April 2022 Product Show & Tell

HubSpot Tickets, Granular Opt-outs Management, Broadcast Filters, and More!


This is a summary of a video about Salesmessage's HubSpot integration and how to use workflows to automate SMS communication. The speaker explains that Salesmessage's webinars focus on new updates, improvements, and features in the previous month, specifically in HubSpot. They provide an overview of Salesmessage and how to set up the HubSpot integration. Once connected to HubSpot, the user can search for contacts and text or call them from within Salesmessage. The speaker then goes on to explain how to use workflows to qualify leads using keywords and how to move them along the sales process. They also explain how to set up follow-up messages and delays in the workflow. Next the speaker talks about how to implement lead nurturing campaigns using HubSpot workflows and SMS messages. The workflow can be triggered by the lead qualification criteria not being met, and the nurturing process can involve using SMS, email, and other content to engage leads and get them back on track in the sales cycle. The speaker also talks about using deal-based workflows to keep customers engaged with personalized SMS messages as the deal progresses through different stages. The speaker then moves on to discussing best practices for using HubSpot workflows with Salesmessage to maximize deliverability. They emphasize the importance of creating the perfect message, including paying attention to the character count and using the Salesmessage link shortener instead of public URL shorteners to avoid carrier filtering. The speaker also discusses the volume of messages that can be sent and the type of number used, highlighting the need to upgrade the 10DLC profile if necessary. Finally, the speaker answers some frequently asked questions about using HubSpot workflows with Salesmessage and encourages users to reach out to the team for help and suggestions for future webinars. They also offer a free 14-day trial for new customers to try out Salesmessage.

All right. Hi everyone. Thank you for making another monthly product show intel. In these webinars. We take uh, the time to walk you through some of the new updates and improvements and features released to Salesmessage in the previous month. We keep these webinars focused on use cases that matter to many of you. Some of you uh, actually submit uh, these uh, ah, these problems, these opportunities to us prior. And then we base these webinars based on those. So we hope uh, you'll get the most value out of these uh, and uh, if you have any suggestions for future webinar topics that you are keen to learn more about, by all means reach out to us. So for today's webinar, uh, we have a pretty exciting agenda because it's uh, a HubSpot focused webinar. There were quite a few HubSpot related uh, features that were released last month. So we thought we would do a HubSpot focused webinar where we go through some um, tips and tricks that some of our customers used uh, uh, in HubSpot, like with Sales Message in HubSpot to help them kind of propel their businesses. So, because we have folks on the line who are new to both Sales Message and perhaps even to HubSpot, going to go through a quick overview on how to set up the Sales Message HubSpot Integration uh, and then I'll go through an overview of what Sales Message looks like within HubSpot. Just a quick overview so that you're up and running. And then we'll dive deep into the kind of the core of the webinar discussing uh, some automation use cases with workflows in HubSpot, uh, adding SMS to the mix. And then we're going to round up the webinar with some best practices from having done many of these ourselves and helping many of our customers set up uh, effective workflows. Last but not least, we're going to frequently, uh, answer some frequently asked questions and then leave you with some next steps. All right, so without further ado, let's first talk about the HubSpot integration. So it's very simple. So if you're new to Sales Message, you can very easily get started today, uh, whether uh, by a number or starting your free trial. Once you do that, you can just simply connect to HubSpot in a few clicks. And then there are some configuration that you could do that can greatly simplify your life, uh, right within Sales Message and I'll walk you through that in just a second. So if you are new to Sales Message, you can navigate to the website, to our website and start your sign um, up. If you are unsure, you can start uh, a free trial, 14 days and no charge whatsoever. Once you kind of enter your basic information, basic sign, a form, you can also use Google. You will be prompted to select uh, your number. You can choose between local number or a toll free. The cool thing is that you can also um, text enable a landline. Uh, once you are in the application, you can also connect their team to get uh, a high throughput toll free or even a dedicated shortcode for your business. So once you've done that, you'll come to the Sales Message application and this is what it looks like. But kind of the first step uh, for you is to navigate to integrations and connect HubSpot. So if you already signed up to HubSpot, it will ask you to choose which account you want to connect it to. And once you do that, you should be up and running with HubSpot in a few clicks. One thing to note though is um, and I'll come to that in a second. Once we flip to the HubSpot type, you want to make sure that you have the Sales Message ah, extension installed in Salesmen. You can find that in the HubSpot marketplace. But on the topic of configuration, there are a few settings um, for the HubSpot integration that you can just simply access by clicking on these three dots. That will give you a lot of toggles that you can uh, switch back and forth that will change the way the Sales Message HubSpot integration works. The first being how often the timeline in HubSpot is updated. So you have two options there. You can either push a record uh, to HubSpot every time there is an event in Sales Message, whether it be a new conversation, a new contact created, a voice call received, a voicemail received, so on and so forth. So this is good if you rely uh, on this for kind of like um, conversational, uh, use uh, there's also another option where you can get a daily recap towards the end of the day if you have high volume communication with your customers and you just don't want to clutter that timeline in HubSpot. This is a good option as it relates to syncing contact. We have a very cool feature that allows you to have two way sync between Sales, uh, Message and HubSpot. And I would highly encourage you to opt for this feature if you are making changes and updates to contact in Sales Message. That way your source of truth, in this case your CRM HubSpot is always kept to date. SIM applies for creating contacts. So if um, for example, you have members uh, of your team who are using Sales Message but then creating contacts on the go, whether using the Sales Message mobile app or on Web or the extension, uh, it's highly encouraged that you enable the creating the contacts in HubSpot. That way your source of truth is uh, always up to date and it's growing as your list of contacts grow. Last but not least, if you have users on HubSpot that you would love to give access to Sales Message to, you can do that either one by one, or you can select them all and then invite them to Sales Message, they'll get a simple sign up flow like the one that you just saw. They'll select their number and go from there. But now that you're connected to HubSpot, what does that look like? So the cool part is you can start to immediately search your HubSpot, uh, contacts, right? So as you can see here in Contact, uh, we have multiple CRMs connected to this account, but for you it would be HubSpot. You can click on it and you start texting that customer right away. You can do it right here from the Sales Message app. But as you can see here in the contact information on the uh, right hand side of the screen, you can see that the contact is linked to HubSpot. If you click on these three dots, you can view that contact in HubSpot. Um, so from here, as I said, uh, uh, one important thing to note is that for the timeline, for you to be able to see the Sales Message related events, you should uh, ensure that you have a Sales Message selected under the filter activity. It's kind of a common item, uh, that is missed by a lot of our customers. They asking us why are we not seeing the activity? And it's just a simple one. Click uh, to enable this checkbox and you will see all the events. But from there, as you are looking here, this is a Contact uh Record. Uh, you can very simply click on View Sales Message and then what you're going to get is the same exact experience you would get almost in the uh, Sales Message web app right within HubSpot. So the full messaging capability with saved replies, um, the media library, which is kind of a new thing, uh, that we just released, the link, shortener the emojis, you name it. You can also make changes to the Contact record from here, choose which Inbox sent from and even create a contact. So it's all in there for you, uh, without having to switch back and forth between applications. So that's on the text messaging side, you also have access to Sales Message calling again right within HubSpot. And to enable that is just one click step to set Sales Message as your provider for calling. Once you do that, you have this uh, kind of cool um, dialpad that pops up where you can change the number or select which number to call from to place your phone calls. Of course, all the events will be logged in the timeline. Phone calls, text messages, even notes. If you leave a note, um, here in ah, Sales Message or add a contact note that will be displayed in the timeline. What you've just seen here for Contact Record is also available for a Deals record, deal based record. So let's take a look. Um, so one thing to note though for Deals is that you want to make sure that you have an associated contact if you want to use, uh, the texting capability here. Same applies for tickets. If you have internal support tickets or onboarding tickets that you create for your team, um, you can also give them the power of SMS to close those tickets faster. Again, like the deals, uh, based workflow, you want to make sure that there's a contact associated with um, the tickets. So this kind of brings us to the 80% mark of what you could do with Sales Message in HubSpot. But the real power, uh, of SMS comes when you use it in an automated way in workflows. Right? So let me flip back to my presentation here. So we've gone through the, uh, integration basics. We have talked about up and running with HubSpot. You got texting, you got calling, and you got workflows. And then I'm going to switch to this moment to focus on a few um, use cases for workflows that some of our, uh, advanced customers rely on to engage their customers across the funnel. So I've got a few use cases we'd like to walk you through today. We'll go through them one by one and then we'll flip to HubSpot to see what it looks like. So the first use case is top of the funnel lead qualification. So imagine that you have leads coming into your CRM, whether it be through a form submission or like through just inbound, uh, text messages or just customers calling your, uh, main line, or submitting an email or subscribing to a newsletter, whatever be it. If you have leads coming into your CRM, but you want a streamlined way to start qualifying those leads and kind of moving them along the sales process. So what I'm going to show you today a cool use case where you can get very granular and start uh, to qualify those customers using keywords, keywordspecific, uh, responses to SMS you sent out to them. So let's take a look, uh, in HubSpot at what that looks like. So, as I said, we have a new workflow and um, you can select the cool thing about the workflows here with Sales Message is you can select sales, um, message specific criteria. We have a whole bunch of them. You can have a Sales message event trigger a workflow from, um, a contact being created to a conversation being um, created to a message. Like the failure of, uh, a message failing to be sent, a message received from a customer, and then even uh, like a phone call received. These are all events that can trigger your workflows. So in this case, we have um, leads being added to our CRM and then through another workflow, they are immediately marked as the lead status as unqualified. And that kind of kicks off the qualification process. So again, in workflows you can add actions. And with Sales Message you have access to sending a text message and sending a text message as a um, Contact Owner. You see a lot of uh, actions here because I'm kind of showing you this in our demo environment. But you have essentially access to two actions. One is, uh, salesmessage Send SMS, which is kind of a generic action. And there's also send SMS as contact owner. We have a few more coming in the next few weeks that are just very exciting. Can we show you? So we have a new lead that landed in our database. So what are we going to do next? So the first thing I'm going to do here is send them a, uh, specific message here to qualify them to see if they want to move along the next step in the process. I'm just going to choose the phone number on that contact record as they're receiving, uh, phone number. And then I'm going to select which number to send it from. The cool thing about messages here, you can use contact tokens to personalize your messages, right? So they don't come off as robotic, right? Um, so say, hello, customer name, and thank you for your interest in Sales message. If you'd like to book a demo with one of our reps, just reply Demo to get the booking link, right? So from here, what's going to happen is any customer that replies back to this message and they have the word demo in their message body, they're going to be moved along this workflow to the requested demo path. So maybe first, let me talk about what will happen if customers do not reply. You have the ability to, uh, add a delay for a few days and then send just a follow up, right? And then from there you can, uh, set update the lead status to attempted to connect and then perhaps move it into a separate nurturing workflow, which I'm going to come to in a second. But what happens if all goes well? And that demo is very simple. You can send them, uh, the message, uh, to choose a time account, a time that works for them. And then immediately while you're doing that, you're going to uh, create a record for your team to execute on. You can create a deal record, uh, and then assign it to the contact owner, uh, give it a unique name based on the company that requested the demo. So it's easy to execute. And to even make it a lot more streamlined and efficient, you can send an internal notification to your team, uh, to the team member who's going to execute on, uh, uh, this deal. And then last but not least, update the status of that lead to open deal. So this kind of rounds up the first use case here, uh, which is kind of lead qualification. But again, as I said, uh, when I was going through this lead, there will be contacts there that are not as quick in replying and kind of taking the next step and moving along that cycle. So what you want to do with these, you want to make sure that these leads don't go stale in your database without follow up. So you want to pass them through a lead nurturing campaign. So let's see what that looks like. So as it relates to uh, the um, uh, lead nurturing campaign, you will be kicked off by the previous workflow, right? So we have workflows feeding into each other, which is a very cool thing you can do in HubSpot. So, uh, we have uh, the goal of this workflow lead qualification not met as the trigger criteria for this lead nurturing campaign. And from there you can mix and match between SMS, email, and any other content you rely, uh, on to progressively engage uh, those leads over a period of time. So I have a message here, just kind of a simple follow up, and then followed by a delay and then yet another message. And the goal here is to get them back to the next step where they need to be at in the sales cycle, perhaps in this case, booking a demo. So I have an action here, uh, on form submission. If they do submit, uh, that form to request a demo, we'll do the same thing. We'll create a deal record and then send an internal notification for somebody from the team to action. If after trying to kind of nurture them over a period of time, they're still not interested, you can kind of update the status of that lead and kind of push them through another customer reengagement workflow. Perhaps you rely on some offers or anything from that source, or you just claim them from your database to make sure you have um, a pristine list, uh, of contacts that are going to convert with a higher rate. Now that we have kind of nurtured some of our leads, uh, why not start closing some deals? So the cool thing about uh, uh, deal based workflows now with the additional sales message SMS, is that you can keep your customers engaged with hyper personalized messages as that deal status updates and it goes through the cycle. So let's take uh, a look at what that might look like for you. So this deal based workflow, uh, is triggered by the status, or like the stage of that deal being updated to appointment scheduled. So once we know that an appointment was scheduled, uh, and uh, kind of that's the stage of the, of the, of the deal, we can send a thank you message reminding the customer that they have an appointment coming up. And if they do want to reschedule, give them the link to be able to do so. That way, you just eliminate the number of no shows you have and ensure that you are actioning, uh, these demos and finishing up with the desired outcome. So now let's say the sales rep went through that demo, did an awesome job. The customer is interested, they requested a contract. The sales rep goes ahead and sends them a contract. The moment they update the stage of that deal to contact Sent again, uh, the customer can get uh, another personalized touch point letting them know that they've received a contract in their email and it's just sending the review and signature and there's no limit to what you can do here, right? So uh, from here, uh, as you can see here, you um, can um, add a delay to see if the customer signed that contract or not. Let's say they did sign that contract and the sales rep updates the deal to close one. So what you can do from there is kick off create a ticket, right? So you're able to create a HubSpot ticket for somebody uh, on that account team to uh, kick off the new client onboarding process, right, and assign it to the deal owner. Uh, if not, you can again send another invite, uh, another reminder for that customer to um, review the contract and get it signed for you. So, as you can see, it's just very uh, simple automations here that can not only help you close those deals faster, but make the customer feel engaged and um, valued throughout that process, um, with hyper personalized, hyper focused contextualized, um, messages that they get straight to their phone. So now that we have talked about kind of a few use cases, some advanced tips and tricks of how you can rely uh, on SMS with HubSpot Workflows, I'd like to switch gears to some best practices that we highly encourage you to rely on when you are using uh, workflows uh, in HubSpot with sales message for Max deliverability. So the first is around the message. So the perfect workflow starts with the perfect message. And although it seems very simple, there are quite a few nuances that I want to kind of uh, do a deep dive on to ensure that you have kind of the advanced knowledge that we have here in the team to boost your deliverability. The first and most important one is around the character account. So as you know, um, kind of sales message works on a credit system. So um, the number of segments in your message impact how many credits are used. So one thing that would highly encourage you to do is first compose your message uh, in the sales message, understand the number of characters. Let me show you what that looks like. So let's say here I have, I want to send a message to a workflow. But what I'm going to do first is I'm going to come here to sales message, uh, say this is a new message that contains a lot of text. And then as you can see here, I already have an idea on the number of segments that this message is going to consume. So for now, it's just SMS and it's just one segment, right? And you can just keep adding here. You'll see that the count starts now, it's two segments, right? So this is very important for you to know what the size of that message is going to be if you add media to your message, right? Uh, it's going to be an MMS. So that's one thing to pay attention to. And then last but not least, uh, you can rely on the link shortener here, which I'm going to come to in a second. So once you have an idea on what the character count is going to be for your message and then you have figured out whether it's an SMS or an MMS, you can opt to add media URLs to this kind of field here to even make it a more personalized um, message ah, for your customer. Or you can rely on just the uh, link shortener of sales messages. So as it relates to short URLs, there's a very important call out I want to make here is that using public, uh, URL shorteners such as Bitly, um, can result in a very high carrier filtering uh, of your messages. We have seen customers who have gone from 60%, um, deliverability to an upwards of 95% simply by relying on the sales message link, uh, URL shortener. So let's say you have uh, let me grab an example, um, URL that you might be interested in including in your message. So relying on sales message, uh, link shortener helps you in two ways. Number one, it helps uh, you save up on characters here and kind of make your messages as concise and as short as possible, saving you credits, giving you, allowing you to make the most out of the credits you buy. And then the second is it will uh, make sure that your messages are not flagged and filtered by the carriers. So that's a very important thing to make sure you're aware of before you start to rely heavily on these workflows and start sending kind of messages en masse in an automated way. So beyond the perfect message now, the most common question we get from our users is how many contacts can I enroll in these workflows? And the question varies to be uh, honest with you, based on the number type you have, the types of numbers you have, you uh, get different options. So if you rely on local numbers, ah, you need to be aware that kind of the volume for local numbers is one message per second. So if you have let's say, for example, a list of 2000 contacts that you want to enroll in the workflow, uh, it's going to take 2000 seconds, which is more than 1 hour for that workflow to execute fully, right? If you have even a bigger list, it will take even longer. So you might end up with messages going outside business hours and things of that nature. So something to keep an eye on uh, the correct type of number you need for that workflow. Also with Sales Message you have the option to opt in for a high throughput toll free number which can range anywhere from 25 to 50 75 MPs and somebody from our team can help you um, get set up with that. And last but not least, if you are doing ah, sending messages in mass, um, for mostly marketing use cases, it's probably a good idea to look into getting a dedicated shortcode for your company where the volumes are really high and these are kind of uh, types of numbers used for SMS marketing. But with all that in mind, one very important thing to keep an eye on to make sure that you don't impact your deliverability as you increase the volume of messages you sent out is the type of Ten DLC profile you have. And we have a lot of resources uh, on our knowledge um, based website helpdotailsmesh.com that go into a lot of detail. But the key two numbers you want to keep an eye on is if you go above five numbers or send more than 3000 messages per day, you are going to need to increase or upgrade the type of Ten DLC profile you have. Essentially uh, letting the carriers know a little bit more information about your business, about the types of marketing campaigns uh, you use SMS for so that they whitelist your numbers in your company and uh, your messages are not flagged. And so with these two kind of items, uh, the perfect message and the volume, I hope this kind of gives you a little bit of insight to what you need to do to make sure that these workflows are effective and the deliverability is as you expect it to be. So I'm going to switch now to some frequently uh, asked questions that we get from a lot of our users. Um, uh, regarding what we've discussed today, the first is, is there a limit on the number of contacts I can enroll in a hot spot workflow? And the short answer is no. As I said, there is no limit to the number of contacts you can enroll in the workflow. But one thing to keep an eye on, ah, especially if you anticipate that a lot of contacts are going to be enrolled in a workflow in a short period of time is the type of number you're using for that workflow. And just kind of be aware of what volume that number can support. So if you do choose to engage a large list of contacts, you have two options, right? If you only rely on local numbers, you can batch them uh, through multiple workflows, start to create lists in HubSpot and then kind of enroll these through different workflows, um, or uh, within a single workflow have branches with different Sales Message numbers. That way you can spread the volume uh, amongst uh, multiple numbers or alternatively, you can look into the other options they just alluded to previously, uh, with a high throughput toll free number or a dedicated shortcode for your business. So you have a use case, ah, uh, that is very specific to your team and that was not discussing this Webinar. By all means, reach out to us. We will be more than happy to help you, uh, configure, uh, HubSpot. We're pretty, we have folks in the team who are like very conversant with it. So we can help you kind of uh, optimize or even create your HubSpot workflow to get the maximum uh, leverage from uh, adding SMS or Sales Message to these workflows, uh, beyond what we've discussed today. Whether it's uh, HubSpot related features or anything else, you don't see the features you want. Well, we are all ears. So hop over to feedback salesmessage.com and in there you'll be able to request the features you want. You'll be able to see the features that are in uh, the roadmap, the things that are in progress, the features that are complete. You can request features, see um, other features that other, uh, members, uh, of uh, other users of Sales Message have requested. You can upload them, you can join the conversation. And uh, last but not least, uh, uh, if you just want to learn more about the features that we release, you can go to the change log and in there you'll see detailed posts with uh, detailed descriptions and videos, uh, about the features that we continuously release. Again, one more ways to learn about features and improvement. So uh, another great uh, place that I'd recommend is our YouTube channel. We have tons of bite sized videos that are under 1 minute that walk you through all the nitty gritty details and Sales Message that you might not be aware of that will help uh, you get even more and more value out of Sales Message. So this concludes the Webinar for today. If you are a new customer Sales Message, I would highly recommend you give it a try. You can get a free, uh, 14 day trial, uh, with no strings attached, uh, to just kind of experience the power of uh, uh, SMS and kind of a holistic unified business, um, two way communication platform with texting, calling, video and many, many other things. And if you have any questions, by all means reach out to us. Thanks again for joining. If you have any um, suggestions for uh, topics for future Webinars, let us know and that we will make sure to include them in upcoming webinars. Thank you and have a wonderful rest of your M Day. Bye.
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