Hubspot Case Analysis

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Marketing automation (MA) is a software platform and tactics that allows a company to buy and sell, to nurture prospects with highly personalized, useful content that helps convert prospects to customers (HubSpot, 2015). Marketing automation platforms are more valuable to B2B marketers faced with a complex customer lifecycle, a wider array of digital marketing channels, and an unprecedented volume of prospect and customer data. According to Forrester Research, “B2B marketers that implement marketing automation experience a 10% increase in their sales-pipeline contribution” (Oracle Marketing Cloud, 2015. Page 3). That being said, according to SiriusDecisions, a global b-to-b research and advisory firm, 85% of B2B marketers using marketing automation …show more content…
In addition to CRM integration, it also has Content Management System, which allows multiple users with different authorization levels to manage content and data on a project. HubSpot offers other benefits too, especially from an SEO standpoint -- strong keyword analysis/tracking tool, inbound link tracking, a blogging section that offers SEO guidance and analytical tools to show how Square’s blogging efforts can generate leads. With HubSpot Square can build call to action buttons and landing pages that are critical to its conversion process. This MA platform is capable of designing campaigns, workflows and has solid email capabilities such as list segmentation, campaign implementation tools, design templates and themes, nurturing functionality, analytics and lead scoring, all of which is vital for Square in tracking prospect advancement through its sales process and marketing effort. HS integrates with one of the leading CRM systems – Salesforce and if Square goes with the professional versions of both HS and Salesforce, the two will sync with a one-time setup process, which saves time, money and work. From an analytic standpoint, it tracks and reports on the full life cycle of the customer that is from the initial website (Square’s) visit to the …show more content…
For example: when the company gets a negative comment on social media, Square could send personalized emails to leads based on triggering actions and doing so can minimize social media

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