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Drupal 8 + Hubspot: Marketing automation at its best

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Published:March 4, 2017
Last Modified:July 20, 2022

What type of marketing is the best type of marketing? Why, automated marketing, of course: when it's done right, you don't have to do anything at all. In the world of automated marketing, Drupal 8 and Hubspot can create a powerhouse blend that does nearly everything for you. All you have to do is analyze your results and optimize your settings to ensure that you're getting the best results.

What is marketing automation?

Many tasks that we traditionally think of as "marketing" are actually quite repetitive. These are things such as following up with leads, contacting previous customers, sending out marketing messaging, and even posting social media advertising. In the old days, marketing often consisted of cold calling customers. Today, marketing is very similar -- but it doesn't require that a person be on the other end of the line.

When it comes to marketing, consistency and outreach is key. On social media, posting every day is important -- more important, often, than the content that you're posting. When it comes to marketing emails, they need to be sent both selectively and often. By automating these systems, you can ensure that the appropriate triggers set off the appropriate actions. If someone leaves their cart without purchasing an item in it, they get a coupon. If someone leaves the website without making a purchase, they get an email. 

Why use Drupal and Hubspot?

Understandably, the key to reliable marketing automation lies within the technology that you use. This is where Drupal and Hubspot truly shine. Drupal can be used to create a comprehensive CMS-driven website, while Hubspot can be used to automate lead collection and a myriad of marketing tasks. Together they create a single access point through which customers can be funneled. Here are just some of the features that you can use when automating marketing through Drupal and Hubspot:

  • Hubspot tracking URLs. The tracking URLs used by Hubspot (and managed through Drupal) can be used to track the success of your individual marketing campaigns automatically. You'll immediately know how many customers are converting through your email campaigns and social media campaigns -- and you can even drill down to the specific ads. The more data you have, the more effective your campaign strategies are going to be overall. And in addition to comparing different campaigns, you can also track these campaigns over time to get a better picture regarding how your marketing is working.
  • Smart forms. Hubspot's Smart Forms can be directly embedded into Drupal. Used for lead management, smart forms learn about your users as your users visit your site. These forms will build upon the information that they already know about a user, requesting additional information each time. Through this, you'll be able to collect advanced demographic information and drill down to leads that are most likely to make a purchase and further interact with your brand.
  • Custom landing pages. Drupal supports the design and development of custom landing pages, so that you can channel customers appropriately depending on which campaign they arrived from. Custom landing pages can have a tremendous impact on conversion rates, as they target the precise demographic that you are interested in. Once these landing pages have been made in Drupal, they can be integrated into Hubspot's campaigns.

Though there are other ways to perform marketing automation in Drupal (and other ways to manage content for Hubspot), both Drupal and Hubspot are the leaders within their field. Drupal and Hubspot have extensive documentation, large communities, and superb customer support. Even better, they both have a very low barrier to entry while still retaining many advanced features, making them suitable for both those new to the eCommerce industry and expert developers.

Together, Drupal and Hubspot are a formidable marketing force. Drupal 8 can provide all of the content management features you need, while Hubspot can create fully integrated and automated marketing solutions. And automated marketing certainly isn't all that Hubspot does -- Hubspot also collects valuable marketing information and provides advanced, sophisticated analysis. Together, this alliance forms an all-in-one eCommerce portal that can be targeted to virtually any demographic. 

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