The IMPACT Blog
The latest in inbound marketing, sales, design, & conversion rate optimization.
For five years in a row, I’ve counted down the days to HubSpot’s INBOUND. To me, there is nothing better than being immersed in everything inbound marketing for four days. It gives you such a burst of creative energy, when you get home, you just want to get shit done. This year was no different. Last week, HubSpot delivered one of the most inspiring INBOUNDs I’ve ever attended.
Before we talk about 2017, let’s go back a few years. When IMPACT arrived at INBOUND 2013, our heads were held high. We expected to have a big night. The year prior we won awards for Rookie of the Year and Best Content, and we had made huge strides internally since. We staffed up. We moved into a bigger office. We doubled our revenue. Because of those milestones, we were sure we were on our way to being named HubSpot Agency Partner of the Year — the partner program’s highest honor and one we coveted since we saw Element Three take it in 2012. But when the moment finally arrived, IMPACT’s name was nowhere to be found. And that lit a fire under us.
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Sitting at the heart of HubSpot’s marketing automation, HubSpot Workflows are immensely powerful. Most clients I come across, however, haven’t really started dabbling in their capabilities. They have a few workflows here and there that are meant to help nurture leads from one stage in the funnel to the next, but, for the most part, they don’t have a significant amount of strategy behind them. Here are three awesome (and most importantly, strategic) things you aren’t doing with HubSpot Workflows.
In the last five years, marketing automation has grown into a $1.65 billion industry with over 142,000 businesses (including American Express, Intel, LinkedIn) relying on it to run and monitor many of their marketing efforts. From Unica (now known as IBM Omni-channel Marketing) in 1992 to the newest players like HubSpot, WhatsNexx, and Loopfuse, the marketing automation software market is more vast and comprehensive than ever, and the average monthly cost of using them has also dropped as well.
A lot of inbound marketers find themselves in this situation: They get notice of a new lead that makes them all excited. They can't wait to click the contact record and find out who it is. So, they go over to their HubSpot portal, pop open that record and then hang their head in disappointment seeing it’s someone not even remotely qualified. These kind of “junk leads” are common in inbound marketing and are often the bane of our existence -- but they don’t have to be.
If you’re a business owner or a CMO, you know how hectic work days can get. Back-to-back meetings, ensuring your team is on track to meet their goals for the quarter, double checking your new Facebook campaign (that’s going live in the next 20 minutes), and the list goes on. It can be difficult to balance everything you need to do while also making sure your marketing is hitting the right audience, at the right time, with the right message, to successfully generate new business. That’s why we’ve seen many companies turn to marketing automation.
When redesigning your website, you are often faced with the task of looking for a platform that is capable of the specific functionality of facilitating your marketing efforts. Researching the multitude of options can be a real pain. You may find yourself struggling to understand whether or not certain capabilities are supported/included, how secure the platform is, and how complex learning and using the software really is.
I’m a HUGE fan of Zapier. We’ve been using it for the past few years at IMPACT and it’s enabled us to maximize our usage of applications like HubSpot, Slack, Google Calendar, Eventbrite, and much more. Today, I’ll teach you to do the same (all without writing a line of code).
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