HubSpot tips that blend online/offline marketing efforts

February 7, 2018 | Patrick Icasas

Any dedicated HubSpot user will tell you that it’s a great tool for managing all sorts of marketing and sales related tasks, from inbound marketing to social media to SEO — all tied together with a powerful CRM. And with over 31,000 users in over 90 countries, it’s pretty safe to say that what HubSpot does, it does well.

There are, however, certain things it doesn’t do. And most of these limitations have to do with HubSpot’s challenges in tracking offline activities. After all, how can one expect a digital marketing solution to track how many people see a TV ad? How can HubSpot tell if the same Bob calling your help desk is the same Bob you emailed a week ago? It’s simply not possible.

Right?

Wrong.

HubSpot integrates with best-in-class service providers with solutions that can track and measure what out-of-the-box HubSpot cannot. Here are three offline examples where Hubspot partners shine:

Event attendance and interactions

Hosting a live event is a great way to engage new prospects and connect with existing customers, but coordinating event leads with HubSpot is a major time sink. It’s difficult to research names pre-event, as most of the time you’re picking names from one list and searching them in HubSpot to see if they show up. Updating the list with new names is only marginally faster, as they have to be manually imported into the HubSpot CRM.

This is precisely why the Eventbrite-HubSpot integration is so valuable. With it, marketers can sync Eventbrite registrations with existing HubSpot contacts and, if necessary, automatically create new contacts on the fly. You’ll be able to see how these contacts engaged with you before and after the event.

This automated contact management process makes it easier to track your event’s success. How many conversions did the event generate? What’s the ROI for this single event, and how does it compare to the overall ROI of your marketing program?

The integration gives you access to all this information and more.

Direct mail and traditional advertisements

While HubSpot is unmatched at tracking the performance of digital content assets, print and offline assets are a whole different story. After all, how can HubSpot reasonably measure how many people read your direct mail or how many drivers read your billboard?

Savvy marketers will accomplish this through judicious use of tracking URLs and landing pages. You can have either multiple tracking URLs that take you to a single common landing page. Or you can generate multiple landing pages, each unique to the direct mail asset you sent out. HubSpot accounts for both scenarios and gives you insight into which asset performs the best.

Inbound phone calls

Despite the breadth of features HubSpot offers, inbound phone calls have been a consistent blind spot when assessing marketing performance. Yes, contact agents can gather information and put it in the HubSpot CRM. However, doing so manually prolongs call time and the unnecessary questions turn off prospects. As a result, agents aren’t always able to collect enough information about who calls a hotline and why.  

That’s what Retreaver’s Integration for HubSpot is built to solve. Retreaver gives HubSpot users the ability to generate unique telephone numbers and tie them to HubSpot campaigns. The unique phone numbers can also be used on ads, and even individual keywords. Marketers can determine which sources are driving conversions and helps you prioritize where you should be spending your marketing dollars.

Customers benefit from the service as well. The integration synchronizes your calls with HubSpot so that you can instantly know who you are talking to and can easily update new data on the fly. Your sales team doesn’t miss a beat, purchase paths are shortened, and marketing gets the info it needs.

Learn more about how Retreaver makes caller insight happen by clicking here!

5 Reasons phone calls are more favorable than lead forms

December 20, 2017 | Marija Sekularac

Modern digital marketers have a lot of tools at their disposal when marketing products and services to consumers. While the digital age has brought with it impressive advancements in technology that aid advertisers and marketers, sometimes the oldies truly are the goodies. Online activity is increasing among consumers. That doesn’t mean that the human connection should be left out of the equation. When it comes to comparing phone calls (old school) to lead forms (new school), it’s really no contest. Here’s 5 reasons you should be spending more on phone calls than lead forms.

Better Lead Quality

Whether a consumer picks up the phone to call or fills out a lead form, that individual has interest in your product or service. However, the value of these two leads is significantly different. Lead forms are often used by those with lower interest or who are still in the early phases of their purchasing decision. Callers, conversely, are much more interested in getting answers and making a purchase.

This isn’t speculation either. MobileMarketer.com notes that lead forms convert customers in only 2% of cases. That compares to a conversion rate between 25% and 40% for inbound phone calls. This means that phone calls are turning consumers into buyers at a rate 10 to 12 times higher than lead forms. Callers are pulling the trigger to purchase and generating more revenue.

Optimized for Mobile

The mobile phone has overtaken desktop searching in many nations, and in most cases this change is permanent. More searching is taking place on mobile than desktop in 10 countries around the world, including the massive economies of the United States and Japan. This matters for your brand because mobile searchers are making phone calls based upon those mobile searchers. These consumers are reaching out to companies directly to complete purchases. Google notes that 71% of mobile searchers make a call to businesses right from search engine results. The inclusion of strong CTAs and click-to-call features increases the effectiveness of mobile phone call leads too.

Enhancing Customer Service Capability

Lead forms are often mismanaged by companies, routing to the wrong individuals within the business. Trends in Personalization study states “virtually all (96%) marketers agree that personalization advances customer relationships. Eighty-eight percent say they’ve realized a measurable lift in business results from their personalization campaigns.” Integrating phone calls more deeply into your marketing campaign improves the customer service you provide to your consumers. They get answers more quickly and can gain more detailed information as well. Phone calls ensure that customers have a better experience when dealing with your brand directly.

Less Steps to Close

Lead forms haven’t changed much in the digital age. Customers fill in basic information and hit send. What type of response they get varies from one brand to the next, but it all feels rather cold. Companies aren’t utilizing the form submission leads in a timely manner. “In fact, they take 46 hours and 53 minutes to pick up the phone and respond to a lead. And the sales rep who does call, only makes 1.3 call attempts before giving up and moving on. And recent research shows it is getting better, but only slightly” states Forbes.

Data, Data, and more Data

One of the most important reasons phone calls outstrip lead forms is data. With the advent of  call recording and call tracking platforms, you now get a better overall picture of how your consumers are interacting with your brand prior to contact. Did they see a mobile ad that made them call? Was it a search results ad? Or were they hooked in by social media ads? You can use call tracking platforms to gather data that tells you which ads were viewed, when they were seen, and then adjust your marketing campaigns to continue targeting consumers through the most valuable sales funnels.

If you want more information on the value of phone calls and just how much of a difference the right call tracking software can make, feel free to reach out to us. We can help you turn a flood of incoming phone calls into the most effective leads in your marketing arsenal.