Most customer relationship management (CRM) tools are geared toward sales teams. Traditionally, this makes sense. CRMs weren’t built for marketers, because sales and marketing teams often go together like oil and water.
It doesn’t have to be this way.
No more “Marketing isn’t giving us enough leads” or “Sales isn’t following up, or closing any of the leads we’re generating”.
Imagine a world in which your sales and marketing teams work together towards the common goal of increased revenue.
Enter HubSpot.
What is HubSpot and how can it help my business?
The HubSpot CRM serves as an all-in-one sales and marketing software. With HubSpot, the sales-to-marketing handoff has never been easier. Specifically, marketing teams can focus on generating and qualifying new leads while sales teams can focus on closing those leads at the right times.
Sales and marketing alignment is a game-changer, no matter the size of your company. When your sales and marketing teams are communicating, everyone wins. Open dialogue between the two teams leads to better content, better campaigns, and more qualified leads.
How do companies use HubSpot?
HubSpot is an open book, giving you valuable customer data at every corner. It features far more than just website visitors and bounce rate. It provides you with detailed data for each visitor you convert into a lead. Here’s a real-world scenario of how HubSpot provides insight for your whole organization:
For the sake of this blog post, let’s say you're a manufacturer looking to grow your annual revenue by 10% over the next 12 months. In order to grow your revenue, your executive leadership team decides it’s time to invest in a marketing plan that's more detailed than bottom-of-the-funnel content and referrals. As of right now, you have a website because your competitors have websites. It’s more a postcard of your business than anything.
As the marketing leader, you’re tasked with adopting the flywheel. Specifically, you must figure out how to:
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Attract new website visitors
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Convert visitors into leads
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Close leads into new business
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Delight customers into raving fans, with repeat customers happily giving referrals
Keep your Flywheel spinnin’
Sounds easy enough, right? Just kidding. There are many ways to start spinning your flywheel. You can focus on organic growth, a digital advertising strategy, or a little bit of both. The one constant, however, is the importance of educational content directed towards your persona.
Stick with me here.
Think of your best customer. What makes them your best customer? You likely solve a need for them and, in return, they are a pleasure to deal with, purchase often, and pay on time. If you could work with 100 similar companies, you’d be ecstatic, right?
Here’s where the fun kicks in. What are you doing to find more companies like the one you have in mind? Are you strictly relying on word of mouth and/or referrals?
These types of pipelines dry up quickly.
When you’re spinning your flywheel and utilizing the HubSpot CRM to its full capacity, you'll quickly develop an understanding of which content is resonating with your ideal persona.
How to interpret customer data within HubSpot
Let's say you've just closed a new customer, who initially found you through a Google search. Specifically, they spotted one of your blog posts while researching to solve a problem. They ended up reading your blog, solving their problem, and best of all…took a deeper dive into your website, making them a prospect.
Four blogs, an eBook, a case study, and a pricing page later, the prospect decided to schedule a discovery call with one of your sales reps. The rep received the calendar notification, then reviewed the contact record to analyze the prospect's website activity.
At the onset of the call, the rep has a pretty good idea of how your company can help the prospect. The first call goes great, and the rep creates a deal in the pipeline. One week later, the rep closes the deal, and the prospect is officially a new customer.
Sure beats a cold call, right?
Lead nurturing through marketing automation with HubSpot
Of course, it doesn’t always work out perfectly. Not all of your website visitors will be ready to make purchasing decisions right away. This is especially true for organic search visitors. However, HubSpot’s software recognizes this and, accordingly, has numerous capabilities to nurture website visitors throughout the buyer’s journey.
For example, if someone downloads a high-level eBook, they likely don’t want to receive a call from a sales rep two minutes later. However, they are generally fine with a follow-up email containing more relevant information on their topic of interest.
Follow-up emails can also include additional calls to action, allowing the prospect to inform you when they’re ready to proceed. If the prospect responds positively to the follow-up email, or if they download the case study, HubSpot will ask them for additional information (phone number, or job title, etc.). This type of activity can also trigger a notification to a sales rep, indicating that this prospect is now considered a sales-qualified lead and is ready for additional follow-up.
Automation + Data = Efficiency, Retention & Revenue
The HubSpot capabilities and possibilities are essentially endless. They allow you to automate sales, marketing, and customer service tasks at each level of your flywheel, allowing your sales and marketing teams to work more efficiently. Specifically, they're now spending their time making warm calls while adjusting content based on real data stored in the CRM.
HubSpot is a great resource for you, but it’s an even better resource for your customers. Better data leads to better marketing. Better marketing leads to qualified sales calls. Qualified sales calls lead to great customers.
Ditch your spreadsheets. It’s time to delight your customers with HubSpot.
If you’d like to learn more about HubSpot and how it can work for your business, contact FlyWheel Consultancy today. We’d love to help.
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