Blog

NOT JUST YOUR REGULAR CRM TOOL – THE WORLD OF HUBSPOT

May 27, 2019 4:48:57 PM / by Mari Muthu

1200x628.1

HubSpot is no new name in the world of Marketing. As a marketer, you’ve probably been exposed to HubSpot in various capacities, but have you assumed it to be a mere Customer Relationship Management (CRM) tool? The premise is rather contrary.

Most CRM tools are a bunch of applications that help businesses manage business processes related to the customer (mostly to do with customer data management, customer interaction, accessing business information, automating and driving sales growth, etc.) HubSpot, on the other hand, is a software that includes all the tools you need for CRM plus additional tools for Inbound Marketing, Content Marketing and Management, Social Media Marketing, Web Analytics, and Search Engine Optimization (SEO).

To a large extent, HubSpot has revolutionized the way marketing is perceived in the digital context. In their own words, “Don't interrupt buyers, attract them.” HubSpot’s four-step methodology – Attract -> Convert -> Close -> Delight works wonders for those on the modern marketing trail. In a nutshell, this involves creating content, optimizing it for search engines, sharing it on social media, engaging with prospects through landing pages/calls to action/personalized email and a personalized website. HubSpot not only seems to have achieved this, but they’ve also mastered it to a level of consistently being the industry best thought leader.  

So, here’s the world of HubSpot broken down for you based on the various services offered.

Email Marketing

Ever found yourself excessively dependent on your tech teams to design and develop emails that end up looking ‘not-so-aesthetic’ or ‘just-in-the-nick-of-time’, or even worse, unoptimized for different devices? HubSpot’s Email Marketing feature allows you to quickly and easily draft emails that look professionally designed and display perfectly across devices. The best part – you can do this all by yourself. Choose from existing templates, customize layouts, add calls-to-action and images, edit content, modify colors to match your brand, maximize the impact of important email campaigns with A/B tests and obtain detailed engagement analytics. HubSpot even gives you the possibility of diving deeper into your data – find out who’s engaging with each email and when, what device they were using, etc. and use these insights to take conversion rates to greater heights.

Search Engine Optimization (SEO)

Search has dramatically changed over the years. It had to anyway, considering the information overload online that amounts to keyword stuffed digital clutter with little or no value. Great content, however, always thrives and today, search engines reward websites that organize content by topics. HubSpot’s content strategy tool is of significance here, making it easier for brands and marketers to discover and rank for the topics that actually matter. HubSpot gives you topic suggestions based on relevance, popularity and competition. You can then use the integrated content tools to create clusters of web pages and blogs around each of the core topics. SEO tools are built natively into all HubSpot content tools, therefore content optimization for search will always be a priority. After all, what’s the use of creating great content if it can’t be found?

Marketing Automation

Manual marketing is a thing of the past. HubSpot’s fully integrated marketing platform enables marketers to create sophisticated, targeted workflows, giving them the necessary tools to grow and replenish their database over time. Advanced segmentation logic can help determine exactly who enters the workflows and when. You can then personalize emails for each recipient and trigger internal notifications for your team when a contact takes a noteworthy action.

Content Management

If you have dealt with an inefficient content management system and are looking for a way out, HubSpot is your answer. Publish quality, relevant, engaging, conversion-optimized content with HubSpot’s suite of integrated blogging tools with the benefits of faster content creation, consistent formatting and mobile optimization. You can draft blog posts from scratch, insert images, format headers, add links and streamline the editing process by adding comments, sharing feedback, and collaborating with multiple contributors. You could also preview the post and gauge its appearance on any device.

Landing Pages

Landing pages are the crucial link in making or breaking a conversion. Choose from HubSpot’s library of mobile-optimized landing page templates to quickly and efficiently design and launch professional-looking, landing pages without help from tech teams. You can also display personalized content, dynamic content based on location/device/buying stage, CTAs, and custom forms to improve the performance of your landing pages. Not long before the leads start rolling in!

Analytics

Analytics closes the loop on marketing efforts, helping brands gauge where they stand and take necessary corrective actions or build on the good work done. HubSpot enables the data-driven marketer to measure the performance of the entire marketing funnel in one place with built-in analytics, reports, and dashboards. See detailed reports for every marketing asset (website / landing pages/emails/blog posts/social media), discover key trends in data over time, understand visitors’ behaviour and evaluate both the quantity and quality of incoming traffic. You can then add any report to your dashboard, track the most critical metrics in one place and share the insights and inferences.

Social Media Marketing

You can integrate all your social media accounts (Facebook, Twitter, LinkedIn, Instagram) into HubSpot and manually/automatically share blog posts, landing pages, and other content. HubSpot also gives you suggestions for the best times to post to ensure maximum traction among followers and you could also schedule content for posting at a later time. Social reports let you compare the performance of different platforms, campaigns, and publishing times, giving you a holistic understanding of what works for social media and what doesn’t.

Online Ads

Advertising is inevitable for brands, but how worthwhile are your online ad spends? HubSpot enables you to track the ROI of your Facebook, Instagram, LinkedIn, and Google advertising with precision, making it a tangible metric. You no longer have to squirm to justify your paid ad spend.

Lead Management

With HubSpot, you can access each contact's information, assess the buyer stage they are in, see every interaction at every touchpoint, and use the data gathered to create targeted campaigns that convert more prospects to actual customers. HubSpot allows you to track the number of leads that are being generated from organic search traffic, via the site as a whole, or via individual site pages, landing pages, blog posts and campaigns. So, it is possible to tangibly see how content strategy is increasing the brand’s search authority and how it actually contributes to generating real ROI. 

Going beyond, it is also possible to integrate HubSpot with salesforce.com, SugarCRM, NetSuite, Microsoft Dynamics CRM and a host of other software. HubSpot’s consulting services are widely renowned and the online courses and certification programs offered by their in-house resource academy are a treasure trove of information for the modern marketer. The HubSpot blog is a must-read feature in many marketing agencies, including at our Wisoft office.

Now that you are convinced about HubSpot as your go-to marketing tool, wondering how to get started? HubSpot offers a free version for smaller brands, but if you are looking to scale, you would be at an advantage working with an integrated marketing agency like Wisoft. As a HubSpot partner agency, we know what it takes to seamlessly weave HubSpot into our clients’ marketing strategy and our team of experts are adept at all things HubSpot. Call us today!

Marketing Automation

Topics: Marketing CRM

Mari Muthu

Written by Mari Muthu