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HubSpot Marketers’ Favorite Integrated Marketing Campaigns

Integrated Marketing
July 14, 2020/by
HubSpot Marketers' Favorite Integrated Marketing Campaigns A tv show is returning, and I am pumped. "The Umbrella Academy" is a sci-fi show based on the comic book of the same name, and it's nothing short of fantastic.  Superheroes, comedy, a talking animal, and saving the world from imploding — what more could you want? When I first learned about the season, I was scrolling Twitter and came across the video announcement. I was stoked. A little later, I decided to check Facebook, and saw promo stills for the new season — only building my excitement. A couple of weeks later, I saw the official trailer for the first time on Instagram, and again on YouTube. Up until that point, I'd come across promotional content from three different channels for the new season. This rollout has become one of my favorite integrated marketing campaigns of 2020. The Netflix team is pulling out all the stops across multiple different fronts to keep users excited about the premiere. It's working for me — I can hardly wait. And in this post, we're going to go over other integrated marketing examples that were extremely effective for them. HubSpot's Favorite Integrated Marketing Campaigns Integrated marketing is any marketing campaign that uses multiple channels in execution. For example, you might see a popular new donut flavor in a commercial, then drive past the donut shop to see posters of the donut. And if you flip through Instagram...
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Integrations: The Newest Addition to Your Marketing Ops

Marketing and Sales Alignment
July 11, 2020/by
Integrations: The Newest Addition to Your Marketing Ops Marketing isn't just about campaigns, content, and creativity. There's a whole lot of "getting things done" that needs to happen behind the scenes for campaigns to roll out on time and performance to scale. This is where marketing operations comes in. Also called marketing ops or MOps, marketing operations is how a marketing team is run. It's the processes, technology, data, and people that power a marketing strategy. Of these key pillars of marketing operations, data sounds like the most abstract one. But getting the data right in your marketing ops is crucial. How do you do this? By cleaning, organizing, and enriching the data in every app as well as integrating data between your apps. An increasingly important role for any team or Marketing Operation Manager is maintaining data quality and connectedness. This not only includes marketing apps but also bridges to other departments in the organization. Let's dig into how to make this happen so you can scale the impact of your marketing ops. What Are Integrations? Integration brings different pieces of software together and enables their data to interact. When done well, integrations enable your marketing team to: Create the most holistic marketing ops strategy across your software ecosystem. Allow data to seamlessly flow between key platforms and enrich each one. Automate more tasks and free up time. Provide stronger customer experiences with more accessible and insightful data. Remove data silos and other barriers to...
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5 Creative Ways to Use Social Media Data as a Source for Your Content

Blog Post Topics
July 9, 2020/by
5 Creative Ways to Use Social Media Data as a Source for Your Content Creating powerful, newsworthy, and informative content is the goal, but it can be hard to achieve if it's not data-driven. After creating content for seven years, our team fully believes that having data as the driving element in your content campaign is the differentiator between good content and newsworthy, link-worthy content. Coming up with creative sources for your data-driven content can be difficult sometimes, especially if what you want to examine with your content can't be revealed through a survey methodology or an existing data set. There are hundreds of sources of data you can use to shape your content, but the type of data I'm focusing on today can be collected from scraping publicly available information from social media platforms. Social media platforms offer something unique that other data sources cannot. When you scrape a social media platform with intention, you have the opportunity to acquire massive amounts of information from real people, in a matter of minutes. With the right analysis, this information can glean insights into your topic of choice that the public wouldn't have otherwise known. Any new, surprising, or controversial information you infer from the analysis will have journalists begging to take the exclusive and cover your content marketing campaign for their publisher. In this post, I'm going to share five examples of social media scrapes that earned top-tier publisher press, and why they worked. But first — what does social...
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How to Master Website Personalization

Smart Content
July 9, 2020/by
How to Master Website Personalization In the summer, there's so many things I enjoy: The sun, the temperature, chilled drinks, BBC's Pride and Prejudice miniseries, but most of all … my summer subscription box. The seasonal subscription box I'm subscribed to gives me a little something extra to look forward to every couple of months, and the company has a knack for making me feel like a valued customer. In my opinion, it starts with the website. Every time I log on, the homepage is configured to my account, browsing history, and activity: The dashboard greets me by name and gives me an update about my next box, like when it'll be shipped. Next to that, I can look at order history and manage account settings. Underneath, I can look at what I received the previous season with the option to purchase something I really love. Websites that are designed to adapt based on previous behavior make me feel like a valued customer. Every time I visit FabFitFun, I know I won't have to follow multiple links for updated shipping information because it's displayed at the top of the page. This tells me that the company thought of a question I might have and solved for it beforehand. If you're one of the 63% of marketers ready to update their website, let's talk about an essential: personalization. Personalized websites deliver a customized experience to visitors. They configure based on a visitor's behavior on the website, demographics, and interests. 88% of marketers believe...
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A Look Back at How COVID-19 Impacted Businesses in Q2

COVID-19 Benchmark Data
July 8, 2020/by
A Look Back at How COVID-19 Impacted Businesses in Q2 Since COVID-19 was declared a global pandemic on March 11, businesses have had to reckon with its economic impact for over a full quarter. For the last several months, we've been publishing weekly cuts of data on core performance metrics, to provide business owners with useful benchmarks as they adapted to circumstances that were changing by the day. Now that businesses have closed the books on Q2, we wanted to take a step back and assess where our customers are, four months later. How does the state of business compare today to where it was in March? How have teams changed their behavior to adapt to the new economic climate? What's worked, and what hasn't? And what changes are here to stay? This retrospective takes a deep dive into buyer interest, marketing and sales outreach, and sales outcomes (spoiler alert: there's a lot of engaged prospects out there, but sales teams have work to do in capturing that interest). We examine how different industries, regions, and company sizes have been impacted by COVID-19, and offer suggestions for investments that make sense right now. HubSpot can't make predictions about what will happen, and nobody knows what the future looks like. But we hope this report from our customer base provides a helpful reference as businesses enter the next quarter, and that the insights are useful to you in some way. To explore the accompanying dataset on your own, you can...
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23 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More

Conversion Rate Optimization
July 8, 2020/by
23 Conversion Rate Optimization Tools for Research, Feedback, Analytics & More Believe it or not, driving traffic to your website — albeit challenging — isn't enough to sustain your business. In an effort to truly leverage that investment in traffic, marketers must use conversion rate optimization, or CRO, to convince said traffic to complete a desired action. In some cases, these optimization techniques might be as basic as changing the color of a CTA. In other cases, there's a lot more that can be improved. The list below outlines a ton of helpful tools for marketers who are looking to optimize their conversion rates. To help you understand which tools are used for what, we’ve also broken this list into a few major categories: Lead capture tools, research tools, analytics tools, mouse tracking and heat maps, feedback tools, and experiment tools. From high-level changes like landing page and email design and inspiration to in-depth insights on how your visitors navigate through your content, these tools will help you improve the performance of your site. Ready? Let's get converting ... Lead Capture Tools These are the tools that you will use to capture more leads on your site, thus improving your CRO. While most conversion-focused content has a built-in form or CTA, these tools act as additional lead capture mechanisms to boost the number of leads that convert on your content. 1. HubSpot Price: Free Picture Google Analytics meets SumoMe meets a CRM. Sounds cool, right? It starts with...
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Extended Marketing Mix: What It Is and Why It’s Useful

marketing budget
July 8, 2020/by
Extended Marketing Mix: What It Is and Why It's Useful Cooking is my favorite pastime. It's so much fun to find new recipes and learn about new ingredients. Plus, (usually) the results are delicious. Finding new recipes and ingredients is nothing short of delightful. One meal I love to make is grilled cheese — but not just any ole' grilled cheese. Instead, I use plant-based ingredients and add two condiments: butter, and mayonnaise (trust me). If I were making grilled cheese for me, I'd have to add some things. First, all of my ingredients have to be plant-based due to my dietary restrictions. Second, I'd add two more condiments: butter and mayonnaise (trust me). On its own, cheese and bread is a great duo. But with a few additions, a nice duo becomes an excellent mix — one that I'm always excited to eat. Like a perfect sandwich, every marketing structure calls for good strategies, or "ingredients," that make it great. Those "ingredients" are generally referred to as a marketing mix, and can be summed up in four categories: Product, pricing, placement, and promotion. While the marketing mix describes the basics for product marketing, it doesn't have room for services marketing. That's where the extended marketing mix comes into play. And, just like my vegan grilled cheeses, a few additional changes can elevate your service marketing structure to the next level. Here, let's dive into what extended marketing mix means, and how it can help Extended Marketing Mix...
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14 of the Best Meeting Scheduler Tools to Organize Your Day

Productivity
July 7, 2020/by
14 of the Best Meeting Scheduler Tools to Organize Your Day We complain about spending countless hours in unproductive and mismanaged meetings. But the greater crime is all the wasted time we spend scheduling the meeting. The endless back-and-forth communication and steps -- reviewing calendars, finding out the best place to meet, setting up a call-in number, adding the meeting to the calendar, and inviting all the necessary attendees. The process makes your meeting a hassle before it even starts. Effortlessly scheduling meetings without the annoying back-and-forth emails. Get free access to HubSpot Meetings here. Whether you're trying to find the perfect window of time to catch up with your busy team, or looking for the best way to coordinate with your clients, these meeting scheduler tools have you covered. Meeting Scheduler Tools HubSpot Arrangr Demodesk Rallly Assistant.to Calendar NeedToMeet YouCanBook.me Pick Doodle Calendly Clara Google Calendar Zoom 1. HubSpot A lot of meeting scheduler tools connect to your inbox, but what if you need your meeting schedule available in your CRM as well? HubSpot's meeting scheduling tool integrates with both your calendar and your HubSpot CRM, so setting up meetings with customers, prospects, or leads is a painless process. The Meetings tool provides users with a personalized booking link they can share via email to invite people to...
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How to Write a Request for Proposal with Template and Sample

RFPs
July 7, 2020/by
How to Write a Request for Proposal with Template and Sample Whether you’re working for a small agency or a major marketing firm, you’re probably eventually going to need to fill out a Request for Proposal, or RFP. Your company can’t do everything internally, and when your business needs to purchase a product or service from elsewhere, you might need to shop around. An RFP allows you to collect offers from various vendors and select the vendor that best meets your criteria, both in regards to skill and budget. Any time you outsource work to a supplier, there's a potential for issues such as miscommunication around the scope of the work and the compensation. What a good RFP does is eliminate gray area so that both parties understand what needs to be delivered, when, and for how much. RFP Template Here, we’ve provided an RFP template you can follow for initial structure, as well as a sample RFP for further inspiration. But it isn’t one-size-fits-all -- you’ll need to tailor your RFP to best articulate your company’s needs. Download this Template for Free RFPs come in all shapes, sizes, and visual formats depending on the needs of your company and the work that must be performed. At the top of a standard RFP, you'll find the following: Project Name or Description Company Name Address City, State, Zip Code Procurement Contact Person Telephone Number of PCP Email Address of PCP Fax Number The body of the RFP will...
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