HubSpot Email Training - March 25

VIEW RECORDING - 58 mins (No highlights)

@0:00 - Charlotte Stedheim (Assessio)

just sit somewhere else, but now it's there, so that's good.

@0:02 - Jonathan Riis Gilmartin (sunrise.dk)

All right, so we have half an hour, and I really want to cover as much as possible. The only thing we'll focus on today is email.

Of course, it seems like you're pretty well sufficient in actually creating emails, so I won't focus too much on that.

We have also had some training with that previously, but I'll quickly go through that. And then actually, for the sending of emails, I think it's a very important aspect that we have not covered enough in the training, I think, which is why I really need to show this as well, for Essie, which we don't have here today, so I'll send Daria from Norway and a follow-up email.

And a lot of people are noticing me as new haircut. Yes, and I will also show you how to work with HubSpot's list.

Because it's actually a very important part of the email, even though it seems like a different thing, it's very much interconnected.

So I will share my screen if I can. There we are. So let's go to the email tool itself.

So I can see that all countries have done emails and has sent emails. pretty sure. I'm almost confident that this is the case.

So that is great. We did some original templates and I know that you've changed a lot in the templates and done a lot of work.

Is everyone, do you want me to cover the creation part of the email? Are we okay, comfortable with that currently?

I think we should be good. Yeah. It looks like everyone is quite sufficient already, and it's also an easy tool, so it doesn't really need too much input, I would say.

So that's good. The email button in HubSpot is very much connected with lists, because if you don't have updated lists, your email deliverability will be heard a lot, the list sits here under CRM in HubSpot.

What you will see is that today we migrated some things into HubSpot as lists. For example, you had a lot of unsubscribed and bounces in up sales, and this is important to take with us, even though it seems like it's not important.

It's actually very important, because if we have everyone that already bounced and everyone that unsubscribed, we can then make sure we are not sending to those, because that will then allow us to have, again, high deliverability and make sure

so that we don't send to someone who has unsubscribed from previous information. ideally we would want to have a list like this or a Norway and a list like this for SA.

You can see, I'll take SA for now, because you can see we have something here called has updated into SA magazine and is not in import SA unsubscribed or bounced.

Now the list might be higher, so we can talk about other things that need to be imported into this, but right now just having those who unsubscribed and those who bounced on as a do not be on this list, because then when you are sending out the emails you will have filtered this away, so you don't have to sort of manually update this.

From my understanding in up sales, this was something you had to manually and change to folders up here on the right just by clicking folders.

@5:04 - Mitch van der Haar (Assessio)

I have a question. I created a static list. When I put it in email it says people are not subscribed to marketing emails whilst they're already in the, they're are basically already contacts of our clients.

Do I need to need to change some settings in that list?

@5:26 - Jonathan Riis Gilmartin (sunrise.dk)

Did you create it today or was it yesterday?

@5:29 - Mitch van der Haar (Assessio)

think it's just on oh there it is the nl event bloom learning the then one uh one this basically same story with this one over this right off the one below uh so that one no oh that one yeah with the 21 uh yes so you did a static list of customers that unsubscribe from your uh yeah they're basically they were at an event so i created this list so we created an email list for this

So I created an and I want to use this list as an email list, but when I selected, it says zero people will receive it.

@6:10 - Jonathan Riis Gilmartin (sunrise.dk)

Yes, I think let me just see here. Yeah, that's actually the other thing. Hubquot has two things that are very important for sending out emails, and we can always question what makes sense and what doesn't make sense, but there are two things that are very important.

One is the subscription type. They need to have the right subscription type that connects with the email that you've created.

I'll just show you an email where you can find it, and then I can show you how to find it on the content person.

So when you create the email, just go here. Can I just take this one from you, Mitch? Oh, sorry, Linda.

Yes, this is the email.

@6:53 - Mitch van der Haar (Assessio)

Okay, perfect. It's not finished yet though, so be careful with sending it out. I won't send this.

@7:00 - Jonathan Riis Gilmartin (sunrise.dk)

settings here you will you can see if you go all the way down here you have a subscription type and this is actually one of the most important parts of the email setup because if the contact is not linked or is not subscribed to that type the email will say it's not sending because it hop but does not allow you to do that because in in legal terms we would be breaking some kind of law so that's why hospital says no no that's not going to happen we will block the sending of that so when you do and and here in the start it will be more apparent that you will have to make a list and then add the whole list and make them subscribe to blue marketing for example I can see that was was bloom for example let's let's take this list and as an example because it's actually pretty good example here so to do that update you would have to do

Typically I recommend just having a workflow because the workflow can do the automated actions for you. We have one here called data set subscription type on import.

It's basically made to do this basically and it's being used for a lot of different things also the imports we are doing so you can see here we then add a trigger or we add a list to the trigger.

What was it called now?

@8:31 - Mitch van der Haar (Assessio)

Mitch the list and nl underscore fan. Yeah, that one. The second one. The second one.

@8:42 - Jonathan Riis Gilmartin (sunrise.dk)

And then you can say it's member of this list. What you might do and what I would recommend you to do is maybe do says a bulk so I can also help you do that but like all the lists that you have for all the different like what you would like to make sure is connected into blue marketing, I think for example, so then we can do a one mask.

bulk edit, so we add as many to the subscription type as possible, because here you can see this is the trigger and then we can subscribe or unsubscribe.

This is a you want to subscribe and we just change to blue and we can say save. And then another important thing that we need to do is we need to we need to set it as a marketing contact, because HubSpot's pricing works in on the marketing side works like this.

You don't pay for non-marketing contacts that are not sending any marketing material, you're only paying for marketing contacts who you are sending material and information and so on.

what we really just need to be aware of is to say okay when I need to send something out as just a one-off you can just

pick the whole list and market and then set it as a marketing contact and then you can send it out.

I will show that in a minute.

@10:08 - Mitch van der Haar (Assessio)

If you would send this email from a customer success manager account, would we then have to do this or not because it would be directly?

If you do it like a sequence. No, this email but from out of the customer success account, for example, or an account manager setting this email to these contacts because it basically are her her contacts.

@10:32 - Jonathan Riis Gilmartin (sunrise.dk)

I mean, for that specific scenario, I would recommend using a sequence because if you use the marketing email tool for it, it's fine.

It's a very good tool for that. But when you're sending to less than a hundred and it's like a personal invitation, I would consider doing a sequence because it's just way more personal and you don't need to be marketing contact or have a subscription type to be in a sequence.

Yeah, does that make sense? That does make sense. Yeah. The good thing is I'm now showing you a workflow which is I know this was about email, but there's always a little preparation before sending out an email.

And this is what I'm trying to showcase here in this example. So let's just roll with that. We want to enroll this so we can use a live example.

think it's good. It'll just spin a little and it'll tell me there's probably 21 people that we will enroll in this workflow.

There is. I can say yes, enroll contacts. And then I just click next a couple of times and I turn it on.

And now you can see that the workflow will run. As soon as you are finished, basically almost now, I could shut it off or just get a minute because then it will have run through all the contacts and it will have updated the subscription type and it will also

have put them as a market contact. So if we go back to your email now, Mitch, we should be able to now you can now you can see that it says 21 out of 21.

@12:16 - Mitch van der Haar (Assessio)

Yeah.

@12:18 - Jonathan Riis Gilmartin (sunrise.dk)

So this is, it's a small step. Ideally, you shouldn't have to do this every time before you send out an email.

course, the most ideal scenario is we always have one update list or maybe two that we can send to when we are sending something out.

If you need a very specific list or some very specific people you want to send to, it is being recorded, Charles.

Don't worry. And my note checker is recording also. It's put it on the training page when it's done. Yeah, but so you have this list that you have said send to.

I also have a lot of customers where we recommend having a do not send to. This will be your unsubscribe list.

So you can see we have one for PGS, not PGS but DK, and we have one for NO and we have one for SA as well.

So we can of course create one for you and we can also create one for NO and for BLOOM.

It's not very difficult to do, but it's basically just if people are unsubscribing from your email or bouncing, it's a good thing to just not send to those.

Does it make sense?

@13:48 - Mitch van der Haar (Assessio)

Yes, it does. Nice.

@13:50 - Jonathan Riis Gilmartin (sunrise.dk)

Should we send it or is it? No, it's not finished yet. No, it's not finished yet.

@13:55 - Mitch van der Haar (Assessio)

You said that. I will go out from this email.

@14:00 - Jonathan Riis Gilmartin (sunrise.dk)

and then yes so very important thing to note subscription type marketing contact you mean have a question yeah we do regarding the list and the folders in the list we have to manually put the ones that we are creating to our own folder or does it doing it itself that's a good question no it actually doesn't put it in itself but one thing that so like structure sorry we created one today fry and I this one DK rebranding sign-off list and we don't know if it's in a folder we didn't put it in there yeah no it's not as you can see here it doesn't contain a folder so you can just click here and then you can say move to photo then you put it in the right

@15:02 - Emil Lund Tidemand (Assessio)

So it's pretty easy to add if you have something like that.

@15:06 - Jonathan Riis Gilmartin (sunrise.dk)

You do also have the option to have views up in the top here, and I'll actually recommend working with that, because just looking at a total list of 162 lists, that can be a little much.

@15:19 - Emil Lund Tidemand (Assessio)

So you might want to... It would be nice also in mails and maybe landing pages over time to have these folders.

I don't know if it's possible. So you can actually do that structure, and I think that something would be good to align on across the group.

@15:36 - Jonathan Riis Gilmartin (sunrise.dk)

In my thing, maybe you have already done it. I'm not entirely sure. We tried to do some setup in the start, but of course we need to maintain it, which is basically the naming conventions.

But we can also work with special tags or anything that we would like to have, so it's easy to categorize.

different landing pages, emails and lists, if that makes it easier. Sometimes it can be good just to have a tag instead of having to add it to a folder and then the tag can be basically DK, NLSA, NO, so on, EST.

Nice. I have to answer that now, but it's something we can do and we can also add a property that you must fill out when creating a new landing page or a new email or new list so we have a required field to fill out.

So we always remember to fill out the tag.

@16:37 - Emil Lund Tidemand (Assessio)

That's just an add-on, so to say.

@16:42 - Jonathan Riis Gilmartin (sunrise.dk)

Actually, I do have one question more, Jonathan.

@16:46 - Emil Lund Tidemand (Assessio)

I also asked a mess about yesterday, but it's regarding the emails that we're getting back from when we're sending out emails for our customers.

So not the ones that go into a bounce in the system. But the ones who takes us back and say hello, I'm not in the company any longer.

I can't say this in this. That is always some that is also some kind of a bounce. I don't know what you call it.

But yes, yes. So they don't text us back, it's an auto reply. They have put on while the email is still open.

Yes. Yeah. So the question is, um, do I add them to a bounce list? Because what I understand from my conversation with us is that we can't add them manually because it's a dynamic list.

Yeah.

@17:39 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, well, yes, you're correct in the terms that a dynamic list requires some kind of. Yeah, input, you know, your dynamic list just looking at the field filter and then pose in everything that goes within that filter.

What you could do. All right, what is possible at least is we can have a tag. on the contact person that basically says that the person is not within the company anymore.

And that then put them on that list. That would be a dynamic filter. It will be easier for you when you look over your contacts potentially to click something off and then just change it.

Then you can change that specific list. That specific tag saying that the customer of the contact is not with the company anymore, for example.

Okay, do you have to make an example?

@18:37 - Emil Lund Tidemand (Assessio)

If you can text Camilla, see. And Guilio, G-U-L. Yeah, she's the one. Very international, yes.

@18:58 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, so she's not in the company anymore. for any longer.

@19:01 - Emil Lund Tidemand (Assessio)

She text us. what what do we have to do with her to just want to check something here?

@19:09 - Jonathan Riis Gilmartin (sunrise.dk)

No, we don't have any. Sometimes it does find a bounce reason. And sometimes it doesn't. So this it did not.

You can see hospital stores, some of these properties, which is basically email hardbound reason, if it's something that is hard bouncing, but this has not sort of say hard bounced.

So I will say instead. This is something I know we've also been asked from other other countries is basically like status on the contact.

So you can have you can be active, but you can also be stopped at the current company you're working at, for example, because that will give you a pretty good idea pretty quickly if someone is at the company or not at the company anymore.

So we would have a privacy here that's visible that you can then sit and that puts you on to your list.

I'll remove you from the list. if that makes sense. Would that work for you, Emil?

@20:07 - Emil Lund Tidemand (Assessio)

Yeah, but I think that, actually, I think that we are not in the correct Camilla, because I don't see her email right there.

That's true. The email is not there. She doesn't have an email. I think that it's because her last name is G-U-L-O-E-V.

So what I got, what I have to do with her and a lot more persons, what is that actually?

@20:46 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, so we don't have the field right now, but I can create it so that we have it. So we basically just have a property here that we can change, same way we can change.

contractivity, for example, or any other inputs, any other information. I just have a status field, I think.

@21:09 - Emil Lund Tidemand (Assessio)

would be nice if we can go into the workflow regarding bounce and new job. yeah, so we can put it in the same way for the sales team.

Yes, so basically you just change something on Camilla and then it goes into that workflow.

@21:26 - Jonathan Riis Gilmartin (sunrise.dk)

Exactly. Yeah, that makes sense.

@21:28 - Emil Lund Tidemand (Assessio)

We can do that.

@21:30 - Jonathan Riis Gilmartin (sunrise.dk)

But I will add the field and then I'll send out to every one of you that you now have that option.

So we can say that someone, you know, they bounced, which means 10 out of the company anymore. They send you an email saying we're not at the company anymore.

So we can add that to this and then it removes you from the list and sends it to sales.

Nice. Perfect. Cool. Good to cover. I'm just switching back to the list. So one thing to note, how do you see what people subscribe to?

This sits on the individual contacts. You can also pull it out on a list, of course, but if you want to see it on the contact level, I find it sometimes good to show.

So I'm just going to open up Ellen and you can see if I scroll all the way down, you'll have something called communication subscriptions and you can see it's green currently.

Green is good. And then you save your subscriptions and then you can see specifically what she has subscribed to.

And I can see blue marketing and I can see in a marketing. And then you can also see history.

If you would like to see history, you have that option as well. We can't add them manually here. It just always needs to be through the workflow.

@22:51 - Mitch van der Haar (Assessio)

No, you can actually do that.

@22:53 - Jonathan Riis Gilmartin (sunrise.dk)

If I would actually subscribe her in one of these, could just hover over and do it.

@22:58 - Emil Lund Tidemand (Assessio)

But you would have to do that. Like one by one, I wouldn't recommend that.

@23:01 - Jonathan Riis Gilmartin (sunrise.dk)

So that's why I recommend the work cycle. But yeah, like you were super small, but yeah. Yeah, that it was a little small list.

But as soon as you have a few hundred, you know, it's nice to have a second, just do it for you.

So the workflow is here. I'll just turn it off again. Like the events you're doing are the same. So it's really, yeah.

So it's important for everybody to know to always turn this off.

@23:31 - Mitch van der Haar (Assessio)

Otherwise, yeah. Yeah, I mean, as long as you don't change the list, then it's fine. But otherwise, yeah.

@23:36 - Jonathan Riis Gilmartin (sunrise.dk)

As I'd also just told my colleague, like you turn on a workflow, keep that tab open, because then you remember to turn it off again at some point.

Yeah, because when it says an active list, it gets updated automatically.

@23:48 - Mitch van der Haar (Assessio)

And with the static list, it's fine. But with the active list, it's OK.

@23:54 - Jonathan Riis Gilmartin (sunrise.dk)

Active lists get updated automatically. So it's a very important thing if you. I have an active list and a workflow that's combined.

The good thing is the workflow will tell you that you're about to change something that's an active list and then it will affect what you're doing.

Emile, you have a question?

@24:17 - Emil Lund Tidemand (Assessio)

Yeah, it was just because I'm just thinking, I know we don't sell Bloom right now in the other countries, but right now we only have something called Assessio Bloom Marketing.

Shouldn't it be divided into different countries? Because I know that we will, at some point, sell the Bloom platform in the other countries as well.

@24:39 - Mitch van der Haar (Assessio)

Well, the thing is for now is because we have separate Emile platforms, that's why it's too separate. But the end goal is basically to move them together, merge them together and then basically start creating nurture flows separately based on subjects.

@25:01 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, but I think I also understand your question really, Louise is as you know, do you want to we need bloom and L and do we need bloom day cave?

Yeah, I think it's for long term, but because right now we don't sell them in the other country. Yeah, I think when we get there, we get a little closer to it, we can talk about it because at now we have the country activity, which is basically telling us where does the contact or company reside.

And then we can have the bloom as a subscription type. We might be able to have that two way pick because having many subscription types is as you know, we will kind as few as possible, because we need to have the ones we need.

And I think just managing a DK and a NL for bloom will just increase, you know, what we need to be aware of.

I would prefer if we can, we can have something that goes across countries and then we have the ability to filter on.

each country by contractivity. I think that would be my initial recommendation, but you can talk about it when we get closer.

Thank you. Thank you too. The last thing I want to show is basically the way of sending emails like we did with, now I lost the email, I'll get back, I'll find it.

You can send emails two ways. You can send them like a one-off, which is what Linda and Mitch is planning to do with this email.

You see in the send and schedule, you just choose the list and then you send it out as a one-off, and that's perfect.

That's one way of doing it. You also have the option to do automatic email sendouts, but sometimes what you can also do, if you have a, for example, have a campaign that's running, you would like to send multiple emails over time.

That's really a workflow that you want to utilize there. now this is just, we can just work our way a little bit

workflow just for the sake of it because you would do kind of the same. You would have a list.

You need to make sure they are subscribed to the right type, and you need to enroll them as a marketing contact.

And then you can click plus down here, and you can then choose under communication. You can then choose send email if you want to use the marketing email.

As I mentioned to Mitch, we can also use enroll in a sequence. If you have a small list of people you would like to invite for an event, I would highly recommend using sequences because a sequence compared to a marketing email looks like your salesperson sat down and wrote that email themselves.

And that converts better, which makes sense because, again, it looks very personal. But you can also send... Access to this?

@27:57 - Emil Lund Tidemand (Assessio)

Sequences? Yeah. only for us who's only in marketing. I do have access.

@28:05 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, I mean, I will have to double check. I'm pretty sure you have access to do it in workflows, but you can't see the sequences, which is a little annoying.

So as long as someone approved the sequence, you can put it up in a workflow and you can choose anything you'd like.

Mitch needs to approve my email.

@28:28 - Emil Lund Tidemand (Assessio)

No, I mean, like one of your person in the sales team needs to. Yeah, because then you can send it from a personal email.

@28:36 - Jonathan Riis Gilmartin (sunrise.dk)

You can send it from my developer, Martin, if you wanted to. Not sure that's a good idea, maybe we find something.

We find another example. You can send it from Robert. That's funny. And you can send it from his email and then it goes out from Robert's personal email address.

So also just a check with Robert before sending. But it works very well because it basically. you are creating a cadence for your salesperson without them having to do anything.

@29:06 - Mitch van der Haar (Assessio)

Yeah, the way I've done it now is I've created the sequence and they triggered them nearly. So Robert is I created a list for Robert or actually Jonathan did, I'm just a ghost writer here.

He's just working his way through that list and emails and sort of which one that's it basically. Yeah, also good exercise, I will say.

I like the sequencing tool.

@29:34 - Jonathan Riis Gilmartin (sunrise.dk)

I use it personally and that's just because it's a good way of connecting with potential leads and existing customers where you just don't send one email, but you have automatic follow-up.

Yeah, yes, I think that was what I wanted to show. Yeah, you have the option to also send a normal email.

I think most of you have already caught this that you can use this in workflow. So you can just insert different emails, and yeah.

So that's the difference between one-off email and automated emails. That the automated goes in workflows and then you can work your way creating branches and delays and a lot of other things.

We will do a follow-up training just on workflows because workflows are very potent if you know how to use it.

But that will be another session. I have one question though.

@30:32 - Mitch van der Haar (Assessio)

Is there a way that we can reduce our spam rate? We do get a lot. I think email the same as well.

We see that we're not getting open that great. We did the test as well that we get in spam folders.

It's been an issue before, so it might be an essential issue. Yeah, that's actually why I also wanted to have the training today because working with your lists and making sure we are not sending to someone.

@31:00 - Jonathan Riis Gilmartin (sunrise.dk)

who has already unsubscribed or has bounced previously, that will increase our deliverability. I think we earlier we had, we unfortunately did have some examples where we maybe sent to someone without adding the bounce list and so on.

And that triggered a lot of bounces. that is something we need to work on to make sure that we don't have a of bounces.

And that is, of course, when we are sending from the same domains, we are affecting each other. So be kind to your colleague by taking an extra second opinion before sending out an email because it can actually hurt our email deliverability a lot.

Just sending one email to the list where it bounces a lot.

@31:44 - Emil Lund Tidemand (Assessio)

But can this, I don't know, because we haven't had these issues before sending out as people to systems. So this is new to us, can, like, for instance, the thing that happened from one of the.

Yeah, sorry for the explanation. We had to send out last year where there was a fault in the system, so it sent it out to all the leads in all countries.

Could that send out maybe have had some influence on our domain as well? Yes, that will unfortunately have influence on your reputation.

@32:23 - Jonathan Riis Gilmartin (sunrise.dk)

So you need to think of your email reputation as one of the most important things to maintain. doing a wrong send out is unfortunately a thing that will hurt your domain and will put you in spam more often, unfortunately.

@32:39 - Emil Lund Tidemand (Assessio)

Arst, you have a question?

@32:42 - Jonathan Riis Gilmartin (sunrise.dk)

It won't affect division of domain.

@32:45 - Mitch van der Haar (Assessio)

So, oh, you're muted.

@32:47 - Jonathan Riis Gilmartin (sunrise.dk)

I can hear you. What about now?

@32:52 - Ott

Not anymore? for any emails at all so doesn't assess you use different email sending domains for like you have one different like assess your marketing whatever whatever assess your sales whatever whatever because that's how most companies use it to make sure that you don't burn the email domains because otherwise you're if you burn it so assess your only as one email sending domain that's it okay yeah I think currently yes it is something where we need to talk about what we can add uh yeah that's probably there's also a session of bloom but we're not using that in half spot no okay we we can add more uh but I was not under the impression that we had more play with but we can add more if we want to yeah I guess that's something that we need to talk with okay cool but yeah using different sending emails is one way to get out of it otherwise yeah problems yeah exactly it is something I would recommend at least having

@34:00 - Jonathan Riis Gilmartin (sunrise.dk)

some kind of differentiation, if we can. I think everyone is sending from the assessio.com right now, but that's because it's the emails that you have.

Everyone is assessio.com. I think no one is assessio.nl or assessio.dk, only on the website, of course, but that's something differently.

Cool. I didn't have anything else. I also am seven minutes over time.

@34:30 - Ott

Thank you. It's a time to make up when you were like, silence for a week.

@34:40 - Jonathan Riis Gilmartin (sunrise.dk)

Was I or?

@34:44 - Mitch van der Haar (Assessio)

Yeah. Fair point.

@34:48 - Linda Versteeg (Assessio)

Fair point. Fair point. Well, Mids and Jonathan, should we just stay in this meeting?

@34:55 - Emil Lund Tidemand (Assessio)

Yes, sure.

@34:56 - Mitch van der Haar (Assessio)

Yeah.

@34:57 - Emil Lund Tidemand (Assessio)

I think it makes sense. See you guys. Thank you.

@35:01 - Linda Versteeg (Assessio)

Bye. Bye.

@35:06 - Emil Lund Tidemand (Assessio)

Freyja left the meeting. No.

@35:10 - Mitch van der Haar (Assessio)

It's fine, Freyja.

@35:11 - Emil Lund Tidemand (Assessio)

The only important people. Yeah, exactly. All the important people are leaving the room.

@35:19 - Mitch van der Haar (Assessio)

Oh, yeah, the room. No, no.

@35:22 - Jonathan Riis Gilmartin (sunrise.dk)

Thank you for that.

@35:25 - Emil Lund Tidemand (Assessio)

It was Mitch. I didn't do it.

@35:29 - Mitch van der Haar (Assessio)

Blame Mitch.

@35:30 - Emil Lund Tidemand (Assessio)

Yeah, exactly. You have something going on. see it. Me? Jonathan and you, you hit each other with the very shock.

@35:42 - Mitch van der Haar (Assessio)

It's just banter. Yeah, exactly. It's good way of saying it.

@35:48 - Jonathan Riis Gilmartin (sunrise.dk)

It's plain old banter. Anyhow, we should talk about the opening of the email that we discussed.

@35:57 - Emil Lund Tidemand (Assessio)

Yeah, so Mitch. Jonathan, Marie-Louise and I have been in a talk, right? Is she on my screen now? No, not yet.

Oh. So we were talking about these stores in the in the in hospital and how we get our sales team to do it in the best way regarding the score.

So if we just take a random... And not only leads score, but also just how they create leads in the store.

actually I mean lead source and not lead score. So if we just take... Or example. So right now, Mitch in Denmark, it's like this.

So when you put on the country activity in Denmark, then the storage will be one of these. Yeah. And if we do take marketing, then we have to tell what marketing channel is it, um, and is it a former certified or I think in Netherlands you call it aloony, right?

Yeah, yeah, and we want to we want to change this, um, to inbound outbound to inbound outbound, so having the souls being inbound outbound and that was because some of the things that are listed here in sauce.

We see as both inbound and outbound activities, so we need to like have some sort of filter before going further, because if we now choose just referral or event, we can't type in anything else that relates to inbound.

So now it's just written outbound. So we want something so we are able to just filter more in how leads are created and coming in.

Does that make sense?

@37:58 - Mitch van der Haar (Assessio)

Yes, it does to me.

@38:00 - Emil Lund Tidemand (Assessio)

Yeah, just because if we type in anything else than marketing as a source, we are not able to like both tell the system if it's an alumni, which is one of the most important things that we do in Denmark.

So we want to be able to say that whenever we create and lead and also one of some of the other things like direct sales or referrals or whatever network that could also be an inbound thing.

So that was why we thought of maybe the source could be inbound outbound and then have some other categories that Emil is sharing now.

Yeah, exactly. So what we were talking about was that I put it into inbound and outbound. And after that have a required, what do you call it?

Field. Um, where we should have these referral event incoming phone call incoming info mail form pts website form a session website and for you as a form a session website form website and so on.

And then also have an other and then the sales department could fill out what else it could be, right?

And then have the same for the outbound, have this, no, not the same, but have prefer LinkedIn, Network and other.

Yeah, LinkedIn is connected to outbound as well, like when they reach out on LinkedIn, if they don't have the email address.

So it's not like LinkedIn campaigns, but. Yeah, just like the messaging.

@39:31 - Mitch van der Haar (Assessio)

Exactly.

@39:32 - Emil Lund Tidemand (Assessio)

So we can track more of what we're actually doing that works with both outbound and inbound. Are you putting in leads manually you generate through marketing?

@39:43 - Mitch van der Haar (Assessio)

Some of them.

@39:45 - Emil Lund Tidemand (Assessio)

So if we have someone who's going through our form in, not our form, sorry, but our contact form in, in on our website or phone calls, we need to.

Yeah, that's true.

@39:59 - Mitch van der Haar (Assessio)

We don't.

@40:00 - Emil Lund Tidemand (Assessio)

any inbound phone call so okay yeah we get we don't get a lot but we get some every week yeah that was actually why this question came up because one of the sales guys needed or go needed to create an inbound outbound is easy for everyone to understand yeah this is just like they're getting no clue when they should choose what yeah and we need to and we need to make the other fields that comes beneath source when you have chosen the source outbound inbound needs to be required fields otherwise they won't fill it in in Denmark.

@40:40 - Jonathan Riis Gilmartin (sunrise.dk)

No what we can do in the property is that based on the input on one property we show only different values in the next property that's required and so I think we can we can that's also why I wanted to make sure we talked about this today Mitch because I think actually it's a better setup and will give us more accurate data and that's

same time we will make sure that it's the same, like we will only ask inbound sources when you pick inbound, we will only ask outbound sources when you pick outbound.

We could, as an add-on, as a not required but like an optional do a free text saying for example you pick event say okay which event do you remember or something where we can have a combination of static data I think let's call it that and then more open because then after just a quarter or half a year a year we can really analyze a lot on that data actually.

@41:32 - Emil Lund Tidemand (Assessio)

Yeah the only thing we talked about in Denmark and that's also just because we are in the early phases stages of using HubSpot was doing less or having less options and then we can build on top of that just to because if we are not if we don't measure anything about with these different things that we can put into the systems we don't need to use them like if we have like 15 different fields and it's difficult for sales to actually pick

throughout. That was how we had it there. We did it in in our old systems in pipe drive. They just got so confused with all the options that they like just took something because Yeah, and inbound is easy for everyone to understand.

@42:13 - Mitch van der Haar (Assessio)

So and then when it's inbound, we can differentiate on what but I think at least we're checking it all in bounce anyway.

Well, that's what I'm doing. But I assume you guys do the same. Hmm.

@42:28 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, seems like everyone is. yeah, it's not a unfortunately like right now unfortunately not a too heavy task. Can I say that?

At some point it might be more to do manual, I would also Jonathan, your team is responsible for that in Denmark.

@42:47 - Emil Lund Tidemand (Assessio)

So I would hope so that it will be.

@42:51 - Jonathan Riis Gilmartin (sunrise.dk)

Of course, I would still no matter how many you get, I would always do like a like a stick pro like a small sample size test.

I still look at the book demos you will receive from all the different countries because I think it's interesting to see the sources and where they're coming from and what are they filling out and what are they doing on the website.

Something I would recommend as well.

@43:13 - Emil Lund Tidemand (Assessio)

I did that today and I actually wrote to mess because I couldn't figure out there was leads that hit the lead score that we have decided like plus 51 but I had one lead.

That didn't know didn't activate the workflow of hand over to sales when they hit. I think it was 58 in school and I had another lead that hit like 55 in school and they had the task from the workflow that it was handed over to sales.

So that's correct.

@43:50 - Mitch van der Haar (Assessio)

The last one is correct, but she meant it.

@43:54 - Emil Lund Tidemand (Assessio)

So they need the task on the lead to say like it was handed over but now. One of the leads didn't have that, even though the lead score was mid.

Okay.

@44:05 - Mitch van der Haar (Assessio)

It sales mainly editing those contexts as well, because I heard, I just had a call this morning with Charlotte about leads in Sweden, and it seems they are changing things manually.

I think something is breaking because of that, because they don't get assigned. Or they think it's an FQL while it's not yet.

So I think maybe we should have them call the three of us, just go through the dashboard, see if the data just walked through the data, because I do see some difference as well, because in one module it says 16 MQLs, then one below it says 14.

So there's something that's not going.

@44:44 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, but there's a little difference in, and I added it to Charlotte's dashboard, but I don't think I'm not sure if I didn't add it to the others or I missed something, there's a little discrepancy in.

some of the report because it's looking at overall create date. So that's why when you look at Charlotte's dashboard, I think I can show it to you.

When you look at Charlotte's dashboard and I'll put it in the list of yours as well. We just found it was a better way of showing it.

Let's see here. You can see here we have this. This is what you have. You have this in your dashboard as because Charlotte was then mentioning she thought there would be more and I said, yeah, that's actually correct because this report is looking at create date last 30 days in total.

But these reports are looking at then we've divided it. So these reports are looking at that they've entered. You can see here date, entered, lead, lifecycle stage within the last 30 days.

Those numbers will be higher because you have a create date. You could have a create date a year ago and when we've because we did the data migration a lot of

Maybe some some things has a create date.

@46:03 - Emil Lund Tidemand (Assessio)

That's closer.

@46:04 - Jonathan Riis Gilmartin (sunrise.dk)

So it's better to filter on when they they enter enter Yeah, the lead life cycle stage. So I would add these three to your dashboards as well And then I'm guessing was looking at I don't have this yet No, exactly, but I will add this today to your dashboards also and then I know Mitch You are maybe thinking okay, but why am I then only seeing 35 of leads here for example?

It's one important thing to note and some of the reports are a little different and you will see different numbers because this report shows you the leads where it's, you know You can say this is also looking at create dates.

@46:40 - Mitch van der Haar (Assessio)

that's also Here's also this year of course because here 12 of those 35 are counted whilst in the speed above they are out of the lead stage So they're not counted there anymore.

Yeah, exactly.

@46:53 - Jonathan Riis Gilmartin (sunrise.dk)

That's the thing This is a conversion report. this will show you right now, you know, how how good are we at moving from lead in

to MQL, SQL and customer. the other one I have here is the pipeline. So that is, when created in the MQL pipeline stage, how good are we at moving through the different steps all the way to closed one, right?

And of course, this is early data, so it's hard to say something now, but in just one quarter or just one month, maybe actually already, we should hopefully see more deals that have moved through the pipeline so we can actually start to look at the data and analyze on it.

@47:31 - Mitch van der Haar (Assessio)

Yeah, okay, yeah, now I see why this data is different.

@47:36 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, it's just important things note. So I, but I will add these three to all of your dashboards today, so you can see because most of your numbers are most likely higher actually.

@47:48 - Emil Lund Tidemand (Assessio)

I didn't quite understand what you said with the live stage conversion. Oh, this one? Why was that, why was that data different?

This one? Yeah. even see. Is that because some of the leads that entered in March can already be in marketing qualifier lead and SQLs?

Is that why the data? Yes, and this actually shows the conversion.

@48:13 - Jonathan Riis Gilmartin (sunrise.dk)

the current you like out of 35 that is has actually moved through the next stages we write. We now have 12 in marketing qualified.

We have 12 in marketing qualified and we have three in sales qualified when the date 100 and what 15 and the other one that was lead stage?

Yeah, but that's probably because some of some of them some of these has not moved yet from any of the stages and therefore they are not counted towards the conversions.

@48:42 - Emil Lund Tidemand (Assessio)

But the ones that is in sorry if this dumb questions but I need to understand. So, so, so the people that are leads in the first one in the life side, life stage conversion, they haven't moved, right?

It's, it's.

@49:00 - Jonathan Riis Gilmartin (sunrise.dk)

They actually have, but some of them has moved maybe to other stages than what you're seeing here. this is actually why I would like to, because right now it's not showing drop-off, and I would actually like to show that because it should give you a better idea.

@49:19 - Emil Lund Tidemand (Assessio)

But shouldn't it also include the 115 in total then with the conversion?

@49:27 - Jonathan Riis Gilmartin (sunrise.dk)

Well, you can choose to do that actually. I have not done it in this report, because honestly it would just look not great.

On the overall conversion, if you have a hundred or so just lying here until they start to actually move through the pipelines.

@49:46 - Emil Lund Tidemand (Assessio)

Okay, so for me to understand, if I have someone who downloads a white paper, you Jonathan download a white paper, so you come into the live stage as a lead.

But if you don't do anything at all from there on, you don't open, you don't click. whatever you will end up in the total count of 114 but if you click or open or something like that you will end up in the lead stage conversion or what yeah is that what you mean with moving but still having the same like category or yes so they are there okay so the next move is that they will be moving down to mql exactly yes so basically these this number 35 are basically serious leads and the others could also be students downloading a white paper and never do anything again okay that was what I needed to understand thanks thank you mish for her fine um sorry it's uh yeah yeah so it's the same thing here you can see you have in the pipeline you have 37 37 57 thank you um but we only have been created in the mql and how you know how has there those 30s why would you want to say 37

@51:00 - Jonathan Riis Gilmartin (sunrise.dk)

move through the pipeline but yeah now I don't understand it again because there was only 12 in the MQL before and now we have 57 yeah but I don't think I'm not sure if this is I'm not sure if this is filtered correctly to be honest oh well it's okay fair enough yeah I'll have to check that number actually that's a little that's a high 57 as well then in the MQL or yeah no that should so I that number I will check I just need to double check that number but I think because right now the deals some tests has been created and so on so I think that might affect this number but I'll check the different deals I just need to check if I'm totally we should we should be we should at least be close to you can say this report shows last 30 days I think this report is a total so there might be

Yeah, it's this year, so fair enough. But if I filter this and say, you can check, right? If I say, let's say this year instead.

Yeah, still doesn't make sense. that's fair.

@52:19 - Emil Lund Tidemand (Assessio)

So we might, good example to just double check.

@52:24 - Jonathan Riis Gilmartin (sunrise.dk)

So the numbers will be close or if it's test or what is doing, making the difference, right? But I'll check that.

@52:32 - Mitch van der Haar (Assessio)

Is it also possible for us to have a way to click on that number of, say, 11 SQLs on the right?

Now we click on there, you just see context. Is it possible that we get company names as well here?

Oh, yeah.

@52:47 - Emil Lund Tidemand (Assessio)

Yeah, that's possible.

@52:48 - Mitch van der Haar (Assessio)

Because that's a bit more interesting for us. Yeah, of course.

@52:54 - Emil Lund Tidemand (Assessio)

Yes, you can. Oh, yeah, perfect.

@52:57 - Mitch van der Haar (Assessio)

Just add the company name there.

@53:00 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, but when you edit this, this is only on shout filter.

@53:07 - Emil Lund Tidemand (Assessio)

Yeah, I'll clone these reports.

@53:09 - Jonathan Riis Gilmartin (sunrise.dk)

Anyway, so the ones I've done here will be the same skeleton report. Yeah, when I add it to the others.

So that should be the same. So when I add name, you should also have it on your reports as well.

@53:26 - Emil Lund Tidemand (Assessio)

Perfect.

@53:27 - Jonathan Riis Gilmartin (sunrise.dk)

Another question.

@53:28 - Mitch van der Haar (Assessio)

I won't look into the dashboard before Jonathan has cloned it.

@53:32 - Emil Lund Tidemand (Assessio)

I'll clone it and then you can look at it.

@53:37 - Mitch van der Haar (Assessio)

At somewhere midway the dashboard, also have the leads per segment. But a lot of them have no value because they probably do not have a segment.

Is there a way that we can automate that, that we put them in a segment?

@53:56 - Emil Lund Tidemand (Assessio)

Yes, I just need to find it.

@54:00 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, here it is.

@54:01 - Mitch van der Haar (Assessio)

Yeah, because here with like no value quite high. Yeah.

@54:08 - Jonathan Riis Gilmartin (sunrise.dk)

The issue is when they can so will it be then created automatically?

@54:14 - Emil Lund Tidemand (Assessio)

If I download a white paper, will I then have a segment if I write down my company name?

@54:22 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, so I can have a look at some of these cases. If we if we are able to pull data from the domain, which we sometimes are, we can sometimes pull a number of employees.

And then we do an automated segment based on number of employees can just run through a couple of these Mitch and see if we do receive that data or not.

I can see a lot of it is emails and hotmail, but some of it is also companies. I can just have a check LinkedIn downloads, they get probably.

@54:57 - Mitch van der Haar (Assessio)

Yeah, yeah, LinkedIn downloads is a little difficult sometimes.

@55:00 - Jonathan Riis Gilmartin (sunrise.dk)

Um, but didn't we image which system that we had on up sales?

@55:05 - Emil Lund Tidemand (Assessio)

don't know if it worked correctly. Was it business or was it? What was it business?

@55:10 - Mitch van der Haar (Assessio)

but they also didn't have all the data. What I do know is that Milo is in the process of purchasing Apollo.

Yeah, I don't know if you've been in contact with you about that. So we can connect that. Yeah, no, I, I recommended Apollo basically.

@55:28 - Jonathan Riis Gilmartin (sunrise.dk)

The system to business or something that can, yeah, something similar.

@55:32 - Mitch van der Haar (Assessio)

Yeah, it's in that area.

@55:33 - Jonathan Riis Gilmartin (sunrise.dk)

Yeah, but the issue with business is they need like the numbers to do something, but Apollo just needs a domain or email in rich.

@55:42 - Emil Lund Tidemand (Assessio)

Okay, and then they will also do it with like a manually created leads like outbound leads. As long as you have a domain on it, I guess.

Yeah, is. He wants, Milo needs lists for outbound.

@56:00 - Jonathan Riis Gilmartin (sunrise.dk)

That is one of the reasons, but I'll clone this and I'll add it to all of your dashboard later today and then you can just look through it and see if it makes more sense and hopefully it does and then we can go from there basically.

All right.

@56:15 - Emil Lund Tidemand (Assessio)

Perfect. And do we agree on the first part regarding the resource so we can implement that?

@56:22 - Mitch van der Haar (Assessio)

Yeah, like inbound, outbound, so we can do that for everyone. Yeah. Nice. And leadership calls them inbound and outbound as well, so when we have to report to them, then it's easier for us as well.

Yeah, exactly.

@56:35 - Emil Lund Tidemand (Assessio)

And Jonathan, will you implement this today that we talked about, the bounds? Yes, the status of the contact. Exactly.

Yeah. Nice. And will you give me a message when it's done? Yes, I will. Nice. You understand Emile is in a bit of a hurry because he's going on maternity leave.

Yeah, he's very eager to send out emails.

@57:00 - Mitch van der Haar (Assessio)

When is that again?

@57:03 - Emil Lund Tidemand (Assessio)

Is it April? No pressure.

@57:12 - Mitch van der Haar (Assessio)

No, no, it's fine.

@57:13 - Jonathan Riis Gilmartin (sunrise.dk)

I'll get this to you today. So it should be okay. Life's like a station dashboard bound to stop and then inbound, outbound on source.

Nice.

@57:26 - Emil Lund Tidemand (Assessio)

Cool. And Marie-Louise, can you send the email you sent to Mass?

@57:29 - Jonathan Riis Gilmartin (sunrise.dk)

Could you send it to me also? Because I did the lead scoring life cycle so I can probably just have a look at it quicker.

@57:35 - Emil Lund Tidemand (Assessio)

I think I'm just a bit in doubt who I should send it to if it's like regarding DK only or it's regarding the whole...

@57:43 - Jonathan Riis Gilmartin (sunrise.dk)

think to be safe send it, think of it as sending to both of us because we are involved in both.

I started by sending it to Matthias but I guess he doesn't know anything about us.

@57:53 - Emil Lund Tidemand (Assessio)

So he didn't answer me so now I send it to Mass. And now I will send it to you.

HubSpot Email Training Marketing - 25 March 2025

HubSpot Email Training - March 25