Marketing is a forever evolving industry, and we, as marketers, must adapt to these changes with agility and determination. We need to stay on top of industry trends, remain current with industry news, constantly plugging ourselves into this world, so we can help ensure the success of our business.
The trend we are seeing in the marketplace right now is, what the industry has termed, Inbound Marketing. Inbound marketing essentially is the act of drawing leads to your site and building your brand awareness through the producing high-quality content that your customers find valuable. This can range from anything to email marketing, white paper syndication or maintaining your company’s blog, and we have found that leveraging numerous distribution tactics to be the most successful for us as a business and for our clients. (Check out this infographic, it shows the shift to Inbound Marketing ).
But the tricky part of this is how do you manage all the moving pieces, ensuring consistency in your messaging, accuracy in your delivery and relevancy for your audience? This used to be a daunting task, until now. Now there are platforms that help you streamline this process. There are a few marketing automation platforms on the market, but for us the choice is simple.
It’s all about HubSpot 3. And here’s why we love it:
With HubSpot 3, you finally have a place where you can not only just manage your leads, but you can also track how they are interacting with your business. From social media to page views and form submissions, we have all this data in one place, for every single lead.
Workflows & Email Marketing
HubSpot 3 gives you the ability to more effectively (and efficiently) nurture your leads by segmenting them into lists based on who they are, how they’ve interacted with you thus far, and where they are in the sales process. Using the email marketing app from here is easy - you can send customized messages to each of your lists, ensuring they see content that is relevant and valuable for their needs.
The email marketing capabilities in and of themselves, are well worth the investment in this platform. You can set up an email campaign in minutes, triggering sends based on your leads’ actions – including page views, social media interactions, and even what form (or fields) they complete. Plus, with the nice templates they provide, developing your emails is a cinch. Just in drop content, you call-to-action buttons, your forms, and you’re done. Just hit send.
For many of us, landing pages are where we capture our inbound leads. And with HubSpot 3, we create custom landing pages, without even giving the HTML behind these pages a second thought. They have fully tested page templates for you to choose from, which can be customized to your needs. Not to mention, the platform also provides A/B testing capabilities, which gives you the opportunity to continuously improve your pages to increase your conversions.
Smart Fields & CTAs
How annoying is it when you land on a page that you’ve been to before and you have to fill out all your contact information again? If it annoys you, then let us be the first to tell you, it also annoys your potential customers. But HubSpot 3 has come up with a solution to fix that problem. By adding Smart Fields to your landing pages, what fields a visitor has already filled out will be remembered and will be hidden from view if the visitor returns. Remember your Contacts Database? Don’t worry all that information has already been captured for that lead and is stored in that profile.
Another great feature of HubSpot 3 is their Smart CTAs, which helps you control which offers your leads are seeing, based on their behavior. They will be served up different content depending on how they have interacted with your site. And you can also A/B test these CTAs to find out which messages resonate, helping your tailor your offerings to increase your conversions.
In order to measure our effectiveness as marketers, we need tools that help us analyze our data. The powerful analytics tools in HubSpot 3 do just that. You can drill down into every detail of your campaign - every touch point, every contact, every channel – showing you the number and quality of leads resulted from your efforts. With these metrics, you can easily calculate the ROI for each of the campaign tactics. And that’s what it all boils down to, right? How much our marketing investment is returning to our company and how many quality leads we drove with that investment.
As you can see from these features we’ve outlined here, HubSpot 3 is one of, if not the best marketing automation platform on the market today. The ability to customize your content, manage your leads, integrate your messaging across your various social channels, track your results, all resulting in the ability to analyze the data to determine your ROI.
So we ask you, what are you waiting for?