After a prediction, two graphs are available. One is the Pie Chart and the other is the Density Chart.
Today we would like to show you how to work with the Density Chart and how to make your campaigns even more effective.
Please always note the scale on the left side of the chart. If you move the mouse over the peaks, you will see the exact number of records that have a certain Thalox Engagement Score (TES).
Let’s go to the first example. Here we see quite clearly that we have a more or less equal distribution of the number of contacts that have a TES greater than 15%. However, we have a very large potential in the range below 15%. Here there are contacts that have a low TES. These need to be reactivated in a special campaign.
What could be done with these contacts from a marketing perspective?
Our recommendation in this case is:
– Conduct a survey to find out whether the contacts are still interested in your products and services.
– Conduct an A/B test in the high engagers and send the “winner” to this specific target group.
Make sure that to run specific campaigns for specific scores, you have to create a new property in HubSpot so you can use it as a criterion for building your audience. Download the TES and upload it to HubSpot to reach the right audience.
When we can see quite clearly that there are very few high engagers (TES > 75%). But there a lot of peaks in the other segments, so we recommend updating the TES to HubSpot for dedicated campaigns.
Depending on the business model, it may be advisable to send a special webinar or a customer success story.
Match the High engager's peak with other criteria to qualify them as SQL (Sales Qualified Leads) and send them to sales to review and contact.
Run a reactivation campaign, and the ones who do not reach it, mark them as non-marketing contacts to save money in HubSpot.