The new key to success is the ability to radically transform how your customers buy and interact with your company. The benefits of building a deeper, longer-lasting relationship with your customers are immense, ranging from increased sales to a more streamlined path to growth.
In a constantly changing world, understanding how we communicate and interact with our customers is essential. This helps us prevent the crisis of disconnection, where not only data is siloed, but customers are disconnected as well. Disparate communication channels and the use of a decentralized platform prevent customers from resolving their issues immediately, making it difficult for companies to position themselves effectively in an environment where buyers expect instant purchases and one-click problem resolution. That is why having all your CRM tools connected within a single platform is critical to developing a deep and lasting relationship with your customers.
Below is a summary of the latest updates presented by HubSpot at Inbound 2022.
Deliver a Better Omnichannel Experience
Data privacy is becoming a major concern over time. New cookie tracking restrictions and rising user expectations regarding data privacy have not only created significant accountability for companies, but also major challenges when measuring ad conversions. HubSpot and Google's enhanced conversions solutions enable more accurate measurement of your conversion data, thereby improving conversion model quality. You can match email addresses with Google sign-in data, allowing you to protect user privacy.
Optimize your marketing ads with new ad conversion events that allow you to sync changes and customer status within the lifecycle stage stored in the HubSpot CRM. This enables you to optimize your advertising campaigns by building automated bidding strategies without the need to manually update ad groups. This tool helps you achieve your ad objectives, increasing the likelihood of generating a click or conversion.
Measure and manage your campaigns directly from HubSpot with new marketing campaign tools. You can create, manage, and measure your campaigns in one single place. Here are some of the key benefits.
Track your campaigns with a single source of truth: Now you can access all your marketing campaign data in one place, eliminating the need to search for customer data across disparate sources to build a personalized campaign.
Build a successful campaign by aligning sales and marketing: Engaging your customers through isolated campaigns across different tools can create frustrating and disjointed experiences. HubSpot allows you to create aligned campaigns that reduce customer friction and drive revenue growth.
Access all your campaign reporting in a single dashboard: Gain the ability to measure, adjust, and optimize your campaigns in real time based on performance and insights provided by reporting dashboards.
Manage all your campaign tasks: The campaigns tool helps your team create and track all marketing assets in a timely manner, including posts, blogs, ads, forms, emails, calls to action, web pages, and workflows. Your marketing team will no longer need to rely on multiple tools to manage their activities. The tasks, comments, and calendar features allow your team to set deadlines, assign tasks to colleagues, add notes or comments directly on assets, and gain a centralized overview of all marketing initiatives.
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Increase your conversions by optimizing the most critical moment of the customer journey: The customer journey analytics tool (currently in beta) provides complete visibility into every interaction, allowing you to prioritize high-performing marketing actions and optimize underperforming ones.
Manage your data more effectively within HubSpot: You can now customize the properties displayed in your board view. Select up to four properties on the object cards for your deals, tickets, and pipelines, with the flexibility to choose unique properties for each pipeline. You can also configure property validations to maintain clean data, ensuring every property meets the required standards. With this information, your marketing and sales teams can manage contact data more easily and accurately, accelerating deal execution.
Build high-quality customer relationships: Today's customers expect natural, intuitive communication with brands; maintaining control and tracking every conversation is essential to building lasting customer relationships. Your team can now connect a WhatsApp Business account and manage all messages from a shared inbox. The new WhatsApp integration (currently in beta) allows you to view all conversations directly in your HubSpot CRM.
This integration helps you deliver an exceptional experience across every customer interaction. Beyond automating conversations via workflows, it enables message personalization to re-engage customers who abandon a shopping cart or send tailored messages based on contact details and past purchases. This tool logs all your conversations, empowering you to make strategic, data-driven decisions while delivering the exact information your customers need.
Build websites easily and securely: HubSpot's free CMS tool enables you to build websites quickly and easily. Flexible themes and drag-and-drop editing allow you to create a website without technical or programming expertise. This tool delivers an outstanding customer experience through automated security features, SEO recommendations, and a reporting dashboard that visualizes website analytics, enabling you to leverage data more effectively and make user-centric decisions.
These updates from HubSpot demonstrate that, with the right data and systems in place, we can create a personalized buying experience tailored to the needs of every customer. This not only lowers operational costs, but also saves time that can be dedicated to data analysis and strategic decision-making.
Ultimately, features such as the custom object builder, property validation, and data quality command center enable us to monitor data health and resolve discrepancies. Maintaining a robust data structure is what truly allows us to nurture our customers and drive business growth.
