Objective 2022: to become a human brand and close to its users. More than ever, the”Business First“is set aside a bit to make room for experience and the optimization of the customer journey.
Ready to go behind the scenes from Hubspot, the BtoB love brand par excellence? Alongside Julia Cames their Marketing Director. 3,2,1 let's go! 🥳
- 🎧 In podcast on this link !
- 📖 In the article below! ⬇️
Why is Hubspot a love brand?
Hubspot is a CRM coupled with software for marketing, sales and customer service teams. But it is also an expertise that accompanies professionals in their careers and helps them to increase their knowledge.
On their site, they offer a very wide variety of content that is accessible to everyone. Their objective is to understand the problems of their customers and the customers of their customers, and especially to support them on subjects as important as prospecting or the management of their marketing campaigns. Not to mention all the emerging topics like: Is TikTok right for me?
💡 Julia's best practice : “You have to be there for everyone with topics that allow you to train to do better and do well”. You have to understand the era in which we live: a very connected society and the era of the customer where the most important thing is to build loyalty by supporting your audience!”
💬”Avoid being in the noise! The health crisis has added more than 30% of communications, so how can we differentiate ourselves? It's thanks to the customer experience according to Hubspot !” Julia Cames, Hubspot Marketing Director
Hubspot, a CRM and what else?
“More than a feature, it's a value: alignment between teams“. For Julia, it is very important to know how to put yourself in the customer's shoes, but it is also essential to Understand what other departments in your company do. Feedback to sales or customer service provides ideas for marketing. And it's this alignment between teams that Hubspot offers.
🛠 CIn concrete terms, how do you align the teams?
What to avoid : avoid spredsheets or Googles docs that start with good attention but then nobody updates...
What is needed :
- a dashboard with a 360° vision of the customer or user, accessible to the marketing manager, the customer service manager and the sales manager.
- monthly meetings to take stock of actions that worked and those that did not.
💡 Julia's best practice : What makes the difference? It's the data. It is important to be able to segment this data and to have an attribution system. Julia explains to us her Service Level Agreement at Hubspot:
💬 “My campaigns should bring 60 to 70% of the deals made by salespeople. Through data, we show that what we do works! It's not just “pretty” campaigns created by marketing teams: they are above all effective ! The numbers allow sales teams to give us feedback on the topics that interest them, and especially to see that the campaigns are working!”
Inbound Marketing at Hubspot?
A few words about inbound marketing?
The DNA of inbound marketing It is better attract, interact better, retain better. We forget the standard emails to thousands of people, we have to use segments: when did we attract him? What did he click on? You need to create categories that are as useful for marketing as for sales.
The major concept of HubSpot with the inbound methodology is marketing automation. It is necessary to succeed in automating well to allow teams to take time on subjects of high added value. This is essential, in order to have a well-oiled machine behind you!
Looking back on your last marketing campaign?
🗓 background : seasonality is true, in July and August, we know that we are not selling.
💪🏻 Challenge : in a difficult moment, how do you continue to engage and create content that makes a difference?
💡 Solution :”Vacation books for professionals“.
- The media : on vacation we don't look at our professional emails or LinkedIn... So we maximized: Facebook, Instagram, Twitter.
- Key topics : Think about your personal growth for the new school year (for example: how to become a manager in 5 key steps).
- The message : my career is important to me.
😍 Result : Best opening rate in July and August with this innovative content concept.
💬”Why did it work? We were not in the “have to sell”... but in the “What do you want when you are on vacation?” It's the human side of marketing...” Julia Cames, Hubspot Marketing Director
How to create a community around a CRM?
“We all noticed that we were in a world of communications hype. Businesses need to refocus on audience issues (and not just on the product).
At Hubspot, we have a wide range of possibilities: a lot of teams use CRMs! We want to support these professionals: participate in their growth and refocus on the employee. That is why we offer certifications that are recognized for increasing knowledge on subjects.
Result? “We have retained happy professionals who, thanks to us, are progressing in their careers.”
💡Julia's best practice : certification for online prospecting for salespeople has aroused incredible enthusiasm, with + 60% on this training. Why? Because she was responding to a need !
The steps to become a strong brand?
- The values! At Hubspot, we want to convey a feeling of humility and empathy and be responsible for what we do: the culture code is an integral part of the strategy of the company we promote. We offer diverse content that speaks to communities. We're not in the business of massaging photos of 30-year-old white salespeople... And also we make sure that our blog speaks to everyone just like with Audio CTAs for the blind.
💡Julia's best practice : creating feelings of values that are conveyed on our content and networks: it builds loyalty! We are not only in the super product, but we are in a brand image!
- You have to be curious: Ask sales representatives what works and what problems come up again? You have to listen. We also have the NPS, we send regular surveys to our customers who give us feedback because we don't have the perfect knowledge!
💡Julia's best practice : we can do better thanks to our community if it feels listened to and has the means to feed back. Our customers give us ideas to evolve, they are the best placed to do so!
IN SHORT, to be a love brand do you have to?
- Create a content strategy where you respond to the problems of an audience, by creating campaigns, white papers... by highlighting your values and by really meeting the needs.
- We are in a performance strategy (Google ranking is important!) , but you can't just rely on that, because there's competition and it's expensive.
- Below these ads there is the organic reach. Google relies on keywords and traffic. By succeeding in being in the top 3 organic searches: you gain visibility and performance!
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