Keith Milner By Keith Milner • October 17, 2017

Best Practices for Implementing HubSpot CRM

We all have our routines. Our specific ways of doing things. Breaking out of the mold to try something new can be terrifying. But, if the change means increased sales and growth for your company, some of the apprehension disappears and excitement takes its place. Fortunately, if you’re looking to implement HubSpot CRM to gain a competitive advantage over your competitors, migrating is painless and you will be fully supported along the way.

Before you know it, you’ll be asking yourself why you didn’t pull the trigger sooner. The best way to approach a move to this platform is to dive in and start swimming. If you don’t fully commit, you’ll lose out on some of the amazing functionality the system provides.

 

Easy Data Migration

 

Most likely as a thriving business you have a wealth of data related to your marketing and sales efforts. Migrating this information from your current system to the HubSpot CRM is a breeze. But first, there are some steps to take which will make moving your data easier, and will save you time and energy once everything has found its new home.

Hopefully, you frequently use every contact you have ever gathered. Most do not. There’s no reason to move vast amounts of data that has no useful application. If you are sitting on a pile of dirty or dead contacts and other bad data, take this opportunity to tidy up before migration. Think of it as spring cleaning.

If you use buyer personas to better understand your customers, assign them to your contacts and sort accordingly before you migrate.This extra layer of identification will open up powerful opportunities when you get around to creating smart lists down the road. Although this process is easy, crazy things sometimes happen. Make sure to backup your data frequently and preferably offline. You don’t want to lose years of hard work in seconds with no path toward recovery.

 

Time to Move

 

You’ve cleaned your lists, assigned your buyer personas, and backed up your data. Now you’re ready to actually begin your HubSpot CRM integration. Start with importing your contacts and leads. Don’t worry. HubSpot makes this part easy. They even supply an import manager to walk you through the process. The upload manager will prompt you to upload a CSV file. Odds are, you already keep your lists in this format but if not, creating A CSV file is not difficult. You’ll need to map your columns to make sense in the CRM. Once you do this, the changes should appear in the system as soon as the upload is finished. For full HubSpot integration, WordPress blogs can be moved to the HubSpot COS. Doing so allows you to take advantage of powerful features like advanced keyword optimization, analytics, and better measurement of KPIs across your content. Migration is made simple with the WordPress import manager.

The Great Wildebeest Migration via GIPHY

Once your data has been moved, it’s a good time to sync your social media accounts. Again, the process is made easy using the HubSpot social settings tab within the tab marked “Social” on the navigation menu. Choose each social media platform you use and connect by authorizing your account. Within minutes your social media will be connected to your new CRM and you’ll be able to take full advantage of integrated reporting and posting.

 

Creating Clean and Concise Content Templates

 

B2B Inbound marketing puts an emphasis on personalized outreach. Within the CMS exists a great way to achieve this. Whether you dive completely in to the design manager, or use templates created for your marketing needs, multiple objects can be quickly created with a professionally designed feel.

You can create an entire lead generation system without ever leaving the template tool.

Implementing HubSpot CRM

Templates for emails, landing pages, blog posts, and thank you pages are easily accessible and work seamlessly with the rest of the HubSpot platform. Tying the resources you create to in-depth analytics allows you to automate efficiently and quickly; always sending the right message to meet the buyer in the appropriate context.

This marriage of content and analytics redefines traditional marketing and leads to what we at SIO Digital call Smart inbound Optimization.

You can even customize your contact forms to receive the exact information you need to convert and nurture leads. And, the HubSpot CTAs are dynamic and compelling right out of the box.

 

Robust SEO with One Click

 

SEO is still a fundamental of inbound marketing. With HubSpot, there is no need for a third-party SEO provider. An SEO tool on the side bar lets you identify keywords, optimize your page, and perform all the best practices you have come to rely on like creating alt image descriptions and meta descriptions.

Of course, keywords aren’t helpful unless you can analyze their use. HubSpot provides a tool that collects and reports on every metric you could possibly need. Want to know your organic traffic? No problem. Need a number for approximate CPC cost for your next campaign? HubSpot has you covered. With the ability to track multiple keywords, and then sort them by campaign, you will soon be ranking where you want to be; at the top.

Inbound needs reach to work, and this keyword tool puts you out there.

Tracking competitors is smart. It allows you to see what’s working and what’s being tried in your space. It also allows you to monitor your authority; a key metric in the battle for market share. HubSpot lets you keep tabs on up to twenty competitors with the ability to record your performance over time.

 

Refining the Sales Process

 

To move a stranger through the Buyer’s Journey and ultimately record a sale, you need to understand where that potential buyer is every step of the way. HubSpot takes the guesswork out of your sales process by allowing you to identify lead stages and determine an appropriate action or goal for each. By defining a lead stage and tying it to a specific action, everyone on your team can know immediately where that prospect is in the process and understand exactly what should happen next. If the basic fields provided don’t fit your specific industry, change them.

Implementing HubSpot CRM

Yo can modify the sales process to meet your specific needs and the needs of your customers. The value of a great CRM is its ability to adapt to you and support your efforts, and HubSpot gave you this functionality in spades. When all your data is housed in the same place, updating leads is simple. You can even customize your sales strategy to leverage this data across multiple leads meeting your chosen specifications. It’s all about using the data you gather to make sales more efficient.

With specific and actionable information at your fingertips, you can implement a lead routing system that delivers the right lead to the best sales rep for the job. And, you can automate notifications so your sales team members know when a hand-picked lead is ready for action. To keep your people connected and up-to-date on all buyer activity and pipeline data, the HubSpot app is a robust tool for selling on the go. It syncs with a user’s email so no one misses a beat, whether they are grabbing a quick bite, or closing with a different opportunity.

 

Lead Qualification and Math Marketing

 

Generating more leads is not always the answer. If the leads are low quality they have a bigger impact than simply wasting time. They cost you money and ultimately hurt morale. That’s why generating quality leads is a priority. And, getting quality leads requires lead intelligence to put more actual buyers through the front door. Developing a buyer persona, or several if you have multiple categories of customer, can help you drill down to the best types of leads for your business.

This predictive analysis, or math marketing, makes it possible to give more personalized attention to each qualified lead and increase your chances of a sale dramatically. Predictive lead scoring uses machine learning to create a unique model and score every contact you have. Then, you can use this rating to determine which content to put in front of each lead for the best chance at success.

Tying your content directly to the Buyer’s Journey provides value to your leads in the right area. And, more importantly, the information they want is delivered at the right time.

 

Workflows for Every Deal Stage

 

It’s critical to standardize definitions for every deal stage you have. Without everyone having the same criteria, your workflow automation will suffer. Typically, deal stages will take the following format, or something very similar:

  • Prospects Leads
  • MKG qualified leads
  • Sales qualified leads
  • Customers Closed/lost

Once everyone is on board with the definitions, you’ll know where each individual deal sits along the Buyer’s Journey and which workflow actions will produce the best results. Creating workflows keeps your sales force doing what they do best; selling.

 

Analytics & Custom Reports Give You the Information You Need

 

It’s easy to become overwhelmed with data. HubSpot definitely gives you a sea of information. But, learning to cull the information most valuable to your business, and using that data to drive sales, is what sets top performers apart from the rest of the field.

Analytics alone won’t get you where you want to go. To reach the promised land you need custom reports. Stop trying to design your goals around generic reports. Customizing your reporting allows for precise measurement of the metrics you want to see and need to interact with. Collecting better information leads to more appropriate goal setting and more informed decision making. And, you can adjust your reporting on the fly as situations change and other metrics grow in importance.

HubSpot Analytics

Just a few of the customizable reports the HubSpot CRM generates are:

  • Traffic
  • Blog Performance
  • Number of Contacts Gained
  • Premium Content Performance
  • Landing Page Performance
  • Email Performance

By tailoring each of these indicators to your needs, you can develop a deep understanding of your lead behavior and events that occur along the Buyer’s Journey. An exciting way to track and comment on your sales is to capture conversions at each stage of the funnel, giving you a fully developed picture of the impact your choices are having.

Implementing HubSpot CRM may seem like a huge undertaking. The impact it will have on your organization will certainly be massive. But, it doesn’t have to be a painful process. Dive in and start the migration. Soon, you won’t believe you ever survived without it.

 

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