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6 Best Practices in E-Commerce Web Design

Successful businesses don't just have customers; they have loyal ones. However, reaching that point requires an intricate, multi-layered process involving different teams across the organisation. And while it's a challenge for every business to navigate the haze of data, fortunately, technology can help. This article discusses automation, CRMs, and how HubSpot can be the all-in-one solution to help you optimise your marketing efforts.

What is marketing automation?

There are marketing automation tools that can perform independent tasks. For example, with email services like MailChimp, you can create email drips that send customised emails depending on a user's actions. Meanwhile, social media scheduling tools can automate posting content on different social platforms. Although these tools can certainly help by taking repetitive tasks off your plate, you risk providing a disjointed experience to prospects and customers when automation tools aren't aligned with the rest of your marketing efforts. Instead of reacting to customers' unique needs and stages in the buyer journey, there's a tendency to use a standard playbook for similar customer segments. Learn how firms like Splash help businesses address this gap.

What is a CRM?

A customer relationship management (CRM) software is a tool that tracks all customer interactions with a business. This can include the following: Activity on the business website (pages visited, blogs read, product pages viewed, etc.)
Conversations with customer support, including email exchanges and calls
Engagement with social media pages
A CRM keeps track of all this data, allowing departments across an organisation – from marketing and sales to customer service – to have a holistic view of a prospect or customer, their customer journey, and transaction history with the business.

What is HubSpot?

HubSpot is a CRM, sales, marketing and service platform that serves as a comprehensive marketing solution for scaling companies looking to deliver the best end-to-end customer experiences. Its seamless integrations with various tools in your marketing stack make HubSpot an excellent vehicle to align your data, teams, and customers. These integrations ensure consistency in your efforts across marketing, sales, content management, and customer service, ultimately resulting in customer experiences that lead to lasting relationships.