HubSpot = Foundation of Your Inbound Marketing
Inbound marketing has been “the way” B2B marketers have been going-to-market for at least the past decade. And today, it’s still one of the few marketing strategies that fuel marketing-sourced pipeline, alongside demand generation, sales enablement, and account-based marketing. A term coined by HubSpot itself, it's the method of attracting customers and prospects with the use of tailored content.
Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.
With much of today’s marketing strategies needing more personalized and tailored content, it can only be made possible with a stellar CRM program that supports and tracks your buyer journey every step of the way. Not only is it the hub of inbound marketing, but it's also a leading CRM software and full stack application that connects your marketing, sales and customer service organizations. Through this connectivity and cross-functional collaboration, HubSpot can accelerate your marketing efforts across the organization.
HubSpot's CRM is everything you need for a deeper look into your sales pipeline, track your multi-channel marketing activity, and how those convert— all in real-time. Plus, it’s the one tool you can use alongside your sales and marketing teams for updated account and contact lists, for future prospecting and targeting.
Conversational Marketing Meets Inbound Marketing
To state it simply, conversational marketing is just a piece of your inbound strategy. Similar to email marketing and content marketing, it’s another channel you can use to create value. All while your prospect and customer is spending time there. It’s about meeting your buyers where they are.
Conversations have been a critical piece to the sales journey for years, and that will not change. However, the ability to open a space for 1:1 engagement at scale is pretty incredible.
You can use conversational marketing as the way to engage your buyers while you’ve got their attention on a website page, a product video, or even some content on your blog. You can use it to deliver tailored content to the right people at the right time.
Following HubSpot’s inbound methodology, you can set up that type of personalized content and conversations at engage and delight stages to further keep your prospects and customers talking to you.
With the ability to use conversations across multiple channels and mediums, you are giving your buyers the control to decide where and when they want to engage with you. The ball’s in their court as they make the ultimate decision. But it is up to you and your team to make the content compelling and discoverable.
Now that technology has enabled you to scale these 1:1 conversations, it’s become a must-have tool in every marketer’s inbound tech stack.
Connecting HubSpot to Your Conversational Marketing Platform
Now that conversational marketing technologies have emerged in the market, it’s turned into one of the most-used channels to capture a low-hanging pipeline from your website. Your CRM tools can determine how far and how well your conversations are engaged with; as they are the hub of your marketing and sales efforts.
Your CRM, in this case HubSpot, can accelerate the impact of conversational marketing platforms. By connecting the hub of your marketing and sales efforts in HubSpot to your conversational marketing platform, you can gage real-time intel on who is visiting your website, what they’re consuming, and initiate conversations right then and there.
Context is key for a successful, personalized conversation. Whether it comes from a simple name or their entire browsing history, it gives you that extra push you need.
Consider these two scenarios:
You walk into your favourite clothing brand and are met with a sales associate looking to help you on your purchase. You go here all the time, but every time you need to explain your needs. They do their best to understand and pair you with the outfit. You’d rather just walk around the store on your own and do it yourself.
Now imagine that the sales rep actually recognized you as a regular. They understood your preferences immediately without you telling them much. They knew the type of clothing you’ve purchased before, and directed you to their latest lines that would actually be something you’d wear. As the customer, you get what you need right away and there’s something like HubSpot powering the intel of the sales associate.
Context is the key differentiator here. With a CRM, you can have conversations with customers as if you were old friends. Pick up where you may have left off the last time they were on your site. Start the conversation off with their name to make it known that you care. Plus, use their previous web activity to determine what it is they’re looking for.
Chances are the majority of you are already using HubSpot, which makes them a no-brainer to pair with your conversational marketing platforms. Afterall, you want a powerful tool like HubSpot with all your marketing and sales data to be the crux of your conversational marketing programs.
HubSpot + Conversational Marketing = Your New Superpower to Make the Marketing-to-Sales Handoff in Real-Time
In your inbound strategy, the hardest (and most crucial) part is often the marketing-to-sales hand off. When you’ve perfected this strategy, the rest flows into place. Using HubSpot in coherence with your conversational marketing platform creates your new superpower—one that will allow you to make this hand off in real-time.
Think of it this way: when you route an MQL over to sales that you believe is a good-fit buyer, you want them to act on it as soon as possible. Any time lapsed is time wasted, and more often than not, it pushes your prospects to your competitors.
But if you leverage the power of HubSpot with a smart conversational marketing tool, they can form the ultimate superpower together:
Target Your Top Prospects and Most Engaged Accounts
To help you be more focused with the conversations you want to start, use your existing target lists in HubSpot to identify who in your CRM you want to engage further with. And when they’re on site the next time, a conversation will be initiated.
Initiate Personalized Conversations
HubSpot houses most of your customer data; from prospect to lead generation it's all there. The next time a lead lands on your site, leverage this data to deliver more personalized and targeted conversations for your leads on site.
Make the Handoff in Hubspot
With conversations happening in real-time, you want to make sure the hand off to sales is immediate. With HubSpot’s CRM platform - you can make the lead delivery using your existing routing rules. And then prompt the appropriate sales rep to jump on and continue the conversation.
Track Conversations and Conversions in HubSpot
You shouldn’t have to log into your conversational marketing platform each time to track and review progress. Through a strong integration with HubSpot, you can track conversations at the contact level, and measure how much the pipeline has been influenced because of it.
Conversational marketing is extremely versatile when implemented the right way. Adding HubSpot into the mix will only amplify its potential for you and your team, to conduct your marketing and sales strategies.
Aatharsha is the Digital Marketer at Insent. She loves creating B2B marketing experiences that help marketers stand out from the crowd and fill their funnel with qualified buyers.