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The Role of HubSpot in a Data Driven Marketing Strategy

Corrie Freudenstein, Head of Marketing, Leybold
Corrie Freudenstein, Head of Marketing, Leybold

Corrie Freudenstein, Head of Marketing, Leybold

Focus on Data and ROI: A Primary Objective

In today’s marketing world, every good marketer must also become a data scientist to some extent, to deliver maximum results. Whether applied to audience segmentation, lead scoring, predictive analytics, or measuring results, the tools used to enable a data-driven marketing strategy are critical for success. Marketing automation tools, such as HubSpot, are becoming more and more about supporting the overall customer journey and enhancing customer experience, rather than the previous tools which further siloed marketers from other areas of the business due to their complexities or narrow set of capabilities. While some marketers have successfully embraced this shift from traditional tactics like promotional materials and trade shows, others are still searching for the right way to modernize their approach. Embracing the availability of marketing and sales data that comes from the implementation of such tools and, more importantly, acting on data insights is what separates marketers who add value from those who deliver outstanding results.

When organizations are implementing tools like HubSpot, they should always keep the focus on customer insights and return on investment (ROI). In many cases, people from a traditional marketing background fail to focus on ROI because they concentrate on brand engagement vs. lead generation and closure. This disconnect in measuring success can often result in a lack of buy-in for adopting new tools and advancing an organization’s digital competency.

  When organizations are implementing HubSpot, they should always keep the focus on data and ROI  

Challenges in Implementing HubSpot

One of the major obstacles in implementing HubSpot is getting a corporate buy-in. One of the best ways to overcome this barrier is to start small. The most significant benefit that HubSpot offers is that its platform is very simple to implement and use, compared to some of the other similar tools, which require a substantial investment in onboarding and maintenance. Therefore, it allows users to test, learn, and scale rather easily. As an example, businesses that have a global, multi-branded presence do not have to onboard at the enterprise level to serve all internal customers at once. They can start small with one brand, in one region, and then expand to multiple brands and regions after showing success and impact to a segment of their business. This reduces the need for a large upfront investment to get moving toward a digital transformation.

Partnering with Agencies for HubSpot Implementation

HubSpot depends heavily on agency partners to implement and support the tool in the field. Without specialized partners, who also get the best pricing from HubSpot, a user may run the risk of overspending and extending what can be a rather quick onboarding process. Besides, having an agency as a conduit to HubSpot also ensures better support in addressing any problems with the tool, as well as providing opportunities to try new features. Hence, selecting an agency from the HubSpot partner directory is important, because the money you save with a good agency can sometimes pay for the agency’s support. Thus, greater ROI.

The right agency is the one that best meets the needs of the organization. I have worked with many different HubSpot agencies, and what I have found is that the culture of the agency and the business goals of an organization must be in sync with each other. An agency that can respond quickly and has a very nimble and agile approach is very beneficial for an organization just getting started with content creation and digital optimization. For instance, some organizations may have a flexible IT team, so there is no requirement for any technical support from the agency. However, if you need both technical and strategic support, it is important to find an agency that can support your mixed needs. Moreover, factors like scale and size should also be considered when partnering with an agency.

Technological Aspects in Integrating HubSpot

HubSpot relies heavily on website integration. It does not matter what platform your website is built on; HubSpot can be integrated into almost any existing or new web structure. However, it should be considered whether the website is in a position to host content if content will need to be hosted inside the HubSpot CMS. The other technological consideration is how customer data is stored. Regulations are consistently getting more restrictive on the uses of and how customer data is stored and protected. Stakeholders should ensure that there is a clear and well-documented data security policy and that they are well versed in the local requirements on data management, so HubSpot can be set-up in the most effective way to support this.

While HubSpot offers marketing tools, it also provides sales tools. If you are a mid-to-large size business that already has a CRM and does not opt for the HubSpot CRM, it is essential to document a clear lead flow process from HubSpot to your CRM to ensure that you can feed insights back into HubSpot and always be improving the quality of leads generated from marketing. In the case where organizations have no pre-existing CRM or an outdated one, HubSpot can often be implemented as an all-in-one platform. Then it is much simpler because you have all your customer and sales data in one place. HubSpot can connect all the dots, from driving brand awareness, to lead capture, lead nurturing, quoting, and even its newest function, service ticketing. HubSpot can give you a complete and clear view of the customer through every touchpoint in your organization should you choose to use it that way.

However, once you start connecting to other systems within your organization, understanding where to make data point connections so that you can comply with regulations and allow transparency to customer data processing is a serious concern that needs to be mapped out before it is implemented. But once done, you have the data at your fingertips to nurture leads and drive revenue growth.

Future of HubSpot: Advantages Guaranteed

With HubSpot, organizations will continue looking for ways through which they can store the entire customer lifecycle in one platform. As the world around us is changing backed by technologies supported with artificial intelligence and predictive analytics, it is essential to get a complete view of the marketing and sales activities to have a thorough analysis of customer behavior. You can then make smarter decisions for your business over time.

See Also:

Top Hubspot Marketing Agency Partners

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