- Posted by Janina Bernardo
- On May 11, 2017
- 0 Comments
- B2B Marketing, B2B Sales, lead generation
In my years as a digital marketing professional, HubSpot has helped me greatly in managing many inbound marketing campaigns. Its dashboard and various functionalities are intuitive enough even for non-technical users. Thus, I highly recommend it for small business owners looking to stay on top of their sales and marketing process. Best of all, it has a basic plan is that is free of charge (of course with monthly usage limits).
Lead generation begins with capturing the interest of your target audience through the creation of interesting and valuable digital assets. These may pertain to your website content, blogs, white papers, videos or podcasts. But without a clear plan to nurture and convert leads into paying customers, they will eventually fall by the wayside and your efforts will be wasted. Here’s how HubSpot can help.
Customer Relationship Management (CRM)
While it is possible to store your database in a good old spreadsheet, the data becomes quite unwieldy when it grows to a sizeable number. It is also difficult to share details with your team while keeping information accurate in real time. HubSpot’s CRM tool is a great way to manage and track leads with a simple unified dashboard that can hold up to 1 million contacts with unlimited storage.
One thing I love about HubSpot CRM is its ability to cull from the web useful information about the company that I don’t need to manually add myself. I just simply type the company website and it automatically adds the company location, contact details, description and even social media accounts. The information that you want to appear on your dashboard is customizable so you can choose which ones are relevant to you. This functionality has saved me a lot of time researching on the internet.
Another notable feature is that it allows you to track the activities of your team. You can note emails and calls made or meetings scheduled in the clean and uncluttered timeline. So, if you haven’t checked-in with a lead in a while, you can easily pick up where you or your team member left off by skimming the information on the timeline. This is especially helpful if you have a high employee turnover. You can still stay on top of the activities that former staff left unfinished.
You can also define your sales process and break it down into steps in the “Deals” tab and assign each account the stage it is in. This allows you to determine at a glance which accounts are moving further along the sales pipeline. You can also pinpoint which ones seem to be stuck. You can then take action either sending a follow-up email or initiating a sales call. You can then analyze the performance of your salespeople against the quotas you set in the beginning. This helps you be more productive and efficient in managing your sales cycle.
Before embarking on an email marketing campaign, it would be useful to first create email templates and decide on the sequence. This way you can effectively word your messaging and call-to-action, and set the timing of delivery. This will be very hard to manage if you are only using a spreadsheet. Luckily, in HubSpot, you can effortlessly queue up the order of your emails and schedule them accordingly. In case the prospect responds at any given stage, HubSpot will automatically stop the campaign so you can jump in and start to engage. You will also be alerted once a lead opens an email, clicks a link, or opens an attachment so you can follow up accordingly. For the free version, you can stream up to 200 recent opens. You can sync this tool with Gmail or Outlook using HubSpot Sales, and record every call, email, or meeting on your CRM timeline.
HubSpot gives you the ability to see leads viewing your website in real time. You can learn more about their activities on your site through browser cookies. If they are not in your database, they will still be tracked anonymously. If they eventually sign-up or fill out a form, their browsing history will be associated with their contact details. You don’t have to worry if a contact submits more than one form, HubSpot will integrate duplicates under a single account.
You will then identify prospects who are most engaged and start going after them rather than spending time with visitors who are not ready to convert. It will surely help you make the most out of your work hours. To get access to these analytics, you would either have to build your website inside HubSpot or install the HubSpot tracking code on your web pages.
It can be quite frustrating and time consuming to send emails or text messages back and forth for both parties to agree on a meeting schedule. HubSpot provides a link that you can share so that your client can choose a time that works for everyone. This tool works with Google Calendar, Office 365, and HubSpot CRM.
You can initiate calls through the browser and a note screen will pop-up as soon as the line is connected. This makes it easy for you to jot down notes. You can also opt to record the call (limited minutes for the free basic account) so you can listen to it later or use it in sales training.
Give HubSpot’s free tools a go and find out for yourself how easy they are to work with. They are perfect for overwhelmed small business owners and start-up entrepreneurs who don’t have the luxury of time to learn complicated systems.
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