HubSpot launched in 2006 as an innovative website platform for businesses. Today, the company has evolved into a leader in inbound marketing (a term its co-founder coined), delivering software solutions that help companies around the world attract visitors, convert leads, close sales and delight customers.
HubSpot describes its products this way: “Turn your website into a magnet. Create content, optimize it for search engines and share it on social media. Then engage your prospects with landing pages, calls to action, personalized emails and a personalized website. That’s how you market to humans. That’s inbound marketing.”
Marketers not yet using the platform often have questions about HubSpot and inbound marketing. This blog post answers many of their HubSpot questions.
Inbound marketing focuses on attracting customers through relevant and helpful content and adding value at every stage in a customer’s journey. Unlike outbound marketing, inbound marketing does not fight for potential customers’ attention. Instead, by publishing and distributing content created to address ideal customers’ problems and needs, companies attract qualified prospects to them. The four phases of the inbound process include:
An effective marketing program begins with knowing your ideal buyers in as much detail as possible. For example, you need to understand who they are, what job functions they perform, where they spend their time online, their professional priorities and what decision criteria they use. A buyer persona is a semi-fictional representation of your ideal customer based on real data and market research
While HubSpot coined the term Content Optimization System (COS), the company announced at the 2017 INBOUND Conference that its platform is, in fact, a Content Management System. CMSs help companies manage websites and blogs. The COS component of HubSpot software includes more marketing and sales functionality out of the box than other programs, including marketing tools to help manage analytics, social media, landing pages and calls-to-action. This makes HubSpot software basically a CMS on steroids. While these tools can be added to other CMS applications, they don’t always come standard like they do with HubSpot. It should be noted that in 2016, G2 Crowd named HubSpot its top CMS software, and was named No. 1 in both Market Presence and Customer Satisfaction with a total score of 87 out of 100.
Today, any company that is not firmly entrenched with another CMS application should consider switching to HubSpot to gain the many benefits of inbound support for the entire customer journey. For example, creating campaigns in HubSpot allows companies to easily organize and align marketing channels, making it easier to measure results. HubSpot has worked with hundreds of companies that have made the move to the sales and marketing software—with upticks in productivity occurring almost immediately.
Marketers run campaigns for many reasons, including launching new products into the marketplace, establishing expertise on specific subjects or trying to change public opinion on issues. Campaigns are important because they help entice and attract leads to offers. Further, they can help identify the offers most effective at generating traffic,
Simply stated, traditional marketing strategies and tools burden marketers with several challenges—including goal-setting support, stand-alone
Conversely, running campaigns in HubSpot gives marketers several powerful advantages—including goal-setting, centralized campaign management and easy reporting:
A lead is someone who has engaged in some way with a company. He or she could have downloaded a piece of content, attended a webinar or filled out any form. Once they’ve shown interest and made contact, companies leverage this activity into
Marketing and sales historically have had a shaky partnership. Salespeople claim not to feel the impact of marketing’s efforts; marketers often feel their efforts are ignored or overlooked by reps. But what if marketing could generate a higher level of demand for sales while giving the sales team the tools they need to follow up with prospects? HubSpot supports this ideal relationship—and, thereby, the sales phase of the buyer’s journey. The five topmost elements of the sales phase of the buyer’s journey are:
The word delight is not a fluffy marketing concept that companies can ignore. Delight is a competitive advantage for businesses. Achieving this stage of the buyer’s journey boils down to doing three things consistently well during the customer’s experience: answering their questions, solving their problems and helping them reach their goals. The two important elements of the delight phase of the buyer’s journey are:
One of the biggest benefits of being a HubSpot customer is access to all of the inbound marketing learning resources that HubSpot produces—from a team of experts to guide users in the HubSpot Academy, to the annual INBOUND conference, to regional HubSpot User Groups. Here are the many ways you can learn how to master HubSpot and inbound marketing.
One additional resource—Kuno Creative. If you have more questions about HubSpot and inbound marketing, contact us today and we’ll answer them for you. If you’ve already invested in HubSpot, find out how to maximize your ROI in our robust eBook.