Hubspot: Achieving Targeted Marketing Through Product and Customer Segmentation with Integrated Support, Loyalty, and SMS Strategies

Introduction

Charlie Hustle needed to match their products and customers by unique characteristics to  effectively show them the products that they wanted and attain a respectable ROI.  You will see how this implementation was executed and how it not only solved that problem, but gave them a scalable way to solve future problems.

About the Client

Charlie Hustle creates vintage clothing based out Kansas City, Missouri.  Their quality clothing represents Civic Pride of the Midwest

They found that their relationship between their products and customers was based on the messaging of the clothing rather than the style.  They needed to address that to grow their business.  

Push Analytics was able to address this core concern allowing them to grow their business.  But they also got a seamless platform to operate their Customer Relations, Internal Operations and Measure their Marketing.

The Goal

They discovered that when a customer purchases or shows interest in “Kansas City Heart Shirt”, they want to buy more merchandise with “Kansas City”.  This is unlike fashion when people who buy T-Shirts want more T-shirts or casual clothing.

This was the key to unlocking the marketing.  It needed a quick and seamless implementation.

“Our customer who bought a t-shirt does not want more t-shirts.  They want different merchandise with the same message.”

Implementation: Email Marketing

As Hubspot being “the source of truth”, customer data and orders from Shopify were available.  The Shopify to Hubspot is usually the first integration.  By doing that the Products can be segmented and be available in both platforms.  In this case the segments were based on the various messaging of the apparel.  

“There is no better integration than no Integration”.

Targeting - Customers could now be targeted with products based on their previous interests or purchases.  There is no better integration then no integration!  Hubspot's Email Marketing was utilized rather than their previous Email Marketing Too (Claveo).  For example, if a customer was following a particular football team a campaign could rapidly be created at the beginning of the season showing them all the other merchandise associated with that team in email.

Implementation: Google Adwords

The next standout feature was the ability to leverage the same customer and product segments for targeted display advertising. This seamless integration meant that Charlie Hustle could market directly to specific audiences without the hassle of managing multiple tools or platforms. By having everything centralized in one place, the process became significantly more efficient, freeing up valuable time. This newfound efficiency allowed Charlie Hustle to focus less on the nitty-gritty details and more on high-level strategies that drive growth and deliver meaningful results. The time saved from navigating operational complexities was reinvested into activities that truly mattered, ensuring a sharper focus on long-term business success.

Implementation: SMS

HubSpot includes SMS functionality, making it easy to extend your email campaigns to text messages without switching platforms. Once you've created an email campaign, replicating it for SMS requires minimal effort and can be done seamlessly within the same interface.

Implementation: One Login

As well as having all our data available for marketing, having one login for one platform reduced maintenance and time.  This is hard to quantify until you see the results first-hand. The seamless operations by providing seamless access to all tools and services in one place, eliminating the hassle of juggling multiple usernames and passwords. This boosts productivity, reduces the risk of forgotten credentials, and enhances security with centralized management and monitoring. Additionally, it ensures consistent user experiences, streamlining workflows and fostering collaboration across teams.

Implementation: Loyalty Programs

HubSpot's CRM serves as the foundation for loyalty programs by storing all customer interactions, purchases, and preferences in one place.  This centralized data allows businesses to segment customers based on their behavior, purchase history, or engagement levels, ensuring your loyalty initiatives target the right audience.

The loyalty programs were accessible due to everything being on Hubspot.  Marketing Loyalty across Email, SMS and Google was now possible. It was never before thought that so easily a customer could be informed that they only need one more purchase to claim a free offer.

“Push Analytics guided us on Using Hubspot to solve our core targeted Marketing Goals but we “Push Analytics guided us on Using Hubspot to solve our core targeted Marketing Goals but we got so much more!”

                                                                   CEO: Charlie Hustleso much more!”

HubSpot Offered Unexpected Advantages

Streamlining operations and uncovering opportunities all within a single platform.

Customer Service

Now that everything was in Hubspot there were unexpected advantages.  The seamless workflow opened up doors for staff.  For example, a senior customer service agent was dealing with a customer over the phone.  Because she had the data available she realized quickly that the customer was a very strong repeat customer.  She quickly knew to accommodate this customer request even though it was an exception to our policies.

Unexpected Results: Less Training

HubSpot streamlines workflows by eliminating the need to navigate and train on multiple platforms. With just one platform to learn and a single point of contact for support, your team can focus on driving results rather than managing fragmented tools.

Unexpected Results: Quick KPI Measuring

With all the campaigns being so easily accessible, measuring open and click through rates for Emails and Text messages was effortlessly reviewed.  Instantly the better performing messages, content and promotions came to the forefront.

Improving your marketing requires data to be in one place.  It will result in an easier to run organization and better service for your customers.

Wissam Elgamal

                                                                   CEO: Charlie Hustle

“Push Analytics guided us on Using Hubspot to solve our core targeted Marketing Goals but we got so much more!”

                                                                   CEO: Charlie Hust