HubSpot Campaigns: the key to integrated, data-driven marketing

Since you arrived on this page you probably are aware what HubSpot is, but for those who don’t, HubSpot is an all-in-one customer relationship management (CRM) platform designed to help businesses attract, engage, and delight customers. It offers a suite of tools for marketing, sales, customer service, and content management, enabling companies to streamline their operations, automate tasks, and improve customer interactions. And HubSpot campaigns is one of the functionalities that can help you work more data-driven.

What is HubSpot's Campaigns tool?

HubSpot's Campaigns tool is a robust feature that helps you manage and measure your marketing campaigns. It integrates various marketing activities – such as emails, social media posts, landing pages, and more – under one cohesive campaign. This integration provides a unified view of your efforts and their impact, making it easier to track performance and optimize strategies.

How do I set up a Campaign?

• Accessing the Campaigns Tool:
  1. Navigate to the Marketing menu and select "Campaigns."
  2. Click on "Create Campaign" to get started.
• Campaign Details:
  1. Name: Choose a descriptive name for your campaign to keep it identifiable.
  2. Start and End Dates: Define the timeline for your campaign. This helps in scheduling and tracking your efforts.
  3. Goal: Set a clear objective, such as lead generation, brand awareness, or customer retention.
     
     
• Associating Assets: HubSpot allows you to link various marketing assets to your campaign. These can include:
  • Emails: Choose the emails you plan to send as part of this campaign.
  • Landing pages: Link the landing pages designed for your campaign offers.
  • Site pages: Associate site pages to track traffic coming from different sources connected to your campaign.
  • Forms: Connect forms that will capture leads.
  • Calls-to-Action (CTAs): Add CTAs that drive action.
  • Social media posts: Schedule and associate posts that promote your campaign.
  • Ads: Link any paid advertising efforts.
    Workflows: When a campaign is associated with a workflow, you can analyze the number of enrolled contacts, number of contacts that joined the goal list and more.
  • SMS messages: Analyze the number of messages sent.

Can I also set up a campaign based on previous campaign results?

It is totally possible to also set up a campaign looking back at data from the past. You can for example include the ads that you have been running on LinkedIn in the campaign period and marketing emails sent during that time to collect all the historic data related to one marketing campaign.

However, it can be tricky to get reliable campaign data for certain assets like website pages and blog articles. A downside of using historical data is when a website page is included as an asset in two simultaneous campaigns. In this case, it becomes difficult to determine which campaign the traffic or leads are coming from.

How we in Utbrudd use HubSpot campaigns

In Utbrudd, we use HubSpot campaigns to create and manage integrated marketing strategies for both our clients and for our own campaigns in order to have all KPIs in one overview. By centralizing activities like email marketing, social media, and content creation, we can track performance in real-time and optimize strategies based on actionable insights. HubSpot's automation tools also streamline repetitive tasks, allowing us to focus on delivering high-impact results aligned with our clients' business goals.

Our favorite benefits of HubSpot campaigns are:

• Full overview on performance in one snapshot
• Directly see how much revenue your efforts generated
• Easy to set up
• No need to have access to multiple sources, it’s all in one place

How do I execute an effective campaign?

Once your campaign is set up, it's time to execute your strategy. Here’s how you can effectively manage and deploy your campaign:

1. Content Creation:
   • Create compelling content that aligns with your campaign goals. This includes blog posts, social media updates, email copy, SMS messages and more.
   • Ensure your content is consistent in messaging and branding across all platforms.
2. Scheduling and Automation:
   • Use HubSpot’s scheduling features to plan your emails and social media posts.
   • Implement workflows to automate follow-ups and nurture leads generated from the campaign.
3. Monitoring Performance:
   • Regularly check the performance dashboard within the Campaigns tool. HubSpot provides insights into email open rates, landing page conversions, social media engagement, and more.
   • Use these insights to make data-driven decisions and adjust yourtactics if necessary.

This third step is where the campaign tool really comes to live. When all assets are connected correctly, you will be able to find the performance of the entire campaign in one place under the performance tab in the campaign overview. This will save a lot of time where you would normally have to check performance in Google Ads, Facebook organic insights, Google Analytics website traffic, Mailchimp email performance, and the list goes on and on. 

Some examples of KPIs you can track:

• Number of new contacts and influenced contacts
• Number of deals created
• Total revenue made with this campaign
• Number of people visiting the website through the campaign

You can also compare the KPIs from unique campaigns with each other. In this way you can for example see how your back to school campaign from 2024 has performed compared to last year's campaign. ​​In the top right of the campaign overview, click Analyze > Compare campaigns. Then click each Campaign dropdown menu, search for and select a campaign you wish to compare.

To sum up

HubSpot's Campaigns tool is an invaluable resource for marketers looking to streamline their efforts and drive better results. By effectively setting up, executing, and analyzing your campaigns, you can enhance your marketing strategy and achieve your goals more efficiently. And that’s all in one place! In a nutshell: save time, work more data driven, have more control and make reporting easier.