Can you imagine sending an email to a lead, without understanding why they were interested in your company in the first place? Your email could be irrelevant to them, or not match up with where they are in their buyer’s journey. Even worse, it could come off as intrusive or annoying. It’s no surprise that irrelevant emails are one of the leading reasons why someone would unsubscribe from your email list.
Email marketing is powerful, but it becomes even more powerful when you properly segment your mailing lists and personalize your emails for each recipient. A personalized email will drive 18 times more revenue for your company than just a broadcast email to all your leads.
Personalization and segmentation can be difficult without the proper tools, but it becomes easy if you use a CRM. Email marketing tools and your CRM are the perfect pair. When marketers leverage their CRM, they ensure that every marketing message is tailored specifically to each recipient. To help every marketer create better marketing campaigns for their customers, we’ve added free email marketing tools to HubSpot’s CRM.
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Let’s take a look at all the marketing tools available in the HubSpot CRM and walk through how you can use them to grow your business.
Nurture leads Into Customers With Email Marketing + CRM
Email marketing is a quick and easy way to nurture your leads into loyal customers. It’s also extremely effective. 59% of B2B marketers say it’s their most effective channel in terms of revenue generation. But creating personalized email experiences is where you truly find success. 31% of consumers said they wished their marketing messages were more personalized. So how do you give consumers the personalized experience they’re looking for within your emails? You root your email marketing tool in a CRM.
Within the free CRM, you can send up to 2,000 emails a month. You build these emails using your HubSpot library of email templates that you can customize as you see fit using your drag and drop email editor in HubSpot. Personalize your emails by adding personalization tokens throughout the email, using any CRM property.
Want to check it out in your HubSpot account?
When it’s time to send, you can select any list of contacts to send or suppress from your email. Let’s say you have three different personas you market to. Using the HubSpot CRM, you can easily segment your contact database by these personas and quickly create three variations of your marketing email, each with a different message that you know will resonate based on the data you’ve gathered on your contacts over time. And because you're sending email out of HubSpot, you don’t have to worry whether or not your emails will reach your customers’ inboxes.
Send your email, or schedule it to send at a later time, and watch your email analytics come in. With HubSpot's free email marketing tool, you’ll get detailed analytics on your email sends' overall performance, as well as how individual contacts are interacting with your emails. Use this information to inform future emails sends and increase your engagement over time.
Build an Inbound Customer Experience
Using an email marketing tool that includes a full CRM ensures that your email marketing is personalized and takes into account every aspect of the experience a customer has had with your brand.
But the customer experience extends beyond just email.
The free marketing tools in HubSpot CRM give you everything you need to take ownership of the entire customer experience, including ads, forms, and HubSpot Conversations.
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Promote Your Business Using Ads
Ads are one of the best tools available to marketers who want to grow their business. In a recent internal study run by HubSpot, 95% of marketers surveyed said that digital advertising has become more important to their marketing strategy over the past two years. At the same time, many marketers find ads difficult.
They’re unsure if they’re reporting on their success correctly, and they're not sure if they’re targeting the right people with their ads. If you’re not using a CRM as part of your ads strategy, you're losing valuable information on your customers that can be used to inform everything from your ads targeting to your follow-up process. For these reasons, we’ve also added extended ads functionality into HubSpot’s free CRM.
Within the free CRM, you can now connect up to two ads accounts across Facebook, Google, or LinkedIn. Any leads that submit on a lead generation ad on Facebook or LinkedIn will automatically be brought in to the HubSpot CRM — eliminating the need to manually export and import lists of contacts between the networks and your CRM.
You can also create website audiences so that you can target ads at website visitors. Now, when someone visits your site to read a blog post you’ve written, you’ll be able to begin targeting ads at these visitors across HubSpot's supported ad networks to bring them back to your site and continue the conversation with them. Create Facebook lookalike audiences off of your website visitors, and expand your reach to people who are similar to people already interested in what your brand has to offer.
The real power of the ads tool in the HubSpot CRM is the level of insight it gives you into your performance. By connecting your accounts, you’ll be able to see how your ads are working to generate leads for your business and which channel is working best for you.
Let’s say you have both a Facebook and a LinkedIn ads account connected to HubSpot. Within the ads tool, you’ll be able to compare performance across both networks and allocate your ad spend accordingly to ensure you’re spending your money wisely. And unlike the networks, HubSpot will show you exactly which contacts have interacted with your ads — not just a lump sum number. With this information, you can start to better align your ads with the rest of your marketing, all within HubSpot.
Check out ads in your HubSpot account:
Fill Your CRM Using Forms and Pop-Ups
Once people land on your website, it’s important that you provide them with clear conversion points. Whether this is a blog subscription form or a pop-up that appears after someone has been on your page for longer than two minutes, these conversion points are essential to obtaining leads and growing your business.
HubSpot’s forms and pop-ups are easy to create, and they work on any website. If you already use another forms tool, you’ll still be able to bring data from those forms into HubSpot using HubSpot’s tracking code on your site.
Check out forms in your HubSpot account:
And if you’re a Wordpress customer, downloading the HubSpot Wordpress plugin is a quick and easy way to get started using HubSpot forms on your site. Once your site visitors have filled out your form, you can segment your contacts by any piece of information you’ve gathered on them. These lists of contacts can be used in your email campaigns or given to your sales team for direct outreach.
Engage With Your Website Visitors Using Conversations
Conversational marketing tools are one of the easiest ways to increase engagement on your site. Live chat gives site visitors confidence that they’ll find the answer to the questions they have, and studies show that using live chat can increase your conversions by up to 20%.
With HubSpot, you can provide your site visitors with an amazing live chat experience for free. Using Conversations in HubSpot, you can set up a live chat experience across your site. Visitors can speak with a member of your team or use bots to collect information and generate leads. These bots can gather contact information, book meetings between your site visitors and your team, or add contacts to a segmented list so that you can continue to nurture them further through other channels.
Try it in your HubSpot account:
You can get extremely targeted with where these bots appear. For example, let’s say you’re using a Facebook ad to drive traffic to a specific blog post. You can create a chat flow that will surface a very specific bot to anyone who visits that blog post from that ad, creating a more personalized experience for these visitors. And by using the unified inbox, your entire team will have insight into the conversations you’ve had with any site visitor or contact in your CRM.
Connect All Your Tools to the HubSpot Platform
HubSpot’s CRM is powerful on it’s own but gets even better once you’ve integrated all your tools with it.
We get it — you use a slew of tools to run your business. You have slack to communicate with your team and Hotjar to understand how your site visitors are consuming your content. HubSpot’s integration library contains a long list of tools that integrate directly into the free CRM. You can use data from all these tools to inform your marketing campaigns, segment your contacts, and provide your customers with a better end-to-end experience.
By rooting all your marketing tools in the HubSpot CRM, you’ll begin creating customer experiences that are personalized and contextualized for any stage in the buyer’s journey. Get started with HubSpot’s free CRM today, and see how you can use it to connect the dots between each of your marketing activities.
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Originally published Jul 16, 2019 8:00:00 AM, updated July 18 2019