08.08.2023

Marketing & Growth

HubSpot for distributed marketing teams: uniting global enterprises

12 min read

Jess

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In this article, we will explore how HubSpot empowers distributed marketing teams to unite their global efforts and enhance collaboration, efficiency, and customer engagement across diverse regions.

Since the rise of remote working and the emergence of distributed teams due to the impact of COVID-19, global enterprises are now seeking to expand their reach and connect with diverse markets. 

Companies are actively building teams that transcend physical location, embracing diversity and harnessing the skills of people from around the world. A notable example of this trend can be seen in our own teams at Huble. In response to the changing landscape brought about by the COVID-19 pandemic, we have successfully transitioned to a distributed work model, with our team members spread across multiple countries.

In the midst of diverse talents collaborating from disparate locations, the need for a unified system becomes paramount. A harmonised platform is the cornerstone that enables dispersed marketing teams to collectively ideate, execute, and optimise campaigns.

HubSpot, with its powerful suite of tools and features, offers a comprehensive solution for managing distributed marketing teams in large organisations.

Let's have a closer look at how HubSpot empowers distributed marketing teams to enhance their marketing efforts across borders by providing a comprehensive suite of tools and features designed to address regional challenges, streamline workflows, foster collaboration, and deliver personalised campaigns for diverse audiences.

Challenges faced by distributed marketing teams

Distributed marketing teams face many challenges when it comes to executing successful strategies in diverse regions. One of the key challenges is maintaining consistency in messaging and branding across different locations while tailoring campaigns to meet the unique preferences of each audience.

For instance, managing a social calendar becomes complex as companies strive to track scheduled posts and identify available slots across global accounts. Similarly, ensuring coordinated email campaigns across regions requires tackling issues such as email-send limits while ensuring timely delivery and compliance with regulations.

Similarly, ensuring coordinated email campaigns across regions requires tackling issues such as how companies keep track of scheduled emails, understanding email-send limits, and ensuring timely delivery while complying with regulations.

Additionally, as marketing teams operate across various time zones and geographic locations, seamless collaboration and real-time communication become crucial for efficient teamwork. Ensuring content approval and sign-off within global marketing teams also poses a challenge, as businesses need to maintain control over the quality and compliance of materials.

Data privacy and security are paramount concerns, especially when managing customer information across international borders. Adhering to regional data protection regulations and securing sensitive information require robust tools and features.

Recognising the significance of these regional differences and challenges faced by distributed marketing teams, HubSpot provides a comprehensive range of powerful tools and features. These tools play a pivotal role in streamlining workflows, facilitating collaboration, ensuring data privacy, and delivering personalised campaigns that resonate with regional audiences.

Let’s have a closer look at the tools that support multi-regional marketing teams in HubSpot.

Utilising segmentation for regional marketing teams

Distributed marketing teams, operating across diverse regions, face the challenge of effectively utilising segmentation to target their audiences. With each region having unique characteristics, preferences, and cultural nuances, it becomes essential to craft tailored marketing campaigns that resonate with local audiences. Failing to do so can lead to disengagement and decreased conversion rates, hindering the marketing team's overall effectiveness.

HubSpot offers solid segmentation capabilities, providing distributed marketing teams with the tools they need to segment contacts and companies based on various criteria. These criteria include demographics, behaviours, interests, and preferences, enabling teams to create targeted campaigns that are highly relevant to each region. By leveraging HubSpot's segmentation features, marketing professionals can now deliver personalised content and experiences that appeal to the unique characteristics of local audiences.

With HubSpot's segmentation features, marketing teams can customise email campaigns, website content, and social media messaging according to the specific preferences and needs of each region. This hyper-relevant content delivery approach empowers businesses to achieve exceptional results in every market they operate in.

By effectively utilising segmentation, distributed marketing teams can strengthen their brand presence, foster deeper connections with customers across the globe, and ultimately improve their marketing performance and effectiveness. 

Enhanced collaboration with HubSpot

Distributed marketing teams often struggle with fostering enhanced collaboration and implementing effective regional segmentation to deliver impactful and localised campaigns across diverse markets. Operating across different time zones and geographic locations, they require seamless coordination and streamlined content approval processes to ensure consistency, compliance, and brand integrity.

HubSpot's platform, including its Social Calendar feature for social media posts, supports real-time collaboration on content creation, marketing campaigns, and lead management. This facilitates smooth coordination between teams operating across different time zones and geographic locations. HubSpot empowers marketers to tailor content and campaigns based on location-specific factors, such as language, cultural nuances, and regional preferences.

This level of customisation helps businesses build stronger relationships with regional audiences, leading to increased trust and brand loyalty. Equipped with the necessary tools for personalised marketing strategies, data privacy, and seamless collaboration, global marketing teams can now create impactful and localised campaigns across the globe, achieving higher engagement and stronger connections with diverse audiences.

Ensuring data privacy and security with regional asset access

With distributed marketing teams operating across various regions with distinct data protection regulations, data privacy and security emerge as paramount concerns for global enterprises.

HubSpot addresses these pressing challenges by providing granular control over regional asset access. Organisations can now define access permissions to assets and data based on user roles and geographic locations, ensuring strict compliance with regional privacy laws while effectively safeguarding sensitive information.

For instance, marketing teams in Europe may need to adhere to the General Data Protection Regulation (GDPR), while teams in other regions must navigate different regulations. With HubSpot's platform, businesses gain the flexibility to define access permissions that align precisely with GDPR requirements. This ensures that sensitive information is appropriately handled by personnel within the designated regions.

Similarly, companies operating in Canada must adhere to the Personal Information Protection and Electronic Documents Act (PIPEDA). HubSpot's platform also allows businesses to configure access permissions in line with Canadian data protection laws, guaranteeing that sensitive information is managed appropriately by personnel within the country.

HubSpot's regional asset access feature empowers enterprises with distributed marketing teams to configure access settings tailored to meet the unique demands of various data protection regulations. This, in turn, guarantees that only authorised personnel can access and handle sensitive data within their designated regions, ultimately reinforcing data privacy and security measures.

Global marketing campaigns with HubSpot 

Split up marketing teams have the challenge of maintaining consistency in messaging and branding across diverse regions.

HubSpot comes to the rescue with its centralised campaign management tools, addressing this challenge effectively. Marketing managers can create, customise, and share campaigns that align with the company's global marketing objectives. These campaigns serve as templates that regional marketing teams can localise and tailor to suit their specific markets while adhering to brand guidelines.

Additionally, it's important to highlight that HubSpot's platform incorporates the translated pages tool as a strategic measure, greatly simplifying the creation of localised content and website pages. By enabling the seamless management of content and ensuring accessibility for global audiences, this feature significantly contributes to enhancing the consistency of messaging and optimising search engine visibility, making it a crucial element for effective SEO efforts.

By leveraging these tools, distributed marketing teams can collaborate seamlessly and execute global campaigns efficiently, promoting a cohesive and unified brand experience across diverse regions. HubSpot's platform empowers teams to overcome challenges, making their lives easier and driving success in the global marketplace.

Leveraging analytics and reporting for a comprehensive global view

For enterprises with marketing endeavours across diverse regions, gaining valuable insights into performance and audience behaviour becomes paramount. HubSpot's sophisticated analytics and reporting tools play a pivotal role in providing a holistic global view of marketing efforts.

The real-time data presented on HubSpot's analytics dashboard encompasses campaign performance, lead generation, website traffic, and customer engagement across regions. This empowers marketing teams to identify successful campaigns and comprehend how different regions respond to specific strategies. Armed with this knowledge, businesses can make data-driven decisions to optimise their marketing initiatives and allocate resources more efficiently.

In addition, HubSpot's reporting capabilities enable businesses to generate customised reports that consolidate data from various regions, offering a bird's-eye view of the organisation's overall marketing performance. Marketing managers can access key customer success metrics, track progress toward goals, and compare results across different regions, unveiling valuable trends and opportunities.

By leveraging the power of analytics and reporting in HubSpot, distributed marketing teams can unlock actionable insights, pinpoint areas for improvement, and continuously refine their strategies. This iterative approach empowers businesses to remain agile and adapt swiftly to ever-changing market conditions, ensuring their competitiveness on a global scale.

HubSpot's centralised campaign management and collaborative features further streamline the execution of unified marketing strategies across regions, ensuring brand consistency and message coherence.

Custom workflows and personalised automation

Each marketing team within a global enterprise may have unique workflows based on their region, target audience, or industry.

HubSpot's flexibility allows businesses to tailor workflows to cater to these specific needs effectively. Whether it's adapting email templates for regional preferences, customising lead nurturing sequences, or incorporating language localisation, workflows can be configured to ensure that marketing campaigns are relevant and resonate with local audiences.

HubSpot also enables conditional branching within workflows, allowing teams to personalise marketing automation based on customer interactions and behaviours. For instance, if a lead from a specific region takes a particular action, the workflow can be designed to trigger personalised follow-up communications or relevant content based on that lead's interests.

HubSpot's workflow automation capabilities are a game-changer for streamlining marketing operations within global enterprises. By understanding and implementing workflows for team management, marketing teams can collaborate more effectively, ensuring tasks are efficiently allocated and progress is tracked. 

Ensuring consistent branding for distributed marketing teams

For enterprises with a global presence, maintaining brand consistency across diverse regions is vital. HubSpot offers a range of empowering features to achieve this goal, enabling businesses to establish, monitor, and enforce brand guidelines within the platform.

  • Establishing brand consistency: Within HubSpot, marketing teams can ensure uniform brand guidelines through strategic tools. Centralised storage and organisation of assets, customisable content templates, design tools, and workflow approvals uphold a cohesive visual identity. HubSpot's content management system aids web page creation, while integrations enhance seamless asset incorporation. This empowers teams to promote a unified and recognisable brand identity across campaigns and communications.

  • Monitoring global marketing activities: HubSpot's reporting and analytics features provide valuable insights into marketing activities across regions. Through custom reports and dashboards, marketing managers gain a comprehensive view of how the brand is represented and perceived globally. Monitoring campaign performance, website traffic, social media engagement, and lead generation across regions helps maintain a clear understanding of the brand's impact.

  • Enhancing approval processes: Within HubSpot, businesses can bolster brand integrity by implementing approval workflows specifically tailored for emails. This enables meticulous review and endorsement of email content before dissemination. By establishing predefined pathways for email content approval, marketing managers can exercise vigilant oversight over brand messaging and visual consistency, thereby reinforcing the brand's integrity in email communications.

By leveraging HubSpot's capabilities to establish brand guidelines, monitor marketing activities, and implement approval processes, distributed marketing teams can confidently deliver a unified brand experience to customers worldwide.

These tools foster consistency and brand compliance, ensuring the brand's impact remains strong and cohesive across diverse regions.

Empowering distributed marketing teams with HubSpot

HubSpot is a game-changer for distributed marketing teams in HubSpot, offering the tools to create impactful and localised campaigns worldwide. With a focus on personalised experiences, data privacy, and seamless collaboration, businesses can now deliver consistent brand messaging and outstanding customer experiences to diverse markets.

To make the most of HubSpot's capabilities and successfully implement them within your organisation, consider seeking guidance from an experienced HubSpot partner. Collaborating with a knowledgeable partner will streamline the onboarding process, providing your teams with the expertise and strategic consultancy needed to maximise the benefits of HubSpot's platform.

Our experienced team of HubSpot experts is here to guide you through the implementation process, tailor workflows to meet your specific team needs, and provide strategic consultancy across marketing, sales, service, websites, and business operations.

Contact our team today to find out more about how we can help elevate your marketing efforts and drive remarkable results for your organisation.

 

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