We will be promoting a new eBook soon, which will be behind a form. We will be using the eBook as a CTA at the bottom of numerous blogs and some case studies. I was hoping I could create smart CTAs that know if a visitor comes on to a blog, but they’ve already downloaded the eBook, they will be shown a different CTA (based on them being in the list of form fills for the eBook submission).
I am looking for some advice on the best way to approach this, if possible? I’ve not done it before and I want to plan and execute in the most efficient way I can. Also, are there limitations to the types of CTAs that can come up after they’ve downloaded the eBook? EG can they be directed to watch a YT video, or does it have to be a Hubspot page?
In regards to segregating your contacts, you are correct that you could create a list based on contacts who have previously clicked the CTA or viewed a certain page.
Depending on how your eBook is getting delivered you have a couple options.
If you’re redirecting them to your file manager every time then you could use “page view, has viewed page cdn2.example” which would bucket everyone that’s been there in a list you could use to create a smart CTA with.
If you do that and/or send a thank you email with a persistant link to the content (what we do so they have a link back) you could create a smart list “has recieved x email” which would only be sent out to those getting that eBook.
Hope that helps. If you have anymore questions let me know.
Maybe track your eBook downloads using a multi-checkbox custom contact property. Then, you’ll be able to auto-add those contacts who’ve downloaded your eBook(s) to smart lists.
Once auto-added to smart lists, you can opt to show different CTAs to non-list members -- i.e., those who’ve NOT downloaded your eBook(s).
This model allows great flexibility and is scalable within reason -- i.e., <=20 eBooks (limited by the max number of smart rules in a given module -- see Smart Content | FAQs).
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I like this option for scalability. My only question is how does the property update if there’s already a box checked? I’m guessing workflows but I’m not sure how you’d get it to add a selection instead of “overwriting” the old selections with the new one.
We use a hidden radio select property on the public-facing form, but use a multiselect checkbox and the ‘Append to current values’ in the Set Contact Property action within the Contact workflow.
HubSpot Contact Workflow: Set Contact Property Action (Append)
This keeps track of all eBooks a given contact has downloaded (and when) -- again, up-to ~20! Very helpful when analyzing contact download behavior to help gauge engagement over time -- i.e., good data typically missing from lead scoring models.
We’ve done it both ways for HubSpot and non-HubSpot sites, but prefer to use one form which is good for some things, not for others.
In the single form model, the form has the hidden radio select field we spoke of earlier -- pre-selected on landing (via utm parameter). This solution is robust in that it works for both HubSpot and non-HubSpot sites.
As the form is completed (pre-populated for re-visitors), it triggers workflows to deliver the content (optionally made available via TYP). And, as mentioned above, triggers a workflow to keep track of all download behavior for the contact.
We like the single-form approach because it gives us one location from which to track overall download behavior for a particular content series.
That being said, the obvious drawback is the lack of campaign association as we deliver more and more ebooks using this model.
Again, good for some things, not for others. That’s HubSpot!
