Insocial: Cost per lead 50% lower with Google Ads

Customer data insightful with HubSpot

With the onboarding from Salesforce to HubSpot, a large customer database was available to populate HubSpot's CRM. Making all collected data neatly insightful is essential for a solid foundation. In addition, this data must be supplemented in real time with new data. The following links and components from HubSpot were used for this purpose:

- HubSpot WordPress plugin
- HubSpot forms
- Outlook Calendar integration
- Google Search Console integration
- LinkedIn and Facebook integration
- Google Ads integration

Thanks to these links and integrations, data is viewable in real time within Insocial's HubSpot portal. In addition to collecting data, data can also be accurately traced. Using HubSpot tracking, there is marketing-wide insight into results. This insight goes even further down to person-specific. For example, you can look at exactly what content has been viewed, whether there has been interaction with campaigns, what email workflows a contact is in and more. For both the marketing-, sales- and service team insights that are important.

With full visibility into all customer data and real-time replenishment of new recent information, we laid the groundwork for using lifecycle stages for Insocial. Lifecycle stages are used to categorize contacts based on where they are within the marketing and sales process. With the use of these stages, leads are approached appropriately. A standard lifecycle stage includes the following stages:

Subscriber: A contact who has signed up for a blog or newsletter.
Lead: A contact who converted through a form or other marketing means.
Marketing qualified lead: A contact who has been qualified by the marketing team for the sales team.
Sales qualified lead: A contact who has been qualified by the sales team as a potential customer.
Opportunities: A contact associated with a deal.
Customer: A contact with at least one closed deal.
Evangelist: A customer who is committed to the organization.
Other: A contact that does not fall within the above stages.

For Insocial, it was particularly important to understand the MQLs (marketing qualified leads) and SQLs (sales qualified leads) in order to then properly target marketing and sales accordingly. Using HubSpot workflows, these lifecycle stages are automatically added to the contacts. Different activities are used as triggers for these automations. The moment a specific HubSpot form is filled out, HubSpot automatically assigns the value MQL or SQL to the contact. In addition to HubSpot forms, LinkedIn lead generation ads also act as triggers for assigning a value.

The moment the “lifecycle stage” workflows are set up within HubSpot, there is exact insight into what point a contact is at within the customer journey. This information is important to any business and can help tremendously in creating a valuable customer journey.

Insocial's marketing adapts to the point where a contact is within the customer journey. For example, when a whitepaper is downloaded, there is such interest in Insocial's product and services that this contact is likely interested in scheduling a demo with the sales team. This works the other way around as well. At the moment a contact requests a demo, he or she is already convinced of Insocial's products and services and wants to look at them further with a professional from Insocial. This contact then no longer needs a whitepaper to be informed or convinced by Insocial.

Using this data, we work on the relevance of the content and adding value within a customer journey. Thus, based on data, the right emails are sent automatically.

Marketing Optimization: Google Ads and HubSpot hand-in-hand

Managing all marketing from a single platform not only works efficiently, it also ensures that your data is increasingly enriched. And this data is additionally interesting for the sales and service team. HubSpot is the platform that fully embraces and enables these insights.

A link between Google Ads and HubSpot is easily established and a first step toward campaign optimization. With this link, new leads are redirected to the campaigns they interacted with. This therefore allows specific campaigns to be tracked not on purchases, but rather on the intermediate stages within the buying process. This gives better specificity and insight on which campaigns can be optimized again.

Binnen HubSpot marketingtools kun je via ‘Ads’ de advertenties van verschillende platformen beheren. Daarnaast is het mogelijk om op basis van klantdata doelgroepen aan te maken, evenementen toe te voegen en alle campagnes te analyseren. Door het gebruik van doelgroepen en evenementen zorg je ervoor dat de campagnes worden geoptimaliseerd.

Ads events zijn evenementen die je kunt aanmaken om de lifecycle stages vanuit HubSpot te synchroniseren met de advertentienetwerken. Hiermee optimaliseer je de advertenties die zijn gekoppeld. Een belangrijk onderdeel en waar Insocial mooie resultaten mee behaalt. Bij het aanmaken van de events heb je de keuze uit alle lifecycle stages en aan de hand van de hoeveelheid data die binnen het CRM beschikbaar is, realiseer je hiermee een enorme optimalisatieslag.

Na het aanmaken van de verschillende gebeurtenissen worden deze weergegeven onder Events in het advertentiedashboard van HubSpot. Deze gebeurtenissen kunnen zowel voor Google als Facebook gebruikt worden om de weergave van advertenties te optimaliseren.

De wijzigingen die binnen HubSpot worden doorgevoerd in de lifecycle stages worden direct gesynchroniseerd met het Google Ads account als conversieactie. Ditzelfde geldt ook voor het Facebook-advertentieaccount. Per netwerk worden de volgende gebeurtenisgegevens versleuteld en verzonden op basis van vereisten van elk netwerk:

Facebook:
• Lead-ID
• Levenscyclusfase
• Waarde

Google-advertenties:
• GCLID van het contact (een Google-identificatienummer)
• Levenscyclusfase
• Waarde

Met het juist inrichten van HubSpot en het gebruik van Ads Events hebben we samen met Insocial een daling in de kosten per lead weten te realiseren. Met 50% minder kosten per lead is er een enorme optimalisatieslag gemaakt binnen de Google Ads campagnes. Een optimalisatie die voor meer groei en resultaat zorgt.