Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and marketing and sales alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!
In the sales and marketing world, the term “sales enablement” is one that’s getting thrown around a lot lately. Sales Enablement is the process of empowering your sales team to sell better. When you enter into a sales enablement service with a HubSpot partner, they give your sales team the tools, technology, training, and content they need to nurture and close deals with the best prospects, faster.
Typically, the sales enablement process happens after your HubSpot Onboarding session. If your company is already using HubSpot, you can jump right into a sales enablement training service.
Either way, most sales enablement training services happen in an ongoing way. Many HubSpot Partner Agencies offer intensive training sessions, too, to jumpstart your company to sales success, but we’ll get to that in another blog in this series.
Today, we’re talking about what you can expect from an ongoing sales enablement training service.
What Does Sales Enablement Training Look Like?
Like we mentioned in our last installment of the Getting Started With HubSpot Series, every agency works a little differently. The process we’re about to describe is specific to us, and while most agencies will have some similar offerings, you’ll want to speak with any prospective agency directly before you sign on for a sales enablement training service, to make sure they’re a good fit for you. With that said, here’s a deep dive into our sales enablement training process:
Meet Brooke, our HubSpot Project Manager! She’s our Sales Enablement expert, and we’re relying on her expertise to inform this post.
All of our services start with a kickoff call. It’s important to understand exactly where you are before we start any training. We want to make sure that every aspect of our training sessions are geared specifically to your company and your unique sales team. So, our HubSpot Project Manager, Brooke, will start by giving you a call.
On the kickoff call, Brooke is looking to see where your sales process is at. Maybe your sales team is all on the same page, or maybe they each have a unique process that works for them. Wherever you’re at is great. This call just gives us an idea of where you are, so we can better tailor our training session to you.
After the kickoff call, we get to work.
What does that look like?
When you’re first getting started with the Sales Enablement process, Brooke will meet with your team for weekly training sessions. She’ll explain HubSpot tools you might not be familiar with yet, help your team learn how to use them, and answer any questions you might have. Here, she’ll also teach you how to organize contacts, how to make sure that you’re tracking every contact’s actions within the HubSpot platform, and more.
Essentially, what Brooke is helping you do during these weekly meetings is to mimic your existing sales process in the HubSpot platform.
When you’re done with the weekly meetings, and Brooke has helped you recreate your sales process in the platform, your team will be able to pick up right where they left off. The difference is that now they’ll have better contact organization and better tracking of all of their efforts. HubSpot will keep data that tells them which of their sales efforts are most successful, and which don’t seem to be moving the needle.
This service is part of what makes partnering with a HubSpot Partner Agency so useful. We’re really working to make your transition to the new software as seamless as possible.
Individual Team Member Meetings
One great part of our sales enablement training service is that your team members can meet with Brooke individually if they’re looking for a little more guidance. Working with a new tool is really exciting, but it can also present challenges. Whether your sales team members are looking to extend their HubSpot capabilities, or want a little bit more help learning how to use HubSpot’s tools every day, these individual team member meetings go a long way to ensure your entire team is working for overall company growth.
As you start to get more comfortable with HubSpot and all of the tools they offer, Brooke will continue to meet with your sales team bi-weekly, to see how everything is going, and to answer any questions that might come up as your team progresses further with the platform.
Regular Monthly Meetings
Once your sales team feels confident using the platform in their daily operations, we’ll scale back our meetings to once a month. Though you can always call with any questions, these meetings are typically used to review your progress over the past month, and see what’s working, and what’s not.
At these meetings, Brooke might suggest new tools to try out that can help your sales team provide even better service to your prospects, and ultimately help boost business growth. She’ll also help you set new growth and sales goals once you achieve old ones.
Ongoing Sales Enablement Support
We like to think that ongoing support is one of the best features of our sales enablement training. For as long as your team wants, we’ll keep helping you optimize your sales process to shorten the sales cycle, and to close more leads, faster. Every month, you get personalized reports on how your team is doing, along with training on the new tools and technology that can help your team do better business. If you’re looking to foster continuous growth in your company, ongoing sales enablement is one great tool for your toolbox.
How Much Work Will This Be For My Team?
Sales enablement provides an awesome opportunity to improve the way you sell, with the tools, technology, and training your team needs to see what’s working, and where they can improve. But, they do have to do a little work to reap the rewards. Here’s what’s expected of the sales team through sales enablement training:
They show up to sales enablement meetings. We schedule these whenever is convenient for you, and we also work with team members individually, so there are plenty of opportunities, even for the busiest schedules.
They start using the platform. Brooke recommends starting with just five minutes a day. If your sales team can commit to just entering their contacts into HubSpot, they’ll start to feel more comfortable using the platform consistently.
They ask questions. HubSpot can be a big change for a sales team. If they’re open to the process and willing to ask questions so they can improve, we’re here to offer them all the support they need.
We know it’s not easy for an entire sales team to make the switch to a new CRM and a new method of selling. That’s why we’re here to work as your partner in this process. After the initial weekly meetings are complete, the majority of the work will be out of the way, and your sales team will be able to start selling even better, and more efficiently than before.
The Benefits of Partnering With A HubSpot Partner Agency
The biggest benefit of partnering with a HubSpot Partner Agency for sales enablement training?
We’ve done it before.
This is a service we offer to a number of our clients, and it’s something we’re really good at. We know this is a big shift for your team, and we know that one of the biggest challenges is encouraging everyone to use the HubSpot platform consistently to get the most accurate reporting.
We’ve said this before, but we approach our HubSpot training services with a walk/run mentality.
First, we’ll teach your team what they need to know to start using the HubSpot platform, and your newly optimized sales process, casually. We’ll work hard to bring everyone on board, and make sure each member of your sales team feels empowered to use the tools and technology HubSpot offers to best compliment their sales style.
When everyone is familiar with the platform and using it regularly, we’ll get into the “run” phase. We’ll introduce new tools, and show your team how to use them for better, faster sales.
As HubSpot Agency Partners, we know and use HubSpot’s full suite of tools every day.
Our HubSpot Project Managers, like Brooke, are training masters. They have what it takes to get your entire team using, and loving the HubSpot platform.
And when your entire sales team is on the same page, your company is going to start serious results. And serious results are what we’re here for.
Interested in taking the HubSpot plunge? HA Digital Marketing is a HubSpot Gold Agency Partner, and we’re also a HubSpot Certified Trainer. That means we’ve helped tons of clients just like you learn everything there is to know about sales enablement, and the HubSpot tools that support it. We can help your team learn how to use those tools to legitimately grow your company.
If you’d like to know more, just get in touch. Brooke, or our president, John, would be happy to talk to you more about your specific goals for HubSpot. And if you’d like to learn more about how HubSpot training can work for companies like you, check out the case study below.
*Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and marketing and sales alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!
These days, it seems like everyone is talking about HubSpot. If your business is interested in making the switch to inbound marketing, and is looking for new ways to streamline marketing and sales efforts to promote overall growth, you might be looking at the HubSpot platform to help you do it.
But how to get started?
At this point, you already know what HubSpot is, and what — for the most part — it does. (If not, check out our Plain English Guide to HubSpot’s Software. That should help you understand the platform’s basics.)
The harder question is: how can you get your entire team set up on this software, and how can you get them to buy into actually using it every day?
Meet Brooke, our HubSpot Project Manager! She’s our HubSpot Onboarding expert, and we’re relying on her expertise to inform this post.
We call that process onboarding, and we’ve helped walk plenty of clients through exactly those challenges. As a HubSpot Gold Partner Agency and a HubSpot Certified Trainer, those are questions we’re qualified to answer.
In fact, we’ve talked to our HubSpot Project Manager, Brooke, who does the actual work of onboarding our clients onto the HubSpot platform, to tell us all about the HubSpot onboarding process.
Here’s what you can expect:
What Does the HubSpot Onboarding Process Look Like?
Before we get too far into this, it’s good to know that every agency works a little differently. We’re going to tell you how we onboard our clients, and what that process typically looks like for them. It should be similar to most other HubSpot Partner Agencies’ onboarding process, but it might not be exactly the same.
With that in mind, let’s go.
No matter which HubSpot service you’re looking for (their CRM, their Marketing Hub, Sales Hub, or Customer Service Hub), the onboarding process is much the same.
HubSpot Project Manager, Brooke, mentions, “the toughest part of onboarding is that people tend to get nervous about the change.”
And that makes sense. If your company’s been working one way for years, it’s tough to imagine doing business another way. But, if you’re committed to switching over to HubSpot, it’s worth it to put the work in now.
Plus, if you’re working with a HubSpot Certified Trainer, you’re going to have all the help you and your team need to make the move.
Here at HA Digital Marketing, the HubSpot onboarding process starts with a kickoff call.
Once you’ve decided that HubSpot is right for you, and you’d like to use some or all of their tools, we arrange a kickoff call. Here at HA Digital Marketing, you’ll talk to Brooke during your kickoff call. She’ll ask you questions about what your goals are for the platform, what your sales process looks like, and more.
During this call or face-to-face meeting, we’re looking to get an idea of what HubSpot tools will be most helpful to your team. We’re also going to help you set up your portal, and import in all of your existing contacts, so we want to know:
What are your goals?
This includes your sales goals
Overall goals for the HubSpot platform — what do you hope it will help you do?
What is your process?
Take us through your sales process. What happens after you identify a lead? Do you send them information, visit their site, just send a quote, or more?
Do you have a marketing process? If so, what does it look like?
If you don’t have a marketing process, that’s okay too. We’re always happy to work with you to develop one, or we can work as your own bolt-on marketing team.
Do your marketing and sales teams work together at any part of this process? Where are some touchpoints that might be beneficial to have your sales and marketing teams communicate?
While this might seem like a lot of questions, your answers give us the information we need to more effectively set up your HubSpot account in a way that will actually be useful to your company. We take all of the information gathered in this meeting, and we move onto the next step of the onboarding process.
Technical Setup (We Handle This Part)
After your initial kickoff call, Brooke, or one of our other HubSpot specialists, will get you all set up in the HubSpot platform. This part of the process can take about two weeks.
During this phase, Brooke handles all of the technical aspects of onboarding your company onto the HubSpot Platform. She’ll do everything from making sure your website pages are tracking in HubSpot to linking your social media accounts, blogs, and entire teams’ email accounts with your new HubSpot portal. Most importantly, Brooke will import all of your contacts into the platform. She’ll organize each of those contacts based on what she’s learned in your kickoff call.
HubSpot allows for custom contact fields. That means, if your sales team addresses leads in one industry differently than leads in another industry, Brooke will make sure each contact in HubSpot says what industry they work in. She can also include additional custom fields like:
This information helps her categorize all of your contacts into segmented lists based on their industry, their potential value to your company, and more. This way, you can easily and efficiently provide relevant marketing and sales content to every potential lead that comes in. It’s also the first step to automating some of your more repetitive marketing and sales tasks.
Integrate Your Existing CRM
Many of our clients who sign up for HubSpot marketing or sales tools are already using another CRM. That’s totally cool.
Your team will still be able to enter in and track leads as they have with their previous CRM, they’ll just have the added benefit of these new HubSpot Marketing and Sales tools.
What If I Don’t Have a CRM?
That’s totally fine, too. If you don’t have an existing CRM, we’ll still upload all of your existing contacts into the HubSpot platform, and we’ll organize them for you using HubSpot’s CRM (which is free). Still not sure about all of that?
Here’s what Brooke says to clients who don’t have a CRM:
“Think about if you were going to a conference. You meet tons of people and collect their business cards, but then what? Your CRM is a way to organize those people. You can make sure you have their names, their job titles, contact information, and you can put in notes to remind yourself about what you talked about at the conference, what they’re interested in, and more.”
The HubSpot CRM, as a whole, offers a simple way to organize all of your customers and contacts. From there, it’s easy to build and sustain the best possible relationship with each of them using tools offered by the HubSpot Marketing and Sales Hubs.
Once your contacts are imported and organized in the CRM, Brooke will also help you to define a sales process that makes sense for your team, too. We’re always looking to help our clients do business better. If there’s a tool or process your team is missing that we think you might be able to benefit from, we’ll let you know.
How Much Work Will This Be for My Team?
One of the most common questions we get about the HubSpot onboarding process is “how much work will my team need to do to make this happen?”
The truth is, your team is going to have to do some work. That said, they won’t be alone, and to be honest, our team will help do most of the heavy lifting as your team figures out how the platform works.
Brooke typically handles the lion’s share of moving your information over to HubSpot. She will:
Input your contacts
Customize lists of contacts
Help create reports until your team knows how to do it themselves
Teach every team member, step-by-step, how to use all of HubSpot’s relevant tools
Continue meeting with your team on a monthly basis to analyze your current efforts, and optimize them for future goals
Complete any necessary ongoing training as new tools and features are released to HubSpot
As for your team? Brooke reminds us of a commonly understood learning statistic:
“I usually recommend that team members just start using HubSpot for 5 minutes a day. Even just inputting contacts, and making sure you’re assigning the right qualities to each contact helps you remember everything that you’ve learned.”
5 minutes a day doesn’t sound too bad! On the whole, it’s a pretty small time investment, and once your team gets the hang of HubSpot, they’ll be so glad they used those 5 minutes.
The Benefits of Partnering With A HubSpot Partner Agency
When you partner with HA Digital Marketing to onboard your team onto the HubSpot platform, you really don’t have to worry that your team won’t understand the tool, or won’t end up using it.
We approach onboarding with a “walk/run” perspective.
First, we’ll teach you what you need to know, and we encourage your team to learn at their own pace (walking).
Once they start to get the hang of the tools, though, all of our clients pick HubSpot up pretty quickly (running).
The bottom line is, the tools that HubSpot provides are seriously useful, and they really do work to support the great work that your sales team is already doing. With HubSpot’s tools and metrics, and your sales team’s excellent effort, you’ll start to see some serious growth success in no time.
And best of all, if you’re working with a HubSpot Agency Partner, you’ll have a Certified Trainer like Brooke to help walk you through the entire process.
Interested in taking the HubSpot plunge? Evenbound is a HubSpot Gold Agency Partner, and we’re also a HubSpot Certified Trainer. That means we’ve helped tons of clients just like you learn everything there is to know about the sales and marketing tools HubSpot offers, and we’ve helped them use those tools to legitimately grow their company.
If you’d like to know more, just get in touch. Brooke, or our president, John, would be happy to talk to you more about your specific goals for HubSpot.
It also means that if you’ve been using four or five platforms to manage your email, your ad campaigns, and your contacts, you now have one, free solution to handle them all.
For small to mid-size businesses, this is a huge deal.
Constantly navigating between MailChimp, Salesforce, and whatever other tools you’ve been using to keep costs low, still costs you time. Your team has to log in to many different platforms, and they have to reconcile information from one platform to the next, which is frustrating, and can hog up precious work hours.
With these new extensions to the HubSpot CRM, you get some of the most important tools to grow your business, all in one platform, and all for free.
What’s the Catch?
Obviously, HubSpot is hoping that when you see how great their tools are, you might be interested to upgrade as your company grows. But, there’s no pressure to do so, especially if your company is small and just not quite ready to upgrade.
The HubSpot CRM is always offered for free, for the lifetime of your subscription. There’s no free trial or expiration date on the CRM or any of the tools that HubSpot offers for free along with it.
Okay, So How Does it Work?
Whether you have the HubSpot CRM already or not, you’re probably wondering about the specifics of these new tools. So, what exactly do you get with their new email marketing and ad management tools?
HubSpot has long been known for its intuitive email marketing platform. In the email editor, you can easily make edits right in the email template, changing text, adding images, buttons, and CTAs.
It also gives you the opportunity to preview your email on a variety of different devices, and lets you send unlimited test emails to yourself and your team before you’re really ready to schedule out the post.
There are a ton of features to take advantage of just in the email editor, from their handy optimization guide to their A/B testing tool. But what’s really key about this new, free offering from HubSpot is the post-send analytics.
Now, once you send an email, you can see who opened it, how many people clicked through to your website, and much, much more. These metrics are what make this free tool such a boon to companies starting to grow.
With the email editor and post-send analytics, you can easily see which messages are resonating with your audience, and which aren’t quite hitting the mark, yet. You can also see which contacts continue to engage with your content as the move further down the buyer’s journey, closer to a sale.
Best of all, every contact’s interactions with your emails are saved in the CRM, on the same platform. There’s no jumping back and forth between your email manager and your contact list; everything you need to know about every contact, whether it’s related to email or an ad they clicked on is saved and logged in the CRM for you, and updated in real-time.
In the past, the free HubSpot CRM has only included support for Facebook lead ads. With this new upgrade, the CRM comes free with ad management and tracking tools for up to $1,000 per month of ad spend across Facebook, Google, and Linkedin. Users are able to connect a maximum of two accounts, so you can measure performance across platforms to see which channel is best for your message.
The bottom-line benefit of these new additions to the free HubSpot CRM is that you can have all data from your email and ad campaigns filter through one central system. This allows you to track the long-term performance of your ads and email marketing campaigns, showing you the concrete ROI you’re seeing from both efforts, right from your CRM.
The HubSpot CRM is helping eliminate the hassle that comes with using multiple tools from multiple providers.
They’re offering a full suite of seriously powerful marketing tools plus a CRM that helps you track the results of your efforts in real-time, and makes it easy to reach out to those contacts who are responding best to your marketing campaigns.
In the end, the HubSpot CRM, with these new free email marketing and ad management tools, are great for any company who is looking to expand their marketing and growth capabilities but doesn’t yet have the trust or the budget to go all-in on an expensive platform.
This expansion of the HubSpot CRM is big news for us in the inbound and growth marketing community, and for any small businesses out there who are working hard to get ahead. If you’re interested in learning more about HubSpot’s free tools, please don’t hesitate to get in touch.
If you’ve been considering investing in HubSpot’s CRM for your business, you know it’s a huge, robust tool. If your company can implement those tools effectively, you’ll definitely start to see results in the length of your sales cycle and the growth of your company. But, that’s the problem.
The HubSpot platform offers so many tools, and if you’re thinking about choosing one of their paid subscriptions, you might be worried that your team won’t be able to learn and implement them correctly, and in a reasonable period of time.
That’s a realistic concern. That’s also where a HubSpot Partner Agency comes in.
Marketing agencies apply to be a partner, and once HubSpot accepts them, they’re given additional sales and marketing training, direct account managers through HubSpot, and a bunch of other tools they can use to provide better service to their clients.
Each HubSpot Partner Agency is ranked according to HubSpot’s tier system. The higher a company’s tier, the better the services they provide, and the more clients they have helped to use HubSpot successfully for themselves.
Are There Different Types of HubSpot Partner Agencies?
As you probably already know, there are tons of different types of marketing agencies. As long as they use HubSpot and approach marketing with an inbound mindset, an agency can apply to be a HubSpot Partner. That means that there are all different kinds of HubSpot Partner Agencies available to you.
Some, like us, are full-service agencies who handle inbound marketing, web design, email marketing, content marketing, paid search, social media advertising, and more.
Others might have a focus in one specific area — they might just design websites, they might just offer inbound marketing consulting, they might specialize in sales support, etc.
So, if you’re considering choosing a HubSpot Agency Partner it’s good to remember that we’re not all the same. You’ll have to do a little digging, and probably a bit of interviewing to find an agency that fits with your culture and with your company’s overall goals.
But before we get to choosing a HubSpot Partner Agency, which we’ll talk about in a later blog post, let’s talk about what a HubSpot Partner Agency can actually do for you.
What Can A HubSpot Partner Agency Do For You?
Since HubSpot has more than 2,500 partner agencies, there must be some benefit to hiring them. But if you’re new to HubSpot, or if you’re already using HubSpot, you might not know exactly what a HubSpot Partner Agency can do for you, and how their services can benefit your company. Let’s talk about that. Here are 3 benefits that come from hiring a HubSpot Partner Agency:
HubSpot CRM Support
This one might seem obvious, but it’s important. As a HubSpot partner agency, your marketing agency can help your team better use the HubSpot CRM and all of its bundled tools.
If you don’t have HubSpot, a partner agency will help you onboard, will teach your team about all of the tools, and will walk each member of your team through the CRM, step by step.
If your team is already using HubSpot, a partner agency will help you figure out how to optimize that use. They’ll look at your analytics, talk to your sales and marketing teams, and implement new strategies that help you perform even better, across the entire platform.
The HubSpot CRM is an impressive tool, but it does take a little bit of work to master. Partnering with a HubSpot Agency minimizes that work, and essentially gives you a HubSpot coach who’s on-call anytime you need help.
The other bonus of working with a HubSpot Partner Agency is that you have a direct line to HubSpot support.
When you’re having trouble figuring out a new tool, or are troubleshooting an issue in the system, your agency can either help you fix the problem themselves, or talk directly to their HubSpot account managers for a quick resolution. This is a lot easier than working through customer service on your own, as partner agencies are one of the few who have their own direct line to HubSpot itself.
Exceptional Inbound Marketing Service
The benefit of using HubSpot in the first place is its impressive, powerful tools. The HubSpot CRM offers advanced analytics tracking and reporting, email tracking, blog publishing, social media publishing, and more. With all of these tools and the metrics that go with them, your marketing agency can offer you a much better overall marketing service.
You get the expertise of a marketing agency — their web design support, their unique inbound marketing strategies, the tools they use to deliver quality inbound marketing service, and their team of experts — plus all of the additional tools and organization that the HubSpot CRM offers.
Sales Alignment Support
When you work with a full-service HubSpot Agency Partner, you get more than just a bunch of cool tools and marketing advice. You also get sales support, which isn’t something you see from every marketing agency out there.
To address that fact, the HubSpot CRM offers a vast suite of sales tools that work hand-in-hand with marketing tools, to help you get both teams on the same page, and working towards your company’s growth goals.
Working with a HubSpot Agency Partner takes those benefits just a step further. The HubSpot Partner Program offers partners training in both sales and marketing. That means your HubSpot Agency Partner (if you choose a full-service agency) is trained to coach not only your marketing team, but your sales team as well.
They can provide tools, content offers, and training that help your sales team shorten the overall sales cycle, and close on more, qualified leads. Combined with HubSpot Sales tools like lead and deal tracking, automatic notifications when a lead opens an email or lands on your website, and targeted email workflows, that’s a huge step towards company growth.
Our Experience As A HubSpot Gold Partner Agency
On a personal note, we’ve found this piece of sales and marketing alignment, specifically, to be one of the most helpful, and most popular services that we now offer our clients. As a HubSpot Gold Partner Agency, our clients love that we’re able to help with their marketing strategy, but they’re finding even more success now that we’re able to coach their sales team and teach them how to use the marketing content that we’ve been developing for years.
This really is one of the biggest benefits for our clients, and we’re seeing it produce some real results. Instead of just helping our clients get found, and get the qualified leads they want, this sales support has helped us teach our clients what to do once we deliver those qualified leads. And with that information and training, plus HubSpot’s user-friendly sales tools, they’re able to grow incredibly.
WHAT YOU GET:
HubSpot, HubSpot Support, the Marketing Agency You Were Looking For, and the Sales Coaching You Weren’t
In the end, the reason companies choose to partner with HubSpot agencies is because you get a whole lot of tools and expertise rolled into one deal. Here’s what you get:
The HubSpot CRM, plus all of its tools. That means blogging, social media publishing, landing pages, content offers, marketing campaign metrics, traffic metrics, lead tracking, email tracking, and more, all in one platform.
HubSpot Support. A company who can walk you through each and every one of HubSpot’s tools. They can use the tools for your benefit, and they’ll teach your team how to use them, too.
A Marketing Agency. This is what you were looking for in the first place, right? A marketing agency who can handle the more complicated aspects of digital marketing, from developing a new inbound-focused website to writing your blog posts and content offers, and setting up your ad campaigns.
Marketing and Sales Support. This is usually the benefit people are most surprised by. When you hire the right HubSpot Partner Agency, you get more than just a marketing team. You also get sales support that can completely turn around the way your company nurtures and closes leads. If you’re looking for company growth, this is the benefit that should be most important, and most exciting, to you.
Is a HubSpot Partner Agency Right for You?
While a HubSpot Partner Agency isn’t right for everyone, it is a great choice for companies who don’t have a marketing team, who need help finessing marketing strategy, and who are looking to streamline overall business operations, from marketing through to sales.
If you’re interested to learn a little bit more about whether a HubSpot Partner Agency is right for your company, don’t hesitate to reach out. As a HubSpot Gold Partner Agency, we’ve got plenty of info and would be happy to share with you more about how the partnership works.
And if you’re ready to hire a partner agency? We’ve got the experience and the expertise to help your company onboard to the HubSpot platform, and keep your business growing with marketing and sales support.
If you’re at all interested in inbound marketing, you’ve probably heard of HubSpot. They’re a leader in the digital marketing industry, and their blogs, videos, and certification courses are pretty popular. While you might know who HubSpot, the company, is, it’s a little harder to know what HubSpot, the software, does.
There’s a lot of industry jargon thrown around, and to be fair, HubSpot is a huge platform; it’s hard to outline all of its capabilities in just one sentence. Since we use HubSpot every day, we thought we’d take a shot at breaking it down for you. Here’s our plain English guide to getting started with HubSpot: what HubSpot is, and what tools and benefits it can offer you:
What Is HubSpot?
HubSpot is a cloud-based CRM designed to help align sales and marketing teams, foster sales enablement, boost ROI and optimize your inbound marketing strategy to generate more, qualified leads.
Okay, but in English?
HubSpot is a software platform designed to help your company market and sell more effectively.
To understand what HubSpot is and does, it’s helpful to know just a little about where HubSpot, the company, came from. HubSpot started back in 2005 as a resource for marketers. Back then, they offered tools and resources that helped companies get started with inbound marketing.
Everything from blogging to social media posting to email marketing was combined on one single platform that can be accessed from anywhere.
That way, every marketer in a company can use HubSpot’s tools to nurture qualified leads until they are ready to pass on to the sales team. When a lead is ready to convert, they’re easily passed onto the sales team for a simple, seamless experience that helps companies turn warm leads into happy customers.
But that’s just the beginning of the HubSpot software.
Now, years down the line, HubSpot offers that original software in the form of a free CRM, along with specific software for sales, marketing, and service departments, all of which integrate together seamlessly to help your company grow.
If you’re thinking that still sounds like kind of a lot, you’d be right.
That’s why we’re breaking each department’s service down here, starting with the free CRM:
The HubSpot CRM
HubSpot started with just their CRM (customer relationship management software), which we described above. It’s a platform where companies can organize their contacts and keep track of every conversation they have with each contact.
In the beginning, the HubSpot developed their CRM primarily for marketers. It offered a way for marketers to organize all of the leads they were talking to, nurture them according to their buyer persona and unique pain points, and then pass them seamlessly onto the sales team.
Today, the HubSpot CRM is still an essential component of HubSpot’s software — it’s just a little more robust. Instead of functioning primarily to support the marketing team, HubSpot’s existing CRM works to help every customer-facing team in a company, from marketing to sales to customer service.
The HubSpot CRM is completely free, for anyone, forever. It has no time limit and never expires.
Some of the benefits of the HubSpot CRM that we love for our clients are:
Unlimited Users — Your entire team has access to your company’s CRM. No limit.
You can store as many as 1 million contacts and companies on the free platform.
HubSpot will store all of your records and conversations with any of those contacts.
Gmail and Outlook Integration —so your team’s conversations with leads and clients are stored, and their workday isn’t interrupted.
Email Scheduling — for your newsletters and email marketing campaigns
Team Email — to make sure everyone’s on the same page and working to the same goals
Live Chat for Your Website — so you can capture leads even after working hours are over
Deals, Tasks, Ticketing, and Prospects — allowing you to keep track of where every prospect is in the sales process, and make tickets for any clients who might have a question.
Ultimately, the HubSpot CRM is one of the most robust free platforms on the market. It offers a long list of tools you can use to draw in qualified potential leads and do better business with your existing clients. The rest of HubSpot’s software is built on top of this functional, free CRM.
HubSpot Marketing Hub
The HubSpot Marketing Hub is a set of tools designed to help your marketing department. It integrates seamlessly with the HubSpot CRM and works to help your marketing team draw in and nurture more qualified leads.
The HubSpot Marketing Hub helps your company increase website traffic and convert more visitors into leads.
The goal of the Marketing Hub is to make life easier for your marketing department. It offers seamless content creation for your blog, email, social media accounts, and website, and provides exceptional metric tracking and reporting of all the data you care about most. See easily how many people are coming to your site, where they’re going, when they leave, and how much they like your landing pages.
Some of our favorite tools offered in the HubSpot Marketing Hub include:
Blog and content creation tools
Social media organization and scheduling
Calls-To-Action — Providing in-depth tracking of click-through rates, impressions, and other important KPIs.
Mobile Optimization — For everything from emails to blogs
Landing Pages —Create landing pages that integrate seamlessly into your website, and then use HubSpot’s sophisticated metrics to track and optimize performance.,
Goal-Based Nurturing —Your marketing team can choose specific goals based on buyer persona research and previous performance, and set the HubSpot Marketing Hub to help nurture leads with those goals in mind.
A/B Testing — Optimize your site and inbound marketing efforts for top performance
The HubSpot Sales Hub was designed to help your sales department close better deals, in less time. Each tool offered on this software is designed with efficiency in mind — so your sales team can focus their full attention on what matters most — closing deals with qualified clients. HubSpot Sales Hub has been very successful as it’s one of the few software tools that’s designed specifically for sales teams, with the inbound marketing methodology in mind.
HubSpot Sales Hub gives sales teams the tools they need to provide excellent service and close deals the minute a lead is ready to convert.
Sales Hub lets your sales team see what leads are visiting your site, on what pages, and how often. The software also offers instant alerts whenever a prospect opens an email, and sales team members can even automate personalized workflows that offer quality information exactly when a lead is ready for it. And because Sales Hub syncs up with the HubSpot CRM, your sales team can easily see which deals are won, lost, or still in progress.
Some of the tools the HubSpot Sales Hub offers are:
Email Sequences — Automated email workflows designed to nurture qualified leads
Email Tracking and Notifications — Your sales team is notified when a prospect opens an email or clicks over to your website.
Meeting Scheduling —Forget confusing back and forth scheduling that can drop leads. Instead, let potential clients pick meeting times that work best for them.
Reporting dashboards — So your team can see how their efforts are impacting business, and so you can see who is selling well, and why.
Multiple deal pipeline — Not every lead is the same. Make it easy for sales teams to customize their service to the unique needs of your buyers, and implement and track distinct sales processes with multiple pipelines.
The HubSpot Service Hub is designed to support customer service teams. It offers a full suite of tools that make it easier for your customer service teams to identify issues clients are experiencing, and resolve them quickly in a way that leaves your customers happy.
HubSpot Service Hub helps your client service teams offer the best solutions, efficiently.
The HubSpot Service Hub includes:
Live Chat and Conversational Bots — Customers and clients get the help they need, whenever they need it. No waiting for business hours; solve problems now.
Email Templates — Check in with clients you haven’t heard from in a while, or request service reviews with email templates that are easy to format and send, and even easier to track.
Canned Snippets — Those questions you get every day? Send back the perfect answer automatically with canned snippets.
Phone Support and Customer Feedback
Knowledge Base — Pull up all the information in your database on any client, so your service team knows who that client has talked to, and about what, so they can get to the right solution, quickly.
Multiple Ticket Pipelines — Easily Organize tickets based on customer query subject
Customer Service Automation
The HubSpot Service Hub works on top of your free HubSpot CRM, so anyone on your service team can see previous interactions a client has had with marketing and sales teams, and determine quickly how best to resolve any potential issues. This streamlines the amount of time it takes for customer service reps to resolve a client ticket, and ensures your clients experience the best customer service possible.
HubSpot Growth Suite
The HubSpot Growth Suite is HubSpot’s complete suite of services bundled together. If your company can benefit from all three of the above Hubs, the Growth Suite is perfect for you. You’ll get the benefits fo all three hubs, for only slightly more than the price of one.
HubSpot’s Growth Suite is best for companies who are familiar with inbound marketing, or who have made a concerted effort to transition to the inbound marketing methodology. Since it includes all of the Hubs and is built on top of HubSpot’s CRM, the HubSpot Growth Suite platform is the best way to align your entire team towards a single growth goal.
Evenbound is a HubSpot Gold Agency Partner, which means HubSpot is what we do. If you have questions about any of HubSpot’s software offerings, whether it’s one of the Hubs, the CRM, or all of it, we’d be happy to help. HubSpot can be a little complicated to figure out at first, but once you see it in action, it’s one of the most user-friendly growth tools on the market today.
Get in touch to learn more about HubSpot, and how we can help you leverage it for overall company growth.
The benefits of having the two teams work together are very clear: your marketing team draws in the clients your sales team actually wants to deal with, and your sales team can help your marketing team optimize their efforts to draw in those qualified leads.
How Can I Implement Sales and Marketing Alignment?
While it’s clear that sales and marketing alignment is a must, there’s not much information about practical application.
Sure, you need to facilitate greater communication between both teams, but short of having so many meetings that no one has time to do actual work, it’s tough to figure out how you get everyone on the same page. That’s where HubSpot comes in!
The HubSpot Breakdown
HubSpot is an inbound marketing company that developed a customer relationship management software (CRM) by the same name, HubSpot. HubSpot was the first to make the inbound methodology popular, and they continue to stay at the forefront of the inbound marketing industry by putting out quality content and resources, and by continually finessing their sales and marketing CRMs.
As an inbound marketing growth agency, we at HA Digital Marketing are proud HubSpot agency partners. We recently made the HubSpot Gold Agency Partner status, which basically means we’re good at using their software to win our clients more business.
A question we hear often from our own potential clients is, “What is HubSpot, and how can it help us align our sales and marketing teams?”
Many of our clients are industrial manufacturing and construction companies who have either been working without at CRM, or are frustrated with their current CRM (not to throw shade, but it’s usually Salesforce).
How HubSpot Helps Align Sales and Marketing Teams
For companies who need a CRM, and are hoping to work towards closer sales and marketing alignment, we do recommend HubSpot. While we know CRMs aren’t perfect for everyone, HubSpot is our favorite option for qualified clients who need something that can genuinely get their sales and marketing teams on the same page.
If you’ve been weighing your CRM options, here’s a rundown of how HubSpot works, and specifically, how it can help align your sales and marketing teams.
Intuitive, Practical Communication Capabilities
One of the biggest killers of sales and marketing alignment is a failure to communicate.
It doesn’t make sense to set up a meeting every time something new happens with a lead or prospect, but you do need to have open lines of communication between both teams, so no leads fall through the cracks.
HubSpot helps by offering two CRMs, one that’s designed specifically for marketing teams, and one that’s specifically for sales teams. What’s best is that these CRMs work totally in tandem, and on the same platform.
That means that every interaction your company has with a new prospect is always logged, categorized, and automatically synced across both teams.
Your marketing team can easily look at a lead to see if sales has had the chance to reach out yet, and your sales team can jump into a conversation with a warm lead at the exact moment they’re ready to progress to the decision-making stage.
This helps eliminate interruptions in your day-to-day office work and makes it easy to recap progress at your weekly or bi-weekly sales and marketing team meetings.
Defined MQLs and SQLs
HubSpot also makes it easy to define each lead, and pass them along to the sales team, or back to the marketing team when necessary.
You define what criteria qualifies a marketing-qualified lead (MQL) or a sales-qualified lead (SQL), whether it’s downloading a content offer, booking an appointment, or responding to an automated workflow. From there, it’s easy to move the lead up and down the buyer’s journey based on the criteria you’ve set to qualify them.
You can also set criteria for site visitors, prospects, or subscribers. Say someone has just visited your blog and signed up for your newsletter. If they keep reading your newsletters and blogs, but don’t convert on CTAs or content offers, you might categorize them as a “subscriber.”
You can use that classification to send them information they might care about later on, and your marketing team can continue nurturing them until they take enough actions to pass them along to your sales team.
The HubSpot CRM also offers automatic notifications. If there are specific actions — like downloading a particular content offer or submitting a form on your contact page — that signal to both teams a lead may be ready to convert, you can set HubSpot to send automatic notifications to the responsible parties.
This way, when a lead is on your website, visiting your pages and downloading your content, the relevant team member can strike while the iron is hot — offering up more relevant content, or suggesting they set a meeting — just as that lead is thinking about your company.
A little creepy? Maybe. But, it’s a great way to offer the personalized, specific service today’s consumers expect from companies of any kind.
Analytics and Reporting
Another sales and marketing alignment benefit the HubSpot CRM offers is its exceptional analytics and metrics reporting capabilities. No matter what metrics you’re tracking, the CRM makes it easy to see and share those reports with anyone in your team.
We’ve said it before, and we’ll say it again: The key to sales and marketing alignment is communication. Click To Tweet Your sales team needs to know what the marketing team is doing to draw in qualified leads, and your marketing needs to know which of their efforts are contributing to a closed sale. HubSpot makes finding and sharing these metrics easy with open reporting that’s easily shared.
At your weekly sales/marketing meeting, your sales team can show the marketing team which leads have finally closed, and how they arrived to the sales team, whether from an organic, paid, or email marketing effort. Conversely, your marketing team can use the data compiled by HubSpot to show the sales team what content new leads are responding best to, and what potential sales angles they can use to close that lead more quickly.
The Ultimate Benefit of the HubSpot CRM Is Transparency.
If you’re interested in increasing your revenue by 208% in the new year, the HubSpot platform could help. If you’re looking for concrete, specific ways to align your sales and marketing teams and grow your business, we can help. Get in touch today.