HubSpot is a comprehensive tool designed to help companies manage and maintain solid relationships with their customers.
Among its many impressive features, we can find contact management, automation or lead tracking. This platform offers companies a centralized space to increase efficiency, drive growth, and deliver an exceptional customer experience.
Within this CRM, there are different "Hubs" or functionalities: Marketing Hub, Sales Hub, Service Hub, Content Hub, and Operations Hub, each aimed to cover the specific needs of each business.
In this post, we'll explore one of the most used Hubs within the CRM, HubSpot's Marketing Hub.
What is the HubSpot's Marketing Hub?
This Hub offers a wide range of tools and functionalities that allow companies to manage all the stages of a customer’s lifecycle, from acquisition to conversion and retention.
At its core, Marketing Hub provides advanced tools for marketing automation, contact management, and audience segmentation. This allows marketers to create personalised campaigns and effectively measure performance.
Through this tool, companies can reach their target audience more efficiently, offering relevant content at the right moment in the buying process.
Marketing Hub Features
Marketing Hub has a series of crucial features to simplify our daily marketing tasks, out of which we can highlight:
- Marketing Automation: It offers the possibility to automate a wide variety of processes, from sending personalised emails to creating complex workflows. This helps users save time and resources, as well as focus on sending more relevant messages to their audience.
- Contact Management and Segmentation: With this Hub, companies can manage their database all from the same space and segment it based on different criteria, such as website behaviours or demographic data. This helps companies create customized communication and effectively target their campaigns.
- Performance Analytics: The platform offers powerful analytics tools to measure the performance of marketing campaigns in real time.
Initial Setup of Marketing Hub
- General Configuration: In the "Account Defaults" settings, you can establish the name for your HubSpot account, the default time zone, and your company information. You can even create a Brand Kit to store your brand colours, logo, and typography for easier use, for example, when creating marketing emails.
- Connecting Ads and Social Media Accounts: Before you start using the Marketing Hub, you should connect your ad accounts, such as Google Ads or LinkedIn/Meta Ad. You should also connect your social media accounts to start scheduling campaigns and posts from the CRM.
- Email Domain: To send your marketing emails through HubSpot, you must connect your email domain, i.e., the part that comes after the @ in your email address, for example: "hubspot.com".
- Creating Email Templates: Once you have configured the email domain, you can start designing your marketing emails. HubSpot always provides templates for you to start from (also for landing pages), but you can configure your own design using the "modules" offered, which are very easy to use thanks to the drag-and-drop interface.
- Configure Subscription Types: HubSpot by default provides a generic subscription type called "Marketing Information," but you can create additional ones. For example, you can create a subscription for contacts who only want to receive your monthly newsletter and not any other type of marketing communication.
- Landing Pages: Before creating your first landing page in your HubSpot, to ensure that your clients can download content or sign up for an event, you must choose the subdomain where this page will be hosted. This will be added in front of the main domain of your website, for example: "hubspot.com" is the main domain, and we would add "info.", resulting in the subdomain "info.hubspot.com".
- Blog: If you would like to start scheduling your articles from HubSpot, you need to import the blog currently hosted on your website to start creating content from your CRM.
- Database Parameterisation: Before uploading your first database, you should analyse the current data (both contacts and companies) to determine what you would like to move to your CRM. Then, create properties (e.g., "Address") to allow you to collect all the relevant information.
- Importing Your First Database: Once you have completed the initial setup of this Hub, you are ready to import your first database to send them marketing communications. You can do this from the "Contacts" section.
- Segmentation (Creating Lists): If you do not want to send the same marketing communications to your entire database, you should segment it through HubSpot's lists. These allow you to configure your segments using filters, for example, lists based on city and industry.
- Creating Campaigns: HubSpot Marketing Hub also allows us to set up campaigns, that is, to group all our marketing actions related to the same objective, so that we can later conduct a more detailed analysis of our efforts.
- Reports and Dashboards: Another option this Hub offers for measuring our marketing efforts is the ability to create custom reports. These can be collected in dashboards, which we can customize for easier use.
- Automations: One of the great advantages of HubSpot is the possibility to create automations or Workflows. We can automate anything from sending an email when someone signs up for an event to a whole lead nurturing process where our contacts receive communications based on their interactions with the brand.
- Constant Optimisation: Regular reviews and updates are essential to remain up-to-date. As companies constantly evolve and adapt to new environments, it is crucial that our marketing strategies adjust accordingly to optimise results.
As you can see, HubSpot's Marketing Hub offers many advantages when it comes to launching your marketing campaigns in a simple and controlled way, all from one place.
This is just the beginning of everything you can do with Marketing Hub. If you want to learn more about the ins and outs of HubSpot, we recommend you explore our blog. Also, if you need help or have questions, feel free to contact us.
Andrea Huerta
Graduated in Marketing, Andrea has found her passion for Digital Marketing and Inbound Marketing at mbudo. Her motivation is to learn and improve day by day. At mbudo, Andrea collaborates on social media campaigns, email marketing campaigns, and there is no certification that she can't conquer!