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Chapters

1

#1 Complete CRM Platform

Why choose HubSpot? HubSpot provides a complete Customer Relationship Management (CRM) system that enables your business to grow with tailored integrations and tools.

Head to Chapter 1

2

HubSpot CRM

What is HubSpot CRM and is it really free? A Customer Relationship Management (CRM) system is the method of managing interactions with past, present and future customers.

Grab Your Guide

3

Marketing Hub

What is Marketing Hub? Marketing Hub is sophisticated software that bridges multiple digital marketing domains in order to provide integrated access to applications and workflows; plus the abilities to capture and pull data and analytics.

Head to Chapter 3

4

Sales Hub

What is Sales Hub? Want to arm your team with time-saving tools that give greater insight to prospects, automation of unpopular or tedious tasks and close deals even faster? Well then, HubSpot Sales Hub is the software that will get you there!

Head to Chapter 4

5

Service Hub

What is Service Hub? HubSpot Service Hub is a software that enables you to bring all customer service channels and data together in one place, that’s easily accessible to help promote growth and support through automation and self-service.

Head to Chapter 5

6

CMS Hub

What is CMS Hub? HubSpot Content Management System (CMS) Hub, gives you the freedom to concentrate on creating an amazing experience for your customers, contacts and prospects.

Head To Chapter

Chapter 1

#1 Complete CRM Platform

Why Choose HubSpot

HubSpot provides a complete Customer Relationship Management (CRM) system that enables your business to grow with tailored integrations and tools. From building powerful websites to increasing leads or even helping to accelerate sales, HubSpot offers a #1 Complete CRM Platform or standalone Hubs to achieve all of these goals.

 

HubSpot is a CRM platform title appearing on a navy blue background

 

 

 

 

What use is a complete CRM platform?

Ok, yup, so we may be stating the obvious here as to what HubSpot is, but it may interest you to know that HubSpot did not start off as a complete CRM platform. It actually started many moons ago, with just one Hub and that was their marketing hub.

As it stands today, The HubSpot complete CRM platform is far from its humble beginnings, but at Whitehat SEO we feel it is important to see where you have come from to know where you are going. So before getting into the nitty-gritty a quick visual history lesson, and one that won’t put you to sleep!

 

The Visual History of HubSpot

 

So for a long time, HubSpot’s positioning was that of a sales tool, then a growth platform which was extremely useful but became increasingly hard to specify and explain. But now, like the magnificent process of metamorphosis, HubSpot has emerged as a beautiful butterfly and now provide a complete CRM platform like no other, and is deemed a crucial business tool to enable companies to scale, integrate, adapt and flourish with ease.

HubSpot Complete CRM System is truly designed with the business and its users in mind. Whether you are just starting and need a way to accumulate data and see the direction or an established company that need to bring all their data, reporting, content, messaging and automation together in one central hub. The HubSpot CRM platform has everything you need to build strong foundations, deliver seamless operations across teams, whilst creating valuable, effective and focused user experiences for your customers and prospects.

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What can HubSpot do for you?

Well let’s see…what can’t HubSpot do for you, would probably be an easier question! At Whitehat SEO, we talk about HubSpot all the time with our clients, but realise that we rarely dive into the detail of what the complete HubSpot CRM system is and what it can truly offer.

We talk a lot about ‘inbound marketing’ and ‘growth’ but the importance of this is supported by the HubSpot CRM Platform. Using the inbound methodology, HubSpot creates systems, tools and integrations that assist you in building meaningful relationships with your prospects and customers, whilst continuing to provide the best user and content experience possible.

Everything HubSpot has to offer it gives you the freedom to concentrate on the important parts of your business, team and audiences; making sure you are getting it right every time, and THIS is why you really need HubSpot.

HubSpot provides a complete Customer Relationship Management (CRM) system that enables your business to grow with tailored integrations and tools. From building powerful websites to increasing leads or even helping to accelerate sales, HubSpot offers standalone Hubs to achieve all of these goals.

The complete HubSpot CRM Platform is made up of four Hubs for marketing, sales, service and content. These hubs can be accessed separately each including the best CRM platform benefits, but also work harmoniously to provide even greater results when amalgamated and create the #1 Complete CRM Platform.

 

COMPLETE HUBSPOT CRM PLATFORM

 

HubSpot Complete CRM Platform. Visual representation of HubSpot Complete CRM Platform inclusive of marketing, sales, service and content management hubs

 

Noun:

A CRM platform promises a single source of truth that empowers your front office teams to deepen their relationships with customers and provide the best-in-class experience

 

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There are other CRM’s, so why choose HubSpot?

 

5 Legacy CRMs Vs HubSpot Complete CRM

 

 

Yes, there are other CRM systems out there, so why HubSpot I hear you say! Well, many legacy platforms can be quite expensive, heavily sales orientated and store data that is not utilised efficiently. Also, many other CRM systems use tools and integrations from various tech companies and attach their name to it, to form what seems to be a single-source platform. With this, it brings complications when accessing data across teams for seamless operation.

 

Legacy CRM Platform product flow. Salesforce product flow and acquisition

 

“How we build is why we win”

 

HubSpot prides themselves on being different and that their entire product line is built natively upon the same foundation. HubSpot’s CRM Platform is differentiated by:

 

  • Total cost of ownership
  • Adoption
  • Time to value
  • Ease of use
  • Scale

 

 

CRM Platform Vs THE CRM Platform product flow. comparison of legacy CRM platform workflow versus HubSpot #1 CRM platform

 

HubSpot really is built differently, I know you may be thinking, “yeah, yeah heard that before”, but Whitehat SEO will not put its stamp of approval or promote anything that we have not personally tried or tested with favourable results. To take this one further not only do we recommend HubSpot as the #1 CRM Platform we actually use it ourselves!

HubSpot is built with the customer experience in mind, whilst other CRM systems are patched together through acquisition. What we really love about HubSpot CRM platform is the ease of use and continual support and superb results we attain by using it. We also like HubSpot because they resonate what Whitehat SEO believe and that is, what is good for you and your business is good for your customer.

With award-winning support, HubSpot encourage you to learn whilst growing, they have a vast and thriving community and provide many educative courses and tutorials available to help you on your journey. So not only do they nurture you to nurture your customers, they provide excellent packages and implements to ensure you and your team are delivering to the best of their abilities.

 

‘In 2020 you no longer have to choose between powerful and easy to use’

 

At the heart of HubSpot’s delivery, above all, is its concentration on customer satisfaction. They make this clear in the services they provide, but also, the important emphasis is put upon providing a system that is both powerful and easy to use.

HubSpot prides themselves on providing everything in one place for ease of use and displays transparency, flexibility and a streamlined process that is adapted to individual clients in order to pass the benefits on to their own customers. HubSpot Complete CRM Platform allows clients complete control, with easy yet powerful customisation and implementation.

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Why you shouldn’t have to compromise on a CRM platform

 

confused customer crm choice

 

As one of their platinum partners, Whitehat SEO is forever promoting HubSpot’s various components and attributes. In the first instance, we explain in detail the features of any relevant Hub a client may need to attain their desired outcome, yet as client bases grow, HubSpot evolves to maintain demand. This is why we decided it was high time to unbox the wonders of HubSpot’s Complete CRM Platform and share with you all.

We want to show you how the renowned inbound methodology and HubSpot’s individual Hubs combine, to produce an incredible interactive one-stop platform that can aid businesses and teams in reaching their goals and objectives!

 

How HubSpot is built differently. HubSpot is built differerntly from one unified foundation.  incorporating five elements needed for successful outcomes: data, content, messaging, automation and reporting.

 

‘A single interface for marketing, sales, service and the rest of the business to operate’

 

HubSpot Complete CRM platform includes tools, features and integrations across all hubs that are built from one unified foundation. This enables companies to formulate apps and extensions that are easily adapted and integrated throughout the entire product line, due to HubSpot’s core foundation technology. This makes EVERYONE'S life much easier because everything just works!

 

HubSpot Hubs built with common platform elements

 

HubSpot complete CRM platform considers all essential components that are needed for all business departments to succeed individually yet collectively, yielding best results for both business and customer.

There is a plethora of extra education, tools and support that can be had by enrolling for HubSpot services. Though it may all seem a bit daunting at first, whether it be due to budget, time constraints or information overload that’s your worry, HubSpot has got you covered.

 

The Pain of legacy CRM platforms and the remedy of HubSpot CRM platform. comparison of pain points of legacy CRM platforms versus the remedy of the HubSpot CRM platform

 

As stated, there are many other CRM systems but none are as exhaustive of tools, integrations, templates, education, training (in the form of the HubSpot Academy courses), customisation and customer focus as HubSpot. This is why they believe you shouldn’t have to compromise on quality, quantity or adaptivity for your business needs.

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There is something for everyone

There is something for everyone. images of various people profiles showing HubSpot membership tiers to suit all

 

At first, clients can be hesitant in integrating HubSpot into their business but once implemented they don’t know what they ever did without it!

Free CRM?

Of course, HubSpot is fully aware of this and have a tiered membership subscription, to suit your business needs. To take it further; making sure it is a win-win situation for all, HubSpot offer a fantastic range of tools absolutely free. Using the HubSpot free CRM, in your own time, you can get to grips with the platform, use the tools, forms, landing pages plus much more. Alongside this, a tracking system is in place for you to test the effectiveness of those tools and see results.

 

 

CRM HUBSPOT MEMBERSHIP TIERS

We will look at each Hub that makes up the HubSpot Complete CRM Platform in more detail in the subsequent chapters, but here is an overview of some of the tools offered in the tiered HubSpot subscriptions.

 

HubSpot CRM Overview free CRM system, displaying tools and features included. conversations plus live chat, contacts, companies, deals, prospects, tasks and activities, tickets, forms and pop-ups

 

Having everything at your fingertips, the HubSpot Customer Relationship Management offers a centralised, inclusive and interactive system that can be easily implemented throughout your business. Thus allowing your whole team to easily see and identify areas of success, tasks & activities assigned, and view deals and also prospects. Most importantly, being a powerful source, it allows you to bring together and organise all of your customer data in one place.

 

Marketing Hub Overview HubSpot marketing hub, displaying tools and features included for starter, professional and enterprise membership tiers.

 

With inbound methodology at the forefront, we need strong means to support this; HubSpot Marketing Hub is that exact powerful tool. Take the hassle out of your marketing creations using the Marketing Hub to sync all leads between networks for easier and efficient Ad delivery, convert visitors to leads through customised call-to-actions and capture leads through branded landing pages., Plus, you’re able to send contacts and audiences personalised emails which can be segmented, tracked and nurtured through Account-Based Management campaigns (ABM). To top it off, there are hundreds of HubSpot integrations that can be easily added if and when your company needs.

 

Sales Hub Overview HubSpot sales hub, displaying tools and features included for starter, professional and enterprise membership tiers.

 

Supply your prospects with exactly what they need at every step of their journey. Through the notifications tool, be alerted to actions they have taken, create personalised sales templates and helpful sales content that can be shared across your team, plus easily track contacts, deals, and tasks. Save time by channelling your energies to those who are likelier to buy, using the predicted lead scoring feature and then once converted can be followed up with a quote created right inside the HubSpot platform.

 

Service Hub Overview HubSpot service hub, displaying tools and features included for starter, professional and enterprise membership tiers.

 

Have your contacts contextual data at your fingertips as you converse with them over conversation and live chat with a ticketing service to organise and prioritise communication needed to solve your customer queries or issues. Giving customers empowerment through education is a wonderful thing and you can refer them to the Knowledge Base to guide them to helpful articles, videos and documents. Makes sure what your doing is right by deploying surveys with a feedback tool.

 

Whether you use the generous free tools or subscribe to the starter, professional or enterprise membership, I’m sure you can agree that there are a lot of nifty tools that can be used to help your business profoundly grow. Using the HubSpot Complete CRM Platform gives you have the ability to improve and serve the needs of your customers first. It has everything you need to be found, provide optimised content, and attract customers, convert leads and close deals seamlessly across your team.

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Which Hub should I choose and what membership tier do I start with?

 

 

Which Hub should I choose. A woman with a question mark on a post-it note trying to decide what HubSpot Hub she should choose and what membership tier to start with.

 

In the next few chapters, we will go over each HubSpot Hub in detail so that you can determine which Hub (or combination of Hubs), is right for you and your company. Once that is established you will then be better informed as to what membership tier will be most beneficial to you.

As an overview, this is what can be gained through the relevant components within the HubSpot Complete CRM platform and relative single Hubs. You can see that there are many benefits for all with the implementation of the #1 CRM Platform.

 

Overview of how HubSpot elements help within each hub

 

Without further ado, let’s dive right into the next chapters to explore the possibilities. Feel free to pick a chapter you are interested in, but when you have the time we urge you to have a thorough read of all Hub sector pages. You may well be pleasantly surprised at the extent of what is provided and the openings this can have for expansion in all areas of your business.

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Booking a Meeting


 

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Remember you can grab your comprehensive HubSpot Complete CRM Platform Guide to access when you need it most.

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Chapter 2

HubSpot CRM

What is HubSpot CRM and is it really free?

A Customer Relationship Management (CRM) system is the method of managing interactions with past, present and future customers. It is a process that allows companies to retrieve data and analyse these interactions to indicate tactics or direction.

 

HubSpot CRM Header. HubSpot CRM heading with flywheel on orange background

 

 

 

 

What is HubSpot CRM?

With the HubSpot CRM platform, it prides itself on offering a single interface for marketing, sales, and service, plus the whole of your business to operate. Not only do all hubs have the same look, feel and navigation but it runs simply and seamlessly from a single database built from the CRM.

For most companies, the driving forces are their customers and staff, for without them there would be no business! HubSpot recognises this and created the HubSpot CRM with both parties in mind. HubSpot CRM collates customer information and houses it in one central place. Once you are past the HubSpot CRM login, this centralised data then makes it easier for your whole team to locate; attend to customers quickly, efficiently and gives an extremely professional edge.

Note: HubSpot CRM pricing is based on a price-per-user, rather than the price-per-contact model used in the marketing hub.

There are many CRM systems out there but HubSpot’s main advantage over competitors is in the universality and scope of its CRM free software, teamed with the ethos of wanting you to grow better. HubSpot also understands that adoption of new systems can be tricky for various reasons and that’s why they made a guarantee that HubSpot CRM is:

 

100% free, with no limits of users, storage or time, and no expiration date

 

With that offer, what do you have to lose? As we unpack the plentiful tools, you will see that you need HubSpot CRM in your life!

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Who should use HubSpot CRM and when?

There are two ways in answering the first part of this question and that is based on your business type or need. This is due to the fact that every business is unique and does not always fall into a set category yet they all have needs that can be similar even if seeming specific. As for when to use a CRM system (free or not), these pain points are generally unified and felt through all businesses and across all sectors.

Two groups of business that see the greatest benefit from the HubSpot CRM system

  • Business to business (B2B) companies
  • Business to Customer (B2C) companies

 

There are many companies that may not fit into those two groups but would still gain from using the HubSpot CRM system. This is where you look at your business needs to determine whether the CRM system is right for you.

  • The need to maintain a central list of information on leads or customers
  • The need to keep account of multiple staff interactions with customers
  • The need to have a better understanding of your team’s productivity
  • The need to have structured processes in place

 

If you fall into either of the business categories or answered yes to any of the needs mentioned above, chances are you would greatly benefit from the HubSpot CRM system.

The question now is, when to adopt a CRM system? Many UK companies start with free CRM software for small business and in their own way start to collate and store data, the issue is that much of this data is across file locations, platforms or even housed with various staff members. Either way, there comes a point where all data needs to be accessible, analysed, processed and secured. Here are some indications to know when is the right time to think about adopting a CRM system

  • Flat structures of data storage aren’t giving the full picture and tough to feel/see the connection (e.g. database, spreadsheet etc).
  • Jumping between multiple locations to access data, resulting in reduced response time or missed opportunities (e.g. email to find their contact details, accounting tool to reveal revenue associated and spreadsheet to access data held etc).
  • An employee leaving equals loss of data (e.g. all information is logged with them and not centrally recorded).

Now you have a better idea as to who, why and when you need to adopt a HubSpot CRM system, let’s have a sneaky peek as to what you get for free!

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All on the same page

All on the same page. Open book with magical golden glowing pages of when your team are all on the same page

 

When your whole team is aligned and singing from the same song sheet, magical things can happen. So having everything in a centralised location not only makes for good business acumen but allows for the whole team to gain the same knowledge and insight of customers, leads and prospects. Being on the same page means there is less time wasted, less confusion and fewer frustrations; making way for more cohesion, more opportunities and ultimately more success.

 

HubSpot CRM Contacts + Companies. HubS[pt CRM contacts and companies database feature, description on left online screenshot on right

 

Nothing is more frustrating than when a piece of crucial information is missing from your contact database. With HubSpot CRM, rest assured that all your contact data will be to hand at any given point to assist in your interactions or enquiries between you; your leads or customers.

 

HubSpot CRM Conversations. HubSpot CRM Conversations tool, description on left online screenshot on right

 

No more guesswork or trying to fill in the gaps, when you pick up from where another team member left off. Whether it be a quick note or an in-depth email, you can swiftly locate, gauge and respond to your customers or prospects with the conversations tool. Utilise a shared inbox the whole team can access to manage 1-2-1 communications at scale and strengthen bonds with clientele.

Both staff and customers can appreciate continuity and unity across the board; using HubSpot CRM communicative tools permits a deeper knowledge and understanding of this.

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Seize the opportunity

Seize the opportunity. Yellow warning sign with Be Prepared showing you should seize the opportunity

 

When an opportunity presents itself we all know it’s best to be prepared and act quickly. Yet with numerous points of contact, new offerings of products and services, and the need for accurate and up to date information; being ready can be a daunting task in itself.

 

HubSpot CRM Prospects. HubSpot CRM Prospects tool, description on left online screenshot on right

 

Using the prospects tool gives valuable insight as to who is visiting your website. With relevant filters, you are able to capture and analyse data, saving precious time in harvesting prospects that are most engaged with your site, content, product or service. With these indicators, it is easier to prepare emails, literature or content in the pursuit of making the first contact with these potential buyers.

 

HubSpot CRM Deal Management. HubSpot CRM Deal management tool, description on left online screenshot on right

 

Never again miss a thriving opportunity with HubSpot CRM deals management tool. Your whole team can track and visualise deal stages, this in itself lending to additional touchpoint opportunities. By being able to store, manage and report on deals from a centralised platform, it can increase productivity, revenue, and accountability; all the while using the data to refine your sales process.

‘Be prepared or prepare to fail’, is a proverb that is prolifically used in business, and for good reason. If you do not prepare and arm your team with the tools needed, they will fail in operation or being able to seize opportunities. With HubSpot CRM you give them exactly what they need to succeed.

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Extra, extra, read all about it!

Mid-19th century, when important or sensational news occurred during the afternoon, newspapers would have to print an extra run due to the fact that paper runs were printed in the morning. Newspaper street vendors would then shout ‘extra, extra, read all about it’ to inform everyone of the urgency to get their copy.

Nowadays, Television, radio, the internet and social media platforms instantaneously inform us of prominent news. But the art of creating a buzz around your business or giving your prospects and customers something to ‘read all about’, should not be lost.

 

HubSpot CRM Email Marketing. HubSpot CRM email marketing feature, description on left online screenshot on right

 

Email marketing is not new but is still an effective communicative tool. Use the email marketing feature, to send bulk emails that are optimised and tested for viewing on various devices, prior to delivery. Take it a step further and create unique emails with the drag and drop editor; include personalisation tokens to give it that extra special touch. Guaranteeing that customers within your CRM system will receive the exact content necessary.

 

HubSpot CRM Ads. HubSpot CRM ads tool, description on left online screenshot on right

 

Advertising is an important part of daily life. Ads have a range of advantages that can communicate with your audience quickly, precisely and efficiently. Some of the advantages of Ads are, that they can:

  • Introduce a new product
  • Expand your audience
  • Increase sales
  • Educate consumers

Even though there are many more advantages to paid advertising, you also have to bear in mind some of the disadvantages. These can be cost, confusion and or sales of inferior products and services. By using the Ad management tool to monitor and maintain cross-network advertising, you lever the advantages and minimise disadvantages by collating precise data. This data will be indicative of successes and highlight areas for improvement to drive growth and be cost-effective for your business.

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Keep it moving!

Keep it moving. cogs mechanism of your business that need to turn to keep it moving effectively

 

Like a well-oiled machine, you have to keep your business moving in all directions. With everybody wanting and needing everything yesterday, to cope, you need robust systems that have the capacity, accuracy, and speed in place. With consumer consumption growing in this digital era, your systems also need to be scalable, dependable and on-demand.

 

HubSpot CRM Mobile App. HubSpot CRM mobile app, description on left mobile screenshot on right

 

Meet customer demand by taking your HubSpot CRM with you wherever you go, use HubSpot's free sales CRM software App to access contacts, set daily tasks & reminders and check up on those worthwhile leads. Retrieve crucial sales data and collaborate effortlessly with your team whilst in transit.

 

HubSpot CRM Business Card. HubSpot CRM business card scanner tool, description on left online mobile screen scanning card on right

 

HubSpot CRM mobile app allows you to keep your finger on the pulse, use features of your app within meetings and show your flare with the business card scanner. Easily create or add data to existing contacts with three easy steps. When you open the app you simply create contact and the HubSpot automatically analyses the data on the card and assigns it to the correct HubSpot properties. Once your contact is created you then have the ability of tracked emails, calling and much more.

Having a system that grows and literally moves with you is essential in this digital age, this simple CRM gives you and your team flexibility whether static or on the move.

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The glue that holds it all together

HubSpot CRM can be a standalone system, yet is the fundamental part of a system that bonds all the other HubSpot Hubs together. With numerous integrations and various tools to add for your business needs, HubSpot CRM is the way forward for the future, that is time-saving and highly cost-effective due to its free guarantee.

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Chapter 3

Marketing Hub

What is Marketing Hub?

Marketing Hub is sophisticated software that bridges multiple digital marketing domains in order to provide integrated access to applications and workflows; plus the abilities to capture and pull data and analytics.

 

Marketing Hub Header. HubSpot Marketing Hub heading with flywheel on orange background

 

 

 

SECTION LIST

How does HubSpot Marketing Hub work? Stay one step ahead
How marketing has changed Why are customers important in marketing?
Why understanding your customer is half of your strategy How do customers impact a business?

What does every customer want?

 

 

 

 

How Does HubSpot Marketing Hub Work?

Was that intro too much to take in? In a nutshell, HubSpot Marketing Hub is a powerful platform where all your marketing tools and data are stored and ready to use. With everything you need in one place and working across all platforms simultaneously, you will be able to deliver your company’s best, personalised experience to your target audience en masse.

Marketing Hub’s, marketing tools enable you to capture, track and convert leads. Having the ability to monitor your audiences’ transactions and behaviours will better ensure you deliver what they need at any given point of their buyers' journey.

With all that Marketing Hub has to offer, you will be saving you and your team precious time and energy to put into other projects. With so much to get through let's crack on!

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Stay one step ahead (of your customer and the competition)

Stay one step ahead. stairs drawn in chalk to represent staying one step ahead of customer and competition

 

We know this is a common phrase used in business but with this digital age and the rise of customers being their own salesperson it really is now a level playing field between businesses that use online marketing. With HubSpot Marketing Hub you are able to use the tools and data to more enable your team and equip customers with greater knowledge; creating trust and lasting bonds with current and future leads.

You need to understand and be aware that customers don’t necessarily need you but they will want you but at times vice versa! Armed with this knowledge using the Marketing Hub, you can serve them in the best manner possible. Most customers gather their own research, sift through reviews, access content or literature and then shortlist prospects; all this is before actually physically talking to a person in a company!

So where do you go, or what do you now? You may think you’re obsolete but in fact, it is totally the opposite and is in your favour. With customers doing most of the groundwork themselves you need to make sure that the correct information and content is there for them and that you are targeting them in a non-aggressive but rather a complementary way.

Using the features of Marketing Hub will give you a keen edge over your competitors. Whether your business will use a starter, professional or enterprise package you will be able to see the benefits of the marketing synchronisation within the hub. Below the sections you can see what is included within each subscription package, to establish what would suit your business needs best we will explore each particulars that are included.

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How marketing has changed

With the improvement of technology and increase of consumer consumption and satisfaction, marketing is no longer restricted to traditional methods. There has been an obvious shift of favouring inbound marketing now over outbound, yet even with this, consumer patterns are forever evolving. Customers want a great and personal experience and what better way to engage them by allowing them to receive personalised messages and view tailored Ads that they will appreciate. Marketing Hub uses the HubSpot Ads tool to help you do exactly this.

 

Ads

HubSpot Marketing Hub HubSpot Ads. HubSpot Marketing hub ads feature, description on left online screenshot on right

 

No matter what platform/s you use to attract your target audience, Ads are one of those things we need but they can be a little bit tricky to master. HubSpot Marketing Hub allows you the ease of syncing all contacts across networks and managing you Ad creation/management (spend limitations apply). To get the most out of the HubSpot Ads Machine, We have an in-depth article with tips and tricks on how to use ads in HubSpot.

This will enable you to create brilliant Ads for targeting and remarketing to audiences. With professional and enterprise packages you are able to see reporting statistics on Return Of Investment (ROI) which is an essential bit data when deciding what direction to take Ad campaigns and also the representation of their overall effectiveness.

 

MARKETING HUB (Ads)

Starter

Professional

Enterprise

  • Lead Synching
  •  Ad creation/management ($100/month)
  • 2 contact retargeting audiences, synching daily
  • Ad creation/management ($10k/month)
  • 5 contact audiences, synching daily
  • ROI reporting
  • Ads optimisation events (5 synced events)
  • Ad creation/management ($30k/month)
  • 15 contact audiences, synching daily
  • Ads optimisation events (15 synced events)

 

  • Additional when upgrading from starter to professional
  • Additional when upgrading from professional to enterprise

 

 

Email Marketing

HubSpot Marketing Hub Email Marketing. HubSpot Marketing hub email marketing tool, description on left online screenshot on right

 

Email is the oldest yet most effective communication channels, I know you may be thinking that email is a bit outdated and many end up in the bin, but from the first email being sent in 1978 and generating nearly $13 million in sales, email marketing is here to stay!

Let’s have a look at some facts.
  • 9 billion daily email users
  • 99% of consumers use their email accounts every day
  • Welcome emails have an 82% average open rate
  • Personalised emails have a 50% increased chance of an open rate
  • 46% of emails are opened using a mobile phone
  • 59% of respondents say marketing emails influence their decision

 

With those numbers, you can see how email communication is still to be an integral part of your marketing strategy. With Marketing Hub you are able to send personalised messages that your target audiences will want to receive, that will aid in developing relationships with prospects and customers.

With an automated process, you will be able to send what they need when they need it, without the headache and stress for your team with manual scheduling or responding. Including email health reporting and DKIM authentication, Marketing Hub email marketing tool will be able to let you know problems faced of email delivery in order for you to retrieve genuine return of investment (ROI) data.

With professional and enterprise packages you are able to take this style of personalisation even further, send blog email, conduct A/B testing and even be able to send emails for designated time zones.

 

MARKETING HUB (email marketing)

Starter

Professional

Enterprise

  • Email health reporting
  • DKIM authentication
  • Send limit (5x contact tier)
  • HubSpot branding removed
  • Send limit (10x contact tier)
  • Email comparison reporting
  • Email client preview
  • Custom HTML email (design manager)
  • Blog/RSS emails
  • A/B testing and Smart content emails
  • Smart send/ time zone sending
  • Custom reply-to addresses
  • Programmable beta
  • Multiple CANSPAM footers
  • Send frequency cap
  • Partitioning (email)
  • Custom object personalisation tokens in automated emails

 

  • Additional when upgrading from starter to professional
  • Additional when upgrading from professional to enterprise

 

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Why are customers important in marketing?

No matter your industry, whether B2B or B2C or if you’re selling products or services, customers are one of the most important parts of your business. Without customers, there would be nobody to sell to and this is why they are a crucial factor when developing your marketing and messaging strategy. The way to do this is through research and data capturing, which sounds laborious but doesn’t have to be with Marketing Hub forms.

 

Forms

HubSpot Marketing Hub Forms Conversion Tools.  conversion tools, description on left online screenshot on right

 

Within Marketing Hub you have the form builder and conversion tool which acts as an instrument to convert website visitors into qualified leads. They can be added to landing pages or embedded on your website pages to entice visitors to interact and capture useful data to recall later.

With professional and enterprise subscription you are able to have dependant and smart fields which will accrue more detailed and knowledgeable data of your audience and their wants and needs.

 

MARKETING HUB (forms)

Starter

Professional

Enterprise

  • Standalone, pop-up, embedded and collected forms
  • GDPR options
  • Custom styling
  • HubSpot branding removed
  • Code customisations
  • Dependant fields
  • Smart fields
  • Custom email validation
  • Custom targeting
  • Custom object property support
  • Partitioning (email)

 

  • Additional when upgrading from starter to professional
  • Additional when upgrading from professional to enterprise

 

 

Automation

HubSpot Marketing Hub Marketing Automation. automation tools, description on left online screenshot on right

Automation is a great way to make everything run smoothly allowing you to pay attention to detail to delight prospects and customers. From form follow up emails in the starter package, with professional and enterprise, you can progress to include workflows to easily visually access the automation of email, lists, Ads audiences and more. You can include event-based delays so that prospects are contacted at the right time, add third party app extension and also retrieve valuable goals and performance data.

 

MARKETING HUB (automation)

Starter

Professional

Enterprise

  • Form follow-up emails (3)
  • 300 workflows to automate email, property changes, lists, ads audiences, create task, and create company
  • Contact & company triggers
  • Advanced time delays
  • 3rd party app extensions (slack, zoom, Asana and more)
  • Multi-branching
  • Goals & performance data
  • 1000 workflows to automate email, property changes, lists, ads audiences, create task, and create company
  • Custom object triggers
  • Behavioural event triggers & if/then filters
  • Webhooks
  •  

 

  • Additional when upgrading from starter to professional
  • Additional when upgrading from professional to enterprise

 

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Why understanding your customer is half of your marketing strategy

The main mission of your marketing strategy is to attract, engage and delight your customer at any given point of their buyers’ journey. So unless you understand your customers’ preference in consuming content and information in influencing their purchase decision, how are you to truly able to deliver?

You must lead with your buyer personas needs and interests in mind, delivering quality content and information in order for them to genuinely connect with your brand, service or product. The way in which they interact with your business offerings is what you will use to develop, guide and tailor interactions for future and current prospects.

 

Reporting

HubSpot Marketing Hub Dashboards and Reporting. dashboard & reporting feature, description on left online screenshot on right

 

With your starter bundle, you will have a standardised dashboard with basic analytics for your business. With subsequent subscriptions you can upgrade to create custom reports on metrics personalised to you and your team's Key Performance Indicators (KPIs), extracting data that will help you understand both your efforts and prospects better.

 

MARKETING HUB (automation)

Starter

Professional

Enterprise

  • Reporting dashboard (10)
  • Reporting dashboard (25)
  • Campaign reporting (1000)
  • Custom reports (100)
  •  Cross-object reporting
  • Contact create attributions (10,000 interactions)
  • Custom report builder beta
  • Filtered analytics (25 views)
  • Website traffic analytics
  • Reporting dashboard (50)
  • Custom reports (500)
  • Behavioural triggered events & reporting
  • Multi-touch revenue attribution
  • Filtered analytics (50 views)
  • Partitioning (reporting)
  •  

 

  • Additional when upgrading from starter to professional
  • Additional when upgrading from professional to enterprise

 

 

Content

HubSpot Marketing Hub Blogging Tools. blogging tools, description on left online screenshot on right

 

Content is key in any digital marketing mix, and for good reason too. Content marketing is where your business uses landing pages, blogs, eBooks, guides, podcast, video and more to attract, engage and convert website visitors.

When creating content your imagination is literally your restriction, and in this day and age you need to stand out

  • There are currently 850,000 active podcasts (Jan 2020)
  • 4 million blog posts were published daily (Mar 2019)
  • Over 70 eBooks are uploaded each hour (2018)
  • 300 hours of video are uploaded to YouTube every minute (Aug 2020)

Within the Marketing Hub framework, you can use the starter content tool to construct engaging landing pages. With upgrades, you get to use the tool to produce blog posts and use the SEO recommendations and optimising feature to ensure appealing content to serve to your buyer personas.

 

HubSpot Marketing Hub SEO. SEO tool, description on left online screenshot on right

 

MARKETING HUB (content)

Starter

Professional

Enterprise

  • Landing pages
  • Blogs
  • SEO recommendations & optimisations
  • Smart content & reporting
  • A/B testing on landing pages
  • Unlimited connected subdomains
  • Multi-language support for pages and blog posts
  • Partitioning (landing pages) beta

 

 

  • Additional when upgrading from starter to professional
  • Additional when upgrading from professional to enterprise

 

 

HubSpot Video

HubSpot Marketing Hub HubSpot Video. video marketing feature, description on left online screenshot on right

 

Use video as an interactive way to increase engagement, educate consumers and reach new audiences. Whilst being a convenient and efficient way for consumers to absorb information, the use of video is an attractive tool for businesses too.

According to Optinmonster, video marketers get 66% more qualified leads per year, achieve a 54% increase of brand awareness and 93% of marketers have recorded that they landed a new customer due to a video on social media.

With HubSpot Video (professional and enterprise only) you can use the medium of video in website or landing pages, blog posts, forms and much more. Humans are highly visual creatures and use visual clues for adaptive behaviour. So why not put this instinct to good use HubSpot video for your video marketing needs.

 

MARKETING HUB (video)

Starter

Professional

Enterprise

  • N/A
  • Manage & host up to 250 videos
  • Manage & host up to 250 videos

 

 

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How do customers impact a business?

Customer engagement, brand recognition, revenue and customer service are all things social media can have multiple positive impacts on. Like with the Marketing Hub factors here, without customer impact the desired effect is obsolete.

Surveying the way in which your customers or prospects use and interact with social media is a good way to personalise your brand, market products or services differently and communicate with them. It is also a valuable tool for competitor analysis and to view how they too are interacting with customers and using various platforms to grow.

 

Social

HubSpot Marketing Hub Social Tools. social tools, description on left online screenshot on right

 

Social media has been fast accelerating over the past five years, with the average internet user having 6 accounts in 2015, this figure has now risen and is over 8 social media accounts in 2020. To date, there are currently 3.81 billion people using social media. That equates to a lot of exposure, coverage and interactions daily. With positives can come negatives and this I why the social tools within the Marketing Hub (professional and enterprise only), are essential to keeping your teams’ finger on the pulse. Track interactions and conversations across platforms so as to not have any missed opportunities for engagement.

 

MARKETING HUB (social)

Starter

Professional

Enterprise

  • N/A
  • 10,000 posts/mo over 50 connected accounts
  • Schedule posts 3 years in advance
  • Reporting for connected accounts across networks
  • Network specific-reporting
  • Twitter monitoring
  • Facebook social post boosting via paid ads
  • 10,000 posts/mo over 300 connected accounts
  • Rival IQ integration
  • YouTube reporting

 

 

 

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What does every customer want?

Every customer wants to be heard, valued and able to identify, especially with your brand, product or service. But most importantly, every customer or prospect ultimately wants a solution to their problem.

Using the Marketing Hub tools and implementations you are able to track, trace, predict and provide the greatest solutions for your target audiences. Equipping them with correct and precise information that they require; in short, you are enabling them to make informed decisions that will lead to lasting loyal relationships for your company and brand.

Marketing Hub has HubSpot CRM benefits and works collectively with all Hubs within the HubSpot Complete CRM Platform and the numerous HubSpot app integrations. Track contacts, companies, deals, tickets and more right from inside the number one CRM for small to medium-sized businesses (SMBs) and add tools, as and when they are needed for your team.

 

MARKETING HUB PLATFORM BENEFITS

 

Marketing Hub Platform Benefits. the pain of legacy software and gain of HubSpot within the 5 elements data, reporting, automation, messaging and content.

 

With Marketing Hub being built as part of the free CRM app you can keep data and messaging at the heart of what you do. With these stand out features, the Marketing Hub and CRM system will seem irresistible.

  • Automatically updated smart lists, when contacts meet specified criteria. Allowing for up-to-date segmentation and targeting.
  • Multi-touch attribution reporting. Shows where and how your marketing and sales activities are driving revenue to your business.
  • Workflows that can be set to automatically update contact properties to effortlessly pass positive leads to your sales team.
  • Create conversations that span email, live chat and Facebook Messenger
  • Regardless of what stage your customer is in their journey, create a consistent web experience for your audience with templates and landing pages that can be personalised to match the look and feel of your brand.

 

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Chapter 4

Sales Hub

What is Sales Hub?

Want to arm your team with time-saving tools that give greater insight to prospects, automation of unpopular or tedious tasks and close deals even faster? Well then, HubSpot Sales Hub is the software that will get you there! Sales hub is used to increase efficiency and reduce friction by bringing together your arsenal of all tools, templates, documents and data into one easy to use platform.

 

Sales Hub Header. Teal screen with Sales Hub Title and HubSpot multicolour Flywheel

 

 

 

 

 

How does HubSpot Sales Hub work?

With seamless integration of HubSpot CRM and external apps, it creates an easy and accessible process not just for the sales team but the whole of your business to use and follow. Sales Hub allows you to get noticed and never miss an opportunity to connect. You can identify your best performing pieces, track and record calls, effortlessly schedule meetings or appointments and all the while have worthy analytic data to keep track of what is working best.

Within all packages for Sales Hub, there are varied features for both portal and seat. Portal features are tools that appear within the portal interface. Seat features are when you give access to users to the paid features included in your Sales Hub subscription (starter, professional, or enterprise). Each time you grant a user access, you are assigning one seat.

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What are the most common pain points in sales?

A pain point is a specific problem that your team may encounter, here we have listed the most common pain points within sales teams:

  • Too much time spent in meetings
  • Too much administration
  • Confusing processes
  • Sales and Marketing aren’t aligned
  • Insufficient training
  • Low lead quality

There can be many difficulties to overcome in your sales team before even trying to solve customer pain points. Yet with HubSpot Sales Hub, the software and tools are designed to make these pain points a little easier so that you and your team are freed up to focus on the important things and making the magic happen.

There are tools aplenty within the Sales Hub platform that can ease many of these pain points, if not eliminate them altogether. That sounds good doesn’t it, so let’s get to it.

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The importance of starting conversations

Sales Hub conversation + live chat. slide with conversations and live chat window dialogue

 

Like with any relationship that is built to last, it starts with the art of conversation and the relationship between you and your customers or prospects is no different. Using the conversations inbox you are able to know exactly what has been said when, where and by whom in order to guarantee a seamless flow of dialogue for your customer. Everybody hates having to repeat themselves with every new person they are passed on to, this way you are providing the reassurance needed that you are there to assist, wholeheartedly understand their needs and that their time is not being wasted.

 

Sales Hub notifications. HubSpot sales hub notifications, description on left online screenshot on right

 

You can take it a step further and make use of the notifications tools so as to not miss an opportunity to connect with prospects. When an email is opened, or links clicked and downloaded, data is captured from these actions which can help you identify best performing pieces to be used to create personalised models with the templates & snippets tool.

 

Sales Hub Templates & Snippets. HubSpot sales hub templates & snippets tools, description on left online screenshot on right

 

Conversation is a basic need within all of us, using the tools inside Sales Hub allows you to hear, listen and respond to the expressed wishes, likes and dislikes of your prospects. Sales Hub gives you and your team the confidence and reassurance to respond accurately, appropriately and punctually.

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Go deeper and give them more!

Go deeper, give them more. Dig deeper and give your customers more. hands holding up a white card  with More! More! More! written in red

 

In the words of Oliver Twist, “More please Sir!” give your prospects more of what they want. Be consistent in your brand message by using the documents tool to create a portfolio of valuable sales content that will build trust and lasting relationships, ultimately leading to closing that deal.

 

Sales Hub Documents. HubSpot sales hub documents feature, description on left online screenshot on right

 

It is important to follow the nurturing of leads right through; so the addition of a phone call or even scheduled meeting can enhance that personal touch. The calling feature allows you to deeper connect with customers directly and conveniently, giving them more of what they want.

 

Sales Hub Calling. HubSpot sales hub calling feature, description on left online screenshot on right

 

Whether a consumer or business, whenever a meeting needs to occur we are usually dictated to in terms of timings, especially if across departments. The meetings tool does the exact opposite, it puts the power in prospects hands to pick and choose when is convenient, even across departments.

 

Sales Hub Meetings. HubSpot sales hub meetings tool, description on left online screenshot on right

 

Giving power to prospects may sound insane but with the Sales Hub meetings tool, it actually has an advantage for everyone. It allows for transparency to the consumer and also for the team to see who, when and where they have meetings or appointments booked. The meeting tool also allows clients to feel they are getting that uninterrupted 1-2-1 time with you that develops and solidifies loyalty.

HubSpot Sales Hub tools allow for the easy and personal interaction between your team and that prospects need to establish trust. With the implementation of Sales Hub, you will be able to assist prospects in moving along the funnel, fundamentally converting to customers.

 

The features mentioned above are all included in the Sales Hub starter membership package.

Sales Hub Starter

Portal Features

Seat Features

Contact management

Activity feed

Companies

Deals

Deal pipelines (2)

Simple automation

Tasks

Company insights

Inbox integration

Relational import

Team email

Live chat

Conversations inbox (1)

Conversational bots

Reporting (standard)

Multi-currency (5)

Custom properties (1000)

Available on iOS/Android

Task queues

Conversation routing

Email scheduling

Email tracking & notifications

Email templates (1000)

Canned snippets (1000)

Documents (1000)

Quotes (100 per deal)

Calling (500 minutes)

Meetings (1000)

 

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Make life easy, make it flow

As with any sales there needs to be coherent processes in place in order for your team to be confident in delivery. You may have heard the term K.I.S.S (Keep It Simple Stupid) and this approach can be applied when streamlining your process. Keeping it uncomplicated will result in higher levels of productivity. One way to achieve this is by using the automation tool within Sales Hub professional and enterprise subscription.

 

Sales Hub Automation. HubSpot sales hub automation tool, description on left online screenshot on right

 

Like within HubSpot Marketing Hub, automation allows everything to run smoothly. Letting you pay closer attention to other tasks that will enable prospects to move along the pipeline and convert to qualified leads. Reinforce the strength of automation with sequencing tools, using your templates you can set up programmed email and messaging series to be sent out to current or future prospects at just the right time.

 

Sales Hub Sequences. HubSpot sales hub sequences tool, description on left online screenshot on right

 

Timing is an essential part of your business strategy for all divisions, but none more so than sales. For within sales, an opportunity missed is an opportunity lost, sometimes never to return. So leave nothing to chance by making good use of the automation and sequencing tools within Sales Hub to put your mind at rest of never losing an opportunity window.

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How to show them what you’ve got

Many things can get lost in translation, so what better way to connect with a prospect than literally showing them what you’ve got! Sales Hub allows you to create personalised videos that can be used to strengthen relationships and increase sales.

 

Sales Hub Video. HubSpot sales hub selling with video feature, description on left online screenshot on right

 

Videos can be used for a simple notion of touching base or to explain complex concepts, either way, prospects will appreciate that extra element of personalisation and dedication. Another way to visually delight prospects is to construct and maintain a catalogue of products to share when sending relevant communications.

 

Sales Hub Products And Quotes

 

Never again be flummoxed by the age-old question ‘how much will that be then?’ Within Sales Hub itself you’re able to quickly locate, adapt and tailor quotes to individual prospects, contacts or companies within your data. You can even receive payment from them in your desired currency through various methods (particular subscription may apply) and collect e-signatures by having quotes and documents signed. All the while they are documented and monitored within the portal, making it easy for you and your team to follow up as necessary depending on prospects actions.

 

Sales Hub Account Based Marketing. HubSpot sales hub account-based marketing tool, description on left online screenshot on right

 

With all this, show a united front between your sales and marketing team with Account-Based Marketing (ABM) programme. With its own impressive results and features, it allows an equilibrium of knowledge and practices between teams; reducing friction further and allowing for quicker and smoother closing of deals.

 

The features mentioned above are all included in the Sales Hub professional membership package.

Sales Hub Professional

Portal Features

Seat Features

Contact management

Activity feed

Companies

Target accounts home

Company scoring (5 properties)

Account overview

Deals

Deal pipelines (15)

Sales workflows

Tasks

Company insights

Inbox integration

Relational import

Team email

Live chat

Conversations inbox (100)

Conversational bots

Reporting (1 custom dashboard)

Multi-currency (30)

Custom properties (1000)

Available on iOS/Android

Custom reports (20)

Cross-object reporting

Teams (10)

Required fields

Asset management

Calculated properties (5)

Integrates with LinkedIn Sales Navigator

Conversation routing

Email scheduling

Email tracking & notifications

Email templates (1000)

Canned snippets (1000)

Documents (1000)

Quotes (100 per deal)

Calling (1000 minutes)

Meetings (1000)

Products

eSignature (10)

Buy-now links

Recommendations

Sequences

1:1 video creation

Forecasting NEW

 

Indicates additional functionality as you upgrade from Sales Hub Starter to Sales Hub Professional/Enterprise

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How to step up your game a notch

With further enhanced and sophisticated tools, enterprise subscription offers additional means to up your sales game. Having the edge in sales is literally a game-changer, using playbooks within the Sales Hub allows you to have your best practices and literature to hand that can even be recommended through next step automation, based on rules or actions taken.

This feature is extremely helpful when various members of the team have to deal with a prospect, a member is away, or someone is in training. It gives you peace of mind that no matter at what stage a prospect has reached your whole team will be singing from the same hymn sheet, so to speak.

 

Sales Hub Playbooks. HubSpot sales hub playbooks tool, description on left online screenshot on right

 

Make your team responsible by further improving their accountability with the advanced goals feature. You are able to assign specific and measurable goals to each team member, so as to track progress and remain on task.   It also works as a forecast, to identify and address any areas of improvement needed that can be developed for future success.

 

Sales Hub Advanced Goals. HubSpot sales hub advanced goals feature, description on left online screenshot on right

 

Wouldn’t it be a dream come true if there was a way that quality leads could be prophesied? A way to take into consideration all behaviours, habits and demographics; then have a probability indicator of them signing up and buying from you?

Dream no more, Sales Hub is your fortune teller. With predictive lead scoring, it does exactly what it says on the tin! What better way to streamline your team’s focus, than towards contacts and prospects that are more likely to purchase from you.

 

Sales Hub Predictive Lead Scoring. HubSpot sales hub predictive lead scoring feature, description on left online screenshot on right

 

In addition to the calling feature, with an enterprise package, when conducting 1-2-1 calls with prospects you have the ability to record calls with transcription. This is an extra valuable feature, for transcripts allow the whole team to know what has been said, it also can be used for training, but more importantly, it serves as a good knowledge base to extract information otherwise not captured in from fields or contact properties. By using all these features to learn your customers and prospects inside out you are bound to be ahead of the game and give any competition a run for their money.

 

Sales Hub Call Transcription. HubSpot sales hub call transcription feature, description on left online screenshot on right

 

The features mentioned above are all included in the Sales Hub enterprise membership package.

Sales Hub Enterprise

Portal Features

Seat Features

Contact management

Activity feed

Companies

Target accounts home

Company scoring (25 properties)

Account overview

Deals

Deal pipelines (50)

Sales workflows

Tasks

Company insights

Inbox integration

Relational import

Team email

Live chat

Conversations inbox (100)

Conversational bots

Additional dashboards (25)

Multi-currency (200)

Custom properties (1000)

Custom objects (10) NEW

Available on iOS/Android

Custom reports (500)

Cross-object reporting

Teams (200)

Required fields

Asset management

Field-level permissions

Calculated properties (unlimited)

Integrates with LinkedIn Sales Navigator

Predictive lead scoring

Custom bots

Custom property search

Recurring revenue

Slack integration

Hierarchical teams

Single sign-on

Task queues

Conversation routing

Email scheduling

Email tracking & notifications

Email templates (1000)

Canned snippets (1000)

Documents (1000)

Quotes

Proposals NEW

Calling (1500 minutes)

Meetings (1000)

Products

eSignature (30)

Buy-now links

Recommendations

Sequences

1:1 video creation

Forecasting NEW

Quote approvals

Call transcription

Playbooks

Advanced goals

 

Indicates additional functionality as you upgrade from Sales Hub Professional to Sales Hub Enterprise

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Now put it all together

You have been able to see what Sales Hub has to offer and also what wonders it could do for you and your business. Highlighting some of the features and extra tools, you’re able to realise, that implementing Sales Hub can easily fix some of the pain points we mentioned in the beginning.

With HubSpot Sales Hub you give your team an extra layer of armour that will exude knowledge, confidence and success. It has benefits of HubSpot CRM and works harmoniously alongside all other Hubs within the HubSpot Complete CRM Platform and many HubSpot app integrations. You are able to track, trace, and automate right from within the number one CRM dedicated to SMBs (small to medium businesses), with the easy addition of tools that make sense for you and your team.

 

SALES HUB PLATFORM BENEFITS

 

Sales Hub Platform Benefits. the pain of legacy software and gain of HubSpot within the 5 elements data, reporting, automation, messaging and content.

 

Being part of the CRM platform, using the Sales Hub benefits teams by eliminating friction and creating multi-functional alignment. With these stand out features, the Sales Hub and CRM system will seem irresistible.

 

  • Amalgamated contact timeline keeps contact details at the forefront
  • Forecasting that allows for accurate translation on the likelihood of attaining goals and revenue and highlight possible deficits.
  • Inbox interactions are automatically saved and stored with HubSpot integration
  • Assign leads, tasks and update deal information automatically with workflows.
  • With the meeting feature, any team member can book meetings without conflict.

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Chapter 5

Service Hub

What is Service Hub?

HubSpot Service Hub is a software that enables you to bring all customer service channels and data together in one place, that’s easily accessible to help promote growth and support through automation and self-service.

 

Service Hub Header. Teal screen with Service Hub Title and HubSpot multicolour Flywheel

 

 

 

 

 

How does HubSpot Service Hub Work?

In short, Service Hub equips you and your team to stand out for all the right reasons, with a plethora of tools and applications that assist, encourage, and empower, both you and your customers. At every touchpoint, the use of Service Hub instils confidence and reassurance that customers are receiving the best possible service and that your team have the finest systems in place to achieve this.

The benefit to using Service Hub is the purpose of having more time to develop proactive client service approaches that will delight customers, help advance higher retention rates and also assist in expanding your customer base at scale. All this and still Service Hub allows for further identification of opportunities to enhance your customer experience that goes above and beyond to create advocates for your products or services.

Within all packages for Service Hub, there are varied features for both portal and seat. Portal features are tools that appear within the portal interface and can be accessed by all. Seat features are when you give access to users to the paid features included in your Sales Hub subscription (starter, professional, or enterprise). Each time you grant a user access, you are assigning one seat.

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What are the main needs of a customer?

what are the main needs of a customer. Young employee listening to headset interested in customer needs, accompanied by her team

 

For many years companies have always concentrated on ‘what they do’ or ‘how they do it’, rather than why they do it; that has tended to also be the case of processes within departments of companies. Yet with the rise of inbound marketing, the focus has shifted to be more customer based and the retraining of all to start with your why, first.

Regardless if it’s your business process, product or team operation, when you realise why you do something the ‘what’ and ‘how’ becomes secondary and usually, naturally falls into place. Service Hub allows you to concentrate on your why and takes care of the ‘what and how’, with the use of various tools and helpful accumulated data.

As humans, we tend to overthink and definitely overcomplicate simple matters! So, in no particular order, we have a list of basic needs that a customer requires.

  • Control
  • Fairness
  • Friendliness
  • Information
  • Options and alternatives
  • Understanding and empathy

All of these, I’m sure you can agree are pretty basic, yet all are what we require. Service Hub can help with all of these and much more. Music to your ears? Let’s unwrap Service Hub and see what it really has to offer and how it can help you go above and beyond.

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Service is the new sales

Service is the new sales. two businessman handshake, service can make or break a deal

 

It’s not rocket science that service is an important factor when customers are considering to purchase from a company, but recent studies have shown that two-thirds of customers will switch providers or refuse a sale due to poor customer service alone.

That is a significant number and now that customers are proactively researching, analysing and sharing their views and experiences, we can see that point of sale is still important but no longer the only point of victory.

 

Service Hub Conversations + Live chat. slide with conversations and live chat window dialogue

 

Though the art of conversation is not dead, gone are the days where word of mouth is only used to review and recommend, so to quantise this in a digital age let’s look at it from a social aspect.

 

A Facebook user with an average of 245 friends, can reach approximately 150,000 users!

 

WOW, when you look at it like that, that’s a fair few people to influence or dissuade from your business.

With the conversation and live chat feature, your team are able to visualise and monitor all communications, from questions and queries to emails sent. With all communications in one place, you’re able to pay close attention to detail and provide outstanding customer service.

 

Service Hub Ticketing & Help desk. HubSpot service hub tickets & help desk, description on left online screenshot on right

 

At times, we can all be overwhelmed with requests and Service Hub offers the use of tickets and help desk. This allows you to organise and prioritise received issues or requests, and assign to the relevant team members to be dealt with promptly and efficiently. As the old saying goes ‘bad news spreads faster than good’. Whether positive or negative, from the Facebook example, you can clearly see how many people you can reach by proxy, through only ONE customer reaction to your interactions.

 

Service Hub Templates, Sequences & Snippets. HubSpot service hub templates, sequences & snippets tool, description on left online screenshot on right

 

This highlights the significance of having your customer service team and processes aligned in order to promote cohesion and delight across all business departments. With Service Hub it allows you to consider all these elements, amalgamate and implement a seamless operation to give your customers the service they deserve. Using templates, sequences and snippets you can guarantee that every team member has the knowledge and power at hand to deliver at all times.

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What do customers expect?

As we mentioned earlier, there are some basic needs a customer has but maybe one of the most, required by ALL, is attention. Yes! We all like to be paid some attention, whether being showered with gifts or being attentively listened to when we have a problem we want to express. Basically put, we need to know that someone is there and that they actually care.

 

Service Hub Calling. HubSpot service hub calling feature, description on left online screenshot on right

 

Use the direct calling feature to connect with customers that may need that extra sense of attention to ease fears, sort out a problem or to genuinely check in on them. Whatever the need for your team or customer, calling is a great use of direct and personal communication, which will be valued highly.

 

Service Hub Meetings. HubSpot service hub meetings tool, description on left online screenshot on right

 

Another way to fulfil customer expectation is to give them control, allow them to decide when and how you interact. With the Service Hub meeting tool, customers are able to see and pick a time that they will be able to have your full attention for you to meet their needs. Having them dictate when, where and how, usually denotes for a good meeting and high percentage that they will keep to the appointment time and date.

HubSpot Service Hub tools allow for the easy and personal interaction between your team and customers, needed to establish trust and create promotors of your brand, product or services. With the implementation of Service Hub, you and your team will have that warm glow inside of knowing that you all helped someone to the best of your abilities.

The features mentioned above are all included in the Service Hub starter membership package.

 

Sales Hub Starter

Portal Features

Seat Features

Tickets

Conversations inbox (1)

Live chat

Team email

Contact management

Activity feed

Companies

Deals

Tasks

Inbox integration

Conversational bots

Reporting (standard)

HubSpot branding removed

Conversation routing

Canned snippets (1000)

Calling (500 minutes)

Meetings (1000)

Sequences (1000)

Email templates (1000)

Email tracking & notifications

Documents (1000)

 

 

 

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What does good service look like?

Good customer service is an operation of seamless and effortless interactions that does not fail customers when something goes wrong. This is great, but you don’t just want to be good, you are aiming for exceptional customer service.

With Service Hub you’re are able to provide the functionality of ‘good customer service’ plus the ability of availability, honesty, and consistency. This, teamed with the offering of human 1-2-1 service establishes the grounds of offering exceptional customer service.

 

Service Hub Knowledge base. HubSpot service hub knowledge base, description on left online screenshot on right

 

Helping customers help themselves is a great way to educate and empower. Direct them to your knowledge base where frequently asked questions (FAQs) can be answered and interesting articles highlighted for review.

Data can be collected and analysed as to indicate which are your best performers and also denote search patterns to improve your content over time.

 

Service Hub Customer feedback. HubSpot service hub customer feedback feature, description on left online screenshot on right

 

Listen twice, speak once! In a world where we are bombarded with information and need to make noise to be heard, we sometimes forget the important skill of listening. Customer feedback is probably the most frightening yet best indication to know what areas are working and which need improvement. With this Service Hub tool, you can reap the benefits of taking the time to understand your customer through surveys that concentrate on important factors for both of you. With analysed data, you will be able to improve upon your product & services, plus evaluate customer experiences.

 

Service Hub Video features. HubSpot service hub video feature, description on left online screenshot on right

 

Offer personalised video to assist customers quicker in solving issues. You are able to tailor instructions, record your screen and help them navigate to finding the best solution possible. Videos can also be used and stored as knowledge base content, for those who are more of a visual (spatial) or audio (auditory) learner.

 

Service Hub Bots + Automation. HubSpot service hub bots + automation feature, description on left online screenshot on right

 

Another way to level up customer service and increase productivity is to use automation in routing customers. This frees up time to your team and quickly directs customers to relevant information or department, aiding in faster turnaround results. Through Service Hub bots & automation, it allows for common tasks be generated and your team to be aware of particular actions undertaken by customers.

With HubSpot Service Hub you are able to provide outstanding customer service that will instil trust, faith and loyalty within your customers. This will create invaluable promotion and advocacy of your brand, product and service across customer channels.

 

The features mentioned above are all included in the Service Hub professional membership package.

 

Sales Hub Professional

Portal Features

Seat Features

Tickets

Conversations inbox (10)

Live chat

Team email

Contact management

Activity feed

Companies

Deals

Tasks

Inbox integration

Conversational bots

Reporting (1 custom dashboard)

HubSpot branding removed

Multi-language knowledge base

Feedback surveys (NPS, CSAT, CX)

Service workflows

Multiple ticket pipelines

Custom reports (20)

Multi-currency (30)

Cross-object reporting

Teams (25)

Required fields

Salesforce integration

Conversation routing

Canned snippets (1000)

Calling (2000 minutes)

Meetings (1000)

Sequences (1000)

Email templates (1000)

Email tracking & notifications

Documents (1000)

HubSpot Video

 

Indicates additional functionality as you upgrade from Service Hub Starter to Service Hub Professional/Enterprise

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Give a little satisfaction

Although as good business approach we focus on the customer and delivering exceptional customer service, it is essential that your team have satisfaction too. In the simplest terms, happy employees equate to happy customers. Studies have shown that showing staff appreciation leads on to providing better customer service. Within your strategy make sure that staff are shown encouragement and appreciation once in a while to receive that feel-good factor of satisfaction.

 

Service Hub Advanced Goals. HubSpot service hub advanced goals feature, description on left online screenshot on right

 

Another important part of the customer service process is getting team members to take ownership. Doing this encourages them to spend time with the customer, rather than escalating or passing the problem on. With this, staff will feel a sense of pride and exude great customer service, the use of advanced goals gives everybody a chance to shine. So whether you create goals for individuals or teams targets, it allows for insight into how goals are achieved and also if customer expectations are surpassed.

 

Service Hub Playbooks. HubSpot service hub playbooks tool, description on left online screenshot on right

 

Be satisfied in knowing your team have the correct training, knowledge and skillset to execute exceptional client services by using Service Hub playbooks allows you to construct a robust library of resources. You can use the feature with rule-based automation so that even the newest member of the team can feel confident in delivering an outstanding service alongside suitable and correct information.

When all is said and done what matters most are your staff and customers if either of those elements are neglected the other will unfortunately suffer. So give everyone a reason to smile, when using Service Hub it will facilitate all of your service needs and give you that extra peace of mind.

 

The features mentioned above are all included in the Service Hub enterprise membership package.

 

Sales Hub Enterprise

Portal Features

Seat Features

Tickets

Conversations inbox (10)

Live chat

Team email

Contact management

Activity feed

Companies

Deals

Tasks

Inbox integration

Conversational bots

Reporting (1 custom dashboard)

HubSpot branding removed

Multi-language knowledge base

Feedback surveys (NPS, CSAT, CX)

Service workflows

Multiple ticket pipelines

Custom reports (500)

Multi-currency (unlimited)

Cross-object reporting

Teams (200)

Required fields

Salesforce integration

Custom bots

Calculated and rollup properties

Slack integration

Hierarchal teams

Single sign-on

Knowledge base single sign-on

Conversation routing

Canned snippets (1000)

Calling (2000 minutes)

Meetings (1000)

Sequences (1000)

Email templates (1000)

Email tracking & notifications

Documents (1000)

HubSpot Video

Playbooks

Advanced goals

 

Indicates additional functionality as you upgrade from Sales Hub Professional to Sales Hub Enterprise

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Access all areas

You see what Service Hub has to offer and also what positive attributes it has for you and your business. Highlighting some of the features and extra tools, you’re able to realise, that implementing Service Hub can undoubtedly satisfy some of the customer's needs we mentioned at the start.

With HubSpot Service Hub you give your team extra capacity to deliver knowledge, confidence and success. It is closely linked to HubSpot CRM and works collectively with all the other Hubs within the HubSpot Growth Suite; including hundreds of HubSpot app integrations. You are able to engage, communicate, and automate right from within the number one CRM dedicated to SMBs (small to medium businesses), with the easy addition of tools that make sense for you and your team.

 

SERVICE HUB PLATFORM BENEFITS

 

Service Hub Platform Benefits. the pain of legacy software and gain of HubSpot within the 5 elements data, reporting, automation, messaging and content.

 

With Service Hub being part of the CRM platform you can see a reflection of return of investment (ROI) enabling service teams to show the value of their work. With these stand out features, the Service Hub and CRM system will seem enticing.

 

 

  • Amalgamated contact timeline keeps contact details at the forefront
  • Reporting that aids in showing the impact of the work from service teams.
  • Seamless ticket assignment and task creation through created workflows.
  • A universal inbox that makes for simpler transitions of conversations to other teams
  • A knowledge base that is easy to build, maintain and present.

 

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Chapter 6

CMS Hub

What is CMS Hub?

HubSpot Content Management System (CMS) Hub, gives you the freedom to concentrate on creating an amazing experience for your customers, contacts and prospects. This is achieved by removing the pain of managing a website through the use of incredible tools and features to provide inviting and informative content that is optimised, secure, and SEO ready.

 

CMS Hub Header. Navy blue screen with CMS Hub Title

 

 

 

 

 

 

How does HubSpot CMS Hub work?

CMS Hub provides marketers, developers and IT the tools they require to get the job done in the way they want to.

 

  1. Content

    Your team will be able to create striking and effective content fast with the use of various themes, the drag and drop editor and beautiful templates provided.
  2. Get found

    With amazing tools, your team will construct a website that just needs to be seen. So with CMS Hub, SEO recommendations, content strategy tools and Google Search Console integration, you will be sure to be found.

  3. Experiences

    Develop outstanding experiences and tailor to your audience using personalised and multi-language content, CMS staging, and local development features.
  4. Leads

    You’ll endeavour to capture the right leads with live chat, pop-up forms, and conversational landing pages.
  5. Insight

    Help your team make better-informed decisions and gain insight by way of page performance insights, traffic source analytics and the CRM timeline of site activity.

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Common pain points of website and content management

CMS Hub Pain points. navy blue screen with whats the most frustrating part of using your CMS question

 

In truth, unless you are a web design company or marketing agency, most businesses struggle with website and content management. You know you want or need one, but don’t know how to go about finding the right one. There are many pain points when trying to figure out what to do for your website or even overhauling an existing site.

 

  • Cost
  • Time
  • Design
  • Hosting
  • Security
  • Optimisation
  • SEO
  • Reliability
  • Update difficulties

 

These listed pain points are only a few, the list could go on and on! With HubSpot CMS Hub you are in control from the start, using an array of tools and features you are able to achieve desired outcomes that perform above and beyond expectations. Let’s dig into the CMS Hub treat box and see what it has to offer.

 

 

Watch this HubSpot CMS Hub video to see how some if not all of your pain points can be relieved.

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How do you make a website that works for you?

CMS Hub Website Impact. grey slide, stating your website should impact more than just marketing

 

There is a lot of onus put upon having a website and this, along with everything else involved with running a business can be quite daunting. With CMS Hub website creation, take the hassle out of your content creation process with the use of management tools to just concentrate on creating amazing content and wonderful experiences for your audiences.

But I’m not a developer, how can I create wonderful website pages with ease? Worry not, CMS Hub has easy page building tools such as the drag and drop editor. So you no longer need to know coding, HTML or CSS and using the tools provided anybody in your team can construct well-designed pages. The editor tool can be used to easily adjust the layout, design and content of your pages so that you are happy with it.

 

 

CMS Hub Flexible Themes. HubSpot CMS hub flexible themes, white space on left, online screenshot on right

 

Your website theme is the overarching design and branding of your site, so it is important to get the right feel that will exhibit the correct message for your clients, prospects and buyer personas. Use one of the CMS Hub built-in themes with customisation options, so as to display a consistent and unified finish throughout your website. CMS Hub themes allow you to make large scale changes without knowing CSS or needing a developer.

Need to cater for a complex audience, have visitors in different regions? Then take your website managing even further by using the multi-language content management feature. Easily create and manage a multi-language site in HubSpot CMS Hub, optimising for SEO and compatible with A/B testing feature for you to improve your page performance goals. Multi-lingual websites are the future of global marketing; providing customers and prospects with what they need, when and how they want it, aids in forming better relationships.

Your website is like your storefront, brand, style and digital business card all rolled into one! Getting it right is up close and personal, using CMS Hub, you can make it as personal as you want and have the ability to always be in control.

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How to power up your website and content creation

CMS Hub Impact Customer Journey. HubSpot multi-coloured flywheel on white background with lines leading off of it to various titles.  written in left hand corner expand the website's impact on the customer journey.

 

We all know that Superman is no use if he’s in possession of kryptonite, and the same can be said for your website. CMS Hub can help you to remove blockages that could be draining your sites superpowers, in order for you to provide the best customer experience ever, again and again. SEO optimisation is an obvious superpower but not the only one you should be concentrating on when powering up your site.

Adopting the CMS Hub gives you entitlement to the powerful HubSpot CRM system, which can assist you in tracking your visitors and their engagement. Using this data knowledge, you are able to create interactive and captivating content that will also have engagement monitoring to see how they interrelate. You can keep track of visitors from their first-page visit, through to deals made and beyond, giving you powerful knowledge for optimisation and personalisation to help increase conversion and close rates.

Goals are only as good as the measurement you use to measure them by! With CMS Hub you can create dynamic content for database-driven pages that are dynamically generated and easily updated within your HubSpot account. With HubDB, you can build data tables to appear on your website and landing pages. These tables can quickly be updated and then reflected anywhere within your pages that they are referenced. This is extremely beneficial when it comes to product catalogues, employee listings, event calendars or employee listings.

 

CMS Hub Drag and Drop Page Editing. HubSpot CMS hub drag & drop page editing, white space on left, online screenshot on right

 

To give you extra capabilities, you can even scaffold redesigns or prepare for website relaunches using the CMS Hub content staging tool. Whether you import HubSpot-hosted pages or start from scratch, the content staging tool gives you the safety to be happy with your design before making that final commitment. Once you have reviewed all changes, with one click and no fuss, you will easily be able to take your new site live to replace the existing one.

Be able to get into the minds of your visitors and clients by using the contact attribution feature to decipher lead generation. See which sources, referrals, campaigns, content types and even their titles have the most impact in driving leads. With different models of multi-touch attribution to choose from, you may not be able to see the future but this is a pretty cool tool to predict quality leads and help optimise your strategies.

We all wanted to have at least one superpower at one point in our life, and now with the HubSpot CMS Hub, you can be bestowed with many. Go forth and use your power wisely, for the good of your business and humankind!

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You won’t have to take one for the team, they will love this one

You won't have to take one for the team. Creative business team putting hands together as a success high five at the office over meeting table

 

CMS Hub is something your whole team will adore. Not only does it make life easier and take the fuss out of the website and content design, but it also allows everybody to be involved and feel connected rather than disassociated.

For marketers, it allows them to take ownership of the website. Without having to rely on a developer to process updates, they can leverage CMS Hub tools to make changes as and when is appropriate. Easily create and manage website pages that are personalised for a range of visitors and optimised for various devices and higher conversions.

Developers can build websites using the tools, technology and workflows they prefer, combining the use of CMS Hub flexible themes to provide the best content creation experience for the team. Passing the reigns to other team members such as marketers frees up time to concentrate on bigger projects for the business; allowing creative free flow to continue.

From a website health aspect, even your IT department will love the speed, security and reliability CMS Hub features bring to your site. With HubSpot’s dedicated 24/7 security team, web application firewall, secure socket layer (SSL) and single sign-on (SSO) memberships, you can rest assured we’ve got you covered. Using tools to consistently monitor the condition of your site will keep the team providing the best possible experience to your website visitors.

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What’s not to love?

CMS Hub Love

 

CMS Hub is available as either a professional or enterprise membership. Both membership features pack a mighty punch and work together with the included HubSpot CRM system. With the winning combination of these two platforms, it allows for your business to extract data from and then create content for audiences and visitors to your site. CMS Hub is intended for teams of any size, designed to grow but built to last. So have it your way and access dozens of CMS applications you know and love for easier integration and adaption.

 

 

CMS Hub Advantage. graph depicting how powerful cms hub us for both developers and marketers

 

Here is what is included in your subscription

CMS Hub

Professional

Enterprise

Full CRM

Conversations platform

Branded email

Ad management

Website traffic reports

CDN

24/7 security & threat monitoring

Phone support

Blog & content creation tools/mgmt

Google AMP Blog posts

Standard SSL

Page performance reporting

Landing pages creation/mgmt

Password-protected pages

Forms

CTAs

Website creation/mgmt tools

Design manager

Local website development

Developer docs and community

Out of the box integration with CDP

Marketplace + Marketplace assets

Advance menus (navigation)

Site export

Blog import

Content staging

Domain manager

File mgmt., hosting, storage on CDN

URL Mappings

Personalisation tokens

Drag n drop page editors

Themes

HubDB

Video

A/B testing

Campaigns

Content strategy

SEO recs & optimisations

Smart content/assets +reporting

Contact attribution reporting

Multi-language content mgmt

Professional features plus:

Memberships

Multi domains (+2 out of box)

Content partitioning

Reverse proxy support

Custom CDN configuration

Site performance reporting (&API)

Activity logging

Adaptive page testing

Serverless functions

Code alerts

 

 

CMS HUB PLATFORM BENEFITS

 

 

CMS Hub is part of the CRM Platform and it can help you use your data to shape and grow your business through your website content. With these evident features, the CMS Hub and CRM system will seem desirable.

 

  • Provide particular website experiences based on device, location or your CRM data through Smart content. Providing anonymous visitors and returning customers content that is relevant and helpful.
  • See what pieces of content are most impactful on your business by pulling contact attribution data from optimised content through A/B testing.
  • As customers engage with your site, smart lists automatically update as they sign up for membership, thus allowing for a seamless experience.
  • To assist website visitors at every stage of their journey, you can create helpful conversational bots for them to interact with.
  • Have the freedom to take ownership of your website, your developer can create a flexible theme that allows you to update content or aesthetics of the site whenever you feel.

 

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