HubSpot was founded at a time when consumers were constantly the target of aggressive and intrusive marketing tactics. No one regrets the unwanted advertisements, spam emails and cold calls that punctuated everyday life fifteen years ago.
> Download: The guide to designing LinkedIn ad campaigns that drive results.”/>
Ad retargeting did not exist, so you had to resolve to receive redundant ads that were irrelevant. Since then, marketing has evolved a lot.
Today, companies are able to develop relevant advertising campaigns, directly linked to their inbound strategy and to the needs of their audience. The concept of customer journey-based advertising has been widely adopted, and marketers can now create bespoke content tailored to each stage of the buying journey.
More and more sophisticated targeting techniques allow the creation of less intrusive and more useful advertisements, so that the quality of the advertisements distributed on Instagram or on YouTube is now established as a benchmark.
It is not uncommon for these to be particularly relevant. So while some advertising mediocrity continues to be rampant, it is important to recognize the progress that has been made.
As the possibilities for advertising evolve, so does the digital landscape. New challenges are therefore imposed on marketers.
Stand out from the noise
In an increasingly crowded digital world, a lot of previously useful information becomes noise. Consumers are exposed to an increasing number of advertising solicitations. What’s more, more and more local businesses are offering online services.
This trend has accelerated with the Covid-19 pandemic, which is leading an ever increasing number of companies to go digital and try to find a place online. As consumers tend to shy away from this overflow, customer acquisition costs increase. This makes it increasingly difficult for marketers to have an impact.
To meet this challenge, it is necessary to adopt a new approach, modeled on the purchasing preferences of the target audience.
Today, the buying journey is rarely linear. Consumers engage with brands on their computers and smartphones, on social media, on the web, and through third-party influencers. All this with a consistent experience.
So the only way to stand out in a noisy digital environment and develop a seamless experience integrating different touchpoints is to focus on the relevance of content and location.
Only the most relevant messages are likely to grab consumers’ attention, engage them, and guide them to the next step in the buying journey. It is therefore in the first place to go to meet the audience where it is. Today, more than four billion people worldwide work remotely, and shopping and content viewing habits are changing rapidly.
In France, this consultation increased by 30% during containment, with an 86% increase in content delivery network traffic, according to data from NETSCOUT. It is just as necessary to know the location of the audience as its areas of interest.
Once a marketer has located their target audience, the next step is to create advertising content tailored to their needs, engaging them and personalized according to the stage of the intended purchase journey.
For example, for a prospect in the attraction phase, an advertisement aimed at raising awareness of the brand’s name and value proposition is likely to perform better than a niche advertisement highlighting a specific feature. This second type of ad would be more suited to an audience close to the purchase decision, a phase during which it compares the functionality of different products.
Unfortunately, many businesses still struggle to deliver relevant advertising content that can get consumers to interact. In most cases, the cause is a lack of alignment between marketing and sales initiatives.
When these elements don’t work in synergy, it is difficult for marketers to locate prospects and identify which phase of the buying journey is theirs. In these conditions, it is virtually impossible to deliver personalized and relevant messages, and the company must fall back on the outdated tactics mentioned above.
In 2021, the secret to optimal advertising performance lies in the ability of marketers to take advantage of available data, in order to communicate an ultra-relevant message within the framework of a coherent shopping experience.
This concept is called CRM-based advertising.
A data-driven advertising approach
CRM-based advertising allows marketers to create ads that are more relevant to their prospects in three different ways:
- It provides them with up-to-date customer data, allowing them to understand their audience’s preferences and assess purchase intention.
- It delivers reliable reporting taking into account all available customer data, in order to identify performance factors and opportunities.
- By enabling the automation of advertisements based on real-time CRM data, it enables relevant advertisements to be served continuously as prospects progress through the buying journey.
Imagine that you are the marketing manager in a B2B company. The competition is sharpening in your industry and you are seeing a decrease in the number of qualified leads from advertising each month. You know that you need to deploy a better targeted and more personalized approach. That is why you are opting for CRM based advertising.
You first create different campaigns for each step of the buying journey. For example, for the attraction phase, you rely on CRM data to create a lookalike audience that resembles your satisfied customers. This will be your target audience. Security features are a key differentiator in your market, which is why you create ads that accentuate this aspect of your value proposition.
Because the target audience you created reflects your best customers, you get a high click-through rate. Prospects are thus directed to the next stage of the buying journey, where they have the opportunity to download an e-book to learn more about the company’s products and services. Your software allows you to add personalized fields to the download form, in order to collect precise data regarding the preferences of prospects in order to know them better.
You’ve set up the campaign to automatically redirect new leads to the sales team, and since you’re working from a shared CRM, you can see how many leads are requesting a demo.
Again, you use the data from the CRM to synchronize the different phases of the lifecycle with the distribution networks used, in order to continue targeting your prospects with new advertisements based on the next stage of the purchase journey. Your message remains relevant and personalized according to the needs of your prospects, who are about to make a purchasing decision. At this point, for example, you share testimonials from satisfied customers.
As you close deals, you use attribution reports to identify customers who have engaged with your ads and can tell management how many sales have been influenced by your CRM-based advertising strategy.
How to get started with CRM-based advertising
The HubSpot Marketing Hub is designed to enable marketers to launch CRM-based advertising campaigns and deliver a seamless experience for prospects, from first impression to their conversion to customers and retention.
The software includes advertising tools that allow marketers to define finely segmented audiences, serve different ads at every stage of the buying journey, and accurately measure their campaign performance, all on the basis of comprehensive CRM databases. .
Advertising has come a long way since the days when intrusive and irrelevant content invaded screens. A new era has dawned: customers now expect to receive individualized communications with every interaction, while companies must find innovative ways to stand out in an increasingly noisy digital environment.
An advertising strategy based on a CRM platform specifically designed for this purpose allows marketers to better understand the needs of their customers and to communicate with relevance, so as to meet the expectations of prospects at every stage of the buying journey.
To go further, download this guide to setting up your advertising strategy on LinkedIn.