-Image Twitter-Image3

How do they perform?

Well.. no one really knows how well they will perform in the long run, but for now we have some research to refer to.

Check this out… Mashable shared how Twitter Lead Generation Cards performed for some companies. “In a case study quoted on Twitter’s blog, outdoor gear and apparel company Rock/Creek saw a 4.6% engagement rate and generated more than 1,700 new email contacts in one week by using a Card within a Promoted Tweet.”

twitter-lead-generation-card-example2

Can I Integrate with My Company?

Actually yes!

According to Twitter Support you can link them with the following CRM / Marketing Automoation tools:

And possibly with: