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:
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.
How HubSpot can elevate your marketing efforts
Lead generation and keeping customers engaged throughout their journey is a common challenge for most businesses. On top of that, the digital world brings an overwhelming number of data sources that can be difficult to manage and utilise. Below are ways HubSpot can aid in this regard.
1. It helps show more relevant content to your customer
When your CRM and automation efforts are aligned, you can be more intentional with the content your audience sees. For example, if data suggests customers prefer ads veiled by mystery, you can assign a workflow with similar content to those customers.
From ads on TikTok and Instagram Stories to email marketing content, you can leverage information collected by your CRM to ensure you're providing the most relevant content at that particular stage in the customer's journey.
2. It can help you create data-driven, personalised workflows
Every online action performed by leads translates into a data point for your marketing efforts. It can tell you what questions they're asking and what they're looking for. However, with multiple data sources (search engines, social platforms, web activity, etc.), it's virtually impossible to keep track of all the data.
HubSpot can automate the collection of this information and analyse them to create workflows designed for a specific prospect or customer. To help you visualise how this works, consider this scenario:
As you can see, there's a difference between having data and being able to leverage the data into actionable steps. An all-in-one tool like HubSpot allows you to accomplish that.
3. It provides customer visibility to the entire organisation
In the sample scenario above, the visibility put on tap by the CRM fuelled the creation of the personalised workflow. This visibility can guide teams throughout different processes and individual campaigns by arming them with real-time information on leads and customers.
Besides streamlining processes and tailoring workflows, HubSpot ensures your messaging remains consistent throughout the customer journey. When your messaging is consistent, from content marketing to client-facing communication, it eliminates any confusion for your customers, resulting in better overall experiences.
4. It allows you to offer seamless omnichannel experiences
In line with the power of consistency and better experiences is the ability to do so wherever your customers may be. HubSpot's ability to automate targeted, omnichannel marketing campaigns allows you to provide the most relevant information when your audience needs it most.
Whether in a physical store speaking with reps, over the phone with customer support, or navigating the business website – a CRM empowers the entire organisation to offer consistently good omnichannel experiences. And when customers come to expect good experiences on every level, they don't just become loyal customers. They become advocates.
While automation has become a regular part of marketing, what's usually missing with scaling businesses is the integration of CRMs with automation efforts. If you still don't have a CRM in your marketing stack, analyse your processes and see if there are gaps and friction points that HubSpot can address. It can be the difference in shortening the cycles between marketing qualified leads to sales qualified leads.