| | FEBRUARY 202019CIOReviewCXO INSIGHTSThe Role of HubSpot in a Data Driven Marketing StrategyBy Corrie Freudenstein, Head of Marketing, LeyboldFocus on Data and ROI: A Primary ObjectiveIn today's marketing world, every good marketer must also become a data scientist to some extent, to deliver maximum results. Whether applied to audience segmentation, lead scoring, predictive analytics, or measuring results, the tools used to enable a data-driven marketing strategy are critical for success. Marketing automation tools, such as HubSpot, are becoming more and more about supporting the overall customer journey and enhancing customer experience, rather than the previous tools which further siloed marketers from other areas of the business due to their complexities or narrow set of capabilities. While some marketers have successfully embraced this shift from traditional tactics like promotional materials and trade shows, others are still searching for the right way to modernize their approach. Embracing the availability of marketing and sales data that comes from the implementation of such tools and, more importantly, acting on data insights is what separates marketers who add value from those who deliver outstanding results. When organizations are implementing tools like HubSpot, they should always keep the focus on customer insights and return on investment (ROI). In many cases, people from a traditional marketing background fail to focus on ROI because they concentrate on brand engagement vs. lead generation and closure. This disconnect in measuring success can often result in a lack of buy-in for adopting new tools and advancing an organization's digital competency. Challenges in Implementing HubSpotOne of the major obstacles in implementing HubSpot is getting a corporate buy-in. One of the best ways to overcome this barrier is to start small. The most significant benefit that HubSpot offers is that Corrie Freudenstein
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