HubSpot as the Engine for Personalized Customer Journeys in Ecommerce
We integrated a client’s online store with HubSpot, enabling us to combine web behavioral data with purchase data. This allowed us to create exciting customer segments that could be used for targeted advertising and email marketing.
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