Hubspot Weekly 02 - Campaigns & Measurement
Tactical - Bundle & Unbundle Marketing Campaigns
Hubspot Campaigns are one of Hubspots best features for very high-level attribution and campaign reporting but 90% of the time they are not being used. HS Campaigns are not as robust as SFDC campaigns but both have pros & cons (for another time) you can use right away.
Let’s walk through why:
HS records all touch points a contact has with your content/website/ads (mix of javascript/tracking URLs and cookies). For any campaign-level attribution, the system must know who interacted with what content.
HS is the system of record for marketing. In other words it knows the journey.
HS Campaigns allows you to bucket multiple channels & tactics under one umbrella. For example - is a big product launch coming? Bundle the ads + emails + blog posts + LPs + Social posts under 'Project Black Box launch,', and this lets you view aggregate data on how much contact/revenue & traffic was driven cumulatively by all those product launch announcement campaigns.
No more trying to add numbers, reference various places, and wrangling spreadsheets on models for influence + revenue & traffic.
Stop guessing and improve your HS implementation instead. How? Let’s break it down.
Ads - Usually, you'd have to use utm_campaign to bucket traffic by campaigns. But with HS Campaigns, you can click -> select -> add Ad Campaign to HS campaign.
How? Because of the HubSpot Ads integration. This works for FB / LI / GOOG ads. Capterra 🤞
We work with some folks who don’t like to host their blog on Hubspot - but having the blog on HS can be a huge advantage. Hubspot can then natively tell you which blog posts are driving revenue (by associating them with campaigns) vs. having limited content marketing visibility.
Call to Action - This is interesting because it gives you a middle ground. Don't want to host your content/website/blog on Hubspot? Embed Hubspot CTAs (Buttons) across external pages & connect them to Hubspot Campaigns to get visibility (albeit limited) to tie it together.
Email / Landing Pages /Social Posts - you can associate them with campaigns to capture traffic & contact conversions + calculate influenced or attributed revenue (enterprise)
When we first used, Hubspot campaigns - one huge gap was listed. Esp Static Lists that might be uploaded from Events or Partner Events. There was little in the way of associating these with campaigns. Use Case being you went to an event & spent $$$.
Now you are running post-event campaigns and want to measure how much pipeline the post-event campaigns drive OR if there's an existing opportunity that you want to associate to the event campaign. You can associate the static list with a Hubspot Campaign 🥳
Campaign Comparison (new) - compare two or more campaign performance side by side. [new] Associate forms with HS Campaigns - this is helpful if you have 1 form across multiple LPs (think ‘Talk to Sales’ on different vertical landing pages), but the Campaign is all the same.
As you probably can imagine there is a lot more to say, but this is already a mini essay so we will kill it here. Next time we'll discuss HUBS MKT ENT Attributed Revenue vs. Influenced Revenue (& Deals) + compare with SFDC Campaigns. Be sure to subscribe so you don’t miss it.
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