Optimizing Brand Management: The Strategic Advantage of HubSpot Business Unit

Managing multiple brands can be a complicated endeavor, but with HubSpot Business Unit, it doesn’t have to be. Each HubSpot business unit acts as a robust tool within your HubSpot portal to streamline brand management while preserving the individuality of each brand. Throughout this article, you’ll discover how to harness this feature for better separation, strategic marketing, and analytics, giving your organization the edge it needs.

Key Takeaways

• HubSpot Business Units enhance brand management efficiency by allowing centralized asset management and marketing campaigns for multiple brands within a single portal, enabling clear organizational structure and brand autonomy.
• Strategic deployment of HubSpot Business Units includes setting up tailored brand kits, managing multiple domains, and using advanced features to facilitate targeted marketing efforts as well as comprehensive reporting and analytics for each brand.
• Adopting HubSpot Business Units in a digital marketing strategy supports global reach and tailored audience marketing and consolidates operations for multiple brands, ensuring efficiency in resource management, data segregation, and unified reporting.

Understanding HubSpot Business Units

HubSpot business units are designed to support organizations with a shared HubSpot portal, enabling them to:

• Manage different brand assets, contacts, and data from a single location
• Streamline and organize brand management
• Eliminate the need to rely on multiple platforms by utilizing a marketing hub enterprise solution
• Enable more efficient campaign management

The integration of business units into operations allows companies to achieve these benefits.

But it doesn’t stop there. Business units serve as a mechanism for improving organizational structure. They provide a framework that adapts to each brand’s unique requirements. This boosts efficiency by allowing teams to focus on the specific needs of their assigned brand.

Essentially, HubSpot business units allow companies to:

• effectively manage multiple brands under one umbrella
• offer a structured framework for organization
• enable teams to manage and measure each brand’s performance as an independent entity.

Deploying HubSpot Business Units for Brand Efficiency

The deployment of HubSpot Business Units strategically enhances brand efficiency. By integrating marketing teams, setting up and customizing brand kits, and managing multiple domains, seamless brand management becomes achievable. Let’s delve into the specifics of setting up your first business unit, customizing brand kits for each unit, and managing multiple domains.

Setting Up Your First Business Unit

To establish your first business unit in HubSpot, follow these steps:

1. Access the settings menu in your HubSpot account.
2. Locate the Business Units section.
3. For each purchase of the Business Units add-on, you can create an additional business unit, with the potential to add up to 100 units in total.
4. When setting up a new business unit, name it appropriately.
5. Finalize its creation by clicking ‘Create’.

However, establishing a new business unit goes beyond just naming it. It’s also about creating a unique identity for it. Each business unit should maintain its unique identity by utilizing distinctive logos, colors, and branding elements. This doesn’t just help in daily tasks, it also ensures overall brand clarity.

Customizing Brand Kits for Each Unit

Maintaining consistency is vital when managing multiple brands. This is where brand kits come into play. Organized by business unit, brand kits simplify the process of maintaining a consistent brand identity across all campaign assets by centralizing design assets such as logos and colors. From the Business Units settings in HubSpot, you can manage and create custom brand kits, starting with entering a brand name in the Branding tab of the Account Defaults settings page.

A brand kit can be tailored to reflect each specific business unit’s identity by including a customized logo, favicon, and brand colors. This not only enhances the creation of distinct and on-brand content but also supports differentiated contact engagement strategies by offering customized resubscription emails and email subscription types for each business unit.

Managing Multiple Domains

Another essential aspect of deploying business units for brand efficiency is the management of multiple domains in HubSpot. Here are some key points to keep in mind:

• Only one primary domain is allowed per HubSpot account.
• Additional business units can be associated with secondary domains.
• Initially, brand domains are linked to the default business unit.
• Domains can be reassigned to other business units post-creation.

HubSpot users can review the subdomains linked to each business unit by accessing the Business Units menu and selecting the Website tab. Overall, domains in HubSpot allow the management of multiple online brand presences under one account, streamlining control while offering unique content and user experiences for each brand.

Advanced Features of HubSpot Business Units

HubSpot Business Units offer several advanced features, including:

• Facilitating brand management and organization
• Enhancing targeted marketing efforts
• Facilitating asset categorization
• Enabling the customization of click-tracking domains
• Providing comprehensive reporting and analytics

These features can greatly benefit your marketing efforts.

Let’s examine these features in depth.

Analyze Business Units with Custom Dashboards

Custom business unit reports on dashboards are indispensable for tracking brand performance and maintaining team alignment. Custom dashboards and reports on business units in HubSpot can be created, and existing ones can be associated with a specific business unit to report on its performance. To effectively manage business unit dashboards, it is essential to monitor and update them regularly.

The platform offers clearer organization of marketing assets and campaigns by allowing users to categorize and filter them by business unit. Additionally, unique tracking codes, known as UTM parameters, help identify the performance of digital marketing activities and the source of web traffic. This provides valuable insights into the success of each business unit’s campaigns, keeping you in control of your marketing efforts.

Edit Business Units for Growth

As your brands develop and expand, your business units should evolve accordingly. Editing business units for growth involves renaming or deleting existing units, tasks which can only be performed by Super Admins in the business unit settings. Before establishing a new business unit, ensure that the brand domain is appropriately connected for proper association with the new unit.

To manage the renaming or deletion of existing business units, follow these steps:

1. Access the business units settings page.
2. Edit the business unit’s name or proceed with deletion through the business unit dropdown menu in the Current view dropdown and the Actions dropdown in the business unit settings.
3. Regularly review and edit your business units to ensure they remain aligned with your evolving brand objectives.

Navigating the Business Unit Interface

The process of navigating the Business Unit Interface in HubSpot is straightforward. By accessing settings, selecting specific units, and managing assets and campaigns for each brand, you can efficiently oversee your brand’s digital presence.

Let’s further explore the sharing of marketing assets across units and the management of campaigns across different brands.

Sharing Marketing Assets Across Units

The practice of sharing marketing assets across units promotes brand consistency and aids in creating on-brand content for each business unit. The brand colors defined in a business unit’s brand kit are automatically made available in the color picker favorites when creating pages, emails, scheduling pages, and forms associated with that business unit, making brand consistency a breeze.

In HubSpot, assets including campaigns, emails, and forms must be initially assigned to a specific business unit during their creation process, and cannot be transferred to another business unit afterwards. Additionally, creating a business unit introduces the Business units contact property, which provides the ability to filter contacts based on their associated business unit. This greatly facilitates targeted communication strategies.

Campaign Management Across Different Brands

HubSpot Business Units simplifies the management of campaigns across different brands. Campaigns can be linked to a selected business unit when creating them in HubSpot, ensuring that the association is clear. Workflows can be assigned to specific business units, contributing to the streamlined management of campaigns by differentiating them by brand.

The platform supports the creation of tailored marketing assets and campaigns, which facilitates accurate targeting and segmentation for various audiences of different brands. However, when creating campaigns, emails, and forms in HubSpot, they can only be associated with business units at the point of creation, making advance planning critical for managing sell and upsell campaigns without brand confusion.

Harnessing the Power of Business Units for Global Reach

Business units can empower brands aspiring for global reach to achieve their goal. With the right approach involving:

• Market research
• Compliance with trade laws
• Supply chain management
• Strategic partnerships
• Skilled teams
• Delivering high-quality products

Different business units can be harnessed for global success with the help of a business unit overview template, which can be particularly beneficial for managing one business unit.

Let’s look at how this can be accomplished.

Tailored Marketing for Distinct Audiences

The customization of marketing for distinct audiences is a crucial aspect of managing a global brand. The SoLoMo (Social, Local, Mobile) approach is essential in forming integrated digital marketing strategies, ensuring that the brand remains available and accessible to consumers across different touchpoints. This approach ensures your brand is always where your audience is, whether they’re browsing social media, checking local listings, or using their mobile devices.

Unified Operations Under One Roof

Consolidating operations under one roof facilitates efficient management of resources, authorizations, and workflows across multiple brands. Resources, authorizations, and workflows are allocated by HubSpot business units according to the exact needs of each individual brand. This way, each brand gets exactly what it needs to thrive.

Furthermore, having multiple accounts in the form of separate HubSpot accounts for different brands ensures complete data segregation and independent billing, which caters to businesses requiring strict privacy or financial separation. This gives each brand the independence it needs to grow while still maintaining a unified operation.

Integrating Business Units into Your Digital Marketing Strategy

The incorporation of business units into your digital marketing strategy is a vital step in achieving brand success. This involves content marketing, tracking success with unique tracking codes, and creating custom reports for in-depth analysis.

Let’s delve into these aspects in detail.

Tracking Success with Unique Tracking Codes

Unique tracking codes, especially UTM parameters, can be utilized to gauge the success of your marketing efforts. Each HubSpot business unit can be associated with its own unique tracking code, which aids in managing different cookie policy banners across various pages while ensuring reporting remains unified.

These unique tracking codes, or UTM parameters, can be used to generate detailed reports to analyze digital campaign performance. This enables marketers to measure and understand the impact of specific content, campaigns, and marketing tactics, giving you the insights you need to refine your strategy and achieve better results.

Creating Custom Reports for In-Depth Analysis

The generation of custom reports for detailed analysis yields granular insights into brand performance, vital for strategic decision-making and brand management optimization. The custom report builder in HubSpot can be strategically utilized to gain in-depth insights into brand performance.

Within the custom report builder, the Business Units property is key for creating tailored reports on specific brand performance. Custom reports can be generated by leveraging the Business Units property, allowing for a granular look at the performance metrics of each business unit. These detailed analyses are essential for strategic decision-making, helping you optimize your brand management.