5 Reasons You Need to Actively Market the Change You Want to Create

Recently it occurred to me that when companies do Journey Mapping or Process Redesign exercises what they are really doing is trying to understand where they are today, where they need to get to and what changes they need to make to get there. The trouble is that it’s not enough to logically uncover the changes that need to be made, you need to get people to actively buy-in to those changes and the actions to bring them about or everyday life routines will quickly get in the way. To get that buy-in, organizations should use Change Marketingto actively use the full marketing toolset internally the way they do externally. Here are 5 reasons you need to actively market the change you want to create:

1. Most transformation initiatives fail due to lack of communication
If you look at reasons given for transformation initiatives failing, from vision not being understood to people not buying in, you can trace that back to communication. At its heart, marketing is all about communication and persuasion.

2. Communication planning helps you tailor your communication to the audience.
Whether you are using content marketing, inbound marketing, conversion optimization or other marketing techniques on your internal audience, they invite personalization and thinking about how to structure your communication to gain buy-in. Connecting the message visually to the action items that need to be delivered in order to realize that vision provides a foundation for confirming understanding.

3. Most people are visual. Taking time to construct your visual language helps unlock that understanding.
Taking the time to document what you are marketing and how you want to market it to the organization in order to gain what buy-in helps set the stage for building a visual language that you can use to get there. “A picture is worth a thousand words” precisely because 60-65% of the population are visual thinkers.

4. Persuasion is more powerful than force – and more effective.
Unfortunately the corporate hierarchy often leads to persuasion by diktat – which isn’t very effective against the power of the everyday inertia of an organization. Contrast that with the power of empowerment – people understanding their role, seeking out the resources and skills they need and acting in an accountable way because they have bought-in to the change necessary, and can easily connect their role to how it contributes to the achievement of the vision. Change is still hard, but it’s a lot easier when everyone is pulling in the same direction.

5. People exist to help each other – getting them to buy-in creates a force multiplier.
One thing that makes marketing go viral is the inherit social nature of humans and our desire to help each other through sharing information we value. Organizing your change marketing in terms of templates, components and instructions helps to those you have gained buy-in from to be change agents themselves and spreading your marketing message throughout the organization.

Using visualizations and adapting a marketing mindset will greatly increase your chance of successfully planning and implementing change. Transformation is focused on providing the best solution to supporting you in this. If you are looking to implement Change Marketing at your organization, let’s talk!

How to integrate Hubspot with your Customer Journey Maps

Customer journey maps are increasing in importance as a way to envision, execute and monitor great experiences for prospects and customers along the journey of different interactions they have with your company. One key problem with the classic maps made up of sticky notes, drawings and flow charts is that they are static after they are created. For them to really help you in being agile you need to connect them to real life. Transformation.ai’s customer journey mapping software is built with that in mind, which is why every touchpoint on every map can be connected to Feedback Loops that integrate with real life. In the following post we cover how to use the Hubspot marketing automation integration to do just that.

If you like to watch versus read, above is a video that walks you through the steps in setting up a Hubspot integration, one of the many available integrations, on Transformation.ai.

The first step is to connect your account, which is really easy thanks to Hubspot’s API. You’ll find the Hubspot integration tab in the bottom left. Just enter your HubID and hit Generate Token and make sure you login to the portal that you want to connect to Transformation.ai. You can find your HubID in the top right of your dashboard.

Once you connect you will see the content tabs next to your credentials tab. Click on Web Pages to see a list of pages that you built using Hubspot COS and/or are tracking using the Hubspot tracking code. If you want to create a touchpoint from one of those page, just hover over the page you want and on the right of the bar click on ‘Generate Touchpoint’. It’s that easy.

Next you can edit those touchpoints you’ve generated under the Touchpoint Inventory, editing title, description, stage, connections, and icon.

From there you can go check your Map Library and connect existing touchpoints to Hubspot to build feedback loops at those touchpoints. You could also create new maps using the map library. In the screenshot below we have an existing map that we are clicking on a touchpoint to access.

 

 

Once inside we can associate the touchpoint with data in Hubspot by selecting the Hubspot tab and associating content and KPI’s with the touchpoint as you can see in the screenshot below.

 

 

After you’ve done that, you’ll immediately begin to see the data show up under Feedback Loops. If you’ve set a target for the KPI’s you’ll see those in brackets. At any time you can change what KPI’s show up by selecting or unselecting them under the Hubspot tab. Once you have it properly set-up your Hubspot Feedback Loop should look like the below screenshot or similar.

 

 

Once you can see your Feedback Loops in context the fun is only beginning – now it’s time to make changes in real life to continually improve. As you make those changes, you record them under Version History so that you can see how changes you made have resulted in changes in the Feedback Loops until you are satisfied with how that Touchpoint is performing. And that tribal knowledge on how you achieved your goals at this Touchpoint is then available for posterity – anyone on your team can just go back and see how what changes created what results and use those in other situations in your business across the customer journey. Below is an example of a Version History, with accompanying contextual conversation related to the Touchpoint over time.

 

 

Between this post and the accompanying video you should be on your way in terms of getting set-up with the Hubspot integration for Transformation.ai and creating great customer experiences in an agile way. If you don’t have a Transformation.ai account yet, sign-up for a 30-day trial and we’ll be happy to get you set-up today.

 

 

BONUS

 

 

You can mix in other integrations within Transformation.ai to plan and create a holistic customer journey experience. For example, I created a survey through our SurveyMonkey integration that automatically connects it to this touchpoint when I create the survey from within Transformation.ai. Then I can embed that survey in a Hubspot email and will see both Hubspot and SurveyMonkey data directly within this touchpoint and map. Above is a screenshot of a survey created within one of the Touchpoints we used in this post.