A truly integrated marketing strategy requires an understanding of your content, customers, and revenue across all active areas. If you aren’t accurately tracking your efforts, you’ll spend more time justifying ad spends than actually strategizing campaigns. You may have an understanding of where your leads come from, but miss the more intricate details of your ongoing customer journeys. But what if you could refine and optimize your process with the tools you’re already paying for?
If you’re already using HubSpot as a service, you should be getting everything you can from it. From detailed lead tracking to better list segmentation and campaign management, there are a host of new and constantly evolving features that you should be paying attention to. Harnessing your CRM tactics won’t just improve your return on investment, it will also save you time and revenue through smart automation and integrations.
Improve your HubSpot marketing flywheels with these smart tools
Make use of the paid ad plugin to optimize your campaigns
If you’re a Professional or Enterprise user, chances are you already have the ads plugin installed. At the very least, it’s available to you.
HubSpot’s ads plugin allows you to see exactly where, how, and when a lead came in. This means you can track whether your Google ads are converting and how a customer found them. You can also determine what time of day is best for conversions, what platform, and what content. For example, if most of your high-quality leads come in just after 10 am, on Google, with your type A content, you’ll want to keep pushing that ad. Likewise, the ads plugin makes it easy to determine exit paths and better optimize your audience segments.
You can also use HubSpot’s ROI Calculator to track your ROI in paid campaigns. This feature gives you the ability to track metrics down to the grain, from conversion rates to lifecycle sales stages. You can easily visualize your data in detailed reports that analyze contacts, clicks, and impressions.
New event features can track offline conversions
Historically, tracking offline conversions was the white whale of B2B marketing. It was difficult to understand which parts of your flywheel were effective and which were creating exit points. But HubSpot’s latest B2B offline conversion tracker, dubbed the Ads Optimization events integration, has revolutionized the way you can monitor sales.
With this tool, you can easily track exactly where in the process your client was won or lost. You can also pinpoint offline sales to an original advertising source, such as Google or Facebook, which allows you to train these platforms on what a high-quality lead looks like.
Let’s imagine you just won a five-million-dollar retainer. Congrats! Time to celebrate. But, if you want to secure more deals of this calibre, it’s crucial that you tell Google how great it is and that you want to see more leads like this coming in.
Likewise, you can find out when a user became a lead, customer, or loss, and tell your platform how much that kind of traffic is worth to you. By leveraging the AI capabilities you already have, you can improve your ads and create stronger, more effective campaigns for your business.
Leverage lists for improved email marketing
Lists can be used to manage your client base, but you can also use them to win back lost deals.
Let’s say you lost a lead to a competitor and now they’ve signed a one-year contract, you should be adding them to a lost-deal contract list. You can then automate re-engagement emails ten or eleven months later when they are likely to be reassessing their current provider.
Lists are also helpful when improving your various customer journeys. Active lists can automatically populate when you know key information about your users. For example, the kinds of tools they use or the company they work for. You can then use this information to segment similar users and send customized content that fits their persona.
Use content tracking to collect better data
If you want a detailed perspective on the effectiveness of your campaigns, you can use tracking URLs to stay informed.
These HubSpot codes act as digital homing devices that track traffic from a campaign to a page. You can set custom parameters for what information you want to be tracked and how you want HubSpot to record it. For example, you may want to know how content A performs against content B, or if your campaign is more effective on LinkedIn than Google.
If you have multiple campaigns running at the same time and you want to know how each one is performing individually, use content tracking URLs to separate your incoming data. Even if you have one campaign that you’ve segmented to target two different audiences, you can track their traffic separately to see which audience responds better. If every piece of content has a HubSpot code attached to it, then you know exactly what’s working and what’s not.
Less effort, more growth
Remember that these tools shouldn’t be used in isolation: you need to be ubiquitous with your marketing tech and use it to its full potential. With the right automation, code integrations, and a commitment to tracking, you can easily scale your business without sacrificing time and labor.
If you’re still unsure if you’re getting the most out of your HubSpot experience, reach out. We are a HubSpot Gold Partner and we specialize in helping B2B business owners, like you, reach their full potential.
Chris Breikss, Founding Partner
Obstacles are like asteroids. Shoot 'em down and let's go to the moon.