All good things come in threes, or at least that is what history tells us. After all, genies give three wishes; there are three little pigs not four, and of course who would go to a two-ring circus? But superstitions aside, at Widen, we found our martech sweet spot in this number.
To really market, and market well, we need the trifecta of wins — we must get the right content, to the right people, at the right time. And this requires a trifecta of tools!
The trifecta: Salesforce, HubSpot, and the Collective
While the perfect martech toolkit looks different for every company, we would not be where we are today without the united power of Salesforce, HubSpot, and our very own Widen Collective®. These tools are integrated through technical connections, but largely in process and function, with each platform playing its part at different buyer and workflow touch points.
Here’s how the three function individually and together:
- Salesforce: Used for customer relationship management (CRM) and business intelligence, and is tightly integrated with HubSpot, so our sales and service teams get a complete view of all customer activity.
- HubSpot: Is our content management system (CMS), which we use for marketing automation efforts like email, social, campaign landing pages, persona targeting, and data tracking. HubSpot is critical to our customer-facing teams, as it bridges our marketing operations with customer experiences.
- Widen Collective: Is our proprietary platform, which is used for digital asset management (DAM), content analytics, and workflow management, and is vital in the development, management and measurement of our marketing and creative content. Through its integration with HubSpot and SalesForce, we can ensure our teams only use marketing assets that are approved, optimized, and measurable.
Teamwork makes the dream work
To further illustrate the dynamic co-play between systems, think about things in terms of a single digital asset. Each digital asset “lives” in the Collective, but can easily be shared anywhere outside this environment using a simple embed code or share link from the Collective.
Then, wherever we share it, be it via a HubSpot email campaign, landing page, paid social ad, or even by our sales team, we track every interaction across the entire lifecycle of the asset. We record when, and with what other assets, our Salesforce contacts interact with our HubSpot experiences. Pretty great teamwork between the three, right?
Game time! Gather buyer information, advance marketing, repeat.
Put these tools to the test by gathering buyer information.
There are millions of ways to use HubSpot, Salesforce, and the Collective to gather information about your buyers so you can market better and smarter. The key is to get the right content, to the right people, at the right time. But first, you must gather information about your buyers.
In the spirit of three, here are (you guessed it!) three exercises to get you started:
1. Map buyer journeys
Focusing on 10 recent wins, map out the customer journey for everyone that interacted with your company during the entire buying process, decision-makers, outliers, and influencers alike. Then, using HubSpot and its integration with Salesforce, pull a list of buyers’ activity and organize it by client. Finally, create a visual representation of each company’s journey. This visual will make the complex buying process more digestible so you can identify patterns and analyze key interactions, such as the trigger that started a buyer’s search for a solution or the touchpoint that resulted in a demo.
2. Audit existing content
Before diving headfirst into your data, focus your audit efforts by identifying a specific question you want to answer about each of your personas. Then collect data from different sources and organize it in a spreadsheet. Depending on what you are after, you can gather data like downloads, embed views, share views, and view-to-download rates from the Collective, and use HubSpot for information on landing page views, submission rates, organic searches, and even new-contact or gated-content information.
3. Identify or refine personas
Look back at the customer journeys you mapped, both the buying and rebuying stages, to get a better idea of who you are really talking to today, who is involved, and what content is most popular. For example, you might realize that you are completely ignoring a key audience persona. How do you know this? Well, HubSpot told you that your existing personas aren’t the primary folks visiting your website. Then Salesforce gave you the job titles of those people, and the Collective helped you pinpoint the content they consume, so you understand what is important to them. Couple this type of research with qualitative interviews and you’re well on your way to a deeper understanding of your ideal audience.
Apply learnings to advance marketing.
Now for the most important part. Take all of the buyer information you gathered from Salesforce, HubSpot, and the Collective and use it to inform your messaging, brand, and content strategy. However, remember to apply your findings promptly, so you do not lose the opportunity to speak more directly with your audience and earn their trust by showing them that you understand their challenges and needs.
Here are three ways (there we go again!) to apply your learnings to advance your marketing efforts:
- Improve marketing messaging: Persona research helps you understand the pain points of buyers, and in turn, informs the information and solutions you provide them. Use Salesforce, HubSpot, and your qualitative interviews to pull word-for-word audience quotes and commentary, and then incorporate their exact language in your content.
- Implement changes faster: Updated marketing messaging means new copy and visuals, but with the help of the Collective you can immediately access existing assets to repurpose and modify. You can also use our Workflow product to quickly and painlessly kick off creative projects, make and coordinate reviewer edits, manage approvals, and monitor your brand.
- Provide a central source of truth: Whether your content optimizations require a simple word change or a complete overhaul, the Collective will ensure that your teams only have access to current and approved assets. Use share and embed codes in HubSpot-hosted experiences to sync tracking, and leverage Portals so sales can access collateral from Salesforce.
Getting the right content, to the right people, at the right time is not a one-shot exercise. You need to continually leverage tools like Salesforce, HubSpot, and the Collective to learn about your audience, their needs, wants, pain points, and motivations. And, most importantly, you need to move quickly and apply your learnings to your marketing efforts. The magic formula? Use your marketing tools to learn more about your target audience, advance your marketing, rinse, and repeat!