As an all-in-one sales management and inbound marketing solution, Hubspot makes for easy tracking and seamless data collection. As you know, the features couldn’t be more comprehensive. Within this single platform, you’ve likely been managing your website, optimizing your content, coordinating your email outreach, and promoting content on your social media channels. You utilize its tools to help improve search rankings and get better leads.
In this blog, we explore six different ways to maximize the return of your HubSpot investment.
Conduct a HubSpot Audit
A comprehensive HubSpot audit can help you to articulate your short-term and long-term inbound marketing and sales goals. Using historical data, you can check whether you set specific and realistic goals. While you’re at it, you should organize your data by defining customer profiles and target personas and setting clear benchmarks and KPIs to track performance.
Finally, set clear timelines for the goals and benchmarks you get, and communicate these with your teams. Delegate responsibility according to each team member’s role and proficiencies.
Align Sales + Marketing Goals
The success of customer acquisition and retention efforts depends on the level of collaboration between sales and marketing. This is where HubSpot sets itself apart as a one-stop-shop for both sales and marketing automation (more on this later).
Your sales and marketing teams should have similar goals, including lead qualification specifications and handover from marketing to sales protocols. Proper communication between the teams will ensure that potential and existing customers enjoy seamless services.
Regarding your HubSpot implementation, it helps create a service level agreement detailing HubSpot processes, set up marketing and sales tools, and train both teams on how to use the platform to work collaboratively.
Organize the Database
Cleaning up our database will increase the quality and productivity of sales and marketing teams’ workflows. Cleaning up is about removing clutter, duplications, and any other irrelevant data according to your current ROI goals.
Having cleaned up, you can target and segment your leads more efficiently, select sales and marketing efforts to generate qualified leads, and improve persona identification for better service and outreach. Once you have audited your HubSpot implementation, aligned goals, and KPIs, and organized your database, other ROI maximization efforts will be easy.
Understand Customers + Their Needs
You should understand your customers and their unique needs, challenges, desires, and defining criteria to take full advantage of your HubSpot solutions. Many IT companies’ sales and marketing efforts fail because their value proposition does not align with their customers’ needs. It is critical to understand what your customers need, why they need it, and how you can engage with them.
Creating an accurate buyer persona provides insights to help your decision-making: making the right choices for the right clients/prospects at the right time. You can create targeted marketing campaigns to rope in more qualified leads. You can use HubSpot to implement these insights, and remember to optimize the software as your customers’ and prospects’ needs continue to evolve.
Remove Dead-End Leads
Regardless of the specific outreach channel, investing resources on dead-end leads becomes a loss to the business. For certain digital marketing efforts, such as PPC, you often end up paying for leads who are in no way interested in your business/products and services.
Using HubSpot, it is possible to sideline dead-end leads using negative lead scoring metrics and events. Your target keywords are positive – you choose these when creating your ad for search engines.
Conversely, negative keywords are the words and phrases that seem to be related to your products/services/industry but aren’t really. These keywords can trigger your ad to show up because of a search query when, in fact, the prospect is not interested in your offerings.
Just like your positive keywords, it would be helpful to define your negative keywords and designate them as such in your AdWords campaigns. Otherwise, you bleed resources towards showings and clicks you won’t close.
Practice Progressive Profiling
Because of the current nature of advertising, customers are reluctant to offer personal information – even email addresses – for fear of being spammed. But as we mentioned, it is critical to understand your ideal customer base to create compelling content that targets them. Progressive profiling will help you to gather information about customers as they move through the buyer’s journey.
Gated content for leads as they move along is the easiest way to harvest information about prospects. The first step is getting their email address, after which they enter your sales funnel. Through lead qualification, you can gently get more information about the customer to place them correctly in your database.
You will gather more details about the customer as they seek to learn more about your offerings. If you can speak to them, you can also ask for more information to evaluate the best ways to engage with them. Using progressive profiling, you can generate more qualified leads, increase conversion rates, and create better customer experiences, eventually increasing your revenues and ROI.
Map Your CRM to Your Buyer's Journey
Overall, HubSpot offers everything a business needs to compete, grow, and thrive; particularly when you partner with a HubSpot certified agency like MarketDesign. Ditch your contact database and move to a true CRM that builds your process and maps directly to your buyer's journey. HubSpot’s all-in-one solution will grow with your business over time and comes at a significantly lesser cost. If you need HubSpot support, we would be happy to learn more about how we can help you maximize your HubSpot investment.