Marketing automation should be about more than just blasting out conditional emails. It should give you real insight into your leads, what interests them, and where they are in the customer lifecycle. Today HubSpot is thrilled to announce some major enhancements to our behavior-driven communications tool (formerly known as Performable Engage).
Speed matters when it comes to following up with leads. In fact, studies show that companies that try to contact potential customers within an hour of receiving queries are nearly 7 times as likely to have meaningful conversations with key decision makers as firms that try to contact prospects even an hour later.
The newest release of HubSpot's behavior-driven communication tool can trigger communications within 15 minutes of a given action. So what does that mean in practice?
Let's say a lead is considering a number of different companies. He looks at your pricing page and then goes to a variety of competitor sites to compare. When this happens, you can automatically trigger a targeted email with customer testimonials and a breakdown of the value your company offers over others.
By intervening with the lead while he is still weighing his options, you can provide your lead with the information he needs to decide, and hopefully speed up your sales cycle at the same time.
Visibility into the system
Communication tools should never be a black box. With this new release, you can get more insight into which leads have been added to a given segment, what emails they are scheduled to see, and whether or not they have met the conditions you set. You'll be able to see exactly how your communications are working, spot problems in your workflow, and optimize it by yourself. We've also expanded the available graphs, so that you can see exactly which leads are passing conditions versus failing them over time. And you'll be able to see which emails your leads are scheduled to receive, when. In the example below, you can see a detailed log of activities, actions executed, and pending visitors.
Ability to export a list of segments
Do you know who your most engaged leads are? What about your biggest churn risks? HubSpot's behavior-driven communication tool has always been able to email customers and send notifications based on lead or customer behavior. But now you'll be able to export a CSV list of those behavior segments for other purposes.
Upload them into your CRM system. Provide your support team with a list of high-priority churn risks. Use segment lists to get smarter about your targeted marketing. Your leads are more than just an email address, and now you can treat them that way.
HubSpot will continue to develop tools that respond to your evolving marketing needs. We'd love to hear feedback from you, or to tell you more if you're interested in learning more about behavior-driven communications.