Hubspot (CRM) - Custom Life Cycle Stages & Segmentation | Jaimon | Skillshare

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Hubspot (CRM) - Custom Life Cycle Stages & Segmentation

teacher avatar Jaimon, Digital Marketing | Hubspot Consulting

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (15m)
    • 1. Intro

      0:54
    • 2. Custom Properties & Active Lists

      3:19
    • 3. Workflows

      3:12
    • 4. Reporting

      2:10
    • 5. Using Shopify & Google Analytics Properties

      3:39
    • 6. Closing Comments

      1:30
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About This Class

This class covers how to create dynamic custom life cycle stages in Hubspot by utilizing custom properties, active lists, and workflows.  Hubspot offers pre built life cycle tracking and reporting but this approach allows companies to customize their life cycle tracking or segmentation to their business needs.  The concepts in the course can be used to build out any type of dynamic custom property tracking.  

This class is great for anyone learning Hubspot or using other CRMs.

Meet Your Teacher

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Jaimon

Digital Marketing | Hubspot Consulting

Teacher

Digital Marketer | Hubspot Solutions Provider | Affiliate Marketer

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Related Skills

Marketing Business HubSpot

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Transcripts

1. Intro: Hey Jamon here. This course covers creating custom life cycle stages within hub spot using properties, active lis and work flows. So you will need access to the workflow functionality within up spot. Also, you should already have a basic working knowledge on how to navigate to the top spot marketing up. So why this course, especially since up spot already offers pre built lifecycle tracking and reporting. Simple answer is that hub spots life cycle stages might not fit your business model or desired segmentation. This course will teach you how to create custom lifecycle tracking either using both custom properties or properties from your Shopify integration. You can also use the same concept. Stop taught in this course to create your own custom segmentation. So if you want life cycle stages or segmentation taylor to your business, then you should definitely complete this course. 2. Custom Properties & Active Lists: in this video, I'm going to cover creating custom life cycle stages using custom properties, active lists and work flows in up spot. The concepts applied here could be used in other custom automated properties to fit your business needs. But for this specific example, will create life cycle stages. I'm spot offers tracking in reporting on life cycle stages out of the box. But just in case their life cycle stages don't fit your business needs This is a way to tailor them to fit your business so we'll start by creating the custom properties. For this example, I created to custom properties one for last order date and 14 number of orders. This is populated from data from 1/3 party data base. You can also use the native Shopify integration which automatically populates order, count Once these properties air created, you can then create your custom life cycle stages for this property. I went ahead and use the radio select property and created four stages Prospect purchaser, repeat purchaser in a los customer, this is going to be somebody that who was not purchased within 30 days again. You can tailor this to the number of life cycle stages you want you could have a single purchaser, double or repeat, purchaser, three time purchaser, four time purchase or whatever. Whatever fits your business from there, we're gonna create custom active lists that will update depending on the shopper behavior. So we'll go to the list section, and I've already created a list for each one of the custom properties. The 1st 1 for the prospect. A simple restriction of number of orders is unknown. So all customers that have not purchased yet for the purchaser life cycle stage number of orders equals one and last order date is less than 30 days ago. Similar criteria for the repeat purchaser number of orders is to is greater than or equal to two. Last ordered A is less than 30 days ago and then for the last property, a loss customer. This is a shopper that has one or more borders in their last order. Date is greater than 30 days ago. 3. Workflows: Once the active lists are in place, we are going to build out automated work flows, which will automatically update the life cycle. Stage property as a shopper changes behavior. So you want to go into the automated section of hub spot, click work flows and on the upper right corner select, create workflow. Once you have your new workflow open, you want to label it for the appropriate life cycle stage. So for this life cycle stage example, it will be the lost property. Do you wanna select the list membership as a trigger and you'll want to go to the appropriate list that we created for that for that property. So for this example, we're doing the life cycle stage lost the list. Membership is going to be the life cycle stage lost list. And then from there we're going to add an action of changing the property Toe lost. You do this by clicking the plus button, adding set property value, which we already did here and then select the life cycle stage, custom property and the property like it changed too. So again, just the double check to make sure everything aligns. This automation is like life cycle stage lost, triggered by the list Membership Life cycle. Stage Lost once the customer ended, enters this workflow. It'll change there. Property to life cycle stage custom lost. The last part is allowing re enrollment, so the reason for re enrollment is to allow customers to change behavior. As I mentioned before, we want to track if a repeat customer stop shirt shopping in 30 days, that will be changed to a loss customer. If a loss customer than purchases within 30 days, we want to push them back to a repeat customer. If we didn't use the active list and just tried to set the criteria for number of orders and last order date, um, hum spot wouldn't allow this automatic re enrollment. It would only offer the manual re enrollment. So that's the reason for using active lists. And that's the work around. Active List allows contacts to come and go from a list based on meeting the criteria. So again, as the shopper changes, their behavior will fall in and out of the act of lists, which will then automatically re enrolled them in these work flows. Once you have all your elements in place, you could just go to review, select and roll existing contacts and publish. And then you're good to go to start building out your reporting. 4. Reporting: after you set up your custom properties, the active lists and your work flows, you can then populate that data in your dashboard. Right now, I just have a blank example Dashboard, and we're going to create a custom report to populate this information report. Create custom report. And since we're reporting on a single data point, you will select a single object so we can remove the life cycle stage. Since that's hub spots native reporting and will search for the custom life cycle stage that we created, I'll go to the business visualization. Add that custom life cycle stage property and we want to know the total number of contacts in each stage. Well, there you can see the prospects purchaser, repeat, purchaser and lost customers all populated. Go ahead and save that to our example dashboard. So as customers change behavior, whether they a repeat purchaser stop shopping for 30 days, they will automatically move to the lost bucket and in reverse. If a loss customer than shopped within 30 days, they will then enter into the repeat purchaser bucket. So this is a great way, just it to keep a high level view of what's going on with your customer activity. So 5. Using Shopify & Google Analytics Properties: So we've covered how to set up custom life cycle stages Using the custom properties I created just toe to go back. That was the number of orders, property and last order date as I mentioned. You can also use the Shopify properties that populate after you in a great spot and Shopify so review how to set those up. Go back to your property settings so we'll use this order Count and Shopify in replace of the number of orders. That custom property we created now will use this order count. And then maybe, instead of saying the shopper hasn't purchased in 30 days, will say the shopper hasn't visited the site in 30 days. So for that will use this Web Analytics history group and we'll refer to this time of last session so previously we said if a customer did not shop for 30 days than they were going to change to a loss customer. Now we're going to use the Shopify Order count and say, if the customer hasn't visited the site in 30 days, then they're going to be a loss customer. So all we have to do to change that is to go back to are active lists. So now we're just gonna update all of the custom active lists to use the hub spot where I'm sorry. The property Shopify property and the analytics data so removed the last order date to contact properties Search for time of last session and we want to say is more than 30 days ago, Apply filter again instead of using that custom property of number of orders. You're gonna shut. Swap that out. Perfect. I want to say equal to or greater than one perfect. So previously, just to recap again, we use the number of orders, property and times since last order. Now we're switching it over to using Shopify data and time of last session so we can go ahead and save that. So you want to go ahead and update every one of your custom active lists, swap out the number of orders for the Shopify count and then instead of last order Date is less than 30 days ago, will change all of those to last Interaction. Date was less than 30 days ago 6. Closing Comments: Now that we've updated all of the active lists, our report should populate accordingly. So again we'll go back to our example. Dashboard are custom contacts report, and we can see all of our contacts populated here. So again, this reflects all of our Shopify customers. Obviously not real life. This is just sample data, but a great way just to track customer activity. So, for example, if this lost customer that hasn't interacted with site for 30 days, if they come back and make a purchase, will then move into the repeat purchaser bucket and in reverse. If one of the purchasers or repeat purchasers doesn't come back to the site for 30 days, will then fall into the lost bucket. So really just a really easy way to keep track of your customer buckets or segmentation and see if there's any gaps or drop off, and nowhere to put some of your some of your efforts. The key take away from this course is to use custom properties, active lists and work flows toe automatically update customer properties that you can report on you can export. You can filter by just a very useful way to start segmenting your customers, and you can really customize it to your business needs