What are marketing hubs and how to use them for your business

What are marketing hubs and how to use them for your business


Marketing and advertising professionals are constantly competing to deliver a personalized digital experience to consumers at scale. To drive this strategy successfully, marketers need to integrate and coordinate data across multiple channels and devices quickly and in real time. For this reason, Marketing Hubs were born, do you want to know what it is? Keep reading!

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What are marketing hubs?

Consulting firm Gartner defines the Marketing hubs as software covering several areas of digital marketingmobile, social and multichannel, to provide integrated access to applications and workflows. Added to this are features such as collaboration, data integration and analytics.

In other words, it is the service that gives marketers fixed access to content, analytics and data to automate execution and optimize multiple online and offline channels and campaigns.

Marketers face the challenge of handling large (and ever-increasing) volumes and speeds of data across all channels. This situation is even more complicated if we take into account the segmentation of customer buying journeys, which go through different touch points.

Therefore, Marketing hubs enables marketers to understand customers by analyzing multi-channel data to gain detailed insight into customer behavior during transactions or negotiations through a webpage. This enables organizations to make knowledge-based decisions and act on customer insights and which channel is getting the most conversions.

Characteristics of a marketing hub

Among the characteristics of Marketing hubs are the following:

  • Has the ability to offer a global vision of a client by combining transactional data such as web analytics, email metrics, CRM or purchase history with data such as emails, call logs, posts and comments.
  • Provides a real-time view of the customer through identification and cataloging.
  • Also a real-time analysis of structured and unstructured data from all sources.
  • Help to create personalized experiences and deliver the right content based on segments.
  • Presents a unified customer profile which combines own data and data from third parties.

How Marketing Hubs Work

The Marketing Hub merges the best of marketing and Big data to personalize the message to customers. These marketing hubs include a variety of native marketing capabilities and applications. But not only that. It also allows others to integrate.

Although the initial costs of establishing hubs can be high, in the medium and long term the result will be very positive.

According to Gartner, marketing hubs are distinguished by:

  • Little maturity
  • Market penetration between 5% and 20% of the audience
  • Transformational profit level

They allow us to improve the effectiveness of marketing actions, as it allows you to involve both companies and customers in the process. All of the data and information collected helps marketers more effectively determine customers, their attributes, and the content that best responds to customer behavior. All with the aim of obtaining a higher conversion rate.

In turn, these factors make it easier to make decisions about where we can improve and where we want to invest the department’s budget to get a better return on investment.

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Marketing intelligence as a basis

As to how the Marketing hubs, known as Marketing Intelligence, is the most widely used technique. It makes data analysis thoroughly researched and facilitates new ways to increase engagement with target audience. In this sense, the Marketing Intelligence It shows us who our target audience is and helps us increase the value of the organization with the personalization of actions.

For those unfamiliar with this concept, marketing intelligence is a technique that puts the customer at the center and helps organizations focus their ideas by making intrusive decisions. The objective is to study in depth the environment in which they are found.

Among the advantages that this technique offers us, there are:

  • Constantly updated: The data obtained is generally immediate, which allows you to work in a more agile manner.
  • Consumer knowledge: Since the audience is at the center, smart marketing helps you gain vast amounts of information about consumers and understand their needs.
  • Statistics: Provides comprehensive statistics on consumer data.
  • Segmentation: With all the information it provides, it facilitates segmentation strategies and therefore much more effective actions.
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