If you want to grow your business with a unified marketing, sales and customer service platform, HubSpot is the tool for you.
The CRM is the foundation of the platform, and all of its tools (or ‘Hubs’) are built on top of it. Each of these ‘Hubs’ serves a different purpose, but they all work together seamlessly.
1. Create a Customer Journey
Rather than a linear journey from problem awareness to purchase, buyers today travel through a tangled web of information and interactions with brands. It’s your job to map this journey and understand its stops, so that you can provide experiences that buyers expect.
HubSpot’s CRM and the rest of their tools offer this capability in a single platform designed to grow with your business. You’ll find everything from their free CRM that comes with a million contacts and basic marketing tools to the Enterprise level Growth Suite that provides all four of the hubs.
Create a new journey report by clicking the CRM menu in the left sidebar, then click the Journey Report button. You’ll be able to select the data source (Contacts or Deals) and add up to seven stages for your report. You can also include branches for each stage by clicking the Add a branch section. This will allow you to set up two different pathways for a contact or deal to complete, and it will show you their total conversion rate at each stage.
2. Track Every Step
Once your content path is set up, the next step is tracking every interaction your contacts have with your firm – from their initial meeting to signing their contract. This can be done with HubSpot’s Customer Journey Reporting.
The platform has a variety of tools that can be utilized for each stage of the customer journey. For example, marketers can take advantage of a tool to conduct A/B testing, salespeople can utilize predictive dialers and service agents can use ticketing solutions.
Moreover, the platform is easy to create with a user-friendly interface and a host of pre-made templates. This saves businesses time and energy when it comes to creating marketing assets such as landing pages, forms and emails. Additionally, it makes it simple to track the effectiveness of campaigns and optimize them on the fly. Lastly, the customer feedback solution allows you to gather valuable insights from your customers and clients. This can help you enhance customer satisfaction and loyalty.
3. Automate Your Marketing
For marketers, having a clear understanding of the customer journey helps to break down sales and marketing silos. By unifying teams around a common goal, it opens up communication and increases transparency to make sure no leads or issues fall through the cracks.
With HubSpot’s CRM, you can easily connect your team to your buyers by creating email automations and workflows. Start by using the classic or drag and drop email editor to create an email template and activate the “Saved for Automation” option in the email settings. Using this setting will allow the email to be sent via a marketing workflow, deal or ticket personalization workflows or both.
Keep your data clean by performing a monthly data review to spot and resolve immediate problems. Identify and merge duplicate contacts with the help of the built-in duplicate management tool to ensure you have a unified and accurate CRM.
4. Get Started Today
We’ve heard it ad nauseum: “you can’t manage what you don’t measure.” In the case of CRMs, HubSpot is one of the most powerful tools to use for marketing, sales and customer service.
To make it work for your business, you need to collect data seamlessly from every channel where you talk to leads and customers. That means email, chat, calls and more. Intercom and Hubspot together can help you qualify leads based on conversational cues, segment them appropriately, and arm your team with actionable information before the first in-person meeting.
Another benefit of using HubSpot is that it organizes all communications, emails, notes and calls in a single, intuitive dashboard called Timeline. You can even store email templates and sales content (like scripts or follow-up standards) here. This allows your entire team to easily stay organized and get more done without having a dozen tabs open at once. This also helps ensure they don’t miss any opportunities for new customer conversations and referrals.
