HubSpot is an inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers. It allows you to cover most marketing tasks all in one place.
- [Instructor] There's two aspects to automated marketing, personalization and execution. So really, you need to develop the right message and then deliver it. Now the best way to personalize is through agile marketing. So this is testing ideas with your customers and iterating them, but that can be incredibly difficult when you consider the fact that a truly personalized offer is going to cross various formats, channels, touch points, and so on. Now there's a handful of tools on the market that support this level of personalization mixed with automation.
Now for this course I'm focusing on HubSpot and if you're not familiar, HubSpot is an inbound marketing and sales software that helps companies attract visitors, convert leads, and close deals. Now it allows you to cover most of your marketing tasks in one place. You can create your content, optimize it for search engines, and share it on social media then you'll engage your prospects with landing pages, calls to action, personalized emails, and even change the content on your website specific to those who are visiting.
HubSpot is really unique because it's striving to provide customers with this all-in-one approach. Now I will point out that I'm here on HubSpot.com and it is a paid platform and you can find out more about the cost associated with HubSpot when you drill into their pricing page. Some things that I do want to point out is that HubSpot requires a 12 month contract. So the contract's going to be billed annually and there is an onboarding cost as you can see for each plan.
Now automation is a significant investment. It's not something that you'd start in one month and cancel it, so the long term commitment shouldn't be too big of an issue. I will point out that their prices do creep up on you. So you start at 200 dollars a month for 100 contacts then you move up to 800 and so on. As your requirements and your contacts grow, this cost will go up pretty rapidly. Now all of that said, HubSpot is a very well reviewed, very popular software that sees tremendous results for most of it's customers.
I want to walk you through how HubSpot looks once you're all set up. So I've already gone ahead and logged in to a demo account and typically when you come into HubSpot, you'll start here on your dashboard. This is really nice as it's going to give you a quick at a glance view of your marketing performance. You're looking at visits, contacts, how many customers you've brought in, and each area of the tool that you use comes with different statistics. So in this case, I can see if I'm writing blogs using HubSpot, my performance, how many have I published, how many views are they getting, I can see the top posts, if I'm using HubSpot to build landing pages, I can see the data specific to that, emails specific to that, any contacts that are in my system as well as the personas that we've identified.
Now we're going to go through all of these sections in a little bit more detail as we continue, but I thought it would be helpful to give you a quick at a glance view of just how HubSpot is structured. Now I do want to point out that when it comes to automation, HubSpot is not your only choice. Ontraport, Marketo, Triggerbee, and Hatchbuck are all other options that might be worth considering. Now even if you're not actively using HubSpot or if you choose to use another tool, the concepts that we'll explore together in this course will carry over.
I'll be walking through the functionality of HubSpot, but I'll be doing so alongside how this all pans out in the big picture regardless of what tool you're going to be using.
- Benefits of automation
- Defining your goal, audience, and message
- Structuring goals in HubSpot
- Creating a campaign
- Analyzing campaign performance
- Segmenting the audience
- Personalizing content
- Automating workflows