Prove marketing ROI with data-driven campaigns by HubSpot and FullContact

Gain insights into the information that helps you foster relationships with customers and prospects. You can use enriched social data to provide engagement in a meaningful way so your customers feel connected, valued, and understood. HubSpot’s marketing automation platform makes the sales and marketing process more human by easily creating targeted workflows across your entire database. And by using customer intelligence data from FullContact, it’s even easier to communicate to your customers on a one-to-one level.

The additional layer of customer data inside of HubSpot provides segmentation, lead scoring, personalization, and profile enrichment to power results for various marketing campaigns. When you consider that 40% of marketers find proving the ROI of their marketing activities is their top challenge, it’s clear the need for data-driven segmentation is crucial.

Here’s how it works:

Customize Enrichment and Segmentation

Customer data can be hard to pin down when information exists in silos and fragments. Using profile enrichment to turn partial data into a full customer record enables marketers to instantly know exactly who your customer is across multiple channels.

Gain full control on who and what gets automatically enriched using the person and company data from FullContact inside the HubSpot marketing automation tool. Enrich by specific lists or the entire contact database and customize which fields are pulled in. Further segment your lists by creating custom contact properties for targeted communications. Trigger a workflow that enrolls contacts with certain properties into a series of automated marketing actions.

Personalize and Humanize Your Messaging

Interactions with customers should be two-ways, with both parties listening and learning about each other. Pushy sales tactics and mass messaging turns customers away from a brand, driving them into the arms of your competitors, and ultimately hurting your reputation.

With FullContact and HubSpot, you can focus your efforts toward personalized marketing campaigns that speak to your customers on a human level. Tailor emails that users send to contacts using personalization tokens so that the details can be as relevant as possible.

Score Leads and Qualify Them Quickly

Converting leads to opportunities for the sales department is an important marketing priority, but providing attribution for marketing efforts can prove difficult without a mature, effective method of scoring leads.

Determine the scoring method for marketing activities that make a prospect ready for engagement using interactions and elements from their contact record. With this integration, you can create lead scoring rules that automatically increase or decrease a contact’s lead score based on the value of contact properties.

Using FullContact customer intelligence inside of HubSpot’s marketing automation platform can help you tie dollars to your marketing efforts and provide warm leads to sales. And if that wasn’t enough motivation, HubSpot’s State of Inbound report affirms that marketers that calculate ROI are 1.6 times more likely to receive higher budgets.

Ready to get started with the integration? Get started here.

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