Automation is the key to making sure that your business runs smoothly and that you can concentrate your time on meaningful (rather than mundane) tasks.
As we approach the holiday season, automating customer outreach becomes that much more important to ensuring that no one falls through the cracks and that you’re hitting your customers with the right message at the right time.
With that said, we’d like to introduce you to Hatchbuck – Crazy Egg customer and an all-in-one CRM and marketing automation platform designed specifically with small businesses and marketing agencies in mind.
To get you actionable advice on how you can get started with automating your customer contact, I interviewed three members of the Hatchbuck team.
Allie Wolff, Marketing Manager at Hatchbuck
Jessica Lunk, Digital Marketing Manager at Hatchbuck
Natalie Slyman, Content and Social Media Manager at Hatchbuck
1. What are common pain-points you’ve seen from customers that you help solve? Why should companies invest in an all-in-one CRM?
Sticky notes, spreadsheets, and email inboxes can be cumbersome for businesses that want to centralize customer information and ensure that their team is attending to every prospect and customer in their pipeline.
Hatchbuck stores contact details, tracks notes and tasks, and even scores contacts based on their activity. Customers are able to use personalized, automated follow-ups keep every contact engaged throughout the customer journey. So, freed from tedious data entry and information gathering, sales people can focus on building meaningful relationships that generate new customers and more sales.
Another pain-point our customers use a CRM to address is understanding how sales and marketing activities impact their business.
Hatchbuck makes it simple to track the lead source of prospects and customers, giving users insights into where they should be spending their marketing dollars – and which deals sales should be focusing on.
By investing in an all-in-one CRM, customers get contact management, email marketing, and marketing automation tools in one suite. In addition, small businesses avoid costly integration and implementation fees by opting for an all-in-one solution. Plus, smaller teams get big-budget functionality in a nice, simple package.
2. Can you give some advice to businesses who are heading into the holiday season? Anything they can do to stand out from the crowd?
Inboxes get crowded this time of year, so it’s even more important to make sure your outreach is personalized and being sent to the right person at the right time.
A CRM is vital for helping businesses keep tabs on prospects and customers. You should be looking for buying signals that trigger appropriate emails and other types of targeted outreach.
Buying signals include when people:
- Visit bottom-of-the-funnel pages on your website – like your pricing page
- Show increased interest in specific product offerings – like clicking a discount link in an email campaign or visiting product pages on your website
Many CRMs, like Hatchbuck, also include lead scoring to help you track your most interested prospects by their behavior on your website and with your emails.
Beyond that, you need to make sure that everything you’re sending has a purpose and a plan.
Especially around the holidays, prospects are bombarded with sales emails (most of which they’ll end up deleting). Getting creative with your email strategy and using personalization effectively (beyond just “Hi [First Name!]) will make your emails more likely to be opened and engaged with.
For instance, you can segment your email list by industry and address a specific holiday or end-of-year challenge for each segment. Personalized video is another way you can spice up your sales emails and boost engagement.
3. What are some of the most effective marketing and sales campaigns that people have launched using Hatchbuck?
Our most successful users are thinking very strategically about how marketing automation can improve their sales process and save them loads of time on manual tasks.
Their goal is to intelligently plan outreach at the perfect time in their specific sales funnel to make sure that prospects aren’t overlooked.
Two types of campaign that consistently delivers great results for our customers are referral and review campaigns
We’ve seen Hatchbuck customers automating outreach to their best customers – based on engagement, past purchases, and other triggers – to ask them to either refer new business or write a review of their product/services.
Rather than sending out a bulk email to their entire customer base, Hatchbuck users can ensure that campaigns are strategically sent to only their happiest, most engaged customers.
Another popular campaign is the win-back campaign
Hatchbuck users have seen success using this type of campaign to re-engage lost or disengaged contacts. Our platform offers several pre-built campaigns including a win-back campaign specifically designed to restart the nurturing process and push those stagnant contacts further down the sales pipeline.
4. Can you tell us your approach to CRO – specifically analyzing the performance of your landing pages and coming up with ideas to test?
There are a few areas we like to consider when optimizing a landing page on Hatchbuck’s website. Our landing pages are designed to spark conversation with potential buyers, so the first way we measure success is through landing page conversions.
We use a Hatchbuck form on our landing pages, so when a new contact fills out the form to engage in the sales process, we can immediately see whether the page is successful or not. Hatchbuck shows us both the conversion rate and the lead source of our landing page forms so we instantly have a pulse on performance.
If our conversion rate is much lower than expected, we like to take a look at the traffic coming to that landing page. It could be that a pay-per-click ad campaign isn’t attracting the right audience, or that buyers aren’t ready to request a sales consult when they’re served a social ad on their mobile app.
Crazy Egg’s Confetti and Overlay Reports are especially useful in seeing how people coming in through ad campaigns interact with our landing pages.
Crazy Egg has also been instrumental in helping us identify room for improvement. Our marketing team analyzes Crazy Egg Snapshots to see heatmaps, scrollmaps, and link clicks. It’s easy to see areas where our visitors are clicking the most, as well as areas that they aren’t finding the information they need.
For instance, if everyone is scrolling to our main call-to-action button, but no one is clicking it, we know to experiment with a different CTA.
5. Are there any wins that you care to share with us?
In 2019 we merged with email marketing platform, Benchmark. We’re super excited to join forces with Benchmark and leverage our unique strengths to provide simple, yet powerful sales and marketing tools to small businesses.
6. Any other tools you want to shout out in your tech stack?
Basecamp – keeps us organized on the marketing side
Attribution – gives us insight into cross-channel conversions and return on ad spend
Wistia – video hosting and video analytics made super simple
Ready to Get Started with Automating Your Holiday Campaigns?
If you’ve been on the fence about trying out an all in one CRM, the holidays are a great time to get your toes wet. Not only will you save plenty of time, but you’re also going to boost your sales right as you end Q4 and into the new year.
Any questions? Let us know on social media!
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