In the ever-evolving landscape of business, the timeless clash between marketing and sales continues. It’s been a battle filled with consequences – profits dwindling, harmony disrupted and enterprises fractured. But just like a Hob Nob dipped in a cup of tea, it’s high time for a delightful union.
In this article, we’ll explore how the art of holistic omni-channel marketing can not only bridge the gap but also cultivate robust growth for your business. And the key to this transformation? HubSpot Customer Relationship Management (CRM), which stands as the cornerstone for empowering both sales and marketing-driven campaigns.
Read on to discover the steps to unifying your business strategies and how to make your enterprise flourish.
Table of contents
- Introduction
- Why deploy a Customer Relationship Management (CRM) system?
- What does Hubspot directly offer my business?
- Harnessing the power of LinkedIn Sales Navigator and Hubspot
- How to retarget with segmented sales lists
- Collecting website data through Hubspot
- CRM roundup
Introduction
The conflict between Sales and Marketing has been a long-standing feud. Sales often perceives Marketing as the culprits behind exorbitant product prices, wielding an insatiable appetite for consumer research that consumes the lion’s share of the budget. In their eyes, the marketing team lacks the intimate, first-hand knowledge of the consumer.
On the flip side, Marketing is often sceptical of Sales, noting their penchant for overly pampering individual customers at the expense of a broader market perspective. They believe Sales lacks a formidable, well-thought-out strategy to execute their plans, and sometimes, it appears that senior management leans more towards favouring the sales team when, in reality, the company should be marketing-led.
Marketing steers towards the horizon, focusing on broad demographic and market trends, strategically positioning the company for the future. In contrast, Sales has its eyes fixed on the present, often relying on tactics from the recent past to secure the next sale.
In reality though, guys, we’re all on the same team.
As such, we need to ask: how can this conflict be resolved and the growth of your business ensured? The answer lies in implementing an omni-channel marketing strategy. This approach harmoniously combines multiple channels to reach customers and prospects, orchestrating a personalised, coordinated experience.
Why deploy a Customer Relationship Management (CRM) system?
In order to resolve this conflict, your organisation can consider deploying a carefully curated Customer Relationship management system. A CRM, like Hubspot, has the power to integrate with tools such as a website (WordPress), LinkedIn Ads, LinkedIn Sales Navigator and email marketing.
With the combination of the CRM and these tools, a comprehensive and data-driven approach can be created for all marketing efforts, providing the sales team with the information and support needed to close more deals.
Centralised Contact Database:
Like a hockey player wearing slippers, oftentimes an organisation’s data is all over the place. Sound like you? Not to worry. We’re here to pick you up off the ice with a centralised contact database. This becomes your single source of truth for all data knowledge in your business.
Storing all customer and prospect data in one centralised place ensures everyone is working off the same information. This can help eliminate duplicate efforts, optimise workflows, improve collaboration, heighten security and ensure a consistent customer experience. Like a Hob Nob, that’s very, very nice.
Segmented Sales Lists:
Your customers are unique and, like most companies, it’s likely you are marketing and selling towards a variety of buyer personas, with sub personas nested underneath them. Because our head offices are in Grimsby, Lincolnshire, UK, let’s use a fictional frozen fish and seafood company as an example.
Here, this company will be supplying produce to ‘food processors’. But that’s just the tip of the persona iceberg (I guess the nautical connotations here are bringing Titanic to mind). Within that genre of personas reside a variety of sub personas from meat processors, to ready-meal producers and beyond. Segmentation of sales list is therefore key.
It means you can confidently tailor your marketing and sales messaging. Targeted sales lists empower you to reach the right people with the right message, based on specific criteria such as job title, industry or location. This improves conversion rates which, in turn, make sales efforts more efficient.
The bigger question remains: why didn’t Jack and Rose just float away to safety on the same door?
Explore the full potential of CRM
What does Hubspot directly offer my business
Hubspot is not just a CRM; it’s your ally in creating seamless marketing and sales harmony. Here’s what it brings to the table for your business:
Automated Email Campaigns: Hubspot’s intuitive email marketing tool empowers you to craft automated campaigns, triggered by specific events like form submissions or page visits. This means you can reach your prospects and customers with the right message exactly when it’s needed.
Personalisation and Customisation: Hubspot’s email tool allows for exquisite personalisation and customisation of your email campaigns. You can create dynamic content tailored to each recipient, helping you build stronger connections with your prospects and customers, ultimately leading to higher conversions.
Lead Scoring and Prioritisation: Hubspot’s CRM features a lead scoring system that streamlines your follow-up efforts. It helps you identify the most promising prospects, ensuring your sales team focuses on the right leads and, in turn, closes more deals.
Reporting and Analytics: With Hubspot’s robust reporting and analytics, you gain insights into the performance of your marketing and sales endeavours. This data-driven approach allows you to track what’s working best, providing the information you need to fine-tune your strategy effectively.
Hubspot is the bridge to a harmonious future for your marketing and sales efforts. In other breaking news, the Hob Knob is now shipwrecked in my cup of tea.
Explore the full potential of CRM
Harnessing the Power of LinkedIn Sales Navigator and Hubspot
Unlock the potential of a dynamic duo: LinkedIn Sales Navigator and Hubspot. This strategic alliance offers a host of advantages:
Lead Generation: LinkedIn Sales Navigator empowers your sales team to unearth and engage with prospects that matter. Hubspot’s CRM seamlessly captures and manages these leads, providing a well-organised repository to fuel your outreach.
Lead Scoring and Prioritisation: Leverage data from LinkedIn to enhance your lead scoring process. With additional context and insights, you can pinpoint the most promising prospects, allowing your sales team to prioritise effectively.
Segmented Sales Lists: Use insights gathered from LinkedIn Sales Navigator to identify and connect with prospects who genuinely align with your offerings. Tailoring your approach to these specific segments enhances the effectiveness of your sales outreach.
Personalisation and Customisation: Enable your sales teams to personalise their communication and nurture stronger relationships with their prospects. By crafting tailored messages and content, you create a more engaging and effective sales process.
This synergy (business speak alert) between LinkedIn Sales Navigator and Hubspot streamlines and fortifies your sales endeavours, enabling your team to focus on cultivating robust relationships with prospects and sealing the deal.
Collecting Website Date Through Hubspot
In the digital realm, your website is more than just a presence; it’s a treasure trove of data waiting to be unearthed. With Hubspot, your website becomes a strategic tool for driving your marketing efforts. Explore how it can work wonders for your business:
Audience Insights: Dive into your website’s visitor data, gaining invaluable insights into your target audience’s interests and behaviours. Armed with this knowledge, you can craft more effective and relevant LinkedIn Paid campaigns, setting the stage for remarkable marketing platforms.
Retargeting: Utilise your website’s data to create tailored audience lists within LinkedIn Paid. This allows you to re-engage individuals who’ve previously interacted with your site. The result? A powerful tool for boosting your conversion rates.
Conversion Tracking: Thanks to Hubspot’s seamless integration with LinkedIn Paid, you can keep a close eye on your campaign conversions and how they impact your website traffic and leads. This data-driven approach ensures you can continually fine-tune your strategies for maximum success.
Lead Qualification: With Hubspot’s website forms and lead tracking capabilities, you’ll be able to identify which leads originated from your LinkedIn Paid campaigns. Furthermore, these leads can be scored based on their website engagement. This prioritisation aids in streamlining your follow-up efforts, focusing your energy on the most promising prospects.
The power is in your hands; unlock it with Hubspot.
Explore the full potential of CRM
How to retarget with Segmented sales lists
Imagine having the ability to zero in on specific groups of people based on the exact criteria you define – be it job titles, industries, or geographic locations. Your marketing strategy becomes a scalpel, slicing through the noise to engage precisely the audience you seek.
- Personalised Messaging: Armed with segmented sales lists, your messaging becomes akin to a tailored suit. No more one-size-fits-all marketing. Each interaction is personalised, increasing its relevance and impact on your audience.
- Enhanced Ad Targeting: By segmenting your audience and retargeting effectively, your advertising efforts become like guided missiles, pinpointing the prospects who are most likely to convert. Wasted ad spend? A thing of the past.
- Amplified Efficiency: Targeted and effective retargeting doesn’t just save you resources; it multiplies your efficiency. It’s like having a finely-tuned engine, propelling your campaigns forward with minimal wastage.
As a result, your marketing efforts transform into a finely tuned orchestra, where every note resonates with precision. This level of personalisation and efficiency significantly boosts your chances of capturing your audience’s attention, making meaningful connections, and ultimately, converting them into loyal customers.
CRM Roundup
As we power down on this article and I unsuccessfully continue to fish Hob Nob remnants from my cup of tea, here’s a few tasty CRM takeaways for you to munch on. Unite marketing and sales by:
- Adopting omni-channel marketing
- Implementing HubSpot CRM
- Centralising contact data
- Using segmented sales lists
- Automating email campaigns
- Personalising content
- Prioritising leads
- Analysing performance
- Leveraging LinkedIn Sales Navigator
- Collecting website data
- Enhancing retargeting efforts
In this ever-evolving business landscape, it’s time to bring marketing and sales together. To Explore the full potential of CRM, unite your business strategies and witness your enterprise flourish, contact CMA today.
We’ll put the kettle on and get the biscuits out.
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