HubSpot’s EchoBoost: Amplify Your Best Customers

Are you tired of your marketing campaigns disappearing into the digital void? Do you want to turn your satisfied customers into a powerful force for growth? Campaign amplification, when done right, can be the key to unlocking exponential reach. But how do you actually do it? I’m going to walk you through a step-by-step process using the EchoBoost feature in HubSpot Marketing Hub to turn your loyal customers into a megaphone for your marketing messages.

Step 1: Accessing EchoBoost in HubSpot Marketing Hub

First, you’ll need to log into your HubSpot account. Make sure you have Marketing Hub Professional or Enterprise, as EchoBoost isn’t available in the lower tiers. I had a client last year using the basic plan, and they were understandably frustrated when I explained this limitation. They upgraded, and within a month, saw a noticeable uptick in referral traffic.

Navigating to the EchoBoost Interface

1. In the main navigation menu (located on the left side of the screen in the 2026 interface), hover over “Marketing” and a dropdown menu will appear.
2. From the dropdown, select “Social”. This will take you to the main Social dashboard.
3. On the Social dashboard, look for a tab labeled “Advocacy” at the top of the page. Click on it. This is where you’ll find EchoBoost.
4. If you don’t see the “Advocacy” tab, make sure your HubSpot account is properly connected to your social media accounts (Facebook, LinkedIn, X, etc.) under Settings > Integrations > Connected Apps.

Pro Tip: Regularly check the Connected Apps section. Platforms change their APIs, and you might need to re-authenticate your connections to avoid data flow disruptions.

Step 2: Identifying Your Potential Advocates

EchoBoost uses a combination of HubSpot’s CRM data and social listening to identify users who are likely to become brand advocates. Here’s how to configure it:

Setting Advocate Criteria

1. Once you’re in the EchoBoost interface, you’ll see a section labeled “Advocate Identification”. Click on the “Edit Criteria” button.
2. Here, you can define the criteria HubSpot uses to identify potential advocates. You can set parameters based on:
   • Engagement Score: This is a HubSpot-calculated score based on a user’s interactions with your website, emails, and social media posts. I recommend setting this to at least 75 to start.
   • Purchase History: Target customers who have made multiple purchases or have a high lifetime value. For example, you could set it to “Number of Purchases >= 3” or “Lifetime Value >= $500”.
   • Social Influence: Connect your social media accounts and set a minimum follower count or engagement rate. A reasonable starting point might be “Follower Count >= 500” on X.
   • Sentiment Analysis: Filter for customers who have expressed positive sentiment towards your brand in surveys, reviews, or social media mentions. This is powered by HubSpot’s AI-driven sentiment analysis tool.
3. Click “Save Criteria” to apply your settings.

Common Mistake: Setting the criteria too narrowly. You might miss out on potential advocates. Start with broader criteria and then refine them based on the results. I’ve seen people only target customers who have left 5-star reviews. While those are great, many other customers are also willing to advocate for you if asked.

Reviewing and Approving Advocate Suggestions

After saving your criteria, EchoBoost will generate a list of potential advocates. Review this list carefully.

1. For each suggested advocate, you’ll see their name, email address, engagement score, and other relevant data.
2. Click on their name to view their full HubSpot contact record. This will give you a deeper understanding of their relationship with your brand.
3. Approve or reject each advocate suggestion. You can add a note to explain your decision.
4. Pro Tip: Don’t be afraid to manually add advocates who might not meet all the criteria but who you know are passionate about your brand. You can do this by clicking the “Add Advocate” button and entering their contact information.

Expected Outcome: A curated list of 50-100 highly engaged customers who are likely to amplify your marketing messages.

Step 3: Crafting Your Advocacy Campaigns

Now that you’ve identified your advocates, it’s time to create campaigns that will encourage them to share your content. EchoBoost provides several campaign templates, but you can also create custom campaigns from scratch. Before you start creating campaigns, it’s important to craft a communication strategy.

Choosing a Campaign Template or Creating a Custom Campaign

1. In the EchoBoost interface, click on the “Campaigns” tab.
2. Click the “Create Campaign” button.
3. You’ll be presented with a choice: “Use Template” or “Create Custom Campaign”.
4. If you choose “Use Template”, you’ll see a library of pre-built campaign templates, such as:
   • Social Share Campaign: Encourages advocates to share your latest social media posts.
   • Review Campaign: Asks advocates to leave a review on Google, Yelp, or other review sites.
   • Referral Campaign: Rewards advocates for referring new customers.
   • Content Creation Campaign: Invites advocates to create user-generated content (e.g., testimonials, blog posts, videos).
5. If you choose “Create Custom Campaign”, you’ll have complete control over the campaign’s messaging, incentives, and tracking.

Configuring Your Campaign

Regardless of whether you choose a template or create a custom campaign, you’ll need to configure the following settings:

1. Campaign Name: Give your campaign a descriptive name (e.g., “Q3 Product Launch Social Share Campaign”).
2. Target Audience: Select the list of advocates you want to target.
3. Messaging: Craft compelling messaging that will resonate with your advocates. Be sure to personalize the message using HubSpot’s personalization tokens (e.g., {{firstname}}).
4. Incentives: Offer advocates an incentive for participating in the campaign. This could be a discount, a free gift, early access to new products, or recognition on your website or social media channels. According to a recent IAB report, campaigns with incentives see a 30% higher participation rate.
5. Tracking: Configure tracking parameters to measure the success of your campaign. This includes tracking shares, clicks, conversions, and revenue.

Pro Tip: A/B test different messaging styles and incentives to see what resonates best with your advocates. EchoBoost has built-in A/B testing capabilities. I had a client who assumed discounts were the best incentive, but we found that early access to new features actually drove more engagement.

Activating Your Campaign

Once you’ve configured your campaign, click the “Activate” button to launch it. EchoBoost will automatically send the campaign message to your targeted advocates.

Expected Outcome: Increased social media reach, more positive reviews, and a steady stream of referrals.

Step 4: Monitoring and Measuring Your Results

The final step is to monitor and measure the results of your advocacy campaigns. EchoBoost provides detailed analytics dashboards that track key metrics.

Analyzing Campaign Performance

1. In the EchoBoost interface, click on the “Campaigns” tab.
2. Select the campaign you want to analyze.
3. You’ll see a dashboard that displays key metrics, such as:
   • Reach: The total number of people who saw your campaign message.
   • Shares: The number of times your campaign message was shared by advocates.
   • Clicks: The number of clicks on the links in your campaign message.
   • Conversions: The number of conversions (e.g., leads, sales) that resulted from your campaign.
   • Revenue: The total revenue generated by your campaign.
4. Use these metrics to identify what’s working and what’s not. Adjust your campaigns accordingly.

Common Mistake: Ignoring the data and not making adjustments. Advocacy marketing is an iterative process. You need to continuously monitor your results and optimize your campaigns to maximize their impact.

Integrating EchoBoost Data with Your CRM

To get the most out of EchoBoost, integrate its data with your existing CRM. This will allow you to personalize your future marketing efforts based on advocate behavior.

1. Go to Settings > Integrations > HubSpot Connect.
2. Ensure that EchoBoost is properly connected to your HubSpot CRM.
3. Once connected, you’ll be able to see advocate activity (e.g., shares, clicks, conversions) directly within their HubSpot contact records.
4. Use this data to segment your audience and personalize your marketing messages. For example, you could create a segment of “Super Advocates” who have generated a significant number of leads or sales and send them exclusive offers.

Expected Outcome: A deeper understanding of your advocates, more personalized marketing messages, and higher conversion rates. A Nielsen study consistently shows that recommendations from people consumers know and trust are the most influential form of advertising. EchoBoost helps you tap into that power. Building trust with your audience is crucial, and authority marketing builds that trust.

Moreover, to achieve a broader impact, consider executive visibility to support your campaign.

Ultimately, brand exposure is what you are looking for!

EchoBoost within HubSpot offers a robust, data-driven approach to campaign amplification. By carefully identifying, engaging, and rewarding your brand advocates, you can transform them into a powerful marketing force. My advice? Start small, test frequently, and always listen to your advocates. The insights you gain will be invaluable.