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How to Use HubSpot to Learn More About Your Customers

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At the June 8 Richmond HUG, Kristina Volovich shared tips and tricks on how to leverage HubSpot to gain insights on customers and prospects.

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How to Use HubSpot to Learn More About Your Customers

  1. 1. How to Use HubSpot to Learn More About Your Customers Kristina Volovich, HubSpot
  2. 2. Kristina Volovich Customer Demand Marketing @steeens11
  3. 3. Inbound Marketing Framework
  4. 4. So, how do we use HubSpot to delight our customers and prospects?
  5. 5. Key Tools to Use: •  Reporting •  Social Media •  Email •  Lists •  Campaigns
  6. 6. 1. Reporting
  7. 7. Reporting is more powerful than you think
  8. 8. Sources Reporting
  9. 9. Metrics broken down by channel
  10. 10. Carefully watch top performing blog posts and emails
  11. 11. 2. Social Media
  12. 12. Social Media use can reveal customer behavior
  13. 13. Monitor which channels drive the most customers
  14. 14. Pair Advertising with Inbound to Target Customers
  15. 15. Find out who responds well to targeted advertising
  16. 16. 3. Email
  17. 17. There are over 205 billion emails sent and received each day
  18. 18. Email metrics show how your customers are responding to your marketing efforts
  19. 19. Figure out what customers like by testing CTAs, copy, formatting and tone
  20. 20. Go one step beyond CTR -- what customers are clicking on?
  21. 21. 4. Lists
  22. 22. Great list segmentation is key to success
  23. 23. Ways to learn what your customers like & dislike: •  Content read (blog posts, ebooks) •  Pages they visit (landing pages, website pages) •  Emails they open and click on •  Events they register for •  Social Media channels they use •  Survey they filled out •  Webinar they attended
  24. 24. 5. Campaigns
  25. 25. Inbound Marketing is all about creating valuable and relevant content Content
  26. 26. When is the last time you ran a customer centric campaign?
  27. 27. Running a content campaign for your customers is the ultimate way to learn how they engage
  28. 28. QUESTIONS?
  29. 29. THANK YOU!

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