As part of our HubSpot Power User series, we sat down with Nicole Pereira, Co-Founder & Chief Marketing Technologist of Campaign Creators, for her story on how she uses HubSpot and perspective on best practices.
Zak: Nicole, I discovered you on the HubSpot power users section of Inbound.org. Can you share the background of Campaign Creators?
Nicole: We build funnel based campaigns, and are heavily reliant on HubSpot’s ability to automate people through a funnel. Our campaigns are built around aligning to the customer buyer journey. In the past we spent a lot of time on awareness, and consistently the area we found companies needing the most help was moving buyers through the middle of the funnel, through those consideration and decision stages.
Zak: What is your role? What are your main responsibilities?
Nicole: My role is the Chief Marketing Technologist. I lead and direct the team, and provide our customers for the vision for their campaigns. I am also focused on outreach to bring visibility to the company.
Zak: How did you get into marketing technology and inbound marketing?
Nicole: I have always been technical, and I was in jobs that had a technical side. I also had a deep interest in marketing. I was a mommy blogger 12 years ago, and opened up an online scrapbook store. I taught myself PHP, launched the store, launched an affiliate program. Suddenly I had 200 other moms selling my stuff online.
So I’ve always been crossing the line between marketing and IT.
Then a couple years back I found Scott Brinker’s ChiefMarTec blog – and I said, that’s me. I immediately identified with it. I’m tech and marketing. It made things a lot easier for me.
Zak: When did you start using HubSpot?
Nicole: I started using HubSpot four years ago. My employer came to me and said we need a system to do a whole bunch of things. We needed social media management, secure host, email system, blog, managing domain redirects, and more.
I looked at 20 different systems. Managing the website was key. HubSpot ended up being the perfect fit for those needs.
Zak: What are the top HubSpot reports you leverage?
Nicole: I like website traffic and lifecycle stages by channel. Email reporting is useful for very granular reporting all the way down to who clicked on what content and links. The interface for viewing that information is very intuitive.
If you have enterprise, the event reporting is great. You can setup a tracking event, like did someone click the CTA button above the fold or the one three panels down? And if you have the reporting add-on, you can build any report that you want.
Zak: How about HubSpot CRM?
Nicole: It’s a great tool as well. I love the meeting invites directly to your Google calendar, the dialer system and the tools to record, append and transcribe. We get great feedback from sales people using it.
And then HubSpot CRM data gets featured in your closed loop reporting. The power of HubSpot is pulling all of your data into HubSpot for a single view.
Zak: Do you have any tips for other HubSpot users? How about any little known features?
Nicole: I like using it to monitor Twitter lists. So you can build my customers on Twitter, or my customers on Twitter in San Diego. And – show me everyone who has shared my content – not everyone mentions you, so you can get more visibility through HubSpot then through your Twitter account. And then people get excited when you acknowledge they are sharing your data.
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