How to Run a Multi-Channel Marketing Campaign in HubSpot

You’ve put time into your multi-channel marketing campaign, and people are clicking, but the leads aren’t coming in like you’d hoped. With emails, ads, social posts, and website pages to keep up with, it’s easy to focus on getting everything out the door and overlook how those pieces work together to keep people interested.

HubSpot helps you bring it all together so you can follow up based on what people do and see where you’re losing their interest. In this blog, we’ll show you how to connect your channels, nurture leads, and use reporting to make your next campaign stronger.

Table of Contents

• What Are Multi-Channel Campaigns?
• Start With One Campaign Brief
• Create the Campaign and Connect Your Assets
• Standardize Tracking Links and CRM Data
• Review the Whole Campaign
• Put Your Next Campaign Together in HubSpot
• Multi-Channel Marketing FAQ

What Are Multi-Channel Campaigns?

Multi-channel campaigns use two or more marketing channels to promote the same offer. That could mean using email, paid ads, social media, and your website to get people to register for a webinar, download a guide, or request a demo.

Each channel gives you another opportunity to reach people and build on their interest. When you plan them together, you can keep the message consistent and make sure each interaction helps people take the next step.

Coordinating that takes some planning. HubSpot brings your campaign content, contact data, and reporting together so you can manage all those details in one place.

Here’s how to get started.

1. Start With One Campaign Brief

Before anyone writes ad copy or builds a landing page, put the campaign plan in a shared brief. This gives everyone the same starting point and helps keep the message consistent as different people create each piece.

Agree on the Campaign Basics

Start by answering a few questions together.

• Who are you trying to reach? Define the audience and the problem your offer helps them address.
• What are you offering? Explain what people will get and why it’s worth their time.
• What should they do next? Choose a main call to action and the page it will send them to.
• What details need to stay consistent? Include the approved message, dates, destination URL, and any other information everyone needs.

Decide How Each Channel Will Support the Campaign

Once the basics are clear, map out how you’ll introduce the offer, encourage people to respond, and follow up afterward. Add that plan to the brief so each person knows what they’re creating and how it fits into the campaign.

For the member benefits eBook, that could look like this.

• Paid media. Target an eligible member audience with ads that encourage them to download the eBook and explore benefits they may be missing.
• Organic social. Highlight a useful member benefit and point members to the eBook for more ways to get involved.
• Email. Invite current members to download the eBook. After they do, send relevant follow-ups that encourage them to register for an event, explore a resource, or connect with other members. Include renewal reminders as their expiration date approaches.
• Web. Create a landing page that explains what members will find in the eBook and includes a form to access it. Add a pop-up on relevant website pages to promote the eBook and direct members to the landing page.

Before production starts, assign an owner and deadline to each piece. Keep the brief updated as details change so everyone can make the necessary updates to their content.

2. Create the Campaign and Connect Your Assets

With your brief in place, bring the campaign into HubSpot. Go to Marketing > Campaigns, select Create campaign, and add a clear name, owner, start and end dates, audience, and goal. The Campaigns tool is available with Marketing Hub Professional and Enterprise.

Add Content That Supports the Campaign

Open your campaign and select Actions > Add assets. Choose the relevant content, then click Save. For the eBook campaign, include the landing page, form, promotional and follow-up emails, social posts, workflows, and the CTA used for your website pop-up. This gives your team one place to find the pieces supporting the campaign.

For paid media, connect your ad account and check that Auto tracking is switched on under Settings > Marketing > Ads. HubSpot uses this tracking to connect supported ad clicks with contact conversions. Direct association of ad campaigns and ad groups with a HubSpot campaign is currently listed as a beta feature, so availability may vary by account.

Make the Connections Before Launch

Add your assets before the first email goes out or ad goes live. HubSpot’s campaign overview includes asset activity from the time you associate it with the campaign. Earlier activity can still appear in individual asset reports, but it won’t be included in those overview metrics. Connecting everything upfront gives you a more complete view when it’s time to review results.

3. Standardize Tracking Links and CRM Data

Once your campaign assets are connected, make sure you can track their performance. You need to know which channels bring people to your landing page and have reliable details to guide what happens afterward.

Keep Tracking Links Consistent

UTMs are labels added to a URL that help identify where a visit came from. They let you promote the same landing page in several places and distinguish the traffic in your reports.

For links you create manually, use HubSpot’s tracking URL builder under Settings > Tracking & Analytics > Tracking URLs. Select your campaign and the appropriate traffic source, then use consistent labels for any additional details you want to compare.

HubSpot adds tracking information to links in marketing emails, including the campaign value when the email is associated with a campaign. Check the tracking already applied before adding your own tags.

4. Review the Whole Campaign

Open your campaign’s Performance tab to review traffic and engagement across its assets. Use the same date range when comparing results so you’re looking at a consistent period.

Look Beyond Individual Channel Results

Email clicks and ad traffic help you understand what caught people’s attention. Looking at what happened afterward helps you decide what to improve.

HubSpot’s influenced contacts metric includes people who interacted with campaign assets, along with other qualifying activities. Someone can count as influenced without requesting the eBook, so keep that number separate from your eBook requests and renewals.

Find Where People Stop Taking Action

Use the results to narrow down what needs attention.

• People visit the landing page but don’t request the eBook. Check that the page explains its value clearly and that the form is easy to complete.
• Paid ads bring visitors who rarely submit the form. Review the audience and whether the landing page delivers what the ad promises.
• Members request the downloadable guide but don’t respond to follow-up. Check whether the recommended events and resources match their interests and have a clear next step.
• Members click a renewal reminder but don’t renew. Walk through the renewal process to look for confusing instructions or payment issues.

This is where multi-channel campaign management helps you spend your effort more effectively.

Read More: How to Reshape Your Sales and Marketing Alignment Around Real Revenue Impact.

Put Your Next Campaign Together in HubSpot

You put too much work into a campaign to finish it without knowing what worked. With your assets, tracking, and data connected in HubSpot, you can see which efforts reached the right people and where interest dropped off. Those results give you a starting point for refining your message, adjusting your targeting, and making the next campaign better.

Have questions about running your next campaign in HubSpot? Reach out to our team. We’ll help you connect the pieces and set up reporting that shows how your campaign is moving you toward your goals.

Multi-Channel Marketing FAQ

Q: What Is the Purpose of a Multi-Channel Marketing Campaign?

A: A multi-channel marketing campaign uses several channels to reach people and encourage a shared action, such as downloading an eBook or registering for an event. It gives your audience more opportunities to discover the offer and learn why it’s relevant to them.

Q: How Does HubSpot Help With Multi-Channel Campaign Management?

A: HubSpot lets you group related assets, such as emails, social posts, landing pages, and forms, under one campaign. You can review their individual performance alongside campaign results to understand which pieces helped people respond and where improvements may be needed.

Q: Do Multi-Channel Marketing Strategies Need to Use Every Channel?

A: Choose channels based on where your audience spends time, what you’re promoting, and the resources available to your team. Email, social, and a landing page may be enough for one campaign. Another may benefit from paid media to reach additional people.

Q: How Do You Measure a Multi-Channel Campaign’s Success?

A: Compare the results with the goal you set before launch. For example, for an eBook campaign, start with unique requests, then review traffic sources, email clicks, and landing page conversions to understand how you reached that result. Use consistent reporting dates and definitions when comparing performance.

Q: What Should You Review Before Running a Campaign Again?

A: Look for the steps where interest didn’t lead to action. If several channels brought visitors to the landing page but few completed the form, review the page and form. If one channel brought few relevant visitors, reassess its audience and message. Use those findings to prioritize changes for the next campaign.