HubSpot offers the best of the best marketing technology. And while it comes with a substantial price tag, the ROI you can draw from it in terms of generating leads and revenue from your campaigns is virtually unlimited. To get the maximum results, you need a solid, data-driven HubSpot strategy.
An ideal strategy will vary by industry, niche, target audience and the products and services you offer. But, by focusing on your target persona, aligning your sales and marketing objectives with overarching business growth goals and being open to making adjustments based on performance results, you’ll have a solid strategy for bottom-line success.
So, what is a data-driven strategy for HubSpot? It focuses on the metrics that earn you business. For example, many companies focus on open and click thru rates after sending an email. These metrics just tell you how effective your subject line and call-to-action language were. A data-driven strategy takes it a step further to review how many leads and conversions an email earns and compares that to company benchmarks. This allows you to rework the content until it resonates effectively with your target audience and leads to a meaningful conversion. Because after all, opens and clicks alone won’t boost your bottom line.
Read on to learn how to maximize a data-driven strategy for HubSpot that can transform your company’s bottom lines using these tools:
When you use marketing automation to its fullest, you’ll find your company experiences these benefits.
Efficiency: some marketing teams find they can reduce their staffing costs or discontinue outsourcing aspects of their marketing once they start automating processes. Automate tasks like daily social media posting, lead scoring and more so your team can focus on strategy.
Take a moment to review the industry-leading features HubSpot offers. Here’s why it’s Diaz & Cooper’s marketing automation platform of choice for data-driven marketing.
Automate the lead nurturing process with email drip campaigns. Get timely information to your prospects to help move them through the funnel to experience higher conversion rates. HubSpot makes email design simple with modern templates and a drag-and-drop interface to avoid custom coding. You set the triggers based on what you know about your customers to send the right email at the right time.
Visualize the customer buying journey using workflows. Consider what information a customer might need to convert and how you’ll help them find that information. Everything from a simple thank you email once a customer places an order to journeys that help customers get acquainted with complicated products or services is possible within HubSpot and its integrated CRM.
You could dedicate an entire team just to lead scoring. Instead, you can automate the process based on interactions with prospects. Once a customer takes a certain action during a workflow, you can automatically update their lead score to trigger internal processes and alert sales accordingly. HubSpot lead scoring can power additional interactions with your prospects to create a truly automated experience.
Companies that maximize their HubSpot Sales Hub often experience these benefits.
It’s probably hard to imagine a system that delights both sales and marketing. But it does exist. Here’s a look at the sales features you’ll get with HubSpot Sales Hub.
Standardize sales emails using templates. That doesn’t mean every message has to be identical. Personalize the message to fit each prospect using what you know about them from your CRM. But once you find a template that works, share it across your sales team for better results.
Sales reps can receive a notification when a prospect opens an email or interacts with your business in some way. This can enable your team to close more deals and do so faster.
Build your library of sales content so your sales team can send it instantly from Gmail or Outlook. Then track metrics related to the content to see what helps close deals to inform better content development and use.
Capture and record calls. Then use AI-powered insights to coach your sales team toward better tactics that deliver results for your company. It’s a chance to test and retest sales tactics to find what resonates best with customers even during person-to-person interactions.
One challenge many sales reps face is prioritizing sales calls. Sales Hub helps your team do this via lead scoring. And then it logs each call within the CRM to improve efficiency.
Stay top-of-mind throughout the sales process using automated personalized emails and follow-ups with a prospect. Do the same with existing customers so they don’t fall off your sales team’s radar, which can lead to customer turnover.
As you evaluate the HubSpot email marketing tools, consider these valuable benefits that can add value to your email efforts.
HubSpot’s email marketing tools are robust and integrate with other aspects of the platform, including workflows to help you create customer journeys that reflect your personas and target audience. Here are some key features that make it one of the best options available.
You shouldn’t feel the need to take a coding class to build beautiful emails. The drag-and-drop editor makes it simple to add modules and content zones within your emails to reflect your brand.
Find the best design, language, calls to action and more for your audience segments with A/B testing. Learn more about your audience and what motivates them the most by testing out various layouts, formats, subject lines, buttons, images and more.
One of the greatest assets of working with HubSpot is the ability to segment your audience based on a variety of criteria. The more segmented your list, the more you can speak directly to your audience.
Using inbound email strategies offer far more benefits than outbound. But to do that, you have to find ways to introduce your company to the prospect and get them to share their email address with you. Perhaps it’s through SEO, PPC or social media. But regardless of where your prospects are coming from, you can then nurture them with effective automation and workflows that match their interests.
Effective email marketing campaigns in HubSpot start with a clear strategy that involves seven steps.
Decide what you want to accomplish and outline why you’re sending the email or campaign. Some examples of reasons for sending the campaign could be to build a relationship, inform a customer of a change or create awareness for who you are and what you do. But when setting goals, ensure they are SMART: specific, measurable, achievable, relevant and timely.
Your email personalization relies on clean data. That means you need a strategy for collecting contact information and storing valuable data about a prospect. This includes more than just the prospect’s email address. It’s also about what they’ve viewed on your website, what products or services interest them and the timeline for how long they’ve been looking into your solutions.
To keep your contact database useful, audit it regularly and have a process for moving prospects on and off of leads lists based on lead scoring so you can focus your efforts where they matter.
Building customer and prospect segments will help you customize your message to them. The more custom your message, the more likely your prospect will be to convert because it is more relevant to their needs and interests. To do this, you have to understand what motivates your customers, which means developing clear buyer personas to group prospects and customers effectively.
Now that you have segmented your audience, you’re ready to build targeted, personalized campaigns just for them. The goal of your emails is to address challenges your target audience faces and demonstrate a clear solution. Keep your emails concise and use visuals whenever possible.
You want to give prospects and customers a chance to digest what you’ve sent them so far. But you don’t want so much time between emails that the customer has found a better solution to their challenge or forgotten about you. The perfect amount of time between emails will depend on your audience and goals for the campaign, but generally, 2-5 days are all you want to elapse between emails that are tied to the same campaign.
Knowing what resonates with your customers requires some trial and error and plenty of A/B testing. Use different times of day and days of the week to find what works best and test various messages, formats and other details within your emails for the best results.
Much like your website, your email campaigns are never truly done. They are living documents that need to update as you learn more about your target audience and what motivates them. This involves reviewing statistics from past sends and adjusting your tactics accordingly.
When using HubSpot Marketing Hub, many customers experience the following key benefits.
HubSpot breaks its Marketing Hub features into three categories: revenue-driving, time-saving and measurement. Here’s a look at what all the system can do under each of these categories.
HubSpot content marketing offers many outstanding benefits. Here’s a look at the benefits you can experience when using content marketing tools.
Ensure you’re maximizing these HubSpot Content Marketing features.
Building an effective content marketing strategy using HubSpot requires that you take advantage of its built-in tools. One of those tools is the content strategy tool that helps you create core topics around commonly searched terms.
From there, you can build pillar pages on your website using these core topics and build shorter content around them. And as you work your way through your content, HubSpot will help prompt you with the following information.
And once you’ve built out your content, you can review its success using the in-depth analytics tools available through HubSpot. Learn where your traffic is coming from and look for opportunities to update and upgrade existing content to keep gaining visibility from it.
HubSpot offers support services, but if you’re looking for support for setting up your website, maximizing your sales and marketing tools, training on how to use the platform, and more, you’ll find it with HubSpot Consulting Services from outside firms.
Diaz & Cooper is a Platinum Partner with HubSpot, and we specialize in white-glove implementation and consulting services that focus on your business goals. Unlike purely "technical" consulting that focuses on the use of the software, our strategic consulting helps you configure HubSpot to generate the results most meaningful to you and your business.
Here’s a look at the areas where our HubSpot Consulting Services can help:
Learn more about the various types of support you’ll find from HubSpot consultants.
Whether you want a custom-designed website or need to connect with an outside vendor via APIs, technical consulting can help you do that. Some reasons why HubSpot customers reach out to technical consultants include:
With a few minor tweaks to your strategy, you can experience greater ROI from HubSpot and improve your lead generation and sales funnels.
No blog or online course can tell you exactly how to prepare an inbound marketing strategy that fits your target audience and customer buying journey. Turn to the experts who work within your industry or niche, and who know how to build effective campaigns that deliver results.
Lead management is an enormous task. While lead scoring offers a solution for helping manage the process, you still have to set criteria to automate the process and alert sales teams accordingly.
Understanding sales pipelines and how to provision HubSpot to fit your sales funnel and needs is complex.
Perhaps your goal is to become a HubSpot expert so you can manage everything yourself. In that case, you want a customer training expert who can help you learn everything there is to know about how to work within HubSpot.
Just know that if you go this route, you likely won’t find strategy support like you will if you go with inbound or sales consulting.
You’ve invested in HubSpot and now you have to figure out how to move your data from one system to another. Regardless of which HubSpot Hub you’ve chosen, there'll be some migration services required.
HubSpot does not offer migration services directly. Instead, you’ll work with a certified partner, like Diaz & Cooper to ensure a smooth transition to your new marketing, sales and customer service tools.
HubSpot consultants have built careers around the platform. They spend 40+ hours a week within the system and know its ins and outs like no one else.
One of the largest setbacks that new users face is not getting support fast enough to ensure a good ROI. Some benefits that you’ll experience from working with HubSpot Consulting Services include the following.
When you move to HubSpot, you can’t just move contacts. You’ll need to transition additional content, including:
When working with a HubSpot consultant, you want to know that you won’t lose data or data integrity. This involves careful strategy and planning. Learn more about migration services available from Diaz & Cooper for transitioning to HubSpot.
As you look to ensure your HubSpot use is optimized and ensures the greatest ROI, consider these migration services.
Migrations involve four distinct steps.
While you could manually move all data from legacy systems into HubSpot, it’s far more beneficial to work with a HubSpot partner skilled in migration services. Here’s a look at the benefits you’ll experience when completing your migration this way.