TSL Marketing is gearing up for INBOUND 2020, a virtual event Sept. 22-23 that will bring digital marketers together from all over the world. We hope you will stop by our virtual booth for more information about our HubSpot training, integration, and migration services, but first, we’d like to introduce you to some of the faces you’ll see at the event beforehand so you can stop by and say hello.
Today we will speak to Kerri Vardon, Senior Director of Strategic Account Management at TSL Marketing, and learn how she helps B2B tech companies with their strategic use of the HubSpot sales and marketing hub.
What are your primary duties within TSL Marketing’s HubSpot services?
Kerri: I am one of the project managers who oversees all initiatives within HubSpot on behalf of my clients. I work with the team (both the TSL team and the client team) to execute on these initiatives, step-by-step. I work hand in hand with my HubSpot Marketing Strategy team to brainstorm, plan, visualize, QA, and execute any overarching strategy in the platform.
“ HubSpot is a full marketing automation platform with all of the bells and whistles ... HubSpot really has it all.”
What are some highlights of HubSpot’s marketing automation capabilities?
Kerri: HubSpot is a full marketing automation platform with all of the bells and whistles. You can send a marketing email with a call-to-action to a landing page that puts all form responders into an Active Marketing list that triggers a relevant email marketing drip campaign that will keep serving that contact relevant top and middle of funnel content that they may be interested in until they are ready to become a bottom-of-funnel conversion. (Admittedly, that was an intentional run-on sentence so you can see the breadth and interconnectedness that HubSpot can help a company achieve.)
In addition, all of a contact’s email and form activity lives on their contact record and can be pulled into custom reporting and dashboards so you can measure ROI for your marketing efforts. HubSpot really has it all.
How does the platform’s interface allow for easy navigation for beginners?
Kerri: I’ve been helping our clients use HubSpot for years. HubSpot is a super attractive option against other marketing platforms because it is so user-friendly — you can build and deploy marketing content without being a developer.
Everyday functionality like list building, email creation, and landing page creation is user-friendly and intuitive.
What ultimately leads TSL clients to want to transition to HubSpot?
Kerri: The main challenges that are brought to our attention are:
A diminishing marketing team that still needs to produce the same amount of meaningful content it did with a larger staff
A client wanting to better understand their own data and marketing metrics and performance
Not being able to execute a cohesive strategy with multiple components while maintaining a holistic view on performance at a contact or company level
A client wanting to turn their marketing strategy into a more automated machine
Integrating emails, landing page/forms, and contact follow-up under one platform
“ HubSpot really does make it easy for users and trainers alike.”
How does the HubSpot interface make training our clients easy and efficient?
Kerri: HubSpot really does make it easy for users and trainers alike.HubSpot Academy is a free online training hub, complete with various courses and certifications on a wide range of topics. This is a good starting pointto educate and enable your team not only on marketing concepts (e.g. inbound marketing, growth-driven design) but also on how to apply that base knowledge within the HubSpot platform itself.
I love how vast and comprehensive HubSpot’s training courses are, not just on how to use the platform itself but also on broader marketing concepts such as “Inbound Marketing.” They’ve made it easy to enable a marketing team with videos (and quizzes).This allows that team to build up the confidence to use the tool to its full functionality.
We hope you’ll stop by to see us at INBOUND 2020. But if you’re ready to get started now, sign up for an analysis of your current sales process and platforms and let us show you how we can put HubSpot to work for you.