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 elaborate on the topic of segmenting your audience through lists. 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.
Today, I will teach you how to use list to give you the segmentation that you need to cater for every group of your audience adequately.
Your lists need to answer questions that you have about your customers and about your company, and there are three things you need to keep in mind to guarantee that those answers are the ones you were looking for.
First, you need to have the criteria clear. Based on what do you want to segment your audience?
Lists are available for all objects hosted in HubSpot, meaning that you can build lists off contact records, company records and deal records (lists based on tickets coming soon!).
Depending on the information you want to get from the lists, you will target the specific object that holds that information.
You can also create lists based on certain actions like form submissions, email conversations and page views.
Secondly, we need to make sure you have the information that you would like to use as the criterion.
A property is a piece of information that HubSpot has about each of the contacts on your CRM, and you can ask HubSpot to create a list based on that data.
The information you collect from your contacts needs to align with your lead generation strategy.
HubSpot will help you identify and gather contacts that have a particular trait, but HubSpot will not be able to make that information up.
If you would like to know how many of the people on your CRM are architects, that piece of information should have been asked to them in the first place and, consequently, the property “Job Title” should be a must in your forms.
Lastly, you need to be disciplined.
Your lists will be as healthy as the data that you filter through them.
A data collection plan will ensure that HubSpot is consistently gathering the answers to your marketing efforts and creating complete and high-quality records.
For those that find this consistency particularly tricky, HubSpot has recently launched a new Hub that would guarantee a professional, consistent, and clear look of your CRM.
The Operations Hub comes with the first-ever feature devoted to data quality automation that will fix CRM consistency issues for you.
I hope this brief explanation was useful. If you would want to know a little bit more about how HubSpot can help you segment your database, give us a shout.
I am just an email away!