Accelerate Your Marketing Automation Game with HubSpot Automation Platform

Marketing Automation:

Automating the Marketing Initiatives is essential for the marketers to automate the day-to-day tasks without the manual intervention. It's the technology that helps the marketers to strategize, manage and execute the marketing processes, multichannel campaigns, and full funnel marketing automatically. With Automation the businesses can target the audience who engages with the marketing contents, in Realtime and nurtures them to move through the funnel which we call as conversion stages.

Autoresponders, Nurture Emails, Lead scoring, Lead Assignments, can be automated with help of a workflow, which listens to the trigger set by the marketers, and set of actions to follow when the trigger is set to happened! It helps the marketers to save cost and time and improve overall ROI!

HubSpot Marketing Hub Platform:

HubSpot is one of the oldest, and renowned marketing automation platforms with user friendly user interface which offers free certifications and courses with HubSpot Academy and help marketers to learn the platform and grow as experts / consultants to integrate the platform with their business and implement digital marketing initiatives and best practices to their respective businesses. In this article, I will be explaining HubSpot Marketing Hub and the features available in the platforms, with real-time scenarios and best practices.

1. HubSpot Contacts Management:

In HubSpot, we refer leads as contacts. These are the individuals who interact with our business through various marketing assets, seamlessly entering the HubSpot instance. For instance, when someone submits a contact form on our website or landing page, provides contact information through chat flows, or engages with the Marketing AD's– they become valued contacts.

Unlocking the Potential of Lists

Lists play a pivotal role in organizing contacts, companies, deals, and other custom objects. Today, let's delve into the two types of lists that can transform your contact management strategy.

1. Static Lists: A static list comprises contacts who meet specific criteria at the time of list creation. Unlike dynamic lists, static lists do not update with new records that enter the system later. This feature proves invaluable for event-based scenarios. For example, marking contacts engaged in a webinar event helps verify attendees and registered individuals. Given the date-specific nature of events, static lists are highly recommended.
2. Dynamic Lists: Dynamic lists are automatically update as person records match predefined criteria, removing them when they no longer fits the bill. Dynamic lists shine when your audience regularly interacts month after month. Suppose you're a marketer keen to launch a dynamic email campaign, making sure that every form submitter is seamlessly added to the Campaign specific contact list. In that case, a dynamic list is your go-to tool for reaching out to new, engaged individuals.

Leveraging HubSpot Lists is essential for integrating them across a range of HubSpot marketing activities, like Marketing emails, Automated Workflows of Lead Nurturing Campaigns, Custom reports, and Ad audiences.

2.HubSpot Microsites:

A microsite is essentially a webpage, or a compact website designed to showcase a company's services, products, and events. It operates on a distinct secondary / sub domain separate from the primary one, although it includes links to the main website, functioning as a unique entity for the brand.

For instance, numerous organizations leverage microsites for focused marketing campaigns, delving into hyper-targeted industry trends and information for specific verticals, and promoting upcoming events tailored to particular regions.

The primary objective of a microsite is to actively engage audiences and guide them toward positive actions as defined by the marketing team.

Realtime Scenarios of Microsites for Marketing Initiatives

3.HubSpot Landing Pages:

A landing page is a webpage designed for gathering visitor contact information by offering valuable resources such as an eBook, whitepaper, or guide in exchange. Marketers employ HubSpot lead gen forms to seamlessly collect this information.

Real-time examples of using Landing Pages for Marketing Initiatives:

1. E-book and Whitepaper Promotion: A landing page dedicated to promoting eBooks or whitepapers redirects website visitors, encouraging them to engage with the asset. By submitting a webform, visitors gain access to Gated Content or Gated Assets, serving as a powerful lead generation engine for marketers.
2. Newsletter Subscription: Businesses effectively utilize landing pages to facilitate newsletter subscriptions. After the newsletter is published, interested visitors can subscribe through the dedicated landing page, interacting with the marketing call-to-action and submitting the required form.
3. Event Registration: Marketers leverage landing pages to create buzz around events, prompting engaged audiences to register seamlessly. These pages serve as a central hub for event details and registrations, streamlining the entire process.

When to use HubSpot Landing Pages:

Landing Pages stand out as invaluable assets for several compelling reasons:

• Boosting Conversions: Landing Pages serve as conversion catalysts, optimizing the user journey and nudging visitors towards taking desired actions.
• Targeted Insights for Target Audiences: These pages offer a treasure trove of targeted and valuable insights, providing marketers with a deeper understanding of their specific audience's needs and preferences.
• Subscriber List Growth: Landing Pages play a pivotal role in expanding your subscriber base, fostering a community of engaged individuals interested in your offerings.
• Elevating Brand Value: An effective Landing Page contributes significantly to enhancing your brand's value, leaving a lasting impression on visitors and reinforcing your brand identity.
• Adding Context to Service Offerings: By offering a dedicated space to showcase your services, Landing Pages provide context, clarity, and a tailored experience, ensuring visitors grasp the full scope of what your brand brings to the table.

4.HubSpot Workflows:

HubSpot Workflows serve as a dynamic tool for automating various actions triggered by user behavior on websites and marketing assets. Here's how they streamline repetitive tasks for both the Marketing and Sales teams.

1. Drip Campaign Subscriptions: Automate the process of subscribing users to drip campaigns based on their interactions with marketing assets, ensuring targeted and timely communication.
2. Lead Scoring Notifications: Receive internal notifications when a lead attains specific scores, allowing the team to promptly identify and prioritize high-potential leads.
3. Automatic Lead Assignment: Qualify and assign leads to the sales team seamlessly, ensuring a swift and efficient transition from marketing to sales processes.
4. Autoresponder and Welcome Emails: Engage users who submit website or landing page forms by automatically sending them personalized autoresponder or welcome emails.
5. Webinar Registrations: Streamline event management by creating new registrations on the webinar platform, based on the Event landing page form submissions.
6. Real-Time Engagement Notifications: Stay informed with internal notifications to the marketing team when existing leads actively engage with marketing content in real time.
7. Outbound Email Campaigns: Effortlessly execute outbound email campaigns triggered by list memberships, ensuring targeted outreach based on specific criteria.
8. Nurturing Email Sequences: Implementing a series of nurturing email sequences tailored for leads who have downloaded our marketing assets. This strategic approach ensures continued engagement and fosters a meaningful connection with our audience.

5.HubSpot Forms Management:

In the realm of marketing, HubSpot forms emerge as a pivotal tool for capturing valuable information from potential customers interested in your products or services.

When an organization adopts HubSpot, integrating forms across various marketing assets such as websites, landing pages, social posts and Marketing Ad's becomes a natural progression.

1. Salesforce Synchronization: This strategic utilization facilitates the seamless transmission of contact information to the automation platform as new contacts, synchronized effortlessly with Salesforce as new leads.
2. Organizing Leads in Centralized Location: The paramount advantage of incorporating HubSpot Forms lies in their automatic synchronization with the business's HubSpot Cloud instance. This translates to an efficient means for businesses to consolidate and organize their leads and contacts within a centralized location.
3. Progressive Profiling and Lead Nurturing: For instance, businesses can establish lead nurturing workflows that automate follow-up emails to form submissions. Additionally, the implementation of progressive profiling enables the display of different form fields for the returning visitors based on previously gathered information.
4. User Friendly UI with Drag & Drop Functionality: Notably, HubSpot's user-friendly drag-and-drop form builder empowers businesses to create forms swiftly and effortlessly, eliminating the need for coding or technical expertise. The innate functionalities of HubSpot Forms extend further, allowing the use of form submissions as triggers for automated workflows, lists, and internal team notifications.
5. Form Analytics - Tracking Submission Source Information: HubSpot Forms serve as a robust analytics tool, enabling marketers to glean valuable insights. This analytics capability aids in tracking the source information and cookies of users who engage with the forms.
6. Retargeting Marketing Campaigns: In the context of event landing pages, HubSpot Forms prove instrumental in tracking Landing page & Form visits. Leveraging retargeting campaigns with Marketing AD's Platform, helps businesses to strategically display ads to previously engaged ideal customers, enhancing the overall effectiveness of marketing efforts.

HubSpot Form Realtime Scenarios:

6.Call to Actions - CTA's

Call-to-actions serve as the catalyst that empowers marketers to transform visitors into qualified leads through personalized actions.

There are various templates available in HubSpot, which has been spread around Marketing Events, Marketing Contents, Lead Capture, Newsletters, click to chat, Articles, Offers & Notifications.

7.HubSpot Emails:

Types of Emails:

There are three types of emails in HubSpot:

1. Regular Email,
2. Automated Email, and
3. Blog/RSS Email.

Regular Email is employed when marketers need to send a one-off email to their target audiences, such as newsletters.

Automated email is utilized within workflows, triggered by specific actions. Examples include autoresponder emails and trigger emails.

Blog/RSS Email is designed to publish content once and send updates to blog subscribers.

Realtime Scenarios:

8.HubSpot Integrations:

Integration facilitates the seamless connection between two systems, enabling the exchange of data through functionalities such as creating, updating, viewing, and deleting information.

This streamlined connectivity not only saves marketers valuable time but also eliminates the need to log in to multiple applications for data management. For teams juggling different apps for email, ads, and webinars, integration becomes the key to organizing and consolidating all data within a single platform. The centralized nature of this platform ensures standardized data across various functions, establishing HubSpot as the ultimate hub for accurate and comprehensive information.

HubSpot offers a variety of integrations through its app marketplace, allowing marketers to choose the ones that align with their specific business needs.

Popular Integrations of HubSpot are as follows,

• HubSpot & Salesforce Integration
• HubSpot & Event Platform Integrations (Zoom, Evenbrite etc)
• HubSpot & Email Platforms (O365, Gsuite)
• HubSpot & Social Platforms (LinkedIn, Facebook & Twitter)
• HubSpot & Google Platforms (Google Ads, YouTube)

9.HubSpot Campaigns & Assets Associations:

In HubSpot, Campaigns are crafted to centralize all campaign assets and assess the overall performance of associated marketing elements. Streamline campaign management across various marketing channels, fostering collaboration among respective campaign and task owners. Additionally, it provides access to real-time campaign reporting for Realtime insights.

10.HubSpot Tracking URL- Default and Custom tracking:

Utilizing tracking URLs is essential for marketers, enabling comprehensive measurement of marketing campaign effectiveness by sending tracking data points to HubSpot for detailed reporting.

These URLs enable HubSpot to trace the campaign's journey to the specific page where the HubSpot tracking code resides. When visitors access the webpage link with UTM parameters, HubSpot captures valuable data on the traffic source. Tracking URLs find application across email, social, and ad campaigns.

HubSpot tracking URLs become particularly valuable when marketers seek to customize tracking beyond the native capabilities of Marketing platforms like HubSpot. In addition to standard UTM tracking parameters (UTM Source, UTM Medium, UTM Campaign, UTM Term, and UTM Content), marketers now incorporate customer ID, campaign ID and customized data's, into the URL for enhanced data customization, contributing to more robust reporting.

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