How HubSpot Can Drive Your Marketing Program 

By Sarah Asp Olson

As a digital marketer, data is your window into what your audience wants to see and hear from you. It’s what helps you make informed decisions about the type of content you create, who your audience is and where to invest your time and resources. You can use data to gain insights into your target market’s behavior, preferences and pain points and then customize your marketing strategy accordingly. 

To truly leverage the power of all that data, though, you’ll need a little help. There is no shortage of useful tools out there, but for the m3 team (and about 158,000 other businesses across more than 120 countries), the one that works best is HubSpot. 

HubSpot is a robust platform that can help you streamline your marketing activities, automate your workflows and provide actionable insights to inform your marketing strategy. 

According to the company itself, “HubSpot is a leading customer relationship management (CRM) platform that provides software and support to help companies grow better. The platform includes marketing, sales, service, operations and website management products that start free and scale to meet our customers’ needs at any stage of growth.”

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In this post, we’ll take a look at some of the top benefits of HubSpot across every aspect of your digital marketing strategy. 

Benefit: Contact and Lead Management

No matter the size of your business, your leads are your lifeblood. These are your not-quite-yet customers who you meticulously guide down the funnel and along the buyer’s journey. Using HubSpot, you can: 

  • Create and manage a centralized database of leads and contacts, capturing valuable information about each lead’s behavior and preferences. 
  • Add and store company and contact records in a centralized database. 
  • Easily log sales activities and interactions.
  • Track each contact’s path as they visit your website, open an email, click on a call-to-action or reach out for more information. 

Not only are all your contacts and leads in one place, but with HubSpot, you can also automate follow-up tasks and communications to keep your leads engaged and moving toward conversion — like automated email campaigns personalized for each lead’s industry, behavior and preferences. You can also schedule tasks and reminders to follow up with leads who have shown interest, ensuring that no lead falls through the cracks

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Benefit: Content Strategy and Creation

According to the Content Marketing Institute, the most successful B2B companies consistently create content across the following five formats: 

  • Email 
  • Social media
  • Blog posts 
  • Real-life and in-person events 
  • Virtual events and webinars 

HubSpot offers valuable data-driven insights that help you prioritize your content strategy, optimize your blog and social media presence and craft high-quality content that resonates with your audience. One of the platform’s most valuable features is the ability to track the performance of content pieces like blog posts. This gives you a wealth of information about what your target audience likes, which topics resonate and the content that drives them to act. 

Your content team can use these insights to come up with winning ideas, angles and approaches that will hit the mark. Then, content creators can craft pieces that are optimized for your audience, delivering the best content possible.

Benefit: Social Media Management

Social media is no longer optional for businesses serious about digital marketing. No matter your industry, your customers are on social media. The average adult spends 95 minutes daily on social media, and 55% of consumers learn about new brands on social media. 

HubSpot also makes it easy to manage your social media presence. You can draft and review social media posts across platforms, schedule posts in advance and interact right there on the platform. 

Then there’s the data. With all your socials in one place, it’s easy to see and compare how you’re doing. You can even select two posts for a side-by-side comparison of metrics like likes, shares, clicks, etc. 

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Benefit: SEO 

HubSpot helps you streamline your SEO efforts in a few ways: 

  • On-page optimization. HubSpot has an on-page optimization tool that suggests improvements to page titles, meta descriptions and content to increase relevancy for target keywords.
  • Landing pages. HubSpot’s landing page builder provides an easy way to create and optimize landing pages for specific keywords, which can improve search engine ranking and drive more qualified traffic to a website.
  • Blogging. HubSpot’s blog platform tells you what needs to be completed to align with SEO best practices. That makes it easy to implement a consistent strategy across the blog. 
  • Analytics. HubSpot’s analytics tools give insights into website traffic and performance, allowing B2B content marketers to track the ROI of their SEO efforts and make data-driven decisions.
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Benefit: Seamless Integration Between Marketing and Sales

HubSpot makes it easy for content marketers to integrate all the pieces of their content marketing strategy into one platform. This means less time spent switching between different tools and more time spent creating and distributing high-quality content. But HubSpot (like your business) doesn’t end with marketing. Another key benefit is the seamless integration between your marketing efforts and the sales team. 

With a shared database and common goals, sales and marketing work better together — HubSpot facilitates that. The platform provides a unified view of each customer and where they are in their buyer’s journey. This makes for overall better alignment between sales and marketing, ensuring leads get a consistent experience throughout their journey.

Lead scoring and prioritization tools mean fewer cold leads making it to sales before they are ready to convert. By aligning sales and marketing, HubSpot enables you to generate more leads, increase conversion rates and grow your business.

Read More: How Marketing Automation Benefits Sales

Benefit: It Rocks! 

That’s a direct quote from our SEO/PPC Manager, Rich Aviles, but he’s spot on. At madison/miles media, we’re a certified HubSpot Agency Partner (that means we’re trained in making the most of the platform) because we think it’s the best, most comprehensive tool on the market today. 

Basically, we’re HubSpot stans because the platform resonates with our organized data-driven approach to B2B marketing. Try it out and let us know what you think. And if you’d like some help getting started, we’re here to help. 

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Sarah Asp Olson

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