How to Humanize Your Marketing Automation with HubSpot

Marketing automation can help marketers stop wasting time on repetitive tasks and more effectively market their brands across dozens of channels, such as social media and email. It allows them to manage their time more appropriately while maximizing their efforts.

A marketing automation software program is a tool that manages and distributes all of your content for you automatically. Used to its full potential, it can deliver a great return on investment and help you increase your revenue by allowing you to better nurture prospects and customers with content that delights.

However, you don’t want the exact same generic email marketing content to be blasted to all of your contacts. You don’t want your messages to sound automated, even though they are. To be effective, you need to segment your lists of prospects and provide personalized messaging that will interest your prospects based on their specific characteristics, needs, pain points, and location in the sales funnel. You have to humanize your marketing automation.

And HubSpot, one of the best tools on the market for streamlining your marketing efforts, can help. It has great features that will allow you to humanize your marketing content. Here’s how.

Anonymous Personalization

From the moment your visitors enter your website, you should be tracking their moves and personalizing content to show them. The Anonymous Personalization feature in HubSpot allows you to do just that, even without having your visitors give you any personal information or fill out any forms. By using basic data, like the device being used to access your site, the country they live in, and the number of visits they’ve made to your site, you can personalize the content that your visitors see so it’s most appropriate to their needs. For example, if a person is visiting your site from the United States, you can show prices in American dollars instead of Canadian. This feature will enable you to better communicate with your leads and humanize your content, right from the very start.

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List Analytics

Your marketing lists are absolutely essential to your efforts. Unfortunately, though, marketing databases decay at a rapid rate each year. People change their email addresses or get new email addresses when they get new jobs with new companies. Sending marketing materials to email addresses that don’t exist won’t do you much good. The HubSpot List Analytics feature provides detailed data about the health of your marketing lists—such as engagement, growth, and contacts. You’ll be able to see how engaged your contacts are.

Email Dashboard

Anything related to emailing shows up in your HubSpot Email Dashboard. You’ll not only be able to send and receive emails here, but you’ll get some great analytics that will help you better humanize your marketing automation. You’ll be able to see which emails are leading to spam complaints or opt-outs and which ones are successful with high open and click-through rates. By analyzing your email performance, you’ll be able to optimize your messaging to have better communication with prospects.

Revenue Reporting

All of your marketing efforts are made in an attempt to maintain and increase revenue, so HubSpot’s Revenue Reporting feature can really help you see how effective your specific channels and activities have been in terms of dollars—revenue earned for your company. You’ll be able to see which buyer personas generate more revenue, which content attracts the most visitors, and more. This feature will give you the power to understand which of your automated marketing strategies are working and which aren’t, so you can make changes when needed, better plan future campaigns, and make more informed marketing decisions.

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