To get the most out of your HubSpot investment, follow these 10 steps.
To get the most out of HubSpot, you need a HubSpot admin (sometimes called a HubSpot specialist). This person, usually on the marketing team, knows the platform in and out.
They are responsible for drafting and enforcing expectations for HubSpot use. They can help people troubleshoot, show them how to do things in the platform, and are committed to learning about new tools and features.
The ideal HubSpot admin is tech-savvy, unflappable, and a good teacher.
With a HubSpot admin in place, you need a strategy. Remember, HubSpot is a tool, and you need a plan for how you’re going to use the tool.
They Ask, You Answer provides you with a framework for uniting your sales and marketing efforts around a single shared goal: customer education.
When you commit to HubSpot and They Ask, You Answer, you have the tool and the strategy to drive tremendous growth at your company.
Your HubSpot admin is not responsible for making sure They Ask, You Answer is done properly — just that everyone knows how to use HubSpot to do their job better.
Tip: Don’t add “HubSpot admin” to someone’s full-time job unless you take something else away. Being a HubSpot admin may or may not be a full-time job at your company, but don’t just give it to someone who doesn’t have the time.
You’ve accomplished this when your team can say with confidence: "HubSpot is at the core of our They Ask, You Answer strategy.”
The goal of your website should be singular: To provide visitors with the information they need to become customers. This means writing helpful, trust-building content that’s easy to find and intuitive to navigate.
To get the most out of HubSpot, you need to plan and optimize conversion paths that allow your visitors to move smoothly through your site, from blog to CTA to landing page to conversion.
Then, you can use HubSpot to test every variable, tweaking over time to improve performance.
Tip: Don’t get overwhelmed thinking you need a unique CTA on every page. Start small with one great CTA — one essential downloadable resource. The others will come in time.
You’ve accomplished this when your team can say with confidence: "We have eliminated all points of friction for contacts in our conversion and post-conversion process and are giving both new and existing contacts the best experience we possibly can."
Your HubSpot portal is only as good as its data, and nowhere is this as important as when leads enter your system. If different forms on your website use different properties, for example, you’re likely to end up with a confusing database.
The HubSpot admin must establish a clearly defined process for how leads are managed in the CRM. Then, they must ensure that all stakeholders follow these protocols.
Tip: Make sure you’re capturing the right information. The more blanks on a form, the less likely someone is to fill it out. Get the information you need without scaring prospects away.
You’ve accomplished this when your team can say with confidence: "Our leads are managed efficiently and strategically by all team members."
Often, sales teams are resistant to fully adopting a CRM, often because they trust the way they’ve always done things over a newer tool.
However, a CRM offers immeasurable benefits to sales teams. It keeps pipelines organized, automates follow-ups, and allows sales managers to have insight into how the team is doing at any single point.
When your sales team is bought-in and fully entrenched in HubSpot, you begin to see the true power of the platform.
Tip: Be sure to fully define your sales process — and standardize it across the whole team. This makes it easier for managers and company leaders to visualize the data and make decisions.
You’ve accomplished this when your team can say with confidence: "The CRM is set up to both track our entire sales process and execute our sales strategy."
Once you’ve appointed an admin and have all of your teams on board, it’s time to put your strategy into place. They Ask, You Answer is a comprehensive inbound marketing and sales strategy that lets you get more out of HubSpot.
The engine of inbound marketing is content. When you’ve committed to writing content that helps your buyers, you’ve committed to education. HubSpot is the way you track engagement, conversions, and sales results that are driven by your content efforts.
Tip: Work with IMPACT or another They Ask, You Answer certified agency to develop a shared understanding of the framework. This top-to-bottom alignment will help you set a course and move forward.
You’ve accomplished this when your team can say with confidence: "Our sales, marketing, and leadership teams are all committed to becoming a trusted educational resource in our industry."
Unclean data is of little use. HubSpot experts practice regular list hygiene and other cleanses to make sure the information they’re using is accurate.
This all starts with a form fill. Make sure you’re following best practices when you first bring a contact into your system. Then, treat their data the way you’d want your own information treated.
Tip: In addition to HubSpot’s native database functions, you can use tools like Insycle and Neverbounce to perform routine data hygiene.
You’ve accomplished this when your team can say with confidence: "We know who everyone in our database is and why they're there, and we can report on every metric that's important to us."
There’s a good chance that HubSpot will be connected to all aspects of your business — and every stage of the customer journey.
As such, everyone in your organization needs to trust HubSpot as the single source of truth. With the right processes and competencies in place, this should come naturally, but as soon as salespeople forget to enter their call notes or marketers stop keeping lists clean, that confidence starts to waver.
Only when everyone is trained on HubSpot and committed to using it in the right way can it truly be the single source of truth in your organization.
At this point, HubSpot is fully enmeshed in your company culture, inextricable from the work you do each day.
Tip: To ensure that your sales and service teams log information regularly in HubSpot, build processes that make it easy to do so.
You’ve accomplished this when your team can say with confidence: "Our team uses the CRM for every piece of customer data and information applicable to the customer journey.”
While it may be tempting to hire an agency to help you with HubSpot implementation, you should be cautious. Unless that agency is invested in the education of your team, you could be setting yourself up for perpetual dependency.
Homeowners don’t want to need to call an electrician every time a light goes out. They need to learn to do basic maintenance on their own.
Same thing with HubSpot users — self-sufficiency will save you a lot of time and money in the long run. Any agency you work with should focus on training and teaching, not implementing — and you should only work with them for a finite period of time.
Tip: The more expertise you develop in-house, the more self-sufficient and profitable you will be in the long term.
You’ve accomplished this when your team can say with confidence: "Our team has complete mastery of our CRM platform."
The beauty of HubSpot is that it allows you to make data-driven decisions better than at any time in the past. If you’re getting trustworthy and complete data from HubSpot, make sure you’re using it wisely.
Use data to improve your marketing and sales practices — and to plan future initiatives.
As a They Ask, You Answer business, HubSpot can help you evaluate which parts of the framework you’re succeeding with and which parts need more focus.
With HubSpot, you can analyze all aspects of your customer journey. Important data may include:
With this data in hand, you can evaluate past efforts and plan your upcoming strategy.
Tip: HubSpot gives you access to troves of data. Make sure you’re tracking and reporting on the metrics that make sense for your needs.
You’ve accomplished this when your team can say with confidence: "We are a data-driven organization."
With your HubSpot machine running smoothly, you should have accurate insight into the ROI of your marketing efforts.
Your whole team is able to see exactly how They Ask, You Answer has impacted your organization, including marketing, sales, and service.
Tip: Share reports regularly with leadership. Balance quantitative data with anecdotes and storytelling to offer a complete picture, as well as some unique wins.
You’ve accomplished this when your team can say with confidence: "We know exactly what implementing They Ask, You Answer has done for us."
Get started implementing the concepts of this guide with free tools and training inside IMPACT+.
For more hands-on help from the IMPACT team, book a free meeting with an IMPACT advisor.