If you are going to invest in a Marketing Automation platform such as HubSpot, it really does make sense to get best use from it. In this article Mckenzie Ingram neatly sums up some of the obvious ways that your MA platform can assist in the broader Marketing output.
Demand generation is most often the only area that the platform is used for, (that's how it's sold). But while a positive for Brand awareness is an obvious by-product of all that compelling content being pumped out, it also makes sense to get Brand specific messaging out there, utilising the reach the software offers.
Also do consider using the platform to finesse customer relations, not just for the up-sell but to remind them why they are using you, keeping alert to contract renewal dates.
All of this requires a joined up marketing department, or a good agency. My advice to my clients, 'you pay for it, let's make it work for you.'
True or False: Modern marketing departments are dominantly focused on demand generation activities? Well, the answer is slightly more complex than true or false… but if we had to choose, we’d say false. While this may come as a surprise to the hordes of demand generation groupies using marketing automation, the truth is that 87% of companies spend more time in other functions of marketing than demand gen. Additionally, top performing companies (those that met or exceeded revenue expectations in the last fiscal year) spend less time on demand generation than underperforming companies do.