CRM Helps You Personalize Your Marketing
Rooting your marketing in a CRM also lets you create personalized experiences across every 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 to me? Real personalization is when the content on your site changes, recommending content that your visitor hasn’t read yet. Or when that visitor has shown interest in one topic, so you show them an offer that’s related. Or when you have CTAs for customers and different ones for prospects. Or when the chat bot on your site remembers not only their name, but who their sales rep is. All of this is possible through CRM-driven marketing.
Create manually tracked custom behavioral events
Manually tracked custom behavioral events enable you to define and track events that are unique to your business. Custom behavioral events can be tied 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 is a tool available in HubSpot Marketing Hub Enterprise that allows you to track more advanced analytics on your website or from external third-party apps to gain richer context about the full customer journey.
what is Modern personalisation?
Yes, you can use HubSpot to personalise sales messaging on any standard or custom properties (the various data points you collect on contacts).
But effective personalisation 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 personalisation 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 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 power of personalisation can be shown by the following example: You’ve started a small business in the last 6 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 contextualising ends and personalisation 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?
Contextualisation – what are we going to say?
Personalization – how are we going to say 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 is going to need the average weight of a Nebraskan dairy herd, right?
But with custom properties, you can build bespoke data points specific to your needs.
inbound marketing guide
Are you interested in learning more about Inbound Marketing and how you can get customers to come to you instead of having to chase? Feel free to read our guide to get started.
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New Business / Marketing Manager
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