Your website is a treasure trove of information. In addition to all of the obvious elements you’ve included to showcase your expertise, there’s even more valuable data regarding how your target audience interacts with it. This is what you need as the basis for all of your ongoing marketing efforts.
Short of directly asking every single website visitor for their thoughts, having tools that let you see what works well — and to identify hurdles — ensures that you’re saving time by exclusively making data-driven decisions.
And in a sea of SaaS marketing platforms offering you the sky and the moon, HubSpot’s behavioral events really get to shine.
What Are HubSpot Custom Behavioral Events?
HubSpot’s behavioral targeting feature identifies high-intent user behaviors, so that you can focus your efforts on people who are actually more likely to buy. Some of these actions include:
- Number of visits to your site
- Page views
- Form submissions
- CTA clicks
And if they’ve joined your mailing list, you can also see how they interact with those communications, by seeing how many of them they open, and how many times they click through to your site.
These types of insights make it a lot easier to identify qualified leads. You can then use lead scoring to prioritize them based on their likelihood of converting them into customers. And once you have these scores, you can segment them within your contacts and deploy middle and bottom-of-the-funnel content to their inboxes.
This approach makes it a lot easier to guide your website visitors along their buyer’s journey and ensures that you stay at the forefront of their mind as they research their options.
Alright. So behavioral targeting is practically a panacea for all of your SQL woes. But what are the specific advantages you can list to get buy-in from your company’s board? Glad you asked.
Irrelevant marketing emails go straight to the trash folder — and this is a shame, considering the resources that go into drafting them in the first place. However, you can significantly reduce the chances of this happening if prospects start seeing that every time you email them, you’re sending them something useful to them.
Behavioral events let you personalize emails beyond simply greeting readers by name. It provides you with enough information to reference their engagement with your site, and to include CTA buttons that entices them to complete what they already started doing (enrolling in a webinar, downloading a lead magnet, participating in an event, requesting a demo, scheduling a discovery call, etc…).
Thanks to HubSpot’s workflows tool, you can set up which types of behaviors should trigger which types of communications. This can be launching a lead nurturing campaign, following up, sending reminders, or re-engagement emails. You set them once, and they deploy automatically — ensuring that not a single prospect falls through the cracks.
Remember that when it comes to marketing and sales, time is always of the essence. Wait a minute too long, and you can lose that prospect to a competitor.
Increased Conversion Rates
The same way user behavior can show you what’s working and how to guide prospects down the sales funnel, it also identifies what isn’t working. If you notice that a page has a high bounce rate, or that your marketing emails have a good open rate but a dismal clickthrough rate, you can adjust accordingly to boost your conversions.
By the same token, behavioral events help you increase your conversions by making things as easy as possible for your website visitors. For example, if they’ve already started filling out a form (or have filled one out before), future form fields will already have that information, so that they don’t have to enter it again.
You can also provide them with dynamic content that reflects their interests, needs, preferences, and previous purchases. No need for them to spend additional time on your site, looking for anything.
Insights About Website Interactions
Having insights about how website visitors interact with your site also means that once they reach out to your sales team — via form fill, live chat, email, or scheduling a call — your reps will have all the information they need to approach those conversations within context.
Having information about the pages they’ve viewed the most and all previous interactions with your company provides the most effective forms of sales enablement. It makes the prospect feel like the center of the universe — at least for the duration of the call, in which they’ll get to experience firsthand how customer-centric your business is.
HubSpot behavioral events are created within the platform’s CRM, and is only available for Enterprise users.
To set them up, follow these steps:
- Click on Reports on the Navigation bar.
- On the drop down menu, click on Analytics.
- On the new screen, you’ll see Custom Behavioral Events listed on the left.
- Click on it, and it will take you to the behavioral events setup page.
- Click on the orange Create Event CTA button on the top, right hand corner.
- Choose between Visited URL, Clicked Element, Manually Tracked Event, or Custom Java Script. (You can also create additional events with the Google Chrome browser extension).
- You can click on each event to see how many people have engaged on each behavior, including the breakdown of views vs. clicks.
Every action taken by a user is then automatically stored within their contacts or companies properties on your CRM.
Keep in mind that in order to optimize your use of HubSpot’s behavioral events, you’ll want to map out the customer’s journey in as much minute detail as possible. This will then provide you with each action step you’ll want to include as custom events.
If you don’t know how or where to get started, we are happy to help.