5 Best Features of Hubspot Marketing Hub Explained for B2B Enterprises

1. CRM

At the core of the Marketing Hub is HubSpot’s free CRM, serving as the central database for your prospects, customers, and deals. The key to leveraging HubSpot CRM is tracking every touchpoint with your prospects to gain greater visibility into engagement and activity. By tracking behavior across the entire customer lifecycle, you can make better decisions about lead nurturing, lead scoring, sales handoffs, and personalization.

HubSpot CRM also helps eliminate siloed and disconnected data, ensuring your data is in sync and up-to-date. Contacts and companies can be imported and segmented with HubSpot, creating a unified interface for your marketing activities.

HubSpot also integrates with other tools in your tech stack. Mapping of customer properties enables cross-platform synchronization for flexibility. HubSpot CRM also makes information accessible across all of HubSpot’s other tools for an end-to-end marketing solution.

2. List Segmentation

List segmentation is a key weapon in your marketing arsenal. By dividing your customer lists into groups, you can tailor marketing efforts based on common characteristics. You can then use these groups to automate and personalize marketing efforts.

With HubSpot, you can create lists based on a wide variety of criteria to create flow chains. Besides simple sorting, you can create incredibly detailed targets for marketing depending on where prospects are in the sales process. For example, you want to reach a C-level executive in North America who downloaded your most recent eBook, but has yet to take any follow-up action. You can do that. If instead, this prospect filled out a lead gen form for more information after downloading the form, you will know that too. So, when your team does follow-up, they know exactly what triggered the action.

You can group contacts by creating an unlimited number of custom contact properties and assigning relevant values. When entering contacts, you can assign contacts to groups and when searching, you can use filters to find contacts within groups.

3. Email + Workflows

Even with all of the clutter in inboxes, email marketing remains one of the highest-performing digital channels for B2B companies. However, success depends on delivering relevant and valuable information. This means personalization of your content to target key pain points and solutions for your customers. 

A simple drag-and-drop editor makes it easy to design professional emails and there’s a large template library you can choose from. Because the email module is connected to the CRM, you can leverage segmentation, lists, and lifecycle stages to personalize at scale. AI features can help you write, providing prompts to help craft marketing messages.

One of the powerful aspects of HubSpot’s automated email marketing is optimization. You can automatically A/B test a variety of variables, such as email subject lines to determine which drives better engagement.

Another valuable tool for marketers is HubSpot workflows and sequences. You can build workflows to trigger emails based on the customer journey, ensuring you are sending the right marketing message tailored to the customer journey stage. As customers engage, you can automate pre-built sequences to move them through the sales funnel.

HubSpot also enables integration with external tools like Zoom, Slack, or LinkedIn so you can conduct business within the HubSpot platform and track interactions quickly.

4. Paid Ads Tracking

HubSpot’s ad integration simplifies performance analysis and increases visibility into conversions and revenue.

Using tracking parameters at the end of an ad’s URL, you can accurately attribute contacts to specific ads. HubSpot will then automatically connect ads to contacts for reporting. Google, LinkedIn, Facebook, and Instagram ads can all be tracked as long as they link to your internal sites.

This is a powerful tool that answers one of the biggest questions marketers have about their advertising: what’s working? With contact-level attribution, you can track actions from ads and determine the ROI of each campaign.

Another key advantage is that you can analyze your paid and organic results in the Marketing Hub dashboard rather than having to toggle between platforms. You get complete visibility into your marketing and sale funnel, enabling you to customize outreach and optimize your ad spend.

5. Reporting Dashboards

With any marketing effort, tracking and reporting are essential. HubSpot provides pre-built dashboards that cover all of your marketing activities. You can also customize dashboards with specific metrics to align with individual user’s goals. In other words, you can create different versions so that each team member can view the most important metrics relevant to their area of responsibility.

Dashboards provide overviews along with the ability to drill down into granular data to look at groups, segments, and contacts. Built-in analytics enable you to identify top-performing assets across the buyer’s journey, check site performance and measure traffic, and analyze reports across multiple marketing channels.

Conclusion

The HubSpot Marketing Hub provides powerful tools for CMOs and marketing teams, especially when you leverage the synergies achieved when using HubSpot's tools together.

However, many companies are unable to leverage the power of HubSpot fully. While most tools within the HubSpot ecosystem are intuitive, there is a fair amount of complexity in setting up workflows, sequences, segments, tracking, and reporting for optimal performance.

Book a call today with HubSpot Platinum Partner experts Diaz & Cooper to see how to customize your HubSpot solutions for maximum results.