Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Running a Successful Marketing Campaign in HubSpot (Part 1): Strategizing

Running a Successful Marketing Campaign in HubSpot (Part 1): Strategizing Blog Feature

Joe Bachir

HubSpot Trainer, 6+ Years of Digital Marketing Strategy Expertise

August 22nd, 2019 min read

One of the biggest benefits to using HubSpot is the ability to track your return on investment (ROI) of your marketing campaigns.

With it, you will be able to understand whether or not the money and effort you are putting into your campaigns are generating leads and revenue. 

In this three part blog series, we will go through how you can ultimately use the HubSpot campaign tool to plan, develop, implement, and report on your next campaign. 

This article specifically focuses on planning out your next campaign and preparing the assets you will need before you get your hands dirty in HubSpot.

The steps listed below are important when creating a campaign in HubSpot because they will help make sure you have prepared everything you will need once you are ready to put it all in HubSpot. This should eliminate any timing issues, lack of resources for creating the assets you need, and also understanding how to measure overall success for the campaign. 

Step 1: Decide what the campaign is for

Before diving into HubSpot, you need to understand why you are developing this campaign and who it is for. 

While this may seem like a “duh” element to think about, many people will jump into a campaign without fully understanding this. This can lead to unnecessary campaigns that waste your budget, don’t help achieve your overall goals, and end up cluttering your portal.

To start, look at which part of the marketing funnel you want to impact with your campaign. 

Are you looking to generate leads from a specific offer, or are you looking to nurture existing leads into becoming SQLs (sales qualified leads)? 

This will also help you understand the specific persona you are trying to target with this campaign.

You will also need to look at what kind of assets will this campaign include (forms, landing pages, designed ads, etc)? 

Based on what you are offering in the campaign, there might be a lot of work that goes into developing the assets needed. More on this later.

Once you get a better idea of who this campaign is for, and what kind of campaign this will be, you are ready to start determining what the goal is.

Step 2: Set your campaign goals

In order to track the success of this campaign, you will need to think about what your goals are for the campaign. You want to make sure you are setting SMART (specific, measurable, attainable, relevant, timely) goals. Here are some examples from HubSpot

When creating your goals, you want to think again about what part of the funnel you will be impacting and which goal makes sense. Your campaign goals can be about influenced revenue and closing deals, how many new contacts you gain from the campaign, or even how many visits you are getting to the site.

Preparing these goals before getting into HubSpot will allow you to easily start tracking once you are ready to set the campaign live. However, once in HubSpot, HubSpot makes it easy to input and track your goals. More to come on this in the next article. 

hubspot-campaign-part-1-2

Step 3: Determine the campaign assets you will need

Once you identify the goals, you want to think about what assets you’ll need to create to be able to run your campaign before developing them in HubSpot. Identifying these assets beforehand will help you determine how much time you need to prepare for this campaign. 

Your assets may include any of the following:

  • Emails (one-time blasts and/or nurturing sequences)
  • Blog articles
  • Landing pages
  • Social Media Posts
  • Call to Action
  • Ads
  • Workflows
  • Downloadable Offers

You will also need to determine how you will be getting these assets and if you need help from another team. This could mean working with design in order to create a downloadable, or a paid ads team to make sure they have the budget and appropriate ads running.

Step 4: Plan out your content

Once you have determined which assets you will be developing for your campaign, it’s time to start creating the content. 

This could mean writing a blog post, creating the content for a landing page or email, or even just writing your social posts for the campaign. 

Another thing you will want to think about is how you can use HubSpot workflows in order to automatically communicate with contacts throughout the campaign.

For workflows, you will want to think about the following:

  • What is the enrollment criteria?
  • How many steps will there be in the workflow?
  • What is an appropriate delay time between steps?
  • What is the goal of the workflow in order to track the workflow’s conversion rate.

Once you have all of our content ready to go, the next step is to get everything into HubSpot.

Running a campaign example

So, what can all this look like in real life? Let’s run through an example.

Step 1: Decide what the campaign is for

Mark’s fishing equipment company is looking to generate more leads that come into the site from their blog posts about freshwater fishing. 

He wants to develop an ebook that he can feature on relevant blog posts diving deeper into freshwater fishing for those who are looking for more information. 

This will allow Mark to generate leads from the ebook, and help identify the visitors who are interested in freshwater fishing specifically. 

The blog posts are to help answer questions that visitors might have and are more top-of-the-funnel. From there, he is looking to attract visitors looking to take the next step to learn more and download an ebook. Mark has identified that the ebook will be for more middle-of-the-funnel contacts.

Step 2: Set your campaign goals

Mark has decided that in order for this campaign to be successful, by the end of the quarter, he will need to see 50 new contacts from the ebook.

Step 3: Determine the campaign assets you will need

In order to successfully run this campaign, Mark will need the following:

  • ebook on freshwater fishing
  • Call-to-action developed for the ebook in order to promote it on relevant blog posts
  • Landing page with a form to download the ebook
  • Thank you page for after the form has been submitted
  • An email autoresponder once someone downloads the ebook
  • 2 weeks worth of social posts on Facebook and Twitter

Step 4: Plan out your content

Now that Mark has identified the assets he will need, he must create the content. This includes outlining and writing the ebook, developing the language he will include in the landing page and thank you page, the content for the email new leads will receive, and the social posts that will be going out. 

Once all that is complete, Mark is finally ready to make his way to HubSpot!

Now we are ready to dive into HubSpot 

In order to run a successful campaign in HubSpot, there is a lot you must do before even logging into HubSpot to make sure you have everything you need.

Once you are ready to go, our next blog will discuss how you can utilize HubSpot’s campaign tool to run and track your campaign.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE