If you are going to invest in a Marketing Automation platform such as HubSpot, it really does make sense to get best use from it. In this article Mckenzie Ingram neatly sums up some of the obvious ways that your MA platform can assist in the broader Marketing output.

Demand generation is most often the only area that the platform is used for, (that's how it's sold). But while a positive for Brand awareness is an obvious by-product of all that compelling content being pumped out, it also makes sense to get Brand specific messaging out there, utilising the reach the software offers.

Also do consider using the platform to finesse customer relations, not just for the up-sell but to remind them why they are using you, keeping alert to contract renewal dates.

All of this requires a joined up marketing department, or a good agency. My advice to my clients, 'you pay for it, let's make it work for you.'