Mastering Marketing Hub: Key HubSpot Features You Should Be Using

2025-03-20  • 27 min

Mastering Marketing Hub: Key HubSpot Features You Should Be Using

The B2B Sales & Marketing Hotline

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In this episode of the B2B Sales & Marketing Hotline, Emily and Maryanne cover need-to-know features within HubSpot's Marketing Hub, offering strategies to elevate your B2B marketing efforts NOW. 

Together, they explore:

• How HubSpot's marketing automation can save time while delivering highly personalized content based on CRM data.
• How effective lead scoring allows for more detailed and actionable insights, helping you prioritize leads more effectively.
• And, finally, how HubSpot's AI tools help streamline marketing efforts while ensuring high relevance to target audiences.

Here’s a breakdown of the major points from the episode:

Understanding Marketing Hub: What It Is and What’s New

To kick things off, Emily and Maryanne provide a refresher on what Marketing Hub is within the broader HubSpot ecosystem. At its core, Marketing Hub encompasses tools for traditional marketing efforts like email campaigns, social media management, ads, and marketing automation. It's geared toward optimizing marketing processes with powerful automation and personalization features that help businesses streamline their marketing efforts.

As HubSpot has evolved, the CRM has remained center stage, but Marketing Hub remains a pivotal tool for businesses looking to automate and enhance their marketing. They focus on Marketing Hub Professional for the most advanced features, though they acknowledge that the starter version can serve as a stepping stone for smaller businesses.

Key Marketing Hub Features to Utilize

1. Marketing Automation: The Backbone of Modern Marketing

   Automation remains one of the most impactful features in HubSpot. Emily and Maryanne discuss how businesses use workflows to automate tasks like email sequences, lead nurturing, and blog subscriptions. The real power comes from integrating automation with HubSpot’s CRM, allowing for highly personalized messaging based on customer data such as company size, location, and engagement history. This integration allows for smarter, more efficient marketing that frees up time while maintaining a personal touch.

2. Lead Scoring: A Game Changer for B2B Marketers

   Another exciting feature they highlight is lead scoring. HubSpot has improved this tool by making it more granular and customizable. Lead scoring assigns values to a prospect’s actions, such as downloading an ebook or contacting sales, allowing marketers to prioritize leads who are closer to conversion. This tool helps ensure that marketing resources are allocated to high-value prospects, improving conversion rates and ROI.

3. Content Creation & Email Marketing

   Creating and managing content within HubSpot has never been easier. HubSpot enables users to create email campaigns, manage lists, and track engagement with detailed analytics. You can see how many people are opening your emails, clicking on links, and interacting with your content, which gives marketers the data they need to optimize their outreach.

4. Social Media Integration: Boosting Engagement

   In addition to email marketing, HubSpot’s social media tools allow businesses to manage and analyze their social presence. Whether you’re posting on Facebook, LinkedIn, or Twitter, HubSpot makes it easy to schedule posts, track engagement, and even integrate AI-powered social media scheduling. The AI can help suggest relevant topics and create posts based on your target persona and brand voice, making social media marketing more efficient and data-driven.

5. AI Features for Smarter Marketing

   The role of AI in HubSpot’s marketing tools is growing. The AI-powered features are integrated into content creation, lead scoring, social media management, and even task automation. These AI tools provide deeper insights into customer behaviors and help marketers make better decisions with less effort.

6. Analytics & Reporting: Actionable Insights for Better Decision Making

   Marketing without data is like sailing without a compass. Emily and Maryanne stress the importance of analytics in making informed decisions. HubSpot’s reporting features allow users to track every aspect of their marketing campaigns, from email opens to website visits. With the ability to build custom reports and dashboards, marketers can track performance across channels and adjust their strategies accordingly. The key to success is using these insights to continually optimize marketing efforts.

7. The Importance of Data Hygiene

   Data cleanliness is crucial for the success of any marketing or sales strategy. As Maryanne notes, “If your CRM data is not up to date, your marketing efforts will be less effective.” Keeping your database clean and ensuring lifecycle stages are accurate is critical for ensuring that your workflows and automation target the right people with the right message.

What’s Coming Next: Key Trends to Watch

It’s clear that AI will continue to play a significant role in marketing. The tools available in HubSpot’s Marketing Hub are becoming increasingly sophisticated, enabling marketers to deliver highly personalized experiences at scale. From predictive lead scoring to automated content creation, the future is all about working smarter, not harder.

Practical Tips for Marketers Using HubSpot

• Optimize Your Reports: Start by identifying key questions you need answers to, then create custom reports and put them on your dashboard. This ensures that you can track your marketing efforts without getting overwhelmed by the sheer volume of data.
• Utilize AI: Embrace the AI-powered features for content creation, scheduling, and social media management. The more you let HubSpot handle routine tasks, the more time you’ll have to focus on strategy.
• Clean Your Data Regularly: Regularly review and update your CRM to ensure data accuracy. This helps ensure your marketing automation is working as intended and prevents sending messages to outdated or incorrect contacts.

Final Thoughts

In this episode of B2B Sales & Marketing Hotline, Emily and Maryanne provide actionable insights for businesses looking to enhance their marketing strategies using HubSpot’s powerful tools. By embracing automation, AI, and data-driven reporting, marketers can not only streamline their processes but also create more personalized and impactful customer experiences. The future of marketing is automated, data-powered, and increasingly personalized, and HubSpot is right at the forefront of this transformation.

For more tips and insights, make sure to check out the full episode or reach out to Emily and Maryanne with any questions (via the show notes). And, of course, if you're looking to leverage HubSpot for your business, LeadG2 is here to help you implement these strategies effectively!