Organise leads by events to find the most productive ones

Organise leads by events to find the most productive ones

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Lead management may be simple to begin with. As the number of events a company attends ramps up, it starts getting complicated. It is useful to know when a meeting happened and then how long the conversion took.

Organising leads systematically helps to keep track of them over time. In the HubSpot Community forum a problem was presented. A company attended hundreds of events every year. Events were set up as properties in HubSpot. Several of these events were repeated. So, an elegant way to determine which contacts were present at the event and to track the leads generated during that event was required.

It was a problem that quickly became complex over time because thousands of property values had to be assigned. In addition, creating filters and lists based on these events was proving to be a challenge.

The solution sought was to find an easier way to manage the workflow without the complexity that would increase over the years.

Setting up workflows

The solutions involved intermediate steps for those who did not have a major problem and had worked things out.

Lead management, after the leads have been generated brings its own set of challenges. Especially when they have not been segmented correctly

This is the way one HubSpot user solved the problem: Create a custom contact property for each year "2022 Event Attendance", "2021 Event Attendance”, and have it as a drop-down select with multiple options. Clone the contact property each year with events and add any that are new for that year. 

Every time I attend an event, I have my list of contacts and add them to HubSpot.  I have a workflow setup for each event to automatically assign the property to my imports when I bring them in. 

This allows me to cleanly report on event attendance by year and even by specific event per year due to how I am grouping them. This helps me reduce my overall number of contact properties as well to just one per year”

For companies who have to compile leads from several sources, this was the solution: We had the same issue as we run several webinars and events each month and needed a way to keep track of who registered, who attended, who engaged, etc.

The answer I came up with was to utilize Custom Objects and Association Labels. Now that you can easily create a custom object, I created one called Events with the various pieces of information we wanted to track for each event as fields. Then once an event has taken place, we upload the lists for attendees, demo requests, etc. and each one has its own association label, so most contacts end up with a couple labels.

What you end up with is an easy list on your contact with all of the events they registered for or attended with your custom Events object holding the details about the event itself if anyone needs more information about its content or purpose!

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Simplifying it further for large companies

These solutions were fine for small or midsized companies but for the ones with hundreds of events to be managed, it needed to be simplified even further.

And this is an option to consider: Creating a workflow for each individual event sounds like a lot of work. In some sense, it means you have minimized the number of contact properties, but you've sort of exported that clutter over into workflows. (at least this would be the case for my company. We attend 100s of events, so this would mean 100s of unique workflows.) Perhaps a quicker way to deal with that is to just include a column in all lead lists from events that includes the event name, and assign it to update that year's event attendance property when the list is imported.

As is evident from the exchanges, managing lead generation requires thoughtful organising for any outreach or tracking later. It is precisely why the planning at each stage when a company outgrows the existing system needs to be upgraded.

Now, this will take some professional intervention to clean up the existing leads and ensure that the important aspects have been retained. The next level has to build on what has already been tried and tested.

Blueoshan helps manage large lead bases in HubSpot

No matter how long a company has been gathering leads, cleaning, segmenting and relating them to product purchase or customer journeys helps to derive immense value.

The number of leads in a database is not as important as relating them to product segments and purchase behaviour. That’s where the real difference comes in.

There are two steps to this. Create clear ways in which the date, the context (webinar, offline event, landing pages) of the leads has been generated. Then, create workflows for the future where the segments are automatically sent into the right ‘bucket’. Whether it is related to a product or a service.

In turn, that helps to manage email or any other outreach campaigns over time. And gives the teams working on the product lines the foundation to target their audiences better.

The good thing about first party data is that it gives complete control to the company to manage it. It does not have to rely on other sources once that data is obtained. If this is a product category in which periodical purchases are made, it helps to direct discounts or other sales tactics to be precisely targeted.

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Talk to out expert consultants on how this can benefit a large base of leads that may have been collected over time but is not being utilised. You may unearth gold in those forgotten databases!

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Blueoshan is a HubSpot Diamond -Tier Solutions Partner. Delivering worldwide from India.

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About The Author

Venu Gopal Nair
Venu Gopal Nair

Advertising and Branding Specialist, CEO - Ideascape Communications, A professional journey through the tumultuous years of advertising and communication, starting in 1984. Started out in the age of print, saw the changes with the entry of satellite TV and the momentous transition to digital. Advertising and branding today is vastly different from its practices in the 20th century and the last two decades have seen dramatic changes with smartphone domination. As a Creative Director turned CEO, making the transition personally and professionally has been a tremendous experience.

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