Transcript: Capturing Your Leads With HubSpot Free Tools

Video 1: Why are conversions important to the inbound marketing process?

Why is conversion important to the inbound marketing process?

As an inbound marketer, you wear a lot of hats. You need to juggle lead nurturing, content creation, promotion strategy,
and conversations to execute your initiatives with excellence. Each of these areas spans multiple stages of the inbound
methodology, and sometimes it can be difficult to see the continuous narrative they create. Conversions are the mechanism
that ties them all together as your buyer personas move through the buyer’s journey and down the funnel.

To review, a conversion is defined as a moment when a website visitor takes a desired action. Ideally, this will occur
throughout the visitor’s lifecycle. In this way, the inbound methodology is less about a visitor’s distinct start and endpoint.
Instead, think about the inbound methodology as the process of adding value at every stage in your customer's buyer’s
journey. Conversion, and the information gathered at those points, is about knowing who’s getting value from your resources.
Understanding who you’re talking to allows you to continue to supplement their online and buying experience in a human,
helpful, and holistic way.

So besides helping you gather information about potential leads, opportunities, and returning customers who engage
with your content, why is it important to keep an eye on your conversions? The answer, in short, is data.

Conversion is one of the marketing areas you’ll encounter that’s intrinsically tied with data. That’s because conversions are
only tangible if they can be measured. Think of conversion data as a way to incrementally check on the health of your
strategy and inform you if and when there needs to be changes. It allows you to ask your inbound marketing strategy and
areas like your content strategy, conversations, promotion, and lead nurturing efforts fundamental questions like, is this
working as expected? Or, is there anything I could do to improve this By starting to answer these questions with data-backed
answers, you’re taking speculation out of the equation. Numbers, after all, don’t lie.

Conversions also allow you to start thinking outside the box when it comes to how you’re interacting with your website
visitors. Traditional landing page or blog post conversion paths, for example, can be static resources that need to be updated
every now and again, but still manage to facilitate a one-to-many value add for your website audience.

Designing touchless conversion paths can be your best friend, especially if you’re thinking of scaling your business. These
types of conversion opportunities, when done correctly, never remove the personalization from the experience. The correct
use of brand voice and tone on areas like your forms, landing pages, blog posts, buttons, and pop-ups, coupled with
optimization processes, can help ensure you’re tailoring your content to speak directly to the visitor.

As technology continues to advance, the way people choose to interact is likewise evolving. According to a recent study by
Facebook, one-to-one messaging is becoming a preferred way to communicate across generations. 56% of people would
rather message than call customer service. This demonstrates the beginning of a paradigm shift for marketers and sales
representatives. How do you continue to automate and drive impact in one-to-many interactions while still creating a
personalized experience?

Experimenting with different formats and tools, from forms to chatbots, is a great way to look at the types of interactions and
conversion points that work best for your buyer personas. You'll discover some methods and conversion paths that don't
perfectly align with what you're trying to accomplish. On the flip side, you could uncover new ways of interacting with your
website visitors and making their experience that much better.

Video 2: How to connect your ads accounts to HubSpot

Track your leads and optimize your ads with the HubSpot ads tool.
 Transcript: Capturing Your Leads With HubSpot Free Tools

To do so, In your HubSpot account, navigate to the “Marketing” dropdown menu and then select “Ads.” This will take you
into your ads tool.

At the top-right, click “Connect accounts.”

In the dialog box, select the ads account you would like connect to HubSpot. In this case, we’ll use Google Ads, but
the connection flow will look the same no matter the ads network you choose.

When the prompt appears, log in to your external ads network using the email address associated with your ads account.

Click “Allow.”

Select the check box next to the account you would like to connect. In this step, ensure you have auto-tracking enabled
so that HubSpot has the ability to associate clicks with specific contacts moving forward. Click “Connect.”

At the bottom-right, click “Next.”

Select a pixel by clicking the dropdown menu and then checking the box beside the pixel you’d like to use. These pixels will
be used to track your visitors and then re-engage them with relevant ads, wherever they are online. Your pixel will be added
to your website automatically using your HubSpot tracking code. Click “Next.”

Finally, select the way you want HubSpot to calculate your ROI. When you’re done making your selection, click “Go to ads
dashboard.” This will complete the ads setup.

You can manage your connected accounts by navigating to settings, clicking the marketing dropdown menu, and
then selecting “Ads.”

And there you have it. That’s how you connect one of your ads account to HubSpot.

Video 3: How to create a form in HubSpot

You can use forms to gather important information about your visitors and contacts. In HubSpot, you can easily create
forms to add to your HubSpot pages or external site.

In your HubSpot account, navigate to Marketing, hover over “Lead Capture,” and then select “Forms”.

In the upper-right, click Create form.

On the following screen, ensure “Regular Form” is selected. On the top-right, select “Next.”

In the left sidebar, select “Blank template” to start with a blank form. Not sure where to start? Use one of the pre-made
templates to start with a form with fields for a specific use case. The form preview for a selected template will appear in
the right pane.

In the upper-right, click “Start.”

At the top of the form editor, click the pencil icon to edit the form name.

In the left pane, search for form fields and add them to your form.
 Transcript: Capturing Your Leads With HubSpot Free Tools

Use the search bar to search for a field, or browse through your property groups. Drag and drop a field to the desired
location on your form. Fields can be placed above, below, or next to other fields.

You can also create new contact properties directly from the form by clicking “Create new” next to the search bar.

Click the field in the form editor to edit the display options of your form field.

In the left pane, you’ll be able to add information such as the label, help text, placeholder text, any default values, the
progressive field options, and whether or not the field is required or hidden. You can also add rich text areas between form
fields to add customizable text, create headers, or add spacing to your form.

After adding and editing your form fields, click the “Options” tab to customize the form options.

Decide what should happen after a visitor submits this form. You can choose to display a thank you message to your visitors
or redirect them to another page after they submit the form.

Customize your follow-up options: Select the “Send submission email notifications” to the contact's owner checkbox to
automatically send a notification to the contact's owner.

Select who you want to send submission email notifications to each time this form is submitted. Click the dropdown menu to
select teams or individuals to send submission email notifications to, regardless of contact ownership. Any recipients set here
will be overwritten by recipients set in the form options on HubSpot landing pages.

Specify form and error message language. Select the language for default field labels and errors displayed to visitors
who don't fill out the form correctly.

Cookie tracking is enabled by default. To disable cookie tracking, click to toggle the Cookie tracking switch off.

You can choose to pre-populate fields with known values: If a contact has previously visited your site and submitted a form,
any known field values can be pre-populated on the form.

After customizing the form options, click the “Style & Preview” tab to style, preview, and test the form.

In the left pane, click the “Style” tab. Select one of four available themes. The form preview will update in the right pane. To
change your form's colors and fonts, click Form settings.

In the left pane, click the “Preview” tab.

Under “Device types,” select desktop, tablet, or mobile to view the form as it will appear on different devices.

If you have progressive profiling enabled on the form, you can test the form to see how it changes for a visitor who
has already filled in a progressive field or already has a value for the field.

If you have dependent fields on the form, you can test the form by entering the value that meets the criteria set up for
the dependent field.

After you've previewed and made final modifications to your form, navigate to the top-right corner and click “Publish” to take
your form live. Once the form is published, it will be available for use on your HubSpot pages or external site.

Video 4: How to create a pop-up form in HubSpot

 Transcript: Capturing Your Leads With HubSpot Free Tools

You can use pop-up forms to offer timely and relevant content to the leads browsing your website. In HubSpot, you can easily
create pop-up forms to add to your HubSpot pages or external site.

In your HubSpot account, navigate to “Marketing,” hover over “Lead Capture”, and then select “Forms”.

In the upper-right, click “Create form.”

On the following screen, click “Pop-up Form.” In the top-right, select “Next”. This will bring you to the pop-up forms editor.

At the top of the form editor, click the pencil icon to edit the form name.

In the “Type” tab, select what type of pop-up form you'd like to create. The options include pop-up box, dropdown banner,
slide-in box left, and slide-in box right. In the top-right, click “Next.”

In the “Callout” tab, create the call-to-action that will grab your visitors’ attention. You can customize the featured image,
callout text, callout button, and theme color. Once you’ve finished customizing your call-out, in the top-right, click “Next”.

In the “Form” tab, you can customize what your visitors see when they click on your pop-up form button. This also includes
any additional text you would like to show in the form body as well as the included form fields, the form button text, and the
form’s language. Once you're done customizing your form, click “Next.”

In the “Thank you” tab, you can create a thank you message that your visitor will see after submitting your form. Here, you
can link your visitor to additional resources or downloads and include some lightly formatted text. You can also choose to add
a button to your thank you message that redirects users to an external URL, your HubSpot-hosted content, or enables them to
download files or book meetings with you. When you're done here, click “Next.”

In the “Follow up” tab, you can create a simple follow-up email that your visitor will receive after submitting your pop-up
form.

To do so, click “Create follow-up email.” You can specify the sender of the email in the “Sender” dropdown menu, which will
pull from the list of users in your account. You can add a subject to your email, personalize the email body text to continue
engaging your contacts, and edit the email footer details here.

The email footer details are automatically populated with the information in your email footer information settings, and
changing the details here will change the footer in all your marketing emails in your account. Set up a sequence of up to three
emails to follow up after the initial form submission. When you've finished setting up your follow-up email, click “Next.”

In the “Options” tab, you can customize the pop-up form location and the user action that will trigger the pop-up form to
appear. You can also specify whether or not a user will be able to see this pop-up form on mobile. Add email addresses to
receive pop-up form submission notifications here. Click “Next” to move on to the final step.

At last, you’ve arrived on your “Preview” tab. This provides an interactive preview where you can test each stage of your pop-
up form and see it in action. To see how your pop-up form will appear on different devices, click the “Desktop,” “Tablet,” or
“Mobile” buttons for previews of each.

When you're done previewing your pop-up form, navigate to the upper-right and click the “Publish” button. In the dialog box,
click 'Set it live' to take your form live.

And you’re done! You can now create pop-up forms in your HubSpot account.
Transcript: Capturing Your Leads With HubSpot Free Tools