Key Takeaways
- Set up your marketing campaigns in the strategic planning module by first creating a project, then defining clear objectives and KPIs.
- Use the “Competitor Insights” feature to identify your top three competitors and analyze their ad spend and messaging.
- Allocate your budget across different channels (search, social, display) based on your target audience’s preferences and the projected ROI of each channel.
Is your strategic planning process truly driving results for your marketing efforts, or are you just going through the motions? Too many businesses operate on assumptions, and that’s a recipe for wasted ad spend. I’m going to show you how to use the Strategic Planning module in the 2026 version of HubSpot to create a data-backed marketing strategy that actually delivers.
Step 1: Creating a New Strategic Planning Project
Think of this as the foundation. You can’t build a skyscraper on sand, right?
1.1: Accessing the Strategic Planning Module
From your HubSpot dashboard, navigate to Marketing > Planning & Strategy > Strategic Planning. It’s the icon that looks like a little flowchart. If you don’t see it, you might need to upgrade to the Professional or Enterprise plan. Trust me, the ROI is worth it.
1.2: Initiating a New Project
Click the “Create New Project” button in the upper right corner. A modal window will appear asking you to name your project. For example, you might name it “Q3 2026 Lead Generation Campaign”. Add a brief description outlining the project’s purpose. I always recommend being as specific as possible here. For example: “Increase qualified leads by 25% in the Southeastern U.S. through targeted search and social media campaigns.”
1.3: Defining Project Timeline and Budget
Set the start and end dates for your project. HubSpot automatically populates a calendar. Then, enter your total marketing budget for this project. This is crucial for later analysis. I had a client last year who didn’t properly track their budget, and they ended up overspending by 30%! Don’t be that client.
Pro Tip: Break down your budget into smaller, more manageable chunks. This will make it easier to track your spending and make adjustments as needed.
Common Mistake: Forgetting to factor in agency fees or software costs when setting your budget.
Expected Outcome: A clearly defined project with a specific timeline and budget.
Step 2: Defining Objectives and KPIs
What are you actually trying to achieve?
2.1: Adding Objectives
Click on the “Objectives” tab within your project. Then, click “Add Objective”. Enter a specific, measurable, achievable, relevant, and time-bound (SMART) objective. For example, instead of “Increase brand awareness,” try “Increase website traffic from organic search by 20% by September 30, 2026.”
2.2: Setting Key Performance Indicators (KPIs)
For each objective, you need to define KPIs. Click on the objective you just created, and then click “Add KPI”. Select a KPI from the dropdown menu (e.g., Website Traffic, Lead Conversion Rate, Cost Per Acquisition). Enter your target value and the timeframe for achieving it. For example, if your objective is to increase website traffic, your KPI might be “Website Sessions” with a target of 10,000 sessions per month.
2.3: Linking Objectives to Marketing Activities
This is where the magic happens. Once you’ve defined your objectives and KPIs, you can link them to specific marketing activities within HubSpot. For instance, you can link your “Website Traffic” KPI to your blog posts, social media campaigns, and email marketing efforts. To do this, click the “Link Activities” button next to your KPI and select the relevant campaigns or assets.
Pro Tip: Focus on leading indicators, not just lagging ones. For example, instead of just tracking revenue, also track lead quality and sales pipeline velocity.
Common Mistake: Setting too many KPIs. Focus on the 3-5 most important metrics that will drive your business forward. Maybe that means you should consider finding the right consultant to get you started.
Expected Outcome: Clearly defined objectives and KPIs that are aligned with your overall marketing goals.
Step 3: Competitor Analysis
Know thy enemy. Or, at least, know what they’re doing.
3.1: Accessing the Competitor Insights Tool
Within the Strategic Planning module, click on the “Competitor Insights” tab. This tool pulls data from HubSpot’s database and third-party sources to give you a comprehensive view of your competitors’ marketing activities.
3.2: Identifying Competitors
Enter the URLs of your top competitors. HubSpot will automatically populate their key metrics, such as website traffic, social media followers, and estimated ad spend. The tool will automatically suggest competitors based on industry and keywords, but I always recommend verifying these suggestions manually.
3.3: Analyzing Competitor Strategies
Review your competitors’ website content, social media posts, and advertising campaigns. Pay attention to their messaging, target audience, and the channels they’re using. HubSpot even shows you examples of their actual ads! Click the “View Ad Examples” button next to each competitor to see their latest campaigns.
Pro Tip: Don’t just copy your competitors. Use their strategies as inspiration, but always put your own unique spin on things.
Common Mistake: Ignoring smaller, niche competitors who may be targeting a specific segment of your audience.
Expected Outcome: A clear understanding of your competitors’ marketing strategies and their strengths and weaknesses.
Step 4: Channel Allocation and Budgeting
Where should you invest your precious dollars?
4.1: Selecting Marketing Channels
Within the Strategic Planning module, click on the “Channel Allocation” tab. Here, you can select the marketing channels you want to use for your project (e.g., Search Engine Optimization (SEO), Pay-Per-Click (PPC), Social Media, Email Marketing, Content Marketing).
4.2: Allocating Budget to Channels
Distribute your budget across the selected channels based on your target audience and the projected ROI of each channel. HubSpot provides data-driven recommendations based on your industry and competitors, but you can adjust these allocations as needed. For example, if you’re targeting a younger audience, you might allocate a larger portion of your budget to social media.
4.3: Setting Channel-Specific Goals
For each channel, set specific goals that align with your overall objectives. For example, if you’re using PPC, your goal might be to generate 100 qualified leads at a cost of $50 per lead. Use the “Goal Setting” feature within each channel’s settings to track your progress.
Pro Tip: Don’t be afraid to experiment with new channels, but always track your results carefully.
Common Mistake: Over-investing in channels that are not delivering results.
Expected Outcome: A well-defined channel allocation strategy with specific goals for each channel.
Step 5: Campaign Creation and Execution
Time to put your plan into action.
5.1: Creating Campaigns within HubSpot
Within the Strategic Planning module, click on the “Campaigns” tab. Then, click “Create New Campaign”. Select the campaign type (e.g., Lead Generation, Brand Awareness, Product Launch).
5.2: Linking Campaigns to Objectives and KPIs
Link each campaign to the relevant objectives and KPIs you defined earlier. This will allow you to track the performance of your campaigns and measure their impact on your overall goals. Use the “Objective Alignment” feature within each campaign’s settings to link it to the appropriate objectives.
5.3: Executing Campaigns and Monitoring Results
Launch your campaigns and monitor their performance closely using HubSpot’s reporting tools. Pay attention to key metrics such as website traffic, lead conversion rate, and cost per acquisition. The “Campaign Performance Dashboard” provides a real-time view of your campaign results.
Pro Tip: Use A/B testing to optimize your campaigns and improve your results.
Common Mistake: Setting campaigns and forgetting about them. Regularly monitor your campaigns and make adjustments as needed.
Expected Outcome: Well-executed campaigns that are aligned with your objectives and KPIs.
Step 6: Reporting and Analysis
Did it work? And how do you know?
6.1: Accessing HubSpot’s Reporting Tools
Within the Strategic Planning module, click on the “Reporting” tab. Here, you’ll find a variety of reports that you can use to track the performance of your marketing efforts.
6.2: Analyzing Campaign Performance
Review the “Campaign Performance Report” to see how your campaigns are performing against your KPIs. Pay attention to key metrics such as website traffic, lead conversion rate, and cost per acquisition.
6.3: Identifying Areas for Improvement
Based on your analysis, identify areas where you can improve your marketing efforts. For example, if your lead conversion rate is low, you might need to optimize your landing pages or improve your lead nurturing process.
Pro Tip: Use HubSpot’s attribution reporting to understand which marketing channels are driving the most revenue. According to Nielsen, attribution modeling helps marketers understand the true impact of each touchpoint in the customer journey.
Common Mistake: Focusing only on vanity metrics (e.g., social media followers) instead of metrics that drive business results (e.g., revenue).
Expected Outcome: A clear understanding of your marketing performance and areas for improvement.
Step 7: Iteration and Optimization
Marketing isn’t a set-it-and-forget-it kind of game.
7.1: Making Adjustments Based on Data
Based on your reporting and analysis, make adjustments to your marketing strategies and tactics. For example, if a particular channel is not performing well, you might need to reallocate your budget to a different channel.
7.2: Continuously Testing and Optimizing
Continuously test and optimize your marketing campaigns to improve your results. Use A/B testing to experiment with different ad copy, landing pages, and email subject lines.
7.3: Staying Up-to-Date with Industry Trends
Stay up-to-date with the latest marketing trends and best practices. Attend industry conferences, read marketing blogs, and follow thought leaders on social media. The IAB provides valuable insights into the digital advertising landscape. To stay ahead, consider how AI, data, and analyst insights can improve your marketing performance.
Pro Tip: Don’t be afraid to experiment with new marketing technologies and strategies.
Common Mistake: Getting stuck in your ways and failing to adapt to changing market conditions.
Expected Outcome: Continuously improving marketing performance and achieving your business goals.
Step 8: Collaboration and Communication
Marketing is a team sport.
8.1: Sharing Your Strategic Plan with Your Team
Share your strategic plan with your marketing team and other stakeholders. Make sure everyone understands the goals, objectives, and KPIs. Use HubSpot’s collaboration features to share your project and assign tasks to team members.
8.2: Communicating Progress and Results
Regularly communicate progress and results to your team and stakeholders. Use HubSpot’s reporting tools to create dashboards and reports that visualize your marketing performance.
8.3: Soliciting Feedback and Ideas
Solicit feedback and ideas from your team and stakeholders. Encourage open communication and collaboration.
Pro Tip: Create a culture of continuous improvement where everyone is encouraged to share their ideas and feedback.
Common Mistake: Working in silos and failing to communicate effectively with your team.
Expected Outcome: A well-coordinated and collaborative marketing team that is aligned on the strategic plan.
Step 9: Documentation and Knowledge Sharing
Don’t let valuable insights disappear.
9.1: Documenting Your Marketing Processes
Document your marketing processes and procedures. This will make it easier to onboard new team members and ensure consistency in your marketing efforts. Use HubSpot’s knowledge base feature to create a central repository for your marketing documentation.
9.2: Sharing Your Knowledge with Others
Share your marketing knowledge with others in your organization. Conduct training sessions, write blog posts, and create internal documentation.
9.3: Creating a Marketing Playbook
Create a marketing playbook that outlines your overall marketing strategy, tactics, and best practices. This playbook can be used as a reference guide for your marketing team.
Pro Tip: Use HubSpot’s templates and automation features to streamline your marketing processes.
Common Mistake: Failing to document your marketing processes and knowledge, leading to inefficiencies and inconsistencies.
Expected Outcome: A well-documented and knowledge-sharing marketing organization.
Step 10: Legal Considerations
Yes, even marketing has rules.
10.1: Ensuring Compliance with Marketing Regulations
Ensure that your marketing activities comply with all applicable laws and regulations, such as the CAN-SPAM Act and the GDPR. Consult with legal counsel to ensure compliance.
10.2: Protecting Customer Data
Protect customer data and privacy. Implement appropriate security measures to prevent data breaches and comply with data privacy regulations.
10.3: Avoiding Misleading or Deceptive Advertising
Avoid misleading or deceptive advertising practices. Ensure that your marketing claims are accurate and truthful. The Federal Trade Commission (FTC) provides guidelines on advertising and marketing.
Pro Tip: Stay informed about changes in marketing regulations and best practices.
Common Mistake: Ignoring legal and ethical considerations in your marketing activities.
Expected Outcome: Ethical and legally compliant marketing practices. Don’t let marketing myths crush your business dreams; focus on compliance.
What if I don’t have the HubSpot Strategic Planning module?
The Strategic Planning module is available in HubSpot’s Professional and Enterprise plans. If you’re on a lower plan, you’ll need to upgrade to access this feature. Alternatively, you can use other project management tools in conjunction with HubSpot’s core marketing features.
How often should I review and update my strategic plan?
I recommend reviewing and updating your strategic plan at least quarterly. Market conditions and business priorities can change quickly, so it’s important to stay agile and adapt your plan accordingly.
What if my campaigns aren’t performing as expected?
Don’t panic! Analyze your campaign data to identify the root cause of the problem. Are your targeting settings correct? Is your ad copy compelling? Are your landing pages optimized for conversions? Make adjustments as needed and continue to monitor your results.
How can I measure the ROI of my marketing efforts?
HubSpot’s reporting tools provide a variety of metrics that you can use to measure the ROI of your marketing efforts. Focus on metrics that are directly tied to your business goals, such as revenue, lead generation, and customer acquisition cost.
Is strategic planning only for large companies?
Absolutely not! Strategic planning is essential for businesses of all sizes. Even small businesses can benefit from having a clear marketing plan and a process for tracking their results. In fact, it’s often more crucial for smaller companies to make the most of limited resources.
So, skip the guesswork. Using HubSpot’s Strategic Planning module, you can go from hoping your marketing works to knowing it does. Start building your data-driven strategy today, and watch those leads roll in.
