Are you contemplating using the HubSpot CRM platform to digitalise your marketing and sales processes? It’s a great idea, as HubSpot Marketing Hub and HubSpot Sales Hub enable you to solve lots of problems really easily.
In this blog post, we’ve compiled a list of typical marketing and sales challenges. We’re sure some of them will sound all too familiar to you!
You’ll discover how your company can utilise HubSpot in a profitable manner, e.g. for B2B lead management. There are also lots of helpful links that you can use to find more information on the respective topics.
Please remember that if you get stuck or just want to talk to our HubSpot experts about your “construction site”, we’re always here for you at &weekly. Just send us a message or give us a call!
1. How do I keep track of my social media channels and ad platforms?
As a marketer, you probably sometimes feel like a conductor in a large, somewhat chaotic orchestra. LinkedIn, Twitter and Instagram here, Google Ads and LinkedIn Campaign Manager there – the number of channels is constantly growing.
On the one hand, it’s not easy to keep track of the wide range of platforms. On the other hand, managing the accounts is cumbersome, because you have to log in separately for each social media channel and each ad platform.
Do you dream of bringing all your social media channels and ad platforms together into one system? Then you should switch to HubSpot! In HubSpot, you can connect (almost) all important channels and ad platforms together, enabling you to have everything in view and saving yourself the hassle of jumping back and forth between pages.
However, there are some minor restrictions. For example, it’s not possible to tag people in LinkedIn posts, and Xing, YouTube and Twitter Ads can’t be connected. You reap lots of benefits though, including the convenient scheduling of social posts and transparent reporting on all important B2B channels and platforms under one user interface.
Read More About Creating and Editing Social Media Posts.
Read More About Linking Your LinkedIn Ads Account with HubSpot.
Read More About Linking Your Google Ads Account with HubSpot.
2. How do I get more information about my existing contacts?
The more information you gather about a lead, the more precisely you can address them. To do this, it’s crucial you continuously enrich existing contacts with additional information. But how do you get this information without annoyingly asking your customers the same questions at every touchpoint?
The HubSpot Marketing Hub solves this problem in a rather elegant manner. The Queued Progressive Fields function adapts your forms to your current state of knowledge about a customer. For example, if you’ve already got their phone number, it won’t be requested again on the next form. Rather, an alternative field will be displayed, e.g. asking about their industry or job title.
This way, you gradually request more and more data, build trust with each interaction and add new information to your database.
3. How do I effectively target contacts based on their behaviour and contact information?
Should I send Mr. Smith a white paper next, or would he rather receive a tailor-made quote? That depends entirely on what point in the decision-making process Mr. Smith is at.
Your goal in B2B lead generation is to make each new touchpoint as relevant as possible for your target group. This is the only way to help your leads progress through the buyer’s journey and ultimately convert them into buyers.
What the next best action is for a contact is often clearly demonstrated by their behaviour – for example, by looking at their page views, emails clicks or downloads. In the HubSpot lead management process, behaviour-based events and triggers help you to segment contacts, allowing you to target them along the marketing or sales funnel.
4. How can I tailor my B2B marketing to key customers?
Do you know your target customers very well? Good! Can you even call them by their company name? Brilliant! In this case, account-based marketing with HubSpot is tailor-made just for you.
The B2B world isn’t infinite. So why fish with a big net when you can go hunting with a harpoon in a much more targeted manner? HubSpot's Target Accounts feature allows you to structure your target group in HubSpot and then accompany them on their buyer's journey with tailored marketing and sales campaigns.
5. How do I create a marketing funnel based on my buyer’s journey?
In HubSpot, you don’t have to break a sweat to map your marketing funnel and take your first step towards automated lead management.
We recreate the buyer’s journey in HubSpot with the help of lifecycle stages. In the ideal case, a contact will pass through the entire marketing funnel from subscriber to customer. By categorising them into the respective stages of the lifecycle, it’s easier for you to identify the next best action for a contact. Based on this, lead qualification can be automated step by step.
- Subscriber: A contact who has subscribed to your newsletter or blog.
- Lead: A contact who fills out a form on your website.
- Marketing Qualified Lead (MQL): A contact who has already been qualified by your marketing team to the point where they are ready for sales.
- Sales Qualified Lead (SQL): A contact that your sales team has identified as a potential customer and would like to have a quote.
- Opportunity: A contact who is about to be converted.
- Customer: A contact who has already made a purchase.
6. How can I map the lead management process as granularly as possible on the platform?
The lifecycle stages represent the basic structure firmly anchored in HubSpot. Yet they alone aren’t sufficient to address your contacts with highly relevant content and campaigns. To achieve this, you have to segment them in an even more granular manner.
Particularly helpful in this regard is the lead status in HubSpot, which can be configured completely individually, as it enables you to break down the lifecycle stages even more precisely. This way, you can optimally adapt HubSpot to your lead management process.
7. How can I use lead scoring to automate lead qualification along the buyer’s journey?
Lead scoring involves assessing the quality of a contact based on defined characteristics. The HubSpot Marketing Hub provides you with a practical lead scoring tool that automatically evaluates the qualification level of a contact based on their score.
First, you define the lead scoring parameters according to the buyer’s journey. In HubSpot, you can configure up to 100 attributes and assign a positive or negative value to each.
For example, it could look something like this:
- Comes from FinTech industry: +10
- Job title known: +2
- Freemail domain given: -4
- Last website visit less than three days ago: +15
- Soft email bounce: -8
Once all attributes are configured, HubSpot automatically calculates the score. After that, you can determine the contact’s qualification level.
In order to fuel the lead management process, you create workflows on the platform. You define how HubSpot links the lead score with the lifecycle stage. For example, you can specify that a contact should receive the lifecycle stage MQL if the lead score is 50+ or the lifecycle stage SQL if the lead score exceeds 100.
8. How do I make recurring sales activities more efficient?
Nothing is as redundant as scheduling reminders, arranging calls or setting reminders about when to send which email. Save your time by letting HubSpot partially automate recurring tasks.
This isn’t complicated at all. First, you need to think through the sequence of steps in your sales process and define them precisely.
Then you create sequences in HubSpot Sales Hub and let HubSpot take care of workflows such as follow-up or emailing. You’ll have more time for your real to-dos without the organisational effort. Your sales team will absolutely love it!
Our favourite feature: meeting links! This saves you the hassle of writing back and forth to coordinate an appointment with someone outside of your calendar access. HubSpot Meetings works just like Calendy, but it’s integrated directly into HubSpot, so there’s no additional cost and you don’t have to go through the hassle of integrating a third-party tool like Calendly.
Read more about creating and editing sequences.
Read more about creating and editing scheduling pages with the meeting tool.
9. How do I digitalize and simplify my quoting process?
Few people actually know that HubSpot Quotes and eSigning can be used to create, send and even sign quotes digitally.
- Work with quote templates to compile quotes faster.
- Add buyer information and products from the database.
- Does the quote require a signature? Then choose between a handwritten or an email signature.
- You can release the quote for approval with just one click.
This way, you can map the sales processes in HubSpot. You save on paperwork and take your customer experience to a new level just before closing!
10. Can I view conversion rates in the marketing funnel and sales pipeline with HubSpot?
Once the groundwork is done and the lead management process is cleanly structured, the marketing machine can be made to run. But how successful am I really? How do contacts convert from one stage to the next along the entire marketing and sales funnel? The funnel and conversion reporting tools in HubSpot provide the answers.
In addition to the standard reports, HubSpot also issues funnel reports. These can be customised to give you exactly the information you are looking for. For example, you can generate a report on the conversion rates between two specific lifecycle stages or between deal stages. The following typical marketing and sales KPIs are available to you at the push of a button:
- Overall conversion rate of your funnel from lead to customer
- Conversion rate from Marketing Qualified Lead (MQL) to Sales Qualified Lead (SQL)
- Conversion Rate from Sales Qualified Lead (SQL) to Opportunity
Jumpstart Your HubSpot Journey Now – With a Little Help from &weekly
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