Marketing automation rules for Saas business — Rachel Leist // HubSpot
- Part 1Saas Demand Generation Playbook — Rachel Leist // HubSpot
- Part 2Email marketing guidelines for Saas businesses — Rachel Leist // HubSpot
- Part 3Conversational marketing tactics — Rachel Leist // HubSpot
- Part 4 Marketing automation rules for Saas business — Rachel Leist // HubSpot
- Part 5Finding the line between sales & marketing in Saas — Rachel Leist // HubSpot
Show Notes
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02:54Marketing automations that work for SaaS businessesAutomation should assist with segmentation and targeting. Email automation, like nurturing campaigns, help to scale your business.
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04:11Reducing friction in customer experienceIdeally, you want to reduce the amount of clicks it takes for a customer to get to the point of purchasing. So, youre looking for parts of the process that can be automated.
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05:59Automation of internal processesIf internal automations isnt seamless, its going to affect the customer experience. You want to ensure that the right people have the right information at the right time
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07:36How segmentation affects content distribution to customersHubSpot uses a persons job to determine the kind of content sent out. For other SaaS companies, it could be industry. Its really about sending content that is relevant and appealing.
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08:22Technology and background of marketing automationCurrently, theres experimentation going on with data science and automation. It boils down to looking at other tools that compliment the ones youre already using.
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08:12Transparency in conversational marketingIt is important to let people know when they are speaking with a bot. Equally important is letting the customer know that theyll get a more personalized experience from human support.
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08:55Bot experience performance metricsWeb traffic, engagement levels based on chat placement, and NPS score. Performance is also tracked based on problem resolution and sales conversions.
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10:23Conversational marketing vs email marketingEmail will reach more people, from a conversion rate perspective. However, when a person seeks out a website and starts chatting, this indicates higher intent.
Quotes
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"Setting up your automation allows you to scale your time, your team's time, and be much more efficient than you ever could have imagined." -Rachel Leist, HubSpot, Snr Director of Marketing
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"You have things like your email automation and your nurturing campaigns. But you also need to create other types of capabilities and system improvements to help really scale your business." -Rachel Leist, HubSpot, Snr Director of Marketing
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"The more you click, the more you have people who fall off. One of the things that we're creating is how do we surface those times up front and with one click, someone can book a meeting." -Rachel Leist, HubSpot, Snr Director of Marketing
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"If your internal automation isn't seamless, your customers will notice. That's going to have a bigger impact on their impression, experience, and all their interactions with you." -Rachel Leist, HubSpot, Snr Director of Marketing
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"We want to ensure were accurately emailing people at the right time. When someone visits a certain page, we email them at the right place, making sure that outbound automation is crisp." -Rachel Leist, HubSpot, Snr Director of Marketing
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"For internal automation processes, we need to make sure that the right people have the right information at the right time." -Rachel Leist, HubSpot, Snr Director of Marketing
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"When sending out an email on behalf of the sales rep, we also need to email that rep so they have the context needed to have that conversation with their customer." -Rachel Leist, HubSpot, Snr Director of Marketing
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"I think there's going to be some really interesting things that we can solve for the customer through data science work and automation." -Rachel Leist, HubSpot, Snr Director of Marketing
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"While bots can provide information that a human can, how can we surface that information sooner? We are working on how we can make some of those recommendations to our customer base." -Rachel Leist, HubSpot, Snr Director of Marketing
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"You don't want to turn the customer off with all the information that you know about them. We're trying to make sure we are solving for the customer and being as helpful as possible." -Rachel Leist, HubSpot, Snr Director of Marketing
- Part 1Saas Demand Generation Playbook — Rachel Leist // HubSpot
- Part 2Email marketing guidelines for Saas businesses — Rachel Leist // HubSpot
- Part 3Conversational marketing tactics — Rachel Leist // HubSpot
- Part 4 Marketing automation rules for Saas business — Rachel Leist // HubSpot
- Part 5Finding the line between sales & marketing in Saas — Rachel Leist // HubSpot
Up Next:
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Part 1Saas Demand Generation Playbook — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, explains how to level up your SaaS marketing game. From startups to well established companies, the aim is consistently attracting new customers. With the pandemic still ongoing, the strategies companies decide to use will ultimately determine their level of success. Today, Rachel talks about the SaaS demand generation playbook.
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Part 2Email marketing guidelines for Saas businesses — Rachel Leist // HubSpot
HubSpot’s Senior Director of Marketing, Rachel Leist, looks at the power of email marketing. Email marketing is an important aspect of building an effective SaaS marketing strategy. Whether you’re using it as a transactional or nurturing tool, you want your content to be compelling. Today, Rachel discusses email marketing guidelines for SaaS business.
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Part 3Conversational marketing tactics — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, looks at growing a SaaS business. Time is a precious commodity. That could explain why studies show a preference for bots over human support for quick responses. It’s worth exploring the benefits that come from using bots on your website. Today, Rachel talks about conversational marketing tactics for the growth of SaaS businesses.
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Part 4Marketing automation rules for Saas business — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, explores marketing automation. While setting up automation takes a while, the benefits are boundless. From scaling your time to overall business growth, it’s no wonder many businesses are making use of automation technology. In today’s conversation, Rachel discusses marketing automation rules for your SaaS business.
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Part 5Finding the line between sales & marketing in Saas — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, wraps up discussions on leveling up your SaaS marketing game. Finding the right balance between marketing and sales can be a complex task. However, it is critical that marketing and sales strategies are aligned in the modern marketplace. Today, Rachel looks at finding the line between your sales and marketing teams when marketing to SaaS businesses.
Play Podcast
