Feature Spotlight - Campaigns

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Background

Campaigns can be a key growth accelerator for businesses when done well. Good marketers know the ingredients to running a great campaign are alignment across teams, engagement throughout the customer journey and reporting that drives decisions. 

Too often alignment is overlooked as a key ingredient in campaign impact. Alignment is sacrificed across Marketing, Sales, Web, CS & Ops because each team is using different systems with siloed data.

At HubSpot we know that even the best laid campaign plans don’t work when teams are not in sync. Engaging your audience through aligned campaigns ensures you speak with one powerful voice propelling your customer along their journey, reducing friction and delivering results on the goals that matter most to your business.

HubSpot is the only Marketing Automation platform built on top of a CRM platform. Which means not only are all of your campaign tools in one place, but all of your customer data is too.

The Challenge in the Market

  1. Marketers need to switch between multiple tools so alignment on goals and execution is impossible
  2. Customer data is broken up between different apps so marketers have no unified customer view
  3. Marketers have to wait in line for operations or analysts to pull reporting and customer data they need from different tools
  4. The buyer journey is becoming more complex, and without a single customer view, marketers don’t know who to target, with what, or when

What is the Campaign Tool?

What it is:

The Campaign tools in HubSpot give marketers everything they need to build, manage and collaborate on campaigns from one central place.

Easily manage campaigns in HubSpot by grouping related assets and content together for better campaign management and improved team alignment. Measure the effectiveness of each campaign at a glance, set campaign goals, assign owners and define your audience.

In fact, customers who leverage the campaigns tool see a 62% increase in web traffic over those who don't use it.

Why HubSpot Campaigns?

  • One data stack to drive consistent and reliable targeting and personalization
  • HubSpot’s purpose built campaign tools are easy to use and adopt across teams
  • Complete and flexible reporting to show the engagement and business impact across all your marketing campaign assets
  • Purpose built campaign collaboration and management tools

Packaging & Features

The campaigns feature is available at Professional and Enterprise editions of HubSpot Marketing Hub. Below are some key features and how we package them by value. See the pricing page for more information.

The Campaign collaboration tools are a set of connected productivity tools that make it easy for marketers to plan, execute and collaborate on related work in the form of campaigns.

Value soundbites:

  • Improve campaign management by bringing more consolidation to the way your team works
  • Increase team productivity by facilitating team collaboration across the tools you use every day
  • Make it easier for your marketing team to do their best work
  • It makes campaign management and execution feel seamless between teams.
  • Eliminates any friction during campaign planning.

Features that make this possible:

Marketing Home: Marketing Home aims to create a space where all your important signals come together on one screen. See all your assets planned out over time on Marketing Calendar. Make sure nothing falls through the cracks by assigning tasks to your team and grouping them by campaign. Quickly view comments left by your team.

Campaigns: Previously, you couldn’t associate certain assets with a campaign in HubSpot, such as ads. We’ve now made it possible for you to incorporate all of these assets for an all encompassing campaign planning experience. (link to knowledge base)

Calendar: The new calendar is more inclusive of campaign information - users will have full visibility of all marketing assets and which dates they’re scheduled for. And since we know campaign information is always changing and evolving, all these assets will be directly actionable from the calendar.

Tasks: Marketers need to be able to collaborate on and assign work easily.That’s why we’ve created Tasks, a better way for marketers to get work done in HubSpot. Tasks give marketers more clarity on the work that they need to do, more context to help them execute that work and more collaboration with team mates. (link to knowledge base)

Comments: Today work happens online, and increasingly across buildings, homes, time zones, and countries. You can now @mention other teammates, format your comments, and view your conversations in an integrated comment panel right inside HubSpot.

Omni-channel campaign automation in Marketing Hub gives you the tools to architect highly personalized campaigns across many channels and work seamlessly across internal teams.

Value soundbites:

  • You’ll deliver a truly personalized customer experience, via any channel, at scale.
  • Work smarter not harder. Don’t settle for messy data. Automate your lifecycle stage, lead status, and lead scoring management so that you always have a clear picture of performance and are efficiently driving leads to sales. 
  • Don’t let complexity stop you from executing your big ideas. Workflows seamlessly link your marketing automation platform with CRM data and your favorite tools like Slack, Zoom, and more.

Features that make this possible:

Workflow Builder (all Pro+ tiers): Build personalized automated campaigns in minutes with workflows: HubSpot’s custom powerful no-code automation engine. With Marketing Hub Pro, you can build up to 300 workflows to automate manual tasks, keep your CRM data clean with automated property updates, and power complex personalized campaigns at every stage of the customer journey.

Workflow Integrations (Marketing, Sales and Service Hub Professional): With workflow integrations, you can seamlessly incorporate your favorite tools into automated campaigns and business processes. Including SMS, Facebook Messenger, push notifications, Google Sheets, Asana, Slack, Zoom and more.

Omni-channel automation (all Pro+): Design omni-channel campaigns to reach your audience wherever they are most likely to engage with your brand - from your website to social channels. HubSpot workflows encompass:

  • Ad sequencing
  • Ad event syncing for optimization
  • Blog -> social auto-publish
  • Social send time automation & optimization
  • Social post scheduling
  • Form follow-up emails

Custom Delays (Marketing Hub Pro+): Trigger your workflows to send on specific days of the week/times of day and setting them to send in your contact’s time zone. You can also set your workflows to skip key dates like holidays. Trigger subsequent workflow actions as soon as key engagements like page views and form submissions happen with a new type of delay that waits until an interaction

Marketing Hub Pro reporting gives you access to all of your data in one place via clear, easy to set-up, beautiful reporting. This makes it easy to visualize and share your most important business metrics and align stakeholders to make data-backed decisions.

Value Soundbites:

  • You’ll be able to easily visualize and share your most important business metrics via beautiful, pre-built dashboards.
  • What could your team accomplish if you never had to spend any time in Excel? With Marketing Hub Pro + HubSpot CRM, you’ll have all of your data in one place for quick and easy reporting.
  • Can you imagine an easy budget conversation? Contact create attribution reporting helps you decide which channels to prioritize based on results.

Products that make it possible:

Custom Report Builder: Campaigns data is now available in the custom report builder. For more details on custom report builder, visit this resource. Or watch this demo.

New Dashboards: Flexible dashboards in Marketing Hub are beautiful, data-dense, and are easy to build and share with your team. You can customize your dashboard layouts to create data visuals that tell a story. 

Benefits of Using HubSpot Campaigns

62%

HubSpot Marketing Hub Professional and Enterprise customers who used Campaigns saw an average of 62% more website traffic than those who did not use Campaigns.

62%

HubSpot Marketing Hub Professional and Enterprise customers who used Campaign Analytics saw an average of 62% more form submissions than those who did not use Campaign Analytics.

68%

HubSpot Marketing Hub Professional and Enterprise customers who used Campaigns saw an average of 68% more form submissions than those who did not use Campaigns.

Key Resources

Prospecting:

Demo:

Selling:

  • [Guide] Rip & Replace with Marketing Hub (coming soon)

Demo Resources

Campaign Data in Report Builder

Campaigns

Marketing Home

Marketing Calendar

By giving you the ability to tag all assets within a campaign and assign the campaign with a revenue cost and then attribute revenue generated to those assets. HubSpot gives you the clarity and transparency to be able to prove a direct ROI from your marketing campaigns. And with the addition of the calendar and task tools linked to a campaign, you are now able to organize all stakeholders within the campaign as well. Giving you clarity of purpose, clarity of ownership, and clarity of ROI.

Adam Aigbokhae

Director of Strategy

Six & Flow

Value of Campaigns

Campaigns Tool

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Find More Marketing Hub Resources

The Marketing Hub partner resource page includes tons of information and resources that will help you sell and service with this key feature.