In partnership with
IN THIS ISSUE 🌱
Good Morning {{first_name}}!
It’s Wednesday - and that means it’s time for your Property Playbook - an issue where we dig into your CRM’s properties to track progress, deals, and this week - activities!
On Monday, I shared hints of a client story that caused a big response in a lead engagement. I’ll share what I can on Friday, but today, I want to dig into what fields played a role in that success.
Let's get into it.
THE DEAL THAT TOLD YOU NOTHING ✨
FIELD SPOTLIGHT
Deal properties: Website Activities (and assets)
This week’s properties really depend on how your CRM is set up and how your business operates. One thing I would absolutely pull into your segments is page views within a certain timeframe.
But if you have assets, such as downloadable PDFs that are tracked through HubSpot or via UTMs, set up segments for whenever those are downloaded or CTAs are clicked in emails.
These fields track behaviour, which can happen on the weekends, at night, and six months after converting on a newsletter sign-up page.
THE ANSWERS EXIST IN YOUR CRM 🌊
THE IGNORED FIELD
Most fields gather data you never use
HubSpot - and other CRMs - are pretty smart in that they gather information into pre-existing default fields. If your tracking is set up correctly, any website activity will be fed into the appropriate contact records, so you can see exactly who views what.
It’s this beautiful trick that is often overlooked when it comes to lead activity.
Go to your HubSpot settings, look for properties, and then go to contacts. Sort b "web analytics history.” See what fields have 100% fill-rate. These are most likely the ones that HubSpot preloads.
SIX MONTHS OF SILENCE ISN’T A NO
WHAT IT SIGNALS
They will show signals on their own time…
The thing about marketing and building relationships is that these things happen on people’s own timelines. It doesn’t happen just because we need revenue.
Someone may sign up for a newsletter and never open or click anything. Then, six months later, a subject line triggers a thought, or a feeling. And they open the newsletter, start clicking around, visits the website.
Two days later, they are back on the website, looking through services pages, understanding your value proposition and doing competitor research. That’s something worth paying attention to and tagging a sales rep.
Six months of silence isn’t a no. It’s a “not right now” and activities are worth tracking here.
THE POWER OF FOLLOW-UPS 🧪
SPONSORED POST
Your competitor just replied. You're still typing.
A lead comes in on Instagram. Another on Messenger. Three more on SMS.
Your team switches tabs, repeats answers, and loses context while hot leads wait hours for replies. At 2am, nobody responds at all.
That’s not a people problem. It’s a process problem.
Wati brings Instagram DM, Facebook Messenger, TikTok, WhatsApp, SMS, RCS, and web chat into one AI-powered inbox. Automations instantly respond, qualify leads, and route conversations to the right person, 24/7.
Your team stops firefighting. Your leads stop waiting. Your pipeline starts moving.
THREE PLAYS THIS FIELD SHOULD TRIGGER ⚡
YOUR HOMEWORK THIS WEEK
Here’s what to do this week
Here are three things to explore this week:
Make sure all of your analytics and tracking are correct
Create filters and segments that identify prospects and leads that have been to the website in the past 7-14 days
Create automations that ping you when that happens, so you can go explore and look at what they are doing
If you have specific pages that trigger a more qualified lead, make sure those are segmented separately so you can keep an eye on them.
44FJORD COMMUNITY ✨
WHAT’S HAPPENING INSIDE OF 44FJORD
Looking for a partnership?
If this is the conversation you have been putting off, 44fjord works with teams to build the foundation that makes these numbers trustworthy. If you want to talk about what a partnership could look like, reach out to the team using the contact form on 44fjord.com/contact
CLOSING THE LOOP
💡 Final Thoughts
TL;DR
The database full of closed-lost deals most teams are ignoring is the same database their competitors are not calling. But these people aren’t lost. They may just be doing research on their own time and it’s your responsibility to set up your CRM to give you signals, so you can track them all the time and ship them off to sales when it’s time for a conversation.
You've got this.
How was this issue!?
P.S.
How do you currently track behaviour in your CRM? Hit reply and let me know! I’d love to hear it.
Until next time!
Ships three times a week.