From gut feeling to smarketing: get to know your leads better with HubSpot

From isolated to centralized data

Your mailing campaigns are sent from Mailchimp, you have various advertising campaigns running on LinkedIn and Facebook, you monitor your website traffic via Google Analytics… And if all goes well, you collect your customer data in your CRM tool.

However, all this data is scattered across different platforms, making it difficult to map out certain trends. Where does your lead come from? Which website page or social media post triggered them to download your white paper? But also: which channels or messages actually drive sales and revenue?

A marketing automation platform like HubSpot collects all this data in one central environment, connects it, and thus maps out the customer journey in the smallest detail. From cold prospect to the step of becoming an actual customer.

The result: everyone within the organization—business owner, marketing, sales, HR, you name it—can interpret much more clearly which campaigns are valuable and which are not.

Strengthen the bond between marketing and sales

While the marketing team’s goal is to generate as many high-quality leads as possible, the sales team naturally wants to maximize conversions. The more ambiguity there is around these processes, the more difficult the collaboration can become, as both teams often lack a lot of knowledge that the other team possesses.

For example, sales staff can see very clearly which conversion points and content work great or why certain leads drop out. But that information often doesn’t reach the marketer. A missed opportunity, because based on that, the marketing team could make its campaigns and content even stronger.

An example: the sales team of a traditional construction company sees sales fall sharply due to the growing popularity of timber frame construction. The marketing department could, in turn, respond to this by highlighting the many advantages of traditional construction methods compared to the disadvantages of timber frame construction.

The sales team could then learn more from the marketers about who those cold leads are or how they can prepare their sales meetings even more purposefully. Because the data and information that the lead in question has left behind often doesn’t reach the sales side if the communication between both teams is not up to scratch.

A tool like HubSpot puts an end to these data silos and ambiguities, and provides insights that can bring sales and marketing closer together. Smarketing, as they so beautifully call it today.

By making this valuable input visible, sharing it, and discussing it, you create better cohesion between the different divisions. And at the management level, you learn to make important decisions more thoughtfully and efficiently thanks to these new insights.

Is HubSpot right for your company?

Marketing automation makes the biggest difference when there are longer processes involved, when you are primarily a sales-driven company (B2B), and/or when you as an SME do not yet have a CRM system.

Also, when you as a company have a strong marketing mindset and encourage intensive collaboration between marketing and sales departments, the implementation of a tool like HubSpot is well worth considering.

Marketing automation doesn’t have to be limited to pure sales trajectories, by the way. You can also learn a lot from HubSpot within recruitment processes. What path has the applicant already taken on your communication channels? Which articles has your applicant already read on your website? What are they showing a specific interest in?

Onwards to a better understanding with your sales team!

As an official HubSpot partner, we set up your marketing automation trajectory qualitatively in terms of both technology and content.

But first: let us understand each other better. What does your sales process look like today? What are the main obstacles and missing links? During an initial deep dive, we will map everything out together. And then it’s time to grow. Contact us here!