BLOG

Lex Hultquist

Visit our about page to learn more about Lex

http://www.hq-digital.com/about

Find me on:

Recent Posts

Managing Salesforce Campaigns in Your HubSpot Portal

Sep 17, 2019 / by Lex Hultquist posted in HubSpot, intergrations

Warning: Don't Confuse Salesforce Campaigns with HubSpot Campaigns

It's important to know that HubSpot also has a campaigns tool, and it is specifically not the same as Salesforce campaigns. You can skip to the bottom of this article for more about HubSpot campaigns and some ideas on how to leverage them.

The word "campaign" is thrown around a lot in marketing. Despite its prevalence, there is a marked lack of clarity around the term "campaign," which has several different meanings and functions within marketing and sales.

This has the potential to cause significant headaches for marketing teams, especially when you layer on technologies like CRM and marketing automation systems.

Read More >

6 Free Apps to Supercharge Your HubSpot Portal

Feb 25, 2019 / by Lex Hultquist posted in sales, technology, HubSpot, customer acquisition, optimization

There are over 130 apps that seamlessly connect with HubSpot, plus thousands, if not hundreds of thousands, of custom apps and existing API configurations that exist to help companies grow better.

Every organization has its own set of priorities when it comes to infusing HubSpot across its specific tech stack; however, there are a number of high-value, free-version apps every company can connect to HubSpot in order to extract more value from the platform. We've outlined six of these free apps to get you started maximizing your HubSpot investment.

Read More >

Advanced Metrics, Formulas, and KPIs Every SaaS Marketer Should Know

Feb 20, 2019 / by Lex Hultquist posted in marketing, analytics, strategy

Smart marketers know that basic marketing metrics (traffic and engagement) on their own provide a narrow view, and only small piece of the puzzle. While useful for optimizing campaigns, they are not necessarily tied to larger business goals and objectives.

Analytics that matter to organization leaders and boards go beyond the basic number of leads generated per quarter or increases in lead conversions. Leads, opportunities, and customers are easy and obvious numbers to focus on, but more important are the metrics that allow companies to track, project and predict growth. This is particularly true when it comes to SaaS (and IaaS, PaaS, FaaS) companies and others with a subscription-based pricing model.

Chances are, you're already familiar with Monthly Recurring Revenue (MRR). This is a number that investors care about, which means it is a number that companies care about, which means it is a number that marketers care about. MRR, however, is just scratching the surface of revenue metrics that matter and must be measured.

Read More >

Upgrade Your HubSpot Lead Scoring with New Custom Score Properties

Feb 8, 2019 / by Lex Hultquist posted in HubSpot, analytics, Lead Score

Lead scoring is an essential part of growing revenue for marketing and sales teams. HubSpot recently unrolled new scoring properties for Enterprise portals, giving marketing and sales teams the ability to add up to 25 custom scoring properties. As HubSpot experts, this is really exciting!

A sophisticated lead scoring model can be the difference between a sales team buried under piles of new leads, unable to distinguish a good lead from a bad one, and a team that is effectively and efficiently prioritizing their efforts, and closing more deals as a result.

Read More >

4 Emerging Technologies on a Collision Course with Marketing and Sales

Aug 21, 2018 / by Lex Hultquist posted in sales, technology, marketing

Technology in the marketing and sales space is evolving rapidly, with more capabilities and innovations emerging every day.

The disruption potential of these major technologies is tremendous. In a space that has already been massively revolutionized in the era of digital, marketing and sales leaders must prepare to adapt their technologies, business models, and personnel in order to keep up with the future.

Here are four of our favorite emerging technologies on a path sure to intersect with marketing and sales very soon.

Read More >

58 Effective Ways to Segment Your Email Database

Aug 14, 2018 / by Lex Hultquist posted in technology, marketing, marketing automation

When it comes to segmentation, many companies lean on the basics, splitting up their email database by industry, persona, and/or stage of the funnel. But why stop there?

Marketing automation tools like HubSpot, Marketo, and Pardot make it easy to create lists based on actions and engagements taken by your website visitors. When you augment this data with offline touch points logged in your CRM, there are an endless number of trigger combinations you can use to segment your audience and deliver highly-customized marketing and sales campaigns.

Read More >

How to Convert More Leads with A/B Testing

Aug 10, 2018 / by Lex Hultquist posted in marketing, lead conversion, a/b testing

A/B testing (or split testing, if you prefer) might be the most underutilized tool marketers have today. Consider, in less than 3 minutes you can:

  • Set up a test to see if your call-to-action could be more powerful
  • Try two great layouts on your landing page
  • Test out both of your catchy subject lines.
The possibilities are nearly endless.

An A/B test means showing two versions of the same website page, email, or blog to visitors simultaneously and measuring performance for both variations. The version that performs better wins, it's as simple as that.

Automation and software tools like Google Optimize, HubSpot and Optimizely make it easy to perform an A/B test on nearly every piece of digital marketing collateral, from website pages to emails, to ads.

Read More >

How to Use HubSpot Event Tracking to Convert More Leads

Jul 31, 2018 / by Lex Hultquist posted in HubSpot, analytics, Google Analytics, lead conversion

One of the major components of conversion optimization is measuring visitor engagement with your website content, capturing actions like page views, email opens, CTA clicks and form submissions to score and analyze.

While these basic pageview analytics tell us how long a visitor is on a page, they don't tell us what they were doing on a particular page and which specific content they found engaging.

In other words, analyzing page views, CTA clicks, and form submissions only tells part of the story of your visitor's experience, but omits most of the details. Fortunately, there is a tool we can use to measure on-page engagements and visitor actions that lead to conversion - events.

Read More >

How to Use Google Analytics to Optimize Your HubSpot Email Campaigns

Jul 25, 2018 / by Lex Hultquist posted in marketing, HubSpot, analytics, Google Analytics

Serious HubSpotters know how to get the most out of HubSpot reporting tools, but they also know that combining other technologies and analytics creates a more comprehensive and actionable landscape.

Knowing which content is sticky enough to engage your audience beyond the landing page produces more conversion opportunities. After deep diving into the data that gives us this insight, we are going to take the time to understand why these campaigns are delivering better results, then look at how to replicate the effective components.

By the end of this post, you'll be able to measure which HubSpot email campaigns produce the most page views and longest time on site on your website.

Read More >

Subscribe to Email Updates

Search the Blog