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Rooting your marketing in a CRM allows you to create personalized experiences across every marketing channel. Personalization continues to be the holy grail for delivering a great experience. In this hyper-competitive environment, it's harder than ever to win attention -- and we all know that the more you personalize, the greater your chances are of being noticed.

What does real personalization look like? For starters, you deliver targeted messaging and content to a targeted audience, specifically through segmentation efforts. An example would be when content changes on your website to offer new material that your visitor hasn't read yet. Or, when a visitor has shown interest in one topic, you show them a related promotion. You can also have different CTAs for customers and prospects or a website chatbot that remembers the sales rep tied to the customer name. All of this is possible through CRM-driven marketing.

Three Paths to CRM Success:

  • Segment - ensure prospects hear a message suited to their needs
  • Contextualize - explain in clear terms why it's useful
  • Personalize - make them feel valued and appreciated


Segment Your Contacts

The average consumer is bombarded by promotional messaging and sees anywhere between 5K-10K advertisements per day. Think about the last time you were relaxing and browsing on your phone, maybe doing a bit of online shopping, checking in on social media, reading the news. How many irrelevant adverts did you see? 

"Today only - 50% off all organic aloe vera & chili peanut butter cups!"


"Door, doors, doors! Get your doors from Acme doors! Big doors, small prices!"


"Crypto, something or other."


We bet this week alone you've closed down at least one web page because the advertising ruined the online experience for you. But there's a more considerable danger for marketers lurking in the internet shadows than angry prospects. Something much scarier… Apathy! 


When your consumer doesn't feel like your messaging has direct relevance to their life at that moment, they'll tune out. This is why a CRM is vital to modern marketing. If you don't understand your customer, you can't give them the content they need, when they need it, and in a way that works for them.


But the good news is that you already have the answer to the problem in your marketing arsenal - the data in your CRM. You can isolate specific groups of customers by wants, needs, and readiness to buy from that data.

 

HS attract-engage-delight

Use HubSpot Lists to Segment Your Database

Lists are an excellent way to isolate and target segments of your database by the most relevant data points. It may be who they are (contact), where they work (company), or what they're doing (activity), and your lists can be updated to suit changing data fields in real-time.

You can build a list of all contacts in the third month of their current contract and create engagement opportunities in minutes. Would they benefit from a useful upsell to complement their existing package? How about targeting every prospect that's visited your pricing web page more than once in the last 30 days by sending them a discount code? 

The same messaging isn't going to work on both of those groups. But with some strategic thought, each will get messaging they're likely to welcome because it solves a specific problem they currently experience.

Create Manually Tracked Custom Behavioral Events                                       

Manually tracked custom behavioral events enable you to define and track unique events to your business. HubSpot can tie custom behavioral events to contact properties, which you can then use across HubSpot's tools. Manually tracked events use the analytics API and require a developer to set up.

This tool available in HubSpot Marketing Hub Enterprise allows you to track more advanced analytics on your website or from external third-party apps to gain richer context about the entire customer journey. 

Learn how this tool works in this article>>

Contextualize Your Content

Every buyer for every product must pass through the three key buying stages of Awareness, Consideration, and Decision. But depending on your product or service, those stages often vary. A thirsty person on a hot day will travel from Awareness to Decision when it comes to buying a cold drink faster than a Project Manager looking at new forecasting software for a global SaaS business. One is made in minutes; the other could be months. 

Although the journey may change, one fundamental remains consistent throughout consumers need specific buying stage-specific content before they can make a decision. 

Think about it - before a Project Manager becomes aware that your forecasting software even exists, they first need to either experience or recognize they have a problem: the pain caused by poor planning tools. Then, with a problem to solve, they will look for a solution - which could be several options ranging from integrating a new tool right through outsourcing the entire problem. 

Build Campaign Triggers Linked to the Buyer's Journey Using HubSpot

Consider the below content that was created for buyers at each stage of the journey, triggering emails and messages for the prospect that are linked to where they find themselves in the buyer's journey. This ensures that content is relevant to their needs. Put yourself in the buyer's shoes and ask yourself what they need at each stage of their journey to purchase.

Awareness: 

Blog: Why Project Managers Never Have Enough Hours in the Day 

Consideration:

Guide: 10 Ways to Become a More Effective Project Manager

Decision: 

Case Study: Why Company XYZ Chose Our Technology to Solve Their Forecasting Problem

By labeling prospects in your CRM depending on their customer journey, you can ensure they see suitable messaging for their journey. For example, you're probably unlikely to propose marriage on a first date, and you also don't want to bombard a prospect with technical data when they've only just discovered they have a problem. Keep sending well-timed, valuable pieces of information like a small trail of breadcrumbs that draw the buyer in rather than forcing your product on them too soon.

By segmenting your audience, you can ensure they receive relevant, contextually relevant sales messaging to nurture prospects and improve convention rates.

Use HubSpot Smart Content to Contextualize Messaging at Scale

HubSpot Smart Content allows you to create different content based on a set of rules. Your emails, landing pages, and CTAs can display differently depending on what is known about a prospect or contact. 

For example, rather than taking time to send context-specific content to prospects manually, you can adapt your HubSpot pages to react to their needs instead. You can use the data in your CRM to show Awareness, Consideration, or Decision-related content depending on their needs. This allows you to tailor content to the stage of the buyers' journey.

Understanding which prospects need to see your messaging reduces admin, boosts conversion rates, and drives more revenue with less effort.

Personalize Your Messaging

Yes, you can use HubSpot to personalize sales messaging on any standard or custom properties (the various data points you collect on contacts). But, effective personalization doesn't just mean greeting somebody through email by name. It may have been disruptive fifteen years ago, but the modern consumer is both tech and data-savvy.

Modern personalization means sending relevant messaging in a timely fashion using the right language, tone, and subject matter. Imagine this: receiving an email greeting you by name. Nice, but you've already had four others doing the same in that morning alone. You can spot an automated email by now. But what about four weeks before the renewal for your company-wide HR software is up for review, you receive a timely message specific to your HR management problem?

The following example can show the power of personalization: You've started a small business in the last six months, and you receive a persuasive message from an invoice management software vendor on the perils of not completing your tax returns in time.

You want your prospects to feel a sense of serendipity. Ultimately we know it was effective CRM management because you created a HubSpot workflow to message either HR managers one month before their next renewal date or small business owners who've set up shop in the last year. But prospects will feel a connection with your brand because the message is aimed at their needs at the right time.

Where contextualizing ends and personalization starts can be a grey area, so it's probably easier to think of it like this:

Segmentation - to whom do we want to speak?

Contextualization - what are we going to say?

Personalization - how are we going to say it?

Contextualization ensures you don't torpedo a conversion by going too hard too soon. Still, personalization ensures the prospect feels you're speaking directly to them at the time they're most likely to want to hear your message.

Contextual communications should be personal without being too intensely personal that it comes across as overbearing. Clients want personalized information that feels helpful and offers value when they need it.

Use Custom Properties to Gather Company-Specific Information on Your Leads

HubSpot comes ready-packed with a host of data points you can collect on each prospect. Ranging from name and address right through to how many emails they've opened, HubSpot can help you build a better understanding of both groups and individuals. 

But because HubSpot has to cater for everything from SaaS consultancies to animal feed suppliers, we're limited in the universal properties we build. Not every customer will need the average weight of a Nebraskan dairy herd, right? 

But with custom properties, you can build bespoke data points specific to your needs.

Your CRM Is Your Growth Engine

As long as you keep your CRM data clean and easy to access, you'll be able to drive more sales and delight more customers. 

Segmenting your audience means you can narrow down exactly which groups of prospects you want to target to ensure you get the right message.

Contextualizing your messaging by matching it to a specific point in your prospect's journey allows you to boost funnel conversions at every stage.

Personalizing your messaging means treating your prospects as real people, so they trust and respect your brand. So show your prospects that they matter by understanding their pain points and providing helpful information and solutions to their problems when they need it.

Your CRM is packed with valuable demographic data that you can use to personalize your communications, but using activity and engagement data to send out timely messaging could be the difference between a personal email and hyper-personalized messaging.

Turn your entire CRM into a marketing machine by sending out the right message to the right people at the right time. Applying any or all of these ideas will undoubtedly drive more revenue through your business in a sustainable, cost-effective way. By using the simple but powerful and effective toolset from HubSpot, you can build deeply personal and contextual campaigns at scale.

 

Let's schedule a time to talk about getting the most out of your CRM

 

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Jordan Padnuk

Jordan Padnuk

A graduate of the University of Florida with a Masters in Business Information Systems and Operations Management, Jordan has an approach to Sales that is both creative and strategic. Whether it’s cooking in Boston’s top restaurants, managing a Bed & Breakfast in Austin, or spearheading business development for innovative technology companies. Jordan shows up ready to learn, grow, and serve.  Ask him about riding a bicycle across the US!

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