HubSpot’s Values-Driven Marketing: Ethical Edge?

Are you struggling to align your marketing strategies with covering topics such as sustainable growth and ethical leadership? Many businesses are finding that traditional marketing tactics no longer resonate with today’s socially conscious consumers. Can HubSpot’s new “Values-Driven Marketing” module be the answer?

Step 1: Enabling the Values-Driven Marketing Module

HubSpot has always been a powerful tool, but their recent focus on ethical considerations has made it even more valuable. To get started, you’ll need to enable the “Values-Driven Marketing” module.

Sub-step 1.1: Accessing the Settings Menu

First, log in to your HubSpot account. In the top right corner, click the “Settings” icon (it looks like a gear). This will take you to the main settings dashboard.

Sub-step 1.2: Navigating to Beta Features

In the left sidebar menu, scroll down and find the “Account Setup” section. Click on “Beta Features.” This is where HubSpot houses its experimental modules and features.

Sub-step 1.3: Activating the Module

You should see a list of available beta features. Locate the “Values-Driven Marketing” module. It will likely have a brief description outlining its purpose. To activate it, simply toggle the switch to the “On” position. A confirmation message will appear at the top of the screen, indicating that the module is now enabled.

Pro Tip: HubSpot often rolls out beta features gradually. If you don’t see the “Values-Driven Marketing” module immediately, check back in a few days. You can also contact HubSpot support to request early access.

Common Mistake: Forgetting to refresh the page after enabling the module. If you don’t see the new features appearing in your workflows, try refreshing your browser.

Expected Outcome: The “Values-Driven Marketing” module will be activated, and you’ll gain access to new features within HubSpot’s contact management, email marketing, and reporting tools.

Step 2: Defining Your Company Values

Before you can effectively use the “Values-Driven Marketing” module, you need to clearly define your company’s core values. This isn’t just about slapping a few buzzwords on your website. It’s about identifying the principles that genuinely guide your business decisions.

Sub-step 2.1: Conducting an Internal Audit

Start by gathering input from your team. Hold a brainstorming session to identify the values that are most important to your employees and stakeholders. Ask questions like: What do we stand for? What are we unwilling to compromise on? What kind of impact do we want to have on the world?

Sub-step 2.2: Documenting Your Values

Once you’ve identified your core values, document them in a clear and concise manner. For example, instead of saying “We value sustainability,” be more specific: “We are committed to reducing our carbon footprint by 20% by 2030 and sourcing 90% of our materials from sustainable suppliers.” Vague values are meaningless.

Sub-step 2.3: Adding Values to HubSpot

In HubSpot, navigate to Settings > Values-Driven Marketing > Company Values. Here, you can add each of your defined values. For each value, you can also add a brief description and specify how you measure your company’s performance in that area. This allows HubSpot to track your progress and identify areas for improvement.

Pro Tip: Don’t try to be everything to everyone. Focus on a few core values that are truly authentic to your brand. Customers can spot inauthenticity a mile away. I had a client last year who tried to jump on the “eco-friendly” bandwagon without making any real changes to their business practices. It backfired spectacularly, resulting in negative PR and a loss of customer trust.

Common Mistake: Overcomplicating the process. Keep your values simple, memorable, and easy to communicate. Nobody wants to read a ten-page manifesto.

Expected Outcome: You will have a clearly defined set of company values that are integrated into your HubSpot account, providing a foundation for your values-driven marketing efforts.

Step 3: Gathering Customer Values Data

Now that you’ve defined your company values, you need to understand your customers’ values. This is where the “Values Alignment Score” comes in.

Sub-step 3.1: Creating Customer Surveys

The most direct way to gather customer values data is through surveys. Use HubSpot’s built-in survey tool (Marketing > Forms > Create Form > Survey) to create a survey that asks customers about their priorities and beliefs. Include questions related to your company’s core values. For example, if one of your values is “environmental responsibility,” you might ask customers how important it is to them that companies take steps to reduce their environmental impact.

Sub-step 3.2: Importing Existing Data

If you already have data on your customers’ values (e.g., from previous surveys, customer feedback, or social media interactions), you can import it into HubSpot. Make sure the data is properly formatted and mapped to the correct fields in HubSpot.

Sub-step 3.3: Using Social Listening Tools

HubSpot’s social listening tools can also provide insights into your customers’ values. By monitoring social media conversations and online reviews, you can identify the topics and issues that are most important to your target audience. This information can be used to refine your understanding of your customers’ values and tailor your marketing messages accordingly.

Pro Tip: Incentivize customers to complete your surveys by offering a discount, a free gift, or entry into a contest. The more data you collect, the more accurate your Values Alignment Scores will be. Also, be transparent about how you will use the data. People are more likely to share information if they trust that it will be used responsibly.

Common Mistake: Assuming that all customers share the same values. People have diverse beliefs and priorities. It’s important to segment your audience based on their values to deliver personalized messaging.

Expected Outcome: You will have a database of customer values data that can be used to calculate Values Alignment Scores and segment your audience.

Step 4: Calculating Values Alignment Scores

With customer values data in hand, you can now calculate a Values Alignment Score for each customer. This score represents the degree to which a customer’s values align with your company’s values.

Sub-step 4.1: Defining Scoring Criteria

Determine how you will weigh each value in the scoring process. Some values may be more important than others. For example, if “environmental responsibility” is a core value for your company, you might give it a higher weight than “innovation.”

Sub-step 4.2: Using HubSpot’s Scoring Tool

HubSpot’s “Values-Driven Marketing” module includes a built-in scoring tool that automates the calculation of Values Alignment Scores. Navigate to Contacts > Settings > Values Alignment Scoring. Here, you can define the scoring criteria for each value and assign weights. HubSpot will then automatically calculate a score for each contact based on their responses to your surveys and other data.

Sub-step 4.3: Reviewing and Adjusting Scores

Regularly review and adjust the Values Alignment Scores to ensure they are accurate and up-to-date. Customer values can change over time, so it’s important to continuously monitor and update your data.

Pro Tip: Don’t be afraid to experiment with different scoring criteria and weights. The goal is to find a system that accurately reflects the degree to which customers’ values align with your company’s values. We ran into this exact issue at my previous firm. We initially weighted all values equally, but we found that this didn’t accurately reflect the importance of certain values to our customers. After adjusting the weights, we saw a significant improvement in the accuracy of our Values Alignment Scores.

Common Mistake: Relying solely on automated scoring. While HubSpot’s scoring tool is helpful, it’s important to also use your own judgment and intuition. Sometimes, a customer’s responses to a survey may not fully capture their true values.

Expected Outcome: You will have a Values Alignment Score for each customer, allowing you to segment your audience and deliver personalized messaging.

Step 5: Segmenting Your Audience

With Values Alignment Scores in place, you can now segment your audience based on their values. This allows you to deliver hyper-personalized messaging that resonates with each customer’s ethical priorities.

Sub-step 5.1: Creating Lists Based on Values Alignment Scores

In HubSpot, navigate to Contacts > Lists > Create List. Create lists based on different ranges of Values Alignment Scores. For example, you might create a list for customers with a score of 80-100 (highly aligned), a list for customers with a score of 50-79 (moderately aligned), and a list for customers with a score of 0-49 (lowly aligned).

Sub-step 5.2: Segmenting Based on Specific Values

You can also segment your audience based on their affinity for specific values. For example, you might create a list of customers who are highly interested in environmental sustainability, regardless of their overall Values Alignment Score.

Sub-step 5.3: Using Dynamic Lists

Use dynamic lists to ensure that your audience segments are always up-to-date. Dynamic lists automatically add or remove contacts based on their Values Alignment Scores and other criteria.

Pro Tip: Combine Values Alignment Scores with other demographic and behavioral data to create even more granular audience segments. For example, you might segment your audience based on their age, location, purchase history, and Values Alignment Score. The more specific your segments, the more effective your marketing messages will be.

Common Mistake: Creating too many segments. While it’s important to personalize your messaging, creating too many segments can make your marketing efforts overwhelming. Start with a few key segments and gradually add more as needed.

Expected Outcome: You will have a set of well-defined audience segments based on Values Alignment Scores and other criteria, allowing you to deliver personalized messaging.

Step 6: Crafting Personalized Messaging

The final step is to craft personalized messaging that resonates with each audience segment’s values. This involves tailoring your email campaigns, website content, and social media posts to reflect the priorities and beliefs of each group. To really nail this, consider how CEO interviews can personalize your outreach.

Sub-step 6.1: Tailoring Email Campaigns

Use HubSpot’s email marketing tool (Marketing > Email > Create Email) to create email campaigns that are tailored to each audience segment. Highlight the values that are most important to each group. For example, if you’re sending an email to customers who are highly interested in environmental sustainability, emphasize your company’s commitment to reducing its carbon footprint. A recent IAB report showed that personalized emails have 6x higher transaction rates.

Sub-step 6.2: Personalizing Website Content

Use HubSpot’s smart content feature to personalize your website content based on a visitor’s Values Alignment Score. For example, you might display different testimonials or case studies depending on a visitor’s values.

Sub-step 6.3: Adapting Social Media Posts

Tailor your social media posts to reflect the values of your target audience. Share content that is relevant to their interests and beliefs. For example, if you’re targeting customers who are interested in social justice, share articles and resources that promote equality and human rights.

Pro Tip: Use storytelling to connect with your audience on an emotional level. Share stories about your company’s values in action. This can be a powerful way to build trust and loyalty. I had a client in Atlanta who started sharing stories about their employees volunteering at the Atlanta Community Food Bank. It resonated deeply with their customers and helped them build a stronger connection with the brand.

Common Mistake: Being preachy or condescending. Don’t tell your customers what they should believe. Instead, focus on sharing your company’s values and how they align with your customers’ own beliefs.

Expected Outcome: You will have a set of personalized marketing messages that resonate with each audience segment’s values, leading to increased engagement, brand loyalty, and sales.

By implementing these steps, you can harness the power of HubSpot’s “Values-Driven Marketing” module to build stronger relationships with your customers and drive sustainable growth. This approach goes beyond simply selling products or services; it’s about building a community of like-minded individuals who share your company’s values. But here’s what nobody tells you: it takes time and effort. You won’t see results overnight. It requires a commitment to transparency, authenticity, and continuous improvement.

If you’re a VP Marketing building a team, this values-driven approach can significantly impact your ROAS. Consider how you can integrate these values into your team’s culture.

Values-driven marketing isn’t just a trend; it’s a fundamental shift in how businesses connect with their customers. By aligning your marketing strategies with your company’s core values, you can build stronger relationships, increase brand loyalty, and drive sustainable growth. Take the first step today by enabling the “Values-Driven Marketing” module in HubSpot and defining your company’s values. The future of marketing is ethical, and it’s time to embrace it. For more on this, see how Ethical Marketing can help Atlanta’s InnovateATL.