Marketing To Architects: Technical Content
In the built environment, technical content serves as the backbone of every new project, so...
Hi, my name is Ainhoa, Inbound Marketing Specialist at Insynth Marketing.
In this video, I am going to dive a little bit more into how using lists can provide you with more insights on your database and give you more power when designing a new campaign or reviewing your marketing strategy.
If you have not yet watched our video on the different types of lists available on HubSpot, I encourage you to review it before watching this video.
Lists are a gamechanger when it comes to creating complete and understandable reports from information that otherwise would be scattered around, making little to no sense.
But HubSpot is not all-knowing: the accuracy and richness of the data produced within the reports will depend on how healthy the information that we have implemented in our HubSpot portal is.
Even when we have made sure that our data is clean, reports can get quite tricky.
This is due to how varied our CRM might be.
Variety is not necessarily a bad thing, and we should not be afraid to have different types of contacts in our CRM as long as we are segmenting them accordingly.
Different types of contacts will have different criteria when evaluating your product or service, will need to be addressed through different strategies and, consequently, will provide you with different results.
The construction industry is particularly rich when it comes to the decision-making journey of the different people involved.
Different role types will look for, evaluate, and choose a product or service in a very unique way and it is crucial for any marketer to be aware of that uniqueness. In that way, running reports that address that distinctiveness will guarantee the success of the information produced.
Considering different characteristics of your database, you can classify your audience through different criteria and come up with segmented lists that will make reporting much more efficient.
An easy example for this can be segmenting your audience based on their job role or their authority when it comes to decision-making.
Running a report to check our conversion rate including contacts that have no authority to progress a deal sounds seem too helpful so, why not including only those who are able to make that decision?
Another example of smart segmentation would be to identify demographic groups and look at their research and purchase habits.
You might discover that the preferred way of being contacted varies from an architect in their 30’s to a contactor in their 50’s.
I hope this brief explanation was useful. If the different uses of lists have caught your attention, feel free to explore other videos where I speak about using lists to run A/B tests or reduce spam.
If you have any questions, give us a shout.
I am just an email away!