Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

6 devastatingly costly mistakes you're making with HubSpot Marketing Hub

6 devastatingly costly mistakes you're making with HubSpot Marketing Hub Blog Feature

Lexie Ward

Account Manager, 5+ Years Of Digital Marketing Strategy & Project Management Experience

August 27th, 2020 min read

Investing in HubSpot marketing can be a great way to take your digital marketing to the next level.

With HubSpot, you can streamline most of your marketing efforts using tools to help you manage your database, automate campaigns, and test and report on pretty much everything. 

You can also use HubSpot to show the direct ROI of your content and marketing campaigns, but here's the problem. 

There's absolutely nothing worse than finally investing in a platform like HubSpot, only to feel like it was a big waste of your money a few months later. (Especially right now, when every dollar you spend must count.)

There are some common mistakes we see with HubSpot clients not making the most of their investment. Let’s get into five of the most common below: 

1. You bought HubSpot, but no one knows how to use it (oops)

HubSpot is a super powerful platform, with tons of tools and features. There are tools to help you find, convert, manage, and nurture leads, delight customers, calculate and analyze ROI, and more, but that’s just it — it’s full of tools. 

Tools are useless if someone doesn’t know how to use them correctly. 

Getting started with any new software, let alone HubSpot, is a learning process. It’s important to dedicate time and resources to onboarding properly, including making sure training the entire team will be using it. 

A quick way to watch your investment with HubSpot fail is to not provide your team members with proper training. While HubSpot is known to be user-friendly, it can take a few weeks if not more to get fully acquainted with the platform and to start using the tools to their full potential. 

Note: You might be unsure of who on your team would use HubSpot, and what their role would be in the tool. It’s different for every organization, check out this article How many people on my team need to know how to use HubSpot?

Once you have the right HubSpot team in place, there are tons of courses and certifications in HubSpot Academy. (See the ultimate guide to HubSpot certification options (for beginners and experts!).

You will also be able to choose between using HubSpot’s onboarding service upon sign up, or work with a partner agency to provide onboarding and training services. 

2. You know how to use HubSpot, but... you're barely using it

When you purchase any level of HubSpot’s Marketing Hub, you immediately gain access to tons of features and tools to help you with everything from acquiring new leads to converting them to customers (keep in mind you’ll also get all the free features from the other hubs). See a full list of all the features here.

If you are only using one or two tools within HubSpot, you are not making the most of it. 

HubSpot is there to help you and help make your job easier. The more tools you use, the more work HubSpot is going to do for you, or help you do better. Aim to use at least 3-5 different areas to know you are fully engaging with the tool, and getting the most out of your investment.

For example, let’s say you’re using email and landing pages. You could use the SEO tool to make sure your landing pages are totally optimized, and if you're comfortable creating emails, you can try out automated emails using workflows. 

If you are not sure where to start, check out the Projects tool in your HubSpot portal. HubSpot has tons of templated projects for things like SEO, lead nurturing, blogging in more. They come with step by step instructions and are great for aiding you in using new parts of HubSpot.

3. You're not testing anything (boo!)

Maybe you are using HubSpot, that's great! Maybe you are creating landing pages to capture leads and sending emails to your contacts, but perhaps you are missing one of the most important parts. Testing!  

Most things in HubSpot are not meant to be “set it and forget it.”  

In order to grow and improve your marketing initiatives with HubSpot, you need to analyze your data so you can identify what is working and what is not. This way you can make changes to improve results.

If you're sending emails, take advantage of the A/B testing tool. Try out two totally different subject lines, email layout, or calls-to-action. Then you can dive into the detailed analytics to see which resonates best with your audience. 

You can also A/B test landing pages or compare the performance data of workflows. Figuring out what your audience best responds to can help inform the language and assets you use in your campaigns.  

Once you are more educated on your audience, you will be able to make smarter, more lucrative marketing decisions. This is a great example of how your investment in HubSpot can help you improve your marketing, leading to more qualified leads and hopefully more closed deals.

4. You're not reporting on the ROI of your efforts

Speaking of data, the data HubSpot provides is one of the biggest values it brings to its users. HubSpot comes with pre-made dashboards that you can customize based on your goals. You also get access to traffic reports, analytics reports, and activity reports.

When you start out with HubSpot, it’s important to understand benchmark data (based on historical or industry data) for areas that are important to you. Then, you must set clear goals so you can track progress over time and measure the success of your marketing initiatives.

If you are on marketing professional or higher, you'll unlock powerful custom reports. And with enterprise, you get HubSpot’s revenue attribution reporting which helps to show ROI. 

However, you can still use HubSpot reports to show ROI without being on enterprise.

Being able to show the ROI of specific marketing campaigns can tell you exactly how successful they were. And not only that, but it can be a lot of fun.

IMPACT’s Liz Moorehead uses HubSpot to help create a monthly content marketing ROI newsletter, which shows the team the direct value of the content they work hard to create. It’s a great way to bring the team together, AND show the value of what you're working on.

If you aren’t able to show the value of what you are doing with HubSpot, how do you know your investment isn’t going to waste? Use campaigns and reporting to measure the success of what you are doing, then make improvements based on that data to improve the ROI of your HubSpot investment.

5. Not keeping a clean database

A quick way to increase the cost of HubSpot is to go over your contact limit. The first 1,000 contacts are included in the flat fee when you purchase, but you'll have to pay per 1,000 additional contacts as your database grows (starting at $50/month per 1,000 and scaling down the more contacts you get).  

This is why it's so important to make sure you keep a clean database. This means cleaning out contacts who have bounced, unsubscribed, are spam, or unqualified. This way, you are only paying for contacts who are customers or potential opportunities. 

You can also clean out contacts who are unengaged, and haven’t opened emails or had any activity on your site in an extended period of time. 

Use the lists tool to help you easily group and remove these contacts from your CRM. If you are afraid to lose certain contacts, you can always store them in a Google or excel spreadsheet.

Maintaining a clean database should be an ongoing process. You should rebuild your lists on a monthly basis to ensure your database is always up to date and you won’t be charged for extra contacts you don’t need.

6. Paying an agency to “run HubSpot for you”

I want to clarify that there is nothing wrong with partnering with an agency to help you get the most out of HubSpot; in fact, this can be a great way to make sure your team is taking advantage of the tool. 

However, there is a difference between having an agency run it for you, and working together with an agency to build campaigns and structure your portal while the team is learning at the same time.

The most successful HubSpot clients learn how to use the tool on their own so that they can fully own their digital marketing efforts. 

You are the most familiar with your business and your customers, and you are the one working with them every day. So having a third-party run such an integral part of your operations is not sustainable, or best for your business, in the long run. Your team is not empowered to own the tool in this way. 

If you have an agency totally run your HubSpot for you, you will always have to rely on them. This could mean you wind up spending money on an agency when you don’t need to. Educating your team so they can take ownership of your portal will save you money in the long run as you won’t have to rely on an agency.

You might be thinking…”Doesn't IMPACT offer HubSpot services? Isn't that what you just said we shouldn't do?" IMPACT does offer HubSpot training services, but it’s just that training. Our goal is to empower your team to own the tool, so that you can make the most of it internally; not to have us run it for you.

So what now?

Now you know that if you are not utilizing HubSpot to its full potential, you are not making the most of your HubSpot investment. 

But, it's not too late. 

Go into your portal right now and write out the different tools you are using. If you are using fewer than five tools, brainstorm what other tools could help you achieve your goals. Then think about how you could use them to get you there. You can use the HubSpot project templates for inspiration on projects using different features.   

If you realized you need training for your team, run to HubSpot Academy for courses specific to different tools and features. 

And lastly, if you realized you need to show ROI - check out Carina’s free course in IMPACT+ fundamentals of ROI reporting in HubSpot.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE