3 Ways to Leverage Your CRM and Personalize Your Marketing

Leveraging your CRM is the secret to experience-driven marketing, which isn't just a buzzword -- it's your secret to growth. Forrester's Research found that companies who said they were focused on experience grew 40% faster and increased customer lifetime value by more than 60% versus those who weren't.

Very few tech teams have all of their tools and tactics tightly integrated into a CRM -- which often leads to disjointed customer experiences, siloed data, and an inability to know what's working. This is why we often recommend HubSpot's Marketing Hub with the CRM. It gives your team a unified view of the customer experience, allowing you to create truly personalized experiences across all channels and helping you properly measure your marketing success.

When marketing misses the mark, it's noisy, distracting, and borders on spam. Disconnected experiences can undermine trust and cause your customers frustration. And no marketer wants that.

Consider this:

• 75% of online shoppers like brands to personalize offerings and messages.
• 72% of consumers say they only engage with personalized messaging.

To break through the noise, think beyond basic personalization tokens if you want to create meaningful conversations and connections.

Here are three (3) ways HubSpot CRM can level up your personalization efforts:  

1. Segmentation

Lists are a great way to isolate segments of your database by any data point you hold. It can be contacted by (who they are) company (where they work) activity (what they’re doing) or area of interest (how they engage with content on your site) focussed and they can even constantly update to suit changing data fields in real-time.

In minutes, you can build a list of all contacts in the third month of their current contract - would they benefit from a useful upsell to complement their existing package? 

How about targeting every prospect that’s visited one of your service web pages more than once in the last 30 days by sending them a meeting invite to talk more about their specific needs regarding that service?

Obviously, the same messaging isn't going to work for upsells and service offerings. But with some thought, each group will get messaging they’re likely to welcome because it solves a specific problem they currently have.

2. Personalization

Yes, you can use HubSpot to personalize sales and marketing messaging on any standard or custom properties (i.e., the various data points you collect on contacts).  

But effective personalization doesn’t just mean greeting somebody through email by name. It may have been disruptive fifteen years ago, but the modern consumer is both tech and data-savvy. Modern personalization means sending relevant information in a timely fashion using the right language, tone, and subject matter. 

You want your prospects to feel a sense of serendipity. Ultimately we know it was effective CRM management because you created a workflow to follow up by providing more information to contacts that engaged with specific services,  offerings, or content on your website.  

Your communication should be personalized without being too intensely personal that it comes across as overbearing. Clients want information that feels helpful and offers value when they need it.

3. Trigger Timely Communication

When your CRM is packed with useful demographic data, you can use it to trigger personalized communications. Utilizing activity and engagement data to send out timely messaging could be the difference between a personal email and hyper-personalized messaging. Here are a few ideas:

• Individual Recommendations By Pages Visiting: When you know what pages a contact has visited, you will be able to offer specific recommendations to contacts tailored to their needs. 

• Help Drive Sales by Deal Stage: Use deal stages to trigger a bot to appear to prospects who are in a specific deal stage. Having a bot that is tailored to the stages of the buyer's journey you can answer questions that buyers need at the right time
• Trigger Personalized Messages Using Known Dates: Send out a birthday or anniversary email, or even renewal reminders to your customers. These timely messages will help you engage with prospects and customers using the information you have gathered.
• Delay Actions Until a Contact Responds/Performs an Action: With HubSpot workflows, you can delay activities (sending emails, creating deals, or changing a lead status) until the contact has completed an activity, like visiting a web page or completing a form. The advantage of this is that you can wait till a buyer is engaged with you before you send them an email. This will allow you to align with buyers in real-time.

Turn your entire CRM into a marketing machine by sending out the right message to the right people at the right time.

HubSpot CRM Helps You Personalize Your Marketing Offers

Rooting your marketing in a CRM also lets you create personalized experiences across every channel. Personalization continues to be the holy grail for delivering a great experience. In this hyper-competitive environment, it's harder than ever to win attention -- and we all know that the more you personalize, the greater your chances are of being noticed.

Applying any or all of these ideas will undoubtedly drive more revenue through your tech business in a sustainable, cost-effective way. By using the simple but powerful and effective toolset from HubSpot you can build deeply personal and contextual campaigns at scale.

Schedule a demo today to see how HubSpot can personalize your marketing and drive more revenue through your tech business.