Targeted marketing powered by both purchase and behavior data
We integrated a client’s online store with HubSpot, enabling us to combine web behavioral data with purchase data.
When you have data on what customers purchase in the same system as insights into which pages they visit, you establish a solid foundation for targeted and personalized marketing. For example, imagine knowing which of your customers have bought a PC but not a monitor—and are now browsing monitors in your online store. These types of segments can easily be built when all data is consolidated in one system, making the timing of your marketing highly relevant and personal.
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Customer challenges
- Limited understanding of their customer base
- Lack of personalized marketing efforts
- A desire to position themselves as a thought leader in their industry
- Poor measurement and control of marketing activities
- Low organic visibility and reach in search engines
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Actions taken
- Integrated HubSpot with the client’s ecommerce platform
- Created highly granular target audiences for ads and email campaigns
- Produced content in the form of ebooks, blog articles, and videos
- Built custom HubSpot reports to clearly demonstrate the ROI of our joint marketing efforts
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Results
- Improved customer segmentation by combining purchase and behavioral data
- More targeted and personalized marketing – delivering the right message at the right time
- Significant increases in conversion and sales value through automated, personalized email campaigns
- Higher engagement and loyalty through valuable content and blog subscriptions
- Strengthened position as a thought leader through focused content marketing
- Full visibility into marketing performance with custom-built reports in HubSpot