Richmond HUG Event Recaps

Richmond HUG 6/8/16: Use HubSpot to Learn More About Your Customers

[fa icon="calendar'] Jun 27, 2016 10:23:19 AM

On June 8, our colleague (and dare we say, now friend) Kristina Volovich shared valuable insights on how to use Hubspot to solve critical marketing problems and delight prospects and customers. From using the software’s built-in reporting capabilities to monitoring social publishing performance, there is a lot you can do with HubSpot to gain intel on your prospects and customers to hook them into championing your brand.


Here are some key takeaways from June’s Richmond HubSpot User Group meeting:

Analyze Your Prospects and Customers With HubSpot Reporting

HubSpot has powerful reporting capabilities that you can use to analyze the success of your campaigns and overall marketing efforts. The sources report is a must-use tool that allows you to determine where your traffic is coming from, discover how your prospects are finding you and identify areas of opportunity. With this report, you’ll also be able to understand how well each channel converts your visitors to leads and ultimately which sources you should focus on for maximum ROI.

Kristina also reminded us not to neglect HubSpot’s marketing dashboard. This dashboard quickly gives a snapshot of your top performing pieces of content by views and conversion rate. You can see what made these emails, landing pages and blog posts so successful by clicking into them for further analysis.

To really get the most out of reporting, you should check these dashboards and reports regularly (at least once a week, or whatever makes most sense for your company).

Understand Customer Behavior by Getting Social

Kristina talked about the undeniably strong presence of social media in our lives today. Your customers are no different, and they often use social media to follow conversations and brands that are important to them (but you already know that). When you publish content on social channels through HubSpot you have the ability to monitor which channels drive the most customers over time to help you pinpoint which channels to focus on when speaking to your customers.

HubSpot has recently come out with an Ads add-on that allows you to pair advertising with your inbound marketing efforts. While advertising is far from inbound’s principles of attracting customers without being disruptive, when paired these two marketing tactics can complement each other very well. HubSpot’s new ad platform allows you to create ads within HubSpot, analyze your advertising efforts and understand which customers respond well to advertising.

Leverage the (Still) Powerful Email

Email is not dead. In fact, in Kristina’s presentation she asserts that there are over 205 billion emails sent and received each day. That presents a huge opportunity for companies to reach and capture the attention of prospects and customers. But, as we all know, no marketing effort is complete without measuring its performance. Thankfully, HubSpot allows you to do just that.

Using the email dashboard you can easily track delivery rates, open rates and click-through rates to determine the effectiveness of your email strategy. HubSpot even allows you to get a step further than click-through-rate and see what your customers are actually clicking on.

With all this data in your hands, you can test out call-to-actions, copy, formatting and tone to see what resonates with your prospects and customers. Testing different ways of communicating to your customers via email is a must to retaining and engaging your customers, so keep this in mind when developing your company’s overall content strategy.

Focus on List Segmentation to Properly Target Your Messaging

Learning about your customers likes and dislikes is key to properly targeting your messaging. Take the time to dig in and see what webinars your prospects attended, which emails they’ve opened and clicked on, what content they’ve read, which social media channels they use and more. Identifying their likes and dislikes can help you identify criteria that allow you to build lists smartly.

Use smart lists (lists that are automatically refreshed in HubSpot) to group customers by buying cycle stage and further analyze their behaviors, likes and dislikes. Properly building out these lists can allow you to develop targeted campaigns to help nurture prospects further into the marketing funnel or even delight existing customers into becoming passionate brand advocates. Which brought Kristina to her next point …

Don’t Forget to Create Campaigns in HubSpot

As a HUG member you should know that inbound is all about creating valuable and relevant content. But how useful is the content if you don’t deliver it to the right people? Kristina asked us to think about the last time we delivered a customer-centric campaign. More than likely we get trapped into the cycle of creatings campaigns based on a certain goal or initiative we want to attain without really making it about meeting the needs of our customer. Creating a customer-centric campaign is the ultimate way to learn how they engage, and if you surprise and delight them along the way that’s great too!

For more information find Kristina’s complete deck below.

Richmond HUG: How to Use HubSpot to Learn More About Your Customers

We hope you enjoyed this recap and that you’ll join us at our next HUG meeting on September 28th, where we will cover on-page SEO best practices.


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Topics: Marketing, Inbound Marketing, RVAHUG Meet-Ups

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