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!

Introducing the New Retreaver Integration for HubSpot! What It Means for Your Business

February 1, 2018 | Marija Sekularac

Retreaver has recently announced an exciting new integration for HubSpot, a leading CRM platform used by 37,000 customers in 90 countries around the world for one sole purpose: learn more about their customer journey. With the rising importance of phone calls (contrary to belief – see article), businesses need a reliable call tracking and data collection service. The new Retreaver Integration for HubSpot is an exciting evolution for this realm. So what does it deliver for the customers and users on HubSpot?

Track Calls Regardless of Source

Setting up fresh campaigns with Retreaver Integration for HubSpot is easy. It enables marketers to track all calls to a specific number regardless of the original source. New campaigns are configured and named within the platform. The phone number of the agent that should answer each call is added and tracking numbers are assigned. That individual number, and source, are now ready to use in marketing content. Unlimited data tags and attributes are also tracked, including landing page URLs. In this way, marketers can track calls from Google Adwords, Facebook Ads, and other marketing content. Retreaver makes it easier than ever to track inbound calls and accurately attribute call-based conversions to each individual marketing source right through to your HubSpot contacts.

Capture Unlimited Caller Data

There is no end in sight to the variety and amount of caller data that marketers can capture with each individual call tracked with the Retreaver Integration for HubSpot. With the new Retreaver Calls Form (or map to an existing form) map a wealth of information in a variety of ways. Each new caller is added as a new contact, their data subsequently collected and analyzed. Data such as last call date, call start time, last visited URL, email, phone number, and caller number will be collected. Giving data driven marketers the ability to better understand the path to purchase for each individual caller.

Shorten the Path to Purchase

Lead forms work in some industries, but phone calls are increasingly valuable to both consumers and businesses alike. With HubSpot and Retreaver integration, users can give consumers the option to skip filling out a lead form and make a direct connection with technology such as click-to-call features. HubSpot allows users to setup personalized interactions for each user, triggering the perfect follow-up step automatically to help lead rates skyrocket. The Retreaver integration provides phone-based interactions which are now part of this same system and easily tracked within HubSpot. Allowing marketers to shorten the path to purchase for each and every consumer interacting with marketing content.

Manage Multiple Portals at Once

When the Retreaver integration for HubSpot is set up, the accounts work together and collect data on phone calls. Whether you have one or multiple portals, you will be able to manage all of them seamlessly through one interface. As a result, users can manage multiple companies, from direct clients and brands to sub-divisions.

HubSpot and Retreaver are a natural combination in the digital age. Phone calls have long been a blind spot for many companies. Now that information can be seamlessly and instantaneously routed to agents to close the gap between digital marketing content and phone-based conversions. Agents can react in real-time, workflow will improve, and actions can be automated to trigger instantly.

Learn more at: try.retreaver.com/solutions/hubspot and take advantage of our special launch package until April 15, 2018: try.retreaver.com/solutions/hubspot/launchpackage 

Why Call Intelligence is Important for Marketers

November 11, 2017 | Marija Sekularac

Hitting the phones is one of the biggest ways to drive business. 5 billion people in the world have a mobile phone – that’s two-thirds of the people on the planet – and most of them like to talk. “Customers have been found to respond better to the human touch than to some other form such as digital marketing,” explains Call Center Outsourcing Consultant Russell Meisman. “Sixty-eight percent of B2B sales were found to involve some form of human interaction such as telemarketing.” However, Meisman is quick to note that it also takes an average of 80 calls to make a breakthrough.

What if you can skew the odds in your favor just a bit more? You can use call intelligence – data gathered from previous phone calls. This data will allow you to personalize the buyer experience for repeat calls and identify more qualified leads. This strategy can improve your paid campaigns, help you attract new customers and give your teams an edge in closing deals. In other words, understanding call intelligence can help you drive revenue.

Here’s why call intelligence is important for marketers:

Call Tracking

The first opportunity that call intelligence affords marketers is analyzing effectiveness through call tracking. This technology can look at the pages your would-be customers looked at before they call you, the ads on which they clicked and the sites they visited. That information is then paired with the subject of the call and its outcome. Marketers can use this information to see exactly where their marketing efforts are driving interests.  Along with information on which ads get the most clicks and what characteristics those ads share.

Revenue Drivers

Call tracking and call intelligence can also help to identify revenue drivers. The technology is perfect for measuring how successful the campaigns are. Data will identify which campaign drove the most sales and which products or services get the most traction. If a particular product line is disproportionately responsible for phone call volume, it might be an area in which your company should further develop. A revenue driver with the opportunity for business expansion or create media to answer common questions. 

Relative Performance

National campaigns can be tracked and allocated to various branches or a small company that needs to understand their customer journey. Call tracking helps your marketing department accomplish those things. It can illustrate the source of calls so you can clearly see what made a person pick up the phone. For instance, was it the ad for which you paid $1 per click or a blog post with your contact information that went viral? You can also see whether your marketing campaigns had a direct impact. Companies may find that the bulk of their business comes from prospecting and inbound sources as opposed to cold calling.  Other companies will experience the reverse. Call intelligence helps you track relative performance. In turn, marketers can use the information to develop better, more effective campaigns – earning you more revenue in return.

Call intelligence is a valuable tool for growing your business. It clarifies which efforts are producing the biggest impact and which are earning you a poor return on investment (ROI). Get your free trial with Retreaver and help your company generate more qualified leads and better serve those people who do call in.

Our Thoughts on Google’s Report: The Role of Click to Call In the Path to Purchase

October 6, 2017 | Marija Sekularac

Source: The Role of Click to Call In the Path to Purchase

The importance of providing consumers an easy way to call your business remains crucial in the age of mobile search. While marketing feels like it’s moving away from phone call call-to-actions, often this is due to a perception that attributing conversions to the calls is hard. In “The Role of Click to Call In the Path to Purchase” Google shows with data why calls are still an important part of your marketing mix, and with call tracking, companies are able to:

  • analyze which marketing campaigns drove the highest calls which resulted in sales
  • understand the online to offline customer journey and when the purchase was made
  • view stats on your highest and lowest performing salespeople and understand which keywords are closing transactions

In the Google / Ipsus-Reid survey of 3,000 mobile searchers who recently made purchases, the role that click to call played in their purchase process was analyzed, with insights delivered such as:

  • 70% of mobile searchers have used click to call to connect with a business directly from the search engine results page
  • 47% of mobile searchers say that if a business does not have a phone number associated with their search results, they will be more likely to explore other brands
  • 61% of mobile searchers state that click to call is most important in the purchase phase of the shopping process

Need more information about why calls are as important as ever? Read the full article here. Need more insight into how call tracking helps you align phone calls to your multi-channel marketing efforts and tracking? Get in touch here.