Do feel like you're only tapping into a small percentage of HubSpot's capabilities. Are you looking for ways to better utilize the HubSpot CRM?
If so, you're in the right place. This article provides best practices you can implement within the Marketing and Sales hubs to increase your awareness and reduce the time spent tracking down data or contact information.
The recommendations are based on common pain points expressed by teams we have worked with over the years. Are any of these points relatable?
But the most common question is, “How do I make sure I am getting the most out of HubSpot?”
Rest assured, you are not alone, and the good news is there are several actionable steps you can take to dramatically increase HubSpot's impact:
Here are five quick wins to get a handle on your CRM and make sure HubSpot is working for you.
Lists are the perfect tool to identify who is in your CRM. Lists aren’t just for segmenting for your marketing team. Lists provide your sales team information to help prioritize leads and maintain data hygiene. They also provide information to your account managers to aid in client retention and upsells. Here’s several examples of lists your various teams can and should be using:
And unless you are using a free version of HubSpot, you are paying for each one of those contact records.
Don't spend money on contacts that will never convert.
These lists should be active and updated as your processes change or your business evolves. We recommend you keep these lists organized by using HubSpot's folder feature. This makes the task of finding your lists easier in the future. Start by categorizing lists into customers and sanitization folders.
Your “customers” folder will have lists related to customers in your database. Use them to help you serve your customers better and find opportunities for them to become higher paying customers for you.
Your “sanitization” folder should store any list that support the effort keeping our database "clean". An example of a list would be all of your contact records that have an unknown property critical to your engagement process.
These lists and segments are just a start. Build lists for what you need to know about your customers and lists for contacts you need to clean-out.
HubSpot comes pre-populated with generic reporting dashboards that are helpful but can remain surface level. Gaining actionable insights relevant to your organization may require creating custom reports. The good news is that HubSpot's is continually investing in their reporting features, and their custom report builder allows you to create robust dashboards tailored to your needs.
You get a limited number of reports. Make them count. We recommend these 10 reports to make a useful HubSpot dashboard.
Properties are fields that are used to store and make sense of data stored in your CRM. HubSpot has the basics covered to collect key information (name, email, company domain, lifecycle stage, etc.) across contact, company, and deal records. Custom properties are fields that you create when you need to know more about your contacts. Properties can be used in forms to collect data. They can also be updated internally by your team as they learn more about a contact or company.
Special Note: Don’t bend HubSpot’s default properties to work for your process. If it doesn’t exist out of the box, create a custom property instead of modifying a default property. This will help avoid confusion amongst your team and keep the CRM clean.
Common Customer Properties to utilize:
Lead scoring is a powerful tool to help you identify “hot leads” based on their behavior. It allows you to decide if certain properties positively or negatively impact a score. For example, if a prospect has interacted with 8 of your last 10 emails, it might be time to reconnect.
Lead scoring can have different layers of complexity based on your customer journey, but overall, the outcome is a streamlined method to assist your efforts when prioritizing, nurturing, or disqualifying contacts.
Just like properties, if the default sales pipeline doesn’t fit your process, change it!
Building a sales pipeline that is actually useful requires:
Anyone that joins the team should know what they are looking at and how to use it.
Workflows can be intimidating, especially when you start to involve branches. It’s easy to get lost in the logic. And they aren’t just for automating emails! Workflows can set, clear, or update properties based on dependent properties (deal stage or lifecycle stage). Doing this helps to solve for things that often fall through the cracks during each stage of your funnel.
That said, it is common to hear the question - “Can we automate this?” Just because you can automate something doesn’t mean you should. The reason? Automation in excess removes the human connection and authenticity in your communication. Automating everything can result in a huge mess. You often end up with workflows that contradict each other and errors in enrollment. The data becomes difficult to clean up. To avoid this issue, keep the following questions in mind when exploring if automation is the answer.
Before automating ask yourself these questions:
Useful Email Automation:
Useful Deal Automation:
Need help? Learn more about our free 30 minute working session. In this no-obligation learning session, you have the full attention of an expert HubSpot strategist. Together you will identify the top areas that will increase the impact HubSpot brings to your organization.