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One-Stop Shop with HubSpot
TechSoup and HubSpot: A Use Case
January 12, 2023

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How to Engage During this Webinar
Questions? Use the Q&A feature.
Check your inbox! We’ll email you the replay, slides, and resource links within a
couple days.
Closed captioning is available. Turn on with the CC button located in your Zoom
menu.

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TechSoup Panelists
Kyle Barkins
Co-Founder
Tapp Network
Nick Fynn
Senior Director
TechSoup

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How TechSoup Uses HubSpot’s Main Features
A One-Stop Marketing & Communications Solution

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5 © TechSoup Global. All Rights Reserved.
Contact
Management
Keep track of all
the contacts
(volunteers,
donors,
companies,
funders) that your
organization
interacts with
Determine if the
contact is ready to
be nurtured, then
support
communication
and outreach to
get the contact
through to the
intended end goal
Write and design
emails, send to
segmented lists,
and trigger various
follow-up types
depending on the
engagement
Create an internal
resource for your
organization for
everything you
need to be
successful
advocates for your
mission
Have clean and
consistent data
that allows you to
build custom
reporting and
monitor analytics
across various
digital platforms
Lead
Management
Email
Management
File/Document
Sharing
Reporting and
Analytics
The Power of HubSpot

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6 © TechSoup Global. All Rights Reserved.
As a "Hub"

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Overall process
(The whole thing)
Marketing Funnel Stages
(Where your potential
supporter is)
Top of the funnel
Is unaware of the challenge/problem your
organization faces and solves
Middle of the funnel
Supports the Cause and Mission of your
organization
Bottom of the funnel
Supports the organization
Donor
Partner/Supporter
Attract
Strategy
(How to do it)
Inbound Marketing
(SEO, PPC, Social Media, Blogs)
Lead Nurturing
(Opt-in emails, Newsletters)
Conversion
(Events, Donation Pages)
Relationship Building
(Ongoing Support and Referrals!)
Awareness
Promotion
Consideration
Increased support of your organization
and mission
Activate
Resource
Utilization

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Goal 1: Attract more
potential supporters
• Blogs
• Content Downloads
• SEO
• Emails
• Newsletters
• Landing Pages
• Social Media
HubSpot tools:
Top of Funnel

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HubSpot tools:
Middle of Funnel
• Quizzes
• Surveys
• Educational Resources
• Webinars
• Events
• Downloads
Goal 2: Convert more event
attendees

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HubSpot tools:
Bottom of Funnel
• Workflows
• Segmentation
• Customer Stories
• Testimonials
• Webinars
• White Papers
• Emails
• Personalization
Goal 3: Deepen
engagement with attendees

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11 © TechSoup Global. All Rights Reserved.
HubSpot tools:
After Conversion
• Advanced reporting
• Detailed omni-channel analytics
• Automations to maintain consistent
communication
• Segmentation based on behavior
Goal 4: Track and
optimize

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The HubSpot CRM
● Your contacts database
● Donors, clients, supporters, service providers, etc.
● All in one place
● Unsubscribes automatically respected
● Segmentation & automation

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13 © TechSoup Global. All Rights Reserved.

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Importing Data Into HubSpot
● Quickly bring your contacts into the HubSpot database/CRM (Customer or
Constituent Relationship Management)
● Upload directly from Excel/CSV

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HubSpot Email Production
● Smart & customizable drag & drop functionality
● Build, test and send all from one interface
● A/B testing, no problem
● Clone emails, reuse, organize into campaigns
● Built in analytics to track performance

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HubSpot Landing Pages
● Full feature drag and drop landing page construction
● A/B Testing, forms & dynamic content
● Use graphics from emails already in your system

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HubSpot Blog
● Integrated into your website
● Similar features as emails and landing pages
● Customizable to match your existing website

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30 © TechSoup Global. All Rights Reserved.
Other HubSpot Technical Features Worth Knowing About
● “Workflows”: Automation. Using CRM data to send emails, for instance. A powerful tool. TechSoup uses it
to send renewal reminders for software subscriptions.
● Forms: built into HubSpot, but fully customizable - capture key information for your CRM.
● CTA - “Call to Action” an Email button - the major link you see on pages or in emails that must be clicked.

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Links
Digital Marketing Services Page

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32 © TechSoup Global. All Rights Reserved.
Tapp Network
HubSpot Solutions
CRM. MARKETING HUB. SALES HUB.
SERVICE HUB. CMS HUB.
OPERATIONS HUB.
+
+

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Any
Questions?