The Marketing Hub and CRM platform are two powerful tools from HubSpot, but you can only get out of them what you put in. To make sure you are setting yourself up for success, take the time to get to know the key features and then set them up to meet your needs.
HubSpot CRM
In your new CRM, get familiar with the different filters and views you can use to organize your contacts and see important information at a glance. Then, take it a step further by creating Lists of your key segments to easily find contacts who match a series of conditions. These lists will be great to use for audiences in future paid ad campaigns and email campaigns!
Take some time to review the default properties that HubSpot includes in their CRM like email, company name, phone number, and the range of other properties that HubSpot captures. Then add the custom properties that fit your needs, either by creating them, or by adding them to the lead forms you can build in the Marketing Hub.
Finally, if ABM (Account-Based Marketing) is interesting to your company, set up the Target Accounts section of your CRM that lets you build company profiles and cater your marketing to the strong fit companies your organization has identified.
Don’t miss our What’s Blooming episode with HubSpot’s Alex Brustowicz where we discuss ABM marketing in more detail!
Once you’ve calibrated HubSpot to your needs, it’s time to map and import your existing contacts. You can use HubSpot’s Operations Hub to import your contacts directly from your existing CRM, or prepare an import file and upload your contacts.
Marketing Hub
The Marketing Hub is where you will get to have some fun building out acquisition and lead nurturing assets. Here you can connect your Google Ads, Facebook Ads, and LinkedIn Ads account for streamlined management and insights, you can also connect your Twitter, Facebook, Instagram, and LinkedIn organic accounts, and build out Landing Pages, Blogs, CTA Buttons, Lead Forms and Email campaigns. All this in one handy hub!
Start by connecting your ad accounts and social media profiles, and then set up HubSpot tracking, tracking URLs, and lead syncing. Making these connections will open up a world of possibility and streamline your marketing ops, if done correctly you’ll have access to valuable attribution data, easy contact imports through Facebook and LinkedIn Lead Generation Campaigns, and audience building capabilities, such as creating segments of your most qualified prospects to use for lookalike audiences.
Next, build out your lead capture assets: landing pages, blog posts, CTA buttons, and lead forms to start generating valuable contacts. While there are ways to build out all of these assets using other tools and integrating them into your HubSpot setup, you already have them all at your fingertips in the Marketing Hub and can weave them together into a robust Marketing Ops foundation.
Finally, use Workflows in your Automation section to build out multi-step email marketing campaigns. HubSpot allows you to set up complex workflows that can be triggered by just about any event a user can take, such as filling out a specific form, on a specific page, after interacting with a specific ad campaign. This lets you automate a process that will send highly customized emails to your prospects so that you can delight and amaze them.
With all these tools working together, you can build out an automated marketing journey that is easy to analyze and adjust for best results.
HubSpot Reports and Dashboards
Take your marketing ops one step further by building out custom reports and dashboards in Hubspot to track your performance. Here again HubSpot has hundreds of out-of-the-box reports that you can add to your dashboards which allow you to track all sorts of useful data, and you can also build your own custom reports if you don’t find exactly the data you’re looking for.
Some of the most useful ready-made reports from the HubSpot report library will help you visualize data such as:
- Contacts by Original Source
- Contacts by Marketing Funnel Stage
- Website Traffic segmented by Source
- Conversions by Contact Form
By grouping the individual reports that you find useful into a dashboard where you can view them all at once, you can use HubSpot to keep track of your growth and tell the story of your marketing performance over time.
Ready to get started on Hubspot? Get a custom proposal for all your inbound marketing and account-based marketing needs or learn more about our inbound marketing services here.
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