Why should you consider HubSpot marketing automation?

When I first started out as a salesman twenty years ago, it was customary to receive a brand new Nokia phone, your boss roughly telling you what kind of customers or leads you were after and then you just start calling people you didn’t know or had never met.

This cold-calling method for reaching out to new customers cannot be underestimated, as it can, in best cases, bring the desired results. However, today we are often faced with a familiar situation for every salesperson: only few people answer the phone from an unknown number, and if they do, they are “in a bad place” or otherwise do not have enough time to listen. The truth is that many things have changed in the world of sales and marketing since the IT boom and Nokia success years. People (read: buyers) want to do a lot of research before making a purchase decision, or even before they know they need something.

Businesses in turn want to improve efficiency and use sales and marketing resources as smartly as possible. Above all, they want to maximize both the quantity and quality of inbound leads.

So what’s the solution when you need to deliver results and aim for growth? Two terms have risen to the surface – and stayed there: inbound marketing and marketing automation.

A few years ago, I started to dig deeper into the challenges of sales and marketing. I quickly became fascinated by the new opportunities that inbound marketing and marketing automation can offer in order for businesses to sell better and more effectively.

This – business efficiency, simplicity and result-oriented focus – is exactly what HubSpot marketing automation offers. Ways to grow your business by selling and marketing better and more effectively, and by serving your existing customer base so that they become your best salespeople. Satisfied customers will recommend your products and services to people they know (and also to people they don’t know via social media channels), if only they feel that your company has taken good care of them as a customer.

Is HubSpot right solution for your organization?

What sort of companies then benefit most from HubSpot? HubSpot doesn’t really care whether your customers are consumer (B2C) or business (B2B) customers.

One of the most decisive factors is whether your products or services have some sort of consideration period and whether it is likely that your customers need to research a reasonable amount of information before making a purchase decision. Inbound marketing is all about delivering the right content to the right audience at the right time. If your product/service doesn’t require this, you may not need a marketing automation solution.

However, it is difficult to draw an absolute line between who needs HubSpot and who doesn’t. As a rule of thumb, the longer the sales cycle of your products or services, and the greater emphasis your customers have on pre-purchase information, the more suitable HubSpot is for your business. Even with products/services with a very limited number of potential buyers and millions of dollars in value (such as large technology solutions or industrial products), HubSpot can enhance your organization´s sales efforts.

HubSpot´s and marketing automation skyrocketing popularity is perhaps best illustrated by some recent studies which estimate that by the end of 2023, more than $25 billion will be spent globally on marketing automation solutions, a staggering increase compared to $11 billion in 2017.

If you are interested in how your organization can improve sales, marketing or customer service with HubSpot marketing automation, you check out our HubSpot services.

Written by Kai Strandberg, Client Director, HubSpot Consultant.
Published April 4th, 2022.