Do you need help managing your marketing efforts across multiple channels and platforms?
You’re not alone.
Juggling various campaigns can feel overwhelming in the intricate world of B2B marketing.
But it doesn’t have to be.
Imagine having a single platform that simplifies everything—email marketing, lead nurturing, SEO, social media management—right at your fingertips.
With a HubSpot campaign, that’s precisely what you get.
HubSpot campaigns are a powerful tool that helps you streamline your marketing campaigns, making them more effective and easier to manage. These marketing campaigns can be used for:
In this guide, you’ll learn how to harness HubSpot’s full potential to attract relevant traffic, drive more qualified leads, and generate more inbound sales opportunities.
We’ll cover everything from setting up your first campaign to optimizing it for the best results, and we’ll dive into the four most impactful campaign types you can run in HubSpot.
Are you curious about how to enhance your marketing strategy?
Let’s get started.
At its core, a HubSpot campaign is your marketing command center.
It’s where you can manage, execute, and track every aspect of your marketing activities—email blasts, social media posts, SEO optimizations—from one integrated platform.
A HubSpot Campaign is a feature within HubSpot's marketing platform that allows you to organize and track all your marketing efforts related to a specific goal or theme.
Imagine having all your marketing efforts centralized in one place.
With HubSpot, you can seamlessly coordinate across multiple channels, ensuring that every piece of your strategy aligns perfectly.
The critical components of a HubSpot campaign are:
1. Campaign Goal: Define a clear objective (e.g., increasing leads and driving traffic) to guide the campaign's strategy and execution.
2. Campaign Assets: This includes all related marketing materials, such as emails, landing pages, blog posts, social media updates, CTAs, and forms.
3. Tracking and Analytics: Monitor critical metrics such as traffic, engagement, conversions, and ROI to measure campaign performance.
4. Attribution Reporting: Analyze how each campaign asset contributes to overall success, helping identify the most effective elements.
5. Collaboration: Enables team collaboration, ensuring all efforts align with the campaign's overall strategy.
This unified approach doesn’t just make life easier and your campaigns more effective by allowing you to measure what’s working and what’s not, all in real time.
Everything in one place makes a significant difference when managing complex B2B campaigns. It can help marketers show their impact on pipeline and revenue.
HubSpot's campaign management feature acts as the nerve center of your HubSpot campaign activities, where assets can be organized into one cohesive campaign.
It’s where you can effortlessly plan, execute, and monitor every aspect of your campaigns, ensuring your efforts align perfectly with your broader strategy.
Think about it:
Instead of switching between different email, social media, SEO, and content marketing tools, HubSpot lets you manage everything in one unified platform.
This centralization isn’t just about convenience—it’s about consistency.
You can maintain a cohesive message across every touchpoint by keeping all your channels in sync.
HubSpot gives you a holistic view of your campaigns, allowing you to see how each piece fits into the bigger picture and adjust on the fly to get the best possible results.
HubSpot campaigns allow you to organize assets with a common theme into one campaign.
Let's look at some of the tools you can associate with a campaign in HubSpot:
A landing page is a web page created with a focused goal — its main aim is to turn visitors into leads.
Regardless of the type of landing page, the primary purpose remains consistent: generating more leads.
These pages typically feature lead capture forms that request contact information from visitors, offering something valuable in return, known as an offer or incentive.
You might wonder why having a dedicated page just for form submissions is necessary.
Why not rely on your homepage or a product page?
The simple answer is that landing pages reduce distractions.
Removing navigation menus, competing links, and alternate paths holds the visitor’s attention, directing them to a single call to action: filling out the form.
In short, landing pages are explicitly crafted to drive conversions.
Luckily, HubSpot has a built-in landing page builder that you do not need coding skills to use.
Generating and nurturing leads is the foundation of your HubSpot campaign efforts.
Whether you need custom landing pages, forms, or compelling calls-to-action (CTAs), HubSpot helps you capture leads precisely.
Once you’ve captured a lead through a form in HubSpot, HubSpot’s workflow automation kicks in, guiding your prospect through personalized email sequences, retargeting ads, and timely touchpoints.
This ensures that each lead is nurtured until ready to move forward in the buying process and handed off to your sales team.
What sets HubSpot apart is its seamless integration with its CRM and Sales Hub.
This means every interaction with your lead is tracked, providing you with valuable insights into their journey that can be passed to sales.
With this data, you can make informed decisions about which leads are handed off to sales, ensure each lead is nurtured most effectively, and turn prospects into loyal customers.
Imagine creating a campaign with blog posts, email workflows, and webinars.
A prospect who has consumed all of this content is more qualified to buy, and these leads will convert to customers at a much higher rate.
Email marketing remains one of the most reliable ways to connect with your audience, and HubSpot makes this more accessible than ever.
With its email tools, you can automate your email campaigns, ensuring your messages reach the right people at just the right time.
HubSpot’s personalization features take your emails to the next level.
You can tailor each message to individual recipients, which increases engagement and drives higher conversion rates.
HubSpot empowers you to tailor emails based on individual behaviors, preferences, and past interactions.
This level of personalization goes beyond just addressing someone by their name—it involves sending content that speaks directly to their needs and interests.
As a result, personalized emails drive significantly higher engagement and conversion rates.
The platform makes it easy to segment your email lists according to various criteria, such as demographics, purchase history, or level of engagement.
This ensures that your emails are personalized and highly relevant to your audience's specific segment.
By sending the right message to the right people at the right time, you increase the effectiveness of your campaigns, leading to better outcomes and stronger relationships with your customers.
With HubSpot’s social media management tools, you can easily manage, schedule, and analyze all your social media posts, enhancing the reach of your HubSpot campaign.
HubSpot’s centralized approach saves you time and ensures your social media messaging is consistent with your overall campaign strategy.
Whether posting on LinkedIn, X/Twitter, or other platforms, HubSpot helps you maintain a cohesive voice across all channels.
Moreover, HubSpot provides analytics, giving insights into your posts' performance so you can tie your social media activities to revenue by making social a part of a more extensive campaign.
You can track engagement, monitor trends, and refine your social media strategy based on what resonates most with your audience.
Integrating social media management into your HubSpot campaign ensures that every piece of your marketing puzzle works together seamlessly, amplifying your overall impact.
A solid SEO and content strategy is essential for standing out in a crowded digital landscape.
HubSpot equips you with the tools to optimize your website and blog content and increase your search engine rankings.
HubSpot’s SEO tools guide you through optimization, helping you fine-tune your content with the right keywords, meta descriptions, and SEO best practices.
It’s like having an SEO expert, ensuring your content is primed to rank well on search engines.
But it doesn’t stop there.
HubSpot’s content strategy features, like topic clusters and pillar pages, allow you to organize your content around core topics, enhancing its visibility and effectiveness.
By structuring your content strategically, you establish your website as a go-to resource in your industry, improving your search engine rankings and your audience’s engagement.
You can also integrate HubSpot with Google Search Console to obtain relevant metrics about your website's search performance.
With HubSpot, your SEO and content strategy become potent tools for driving organic traffic and building authority in your market.
Creating a campaign in HubSpot is straightforward, but attention to detail is critical to getting it right.
Here’s a step-by-step guide to help you set up your campaign from start to finish.
1. Create Your Campaign
First, log in to your HubSpot account and go to the Marketing tab.
From there, select Campaigns.
In the upper right corner, click Create campaign.
You can either follow the guided onboarding or set it up manually.
2. Configure Your Campaign Details
Now, it’s time to configure your campaign details:
Name your campaign: Choose a unique, easy-to-understand name you and your team can easily recognize later.
Pick a color: Select a color to help you organize your campaign visually on the marketing calendar.
Assign an owner: Designate someone to oversee the campaign, ensuring everything runs smoothly and on time.
Set start and end dates: These dates will appear on your marketing calendar, helping you track the campaign’s timeline.
Define your objective: What do you want to achieve? Set clear goals, whether it’s increasing website traffic or generating leads.
Specify your target audience: Clearly define who you’re trying to reach so your content and messaging resonate with the right people.
Set a budget: Determine your budget and choose the currency to keep your spending in check.
Add any additional notes that might be helpful for your team, such as specific strategies or essential deadlines.
Once you’ve filled in all the details, click Create to finalize the setup.
3. Set Your Goals
With your campaign created, the next step is to set your goals.
Go to Marketing > Campaigns and select your newly created campaign.
Click Actions and then Edit Goals.
Here, you can enter specific goals for sessions, new contacts, and influenced contacts.
Clear goals will help you measure success and adjust your strategy as needed.
When you’re done, click Save.
4. Add Your Assets and Content
It’s time to add the assets and content to power your campaign.
Go to Marketing > Campaigns and select your campaign.
Click Actions and then Add Assets.
Choose the type of asset you want to include—emails, blog posts, or landing pages.
You can search for existing assets in your HubSpot account or create new ones.
Adding relevant, engaging content is critical to ensuring your campaign resonates with your audience and meets its goals.
Once you’ve added your assets, click Save.
5. Create Tracking URLs
Tracking your campaign’s performance is essential, and HubSpot makes it easy with tracking URLs.
In your campaign dashboard, click Actions and then Create tracking URL.
Enter the URL you want to track, UTM campaign, and source details.
These tracking URLs help you monitor your campaign’s effectiveness across different channels.
Click Create to generate your tracking URL.
6. Review Your Campaign in the Marketing Calendar
Finally, keep your campaign on track by reviewing it in the marketing calendar.
Go to Marketing > Campaigns and click the Calendar tab.
Your campaign will automatically appear based on the start and end dates you set earlier.
This overview ensures that all tasks are scheduled correctly and your campaign stays on track.
HubSpot is incredibly versatile, allowing you to run campaigns tailored to specific goals and audiences.
Let’s explore four highly effective campaign types you can execute using HubSpot and tips for success.
Understanding your audience is the foundation of any successful marketing strategy, and a market research campaign is critical.
With HubSpot, you can create surveys, polls, and forms to collect valuable feedback directly from your audience that can be used for a blog post or report.
By integrating these tools with HubSpot’s CRM, you can segment respondents based on their answers, allowing you to uncover deep insights that can be used for content creation.
After collecting answers from your audience, compile the insights into a relevant piece of content.
Next, tag your contributors on social media and send out an email newsletter to promote the content.
Improving your website’s visibility on search engines is crucial in B2B marketing, and an SEO campaign can help you achieve this.
HubSpot’s SEO tools, such as on-page SEO recommendations and content strategy features, are designed to optimize your content for better search engine rankings.
Start by conducting keyword research to identify what your audience is searching for.
Then, use HubSpot’s SEO tools to optimize your website pages, blog posts, and other content around these keywords.
Additionally, organizing your content with HubSpot’s topic clusters and pillar pages can enhance your site’s authority and visibility on specific topics.
An effective SEO campaign will drive more organic traffic to your website and strengthen your brand’s credibility and online presence.
Webinars are a powerful way to engage your audience, showcase your expertise, and generate high-quality leads.
HubSpot’s tools allow you to manage every aspect of a webinar campaign—from promotion to follow-up—in one place.
First, create a dedicated landing page in HubSpot where your audience can register.
Then, integrate HubSpot with your preferred webinar solution, such as Zoom Webinars.
Next, promote your webinar using HubSpot’s email marketing and social media tools.
After the event, follow up with automated email sequences, offering additional resources or consultations with the registrants.
This type of campaign is particularly effective for building relationships with potential customers and guiding them further down the sales funnel.
Podcasts are becoming a vital tool in content marketing, offering a personalized way to engage your audience.
With HubSpot, a podcast campaign can be leveraged to target critical stakeholders in buying committees at your target accounts.
You can strategically manage your episodes' production, promotion, and distribution while tailoring content for high-value accounts.
Using HubSpot's content calendar, you can keep your podcast release schedule on track, ensuring consistency and relevance.
Promote episodes through email marketing and social media, but segment your campaigns toward critical decision-makers.
A well-executed podcast campaign tailored to buying committees can build stronger relationships, position your brand as a trusted authority, and drive engagement and conversions with high-value accounts.
Following best practices that enhance visibility, consistency, and collaboration across your marketing efforts is essential to ensuring your HubSpot campaigns are effective and well-coordinated.
Here are some key strategies to optimize your HubSpot campaigns:
Take advantage of HubSpot’s full suite of tools by publishing all your marketing assets—emails, landing pages, and social media posts—directly within HubSpot.
This approach guarantees complete visibility, accurate tracking, and seamless integration of all marketing activities, enabling you to maintain a cohesive and efficient strategy.
Before creating and associating assets, set up your campaign in HubSpot.
This crucial step prevents tracking issues and ensures that all assets align correctly with your campaign goals.
Also, establish a consistent naming convention to keep your campaigns organized and easily managed.
When associating assets with your campaigns, remember that adding an asset to a new campaign will automatically remove it from existing campaigns.
Be mindful of this to avoid accidental disassociation and ensure accurate tracking and attribution across all your marketing efforts.
Use static lists to track offline events or specific audience segments.
Static lists are invaluable for accurate attribution within your campaigns, but remember, they can only be associated with a campaign from the campaign details page.
UTM parameters are essential for tracking campaign effectiveness across various channels.
To maintain accurate tracking and association with your HubSpot campaigns, ensure consistent spelling, avoid spaces, and avoid adding unnecessary characters.
Precise UTM management is crucial for reliable data and tracking consistency.
Clearly define and set specific goals for your campaigns, such as sessions, new contacts, and influenced contacts.
Regularly tracking these goals allows you to measure success effectively and make data-driven adjustments to optimize your campaign performance.
Review your campaign dashboard in HubSpot regularly to analyze key performance metrics, including sessions, new contacts, and influenced revenue.
By consistently monitoring these metrics, you can identify trends, make informed decisions, and optimize your campaigns for better results.
Effective campaigns require strong collaboration between marketing and sales teams.
Work closely with your sales team to promote your campaigns, have them utilize the content you’ve created, and coordinate outreach efforts.
This alignment enhances the reach and effectiveness of your campaign and ensures leads are nurtured consistently across both departments.
Incorporate account-based marketing (ABM) strategies into your campaigns for high-value accounts.
Tailor your content and outreach to meet the specific needs of individual accounts, creating more personalized experiences that resonate with your target audience and increase conversion rates.
Thank you pages are essential for defining conversions in ad channels like Google Ads and LinkedIn Ads. Always use a thank you page after a form submission to track conversions.
Use thank you pages not just for tracking but also as an opportunity to guide customers to the next step in their journey, such as scheduling a demo or requesting a meeting.
Apply no-index tags to thank you pages to prevent search engines from indexing them. This ensures they remain hidden while still serving their purpose in your funnel.
After a form submission, always send a confirmation email to the contact.
This email should contain information about the content offer they signed up for, reinforcing the value of your offer and keeping the user engaged with your brand.
These confirmation emails are also great opportunities to send them to an offer such as a meeting.
12. Use Campaigns for Onboarding and Retention
HubSpot campaigns aren't just for lead generation—they can also be powerful tools for customer onboarding and retention.
Create dedicated campaigns to guide new customers through onboarding and ensure they understand how to use your product or service.
Additionally, use campaigns to engage existing customers, providing them valuable content and support to increase satisfaction and reduce churn.
HubSpot’s platform offers everything you need to manage B2B marketing across multiple channels.
Using its tools—email marketing, lead nurturing, SEO, social media, and more—you can create campaigns that resonate with your audience and drive results.
Whether you're gathering insights, optimizing content, or building authority, HubSpot equips you to succeed.
Now’s the time to turn your prospects into loyal customers and lead your company to new heights.