One of Terminus' priorities is to fit in seamlessly with your overarching marketing program. Within HubSpot, use Email Experiences to trigger specific actions in HubSpot and vice versa.
Using Email Experiences to Trigger HubSpot Workflows
One of Terminus' main analytics features is the ability to tell you which email recipients have clicked on your Email Experiences campaign banners - aka recipient analytics. Recipient analytics are tracked in the native application automatically, but with the help of the HubSpot integration, you can push recipient analytics directly into your HubSpot environment. If one of your HubSpot contacts has clicked on an Email Experiences campaign banner, that activity is tracked in the same way as any other engagement. You can even create new contact profiles based on Terminus engagements.
What’s great about this functionality is that you can use Email Experiences clicks to trigger specific HubSpot workflows or to move contacts to the next step in a workflow. Need an example? Think about your marketing content. Perhaps you’re running an Email Experiences campaign that promotes your latest case study. You can build out a workflow in HubSpot so that in the instance that someone clicks on your campaign, they are entered into a workflow that (1) looks to see if that person did indeed download the case study and (2) based on that answer either alerts a sales representative or enters the person into a nurture stream. It’s a marketing nerd’s dream come true.
Worth mentioning is the fact that you don’t have to have an Email Experiences engagement trigger the start of a workflow. You can also use an Email click to simply take a contact to the next step in a workflow. Anything is possible!
Using HubSpot to Trigger Email Experiences Campaigns
On the flip side of the coin, you can also use HubSpot workflows to trigger specific campaigns in Terminus. Terminus ABM functionality allows you to target email recipients with content tailored to each individual. How? You can either import a list of recipients you’d like to target or - the easier method - import contacts from a third party platform. The HubSpot Integration allows you to import smart and static lists straight to Terminus to align to campaigns now and in the future.
So how does this tie into workflows? You can build workflows to automatically move contacts on and off HubSpot static lists and those lists can be aligned to specific Email Experiences campaigns. A great example of this is tied to opportunity stage. Most marketers align their content strategy to the stage of opportunity a prospect or customer is in.
In HubSpot, you can set your enrollment trigger** and then specify which static list the enrolled contacts should be moved to. As long as that static list is tied to a campaign in Email Experiences, everyone on the list will automatically start seeing new Email campaign banners in your employee emails. You can specify the period of time you’d like the campaign to show by moving the contacts off of the list after a certain number of days or if you really want to go wild, you can automatically move them to a new static list.
If using the opportunity stage as a trigger doesn’t excite you, don’t worry. There are countless activities you can use as enrollment triggers. We’ve even compiled a list to get your creative juices flowing.
Potential Enrollment Triggers
- Attended Event
- Completed Demo
- Downloaded Content
- Met with Sales Team
- Completed Implementation
- Upgraded Services/Product
- Watched Video
- Attended Webinar
Main takeaway? The opportunities are endless! Evaluate your various marketing initiatives and think about how email signature marketing should fit in. Once you have a strategy in place, building out the workflows is easy!
Connecting your assorted marketing platforms can be a daunting task, but the results are worth the added effort. If you can create a true marketing ecosystem where all your platforms are connected and working together, you’ll magnify your marketing efforts exponentially. Plus, with all that automation, you’ll have some extra time in the break room!
**If you’re using the HubSpot/Salesforce integration to dictate the opportunity stage, make sure contacts are listed within the Salesforce opportunity.