Omnichannel Ecommerce Marketing with Shopify and HubSpot

Harness the power of ecommerce optimisation and CRM to supercharge omnichannel marketing

This year over 1m Shopify merchants will enjoy direct access to TikTok’s huge audience of 850m monthly users. Never before have ecommerce platforms had such a wide reach over so many marketing channels and diverse audiences. Obviously great news for retail businesses large and small.

However many businesses running both B2C and B2B simultaneously are finding their data siloed, and the dream of a unified customer experience is still out of reach. The primary reason for this is that ecommerce platforms are optimised for the online shopping experience. Most have powerful marketing tools to help with paid advertising, organic listing and social commerce.

But when it comes to lead generation and nurturing relating to a business's services, the concept of a sales pipeline doesn’t really fit. At this point most businesses turn to a sales/CRM solution. If your clients sit on both sides of the fence, omnichannel marketing can be a challenge. 

Thankfully there are ways to integrate ecommerce and sales pipeline software to bring all your customers together under one dataset. In this post, we're going to look at how Shopify and HubSpot can be synced to track online shopping and other on/off-line user behaviour, to create a true picture of your audience over countless channels.

Let’s start with the latest addition to the Shopify marketing suite. According to TechCrunch:

The new TikTok Integration will allow merchants to create native content and post directly from their Shopify dashboard, effectively turning products into In-Feed video ads. With TikTok’s younger audience this is likely to prove popular with those targeting teenagers and people in their mid 20s - the emerging consumer generation, Gen Z.

Much like the Facebook Pixel, TikTok’s own tracking code will allow merchants to to attribute page views, sign-ups and purchases to their TikTok ads.

Furthermore Shopify comes equipped with built in SEO tools and blogging to capture organic traffic. Although fairly basic, there are dozens of apps available like Booster App’s SEO Optimizer to help you drill down into things like broken links and page speed. 

Shopify also has a useful campaign feature. This allows merchants to target new and existing audiences through multiple channels including Marketing Emails, Google Shopping, Facebook & Instagram, all from within their Shopify dashboard. Kit, Shopify’s automation tool, powers social ads and can even write content and deliver transactional emails, such as ‘thank you for purchasing’ and product recommendations. 

And finally there is the Shopify App Store, with 1000s of independently created and supported marketing apps offering everything from Video Promo creation or contests to affiliate marketing. 

With all these marketing tools at hand you might think Shopify has it covered. But for those in the services industries, we haven’t even started! B2B customers tend to behave in a very different way, they may be more patient, but they most certainly don’t want to compromise on quality and winning their confidence takes an entirely different approach.

Aligning your ecommerce and CRM for Omnichannel Marketing


To illustrate the point, let’s consider a business that deals with both B2C and B2B. To honour a cliché, we’re going to go with a coffee brand that sells online and also supplies large orders to businesses and their staff. The coffee brand needs to optimise online sales and nurture large accounts simultaneously. How do they do this?

The answer is a combination of inbound marketing & lead nurturing software, plus an ecommerce platform fully equipped with marketing tools.

As this brand is a Bozboz client, they are using two of our platform services, HubSpot and Shopify. Firstly, the coffee brand’s Shopify store is set up with all the B2C ecommerce tools mentioned above, including Social Commerce and SEO optimisation to draw in the consumer crowds, plus Email Automation, personalised content and retargeting to keep them engaged. 

To attract, engage and delight the B2B users, our coffee brand has synced Shopify with HubSpot and taken the initiative to create a content hub. 

Knowing that corporate clients take longer to nurture, B2B leads are guided through a funnel of targeted content that’s both informative and valuable to the user. HubSpot is automatically scoring each lead and enrolling them in automated marketing campaigns. When a B2B lead reaches out with interest and a deal is created in HubSpot's pipeline, a workflow is triggered that guides both client and coffee brand through the sales process, moving through the pipeline as the deal draws closer. Through helpful content, a few gentle reminders and some timely calls, our B2B lead becomes a client. 

To help us understand some of this process in more detail, here’s a quick review of some of the HubSpot tools in play.

HubSpot Sales & Marketing Tools


HubSpot is positioned as ‘Marketing, Sales, and Service software that helps your business grow without compromise’. The 3 disciplines are split into ‘Hubs’, so you can choose those which best support your business needs. HubSpot offers a free CRM version to get you off the ground then you subscribe to individual Hubs to give you more tools and features. 

Much of the automation described in our coffee brand example relies on CRM plus Marketing and Sales Hubs. The Service hub is a great solution to after-sales care and helps tremendously with client retention. 

HubSpot offers landing pages and blog posts to complement your ecommerce websites, with SEO tools built in and a sophisticated ‘campaign’ system that allows you to easily embed your calls-to-action, offers and forms. Campaigns attribute conversions across all channels including onsite and off-site, such as social media. 

When an anonymous user submits their details, perhaps to download some valuable content, HubSpot Sales Hub is able to attribute all their previous activity, such as page views, visits, the content subject matter they consumed and more. This builds up an activity timeline that contains all records of contact, which is ideal for understanding the B2B customer mindset. As more regular contact continues, HubSpot’s workflows and marketing automation go about their business, regularly emailing potential clients with offers or event invites, enrolling them in sales workflows customised for corporate clients. 

All of this is happening in tandem with Shopify’s own B2B automated marketing campaigns. Together, HubSpot and Shopify are sharing contacts and covering dozens of scenarios, from abandoned carts to enrolling clients in product demonstrations. Crucially they share a philosophy of attract, engage and delight, and both platforms are capable of reaching across social and search from a central admin. Together HubSpot and Shopify offer a compelling solution to omnichannel ecommerce. 

Want to empower your brand with HubSpot and Shopify?

If you'd like to learn more about how you can generate leads with omnichannel marketing and how to reach more customers, book a free 30 min demo with one of our digital specialists by clicking here.

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