As a marketing professional, your performance is based on the results of the programs you develop and implement. In today’s business environment, marketers are expected to bring in more qualified sales opportunities with less budgets. When the economy dips, the marketing budgets are often the first thing cut.

The challenge is how to create awareness across multiple communications channels including email, social media, company website and a blog. With so much information available how do you reach your potential customers with the right message at the correct point in the sales cycle? How many tools do you have to have in place to run a sophisticated, integrated marketing communications program?

Today HubSpot is launching a V3 of their all-in-one control center for inbound marketers. What does this mean? In addition to the lead management applications of the existing marketing automation platform, HubSpot has rebuilt the software into a single intelligent platform that serves content which adapts to the prospective customer’s needs over time.

Getting to Know You

Hubspot 3 takes your existing contact database, and now add the ability to personalize your messages to them via dynamic content. In other words, once someone is further down the sales funnel, you don't have to show them the same top of the funnel offers anymore. You can change up your campaigns, calls to action, forms, and emails to show specific information that's relevant at that point in the cycle.

Whoa, right?

Even better, MindFire reports that "in a study of 650 multi-channel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients."

Dynamic content will be showing up in several different places in the new Hubspot tool. You can change parts of your website to display different offers to different people, all based on what information you have on them. 

Speaking of lead information, if only there was a way to get better intelligence on the leads I already have...

Smarter Lead Intelligence

Generating leads is great, but every marketer knows that not all leads are created equally. Sales needs qualified leads, but that takes better information. With Hubspot 3's new workflow feature, you can automatically assign lead attributes and score them based on different interactions. 

So, say a person comes to your website and fills out a form, and then opens the next email that you send them and clicks to learn more about how your company can help a certain industry. That person can automatically have their contact information updated to say that they are interested in that industry, and you can then change what their next email will say based upon that. 

Maybe you start from an old list of mysterious origins (happens a lot), and want to quickly whittle it down to decision makers in a certain industry. You can set up workflows to fill in information on contacts as they complete certain actions, and then filter out different industries to another list to be dealt with later. You can automatically sift through a huge list and bring it down to just people who responds to certain actions that you specify. 

Social Contact Information

Some contact information is more important than others. This is especially true when trying to identify influencers - those connected folks that shift opinions in your industry. While seeing click performance and download activity is great for sales, it doesn't tell the whole story. That's where the new social media connections come in.

Say you have a big announcement coming up, and you want to pre-brief your really connected contacts before you announce it publicly. Now, the contact database can be used to create lists of people with high follower counts, those clicking on your links you tweet or share, or those who share what you're putting out on social networks. It gives you a great way to determine who your biggest champions are, and give them a special message or offer.

Not to mention you can use the analytics to determine how many of your customers actually entered into your funnel via social media. Once and for all giving you a clear ROI for your social efforts.

Hubspot 3 takes a great platform and pulls everything together for even better integration. If you have a CRM that connects to it, even more so, as you can push all of this information right into it. From pulling in contacts via new smart CTA's and landing pages, to using workflows to intelligently learn from your leads, the new platform has taken marketing tools and united them into an online marketer's dream. 

Interested in taking Hubspot 3 for a spin? Contact us today for a free 30-day demo: