If you are familiar with the B2B marketing industry, it’s extremely likely you’ll have heard of HubSpot. The Customer Relationship Management (CRM) and marketing automation tool claims to be a one-stop shop for all your customer-facing needs. The tool includes suites for marketing, sales, and customer services. However it goes further with a CRM that integrates them. But why go HubSpot? What is it that makes Hubspot special? I’ll be honest, I’ve been using HubSpot since 2013 so I’m a fan of the software but I don’t have blinders on either. I can see the positives and the negatives of the tool.
Why Go HubSpot? Understanding HubSpot
Hubspot is an online platform equipped with a selection of software tools intended to cover all your contact-facing business marketing needs. Hubspot divides this into three key service offerings.
1. the Marketing Hub
2. Sales Hub,
3. Service Hub
All of which can be bought on their own but are designed to work together, via their CRM.
HubSpot got its start as an Inbound marketing tool way back in 2006. Over the years, it’s expanded and evolved into more of a holistic engine for growth, endeavoring to support your business growth at every stage of the customer acquisition and management process – which according to HubSpot, is circular. Enter, the Flywheel model.
Why Go HubSpot? The Flywheel Model
At the heart of the Flywheel model is the understanding that today’s customers speak up – and speak to each other. It’s intended to demonstrate the momentum gained by aligning your entire business around a great customer experience. It’s best illustrated by a graphic:
The premise of the Flywheel involves your leads moving through the different phases: from being a stranger to your business, to considering it a prospect, to becoming a confirmed customer. This might otherwise be known as moving through the funnel.
In the Flywheel model, these phases are less segmented, and customers are not the final role for those who interact with your business. A happy customer may refer their friends, post reviews about the service they’ve received on social media, and generally promote your business, attracting strangers to your business and converting them into prospective customers. Hence, the Flywheel:
Strangers → Prospects →
← Promoters ← Customers
Why Go HubSpot? A "Hub" Of Tools
Hubspot’s tools work together to allow your sales team, your customer service advisors, and your marketers to play from the same songbook. To illustrate this, let’s do a quick run-down of HubSpot’s main offerings:
- Tools to help your business be discovered online and gain brand recognition, including tools for SEO, social media, blogs, ads, and content strategy.
- It also helps you convert and nurture your leads via email marketing, chatbots, marketing automation, A/B testing, video, live chat, forms, and smart content.
- Finally, the Marketing Hub allows you to track your revenue, via attribution reporting, website traffic analytics, and campaign reporting.
- Helps you boost and organize your outreach, through task automation, Google and Outlook integration, email tracking and notifications, and email sequences.
- Keep prospective customers accessible with options for meeting scheduling, live chat, 1:1 video, and implementing tasks and activities.
- As with Marketing, Sales allows you to track your developments, via rep productivity performance, pipeline management, and deal forecasting.
- The Service Hub allows you to easily track your customer conversations, via conversation inboxes, ticketing, live chats, and team email.
- Provides tools to delight your customers at scale, including templates, ticket automation, task automation, HubSpot’s knowledge base, and 1:1 video.
- Measure and improve the service you offer, through customer surveys, time to close reports, tickets closed reports, and rep productivity performance.
The CRM is slightly different from the others here, as it acts as the unifier, bringing your marketing, sales and service people together, through:
- Contact management and streamlined access to company records and databases across departments.
- Easily share contextualizing company and contact activity and insights across teams.
- Deepened understanding of customer communications, via a reporting dashboard, tasks, ticketing, team email, conversations inbox, and other tools.
HubSpot for B2B Tech Companies
B2B Tech is complex, and it can be a challenging space to sell in. Unlike selling clothing or homeware, converting customers in this industry often means educating them first on the value your solution provides to their business. Usually, this means nurturing your leads through content marketing, and strategic PPC is essential.
What makes HubSpot so powerful and popular with B2B companies is it offers extensive, digestible data on where your best leads are from and perpetual insights into their behavior. Further to that, it lets you segment and nurture leads swiftly and straightforwardly. This superior knowledge of your target audience allows you to craft highly effective content marketing, creating a valuable feedback loop of qualified leads and thought leadership.
Why Go Hubspot? Exploring Alternatives
There are also other full-suite CRM tools on the market, notably SalesForce and upstart alternatives like Zoho CRM. And there is always the option of using separate tools for different aspects of your business. Ultimately, the best CRM for your business will depend on your unique circumstances and the tools you require.
Why go HubSpot? When your internal teams are fully occupied with their respective roles, it can be easy for wires to get crossed and opportunities to be missed. This wastes time. HubSpot is prized for removing a lot of that pressure from management and ensuring synergy and efficiency among your team members.
At Nituno, we partner with B2B tech companies for mutual success. We use inbound, outbound, and paid marketing techniques to grow your business, drive your sales and fulfill its potential. HubSpot quite not performing for your business? Let us work on your HubSpot deployment today.