Why Inbound Marketers Need to Turn their Attention to Payments

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INBOUND 2016: Where Payments and Marketing Meet

Written by: Stephanie Farber

HubSpot’s annual INBOUND conference is a marketer’s playground. From the star studded list of speakers like Alec Baldwin and Serena Williams to food trucks, and happy hours about the town, this is a week most marketers look forward to all year. Not to mention the three days of really insightful sessions to help give your marketing the refresh it needs to move into the next season. From SEO to blogging to webinars and social, this conference has it all. But our glee as marketers isn’t the only reason we’re excited about INBOUND this year: we’re also excited as payment experts to demonstrate the relationship between a successful payment gateway and a kickass marketing strategy.

Why Inbound Marketers Need to Turn their Attention to Payments 

Marketers love numbers. ROI, KPIS, you name it, we’re probably tracking it. But tracking these When it comes to marketing data, there is no shortage of metrics to track. From site visits to banner clicks, email opens, and social shares, we certainly have our hands full with information to use. But how does this fit into the payments sphere? You’ll have to excuse our excitement here, but payment analytics and marketing data can be great friends. Through an integration with HubSpot, BlueSnap users can connect payment analytics with marketing campaigns to analyze strategies and drive better campaigns than every before. How does this work? Let’s think about an example.

Let’s say you have a marketing campaign set up in the US to attract holiday shoppers. You build a special landing page, develop a social campaign, and have three emails associated with different promotions. Marrying the insights from your marketing data with payment numbers will enable you to understand at what point of a shopper’s journey someone converted to a buyer. Zeroing in on the email campaign, more than just clicks, you can see when someone actually completed a purchase. Was it the first email? Was it the third email? Was it the coupon? And which messages were attached to each? 

Why we’re excited as mobile payments experts

When it comes to marketing, most of the mobile thinking is around responsive design and generally functionality of pages. But the payments component plays a much larger role in converting shoppers than marketers may realize. You wouldn’t want a shopper to have to scroll through countless pages to get to your promo or pertinent product info, so don’t let this happen on the payment page. It’s important to think about providing the best payment experience on mobile. Your INBOUND efforts brought a customer through the door, and your payment experience will help them cross the finish line.

When thinking mobile:

  • Consider mobile wallets. PayPal, Apple Pay, Visa Checkout and MasterPass are just the first few of the many alternative payments sweeping the world of mobile commerce. The same way you present different color product options based on shopper interests, provide different payment options to reach the highest number of preferences.
  • Accept in-app payments thanks to mobile SDKs. If you have an app, you should definitely be accepting payments in it. Redirecting a shopper to an external website can slow down or even inhibit the final checkout process.
  • Limit form fields. Nobody likes typing in personal information on a mobile device. Keep this to a bare minimum with a sleek checkout. A mobile app certainly isn’t for everyone, but whether you have a mobile app or webpage, it better be sleek!

Why we’re excited as global payment experts

From a global standpoint, marketers are always thinking about geo-segmentation and payments are no different. You want to make sure you are offering payments in local languages, with local currencies, and local payment options. We’ve written countless articles about the importance of localization, because we are truly loco for local checkout experiences.

So as you can tell, we’re excited for INBOUND, and we can’t wait to help you hit higher conversions.


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