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Segment, contextualize, and personalize are the three most paths to CRM success. But what do these terms practically mean? How do you implement them? Are you sure you're doing it correctly?
Read more to learn more about answers to all of these questions!
CRM Terms You Should Know
In our previous blog, The Benefits of Using Your CRM to Power Your Marketing, we covered the importance of data to make strategic decisions, HubSpot's CRM, and how your CRM can enable experience-driven marketing.
So what are the next steps to effectively leverage your CRM?
Below are the three paths to CRM success:
- Segment - ensure prospects hear a message suited to their needs
- Contextualize - explain in clear terms why it's useful
- Personalize - make them feel valued and loved
Curious of your CRM is properly structured to maximize your ROI? Schedule a free HubSpot portal audit!
1. Segment
We all can agree that the average consumer is bombarded by promotional messaging. On average, people consume anywhere between 5000-1000 advertisements per day!
Just think about the last time you were browsing on your phone, maybe doing a bit of online shopping, checking in on social media, reading the news. How many irrelevant adverts did you see? We bet this week alone you’ve closed down at least one tab because the advertising ruined the online experience for you. And the result that this eventually will take on consumers?
Apathy!
When your consumer doesn’t feel like your messaging has direct relevance to their life at that moment, they’ll tune out. This is why a CRM is vital to modern marketing.
If you don’t understand your customer, you can’t give them the content they need when they need it in a way that works for them.
But the good news is you already have the answer to the problem in your marketing arsenal - the data in your CRM. From that data, you can isolate specific groups of customers by wants, needs, and readiness to buy.
Use HubSpot Lists to Segment Your Database 
Lists are a great way to isolate segments of your database by any data point you hold. It can be contacted by (who they are) company (where they work) or activity (what they’re doing), and they can even constantly update to suit changing data fields in real-time.
In minutes, you can build a list of all contacts to identify beneficial up-sell opportunities or provide relevant deals 30 days after prospects visited your website. Taking this targeted approach creates a better user-experience, builds good brand reputation, and increases conversion rates because you're solving a specific problem they have.
Create Manually Tracked Custom Behavioral Events
Manually tracked custom behavioral events enable you to define and track events that are unique to your business. Custom behavioral events can be tied to contact properties, which you can then use across HubSpot's tools.
Note: Manually tracked events use the analytics API, and require a developer to set up.
This is a tool available in HubSpot Marketing Hub Enterprise that allows you to track more advanced analytics on your website or from external third-party apps to gain richer context about the full customer journey!
Learn how this tool works in this article.
2. Contextualize
Every buyer for every product must pass through the three key buying stages of awareness, consideration and decision.
But depending on your product or service, those stages often vary based on the length of the sales cycle. A person buying their favorite old-fashioned mixer has a shorter time between awareness and decision than a c-suite executive looking at products to help bridge the gap between business operations and operational efficiency.
Although while the journey may change, one fundamental remains consistent throughout: consumers need specific buying stage-specific content before they can make a decision.
So, how can your HubSpot CRM help with these stages?
Build Campaign triggers That are Linked to the Buyer's Journey
Consider the below content that was created for buyers at each stage of the journey, triggering emails and messages for the prospect that are linked to where they find themselves in the buyer’s journey will ensure that content is relevant to their needs. Put yourself in the buyer’s shoes and ask yourself what they need at each stage of their journey to purchase.
- Awareness: Blog on why Project Managers never have enough hours in the day
- Consideration: Guide on 10 ways to become a more effective Project Manager.
- Decision: Case study on why company X chose our technology to solve their forecasting problem
By labeling prospects in your CRM depending on their customer journey, you can ensure they see suitable messaging for their journey. By segmenting your target audience, you can ensure they receive relevant, contextually relevant sales messaging to nurture prospects and improve convention rates.
Use HubSpot Smart Content to Contextualize Your Messaging at Scale
HubSpot Smart content allows you to create different content based on a set of rules. Your emails, landing pages and CTAs can display differently depending on what is known about a prospect or contact.
For example, rather than taking time to manually send context-specific content to prospects, you can adapt your HubSpot pages to react to their needs instead. You can use the data in your CRM to show awareness, consideration or decision-related content depending on their needs, ultimately allowing you to tailor content to the stage of the buyers’ journey.
By understanding which prospects need to see your messaging, you reduce admin, boost conversion rates and drive more revenue with less effort.
3. Personalize
HubSpot's tools enable you to personalize sales messaging on any standard or custom properties, which are the various data points you collect on contacts). However, effective personalization doesn’t just mean greeting somebody through email by their first name.
Modern personalization means sending relevant messaging in a timely fashion using the right language, tone and subject.
The power of personalization can be shown by the following example:
You’ve started a small business in the last 6 months, and you receive a persuasive message from an invoice management software vendor on the perils of not completing your tax returns in time?
You want your prospects to feel a sense of serendipity. Ultimately we know it was effective CRM management because you created a HubSpot workflow to message either HR managers one month before their next renewal date or small business owners who’ve set up shop in the last year. But prospects will feel a connection with your brand because the message is aimed at their needs at the right time.
Where contextualizing ends and personalization starts can be a gray area, so it’s probably easier to think of it like this:
- Segmentation - to whom do we want to speak?
- Contextualization - what are we going to say?
- Personalization - how are we going to say it?
Contextualization ensures you don’t torpedo a conversion by going too hard too soon, but personalization ensures the prospect feels you’re speaking directly to them at the time they’re most likely to want to hear your message.
Use custom properties to gather company-specific information on your leads
HubSpot comes ready-packed with a host of data points you can collect on each prospect. Ranging from name and address right through to how many emails they’ve opened, HubSpot can help you build a better understanding of both groups and individuals.
To successfully maximize personalization though, HubSpot enables custom properties where you can customize data points to your specific needs, both improving your operational efficiency and leveling up your targeting.
Your CRM is Your Growth Engine
As long as you keep your CRM data clean and easy to access, you’ll be able to drive more sales and delight more customers.
Segmenting your audience means you can narrow down exactly which groups of prospects you want to target to ensure you get the right message.
Contextualizing your messaging by matching it to a specific point in your prospect’s journey allows you to boost funnel conversions at every stage.
Personalizing your messaging means treating your prospects as real people so they trust and respect your brand. So show your prospects that they matter by understanding their pain points and providing helpful information and solutions to their problems when they need it.
Interested in Learning More?
Did you know Vested Marketing is HubSpot Onboarding Accredited?
As a HubSpot Diamond Level Solutions Partner, Vested has helped businesses of all shapes and sizes to achieve their goals and convert more leads into customers.
The best part is that there are no limits or boundaries on what type of industry can benefit from an effective CRM. Which industry do you operate within? Let us know, we would love to help your business grow!
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Guide to Choosing the Right CRM for Your Business - If you need a software platform to manage customer interactions, you should consider CRM. Here is a guide to choosing the right CRM for your business.
About Vested Marketing
As a certified HubSpot Partner Agency, we not only understand the benefits of using the inbound marketing platform to increase traffic and engagement, improve SEO, generate leads, design effective websites and boost sales, we know how to make it happen.
We are inbound marketing experts, SEO gurus and top-notch website developers.
Our team of Engineers Turned Marketers can help get you noticed - for a more innovative and effective way to reach customers, or provide a more seamless way for companies to find your services. Inbound Marketing has no limit to industry, serving from Crypto & NFT, mining, oil and gas, technology & automation, engineering, technology, construction, healthcare, to industrial & manufacturing.