SCOTT NURSTEN

w w w . s t r u t o . c o . u k

How to get the most out of HubSpot

P r e s e n t e d b y S c o t t N u r s t e n

How to get the most out

of your HubSpot

platform...

About Me

• Serial Entrepreneur

• Technology Enthusiast

• Value Investor

• Analytical Thinker

• Thrill Seeker

(Workaholic)

(Geek)

(Long term thinker)

(I love data)

(Crazy)

Its all about the persona & their buyer journey

Focusing on the persona…

Traffic halved from 24k to 13k

Contact conversion 2.9% to 5.2%(10.7% in the last quarter)

Client conversion 20x(Nearly 30x in the last quarter)

Understanding personas is hard

How I did it

Google Analytics Audience Stats

Picked 20 clients

Researched them manually

Looked for common attributes

Aimed to remove segmentation

Repeated across the client base

https://flickr.com/photo/64303111@N07/6090496389/

Mapping the buyer journey is harder

How I did it

Google Analytics• Segmentation• Behaviour Analysis

Hotjar• Funnel Analysis• Polls & Surveys

https://flickr.com/photo/48388323@N04/5224878302/

Funnel, rinse, repeat...

https://flickr.com/photo/93992414@N08/8657940493/

Isolate key steps at each stage of the buying cycle

Customer JourneyWebsite Design

Behaviour AnalysisHeatmapsRecordingsFunnelsPolls

Offer Right?Solve Persona IssuesTrust Equation

RecordingsFunnels

Platform updatesPerformance

AnalyticsHeatmapsRecordingsFunnelsPollsSurveys

Keyword StrategyBWP

AnalyticsSearch Console

https://flickr.com/photo/8418203@N07/2625913672/

Be Agile. Be Lean.

Challenge everything!

Work in short sprints.

Build, Measure, Learn.

Let the data drive you

You have to start with fundamental assumptions …

… but you need to switch to data-driven choices swiftly.

Use the tools, Luke...