Introduction: Setting the Scene
The marketing automation Winterlab workshop, organized by Pon Digital Marketing lab, brought together people from different fields, all eager to learn about marketing automation. Colleagues working at Porsche, Gazelle, Greenwheels, and Pon Holdings finance department joined the workshop. The interactiveness of the workshop, combined with the hands-on training in HubSpot, made the learning experience more engaging.
"I now know all about the possibilities of marketing automation."
The Power of marketing automation: key insights
To start things off, the theory around marketing automation was introduced, what it is and why it is so important for businesses. Marketing automation helps make tasks easier, saves time, and allows you to personalize at scale. The workshop followed all the steps in the customer journey using the Bowtie model. This is a modern funnel approach that is much used by SaaS business. It helps us understand all the different ways customers interact with a business. By using the Bowtie model, businesses can determine how to interact with the customer at each step of the journey and how to measure the impact. We look at how to apply this method in a segmented way, creating persona’s with the help of the Value Proposition Canvas. A model built to understand who your customer is.
Hands-on training in HubSpot
A large part of the workshop was dedicated to hands-on training in HubSpot, a widely used marketing automation platform. In Hubspot, participants had the chance to work on an integrated campaign. Promoting a whitepaper across multiple channels to a segmented audience. Centrally supported by automation in HubSpot with landing pages, thank-you pages and forms.
During that, the use of Hubspot’s AI content assistant was also explored. The possibility of connecting ads to HubSpot to measure impact down the funnel. Additionally, attendees got insights into email nurturing by learning how to create custom workflows for segments of their audience and for each stage of the buying journey. Through interactive exercises, participants gained a good understanding of how to use HubSpot features to make their marketing more effective.
"Working with workflows in HubSpot was incredibly insightful"
Encouraging collaboration: the importance of marketing-sales alignment
An essential and often overlooked aspect of successful marketing was also addressed during the workshop; the collaboration between marketing and sales teams. Discussed was how to make sure the right leads get to the right teams. This starts by defining the steps in your commercial process, to create a shared understanding of each step. Then mapping the process, KPIs and required core data for each step.
The most crucial steps for many companies are the MQL-step (lead sent to sales) and the SQL-step (lead accepted by sales). Building an agreed on process on this lead hand-over makes for a smooth collaboration and reliable measurement of lead quality. As part of this, the group practices by building a lead scoring system in HubSpot to identify the right MQLs.
Key takeaways and next steps
The marketing automation Winterlab workshop, brought together a diverse group of enthusiasts. Overall, attendees discovered the potential of marketing automation to address various marketing challenges while realizing the importance of starting with simple and concrete implementations. Armed with this knowledge, participants are now prepared to integrate marketing automation into their strategies to enhance efficiency and effectiveness in their marketing efforts.
Stay tuned for more exciting workshops and events in the future! If you're passionate to learn and join upcoming sessions, feel free to reach out to us. We look forward to having you with us on our next learning adventure!
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