At the June 8 Richmond HUG, Kristina Volovich shared tips and tricks on how to leverage HubSpot to gain insights on customers and prospects.

1. How to Use HubSpot to Learn
More About Your Customers
Kristina Volovich, HubSpot

2. Kristina Volovich
Customer Demand
Marketing
@steeens11

3. Inbound Marketing Framework

4. So, how do we use
HubSpot to delight our
customers and prospects?

5. Key Tools to Use:
• Reporting
• Social Media
• Email
• Lists
• Campaigns

6. 1. Reporting

7. Reporting is more powerful than you think

8. Sources Reporting

9. Metrics broken down by channel

10. Carefully watch top performing blog posts and emails

11. 2. Social Media

12. Social Media use can reveal customer behavior

13. Monitor which channels drive the most customers

14. Pair Advertising with Inbound to Target Customers

15. Find out who responds well to targeted advertising

16. 3. Email

17. There are over 205 billion emails sent and received each day

18. Email metrics show how your customers are
responding to your marketing efforts

19. Figure out what customers like by
testing CTAs, copy, formatting and tone

20. Go one step beyond CTR -- what customers are clicking on?

21. 4. Lists

22. Great list segmentation is key to success

23. Ways to learn what your customers like & dislike:
• Content read (blog posts, ebooks)
• Pages they visit (landing pages, website pages)
• Emails they open and click on
• Events they register for
• Social Media channels they use
• Survey they filled out
• Webinar they attended

24. 5. Campaigns

25. Inbound Marketing is all about creating valuable and
relevant content
Content

26. When is the last time you ran a
customer centric campaign?

27. Running a content campaign for your customers is the
ultimate way to learn how they engage

28. QUESTIONS?

29. THANK YOU!