Marketing automation should be about more than just blasting out conditional emails. It should focus on the entire experience of your leads, sending communications designed to benefit leads not interrupt them.
HubSpot's behavior-driven communication tool triggers emails and other messages based on your leads' full history of interactions on and off your site. Use marketing automation to nurture leads and send them information only when it is most relevant to their buying cycle.
Expand your Automation to Include SMS Messages and Internal Notifications
Email is not the only channel used by customers and leads, why should it be the only channel in which they received targeted messages? HubSpot's behavior-driven communication tool can trigger messages through SMS and chat systems. It can also send internal notifications to your sales team after a lead has taken a given action.
Incorporate Social Media, Helpdesks and Billing Systems into Your Campaigns
Get a more comprehensive understanding of your leads and customers. Tailor communications based on their interactions with your company on social media, in helpdesks and through their billing history.
Deliver Information at Critical Moments in the Decision Process
Marketing automation should be useful to customers, not just another interruption. Use behavior driven communications to fill in the gaps for leads as they navigate their decision process. After a lead becomes a customer, continue to use the tool to keep customers engaged and address problems or issues quickly, ultimately reducing churn and creating a more positive customer experience.
Integrate with your existing email service provider (ESP)
HubSpot's behavior driven communication acts as the brain behind your existing email service provider, enabling you to continue to use your favorite templates and saved mailing lists to nurture leads and drive the actions most critical to your business. Automated emails are triggered using your existing service and email analytics are tied back into you HubSpot system.
Advanced marketing automation ideas
- Encourage Use of Free Trial: Send a welcome email to users who have signed up for a free trial. For users who have not used your services by the end of the trial period, follow up and offer an extension of the trial with some tips on getting started.
- Prevent Churn: Send targeted support emails to users who requested help via Zendesk or another support tool and never signed back into your site.
- Prevent Shopping Cart Abandonment: Automatically reach out to customers who have started the check-out process but stalled. If a customer has abandoned his or her shopping cart and also looked at the return policy, email them with more information about returns and exchanges.
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