- 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)
