Want to know how your marketing activities actually impact the bottom line?
Many companies use HubSpot to send newsletters or publish social media posts. But working with campaigns in HubSpot is about something much bigger: connecting every single activity to actual business and revenue.
Whether you're new to HubSpot or have been working in the system for some time, the campaign tool helps you collect, structure and follow up on all your efforts in one place.
What exactly is a campaign in HubSpot?
In HubSpot, a campaign is not a single mailing - it's an umbrella that brings together all related marketing activities. This includes everything from ads on Google and LinkedIn to emails, landing pages, blog posts, and automated workflows.
Linking all these elements to the same campaign gives you a holistic view of how these activities work together to convert a curious visitor into a loyal customer.
How to succeed with your campaign - three steps to success
1. Put the objectives first
Don't start with design or content. Start with the objectives.
In the campaign tool, you can define clear and measurable targets, for example
- Number of new contacts
- Number of deals
- Number of website visits
- Influenced Revenue, which is a business term used to measure which campaigns have influenced a deal.
To access the full attribution reporting and the most advanced campaign features, Marketing Hub Enterpriseis usually required . Some basic features are available in the Professional tier, but to really prove the business value of the marketing department all the way to revenue, the Enterprise license is key.
Setting clear goals from the outset makes it easier to measure success and optimize during the course of the campaign.
2. Build a seamless customer journey
A successful campaign is rarely built on a single click. It's the whole picture that matters.
Use workflows to automatically track people who interact with your campaign. If someone downloads a whitepaper - what happens next? Create a relevant and personalized follow-up based on what the person actually showed interest in, not just that they clicked.
Let's say a person downloads a whitepaper on "Digital Efficiency". Instead of just sending a thank you email, your workflow could look like this:
Day 1: Delivery of whitepaper via email.
Day 3: A follow-up email with a relevant case study that expands on the topic.
Day 7: If the person has clicked on the case study, a personalized email from a sales rep is sent with an invitation to a short demo - where the meeting link is directly in the email.
Automation allows you to scale up communication without losing relevance.
3. Set the framework before launch
Instead of focusing solely on open rates or clicks, you can analyze which campaigns have actually influenced business and revenue. Influenced Revenue shows how marketing efforts contribute to pipeline and closures - clearly demonstrating the business value of the marketing department.
Before you create your campaign, you should plan:
- What is the overall goal?
- What KPIs will measure success?
- What is the customer journey?
- What assets need to be produced?
Working in a structured way from the start avoids "scattered showers" and instead creates a well thought-out and data-driven strategy
Do you want help setting up your next campaign strategy?
We at Leadfront will help you navigate HubSpot, from license selection to technical setup and strategy. Get in touch with us, and we'll make sure your next campaign is your most profitable yet!
