If you’re familiar with HubSpot, you know it’s one of the most powerful platforms for managing every aspect of your customer journey, from attracting new leads to converting them into loyal growing clients.
But what if you could integrate the strategic focus of Fried Egg Marketing with HubSpot’s tools to create a seamless customer journey that’s targeted, efficient, and designed to maximise Lifetime Value (LTV) of your Ideal Clients?
In this blog, we’ll explore how Fried Egg Marketing can be mapped across the entire HubSpot Customer platform - Marketing Hub, Sales Hub, Service Hub, Content Hub, and Operations Hub - to build a targeted, aligned, and personalised customer experience that helps you attract, engage, and retain your Ideal Client Profile (ICP).
Attracting the Right Clients with HubSpot's Marketing Hub
The first step in any customer journey is prospecting to attract those high-quality leads that are a perfect fit for your business. With Fried Egg Marketing, the goal is to focus your efforts on your ICP, rather than casting a wide net. HubSpot’s Marketing Hub provides the tools you need to build targeted campaigns that speak directly to your ICP’s needs.
Buyer Personas & Role
In Fried Egg Marketing, the yolk is your ICP. HubSpot allows you to create detailed buyer personas that represent the people at your ideal organisations. These personas can then be used to segment your marketing efforts and ensure that every campaign is aligned with the needs, pains and triggers of each key role at your ICP.
Content Strategy Tools
HubSpot’s Content Strategy Tool helps you create blog posts, landing pages, and premium content tailored to your ICP. By analysing what your ideal clients are searching for, you can develop content that directly addresses their pain points, making your marketing more relevant and engaging.
Smart Content
Use smart content to personalise the messaging on your website and landing pages based on the visitor’s persona or lifecycle stage. This ensures that the messaging resonates with your ICP from the moment they engage with your site.
Ad Targeting and Automation
HubSpot’s Ad Tracking and Paid Ad Integration features allow you to set up and manage highly targeted ad campaigns. You can use these to run ads that speak directly to your ICP, reducing wasted ad spend on unqualified leads.
How it Maps to Fried Egg Marketing
By building campaigns that are laser-focused on your ICP, you ensure that only the most relevant leads enter your funnel. HubSpot’s buyer personas and content tools make it easier to target and engage those key prospects from the very beginning. By creating nurture automations will help keep you top of mind for when out-of-market buyers move in-market
Nurturing and Engaging with HubSpot's CRM and Sales Hub
Once a lead enters your funnel, the next stage is nurturing. Nurturing can help you build a relationship that leads to conversion. Fried Egg Marketing emphasises personalised nurturing based on the needs and pain points of your ICP. HubSpot’s Sales Hub and CRM tools make it easy to track every interaction, deliver personalised follow-ups, and guide prospects through the decision-making process.
Lead Scoring
With HubSpot’s lead scoring system, you can prioritise the leads that best match your ICP. Leads are automatically scored based on their engagement and fit, allowing your sales team to focus their energy on prospects who are most likely to convert.
Sequences and Workflows
Use email sequences and workflows to deliver personalised content to leads based on their behaviour and lifecycle stage. For instance, if a lead downloads a case study that aligns with their persona, HubSpot can automatically send a follow-up email or offer a demo, helping to move the relationship forward.
Email Tracking and Workflows
HubSpot’s email tracking feature allows sales teams to see when emails are opened and what content is clicked on. You can also create personalised email templates tailored to different ICP personas, ensuring each message speaks directly to their unique concerns.
Pipeline Management
The deal pipelines in HubSpot let you track every stage of the customer journey. By customising your pipeline stages to match the sales journey of your ICP, your sales team can focus on providing the right information at the right time. Triggers can be built in to build efficiencies into the sales function.
How it Maps to Fried Egg Marketing
HubSpot’s CRM and Sales Hub enable you to nurture relationships with your ICP in a personalised, targeted way. With automated sequences and lead scoring, you ensure that only the most relevant leads are nurtured and converted.
Converting Prospects into Clients with Sales Hub and Content Hub
The conversion stage, where leads turn into paying customers is probably the most critical. With Fried Egg Marketing, the focus is on closing deals with clients who are a perfect fit for your offering, ensuring a smoother sales process and long-term success. HubSpot’s Sales Hub and Content Hub allow you to build tailored pitches and close deals efficiently.
Custom Deal Pipelines
As mentioned earlier, HubSpot’s deal pipelines can be customised to reflect the journey of your ICP. This means your sales team can track every touchpoint and ensure that prospects are moved through the funnel at the right pace, based on their engagement and readiness.
Sales Playbooks
Use sales playbooks to provide your team with scripted templates, best practices, and information that align with your ICP. Playbooks ensure that your sales team consistently delivers the right message, addressing your ICP’s specific pain points during calls and meetings.
Website Personalisation
HubSpot’s CMS within Content Hub allows you to create dynamic and personalised web pages tailored to your ICP. By serving content that is specifically relevant to their industry, company size, or role, you make the decision-making process easier for your prospects.
Document Tracking
HubSpot’s document tracking feature allows you to send proposals or contracts and track when they’re opened, which pages are viewed, and how long they spend on each section. This insight can help your sales team tailor follow-ups based on the prospect’s level of interest.
How it Maps to Fried Egg Marketing
With customised deal pipelines and personalised content, you ensure that your ICP receives a tailored experience from start to finish, making the sales process smoother and more aligned with their needs.
Retaining Clients and Building Loyalty with HubSpot Service Hub
After the sale, retention is key to building long-term relationships with your ICP and maximising Lifetime Value (LTV). HubSpot’s Service Hub helps you provide proactive support and personalised experiences that keep your clients happy and engaged over time.
HelpDesk
HubSpot’s ticketing system allows you to track and resolve customer issues efficiently. You can categorise and prioritise tickets based on your ICP’s specific needs, ensuring that high-value clients receive the support they need quickly, and any SLAs are met.
Customer Feedback Surveys
Use surveys and feedback tools to regularly check in with your ICP clients. Gather data on their satisfaction levels, identify areas for improvement, and ensure that you’re consistently delivering value. These can even be triggered automatically after key interactions or milestones are met.
Knowledge Base
Create a knowledge base tailored to your ICP, providing them with self-service resources that address their unique challenges. This can include FAQs, how-to guides, and best practices designed specifically for the industries or roles you serve. You can even create a AI chatbot that can be built out of your knowledgebase to provide front line support.
Customer Success Playbooks
Develop customer success playbooks that outline specific strategies for helping your ICP clients achieve their business goals. These playbooks ensure your customer success teams are equipped to engage proactively, preventing churn and driving long-term loyalty.
How it Maps to Fried Egg Marketing
By providing proactive, personalised support through HubSpot’s Service Hub, you ensure that your ICP clients feel valued and supported. This not only helps retain high-value customers but also increases the likelihood of cross-selling and upselling opportunities.
Maximising Lifetime Value (LTV) with HubSpot Operations Hub
The final stage of the customer journey is maximising Lifetime Value (LTV), ensuring that your ICP clients stay with you for the long term and continue to grow their relationship with your business. HubSpot’s Operations Hub allows you to automate processes, integrate systems, and maintain data integrity, making it easier to deliver ongoing value.
Data Sync Integrations
HubSpot’s data sync feature allows you to integrate your CRM with other tools your ICP clients might use, ensuring a seamless experience and better data insights. You can synchronise billing systems, customer portals, or even project management tools, all of which help streamline your clients' experience.
How it Maps to Fried Egg Marketing
By leveraging HubSpot’s Operations Hub, you can ensure that your ICP clients receive a consistently valuable experience throughout their journey. Automation and data sync keep your efforts efficient, while reporting helps you make data-driven decisions that maximise LTV.
Reporting and Optimisation with HubSpot's Reporting Tools
A critical part of any customer journey strategy is reporting and optimisation. Without the right insights, you can’t fully understand what’s working and where improvements need to be made. This is especially important in Fried Egg Marketing, where your focus on your Ideal Client Profile (ICP) demands precise tracking of performance across the entire journey.
HubSpot’s Reporting Tools provide powerful analytics and insights that help you measure the effectiveness of your marketing, sales, and customer service efforts. By regularly analysing the data, you can ensure that your campaigns and customer interactions are aligned with your ICP, enabling you to continuously refine and improve your approach.
Custom Reports and Dashboards
HubSpot allows you to create custom reports and dashboards that give you a detailed view of how your campaigns, sales efforts, and customer service operations are performing. With these reports, you can track the progress of your ICP through the entire customer journey—how they’re engaging with your content, what deals are closing, and how satisfied they are post-sale.
Attribution Reporting
HubSpot’s attribution reporting feature helps you understand which marketing touchpoints are driving conversions and which are underperforming. For Fried Egg Marketing, this is particularly useful because you can analyse how specific campaigns are resonating with your ICP and adjust your strategy accordingly. Whether it's paid ads, emails, or content downloads, you’ll know exactly what’s working for your ideal clients.
Revenue Tracking and Forecasting
With revenue attribution, you can tie specific marketing and sales activities directly to revenue. This is essential for Fried Egg Marketing because it helps you track how much revenue is being driven by ICP-focused campaigns. You can also use forecasting tools to predict future revenue based on past performance with ICP leads and clients, ensuring that your resources are allocated efficiently.
Lifecycle Stage Reporting
HubSpot’s lifecycle stage reports allow you to track the progress of your ICP through the various stages of the customer journey—from awareness to decision and beyond. You can see how many leads are converting into MQLs (Marketing Qualified Leads), how many MQLs are becoming SQLs (Sales Qualified Leads), and which deals are closing. This gives you full visibility into how well your ICP-focused strategies are performing at every stage.
Customer Feedback Reports
In the Service Hub, you can create customer feedback reports to measure client satisfaction, NPS (Net Promoter Score), and other key metrics. This ensures that you’re not just attracting and closing deals with the right clients, but also keeping them satisfied and loyal over time. By regularly monitoring these reports, you can identify trends and areas for improvement to retain your ICP clients and maximise their Lifetime Value (LTV).
How it Maps to Fried Egg Marketing
Fried Egg Marketing means narrowing down your focus to the most important customers. However, to accomplish this, you’ll want to get clear signals of how well your plan is paying off. You can use HubSpot’s Reporting Tools to view and understand performance at each stage of the customer journey, from discovery to retention, and beyond.
With analytics, attribution modelling and revenue tracking, you can be sure that your marketing and sales activity is meeting your ICP and getting continually optimized to deliver results. HubSpot’s powerful reports enable you to take the information to action so you can focus your strategies and get better results across the customer lifecycle.
You can combine Fried Egg Marketing’s personalised strategy with HubSpot’s data-driven platform to not only bring in the right clients, but also make them continue their business with you for a lifetime to maximise your customer satisfaction and LTV.
Mapping the Entire Customer Journey with Fried Egg Marketing and HubSpot
Fried Egg Marketing is more than a prospecting or conversion strategy, it’s a comprehensive customer-engagement solution that works from initial touchpoint to retention and growth. With Fried Egg Marketing principles baked into HubSpot’s powerful hub portfolio, you can provide your ICP with a smooth, branded journey to growth, loyalty and LTV.
HubSpot’s Marketing Hub, Sales Hub, Service Hub, Content Hub and Operations Hub provide the capabilities and automation required to ensure every touchpoint aligns exactly with your ICP’s requirements. Together with Fried Egg Marketing, you are ensuring your business is saying exactly what it needs to say, at just the right time, to just the right people, every single time.
Ready to create your journey with Fried Egg Marketing and HubSpot? Start right now by targeting the yolk and witness your business shift customer relationships and outcomes. Book your place on our Fried Egg Marketing webinar here.
