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How ServiceNow Partners Can Make the Most of HubSpot
Tips for maximizing the return on your investment in HubSpot's powerful digital marketing platform.
Simon Hendery
Apr 23, 2022
HubSpot is a powerful digital marketing tool and that’s why it’s the platform of choice for many ServiceNow Partners.
But HubSpot is also a big investment, so it’s important you use it effectively to market and sell your ServiceNow services.
Common challenges marketers face include:
- Not generating as many leads as they would like, despite putting significant efforts into digital marketing.
- Struggling to measuring the ROI of their marketing activities.
- Not knowing whether they are using HubSpot to its full potential.
According to HubSpot’s own research, customers who use the platform effectively generate 2.5 times more leads per month and increase their lead conversion rate by 70%. So, making the most of the powerful toolset you’re already paying for is definitely worth it.
Tips for Maximizing Your Marketing Efforts with HubSpot
Here are six tips for ensuring you get the best value out of HubSpot:
1. Measure Your Marketing ROI
Measuring return on investment (ROI) from marketing activities is a crucial activity for marketers.
Without an understanding of the ROI achieved by specific campaigns or pieces of content, you won’t know how effective your marketing is, or what aspects need improving.
The analytics collected by HubSpot make it easy to calculate marketing ROI for all types of campaigns.
Monitoring marketing ROI ensures you to know how many leads and customers are generated through specific marketing activities and enables you to adjust your resources to focus on the most effective campaigns.
2. Track and Analyze Your Website Traffic
Having a clear understanding of where your website traffic is coming from helps you understand what types of campaigns and promotions are most effective. This enables you to make data-driven decisions about your marketing strategies.
HubSpot makes it easy to get a comprehensive analysis of how visitors are engaging with your website.
3. Run a Content Audit
While you’re at it, run an audit of your content in conjunction with an analysis of your site’s traffic.
Taking stock of how many visitors are reading or downloading each piece of content gives you invaluable insights about the topics your prospects and customers are interested in. This helps with planning updates to your content strategy.
A content audit is also a chance to identify any required updates or changes, both to the content itself and the related SEO elements on your content pages.
4. Review Your SEO
Speaking of SEO, a review of all aspects of your website’s SEO is well worth doing on a regular basis, given how search engine optimization best practice changes regularly.
This is an opportunity to ensure your site is optimized for specific keywords that align with the unique value proposition you offer within the ServiceNow ecosystem.
Most ServiceNow partners aren’t organizing their sites around topic clusters, a powerful content strategy that can help establish build search authority for your specific niche in the ecosystem.
Check out how Elite partner Plat4mation have used the topic cluster approach to create an authoritative page that ranks highly in the Google search results for the keyword ‘ServiceNow partner’.
With HubSpot, you have the tools at your fingertips to easily structure your site for effective SEO using topic clusters.
5. Align Your Marketing and Sales Activities Through HubSpot
One of HubSpot’s key strengths is the ability to align marketing and sales initiatives and outcomes through the platforms CRM which acts as a single record for prospect and customer engagement.
Make sure you take advantage of capability to establishing links between marketing activities and sales results.
6. Audit Your HubSpot Account
To keep HubSpot performing at its best, it’s worth carrying out an occasional audit of the content and data you have on the platform.
Like any CRM-based solution, it’s natural that over time the database will become cluttered with outdated and unused information, so a semi-regular review and purge is necessary.
An audit will also help answer other important questions such as what apps are connected to your account.
Want to Get More Value Out of HubSpot?
At Think Points we’re certified HubSpot experts who can help you make the most of the platform’s many features.
And, as ServiceNow specialists, we’re ideally placed to devise a digital marketing strategy to help you to sell the unique value proposition you bring to the ServiceNow partner ecosystem.
Book a call with Simon to discuss how you can get more out of your HubSpot investment.