Jul 9, 2018 10:21 AM
We're currently creating a bunch of topic clusters and the respective pillar pages for them. I was wondering what would be the best way to build a system that shows us which contact is interested in/focused on what topic.
Ideally, I would have lead-scoring- kind of content scoring system that would allow me to give points to various content around one core topic cluster (e.g. has downloaded content offer 'topic A', has visited blog post for 'topic A', has visited product page related to topic A, opened an Email related to topic A etc.) and the more a contact has consumed of content 'Topic A', the higher his score gets and the more I'm sure that this topic is really relevant for the contact.
I see that there is currently no such an option to build different 'Content Scoring' systems.
So my idea would be to create properties for Topics A, B, C, D etc. either as dropdown (low interest in A, medium interest in A, high interest in A) or may be with a numerous value? Then I would have to create complex workflows that would change that property based on the value the property had before (e.g. if property A value is medium interest in A and contact downloads content offer 'Topic A', then change property to 'high interest in Topic A' etc.)
I'm a little bit worried that this system would get out of hands as it would grow very complex with more content.
So I was wondering if you have any idea on how to solve this? My goal is simple to identify which contact is interested in which of my topic clusters?
Any inputs appreciated!
Jul 9, 2018 12:21 PM - edited Nov 26, 2019 6:24 PM
Q: Any idea on how to identify which contact is interested in which of my topic clusters?
Short A: Smat Lists
Generally speaking, there are two schools of thought on HubSpot workflow complexity:
-1- keep it simple Simon (KISS)
-2- everything else
Sounds like you may be trying to re-invent an existing HubSpot solution as a 'content score'. Then use complicated workflows to manage membership. (not recommended)
Frankly, no matter how well crafted, such workflows will be a nightmare to troubleshoot when the inevitable error pops up &/or (as you already stated) you grow content.
HubSpot has built-in functionality called Smart Lists (aka: Dynamic Lists). Complexity in smart lists is much easier to manage AND ... here's the biggest benefit ... contact membership is VISUAL in smart lists. In other words, you can easily see who the current members are without all the pseudo 'testing' gymnastics required when testing workflows.
Smart lists allow you to include contacts based on general &/or specific behavior &/or lack thereof. And, yes. Smart lists can get quite complex. Even a basic set of lists that meet your criteria might look like this.
Smart List #1 Name: Basic Interest In Topic A
Smart List #1 Criteria:
- Downloaded content offer 'topic A'
- Visited blog post for 'topic A'
Smart List #2 Name: Medium Interest In Topic A
Smart List #2 Criteria:
- Member of Smart List 'Basic Interest In Topic A'
- Visited product page related to topic A
- Opened an Email related to topic A
Notice how smart list criteria can include membership in other smart lists?
Woah. Did I read that right? Yep.
See the possibilities?
Any workflow-centric solution even attempting to match this elegant complexity would soon cross the point of diminishing returns where complication outpaces functionality.
Jul 10, 2018 10:31 AM
First of all, thank you very much for taking the time and respond to my question, really appreciated! Your insights are very helpful.
I fully agree that smart list are probably the way to go although it's getting complex there as well...
Assuming I have 15 different criteria that indicate 'interest' for a topic A:
If a contact matches - let's say - 2 of them (in any combination), that would indicate 'low interest in topic A'. I would have to create smart lists for all possible combinations of those 15 criteria (not to mention any additional content that adds to it later).
Same for a match of e.g. 5 of them for 'medium interest in topic A' and e.g. 10 for 'high interest for topic A'
=> Meaning endless combinations.
That's why, in my opinion, a 'lead-scoring'-like tool to rate interest in topics would be helpful 🙂
Or am I missing something here?
Anyway, thanks for your help!
Jul 10, 2018 11:43 AM - edited Jul 11, 2018 11:39 AM
>> Am I missing something here?
Nope @swiss-oliver, your 'spidey sense' is right on. There's no real way to avoid complexity when attempting to score any marketing automation madness. It's just that complex smart lists are more manageable than complex workflows.
I hear you loud and clear regarding the scoring though. Even smart lists will quickly become cumbersome with more than a handful of permutations to manage.
How about a hybrid solution using BOTH smart lists AND an interest-centric custom contact property?
Custom Contact Property (numeric): Interest - Topic A
- Topic A - High Interest
- Topic A - Medium Interest
- Topic A - Low Interest
Resulting Workflow Example:
This is what a resulting workflow could look like as part of a hybrid solution using both smart lists (to manage membership complexity) and workflows (to manage scoring).
Jul 13, 2018 3:55 PM - edited Jul 17, 2018 5:11 AM
Jul 27, 2018 11:33 AM - edited Jul 27, 2018 11:39 AM
If you structure your urls to align with your topic clusters, you could use the "page views" qualifier when building your smarts lists and/or workflows. Then use the "refine by" funcitionality to specify certain numbers of page views. The number of page views is how you would qualify people for your different interest levels.
There are a number of different ways to identify or disqualify urls, including regex, which is particularly robust. With some advanced url planning and by fine tuning your enrollment trigger, you could use smart lists or workflows as Frank suggested to bucket your contacts.
The caveat is that you wouldn't be specifying pageviews to different urls per se, but the trade-off is that you massively reduce the complexity as well as future proof for new content added at a later date.
Nov 26, 2019 5:27 PM
What you are describing is absolutely what we ran into a year+ ago and there was no solution that we could find, so we created our own solution to help find out what people's top interest are using an AI component of recency, time on page, and frequency.
Here is a link: https://www.humanautomation.ai/personalize/
I would love your feedback!
Dec 23, 2019 8:35 AM
A lot of good advice here.
Score your content based on topic using smartlist. If that become too much, you can use query strings on your landing pages URL (Medium = XYZ, Content =ABC). Another option would be using one form for each type of content and use time to control for recency.
The altternative is to create a lead scoring property and use Js to code to generate events to use in scoring.
DM me if you want to chat specifics