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BEST
PRACTICES
Improving your website should be a it takes them away from what they were hired to do -- STRATEGIES
&
journey, not a destination marketing.

Marketers should be able to quickly stand up a version We already have to make difficult decisions every day
of a new site that looks and performs better than what about the best ways to engage with customers and
they have today. And they should be able to do this prospects, often in real time. We’re able to adapt to
without begging for resources from other teams. Major customers on almost every channel. A social post is
website redesigns that take businesses from one underperforming? Do it differently tomorrow. An email
version of a stagnant site to another aren’t just send has lower-than-average open rates? Change your
expensive, they carry an invisible opportunity cost as strategy next week. But for many of us, this flexibility
well -- the risk of pouring thousands of hours into a new doesn’t exist when it comes to our websites, our single
property that could become outdated in just a few biggest interface with our customers.
months.
Imagine if restaurants took two weeks to upload
Ideally, websites should be continuously improved. delivery details to their websites after lockdown
Your customers are constantly evolving, so your announcements. Imagine the losses incurred because
website should too. Businesses should be able to of slow reaction. Now, imagine if losses of such scale
continually use the insights they gain from how buyers occurred every time you needed to communicate with
react to these changes to iterate, experiment, and customers quickly.
improve. By combining web data with information from
other sources, such as your customer relationship Friction is the enemy of growth. But in an economic
management (CRM) tools, businesses can gain a more downturn, its effects are even more pronounced.
complete picture of their customers and improve Without the right tools to manage a website quickly and
communication efforts. effectively, we’re only making it tougher. Marketers
need to be able to take control of the customer
Save time with tools that make the job experience without feeling like they’re doing battle
easier every day, and adapt their assets to customers’
expectations, not the other way around. ◊
Many CMSes today present us with an impossible
either-or choice. Systems that are usable by marketers
often lack the technological advancement required by
growth businesses. The ones that do possess this
functionality usually require custom development work
the typical marketer isn’t equipped to deliver. And not By David Fallarme,
everyone has an in-house IT or development team. In Head of Marketing, Asia – HubSpot
both cases, marketers’ jobs are made harder because

31 July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience