by Ben Bywater on May 22, 2017 | Digital Marketing Strategy

Chances are you have heard of HubSpot, but what is it, exactly?

In a brief definition, HubSpot is an all-in-one marketing automation software package, which allows businesses of all sizes to manage their online marketing.

Like other marketing automation platforms, HubSpot brings together your digital marketing tactics into one platform for you to manage, distribute and review. However, unlike other marketing automation platforms, HubSpot has focused on keeping their platform user friendly and intuitive.

“The way people research and buy products continues to move towards the digital world which means that your website is the centre of your marketing and sales machine. HubSpot has built tools to help you attract more likely customers to your site and then help your marketing and sales team get as many of those people to become customers. We call it Inbound Marketing and Sales and it catapults your sales into warp speed.”

- David Shepherd, Sales Director of HubSpot

So, what can you do with HubSpot?

HubSpot gives you the potential to harness the inbound approach to marketing, to attract the right prospects to your business through the right tactics. Including:

To use HubSpot’s full potential, it is important to adopt the Inbound methodology – without going into too much detail, here is the Inbound Methodology in a nutshell:

HubSpot Methodology

Attract – The very first stage of Inbound is the Attract phase, this is where you need to create content, in the form of blog posts, videos, eBooks, white papers, and other forms of content that provide answers to the questions your ideal customers are searching for. You then optimise this content for search engines, send out emails to your existing database and share on social media platforms such as Twitter, Facebook and LinkedIn.

Convert – The next phase is Convert – once you have the traffic on your website, now you need to offer something in return for an email address. Larger content pieces or offerings driven by well-designed landing pages will help you to achieve this.

Delight – The last phase is to convert your leads into delighted customers by using all the information you have gathered from their interactions with your website and content to provide genuine solutions to their problem.

These are the three core steps to Inbound marketing, and HubSpot has been designed and built with this at the front of mind.

Beyond marketing

You may be wondering how it would be possible to know about all the interactions a prospect has with your website. Well, when combining the marketing capabilities of HubSpot with their CRM, you will have a complete contact record for every prospect that you have an email address for, this will give you smarter insights for your sales team and allow your marketing and sales process to be streamlined.

Here is an example below of a contact record may look like for you:

HubSpot Contact Record

As you can see, we are able to see the interactions this contact has had with emails being sent to him – including how many times it has been opened and if they have clicked on any links. Further to email interactions, when you integrate HubSpot with your website, you will be able to see the exact pages a contact visits, what forms they have filled out, you can even use video hosting platforms like Wistia to see what videos someone has watched, how much of the video they viewed and if they re-watched any sections of a video.

All these interactions will provide you with all the insights you need to address the pain points that a prospect may be facing, meaning you can provide them with the solutions they need before they even need to tell you.

So, what is HubSpot? HubSpot is what will allow you to use smarter marketing to achieve your business goals while delighting prospects and customers in the process.

Where to from here?

This article is really only just scraping the surface of marketing automation. But as a HubSpot Gold Partner based in Sydney, we have used HubSpot to transform our own business and if you think that HubSpot could be the solution to increase the quality and quantity of leads you generate through your website, then we are happy to chat.

Get in touch with the Rocket team today and start winning with HubSpot!

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