When you think about it, advertisers have an endless list of tools at their disposal.
For instance, we might build our ads directly within Facebook, LinkedIn, or Google. Perhaps we have a budgeting tool that helps us properly allocate our ad spend. Additionally, maybe we use a tool like SEMRush to do keyword research.
There’s a number of interesting reporting options out there. And I’m willing to bet when you’re working on your ads strategy, you’re leveraging much more than just the tools within the social media networks to find success.
We’re no different here at HubSpot. Everything from keyword research tools to Microsoft Excel and HubSpot’s own ads tool is booted up to aid us in reaching you with the perfect ad at exactly the right moment in your buyer’s journey.
But when people ask me, “What tool has the biggest impact on your ads strategy?” — without a doubt, it’s our CRM. Here, I’m going to explain why.
Why Advertisers Should Leverage Their CRM
When I take a look at my most successful ad campaigns, they have a few things in common.
First, they’re highly targeted. I’m not just blasting an ad out to any random group. Instead, I’m taking a look at our CRM data, and using it to create very specific segments of leads that will go into my audiences.
Second, my ad and the offer behind it is tailored to the audience I’m targeting. I don’t ask every single lead to buy our software, and I don’t target people who are ready to speak to our sales team with HubSpot Academy Lessons or introductory blog posts. Knowing where a lead is in their buyer’s journey, what content they’ve already interacted with, and what touchpoints they’ve already had with our brand is critical for success.
Third — and maybe most importantly — my most successful ads have clear next steps outlined for each lead that converts. You don’t see ROI on your ad spend if you don’t continue to work with the leads that come in through your ads. Whether you’ll pass them off to the sales team for direct outreach, or enter them into a nurturing flow, next steps need to be outlined from the start when devising an ad campaign.
These three components are hallmarks of any sound journey-based advertising strategy. If I feel confident about those three components of my ad campaign — my targeting, my offer, and my lead nurturing — then we push forward.
This is where a CRM comes into play. A CRM is vital for helping ensure each of those three components are working in sync.
Your CRM gives you a full overview of your customer’s experience with your brand. No tool is better for gathering deep insights on your leads. With these insights, you can start to create ad campaigns that feel personalized to each person who interacts with them.
Additionally, you can use your CRM to create better alignment between your marketing and …read more
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