Is it Time for an Inbound Marketing Spring Cleaning?

Time for HubSpot Spring Cleaning

While there is still snow on the ground and the winter doesn’t officially end until March, it still feels good to think about doing some spring cleaning. There’s nothing better than opening the windows and washing the cobwebs away. But I’m not talking about your home or apartment. I’m talking about your inbound marketing platform. If you’ve been using HubSpot or Pardot for a long time, your platform may be a mess. You may see lots of outdated email campaigns, unused image files, or broken workflows. Cleaning up your inbound marketing may seem like drudgery, but spring cleaning is one way for you to get more value out of your inbound marketing investment.

Why Inbound Marketing Platforms Get Messy

There could be several reasons why your inbound marketing platform gets messy. For instance, the users are not organized. They store files in the wrong folders, or old files aren’t archived or deleted. Sometimes users work in the same system and have different naming conventions or filing strategies. In other cases, the primary user leaves the company, and the successor doesn’t use it in the same way. The most common reason is the overworked marketing executive. If your business has a small marketing department, you know what I’m talking about. You wear many hats and struggle to keep up with the constant demands to generate more leads, organize events, and support your sales teams. Keeping a filing system clean or deleting old workflows may not be on the top of your priority list. Over time, those old assets pile up, like the ‘musty basement’ at home. Stuff those old files in the closet and deal with them later. 

Inbound Marketing Spring Cleaning Strategies

Where do you start? The first step is to take an inventory of what you have. Review campaigns, landing pages, workflows and decide if you need to keep them, archive them or even delete them. Be careful. You can retrieve certain assets, but you should check with HubSpot knowledgebase or customer support to make sure which items you can retrieve. For instance, this article on workflows states you can retrieve deleted workflows for up to 90 days. Other assets can be organized into folders.

Below is a list of assets and what you can or cannot do to organize them:

Blogs – Your posts can be archived and deleted, but you cannot organize them into folders.

Emails – You can put them into folders and mark them as archived.

Files – These can be organized into folders, archived, and deleted.

Forms – Place forms into folders or delete. They cannot be archived.

Landing Pages – They can be organized into folders and marked as archived. You cannot delete them if they are actively used in a campaign or on a website.

Workflows – You can create folders and delete workflows. They cannot be archived.

HubSpot Campaign Naming Conventions

HubSpot campaigns are a useful tool for reporting and analyzing marketing activities. By adding assets to a campaign, you can review all of your activities, leads, and conversions in one clean and neat container. They are like drawers in a cabinet. You can organize all of your marketing stuff and keep it together. Then you can review the results and tell the sales team what a great job you’re doing. When they don’t believe you, you can show them the facts. 

Naming campaigns can be a challenge. How you name your campaigns, and the related files will help you retrieve the information in the future. The trick is to get everyone on your team to use the same naming convention. If you integrate your HubSpot marketing platform with another CRM like Salesforce, you may want to use those campaign names. Again, the key is consistency. 

Here are some best and not-so-best practices

Not-so-best:

Joe’s Email blast

The new product campaign

Z34LXE-24-16 campaign 

Best practices:

2020-Q4-ProductX-LinkedIn-Ads

ProductX-Q4-New-Business-Email-Nurture

It doesn’t matter how you create your campaign name, but it should be easy to understand by anybody in the organization. Can the new marketing intern find a campaign? How about the CMO?

Here’s my suggestion. Create a table in Excel or Google Sheets and create your hierarchy. Then add all of your campaigns to the table. It can look something like this:

ProductQuarterYearTypeActivityPersona
Ford FalconQ12020Spring SaleEmailMaintenance

You can share this document with the rest of the sales and marketing team and encourage them to provide input. If your company has a product naming structure, you might want to follow that system. If you are using account-based marketing campaigns, then you might want to use this type of format:

Feb-2021-General Motors-Detroit-Engineering-Software-Upgrade-Virtual-Lunch-Email

If this system doesn’t work for your business, that’s okay. Sit down with your team members and brainstorm some ideas that work for you. Share your thoughts in the comments below or on our LinkedIn or Facebook Group.

No Time to Organize? Hire Allyance Marketing to Do Your Cleanup

If you’re too busy to tackle your inbound marketing cleanup yourself, then you should consider hiring an outsourced provider. Allyance Marketing helps HubSpot marketers get more value from their inbound marketing, sales, and service hubs. Our certified HubSpot consultants can help you with ongoing support, improve your inbound marketing value, and align your marketing and sales teams.  Contact us to learn more about our Help for HubSpot services or call (508) 380-1762.

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