- What is HubSpot and what can it do for your business?
That's a good question and it's one
that people often look to answer
because it does so many things.
So at a top level, HubSpot can do marketing automation.
There's a sales components.
And then there's service.
So they have three modules and when
you purchase HubSpot, you have to figure out
which one of those, or all three,
that you're going to be utilizing for your business.
(upbeat electronic music)
Now, the marketing module is going to be
the one that you're using for marketing automation,
and at a very basic level that's taking traffic,
it's inviting traffic to your websites,
or people, or visitors, and converting
those visitors into leads through,
let's say it's e-books, or webinars,
or some other way that they would get
onto your email list or do an action
that would qualify them for a follow-up.
So let's say, for example, someone comes
to your website and they download one
of your e-books and they're registered
as a contact, there's a feature
in HubSpot marketing called Workflows
that you can then send them a follow-up
and have that automated.
There's a variety of components that make that possible.
You have things like a blog.
HubSpot has a blog component that allows
you to track all of that into one place.
Landing pages, where you have the sole focus
of that content on that page, just for the visitor
to complete that action.
You have CTAs, which are calls to action.
If you're ever reading a blog
and you see that there's a little section that says,
"Hey, do you wanna grab this e-book?"
or, "Do you wanna download this white paper?"
That's a what CTAs would be in HubSpot.
And then you have the workflows,
which is setting up the, if this contact does this,
then the system does this.
And think about it from a sales perspective.
If you get to the point that a contact does,
let's say seven actions, at the end
of those seven actions, they might be qualified
for a sales conversation.
In that case, you might have an email triggered
to a sales representative that says,
"Hey, this person completed seven things
"on your website and now they're ready for a phone call."
I have it set up so that when someone sees
our service page on our website,
I've set up a very fun email that says, "Crikey!
"They're ready for a phone call.
"Better get on that, mate."
So you can have a little fun with it.
That's the basics of marketing automation,
and there's a lot of things that go with it.
The thing that HubSpot makes possible is doing
that all in one tool.
So you can do that with a variety of tools.
Some people have used MailChimp,
or Unbounce, or Instapage, and those are
all great tools, but you still end
up Band-Aiding all of that together,
and then you have to make sure that
all the integrations with those all work.
Now, HubSpot will still work with third-party tools
like Leadpages, and like Instapage,
if you have a library already set up there
and you wanna slowly migrate yourself to the platform.
That's okay.
You might have to use a third-party tool
like Zapier that would allow you
to zap information back and forth between systems,
between HubSpot and MailChimp.
You probably are gonna get to the point
you don't wanna do that, because again,
it's all on one platform.
So if you go onto the website and
you look for HubSpot Marketing,
you're gonna see that there's a free version,
there's a starter version,
and there's a professional version,
and then enterprise, and the difference
in those is gonna come down to feature set.
So the biggest difference, as you go
down the line, is gonna be functionality.
You don't get to that core marketing automation piece
that you're probably looking for
until you get to the professional level.
So once you get to that point,
again, it's gonna be several hundred dollars a month,
but the ability for you to save time
and nurture those leads throughout the course
of their customer lifetime is really important and valuable.
So that's the Marketing module.
A lot of times people will look at the Sales module,
and the Sales module is going to be
designed specifically for sales.
When HubSpot first started with their marketing tool,
they offered a glimpse of this,
but over the last several years
they've realized marketing and sales need to work together.
So by having both of these systems together,
you then have one, the information flows
into one, and then can be going back
and forth between marketing and sales.
Now, same as marketing, there's different levels
for sales, and what it makes possible is
you can have just a basic free CRM.
So if you don't have a customer relationship management
tool, which is what that is, you can get a free
one on HubSpot and then still pay
for the Marketing professional.
If you wanna start with just Sales,
you can have the sales components at a very basic level,
and you can get things like templates.
If I'm gonna write the same email over and over again,
I should probably use a template.
And then over time, I can actually see the performance
of those templates and I can share those with my sales team
so that we're using consistent messaging
and we're using the ones that are most likely
to perform with our prospects.
There's other things in there.
Similar to marketing automation,
there's this tool called Sequences.
Now, Sequences is a way for you to insert
a bunch of people into a process
and design the specific emails and actions
that you would want to take with them
from a sales perspective over a certain period of time.
Let's say you have 50 prospects.
You want to put them into your system
and you wanna enroll them into a Sequence.
A Sequence would make it so day one they get this email.
Day two you have a task generated for you to call them.
Day four you send them a YouTube video.
Again, this would all be prompted or automated in the system
and that's only available on that higher level
of sales professional or sales enterprise.
Those things are something that's really appetizing.
When you get to the sales enterprise level,
you also have features like playbooks
so you can design entire sales systems
that your entire sales team gets to use
and then similar to Sales Force,
you have reporting built in so you can do forecasting.
Creating of deals, tracking of deal stages.
The cool thing when you use sales and marketing together,
you can automate some activity
based on deal stages while automatic reminders.
It's a really great way to get everyone on the same page
between marketing and sales and make it possible
for you to track all that behavior
through the life cycle of the client.
The last piece is service.
Now, in the service module, this is really new.
In the last probably two, three years
by the time you're watching this video.
HubSpot realized that there are sales and marketing
and they work together to get someone in
to become a customer.
But customer love once they become a customer
and that experience, now is almost more important
than the first part of that process.
Because if you have a poor experience as a customer,
who do you tell?
Pretty much everybody.
So making them a loyal customer
and getting them bought in is really important.
The Sales Hub allows you to use things like
live chats and conversations.
There's a conversation inbox where whoever from your team
talks to that customer, it's all logged in
to one central inbox.
The other thing that sales professional offers is ticketing.
If you've used a tool like Sales Force
or perhaps any help desk software,
you have things called tickets.
They're customer requests, things you have to respond to.
These can be logged inside HubSpot.
And then your team can respond accordingly.
And you can also as a customer,
let's say 30 days after someone becomes a customer
is the most important time to get them onboarded,
make sure that their experience is good.
You can automate a lot of that behavior
with email marketing or phone calls or text messages
through that Service Hub in combination
with the marketing software.
Again, Service Hub in the same way of the others
has those four levels.
Free, starter, professional, and enterprise.
And you wanna look at the feature set
that you're looking for,
because sometimes companies wanna do things
that are only available on the professional level,
but they really only have a starter budget.
You have to make some prioritization
on what you're looking for and what's most important to you.
Those three modules together fit
and then there are some upgrades
throughout the course of the software.
If you want more advanced reporting, that's an upgrade.
There's gonna be some integrations with third party software
that you may have to pay for.
Like if you want to use a third party tool,
that costs money to integrate with HubSpot.
There's a lot of things to think about
when you're purchasing HubSpot.
The thing I want you to keep in mind is
HubSpot is a tool and so a tool is designed
to do really great things when a strategy is laid out
and that's typically where companies go wrong.
And if you use HubSpot and you get a lot of value out of it,
I guarantee you you have a pretty good
or well refined strategy on what you're doing with the tool.
If you're considering HubSpot
and you have additional questions
that I didn't cover in this video,
feel free to drop a comment below or send us an email.
We'll go ahead and drop some contact information
in the description.
Reach out to us and see how we could help.
(upbeat electronic music)