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Four Reasons HubSpot is Failing You
Why don’t we see the results we want when we introduce new software into our infrastructure? A primary reason is due to our innate nature to be comfortable in our existing processes. Leveraging technology for your business should open the door for more revenue. Yet we allow outdated methods to impede success.
Consider the following scenario that often happens to many businesses:
Imagine your revenue from operations is reduced by 25%. Naturally, you look to your sales and marketing team to increase their efforts and bring in new customers right away. However, your sales and marketing team tells you they need at least 90 to 120 days to complete a selling cycle. You instantly think, “how can we streamline our selling cycle?” and then dig into finding a better process.
Your research uncovers many time-consuming human tasks that new software could handle. Doing so would hypothetically free your sales and marketing team to focus on building relationships with potential customers and closing more deals. It seems like a no-brainer, so you purchase said software. Your team is excited, you are excited, and you jump in to using the software.
Fast forward 90 days. It's time for your pipeline discussion with Stephanie, your marketing director, and Doug, your sales manager. You're hopeful that the software has helped your team move leads through your sales pipeline much quicker now that the time-consuming tasks are handled by technology. Unfortunately, you hear that although the software has helped, your sales cycle has remained precisely the same, which feels like the software did nothing to improve your situation.
This is a familiar story and let me assure you that there are generally common reasons for this outcome. Your narrative may be similar to the one above, where you hoped for specific outcomes from implementing a new software, like HubSpot, and were left with results far below that expectation. Here are four reasons why HubSpot is failing you and how you can make changes so your next sales cycle sees results closer to your expectations.
You Need a Change in Process That Works for Everyone and is Embraced by Every Team
When implementing software, many staff members want to stick with comfortable processes and only give the software tasks that have zero bearing on the comfortable process. You may see only small changes being made or teams beginning to use the new software and then soon falling back into their comfort zone.
For example, prior to the new software, the marketing team designed marketing materials in a specific graphics software, and then they sent these materials to the sales team via email. The sales team would then download the marketing material and customize the content for the client they are working with. They’d then re-save the edited version of the marketing materials and email them to the client.
Once HubSpot has been introduced, your marketing team decides to save time by uploading the finished marketing materials into HubSpot instead of emailing a bunch of documents. This new process helped the marketing team, but the sales team still has to download, edit and reupload documents.
We see this obstacle between the creative process and the sales process all the time. It’s imperative to define both marketing and sales processes that impact your sales cycle and explore alternatives that will improve the entire process. With this example specifically, there are integrations within HubSpot that will streamline this entire process removing unnecessary steps. One such integration is PandaDoc which supports marketing goals of branded and well-designed materials and sales goals of easy access to documents needed to sell.
There are many examples of how sales and marketing alignment and abandoning comfortable processes can impact your bottom line but ideally, eliminating human tasks that frees up your sales team to spend more time with potential customers is a win.
So, you’ve installed HubSpot and essentially decided to wing it. However, your team members don’t know how to use each feature efficiently and properly, and they are quickly becoming overwhelmed by the lack of structure. Having endless possibilities is not always a good thing!
Proper execution is key if you want your team to embrace HubSpot and obtain the results you desire. Here are a few fundamental steps for you to start with.
Make a list of goals. Is your goal to increase leads by offering valuable content downloads? Do you have content ready? Is your goal to increase automated touchpoints to your potential client list to provide your sales team better qualified leads? How many touchpoints are needed? What will you do for each touchpoint? Do you have valuable information or content to share at each touchpoint? WIIFM? Before you dive in, make sure to outline your goals and keep asking questions until you have a clear picture of the goal and what is needed to support the goal.Create a plan to implement features based on your specific goals instead of initiating everything at once. Focus on one goal at a time and plan out when you will add additional goals.
Write out your customer journey and all the touchpoints. HubSpot has so many features that it can be overwhelming without a plan. Having a written customer journey with the touchpoints will help you properly program HubSpot. Visio is a free flowchart Microsoft app that you can use to map out your customer journey, touchpoints, and campaigns. We highly recommend mapping out everything you plan to build in HubSpot. Think of it as your blueprint.If you are switching systems, determine what data from legacy systems you need to transfer into HubSpot. You will find that not all information in the legacy system is relevant today, so make a plan to keep important, relevant data and store or archive other non-relevant information. Scrubbing data now will help you in the long run. A prime example are contacts that have not engaged with your emails for two years. We recommend not importing these contacts as they will have a negative impact on your email reputation scoring.
Plan to segment your data in HubSpot according to how you interact with your contacts. This is a key foundational task that will save you time and headaches later! Create your segments in HubSpot and assign contacts to the segments when you import them. Doing this step will enable you to create email lists, identify targeted accounts, assign sales members, and report on outcomes, to name a few.
You Set New Goals but Didn’t Update Your KPIs to Reflect This
"You can't improve what you don't measure." Peter Druker
Prior to adding HubSpot, your sales team maintained spreadsheets of data, including all kinds of pipeline information from leads, deal stages to up-sales revenue potential with existing clients. These key performance indicators (KPIs) would provide valuable insight as to how your business is succeeding in reaching your organizational and sales goals.
Doug, your sales manager, felt it would be best to incorporate the existing spreadsheets as-is into HubSpot to help visualize sales activity. During implementation though, new sales goals were established, but no one checked to see if the sales team should collect new data to better reflect these new sales efforts. After seeing his sales dashboard results, Doug realized his sales team had been inputting unnecessary pipeline data and missing critical data to reflect the new sales goal accurately.
This is an honest oversight when setting up any new software and usually stems from the onboarding process not being well defined. The data you collect should accurately represent your current business goals. Taking the time to identify what data will best reflect your progress to your goal is a must.
Make a list of what data should be collected and how the granular data fits into the new sales goals. Then have your HubSpot admin build custom reports to track these data. What you will find is to accurately report on a goal, you will need to track specific data points. Make sure those data points are being collected and fed into your report.
You Introduced HubSpot but With Poor Implementation
Growth suffers from a poor implementation process. Imperfect installations will mean a long history of employees developing workarounds and shortcuts in order to obtain results. This path will seriously affect the success of your goals. No matter how dire your need to generate revenue is, skipping steps in properly planning for your software implementation will come back to haunt you. We always take the necessary time to help our clients plan their implementation and gather key data that will help them reach their goals.
You can maximize the value of your HubSpot platform and ensure your entire company is optimizing it effectively by setting up an implementation plan before the software is installed. Your company’s implementation plan will need to be customized to fit your specific needs; however, it should include the following essential steps.
HubSpot is a powerful sales and marketing software, but it is only as good as you make it. Step one is to connect HubSpot to the pieces of your company’s tech stack. This includes things like: Domain, Google Analytics, Email, social media. Then you’ll need to work on importing your data for both sales and marketing. And lastly, connect third party integrations.
Marketing Lead Capture Setup
This phase consists of identifying activities that will help your marketing team reach your ideal audience and obtain marketing qualified leads. To best do this we suggest the following: Create personas, forms, custom properties and establish lead scoring.
Nurture Your Leads Setup
Once you have a lead, ask yourself, “then what?” What do you want your customer experience to feel like? If you have created your customer journey map, then this step is where you will use that as a guide to build out the experience in HubSpot. A good starting point is to create a welcome flow series for a new lead.
Optimize and Personalize Setup
This is where marketing gets fun! If you spent time looking at tasks that could be automated in your marketing and sales funnel, then use that as your guide to build a personalized customer journey for your potential customers. Research shows that people are looking for and connecting with companies that provide a personalized experience. Afterall, isn’t this the reason you purchased HubSpot, to provide a better customer experience? In this phase, think smart content, automation, and workflows.
If you’ve already implemented HubSpot but wish you had created a more effective plan, it’s not too late. Our Blueprinting program is designed specifically to untangle previous implementations and map out a plan to get you to your goals. By acting on reversing a poor implementation now, you can start reaching your goals faster.
Connect with us for a free 30-minute consult on how Blueprinting can ensure HubSpot will grow your business, increase your conversions and revenue, and make the impact you desire.
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