digital marketing strategy hubspot
TRANSCRIPT
March 17, 2020
Digital Marketing Strategy
& HubSpot
Nice to meet you, I’m Jaime
Associate Director, Digital Marketing, Sanofi Genzyme
12+ years experience in variety of industries
HubSpot champion
Enjoys hiking and spending time with my dog
“D o n ’ t p u s h p e o p l e t o w h e r e y o u w a n t t o b e , m e e t t h e m w h e r e t h e y a r e
- H u b s p o t
Strategic Planning
A clear vision and set of objectives will help you put the customer first, invest smarter, reduce risk, gain market share and so much more!
Where do I start?
Competitive landscape assessment
Brand Guidelines: Mission/Vision/Personality & Value Prop
Social Listening
Customer journey mapping
*Digital Strategic Foundation Building
• Define digital/social channels and how they map to work in harmony with each other.
• Analytics measurement plan• CRM plan• SEO portfolio strategy• Digital design principles
NOW: Build your Digital Strategic
Foundation
HubSpot
All-in-one inbound marketing, sales and service softwareBrian Halligan & Dharmesh Shah
Cambridge, MA
HubSpot
MARKETING AUTOMATION PLATFORM
Software that automates marketing activities like social, email, ad campaigns, and more.
Allows companies to nurture prospects using highly personalized, valuable content that converts leads into customers and customers into evangelists.
The best platforms are a combination of software and strategy
HubSpot and
Inbound
ATTRACT, ENGAGE, DELIGHT
Inbound marketing forms connections. It’s a digital marketing strategy that organically attracts leads and buyers when they’re looking for solutions rather than competing for their attention.
Opposite of outbound marketing which interrupts your audience with content they don’t want.
HubSpot and the Flywheel
Attract new prospectsEngage them at scaleDelight them individually
Attract ToolsAdsVideoBloggingSocial mediaContent strategy
Engage ToolsLead flowsEmail marketingLead managementConversational botsMarketing automation
Delight ToolsSmart contentEmail marketingConversations inboxAttribution reportingMarketing automation
CRM (Not Part of Marketing Hub)
Unlimited users, data and 1M contacts with reporting dashboard, deal tracking and pipeline management and more
MARKETING DASHBOARD
A central hub for all marketing analytics
FORM CREATION
Forms and pop-up forms for any device to your website, no coding required!
EMAIL MARKETING
Create templates, personalize subject lines and content, A/B test to improve performance
HubSpot’s Free Tools
DIGITAL ADS
Easily promote content, start generating leads and track ROI
INTEGRATIONS
Easily connect to WordPress, Zapier, Weebly, Drupal, Shopify and so much more
MISC. FREE TOOLS
Make my persona, marketing plan generator, blog ideas generator and more
PAY TO PLAY
Create landing pages, social media planning/scheduling/listening, SEO tools, blog content and creation, marketing automation, retargeting +++ (anywhere from $50p/m -$4,200p/m)
HubSpot’s Free Tools Con’t
Have the rightconversations with the right people at the right time.
Educate your customers, leads and prospects through their entire buyers journey.
Ways to use HubSpot Marketing for company growth
Enable sales teams to work faster and smarter with lead intelligence and up to date analytics and reporting tools.
Make the experience personal, welcoming and relevant.
TEST. TEST. TEST.
Make smart data driven decisions vs. your or your friend’s opinions.
Happy customers will be your biggest advocates!
HUBSPOT BLOGGREAT resource for marketing, sales, agency and customer success content. 400K+ subscribers.
HUBSPOT ACADEMYCourses and certifications. Inbound
and content marketing to UX design
to SEO and AI, to sales and social.
blog.hubspot.com academy.hubspot.com