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Why is Marketing Hub important for an inbound business?
Learning new software tools can be challenging. And as someone who’s new to the HubSpot platform, you might find yourself asking the question, “What is a Marketing Hub?”.
First, a “Hub” in HubSpot terms refers to a group of tools in a related area of work.
At a high level, you can use Marketing Hub to host and optimize traffic to your website, nurture your contacts through tailored web and email content channels, and manage personalized relationships with them at scale using segmentation and automation tools. To tie it all together, you can use Marketing Hub’s campaign tool to plan, organize, and report on your asset performance so that you can assess your overall marketing success easily, without cobbling together reports from disparate systems.
So how does Marketing Hub fit within the larger context of the other Hubs? While Marketing Hub is used to grow your traffic, convert leads, and prove return on investment, or ROI, the Sales and Service Hubs work together with Marketing Hub to support the relationship management needs that correspond with the pre-purchase and post-purchase portion of the rest of the customer cycle, respectively.
Supporting all those Hubs, the customer relationship management database, otherwise known as the CRM, stores all your record information for contacts, companies, deals, tickets, and tasks so that all your Hubs use a single source of truth. This structure removes the need for integrations between tools and makes for easier reporting.
For example, a new contact could be created manually by a sales rep or through a support ticket form submission, and that contact’s information will show in the shared CRM contact database so that your Marketing Hub team will be able to seamlessly include sales- or services-generated contact information into their marketing efforts, and vice-versa.
This kind of shared information helps every team in your company align and have more personalized and meaningful conversations with your contacts.
How to navigate Marketing Hub
With Marketing Hub, you have the tools you need to launch effective marketing campaigns that attract, engage, and delight your customers. Let’s take a look at the specific tools that comprise Marketing Hub. Keep in mind, some of these tools may vary depending on your subscription type.
Effective lead segmentation and nurturing is at the core of every marketer’s strategy. And you have the tools to do both in your HubSpot account. To access these tools, navigate to the “Contacts” dropdown menu and then select “Contacts.” Here, you’ll see the data you’ve collected for each of your leads. If you click into a record, you’ll see information such as name or email address, as well as a record of each interaction you’ve had with them so far.
Using this information, you can segment these contacts into lists. The lists tool can be found by navigating to the “Contacts” dropdown menu and then selecting “Lists.” Using lists, you can create hyper-targeted segments to get your content in front of the right people.
But how are you going to deliver this content? That’s where your marketing tools come in. To access these tools, in your HubSpot account, navigate to the “Marketing” dropdown menu. Attract more visitors to your website using contextualized ads and social content tailored to the buyer’s journey.
Drag and drop your way to polished web pages, blog posts, landing pages, and email templates. Editing your content and modifying your designs is just as simple. And you’ll be ready for visitors from any device because your templates are responsive out of the box.
With the planning and strategy tools, create a content strategy that adapts to the way modern search works, and easily publish blog content without the hassle of formatting. Get real-time SEO suggestions, and publish to social media at optimal times to reach the right influencers and followers.
Using the lead capture option, design forms and calls-to-action your visitors can’t help but interact with – no coding required.
Next, let’s navigate to the “Automation” dropdown menu. Using workflows, create drip campaigns where you can queue up a series of emails that give leads everything they need to become paying customers. And every interaction with your content can trigger that perfect follow-up or next step automatically.
Finally, you can pull it all together using your reporting tools. To access your reporting tools, navigate to the “Reports” dropdown menu. This is where you’ll find the analytics tools to explore trends in your data as well as your dashboards and custom reports, where you can build and share your insights with your team.
And there you have it! With Marketing Hub, you have the tools you need to nurture your contacts through tailored web and email content channels, and manage personalized relationships at scale using segmentation and automation tools.