We were asked to deliver landing page technology that our customer could use in their lead generation marketing campaigns.
It became clear that by using the free Hubspot version, we’d have many enterprise tools at our disposal.
The customer already had the content on their webpage, but it is very difficult to track and attribute the specific activity on the page.
Here are the steps we took;
- We signed up for the free hubspot version [link]
- We create a nice looking content page using their templates and tools
- We created a contact us form, with notifications when someone filled in the form and auto creation of a lead record in Hubspot.
All we needed to do now was have the client drive some traffic to the page.
Once the user has identified themselves via the contact us form, Hubspot will then log any activity they make on landing pages. We thought it would be very useful to extend this tracking to the customer wordpress website.
This is what we did next;
- We installed the free WordPress hubspot plugin. It auto linked to our client Hubspot account and added hubspot tracking to the website. This means that once identified, a customer visiting the external website would be tracked and their history visible on their hubspot record.
- Since this is the first time our customer was using cookies on their site. We had to install a cookie opt-in add-on on the site and ensure that the customer is only tracked if they explicity opt-in.
- We introduced this cookie tool via a newly installed Google Tag Manager. Google Tag manager is a very neat tool that allows us to introduce all sorts of code to the site without through the google interface and without using WordPress directly.
- Give we had GTM and Cookie opt-ins, we added Google Analytics next for additional future proofing. We also had to get a privacy policy setup on their webpage.
- Given this is a UK customer, we helped the customer register with the UK ICO to ensure legal compliance.
- We made a slight configuration change to ensure that the website contact-us form which had been built with WordPress and ContactForm7 technology to work with Hubspot contact records. Anyone who fills in the website form, now creates a Hubspot lead!
This then allowed someone who had opted-in to have their activity tracking on the website and the customer hubspot landing pages.
We advised the customer on 2 further requests;
- Setup the chatflow in Hubspot and introduce a live chat function on the website, linked to Hubspot. There are a few free options including meeting bookings but our customer wanted simple chat. This allows a nice looking popup on the website, with some sophisticated filtering rules if needed. It can ask for the email address and create a contact. From hubspot, the rep can reply and continue the conversation. What happens if the rep isn’t watching hubspot for this to happen?
- Finally, we added the free teams integration app into Hubspot. Now whenever someone uses the chat function on the website, the relevant rep gets a teams message and can quickly click through to the relevant screens to engage the customer.
The reporting can be seen from the landing page, or we can see specifically what a client activity has been. The prospects do need to opt-in and identify themselves once, but this is a legally compliant hugely powerful tech stack.
This is an enterprise level solution for no license cost. The customer now has fabulous capabilities, courtesy of the Hubspot platform and many paid options to upgrade to as their business needs develop.
If you want to discuss this or any other CRM integration, please contact us for a chat.