How to Know HubSpot is Right for Your Client

Austin Walker Austin Walker
August 30, 2018   |   5 min read time

{Insert a number here}, and chances are, there are more platforms available to provide to your clients than that. It's pretty great to live in a world where there is almost always a solution to the problem you have.

Except when the problem is that you have too many solutions.

So how do we choose?

Should we just say "it depends" and move forward? How do you know when HubSpot is the right solution for your client? Let's lay it out for you.

Your client understands their customer

This is not as easy as it sounds. Scope creep is something that is generally used to describe project work, but in this case, we're going to use it to describe target markets. Maybe your client employed your company to figure out who their best customers will be.

When a customer is in belief that "everyone can use their product" the software may not be right that time.

It's important for your clients to understand exactly who their primary and secondary markets are to make sure that the proper marketing strategy can help to capture potential customers at the right place, the right time, and at the right price.

HubSpot is an impeccable tracker, and in the software, they can create personas to help their sales team understand how best to talk with a potential customer using different touch points to assess a customer's interest.

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Ready to make marketing sacrifices

Your client needs to take on a significant marketing investment, and be willing to stretch for the long term.

HubSpot's CRM has some security that helps to deter quick methods that only hurt a client in the long run. For instance, the CRM tool asks a question about whether a list has been purchased or not, as well as ask the user if they have permission to contact those emails.

GDPR guidelines do not authorize companies to e-mail clients in UK, or there's a really hefty fine to pay. Although companies are still using the method, the customers that are being sought, even if they make a purchase, the method used to capture the leads is not inbound.

Inbound methodology takes time. Blogging can help increase traffic, but it most likely won't start to pay off for at least a year.

Creating a process that works, as well, takes a lot of time. A lot of marketing is trial-and-error. Your client needs to be in a position where they can try something for several months and have a significant investment into it, to see if it works, in order to grow.

Your client needs to realize that the investment into their inbound marketing strategy is going to be a significant upfront cost.

HubSpot has several fees upfront that can really cost a business initially. It may be one of the ways they're trying to make sure that companies are taking their marketing seriously before they take the first step.

Blogging within the HubSpot portal helps to keep information all in one place. One tool that isn't well-known for potential users of the software is the impact and power of Pillar Pages.

While publishing within HubSpot, keywords and inbound links are tracked to show the connectivity between Pillar Pages and their respective inbound partners.

Implementation of Inbound Methodology

Inbound Methodology is not new. And to even a new marketer, is probably burned straight into the back of their skull.

Inbound methodology can be explained in a lot of different ways, but mostly means non-intrusive methods of growing leads. Email, video learning, webinars, and giving potential clients valuable information in return for bits and pieces of information can help them increase satisfaction and loyalty, even before a customer signs up.

Potential clients for marketing agencies have most likely had a decent relationship with some forms of inbound marketing already.

Using other softwares like MailChimp or Constant Contact for just basic email or automated marketing is very cheap and can help companies who are just getting started.

The companies that have implemented inbound methodology have probably outgrown simple email marketing tools like these and need to have the power to connect Calls-to-action forms from their blogs to prospective personas within a proper CRM.

A client has generated a lead system

For a client that has already generated a lead system that works, they're definitely ready to take their software to the next level.

If they've built outside of software like HubSpot, they've most likely had to piecemeal their systems. Most of these don't talk very well to each other, either.

Spending time having to put together data from one system to another, the cost of the software per month is recuperated just in the gain back of time.

Taking advantage of a CRM to hold information, use automated email campaigns to help guide a potential customer through the funnel, SEO reporting and analytics to give themselves a one-stop-shop for understanding how well their campaigns are working, as well as having visual aids for workflows, pillar pages, and downloadable content or templates can have a meaningful impact on your client's success.

Design around Inbound

If a client is ready to utilize HubSpot, they need to migrate their website to HubSpot. The normally involves a new HubSpot website design.

The website is one of the first things that a potential customer will interact with your client. It's one of the most powerful representations of the brand, as well as an important lead development tool.

It works 24/7 for your client, and can continue to keep bringing in new customers or generate leads that will keep their sales team busy. Within several different levels within the website, different touch points need to be addressed.

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Attract: Gain the attention of the right people that fit the organization's personas, as well as make sure that the brand is an example of your company's mission. 

Connect: Giving encouragement to potential customers that are interested to give permission to a company to get more information from them.

Engage: Taking those who are interested in more content, and delivering content that helps them become active members.

Inspire: Making sure that people whom have already decided to go with a product or service are happy is great. Taking their satisfaction to the next level keeps them for life.

HubSpot has a great guide to help your customers dive even deep into each of the categories: Growing and Engaging Your Membership Base.

Help your clients realize their true potential with an all-inclusive subscription to HubSpot. Have a design created from experts that understand how important these marketing principles are to both your marketing firm's and your client's success. Check out the HubSpot Agency Directory to find the perfect fit.

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