The HubSpot CRM Platform is a full suite of software built to power this inbound approach to help you — and your customers — grow better.
Let’s look at how your marketing, sales, service, and IT teams can leverage the HubSpot platform to achieve their goals.
Marketing, sales, service, and IT teams collaborate to remove friction in the buyer’s journey.
Ideally, your internal teams work together to support the inbound experience throughout the buyer’s journey, in a seamless way. But in reality, alignment and process inefficiencies lead to friction and a negative experience that your customers ultimately end up going through. Where do you see opportunities to improve?
Generate qualified leads.
Generate content, capture leads, and nurture them until they’re qualified and sales-ready.
Turn leads into customers.
Engage potential buyers, demonstrate the value of your offering, and close deals.
Convert customers into promoters
Resolve customer issues to ensure success that generates positive word of mouth.
Funnel to Flywheel: The Buyer’s Journey is Now a Circle
The flywheel is a model adapted by HubSpot to explain the momentum you gain when you align your entire organization around delivering a remarkable customer experience. With the flywheel, you use the momentum of your happy customers to drive referrals and repeat sales. Basically, your business keeps spinning, you align your entire organization around delivering a remarkable customer experience, and continuously produce happy customers. When you use the inbound methodology as a foundation, the three phases of your flywheel are attract, engage, and delight. By applying force to these three phases, you can provide an amazing customer experience.
The HubSpot CRM Platform
HubSpot’s all-in-one marketing, sales, and service platform provides you with the tools needed to build and grow remarkable customer experiences that help spin your flywheel faster. It’s all powered by the same database, so everyone in your organization — Marketing, Sales, Service & IT — is working off the same system of record. This allows for a smoother handoff between teams and results in a more delightful experience for your customers. Here are just some of the tools found in the HubSpot CRM Platform that your marketing, sales, and service teams can leverage.
All-in-one inbound marketing software that has everything you need to get found, engage new people, and nurture them into leads that sales will love.
A powerful suite of tools that gives you deeper insights into your prospects, automates busywork, and helps you close more deals faster.
Customer service tools to help you connect with customers, exceed their expectations, and turn them into promoters that grow your business.
Grow Better with HubSpot CRM
A suite of software that helps your business grow better by integrating every team’s tools, data, and processes.
Flexible enough for marketers–and powerful enough for developers–to create amazing customer experiences.
Account based Marketing (ABM) is voted as the best B2B marketing strategy that should be highly adopted. According to a study, 71% of companies reported that their ROI is definitely higher than with conventional marketing strategies. The focus of this strategy is to identify high-value target accounts, align both Marketing & Sales and create a personalized 1:1 approach.
Step 1: Identify your target accounts.
Let’s break it down in non-marketing lingo. The key driver of a successful ABM campaign is identifying and reaching the high-value accounts (not just individuals!). Instead of running broad campaigns across all your prospects, you are now only focusing on real qualified leads and creating a targeted campaign. Start off by going through your database in your CRM and single out these valuable target accounts (I’d be worried if you’re still using Excel sheets ?).
Step 2: Identify the stakeholders and influencers and their job functions.
We call it a target account and not target customers because we want to maximise our relevance and business value by involving all key stakeholders in the nurturing process. Each stakeholder plays a major role in the eventual decision making process of engaging with you. That means, we need to invest time and effort to learn more about your target accounts. All this information would help to create a personalised experience for each identified contact and tracking information. Be sure to tap into resources like LinkedIn Sales Navigator, Hubspot & Zoom Info for your research. Dig deeper & map it out!
Step 3: What’s in it for them? Learn about their pain points
It’s great that we’ve figured out who we want to target. But remember, why do they need you? Consider your unique selling point and the importance of why they should engage you. Again, you’ll need to spend time to understand their challenges and identify the gaps. It’s essential to leverage on all this information because you’ll be able to better position/upsell your business to serve their needs & be more resonating with them. ✅ You’re already forming a meaningful relationship.
Step 4: Get your A-team aligned
Now that we have all these data to get started, make sure your team has both Marketing and Sales people working together. This is a major key because we’re documenting, tracking and monitoring all interactions of the account using Account based reporting dashboards. The Sales rep can keep track of their KPIs whereas the Marketer can look into the engagement of each contact related to the account. PS don’t forget to document everything in your CRM!
To ensure we successfully execute an Account based Marketing campaign, we need to invest in planning and more planning. While mapping out the accounts may seem tedious and time-consuming, it sets a solid foundation for the nurturing and eventually becoming retained customers. ABM has been delivering the highest ROI of all this far.
? digitus is an expert in Account based Marketing and we’re here to guide you through each step for a successful marketing campaign, so get started with us!
Account Based Marketing (ABM) is a B2B Marketing strategy that is focused on accounts that will most likely be your ideal customers. It all starts with figuring out who your target accounts are instead of individual high-value prospects that you’re interested in.
ABM allows you to create a personalised approach for these target accounts by creating marketing campaigns according to the buyer’s journey to maximise your relevance.
How is Account-based Marketing different?
When you are creating a marketing campaign, the message you are sending out to a CFO of a large corporate organisation wouldn’t be the same as what an IT guy from a medium-sized company would receive. Account Based Marketing is a nurturing strategy that creates an almost 1:1 approach to the key accounts (based on persona, stakeholders, industry etc) in a targeted and personalised approach.
Fundamentally, a buyer will go through the different stages of Awareness, Consideration and Conversion in a marketing funnel. It is important that marketers are executing campaigns for prospects that are trickling down the funnel to finally become a lead.
For ABM, you start off in the reverse way. Rather than capturing a large base in the Awareness stage etc, you evaluate the customer profiles that you are highly-focused on. Through this ABM strategy, all communications and content that are shared is tailored according to the customer profile.
How does Account-based Marketing impact my business?
ABM is not a shortcut method to convert prospects into leads in the quickest way. Resources are efficiently allocated for creating personalised content and there needs to be a coherent collaboration between Marketing and Sales teams. It is crucial for both teams to have an aligned view of these target accounts and its progress.
As much as we are tempted to send the key persona accounts all your best content, it is best not to bombard them with marketing information and disrupt the consistent personal experience you’re trying to build. This is where Account-based reporting dashboards come in really handy. These dashboards are specific to the target accounts to track the engagement, milestones, progress and KPIs across the stakeholders.
Another main aspect is ROI. Through Account-based reporting dashboards, it is easier to evaluate if the time and effort put into a particular account is worth the return on investment (ABM offers higher ROI than other marketing strategies!). Following that, a decision can be made on future resource allocation for nurturing and converting the accounts. ABM is a B2B marketing strategy that involves a weighty amount of time and effort in creating an interest for the cherry-picked high-value accounts.
By forging a trusted relationship with these prospects, they are highly likely to be retained in your customer lead base.
Where do I start with Account-based Marketing?
If you want to get started with Account-based Marketing, our team of digital experts at digitus are ready to provide you with the best guidance. Contact us today!
Some multinational companies we have spoken to have told us that their digital marketing is led by their global team – and on that, they had to decline our proposal due to budget reasons.
This case appears way too common that we felt we needed to address to help remove the roadblocks of global businesses who are trying to thrive better locally, especially during these trying times when physical face-to-face meetings and traditional marketing events are all but impossible.
The most disappointing problem with global-led marketing
One of the most common disappointing mistakes with global marketing is not letting the local teams lead the way.
This is a mistake because local teams know the country in question better which could lead to better business results.
For example, some local teams feel that they have not tapped other marketing channels due to the lack of, or highly restrictive local marketing budget. This usually happens when the local team’s input is not considered when making strategic decisions on the onset, which includes whether enough budget is allocated for the target country.
Facts on local marketing
Before getting on why local marketing is important, here are some facts to consider according to this study:
- 72.1% of consumers mostly spend their time on websites in their own language
- 72.4% of consumers are more likely to buy a product with information in their own language.
- 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
- 9 out of 10 consumers said that, when given a choice of languages, they always visited a website in their own language.
- 42% said they never purchase products and services in other languages.
As the above stats show, the best way for global brands to market and drive revenue locally is to have a local marketing strategy.
A local marketing strategy takes language, culture, and market behaviour into account when communicating and engaging with your audiences in your target countries, while keeping your branding consistent – in your website, ads, and other media assets.
Too often, some brands – for example, a brand from Germany – believe they can enter Asian markets by following the same playbook that brought them local success.
The problem with that is that different Asian markets require different marketing approaches, as dictated by their own diverse local cultures and consumer behaviour. Meaning, if a brand enjoyed domestic success through direct marketing in Europe, this channel may not necessary perform as great in Asia.
Benefits of local marketing
Here is a list of benefits of local marketing:
- Better reach to the target audience
- Localisation extends brand reach and awareness. With localised content, you can reach more people in your target country by speaking in their own language. This helps your market entry and brand penetration.
- Localisation of content boosts SEO. Your website is more likely to be found in the local search results if your content is adapted to the context of the local market. That said, you should consider investing on content translation.
- Better engagement and connections
- By localising your website content and ad messages, the level of engagement with your prospective and existing customers will be higher. It shows that your brand cares about the local cultures and values.
- Localisation promotes personal connection, confidence, and trust to your brand. Your target local audience is more likely to trust your brand if you engage with them on social media. It also helps when locals can verify your business in the local market (for example, by having a local office or local aftersales support team).
- Better revenue
- With increased brand awareness and more engaged audiences due to localised marketing, you are positioned towards better revenue.
- Localised marketing in social media, for example, has resulted to 300% growth of revenue for some brands in the US. In some cases, localisation resulted to 70% increased in conversion rate.
What to do if your marketing is led by global
If you are part of a local marketing team and you want to propose better ideas to your global team, contact us and we’d be happy to give you the support you need.
We will help audit your digital marketing activities and investigate how you adopt localisation in your digital marketing – from social media content, to local SEO, to local PPC or any paid media advertising.
Local marketing is an area worth investing for as you adjust your focus on digital marketing in 2020.
In light of the ongoing pandemic, the overarching social media trend in 2020 is that brands will use this channel to update their fans about the changes to their business, and to help the community as people, who are otherwise outdoors on normal days, look for ways to connect and to be entertained digitally while staying at home.
This gives social media an important role in their media mix as digital marketers adjust their focus this year.
Beyond providing emotional support, here are some 5 social media trends we cannot ignore this year – in fact, we are starting to see some of them happening already:
1. TikTok will be part of social media strategy
The pandemic has further accelerated the growth of TikTok, a mobile app which lets users share short videos with music and filters. Already among of the fastest growing social media platforms last year, it has 800 active users around the world as of Feb 2020 and downloaded 1.5 billion times on App Store and Google Play, especially popular among teens. With its massive user base, brands will have to consider adding TikTok in their media mix this year.
2. Video consumption continues to boom
Staying at home due to lockdown means that people have more time to spend on their desktop/notebook computers or on their sofas to watch videos, especially long-form videos. And that’s indeed what is happening: a recent study has shed light that media consumption – especially online videos – has reached unprecedented levels during the outbreak. Brands that don’t create inspiring, entertaining or helpful videos in their social media marketing will clearly lose a massive opportunity to forge connections with their audiences.
3. Live streaming gets even more popular
Live streaming lets users and brands broadcast videos in real-time – enabling live conversations and deliver raw, unedited content about their products and services to raving fans in exciting ways. As one of the consequences of the pandemic, many businesses have “moved online” and jumped on live streaming bandwagon to conduct webinars, do live auctions or product demos, or to broadcast an event.
4. The rise of Augmented Reality (AR)
Although people interact less by far this year due to the pandemic, we expect to see more applications of Augmented Reality (AR) experiences which will boost engagement on social media. AR will be popular as social media users love to play with filters, a feature that brands can use to improve their offers and promotions. We will also see more applications of AR in the fashion industry where users can virtually “put on” a dress, which could influence purchase behaviours and promote impulse buying.
5. More powerful paid social media ads
The impact of excellent content on social media is limited unless it goes viral or if supported by paid social media advertising.
Paid social ads let businesses deliver the right messages at the right time and in the right context, exactly to their target audience. As seen in the previous years, paid social media ad platforms have become powerful and more sophisticated quite rapidly. More hyper targeting options, more ad formats and placements, remarketing features, and campaign automation will make paid social campaigns a must do for many businesses who want to succeed on social media on top of their organic postings.
Need to sure where to start? Contact us today to start influencing your audience’s path to purchase on social media.
No doubt, 2020 will be remembered as a year when everyone was forced to adapt to a new normal.
For search engine marketers, it’s also about the disruptions that occurred on Paid Search channel. As people behaviours change due to the pandemic, so do search behaviours.
Prospective clients are less likely to convert through their Google Ads during the outbreak –especially for certain industries – and are shifting their focus on organic search engine optimisation (SEO). This does not mean, however, that you should ignore PPC as a marketing channel.
Beyond the crisis, there are still major pay-per-click (PPC) trends we can expect for the remainder of the year:
1. Fewer Conversions for Most Industries – One of the immediate impacts of the pandemic on PPC marketing is the overall decline in conversions for most industries that do not sell essential products and services. As the situation is expected to prolong for months, conversion campaigns will most likely show poorer performance compared to last year. That said, brands can instead focus on leveraging Paid Search to stay connected with their audiences and for maintaining brand awareness.
2. Even More Google Ads Automation – As it was last year, automation features on Google Ads platform will continue to be rolled out in 2020 in a big way. By far, Google’s machine learning algorithm and automation features in areas of campaign creation and management, are helping PPC marketers to accelerate growth at scale and to focus on account strategic planning and expansion.
These automated features include smart campaigns, smart shopping campaigns, Dynamic Search Ads (DSA) and an evolving list of automated bidding strategies. Understanding how these features work, how much marketers should automate, and employing automated workflows as part of their PPC strategy will be crucial this year in staying ahead of the competition.
3. Increase in Cost-per-Click (CPC) – Increased competition on Google Search in 2020 and organic listings falling further down the search engine results page (SERP) means that the cost per click of search ads will be higher. The ongoing pandemic aggravates this even more. That said, PPC marketers should look at the bigger picture and respond based on where digital marketing should be focused during the downturn. It is necessarily to make adjustments to existing campaigns and minimise spends.
4. Video Ads are a Must – 2020 is the year when PPC marketers can’t ignore video as part of their PPC strategy anymore. Video consumption on mobile continues to grow more than 100% each year – especially this year, when many people are staying at home. Marketers can leverage YouTube video ads, for example, to improve brand awareness, engagement and loyalty, and even conversions.
If you want to stay ahead and effective with your Google Ads campaigns, you’ll need to keep informed about the latest PPC trends to know which optimisations and actions you should do to meet your business objectives.
Not sure about your PPC marketing? Contact us for a PPC audit or if you want to start running Google Ads for your brand this year.
We suspect that this is caused by the changes in searchers’ behaviour driven by the global pandemic, which caused nearly everyone to relook on their priorities, prompting many businesses to “shift online” and upload large amount of website content, and for search engines to adapt as well.
If website traffic is crucial to your business, we strongly recommend that you check your analytics today to see if you have been affected by this disruption.
What to do if you’re impacted:
- Run a site-wide SEO Health Audit to determine your website’s health score. We are currently offering this for free, so please take advantage of it. This process will highlight any issues present on your site that prevent it from showing up more on Google.
- Learn about the SEO trends in 2020 and focus on areas that matter.
- Understand SEO: find out why getting found on search engine means more revenue, and why marketers have shifted theirfocus on SEO as a long-term marketing goal, in preparation for the post-COVID economy.
- Monitor the ranking of keywords that are important to your business.
- Make your website better by ensuring that your content is trustworthy, expert and authoritative.
- Optimise for better user experience: make your pages load faster.
If you need any help on SEO, or on any digital marketing issues such as Return on Investment (ROI), optimisation of marketing costs, or shortage of staff, please let us know.
We are on a lookout for businesses who would like to succeed during this challenging period.
If you want your website to show up on Google and receive more traffic from its organic listings, you need to pay attention to the latest SEO trends.
As organic search is proven to be the top performing digital marketing channel last year, marketers have given a heightened focus on SEO in 2020, especially with the Covid-19 outbreak which disrupted not just offline lives, but also the performance of paid search campaigns due to drastic changes in online search behaviour.
Here’s what you should do to improve your SEO during the downturn:
SEO Trends in 2020
Optimise for Featured Snippets – As almost half of all searchers find what they are looking for in the search engine results pages (SERP), which result to zero-click searches, it is ever important to optimise your website for featured snippets to gain more visibility and traffic from SEO.
To do this, you need to conduct a keywords research and aim for question-type search queries, and focus on structured data markups on your website. It is worth noting that pages that get featured in Featured Snippets are usually already ranking on the first page of Google SERPs, so you might want to look into improving your on-page SEO as well.
Increase backlinks through reputable influencers – An increase in the number of quality backlinks from trustworthy and reputable sites help SEO. This year, more marketers are looking to partner with influencers and industry experts for SEO, especially as they also help generate traffic and amplify content reach in their own niches.
Optimise for Voice Search – Voice searches are expected to represent 50% of all searches this year, according to ComScore. This means that as more people search in the same way as they speak, you need to have matching content on your site that is written in a natural language form to show up on voice searches.
You can optimise for voice search by adding or refining your Frequently Asked Question (FAQ) sections in your products and services and optimizing for local SEO. Voice queries are composed of long-tail keywords, so they are likely to assist your visitors in the consideration stage, and help you drive conversions.
Optimise for landing page experience – Since Google implemented the Mobile-First indexing last year, pages that offer great content AND load fast, are given a ranking boost. To optimise for user experience, you need to regularly improve your landing pages and identify frictions that lead to poor user experience: making users to spend less time or worse, to bounce off your page. This could be because of issues on content quality, design elements, or your landing page’s loading speed.
Use more quality videos and infographics – The use of high-quality infographics and videos on top of written content is shown to improve user engagement, which are positive signals for SEO.
According to Forrester Research, video is 50 times more likely to show up on the first page of Google SERP than a web page with plain text content. As such, you should ensure that you include development of videos and infographics as part of your SEO content strategy this year.
Not sure where your website stands on SEO? Take our free SEO Site Health audit today.
A new survey reveals that marketing budgets are adversely impacted by the outbreak, yet their goals remain the same or up.
The question now is where to focus your digital marketing efforts during the downturn.
If you are facing this problem, here are some tips we’d like to offer you based on our market research:
Search Engine Optimisation
Most marketers say that Search Engine Optimisation (SEO) will be their primary focus during the downturn, so should you.
SEO was the top performing channel last year, and it will be the most important channel this year as well as more searches are happening, especially on desktop.
What To Do
- Invest on SEO during the downturn: take our free SEO Health audit to know where you stand in terms of SEO and content strategy
- Review your SEO strategy and check if you are working in the right areas of SEO
Pay-Per-Click /Google Ads
Prospective clients are less likely to convert through Pay-Per-Click (PPC) during the outbreak, especially if your business is in the following industries:
- Travel and tourism
- Bars and restaurants
- Events and conferences
- Building and construction
- Industrial and manufacturing
What To Do
- Reallocate paid search budget as PPC have become expensive.
- Get ready for daily management of your PPC campaigns.
- Contact us for a PPC audit on your ads and strategy.
Brands use social media to connect and help the community.
What To Do
- Review and update your social media profiles, if necessary. Reinforce in your messaging that you’re there to help.
- Maintain/boost brand awareness through paid social ads.
Use email to remind that you can still deliver products and services.
What To Do
- Do not promote coronavirus sales or deals.
- Do more in less time with email automation.
- Take advantage of free CRM tools (such as HubSpot) for your marketing.
We hope the above is useful and helpful to you.
If you need any support on digital marketing or specific issues such as Return on Investment (ROI), optimisation of marketing costs, or shortage of staff, do let us know.
We have a team of digital experts and freelancers to help you get through the downturn.