Marketing Automation and HubSpot: 7 Ways It Can Benefit Your Company

HubSpot has been a recognized leader of the inbound marketing movement since 2006. Kissmetrics says, “If you’re a SaaS entrepreneur and need a company to look up to and learn from, HubSpot is one you may want to study. The people at HubSpot maintain steady growth every year, have a great product and an awesome culture, and run a popular conference.”[1] The third largest marketing automation vendor, HubSpot was ranked as the single best marketing solution in bringing all the tools together.”[2]

This all-in-one approach means Workflows doesn’t always perform as well in some areas as specialized products. Yet this HubSpot automation solution’s benefits balance significantly to your favor, especially if your company is smaller. This is a company that’s grown from three customers to 10,595 in seven years using their own tools.[3]

Let’s look at the key ways turning to HubSpot for marketing automation can benefit your company.

1. HubSpot’s Marketing Automation Builds Email Lists.

Many other lead nurturing solutions focus on email and list building, and HubSpot has proven its expertise at giving you the tools to grow a robust list. Their form-building tools help convert interest into action. Behavior tracking, lead categorization and list analytics all help you grow your list.

However, list building is only one aspect of nurturing leads. You also need responses from prospects to trigger internal notifications.

2. HubSpot’s Marketing Automation Delivers the Power of Differentiation.

Differentiation plays a key role in successful lead nurturing. For example, if someone clicks on a video in an email, the ability to trigger a response within your organization is vital to nurturing your potential customer. Automating this response ensures sales personnel spend their time primarily upon the warmest leads.

Watching a video could trigger an auto-response email written specifically for that video. It could recommend additional videos or marketing collateral as well as an invitation to ask questions of a specific sales team member.

It’s always a good practice to invite leads to sign up for an account, though avoid making membership mandatory to view your website. Wary customers may refuse, and you’ve lost business and leads.

Once you’ve captured account information, Workflows enables differentiation on your website. Deliver customer specific information based upon positioning within the sales funnel and previous actions on the website. Customers love to see at a glance what information is most likely to provide the answers they are seeking.

3. HubSpot’s Marketing Automation Makes Scoring Leads Simple.

Ongoing scoring of leads ensures prospects move deeper into the sales funnel as their interest level increases. HubSpot’s solution also enables contextual segmentation so you aren’t limited to one funnel. You can build separate funnels for each product or service you provide.

4. HubSpot’s Marketing Automation Enables Seamless Campaign Switches.

When a prospect reaches specific points in the funnel, switching your customer to the next level ensures the right action. For example, requests for certain materials or watching specific videos could trigger the shift to a higher level of engagement—direct sales contact possibly. Failure to respond to invitations for more information on a topic could likewise trigger a change in the content offered and/or a decrease in the number of emails.

5. HubSpot’s Marketing Automation Links Marketing Channels to Each Other.

In marketing, silos are devastating. Information disconnect between marketing channels chops a brand into disjointed bits your potential customers can’t make sense of. Workflows + solves this problem by making it easier to coordinate email series, website experience and social engagements for each contact.

Another benefit of linking channels is the flexibility it gives you to leverage different lead nurturing venues. Buyers receive so much irrelevant email your messages may never even see the inbox. One accidental delivery to ‘junk mail’ by Google—overlooked by your prospect and deleted—may ensure every email that follows never experiences eyeball contact. However, if you also interact with potential buyers on social media and personalize their experience on your website, more customers will flow into your funnel.

6. HubSpot’s Marketing Automation Smart-Updates Contact Information Across Platforms.

While it’s a solid platform in its own right, Workflows compliments Salesforce.com. Automate addition of contacts to campaigns directly from forms. Eliminate the costs of double data entry.

7. HubSpot’s Marketing Automation Provides Effective Analytics.

Without the ability to track what’s effective and what isn’t, it’s gambling to change what you’re doing. Response rates for different campaigns provide insights into how to set up even better lead nurturing campaigns. Analytics can also help you spot campaigns which bring in low quality leads.

These seven benefits of using marketing automation may not be unique to HubSpot, however the real proof that these tools work is seen in the staggering profit growth of the company. They went from $2.2 million in 2008 to $77.6 million in 2013.

They truly know how to use marketing automation to fill a sales funnel. Consider learning more about what Workforce could do for your business.


 

[1] https://blog.kissmetrics.com/hubspot-marketing-culture-sales/

[2] Schaeffer, Chuck. "HubSpot Marketing Software Review—An Independent Marketing Software Analysis". CRMSearch. Retrieved January 27, 2014.

[3] https://blog.kissmetrics.com/hubspot-marketing-culture-sales/