I recently set up a direct mail marketing campaign for a client where PURLs were used to track who was opening the letter and engaging with the content. You can read about how PURLs work in marketing here. In short, when you send a direct mail piece you can put the recipient’s name in the URL to 1) pique their interest and 2) track that specific iteration of the landing page to see if the recipient visited their personal page.
For example, if you’re targeting Frodo Baggins and you work for ABC Corp a PURL you’d put on his direct mail piece would be: www.abccorp.com/frodo.baggins That individual direct mail piece you sent is now trackable.
When I setup this campaign I evaluated PURL solutions and the best solution for my client (relatively robust and affordable) was Purlem. However, there was a considerable limitation: it doesn’t integrate well with Hubspot, Salesforce or other marketing and sales tools. It’s hard to get leads fast when you run into problems like this – where a lead vendor or a tool doesn’t integrate well with the tools you’re already using.
** Update: Purlem does now have an integration with Hubspot – making it an even more valuable tool. If you are doing direct mail you really need to look at using Purlem. **
When a prospect visits their personalized landing page Purlem can send an email alert that the person is on their page. That’s an awesome feature because it allows your sales people to reach out to the prospect right away, while they’re on the page. The results my client saw were phenomenal – engagement on the direct mail piece were 225% higher than other formats they had tried in the past. It’s been successful enough that I just launched another large round of direct mail for this client.
So, what’s the catch?
The alerts Purlem sends are via email and there is no way of round robin assigning the prospects and the alerts. So, if you’re like my client and you have multiple sales people, getting the alerts sent out can be tough. My client proposed that I just send the alerts to one of their sales managers who would then send the alert on to the sales person they want to work the deal. You can see why this would be limiting, right? Sales calls are greatly delayed and there’s no tight and accurate way of measuring whether the alerts were distributed at all.
Have Purlem send an alert to Zapier’s Email Parser and then pass the data into Hubspot, Salesforce, Infusionsoft or whatever marketing/sales tool you’re using. Your marketing/sales tool can then handle the lead routing and alert in a more appropriate fashion than Purlem. This helps you get leads fast – effectively removing bottlenecks you may experience with teams of developers.
How hard is it to do this?
Not hard at all really. I set it up for the first time in under two hours. If you’ve done it before you can do it in just a few minutes. My guide below will walk you through how you can set this up between Purlem and Hubspot (via Zapier). However, no matter what tools you’re using or trying to tie together the below guide will give you the understanding you need to make it happen. For example, if you’re trying to tie a new lead gen partnership with Capterra into your Zoho CRM you can do that. If you’re trying to tie a “new lead” alert from eMedia into your Mailchimp account you can do that. Zapier is the key because it sits in the middle.
The process of getting leads fast with Hubspot and Zapier Integration
While it took me several hours the first time to set this up (mostly researching the best ways to do it) it’s a relatively simple process that should take you less than an hour to do. In the video below I’ll walk you through how to do it, in just 14 minutes.
The process I use is using Hubspot as the end point for the data being sent in the email, but you can use any of the following tools as your end point and it works the same:
- Zoho CRM
- Base CRM
- Highrise CRM
- Capsule CRM
- Sugar CRM
- Nutshell CRM
- Campaign Monitor
- Constant Contact
- Mad Mimi … and dozens more!