Why & How to Use HubSpot Buyer Personas

Why & How to Use HubSpot Buyer Personas

Why & How to Use HubSpot Buyer Personas

Buyer personas, ideal buyers, target customers — all of these words talk about pretty much the same thing. Your company’s perfect customer. 

It doesn’t matter if you’re brand new to digital marketing or if you’ve been doing it for years, you’ve probably heard about buyer personas. 

Just about any marketing expert will tell you that your buyer personas are the first stop on your trip to a successful, targeted, and cost-effective marketing strategy. 

But, what about HubSpot buyer personas?

Are they different from regular buyer personas? Why should you use HubSpot’s buyer personas over what you already have, and how do you even use them in the first place?

If you’re new to HubSpot services, or if you’re looking to get more out of your existing HubSpot platform, this blog is going to dive into the why and how of HubSpot buyer personas. Let’s start with why you really should use them in the first place. 

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Why Use HubSpot Buyer Personas?

It’s good to know that HubSpot buyer personas are just your existing buyer personas, brought into the HubSpot CRM. Here’s a little background on why you should care about them at all:

For your inbound marketing strategy

If I’ve said it once, I’ve said it a million times. And so has just about every other inbound marketing expert on the internet. 

Your buyer personas are the building blocks of your inbound marketing strategy. 

guide to defining your buyer persona-digital-marketing-for-manufacturers

It’s hard to create a targeted, successful inbound marketing strategy if you don’t know who you’re marketing to. 

Your buyer personas — semi-fictional representations of your ideal clients — give you the clarity and the focus you need to develop an inbound marketing strategy that draws in the right leads. That means you’re only spending money on marketing efforts that produce legitimate, actionable results. Without buyer personas, you’re spending a lot on a marketing strategy that may or may not deliver qualified leads. 

HubSpot buyer personas aren’t any different than your regular buyer personas. They serve the same purpose of guiding your inbound marketing strategy to draw in the right, qualified leads.

New to buyer personas? Here’s a Step-By-Step Guide to Defining Your Buyer Persona.

For more detailed, relevant data in your HubSpot platform

When it comes to using HubSpot buyer personas, the why is data. 

HubSpot buyer personas give you greater insight into how your marketing efforts are performing on a persona-by-persona basis. You can see which buyer personas respond best to your email campaigns, newsletters, specific landing pages, CTAs, and more. 

You can also create entire marketing campaigns around a specific HubSpot buyer persona. Let’s say one of your buyer personas is Home Builder Bob. You can create nurturing email workflows, content offers, and more, and tie them all to that specific buyer persona in HubSpot. Using HubSpot buyer personas gives you better data, but it also makes marketing to your target buyer personas a lot easier. 

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How to Use HubSpot Buyer Personas

Now that we’ve got a better idea of the point of HubSpot buyer personas, how do you use them? Let’s take a quick look at how you can create your buyer personas in HubSpot, and then what you can do with them once they’re created. 

Creating a HubSpot Buyer Persona

HubSpot has a handy tutorial on exactly how to create your HubSpot buyer personas. Check that out, or follow along in the step-by-step below: 

  1. Navigate to the HubSpot buyer persona tool. 
    • You can find this in either your “Top Personas” dashboard block or
    • By navigating to Settings > Properties > and then typing “persona” into the “Search for a Property” bar. 
  2. Click “Add a Persona”
  3. Give your persona a name and description
  4. Fill out any internal notes about their roles, goals, and challenges
  5. Write their story! This helps give a little context and life to this person you’ll be spending a lot of time creating marketing strategies for. 
  6. Click “Save”

Once you’ve created your HubSpot buyer personas, you can use them to seriously streamline your marketing tactics within the CRM. 

If this is your first time building out buyer personas, HubSpot has an entire Make My Persona tool dedicated to helping you create excellent buyer personas.  

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Using your new HubSpot Buyer Personas

There’s a lot you can do with your HubSpot buyer personas. If you’re familiar with HubSpot Properties, that’s how your HubSpot buyer personas save. So, every contact can be associated with a specific buyer persona. That opens up a lot of possibilities for your marketing strategy. 

  • Connect forms to buyer personas. You can associate certain form responses to a specific buyer persona. For example, let’s say your contact form includes a drop-down that asks, “what industry do you work in?”. You can set up your forms in a way that depending on what answer that lead chooses, they’re automatically assigned a buyer person. 
  • Create segmented email lists. Since your contacts are associated to specific HubSpot buyer personas, you can create lists of contacts that are segmented by those personas. This allows you to develop email campaigns that are hyper-specific to just that particular persona.
  • Create buyer persona-specific marketing campaigns within HubSpot. You can create entire workflows and marketing campaigns that are tied to certain buyer personas within HubSpot. 

Once you have a handle on the HubSpot buyer persona tool, the possibilities are endless. Segment your data by buyer persona, develop highly-targeted email campaigns and workflows, and so much more. 

The Hubspot buyer persona tool is all about helping you deliver the right message to the right person at the right time. And it gives you all the data you need to make sure that’s exactly what your marketing efforts are doing!

HubSpot is a robust platform that offers a vast range of tools and features that make your marketing process easier and more effective. All of those tools are helpful, but it can be tough to figure out what you’re using and what you’re not, especially when you’re just starting on HubSpot.

If you’d like one-on-one support getting your HubSpot buyer personas (or any other HubSpot tool!) up and running, Evenbound is here to help. Talk to one of our Certified HubSpot Trainers for personalized support.

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How to Use HubSpot Lead Scoring to Streamline Sales

How to Use HubSpot Lead Scoring to Streamline Sales

How to Use HubSpot Lead Scoring to Streamline Sales

The benefit of investing in inbound marketing is, if you’re doing it right, you should see leads start to flood in. And while your sales team is grateful for all of the leads coming directly to them, it can be pretty overwhelming to look at a huge list of contacts and decide where to start. 

That’s where lead scoring comes in. Lead scoring, as we’ve talked about before, is the process of assigning value to each lead you generate. It’s a tool and tactic that sales teams use to separate great, warm leads from those that aren’t quite ready to make a purchasing decision yet. 

If you’re new to lead scoring, I’d suggest you check out our intro to lead scoring blog. There, you’ll find plenty of info about what lead scoring is, and how you can implement it effectively.

Then, come back to this blog, where I’m going to show you exactly how to use HubSpot’s lead scoring tool to segment your list of contacts so it’s easy for sales to focus on those high priority leads who are ready to make a purchasing decision. 

Here’s a look at our agenda for this blog. Feel free to jump right to the How-To sections if you’re already familiar with HubSpot’s lead scoring tools. 

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What is HubSpot Lead Scoring?

HubSpot lead scoring is just lead scoring made simple through your HubSpot CRM. HubSpot lead scoring is included starting at the Professional tier, and is available in two distinct versions: 

HubSpot Lead Scoring

Available to most HubSpot subscriptions, standard HubSpot Lead Scoring allows you to automatically assign values to a contact based on both negative and positive attributes. I’ll get into the “How To” in the next section on Implementing HubSpot Lead scoring, but this tool allows you to take control of your contact list by selecting what attributes are most important to your sales team when it comes to indicating a qualified, motivated prospect. 

HubSpot Predictive Lead Scoring

HubSpot Predictive Lead Scoring is available to those on the Enterprise Tier. It’s an automated feature that analyzes all of the data on the contacts in your CRM, and uses that information to automatically score leads. 

The best part of HubSpot Predictive Lead Scoring is that it’s constantly learning. 

As you get new contacts and as contacts close in your CRM, HubSpot continues to compile that data and improve its lead scoring capabilities. If you want to learn more about how HubSpot Predictive Lead Scoring works, and how to use it to streamline sales, jump down to this section.

Now that you have a general sense of the lead scoring tools that HubSpot offers, let’s take a closer look at how to use both HubSpot’s manual lead scoring and predictive lead scoring tools. We’ll start with manual lead scoring, offered to all Professional and Enterprise subscriptions.

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How to Implement HubSpot Lead Scoring

To implement HubSpot lead scoring, you first have to know what makes a good lead. 

Talk to your sales team, look at the data you’ve got in your CRM, and consider interviewing a few customers to see what attributes make for a great, motivated lead. I’ll give you a few examples as we work through this step by step. 

Once you have an idea of what a good lead looks like, it’s time to set up HubSpot lead scoring in your HubSpot portal. 

1. Click the Settings gear in the top-right menu bar of your HubSpot portal.

2. Navigate to the Properties tab on the left side of your screen.

Settings_Properties_Lead_Score

3. Browse or search for the “HubSpot Score” property.

HubSpot_Score_Property

4. Click Edit

At this point, HubSpot will pull up a form that looks like this. 

HubSpot-Score-Positive-Negative-Attributes

Now is when we really get down to the lead scoring. 

You’ll see you have the option to add either positive or negative attribute sets. Let’s look at a couple of examples here: 

Setting Positive Attributes

Let’s say your sales team really wants leads from companies who make over a certain annual revenue. Here’s how we would set that up: 

Positive Attributes_Lead Score
  1. Click Add New Set
  2. Click Company Properties

3. Click Annual Revenue

Choose the revenue number that best suits your ideal lead. HubSpot offers a range of options, like “is greater than”, “is equal to”, or “is less than”. 

Positive Attributes_Set Score

Once you’ve chosen your ideal Annual Revenue, assign that attribute value by clicking on the little pencil next to “Score”.

EditScore_Lead Score

The value should make sense for the attribute. For example, if this contact fits your ideal revenue range AND fits your buyer personas, you might give that ad set a higher score, like a 2 or 3 to indicate to your sales team that this lead is a great fit. 

Once you’ve assigned a score to the attribute, click Apply Filter, and your HubSpot Score will go live. 

Setting Negative Attributes

The steps to add negative attribute sets are exactly the same as positive attributes. Negative attributes are assigned negative scores, rather than positive scores. 

For example, let’s say you don’t work in a certain region. You can assign a negative score to any contact that comes in from a region you don’t serve. This will bring their score down, so they’re not a top lead in your sales contact lists. 

Understanding HubSpot Lead Scoring “and” & “or” Sets

The last thing I want to touch on in this section is building stacking attribute sets. 

HubSpot offers both “And” and “Or” options that you can apply to your positive and negative lead scoring attributes. 

When you use “And” between two attributes, that means a lead must have both of those attributes to receive the score. 

For example, let’s say you have two positive attributes — one on annual revenue, and one on personas. 

If a lead fits into one of your personas and fits into your annual revenue, then they will receive the positive score. But, a lead who only has one of those attributes won’t get the additional lead score points. 

If you’d like that lead to get credit for just fitting into your buyer persona, you’d want to use HubSpot’s “Or” option instead. 

Your new positive attribute set would read, “Lead has annual revenue greater than $X, Or Persona is persona x“. 

By using this feature, your leads only need to fit one of these attributes to get the score. 

HubSpot lead scoring can sound a little scary, especially if you’re new to the platform. I’d encourage you to check out this handy, quick video HubSpot put together on lead scoring. It walks you through exactly how to set up positive and negative attributes. 

Watch through this video a couple of times, and then pull up this guide in a side-by-side window when you go to set up your HubSpot lead scoring. You’ll have a better idea of what to look for, and a step-by-step guide walking you through the whole process!

How to View Contacts With a HubSpot Lead Score

Now that you’ve set up your HubSpot lead scoring, HubSpot will automatically apply the scores you’ve set up to any new lead that fits the attributes you’ve created. You can see each of your contact’s scores by following these steps:

HubSpot Lead Scoring_Contacts
Contact Properties Filters

1. Navigate to Contacts

2. Click More Filters at the top of the contact list. 

3. HubSpot will populate all of the available filters. 

4. Type into the search bar “HubSpot Score”, and click HubSpot Score when it pops up. 

5. Choose your score from the available list. If you’re just starting, I recommend choosing “is known“.

This will populate all of the contacts that have been assigned a value according to your new lead scoring attributes, which you can then sort by highest to lowest.

6. Click Apply Filter

HubSpot Score_Contact Filter

Now, all of the contacts with a HubSpot score will populate in your contact list. You can organize the list in descending order to see leads with the highest score first. 

What is HubSpot Predictive Lead Scoring?

Congratulations! You made it through the hard part!

HubSpot’s manual lead scoring, which we just walked through, is the hardest part of HubSpot lead scoring. I’m confident that once you use it a few times, you’ll feel comfortable adding in positive and negative attributes, but it definitely takes a bit of getting used to. 

Luckily, HubSpot’s Predictive Lead Scoring is a tool that is automatically applied, which means there’s no step-by-step here at all. I’m just going to walk you through what HubSpot’s predictive lead scoring is, and how to access that data in your portal — you don’t have to set up a thing. 

The first thing to know about HubSpot Predictive Lead Scoring is that it is available in two properties, “Likelihood to Close” and “Contact Priority”. Let’s take a quick look at both: 

Likelihood to Close

This is a contact property that HubSpot automatically assigns to your leads based on a number of data points the CRM collects. This property is represented by a percentage. 

Likelihood-Desc.

So, if your contact has a 20% likelihood to close, that means that based on the data HubSpot has on the contact, their behavior, and compared to similar contacts your sales team has worked with in the past, this contact is only 20% likely to close in the next 90 days. 

A higher percentage is always better for this contact property. 

Contact Priority

This is another predictive contact property from HubSpot. For this property, HubSpot takes all of the contacts in your CRM, and splits them into four tiers: 

  • Very High
  • High
  • Medium
  • Low
Priority-Desc.

Again, HubSpot is pulling from both behavior and data in your CRM to predict which of your leads are the highest priority, and which might not be ready to make a sale yet. This is remarkably useful for your sales team, as they can use it to see exactly which leads they should be prioritizing at a glance. 

For both of these predictive contact properties, it’s good to know that HubSpot works to learn common patterns and behaviors and improve how it assigns leads over time. So, the more diligent your sales team is at logging contacts and activity in HubSpot, the more accurate these properties will become. 

If this is the first time you’re hearing about predictive lead scoring, check out HubSpot’s Predictive Lead Scoring Video from the HubSpot Academy. It’s a quick walkthrough of how predictive scoring works, and why it’s useful.

How to See Your HubSpot Predictive Lead Scores

Now that you know what these predictive lead scores are, let’s quickly go over how you find them and how you use them. 

HubSpot Lead Scoring_Contacts
Contact Properties Filters

1. Navigate to Contacts

2. Click More Filters at the top of the contact list. 

3. HubSpot will populate all of the available filters. 

4. Type into the search bar either contact priority or likelihood to close. 

5. Choose Is Known

6. Click Apply Filter

Contact Priority Known
Likelihood to Close Filter

Now, your contact list will show each contact’s predictive lead score. You can add another filter to show both Likelihood to Close and Contact Priority. With your list filtered this way, your sales team can see at a glance which leads are high priority and which are likely to close in 90 days. 

What’s the Point of HubSpot Lead Scoring?

So we went through all the steps. Now you can see each of your contact’s lead scores according to your assigned attributes, and according to HubSpot’s predictive property. 

So what? Now what do you do with it?

The options are endless, but the answer is simple.

Your sales team has the information they need to go after the highest priority leads at a glance. 

With lead scoring features like these, a sales rep can open up your contact list and see instantly who is a high priority based on your specific lead scoring settings. 

Contact Prioirty Is_HubSpot

This shaves serious time off your sales rep’s process and eliminates a lot of the clutter from their day. Now, instead of wading through a massive list of contacts, they can pull up High Priority contacts only, and organize their day based on the contacts who are most likely to convert. 

Lead scoring, especially in a system like HubSpot, is an exceptionally useful tool that can contribute to better, faster, and more streamlined sales. Lead scoring eliminates a lot of the busywork of sales, helping your team focus on delivering the right message, to the right, qualified leads, at exactly the right time. And when you’re doing that, you’re going to see serious growth. 

New to the HubSpot Sales Hub? As a HubSpot Solutions Partner, we’ve got the team and the training to help you get comfortable using all of those new tools to streamline sales and close more deals. Get in touch with us to learn more about tools like lead scoring, sales sequences, and more. 

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Evenbound Becomes A Platinum HubSpot Solutions Partner

Evenbound Becomes A Platinum HubSpot Solutions Partner

Evenbound Becomes A Platinum HubSpot Solutions Partner

evenbound-hubspot-solutions-partner

Grand Rapids, Mich.  Today, Evenbound announced that it has reached the Platinum level of HubSpot’s Solutions Partner Program. HubSpot, a leading growth platform, works hand-in-hand with partner experts to grow their businesses through marketing and sales software, services, and support. This upgrade to Evenbound’s Solutions Partner status comes in spite of a shaky market amid a global pandemic. 

“Our growth journey has been exciting and this step is just another indicator that we’re on the right path. Climbing to Platinum HubSpot Solutions Partner is particularly notable while in the middle of a global pandemic. It’s challenging out there, but we’re finding a way. That’s what great teams do, they find a way.”

John HeritagePresident, Evenbound

The Solutions Partner Program is a global community that believes putting customers first is the key to growth, and enables its members to offer a wide breadth of more sophisticated solutions across the entire customer experience. 

“Since I began working with the Evenbound team two years ago, I’ve been consistently impressed by their deep understanding of results-driven strategy & execution, commitment to industry & product mastery, and perhaps most importantly, their customer-first approach to everything they do. I couldn’t be prouder to celebrate this milestone and look forward to seeing them continue to grow their agency and partnership for years to come.”

Suzana Mihajlica – HubSpot Senior Channel Consultant

A full-service digital marketing and growth agency, Evenbound works with a variety of clients in B2B and B2C industries to deliver qualified traffic and leads that support long-term growth. HubSpot is a significant component of the agency’s service, and they support clients on the platform with customized onboarding, personalized marketing training and sales enablement solutions. Notable milestones and achievements include:

  • 25 clients supported on the HubSpot platform.
  • Increased workforce headcount by 35% during Covid-19 pandemic.

About Evenbound

Evenbound is a full-service digital marketing and growth agency and a HubSpot Platinum Partner Agency. They use a variety of proven digital marketing tactics like content marketing, email marketing, inbound marketing, paid search advertising, and more to deliver their clients the qualified traffic and leads they need for serious growth. The Evenbound office is located at 41 Washington Ave, Suite #390 in Grand Haven, MI.

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Email Automation 101: HubSpot Sequences vs. Workflows

Email Automation 101: HubSpot Sequences vs. Workflows

Email Automation 101: HubSpot Sequences vs. Workflows

Welcome to email automation 101! This blog is going to focus on two specific ways to implement email automation using HubSpot — through their Sequences and Workflows tools. This information is great for anyone who is new to HubSpot services or is new to their email marketing tools.

Whether you’ve been using email automation since the dawn of dial-up, or if this is the first time you’ve ever scheduled an email, this blog is designed to help you navigate email automation through the HubSpot tool specifically.

(If you’re looking for more general, non-HubSpot-specific info on email automation, check out this blog on Email Workflow Best Practices, and this blog on Inbound Marketing Automation). 

With all of that in mind, let’s get down to it. What’s the difference between HubSpot Sequences vs. Workflows?

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HubSpot Sequences vs. HubSpot Workflows

The most basic difference in the two tools is that HubSpot Sequences are a sales tool, and HubSpot Workflows are a marketing tool. 

You have access to HubSpot Sequences with a Sales Hub Professional or Enterprise subscription, or a Service Hub Professional or Enterprise subscription with a connected personal inbox. 

You’ll have access to HubSpot Workflows with a Marketing Hub Professional or Enterprise subscription. 

Let’s take a clear, straightforward look at the differences between HubSpot Sequences vs. Workflows with this chart. 

If that’s all the information you need, great. If you’re looking for more explanation, keep reading past the chart, and we’ll dive a little deeper. 

Breaking Down Key Differences Between Sequences and Workflows

HubSpot Sequences vs. Workflows Chart

So that’s a lot. If you’re new to email automation, that might look a little overwhelming. 

Let’s look more closely at both HubSpot Sequences and Workflows. 

HubSpot Sequences: The Breakdown

HubSpot Sequences are designed to help your sales team reduce some of the time they put into repetitive communications. They can pull email templates set up in the “Templates” tool right into their inbox, where they can send out personalized, 1-1 content that nurtures those hot or warm sales leads they’ve already connected with. 

HubSpot Sequences are:

  • Customizable & Targeted. A sales rep can change the template in their email tool to tailor the message specifically to the hot lead they’re working with. 
  • Simple. A sequence email looks like any other email you’d get directly from a real person. They don’t feature a lot of images or styling. 
  • Direct. Sent directly from the sales rep’s inbox to the lead. 
  • Automatically unenrolled. The minute a lead responds to the sales rep, they’re unenrolled from the sequence. 
HubSpot Sequences are not:

  • Bulk Communication. Sequences are manually enrolled and can be sent to a max of 150 people per day. They’re meant to be 1-1 communication, rather than a sales campaign.
  • Metric Reporting. The only information you’ll get from a Sequence is whether a contact opened or replied. You won’t get metrics like click-through-rate. 
  • Automatically Triggered. Only people can trigger sequences.

    With a clear picture of what Sequences do and don’t do, here’s an example of when a Sequence might be useful. 

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    An example of when you might use a HubSpot Sequence

    Let’s say your sales team knows that your pricing sheet is a great piece of content that usually speeds up the decision making process. If they have a hot lead, they can use their “Pricing Sheet Sequence” to automate that communication a bit. 

     That might look something like this: 

    • Your sales rep sends out the first email with that pricing sheet and a meeting link. If that contact responds or books time to connect with the sales rep, that contact is automatically unenrolled from the sequence. 
    • If they don’t respond, another email might go out in 24 hours. This email might ask if the lead had any questions, and prompt them to schedule time with the rep to follow up. 
      • If they follow up, they’re out of the sequence. 
      • If they don’t they move onto the third (and usually final) email. 

    How HubSpot Sequences save your sales team time

    Sequences make frequent, regular communication a little easier. Your sales reps start with an email template that they can send straight out to the contact from their inbox or customize as necessary for that unique contact. 

    Follow-up is automatic, ensuring you keep that lead hot as they get ready to make a purchasing decision. 

    Sequences are a great method for nurturing and closing hot leads. They’re best sent individually to the leads who your team knows are ready to make a decision. 

    HubSpot Workflows: The Breakdown

    HubSpot Workflows are a marketing tool designed to nurture warm, lukewarm, and even cold leads. They’re often sent to bulk lists and are highly stylized. Most workflows are designed to give leads more of the information they want or need to help move them towards a purchasing decision. 

    Pro Tip:

    Workflows can also be used to trigger contact property changes, tasks for your sales or marketing team members, and more. Check out this workflow we use to send a text to a designated team member anytime someone chats a bot on our site.

    Though email automation is the primary use for HubSpot workflows, you can also use them to assign leads who take specific action to a corresponding contact list, trigger tasks for your team to reach out to those leads, and more. 

    BotWorkflow Example
    HubSpot Workflows are:

    • Automatically Triggered. Workflows are automatically triggered by specific actions you set, whether that’s a lead downloading a guide or interacting with a chatbot.
    • Sent Through HubSpot.  Rather than sending a 1-1 email, workflow emails are sent through HubSpot. You can change the “from” address to whatever you want, from a team member’s email address to your general marketing or info email.
    • Delayable. You can set up workflows with flexible time frames. Send an email one day, and then delay the follow-up for three days or even a week.
    • Dynamic. Add in as many pictures, videos, and visual components as you like. These emails are stylized in the HubSpot email tool, where you can use the drag and drop editor to create what you like.
    • Compatible. You can have one workflow trigger another workflow if you like. The customization options are endless and robust. 
    • Reporting. Workflows offer many metrics, from what links are clicked to the open rate, and more. As a marketing tool, you have access to marketing metrics associated with each workflow.

    HubSpot Workflows are not: 

    • Automatically Unenrolled. A contact will experience the full workflow unless you set a goal criteria that ends the workflow early for contacts who take a specific action. 
    • 1-1 Communication. These are bulk emails sent to specific, segmented contact lists. While you can implement personalization tokens, all replies will go to the same “from” email address.
    • Tracked by Reply. Anyone can send a workflow through HubSpot. Since these emails aren’t tied to a specific inbox, HubSpot cannot track replies. You will still see replies in the inbox of the “from” email address. 

    We already showed you an example of HubSpot Workflows setting tasks internally with our chatbot, but here’s an example of when an automated workflow would be helpful to your marketing team.

    An example of when you might use a HubSpot Workflow

    Let’s say your marketing team has just developed an awesome content offer. You know that when someone downloads this content offer, they’re a qualified lead. A workflow can continue nurturing that lead for your marketing team until they’re ready to talk to a sales rep. 

    Here’s how you might use a HubSpot Workflow after a lead takes the action of downloading a content offer. 

     

    EmailWorkflowExample
    • Immediately after the person downloads your content offer, you send them a “Thank You” email, with another link to download the offer, just in case they navigated away from your landing page before they saved the download. 
    • Three days later, your workflow sends them a follow-up email. It asks if they have any questions, and provides another piece of content that will be relevant to them, based on the content they’ve already downloaded. 
      • If that person downloads the second piece of content, you might send them a third email a few days later with an option to book time with a sales rep. 
      • If that person doesn’t download the second piece of content, you might send them a follow up encouraging them to reach out with any questions. Your workflow could then assign that lead to your “Newsletter” contact list, where they’ll get regular, monthly communication until they take another action that indicates they’re warming up. 

    This is a short example of a workflow. Yours can be much more in-depth than this, offering a variety of options based on every action that contact does or doesn’t take, but this is an initial example that’s a good use case for a basic workflow. 

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    How HubSpot Workflows save sales AND marketing time

    Workflows eliminate a lot of wasted time, both for sales and marketing. Workflows help nurture warm or cool leads without much work on the part of your marketing team. If a lead does take an action that indicates interest, your workflows can auto-notify the appropriate person on your team.

    HubSpot Workflows function as another marketing expert on your team, talking to your lukewarm leads for your marketing pros, and bringing them in only when it’s a good use of their time. 

    This helps your marketing team spend more of their time on the leads they know are warming up. This in turn ensures that your sales team only gets leads that are hot — ready to make a purchasing decision. 

    HubSpot Sequences vs. Workflows: Which To Use, When?

    Now that you’ve got a better idea of what Sequences and Workflows do, and what they don’t do, you should have a clear picture of when to use Sequences, and when to use Workflows. 

    As a general rule, if it’s not 1-1 communication, and you want to send a message out to a list of contacts, a workflow is your best bet. 

    If you’re working to close a hot lead or send out personalized communication to a contact your sales team has already talked to, then Sequences are the tool to use. 

    They help you deliver the right message, to the right person, at exactly the right time. 

    Now that you know more about how both email automation tools work, get your hands dirty! Set up your first workflow, or get building out your sales templates. Once you start using them, you’ll be able to see the unique benefits of each first-hand. 

    Let us know how your email automation with HubSpot goes! Are you loving the workflow and sequences tools? If you run into any questions, or if you just can’t seem to get your workflows working the way you’d like, just let us know. We’re a HubSpot Gold Partner Agency, and we’d be happy to answer any questions you’ve got about Sequences, Workflows, and more. 

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    Understanding the HubSpot Flywheel

    Understanding the HubSpot Flywheel

    Understanding the HubSpot Flywheel

    If you’ve been using HubSpot services or inbound marketing for a while, or if you’ve done any kind of marketing or sales work in the past, you’re probably familiar with some sort of funnel. A marketing funnel, a sales funnel, a buyer’s journey funnel — the list goes on. 

    For years, we’ve all used a funnel model to track our marketing and sales leads’ progress towards making a purchase. And while that worked alright, you’ve gotta admit it’s pretty linear. 

    People come in at the top of the funnel, and they leave at the bottom. 

    While that’s a nice, tidy way to think of leads, prospects, and customers, it doesn’t do a lot to keep the momentum going. As soon as a customer makes a sale, they drop out of your sales funnel, never to be seen again. 

    But, we know that pulling in and converting a new customer can cost 5x more than retaining an existing customer. The marketing or sales funnel just doesn’t illustrate this well. 

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    What is the HubSpot Flywheel?

    It’s an updated method of conceptualizing how your marketing and sales efforts affect your customers and your company’s overall growth. 

    It looks like this:

    You’ll notice some similarities here with the original HubSpot inbound marketing funnel, but also some differences. 

    Let’s talk a little about what each of those stages mean:

    Attract

    The attract stage focuses on drawing in new, qualified visitors, usually to your website. 

    This is fundamental to inbound marketing methodology — drawing visitors in with high-quality content that answers their questions and solves their pain points is considerably more effective than pushing your message out to a general, unqualified audience. 

    To attract qualified visitors, you’ll want to:

    • Identify who a qualified visitor is — what are their pain points? What are they looking for? What information would be helpful to them?
    • Develop content that addresses those questions and pain points. 
    • Publish and promote content on your website, social media platforms, and more. 

    Your goal in the attract stage is to draw more visitors to your site, introduce them to the product or service you offer, and then answer any questions they may have about it. The key here is drawing in qualified visitors, which you achieve by developing targeted content that is specific and relevant to the leads you’re hoping to pull in. 

    Engage

    From the attract stage, you continue to circle visitors through the HubSpot flywheel by engaging them in a specific, personalized way that delivers the best experience possible. 

    The engage stage focuses on making a connection with those visitors as they become qualified leads. You may provide content offers and more in-depth resources that help them through the consideration stage of buying, or you may engage directly with potential leads and existing clients over social media platforms and through email marketing strategies. 

    Engaging with your leads and customers helps build authority and trust. When you have a solid, positive relationship with new leads and even existing customers, they’re more likely to turn to your company when they’re ready to make a purchasing decision. 

    Delight

    Once a lead has chosen to purchase your product or service, you continue to delight them with the highest caliber service, and additional content that helps them better use your product and engage positively with your company. 

    This turns your customers into promoters: they love your company and the products you deliver and are happy to share their great experience with other consumers. 

    Each stage of the flywheel highlights a specific stage of the buying process, and there are specific inbound marketing tactics you can use at each one. We wrote a guide about which inbound marketing tactics to use at each stage of the HubSpot flywheel, if you want more info there. 

    How the HubSpot Flywheel Is Different

    Okay, so now we get the general premise of the inbound marketing flywheel  — attract, engage, and delight. It’s not so different from the old-school funnel, right?

    Well, not exactly.

    Though many of the stages are the same, the fundamental premise of the flywheel vs. a funnel is what’s important. 

    Rather than thinking of each customer having a specific start and end point with your company, they’re always at the center of your flywheel. 

    Your communications with a customer shouldn’t end just because they’ve made a purchase. By keeping that customer at the center of the flywheel, and continuing to deliver content, support, and service that’s relevant to their needs, you keep your flywheel spinning. 

    Customers who made a purchase might flow automatically back into the attract or engage stage as they consider additional services or products that your company offers. 

    It’s this fundamental change — putting the customer at the center of your flywheel, and visualizing it as a continuous circle, rather than a funnel — that sets the flywheel apart as a more efficient and productive marketing and sales model. 

    Check out HubSpot’s transformation video for a visual:

    You’ll see in the funnel, the customer makes up a very small percentage of the total funnel. What’s more, they’re almost portrayed as an afterthought. 

    Why the HubSpot Flywheel Works

    The inbound marketing flywheel puts customers at the heart of everything you do. 

    You can use the positive relationships you’ve built with existing customers to attract and engage new leads, convert new clients, and delight customers that help you continue attracting new ones. 

    When done properly, the flywheel spins in perpetual motion. 

    The flywheel lends itself much more to a holistic inbound marketing approach, where every customer, lead, and visitor matters. Because really, they do. 

    When you’re visualizing your marketing and sales efforts in a flywheel, rather than in a funnel, it’s much easier to remember how important each contact is to your company’s growth. 

    We hope this blog helps you understand the HubSpot Flywheel just a little bit better. If you’ve got more questions about how the flywheel works, or about how to pair it with your existing marketing and sale processes, the Evenbound team is here to help.

    Let us know what kind of support you’re looking for — we’re happy to answer questions about anything ranging from marketing to sales to HubSpot services, and even company growth. 

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    Email Automation 101: HubSpot Sequences vs. Workflows

    Solved: 4 Common HubSpot Onboarding Challenges

    Solved: 4 Common HubSpot Onboarding Challenges

    Investing in HubSpot is an exciting move for any team. You’ve got a full suite of robust marketing and sales tools, right at your fingertips! 

    You have everything you need to start making marketing and sales changes that will deliver serious results in the form of more deals closed and overall company growth. 

    But, before you can reap all of those benefits, you’ve got to get through the HubSpot onboarding process

    Let’s first clarify by saying that the HubSpot onboarding process isn’t as intimidating as it sounds. 

    There is some upfront work, and for any team, a major change in the way you conduct business is going to take a bit of work. But, it doesn’t have to be headaches and stress. 

    HubSpot onboarding can be a fun, exciting process, especially if you come into it with a positive attitude, and a plan to tackle some of the most common challenges teams run into. 

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    With that in mind, here are 4 of the HubSpot onboarding challenges we see the most often with our own clients, and the solutions we use to navigate these challenges efficiently, so our HubSpot services clients get up and running, and seeing benefits, improvements, and results as soon as possible: 

    HubSpot Onboarding Challenge #1

    Transitioning the Team

    In nearly every onboarding we’ve facilitated with clients, transitioning the whole team onto HubSpot tends to be one of the greatest challenges. 

    Your team is already busy. They’ve got sales calls to make, meetings to attend, quotes to write up, and more. Sales reps already have a full-time job (selling), and adding one more thing to the plate can feel overwhelming. They’ll get to HubSpot, but when they have time. 

    The problem is that if it’s not a priority, they won’t ever have time. 

    One of our HubSpot Certified Trainer’s favorite quotes is: 

    It’s all well and good for your team to sit down together for one big onboarding meeting, but everyone has to commit to using the tool regularly if you want to see results. And that’s a challenge. 

    It’s hard to get an entire team to do anything at once, much less learn a new tool and transition their sales process to a CRM they’re not familiar with. 

    The Solution:

    Make HubSpot onboarding a priority

    It sounds simple, but I think we all know that in practice, it’s not. 

    We’ve said this before, but it’s still a helpful tip: Get your team to commit to using HubSpot just 5 minutes a day. 

    Have everyone set up a daily reminder for themselves to spend just 5 minutes a day entering new contacts into the CRM or assigning deal stages to each of their leads. 

    This is fairly easy work to do, and even spending just 5 minutes a day in HubSpot will help them build a habit of logging into and working in the platform. 

    Another solution?

    Make HubSpot a Team Event

    Everyone can meet up, either virtually or in person, and spend an hour organizing their contacts in the CRM. 

    This is a great time for your team to collaborate — to talk about what tools they’re loving in the CRM, and what problems they may have come across. 

    Not only will regular team meetings help enforce the importance of using HubSpot, but it provides an opportunity to get the team together to share helpful information and tips that will help everyone improve. 

    HubSpot Onboarding Challenge #2

    Making Sure Your Process is Compatible with HubSpot

    For many companies, transitioning to HubSpot is a way to make the sales process easier. A tool like HubSpot gives you greater visibility and transparency into all the deals that everyone is working on, and it makes it so much easier to connect with the leads that can provide the greatest returns. 

    The problem that often arises, though, is that in onboarding to HubSpot, many sales teams realize their process isn’t compatible with the HubSpot tool. Don’t panic, this is totally normal and can be fixed. 

    Maybe your sales reps have all been using different sales processes. Maybe they all have their own literature they like to hand out. Maybe every sales rep has a different idea of what a qualified lead looks like. Maybe your sales process just isn’t standardized.

    This is a challenge that can cause a little bit of paralysis by analysis for any sales team. “Great. We’ve got this new sales tool, and our sales process doesn’t fit into it at all.”

    Take a deep breath, and keep on reading. There’s a solution here that will deliver serious results for your team.

    The Solution:

    Sit down as a team, and optimize your sales process.  

    The HubSpot CRM is built to optimize sales processes. If yours doesn’t immediately fit into the HubSpot CRM, that just means there’s a bit of room for improvement. 

    It’s good to know that HubSpot makes a lot of allowances for customizations all the way through the sales process, so you absolutely won’t be boxed in, but it does work to streamline your sales process by promoting standardization and repeatability. 

    Here’s how you adjust your sales process to ensure it’s compatible with HubSpot:

    Define what a lead is:

    Your team has to figure out what a lead looks like to them. Define each of these:

    • New leads
    • Warm leads
    • Hot leads
    • Cold leads
    • Customers

    Define your deal stages:

    Now that you know what your leads look like, what do you do with them? This is where your sales process comes in. What is the process your team uses to move a new, warm, or hot lead from an opportunity to a sale? 

    Each step of that process is called a “Deal Stage”. Figure out what deal stages make up your whole sales process, and define them for your whole team. A few common deal stages might include:

    • Opportunity
    • Customer contacted
    • Proposal Sent
    • Followed-Up
    • Closed-Won
    • Closed-Lost

    Set it up in HubSpot

    Once you’ve defined what a lead is, and how your team will handle each of those leads as they move through your sales process, you’ve done it! You’ve made your sale process compatible with HubSpot in two steps. 

    Now you can set all of that up in HubSpot. For help here, refer to the next challenge: Knocking Out the Upfront Workload. 

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    HubSpot Onboarding Challenge #3

    Knocking Out the Upfront Workload

    Transitioning to any new CRM is work. HubSpot is no different. It’s an awesome CRM, with wicked sales and marketing tools that can facilitate serious success. But, like any new tool, there’s some upfront work involved. 

    Imagine you were painting a room in your house. You could just pick up the paintbrush and go to town, but without any prep work, you’re going to have a sloppy finished product. A quality paint job takes careful taping, prepping any rough surfaces with a bit of sanding and primer, and a little bit of thought into which paint color you’re going to go with. 

    Onboarding to a CRM like HubSpot isn’t much different. You’re going to get out of it as much effort as you put in. 

    There is some upfront effort that goes into onboarding — you have to bring contacts into the new system. You have to determine what your sales deal stages look like. You have to set up a sales process that works for you, and you have to lay it out in the CRM. 

    This might feel like a lot of work. That makes it hard to even think about tackling, which halts your entire onboarding process. It’s a challenge that a lot of our clients run into. Here’s how we work to solve it. 

    The Solution:

    Assign one person to facilitate the upfront work

    A great way to make sure that all the upfront, onboarding work gets done is to assign someone to own it. 

    For our clients, that’s usually our HubSpot Certified Trainers. 

    Our team handles a lot of the upfront work, like bringing all existing customers into the CRM, setting up deal stages, building out a pipeline, etc. It’s a big benefit of working with a HubSpot Partner Agency — some of that hard, tedious work is just handled for you. 

    If you don’t have a HubSpot Partner or HubSpot Certified Trainer: 

    Assign someone on your team to own your onboarding process. Make this their primary responsibility for right now, and give them the flexibility they need to really commit to it. 

    They can do the work of figuring out:

    1. What your team needs to do to onboard successfully
    2. When it needs to happen
    3. Who can handle which tasks

    Think of them as your HubSpot project manager. They take the full project, and break it down into individual tasks with deadlines according to when you want to be fully functional on the HubSpot platform. 

    They can then assign individual tasks out to other team members, helping everyone stay accountable. 

    With clear direction and leadership, all of that upfront work that seems hard and a lot to tackle is easily broken down into manageable pieces and completed on a timeline that works for your team. 

    HubSpot Onboarding Challenge #4

    Investing in a Long-Term Solution and Expecting Short-Term Results 

    Another problem we see often when we’re bringing new teams onto HubSpot is the need for immediate results. 

    But, making a transition to a brand new sales tool and CRM is a walk/run process. You probably won’t see your sales numbers increase exponentially in a week. But if your team really invests and does the work, you’ll start to see serious results the more you use the platform. 

    Realistically, it’s going to take a month or two to get your team on board and using HubSpot daily (see challenge #1). Until that happens, you aren’t likely to see a massive upswing in sales. That said, you are going to see improvements. 

    The Solution: 

    Know what you’re looking at and identify the improvements that matter.

    You’re probably not going to see immediate results, but you are going to see immediate improvements. 

    The best way to beat the challenge of investing in a long-term solution and expecting short-term results, is making sure you’re looking at the results that matter right now.

    Focus on the improvements you have made:

    • Is your sales process a little easier to understand?
    • Does your sales team feel more cohesive?
    • Can you easily visualize all of the deals you have in your sales pipeline?  
    • Does your sales team feel like they’re spending less time on admin work, and more time on selling? 

    Those are all major wins, especially if you’re moving over from a CRM that wasn’t working for you, or from no CRM at all. 

    Though initial wins might not look like a bump to your bottom line right now, these are all real-time results that will matter in the future.

    Keeping the right perspective is the key to keeping your team invested in this new transition, and realizing how much positive change this new investment is making for your company. 

    Yes, HubSpot onboarding will eventually deliver huge dividends in terms of increased sales numbers and closed deals, but before that happens, you have to get the actual work and training under your team first. 

    HubSpot onboarding might sound like a long process, but with the right attitude, and a dedicated team, you can have everyone up and running in the CRM in less time than you think! Whether you’re considering making the switch to HubSpot, or you’ve hit a roadblock in your HubSpot onboarding process, we hope these solutions help. 

    If you’ve got more questions about the HubSpot CRM, HubSpot Sales tools, or HubSpot Onboarding, our team is here to help. With a full suite of HubSpot Services and HubSpot Certified Trainers on staff, we’re happy to answer any question you might have.

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