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How your CRM is the driving force behind your marketing strategy

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by June van der Weyden
Having a CRM system is essential in today's business landscape to remain competitive. Without a CRM, efficiently managing your business becomes nearly impossible. However, a CRM is more than just a digital archive for storing data; it is a valuable tool that puts the goldmine of customer information at your fingertips. Harness the power of this valuable resource to drive the growth and improvement of your business.

Dive into the treasure trove of information

Data is the backbone of a modern business, but information on its own is not worth much. To unlock the potential of data, it must be collected, stored, and analyzed correctly. By doing this, data can be transformed into valuable insights and opportunities for your business.

For example, knowing the names of all individuals who have shown interest in your business is useful, but it is even more valuable to understand who is ready to make a purchase and who is still in the exploratory phase. By better understanding the data of your target audience and applying smart analyses, you have the opportunity to send targeted, automated, and personalised messages to the right people at the right time. Moreover, this allows you to deliver your message in a less intrusive and more informative manner to your target audience. By using data correctly, you enhance your marketing efforts and enable your business to grow without much effort or irritation to potential customers.

Why traditional methods are no longer effective

The world of digital marketing has undergone profound changes in the last 20 years. GDPR, privacy rules, and discerning prospects have all had a profound impact.

Perhaps you recognize this:

  • Purchasing data lists
  • Massively sending emails with misspelled names
  • Unsolicited cold prospecting calls
  • Spam SMS messages from random numbers

Many companies are so focused on spreading their message as much and as quickly as possible that they sometimes forget that focus and craftsmanship are essential for creating effective marketing. It is important to realize that having a wealth of data provides powerful insights into the behavior, preferences, and desires of your target audience.

The Key to Successful Marketing: Putting the Customer at the Center

Marketers aiming to lead the way today strongly focus on the customer experience. By concentrating on the customer experience, marketing attracts attention and fuels sales. Sales engages customers and fuels service. Service ensures satisfaction and fuels back to marketing. All of this is only possible when the customer is at the center and managed in a CRM system. Few marketers have seamlessly integrated all their tools and tactics into one system, often leading to disjointed customer experiences, isolated data, and a lack of insight into what works. Experience-driven marketing is not just a buzzword; it's your secret to growth.

Personalised Experiences with CRM as a Source for Marketing

Marketing powered by a CRM system enables you to create personalised experiences on every channel. Personalisation is crucial for providing a great customer experience, especially in this competitive market where it's increasingly challenging to capture customers' attention. The more you personalise the experience, the greater the chance you stand out.

But what does true personalisation entail? It means, among other things, that the content on your website changes based on your data, and you send only emails that are relevant, ensuring alignment with what your visitor is looking for. It also means showing an offer related to the topic the visitor is interested in. Additionally, call-to-actions should be different for customers and prospects. All of this is possible thanks to marketing powered by a CRM.

The Three Paths to CRM Success:

It's essential to align your marketing message with the needs of your target audience. Here are three crucial steps:

  • Segment: Ensure your leads hear a message that fits their needs.
  • Contextualize: Clearly explain why your message is useful.
  • Personalise: Make your audience feel valued and loved by personalizing your message.

The battle for attention

The average consumer is inundated with promotional messages and sees between 1,000 and 5,000 ads daily.

Think back to the last time you were casually browsing your phone, maybe shopping online, checking social media, reading the news. How many irrelevant ads did you encounter?

"Only today - 50% off on all organic products!"

"Doors, doors, doors! Buy your doors here! Big doors, small prices!"

When your consumer feels your message isn't relevant enough, they'll disengage. This is why CRM is essential for modern marketing. If you don't understand your customer, you can't provide them with the right content at the right time. With data in your CRM system, you identify specific customer groups based on their needs, preferences, and buying behavior. This way, you offer them the right content at the right time and in a way that works for them.

More Effective Targeting with HubSpot Lists

With so many potential customers bombarded with ads every day, ensuring your message is relevant to your potential customers and aligns with their needs and interests is crucial.

An effective way to segment your database is by using HubSpot lists. With this feature, you segment your database based on the information you've collected, such as job title, company name, or website behavior. Moreover, these lists can be easily updated in real-time.

This allows you to set up targeted campaigns and send personalised messages to your target audience. For example, create a list of prospects who have visited your website more than once and send your potential customers a discount code to encourage them to make a purchase. By segmenting your database using HubSpot lists, you communicate more effectively with your target audience and deliver your message at the right moment to the right person.

Track How Visitors Use Your Website

In the world of marketing, everything revolves around understanding the needs and interests of your customers. By using personalised marketing campaigns, you address your customers in the right way and increase the chances of them making a purchase. An easy way to do this is by creating automatic tracking and tailored behavioral events in your CRM system.

With this feature, you identify customers based on their behavior on your website, such as viewing specific pages or performing certain actions. By capturing these behaviors, you develop targeted campaigns that address the individual needs and interests of your customers. By applying this in your CRM system, you better understand your target audience, resulting in more successful sales.

The Power of Context

By applying contextualisation in your CRM system, you increase customer engagement and the likelihood of conversions for your business. Imagine you have an e-commerce business, and a customer visits your website. By using contextualisation, you can collect and analyse data about the specific interests of that customer. Based on these insights, you can then show targeted recommendations, offers, or personalised content that align with those interests. This increases customer engagement and the chance that they will make a purchase or take a desired action.

Why is this so important for CRM effectiveness? The answer lies in the fact that customers today are inundated with information and choices. They have no time or patience for irrelevant messages. Contextualisation not only enhances the effectiveness of CRM, but it also builds sustainable customer relationships. Customers feel more connected to companies that understand and anticipate their needs. This leads to increased customer satisfaction, loyalty.

Build Campaign Triggers and Optimise the Buyer Journey with HubSpot

Understanding the buyer journey and delivering relevant content at every stage is the key to success in modern marketing strategies.

With HubSpot CRM, as a marketer, you can implement marketing automation and set up closely connected campaign strategies tailored to the journey of potential buyers. By tracking the actions, interests, and needs of leads, you can automatically trigger personalised emails and messages that align perfectly with their position in the purchase process. This is made possible by using HubSpot workflows and collecting personal data such as geographic location, demographic details, sector, and job function.

Imagine a potential customer in the awareness phase of the buyer journey. With HubSpot, you can immediately recognise this trigger and deliver focused content that highlights the pain points of your prospect, creating awareness around potential solutions.

As the buyer moves into the consideration phase, it's crucial to provide them with relevant information to help evaluate different options. With HubSpot, you can create detailed persona-based profiles and set up targeted campaigns to guide the prospect in decision-making.

Finally, when the buyer reaches the decision-making phase, it's time to convince them of the value of your product or service. With HubSpot, you can send targeted messages emphasising the benefits and unique features of your product or service.

Boost Your Marketing Impact with HubSpot Smart Content: Personalised Experiences that Convert

HubSpot Smart Content is a game-changer when it comes to the impact of your marketing efforts. Imagine being able to adjust various elements, such as images and text, based on specific data from your CRM. This allows you to customize the content of your landing pages to the individual needs and preferences of each contact. For example, you can show different images and texts for people in the construction sector than for those in the medical field. The result? A higher chance of conversions and better results for your marketing campaigns!

Instead of manually sending context-specific content to prospects, HubSpot Smart Content allows you to automatically customize your emails, landing pages, and calls to action. This provides a personalised experience that perfectly aligns with what your potential customers need at every stage of their buyer journey. By understanding which prospect needs to see your message, you reduce administrative tasks while simultaneously increasing your conversion rates. This means generating more revenue with less effort.

In short, HubSpot Smart Content is a powerful tool that enables you to communicate convincingly with your leads and optimize the results of your marketing strategy. Take control of your content and offer a personalised experience to your potential customer, inspiring them to engage with your company.

Customer-Centric Experiences Tailored to You

Where contextualization ends and personalization begins can be a gray area, so it's probably easier to think about it like this:

  • Segmentation: Who do we want to communicate with?
  • Contextualisation: What are we going to say?
  • Personalisation: How are we going to say it?

Personalisation ensures that the prospect feels like you are speaking directly to them at the moment they are most likely to want to hear your message. Contextual communication should be personal without being too intense, so it doesn't come across as intrusive. Customers want personalised information that is useful and provides value when they need it.

By leveraging the powerful tools and features of HubSpot, you gain more insight into your customer data and have the opportunity to offer personalised experiences. With HubSpot, you manage your customer profiles and contact information, gaining deep insight into the needs, preferences, and behaviors of your customers. Additionally, HubSpot's personalisation tools allow you to customize your communication based on the specific characteristics of customers. Customers feel valued and understood when they receive relevant and valuable information tailored specifically to them.

In summary, with HubSpot and a thoughtful marketing and sales strategy, you provide a customer-centric experience that resonates, engages, and inspires your target audience. By using the various powerful tools and functionalities of HubSpot, you enhance your marketing and sales efforts, leaving a lasting impression on your customers.

Your CRM as a Growth Engine

Your CRM system is the driving force behind the growth of your business. It is more than just a repository for customer data; it is a dynamic platform that enables you to gain valuable insights, develop strategies, and take targeted actions. With your CRM as a growth engine, you gather, analyze, and use your customer data to gain a better understanding of your target audience.

By leveraging the data in your CRM, you identify growth opportunities, discover potential trends, and optimize strategies. It allows you to focus your marketing and sales efforts on the right audience, increasing the chances of generating more leads and driving conversions. Moreover, the CRM system enables effective collaboration and communication within your organidation. With HubSpot, all your sales, marketing, and customer service employees work together in the same system.

In short, your CRM system is the engine behind the growth of your business!

Unleash the Power of Your CRM Triggers

Your CRM contains valuable data that allows you to personalise your communication. By using activity and engagement data, you can make the difference between a generic email and highly personalised messaging that perfectly aligns with the right moment.

Timing is everything: Smart triggers for effective communication

The use of CRM triggers enables you to deliver customised communication, provide relevant content, and increase the engagement of prospects and customers. This can lead to higher conversion rates, customer satisfaction, and business growth.

  • Use page tracking to make individual recommendations. By knowing which pages a contact has visited, you can make specific recommendations that align with the needs of your potential customers.
  • Consider showing relevant offers based on their browsing behavior. Use the acquired data to send personal messages. For example, send a birthday email or anniversary message. By using this data, you engage with your prospects and customers at relevant moments, increasing their involvement.
  • Delay actions in workflows until a contact responds or completes a specific action. With workflows, you can delay actions until a contact, for example, visits a webpage or fills out a form. This allows you to time your communication based on the interactions of contacts, providing a more targeted and personalised approach.
  • Adapt the language and tone based on customer preferences. By taking into account the preferred language and communication style of a customer, you can adjust your messages to provide a personal and engaging approach. This creates a better customer experience and strengthens the bond with your brand.

Applying one or more of these ideas will undoubtedly generate more revenue for your business in a sustainable and cost-effective manner. With the help of HubSpot's simple yet powerful and effective toolset, you can set up deeply personalised and contextual campaigns on a large scale.

So, don't hesitate and turn your entire CRM into a marketing machine!

Discover how to maximise your results through HubSpot CRM Suite.

Schedule a demo and learn in 30 minutes how to implement a data-driven marketing approach with HubSpot CRM Suite.


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