Why Customer Experience is King. And how HubSpot Gives Us the Edge.
At Function, we use HubSpot a little differently.
HubSpot is widely known as a digital marketing tool. However, it’s much more powerful and versatile than many people realize. HubSpot can collect, organize, and disseminate information as the foundation of an analytical, data-driven approach to personalized customer experience.
Few organizations rely on selling only one product or service to customers. Today’s revenue reporting largely relies on metrics like average lifetime customer value and net promoter score. Selling an initial product or service to a customer is often just the beginning of a customer’s buyer’s journey. After that first purchase, the focus shifts to the next purchase — whether it’s a membership renewal or a larger purchase of a related product.
We at Function understand the power of those segmented, targeted interactions. We see that they provide the highest value of customer experience, which is what creates loyalty to your brand. We aim to put that power in your hands.
To achieve this tailored, targeted approach to the buyer’s journey, FXN combines marketing strategy and tactics with technology. Most organizations understand the importance of leveraging data to cultivate a personalized customer experience (CX), mapped to Ideal Customer Profiles and Buyer Personas. But how do you better match those profiles and personas to your real-world buyers? And how do organizations gather the right data, and leverage it effectively, to provide a consistent CX in disparate systems? Conversion data might exist within HubSpot, sales interactions separately in the CRM, and data collected throughout different websites and applications might exist within their own separate databases. If the data in these systems stays siloed, you’re not operating with a full, accurate picture, which can lead to less well-tailored processes — and more missed opportunities.
For example, imagine an interested lead comes to your website and creates an account, explores further and sees more of what you have to offer and finds something they like, but they don’t complete the transaction. That’s a strong lead! They have an interest, and the next step you want them to take is to complete that initial purchase. But without the whole picture — the account creation, the time spent on the site, the pages visited before and after putting the offering in their cart — you may not know this lead needs nurturing, much less how to do it. Each of these touches on different systems, different data repositories, and without processes in place to pull that information together from those repositories, higher-quality leads may be going unnoticed and un-acted upon. With this visibility, we can better identify customers ready to be nurtured to the next level, and have a better sense of what they’re looking for so we know how to position your brand to deliver it.
These are the kinds of challenges we regularly solve with our clients.
But how do we solve them? What systems are all involved in this process? How will the data sync between the systems? What do we do with the data once we have it? What data do we need to identify which next step product is the best fit for this individual customer?
Let’s dig in.
Our Approach
We lead with a unique blend of “hard skills” and “soft skills,” because we understand all marketing is relational. By working closely with our clients, we gain an in-depth understanding of them, their values, their goals, and how they aim to serve their customers — and, by extension, what their customers want. All of these considerations go into every aspect of the relationship, from selecting the appropriate technology stack to crafting the perfectly worded follow-up email.
One of the more common ways to initially engage us is for our help mapping data between disparate systems to better understand a brand’s customers and leads. This understanding creates a strong foundation for improved processes and revenue growth, while demonstrating our value as part of your team.
Our goal for each client is to know their revenue operations so well that we can predict the impact of each digital tactic on the bottom line. Closing the loop on reporting and mapping ROI provides a clear revenue operations roadmap, all the way down to discerning how changing color on an individual CTA will impact revenue.
With disparate platforms containing disparate data, it can be hard to see the forest for the trees. But when that information flows intelligently, seamlessly and securely, a comprehensive digital strategy with personalized CX tailored to your audience and your leads can emerge.
Interested in improving your customer experience and increasing your revenue? Schedule a call today.
