101 HubSpot Features to Create ROI

We have been asked the same question countless times:

“How does my business get the most ROI out of HubSpot?”

If not that question it’s, “Is HubSpot worth it?”

In an effort to answer both of those questions, we have worked tirelessly on this resource for you. You can easily scan this article or use the table of contents to jump to the desired section.

Either way, if you have questions about anything in this article or about HubSpot in general, feel free to email, call or even Tweet us at Impulse Creative.

Let’s get started with the most important part of your marketing: measuring your numbers.

Reporting

Dashboards

Marketing Dashboard

The marketing dashboard is where you can easily see the marketing metrics that are most important to you as a marketer. The right metrics are needed to make smart decisions as you move forward.

Use the marketing dashboard to see data points on items like:

  • Marketing Performance: See your new monthly sessions (visits), contacts and customers. Look at the data in a variety of date ranges, as well as compare data against historical dates.
  • Top Landing Pages: See your top five landing pages as well as the total views and conversion rate of each.
  • Top Emails: See your top five emails and the click-through percentage of each.
  • Email Performance: See emails sent, opened and click percentage for that month or a custom data range.
  • Top Blog Posts: See your top five blogs, based on total views.
  • Blog Performance: See your blogs published, by views, subscribers and RSS subscribers.
  • Landing Page Performance: See landing page conversion percentages, views, submissions and new contacts.

One of our favorite marketing dashboard reports is the Contact Performance report.

It shows total contacts generated, how many are leads versus marketing qualified leads and— best of all— the number of customers.

New customers mean we have created revenue, and can, therefore, report the return on our marketing efforts through HubSpot.

Pro Tip: Make sure you have added your Persona Report to the marketing dashboard. Segmentation is one of the most powerful parts of your inbound strategy.

This marketing dashboard is completely customizable to your needs, meaning each report can be resized and moved to the position that you wanted to be in. Want to focus on your personas? Drag them up to the top and resize that report to be full screen.

Web Analytics Dashboard

The Web Analytics dashboard is an easy place to spot check things like bounce rate, time on page and pages viewed. It does a great job at helping you visualize areas of your analytics that you may want to dive deeper into with Google Analytics.

Some areas you might want to explore include:

  • Sessions
  • Sessions by source
  • New visitor sessions by source
  • Traffic metrics
  • Engagement metrics
  • Sessions by country
  • Device breakdown

One of our favorite reports within the Web Analytics dashboard is sorting the sessions engagement rate by source. Essentially, it lets you diagnose your weakest link and then head out to fix it.

You can use it to look at data points like:

  • Bounce Rate: Bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. This is super important and should be under 70%.
  • Average Session Length: The longer folks are on your site, the more trust they may gain in your products and or services. A good goal for this is over two minutes per session.
  • Page Views Per Session: This is closely tied to session length. Are they reading one, two or 10 pages? How easy have you made it for your visitors to consume and find more content? A great goal on this one is 2.5 pages or more per session.

If you know certain points that you want to hit, you can create a “go fix it” matrix. For bounce rate, aim for below 40%. However, if something is between 40% to 70%, there’s room for concern. While anything 70% or higher, give it a big, fat red flag.

That means, if you see paid search has a 37% bounce rate, for example, do nothing. If social media has a 48% bounce rate, you may to go back and look at what you are saying and where you are pointing your community. Is the messaging consistent?

Maybe your organic is sitting at an 82% bounce rate. You realize that is terrible right?

You should be screaming, “Oh noooooo!” Call the SEO 911 hotline right now!

Run and fix those meta descriptions to be more contextual to the actual page they are pointing to. Many of you might even be new to the importance of custom meta-descriptions. No worries, just reach out, we can help get you up to speed.

Sales Dashboard

The sales dashboard is the Mecca for ROI. It helps you to dive into reporting the revenue that all your marketing and sales efforts will provide this month and for months to come.

The HubSpot Sales Dashboard helps you easily see sales data like:

  • Total Meetings Booked
  • Activity
  • Deals Closed versus Goal
  • Deal Forecast
  • Sales Performance
  • Deal Forecast

Sales Pro Dashboard

Take your Sales Pro add-on to the next level and report on your efforts and actions with insights around:

Meetings: See things like total meetings booked, upcoming meetings and even meetings booked by specific sales reps.

Calls: Want to know the average call duration? There is a report for that! You can also get visualization into total calls, calls per rep and even call outcomes.

Sequences: One of the most powerful parts of the Sales Pro tool is adding in an element of automation. We will talk about sequences in a deeper level later but, for now, you should know you can report on sequence enrollment, sequences replies by step, sequences reply rate and even reply rate or meetings rate.

Documents: Are you sending out documents to your leads or customers? Of course you are! However, do you know anything about their interaction with your document after you send it? If you are like most companies, the answer to that might be no.

With documents, you can report on items like:

  • Top Documents: Quickly see what your top documents are and the visitors, unique visitors and even the amount of shares your document got. Boom!
  • Document Summary: You also have access to the documents summary report, this report gives you an overview of how your shared documents are performing, and a top documents report, which shows your most popular shared documents. That way, you know what to use over again to be successful in the sales and or marketing process.
  • Messages: Right now as the time of creating this page, there are no reports for messages but I am sure they are coming in the near future or may even be in your HubSpot portal as you read this.

“My Home” Customizable Dashboard

As if all the other dashboards are not enough, you can also create a completely customizable “home” dashboard for a mix of top reports like sales and marketing. It’s a healthy mix of what any user might want to see on a daily basis—versus going to individual dashboards on a weekly basis.

If your metics start to slip, the home dashboard will reveal the metrics you want to see to immediately fix what needs fixing.

Competitors Dashboard

The competitors dashboard gives you an easy look at what your competition is doing versus your own efforts. You can easily see things like marketing grade, traffic rank, linking domains, MozRank and several more important data points.

Reports Home

Your reports home lets you create, store and visualize even more data from your HubSpot account.

Trends & Suggestions

These are nice, simple visual hot-points to pay attention to on the marketing side. Easily use this data for top-level talking points during your sales or marketing meetings.

Contacts Report

Want to create reports based on the contacts you have generated over time? Go for it. HubSpot gives you this ability. The contact report possibilities are almost endless!

Company Report

Need to understand the companies you are engaging with at a deeper level? HubSpot helps you create reports around those customers. You can even create reports around companies in your Sales Pro prospects section.

Attribution Report

One thing we all should know as savvy marketers is what content is moving the needle the most. The Attribution Report will show you that data and help you make your next smart decision about what content to create or share in your next lead nurturing campaign.

Traffic Analytics

The traffic analytics area is the core of HubSpot’s reporting awesomeness. You can see so many data points that help you make the smart decisions for your business. We suggest that you find yourself in one of the traffic analytics tools on a daily basis.

Sources

Where are people coming from? What location is bringing you the most new contacts? What’s the source of your customer-generating powerhouse? You can find answers to all of these questions in the Sources tool.

Topic Clusters

Your technical SEO is always changing. Google is focusing more and more on topics over keywords. We’re not saying keywords are dead— because— well, they’re not. However, the way we search has changed in the past couple of years. Google and other search engines are smart enough to understand this and change for a greater search experience.

Today’s SEO is about pillar pages, topic clusters and giving the searcher and search engine an easy way to navigate your company’s educational content.

Pages

As we build more valuable content for our readers, we need to know some very important things over time. First, did we optimize the page on an SEO level to its full ability? After that, did we make sure there is a conversion opportunity on the page?

We also, as smart marketers, need to know what pages have the most entrances or what pages are pushing people to exit.

Do we have a set of pages with a high bounce rate or low CTA conversion rate? If we know the answers to those questions, we can diagnose why and then fix the leaky holes in our marketing.

Campaign Analytics

So many marketers are creating so many campaigns. Yet, so many of those marketers do not understand what is successful or what is failing.

Why?

Because they are not reporting at a deep enough level or because they can not see the right metrics all together, in one area.

The other big problem in our space as marketers are treating a campaign as a campaign. When in reality, campaigns have different goals, rules and outcomes. You should at least be using your HubSpot Campaigns tool for three major types of campaigns:

  • Inbound Campaigns
  • Paid Campaigns
  • Social Campaigns

Social Reporting

Did you look at that and say to yourself, “Wait, what about social reporting”? Then it’s your lucky day. In HubSpot, you can easily connect your social accounts and then use the Social Publishing tool.

Once you start using the tool, HubSpot will deliver you the metric that matters most to you on a social level. Why are you posting to a social platform that’s not bringing you any leads or sales? You do know the answer to that, right? You will now.

We will talk about the Social tools a little later in this ROI deep-dive.

Advanced Reporting

Some of these advanced reporting options are only available at the HubSpot Enterprise level, but you should know what is possible no matter what to help you to make smart buying decisions in the future.

Events

The Events functionality allows you to pinpoint certain parts of your site to measure. It could be a URL, a button or a number of other things. You can use the HubSpot Event bookmark to help make the creation of these events even easier.

Reports Add-On

The Reports add-on is a paid HubSpot add-on. Out of the box, you can do a ton of reporting, but the Reports add-on also allows you to take your sales and marketing reporting to a whole new level.

Tracking URL Builder

Want to be able to tie your off-site efforts back to your marketing actions? Then use HubSpot’s Tracking URL Builder for those YouTube, PDF or other offsite links. Easily tag them with the information you want and need.

Sales

Lead Intelligence

Being the best sales rep comes down to a couple important elements. Maybe one of the most important: understanding your potential customer. With HubSpot Sales, you get the lead intelligence that, until now, your company may have not had at its fingertips.

Contacts

You know that contacts are the people that come to your site, fill out a form, need help and eventually want your product(s). But, what do you know about them? How can you communicate with them in an amazingly human way?

Filters

Filters allows you to find the right type of people that you want to have a conversation with. Want to talk to everybody in your database from New Jersey? Want to find everybody who has read 30 pages of your website? Or absolutely need to know how many people have downloaded a certain form? There’s a filter for that.

Use Filters to save yourself time and have the contextual conversation that will help you sell and market better as you move forward.

Feed

Your contact feed is the all-in-one place to find out what your contacts have been doing. Easily see if they have viewed pages, downloaded offers, opened emails, clicked on call to actions and so much more.

The feed should be used by every sales and marketing professional to truly understand who they are about to engage with in either content or a conversation.

Prospects

Inbound is all about having the right conversation with the right people. But what if you run out of people to actually talk to? That's where your Prospects tool comes into play. Instead of engaging freezing cold leads, you can now at least deal with lukewarm leads, meaning people who have visited your website.

Once you engage with really warm leads, who have not filled out a form on your site, look for people who have visited the site and have high page view amounts, or that have visited key pages in the sales and marketing funnel.

HubSpot Insights

HubSpot Insights gives you the intelligence available via third party providers. Want to know where your contact is located? Sort by country, state, or city IP. What about their social accounts? If they use the same email for social as they do for your form conversions, that information will be pulled into their contact record for you. As you prospect, there will be company insight information at your disposal as well.

Activity Feed

Every marketer dreams about an all-in-one location where they can see who has opened their emails, visited their website pages and so much more. Now, that dream is a reality.The HubSpot Activity Feed helps you truly understand when or when not to engage with your potential customer.

Documents

Are you tired of sending document to your leads and not knowing if they have even viewed them? Wouldn’t it be great if you knew what page they looked at most in your latest proposal? HubSpot documents will help you out. Easily track opens, time on page and more.

Organization

With so many moving parts to your inbound strategy and so many HubSpot tools to help you complete the tasks, you need to stay organized.

Luckily, HubSpot has created a set of tools designed to help you stay organized while optimizing your time spent communicating and creating those special moments with your contacts and customers. They’re right in your portal.

Snippets

Snippets is great for those bite-size pieces of conversation that you have to type over and over again. Save countless time using snippets to answer frequently asked questions, answering internal questions and much more.

Have that answer down pat? Then turn it into a snippet and easily add it to any email or message moving forward. Want to let the team know what you talked about on your call but want to save time? Turn your call actions and next steps into HubSpot snippets and make those micro-conversations faster than ever.

Templates

While snippets are great for those micro-messages, templates have a more macro strategy. Build out entire emails for your marketing and sales process. Then, when it’s time to send that email, respond in seconds versus minutes.

Pro Tip: Create your templates with about 80% complete, leaving around 20% for customizable content. Also, make sure you’re using personalization tokens where they make sense.

Sequences

Now that you have your HubSpot templates up and running, it’s time to build the sequence that helps you compress even more time out of your day. HubSpot sequences allows you to take a set of templates and build out an automated set of emails, tasks and other sales and marketing pieces.

Sequences will allow you to have a conversation over time that will automatically stop when the contact takes action to have a real human-to-human conversation with you. It’s like your own personal sales autopilot.

Tasks

It can be all too easy to have many irons in the fire and forget something. With tasks, you will get those reminders in a very fluid way. Your HubSpot Tasks tool will be that pleasant pest in your inbox until you complete the task or adjust the due date.

Tasks have the ability to take you from being an unorganized trainwreck to a sleek, optimized selling machine.

Meetings

Have you ever played the “are you free game?”

“Are you free on Monday at two, four or seven? Nope, but I am free at five and six. Oh, that’s my son’s band recital. How about Tuesday at …”

I am sure you have been there. Now, with HubSpot meetings you can optimize your time by just sending your contact or customer a link to your calendar of available time. You can either do this right in your inbox or, you can send them to a page on your website where HubSpot Meetings is easily be embedded.

Meeting Types

I’m sure all of your meetings have different purposes. Do you want to know how many internal meetings versus sales meetings versus training meetings you have? Easily report on what meetings are most effective or are sucking the life out of you.

Okay. Maybe they’re not sucking the life out of you— because you love what you do— but, you need to be able to optimize the time spent on meetings. HubSpot Meeting Types helps you to do that.

Messages

When your contacts or customers visit your website, they want to find what they are looking for, fast. With HubSpot Messages, they get a direct line right to you and your team. Easily transition from them looking for an educational article to adding value on the topic to, “Hey, can you call me?” in minutes.

Messages links us closer to the humans we are trying to have conversations with by removing a lot of online communication barriers.

Product Library

When it comes to closing and creating deals in the HubSpot CRM, wouldn't it be great if you could easily add the products or services you sell to your deals? Of course it would. That is why HubSpot created the Product Library functionality.

Of course, you can name and describe your products. Heck, you can even give it a price. But where it gets really cool is being able to set it as fixed or recurring costs, as well as cost per unit and term length. Instead of typing all this out over and over again, it is just a click away and completely reportable.

Teams

Teams is a new addition to the HubSpot tool on the service side. Right now, you can share list, templates and other information with sets of folks who are on your “team,” but many changes are to come.

Sales Process

Every company needs a great sales process. The only problem is, that’s not where it ends. Once you have a great sales process, you need to map that to your HubSpot pipelines and deal stages.

Pipelines

Your pipelines are the ways that your company can generate revenue. As an example, we have an agency pipeline, a speaking pipeline, workshop pipeline and so on.

This makes it very simple to the report on what side of the business is bringing in the most or the least amount of cold, hard cash!

HubSpot allows you to easily create multiple pipelines so that you can have a set of custom deal stages depending on the needed sales process for the products and services you provide.

Deals

Your deals are literally where the revenue rubber hits the road. This is where you put all the information about a contact: company, product or service, pricing and whatever other relevant information you need. HubSpot deals are easily drag and droppable across the board of deal stage options that you created.

Calls

As a sales manager, having the ability to go in and listen to historical calls with the mindset of optimizing the sales process is priceless. As a sales rep, being able to listen for action items or to-dos, after the meeting is over, will keep you organized and help you not drop leads or let tasks slip through the cracks. Making calls inside your HubSpot portal is just smart.

Call Types

Call types allows you to segment the amount of time you spend on call. Why is this important? All calls were not created equal. If you know you are spending 70% of your time on discovery calls, yet only 10% on closing or demo calls, this means you may have a top-heavy funnel.

It will also help us see into the future a bit. If this month we have 70% discovery calls and the following month we map those calls to closing calls, we know the sales process is working like a well-oiled machine.

Notes

Notes are just what you think they are: notes you can leave for yourself and your team in the sales process. One great thing about notes is, they’re searchable. You can tag your teammates in the notes if they need to be part of the conversation, or are part of the process. You can also use snippets in your notes to save precious time in your day.

Starting Conversations

Not all conversations are the same and not all companies need to collect the same data.

While HubSpot does a great job of getting you the properties most companies need to have in forms and to start conversations with your visitors, leads, and customers, they also give you several ways to collect info and keep track of your most qualified and precious leads.

Custom Properties

With custom properties, you can ask exactly what you need to ask, when you need to ask it. One of my favorite things to do is combine custom form properties and dependent form fields for a great form process.

Custom properties can be single lines of text, dropdowns, selectors and even file uploads or date pickers. Your imagination, a little time and some HubSpot know-how will take your lead conversion efforts to the next level in no time.

Form Field

Form fields are custom or built-in properties enabled for use on the front-end of the site in forms. These can be for the contact us page, blog subscribe and, of course, your landing pages. But, not every property needs to be on a form.

Non-Form Field

When you are creating a custom property you can choose whether to allow it in forms or not. Why would you not have it in forms? Maybe it’s a contact property, company property or even a deal property that you want to use as an internal trigger for a workflow.

Or, maybe you know you have a call in which you ask three or four specific questions and you need a place to hold that data once you get the answers. Make sure you are using non-form fields to power your team, sales and marketing processes.

Property Groups

With all these properties and custom properties being created, you need a way to stay organized. This is where property groups come in handy.

Make sure you use the default groups for contacts, companies, deals, social, as well as create new ones, so you can find the info you need fast. Try creating a property group for specific survey style forms or even for strategies like second smart questions.

Not sure what that is? Tweet @impulsecreative and ask about it. We will send you some information that has the potential to blow your mind!

Workflows

One of the most powerful parts of HubSpot is its workflows. Yet, it’s also one of the most confusing and intimidating tools for HubSpot users.

With workflows, you can do lead nurturing like a pro. Change hundreds of contact properties to thousands, in an instant. You can create tasks, assign contact owners, send text messages, internal and external emails, use webhooks… in other words, you can do a ton with workflows to streamline your internal and external communication and organization.

eCommerce

For years and years, we’ve dreamed of HubSpot creating an ecommerce portion to their platform. While this has yet to happen, they have done several exciting things when it come to selling your wares online.

Connect To Shopify

Yep, you just read that right. Connect your HubSpot portal natively to your Shopify account. With this integration, you can start selling like the big boys.

Imagine having the ability to understand your customers at a deeper level. Understand the research they are doing and the products that they are looking at. Immediately diagnose abandoned carts and slide them into a reconversion nurturing email flow.It’s all easy and doable with the Shopify and HubSpot connector.

Abandoned Cart

For those that aren’t familiar with the term “abandoned cart,” these are folks who visit your site, add an items to their shopping cart and never finish a purchase. The phone rings, their baby starts to cry, the Eagles win the Super Bowl, pigs fly, etc.You can add hundreds, if not thousands, of dollars to your bottom line by bringing the attention back to those items and or others with a 100% automated abandoned cart workflow sequence.

Lists You Need

When you’re selling products, it is nice to have your visitors, leads and contacts in lists that make sense for them and their needs. If they download an ebook on best hiking boots or watch a video on best built workboots, why would you send them an email about your new running shoes? You can use the top American marathons leads list to target them for their new running shoes. Get it? Got it? Good.

Workflows

We already talked about the power of workflows at a normal level and how an abandoned cart sequence could be fired. With transactional emails and workflows, your life just got that much easier.

Or, maybe you have a first time visitor and want to create a “Seven Days to Knowing (add your company name here) Better!” Create the content, emails, workflows and sit back and sip some sweet tea with your feet up. Watch the nurturing happen and the money roll in. Okay— there might still be some other work to do, but you will have made all that future work just a little bit easier.

Connect to Another E-Commerce Platform

Up until now, we have really focused on Shopify but, HubSpot thought way past that. With the e-commerce connector, you can connect many of the popular ecommerce stores.

Have a WordPress site and using Woocommerce or something similar? Then get ready to sell more, faster and better!

Marketing

Traffic Generation

To sell more, you have to market more. Or, you can simply market better. HubSpot gives you many ways to generate more traffic in order to get those important conversations started, nurtured and handed off to your sales team.

CMS (Website)

HubSpot has an amazing CMS system that is easy to manage and use. It is also very robust, with features that were built from the ground up with the marketer in mind. You can easily visualize how your pages are going to look using the editor view.

There is also a staging area, so you can update those pages until your heart’s content, all without your visitors seeing a page that is half done or fully jacked-up because you are rebuilding it. Then, when you are ready, the new staged page becomes the live page with the push of a button.

Most marketers worry about 301 redirects when they change URL for their SEO optimization. Not marketers who use HubSpot. They thought of that and create the 301 redirects for you as you go, as long as you use the HubSpot CMS.

Smart Content

One of my favorite parts of the HubSpot CMS is the ability to serve up SMART content. If people are in a certain list, lifecycle or device, show them the most contextual content per their data and needs. Amazon has been doing this for years, targeting you with what you have purchased in the past, what you’ve or looked at and added to a wishlist. Now, with HubSpot’s CMS, you have the ability to do the same for your potential customers.

Strategy (Content)

You can also put a ton of your SEO worries to the wayside. Use the Content Strategy tool to focus on topics, subtopics and keywords that are relevant for your company and the visitors coming to your site. Make sure that your subtopics link to topics and that you have pillar pages of content in place for your guest when they arrive at your online website party!

Blog

At the end of the day, 70% of your potential customers research what they are going to purchase in order to solve their problem, without reaching out to you or your team.

Are you educating them or are your competitors? If the answer is your competitors, please know that buyers are more likely to purchase from the same site that showed thought leadership through the research phase.

Lead Generation

Forms

Forms, the starting point to many online conversations. Yet, they have been the bane of many a marketer’s day. With HubSpot, you can easily create forms with their drag-and-drop form builder. You can also leverage progressive profiling and dependent form fields for better form experience and data collection.

Easily customize fields, make required fields and even use hidden fields on your site. What is really cool is if you update your form, it automatically updates on every page you have used it on, saving your marketing team a ton of time. If you have pages that are not a good fit for a normal form, you may be able to use the Lead Flow tool.

Lead Flows

Lead Flows allows you to serve up a form, graphic and needed information to your visitors in several major ways.

Top Bar

The top bar dropdown is great for a simple form that allows for a blog or newsletter signup. Make sure you ask for a first name, so you can use it later in your email personalization.

Exit Intent Pop-up

Pop-ups are great for those ebook, whitepaper or stat sheet downloads. Easily serve these up at 50% scroll, a certain time on page or even based on exit intent.

Slide-In

Slide-ins are great for blog subscribers, event or webinar notifications. If you want to quickly get your visitors’ attention with a completely customizable message, right where they are, then you are in like Flynn!

Ads

While it is a paid addition, the Ads add-on is one of the lead generation tools. It helps you manage your Google and Facebook ad right inside your HubSpot portal. It simplifies the complex and helps you report on your ad spend at a more micro level.

Lead Organization

Contacts

The Contacts tool is the life blood of your sales marketing and service needs. You have to keep your contacts organized, as well as organize each individual contact’s data. When it comes time to selling, helping or marketing to a contact, you want to know what you need to know, fast.

There are several ways that the contact tool allows you to do this. Customize the contact information sidebar with the most relevant information. Then, be sure to use custom property groups, so when it is time to dive deeper into your contacts data, you know exactly where it is. Last but not least, bucket your contact with your HubSpot List tool.

Lists

The List tool allows you to segment your database into sections that allow specificity in the sales, marketing and service conversations that need to happen through the life of a contact.

The HubSpot List tool also allows you to report on those segments with list performance reports.

Make sure you use folders to stay even more organized with your lists, as well as to customize the data you are viewing in the list top bar.

Smart Lists

Smart lists, or what HubSpot now calls “active lists,” are super powerful. These lists look at a set of rules you create dependent upon the data that you know or don’t know about a specific contact.

You can get very general or very specific with your active lists by using what are called “and or rules.” You should know that “and rules” will make your lists larger and the “or rules” will make it smaller or more specific. These active lists are always growing without you needing to do anything after the rules are set.

Static Lists

Static lists are great for leveraging trigger points in your sales, marketing, or service strategies.

Want to fire off a workflow but have some manual human control of when that happens? Then a static list will be your friend.

Also, if you are using a third party integration with HubSpot, many times they will have you tie your lead generation to a static list.

Lead Scoring

If you want to know if your leads and customers are engaged with your brand, then you need to focus on lead scoring. Lead scoring is a practice that assigns a score to your leads based on every action a contact can take. Some examples of this might be earning points for having a business email or reading 30 pages. If they click that CTA, fill in that form, open that email or watch that video, they’ll earn some more points.

But, a word to the wise: those points should mean something and everyone on your team needs to know what that score represents. I mean John has 75 points, but who cares—and is that good or not?

One of the things we teach here at Impulse Creative is a Radar, Research, Revenue methodology around our clients’ lead scoring efforts. We have also built out an entire lead scoring matrix that we use as well.

Manual Lead Scoring

The matrix is for those folks that choose to do manual lead scoring. This is exactly what it sounds like. You manually add in the points and the actions you want to score.

Predictive Lead Scoring

The opposite of manual leads scoring is predictive lead scoring. Predictive lead scoring allows the HubSpot machine to look at the actions of a contact and pump out a score relevant to whatever metric the HubSpot machine is using to gauge where the contact is.

Either way, you need to have some kind of lead scoring in place. This is one of the major pillars for quality, qualified leads.

Lead Nurturing

Not everyone you start to market or sell to is going to be ready as soon as you are. They may need some time, some education and some trust in the fact that you will take care of them and their problems.

Lead nurturing has a lot of moving parts. You need to make sure you are being human, gaining trust and educating your potential customer along the way. Anything that takes away from that needs to be removed from the process. If not, you will feel like you are running in place then get super tired and possibly fall down!

Email

Email is the backbone to delivering your nurturing efforts.You will need to have content to use during this nurturing process. If there is no content to share, than the emails may all be in vain.

There are several ways you can get into your potential customers inbox.

Blog Subscription

Create a blog, build the content and let your visitors sign up to get that content in their inbox. Super simple, no fuss and no muss. Just keep creating content that is relevant to them and they will continue to subscribe to your updates.

Within those blog subscribe emails, make sure to have CTAs (call to actions) directing traffic to larger pieces of content that the lead can download and learn from.

If you are using the HubSpot CMS, or at minimum the HubSpot blog tool, this subscribe setup is so simple. It is simple because it is created by default as soon as you get your HubSpot keys.

But what if your website is not on the HubSpot CMS or you are choosing not to use the HubSpot Blog tool? No worries, that is what RSS emails are there for.

RSS Emails

HubSpot RSS Emails allow you to create emails that can be scheduled daily, weekly or monthly. It will look at an RSS feed from your website— and when there is a new article, or set of articles, an email will be sent to your leads.

RSS emails are a bit harder to style and some sites don’t have featured images in RSS feeds by default. But, these hurdles can be overcome in order to create a great blog subscriber user experience for your contacts.

Automated Emails

If you are using HubSpot Professional or Enterprise, you will be able to create automated emails. These are the type of emails that are delivered by your HubSpot Workflows tool. It is these emails that will allow you to pull off that lead nurturing we started with.

Dang, we just came full circle.

When creating these automated emails, make sure you use personalization, SMART content and send from the contact owner when it makes sense. Just because you can use the automated email to email your entire database, does not mean it should feel like that is what you did to the contact, AKA the human, opening the email. Heck, this is probably a good time to talk about email segmentation.

Segmented Email Lists

When emailing you want to make sure you are having the right conversation, with the right person, at the right time. This is why if you’re selling purple galoshes to dairy farmers in Nebraska, you should have a list for that.

Get as specific as you can so that the verbiage in your emails feels like a one-to-one conversation versus the one-to-many style that we all hate. Winning automated emails go hand in hand with specific HubSpot lists and super smart workflows.

Smart Content

The days of brochure websites are long gone. If you are reading this and your website is not mobile optimized, then Houston, we have a problem. You see today’s consumer is impatient and wants what they want when they want it.

That is one reason why mobile is so important. At the grocery store? Yep, you want to be connected. At the doctor’s office? Yep, you want to be connected. Everywhere we go? Yep, you want to be connected.

So SMART content is the next evolution of the what they want, when they want it. If you have shopped on Amazon, you have seen smart content. You go to Amazon to purchase items and when you come back, similar items appear. Before you know it, you purchase that accessory you never knew you needed.

Because your site is built on the same system as your database, your lists and contact data can be used to understand the customer on an individual basis or even a blanket list level.

Has a dairy farmer looking at your services? Then use words like dairy, early morning, family values. In other words, use their lingo. Make each and every page feel like it is talking to them specifically.

There are several ways you can do SMART content on your website with HubSpot.

Content-Based SMART Content

This will let you change your rich text areas to anything you want to say. You can even add different images and/or video per these SMART sections of your site.Make sure your default view is SEO optimized, as that is what Google will see and will rank on their search engine. This of course also includes, Bing, Yahoo, and other search engines out there.

Form-Based SMART Content

This allows you to present different forms to your visitors during the lead conversion phase of your inbound strategy. You can show them different forms based on their lifecycle stage, or a list they are in. If used right, this can make you more strategic with forms and the questions being asked during your sales and marketing funnel.

SMART Templates

You can make your site page SMART at even a template level. This means you can have SMART HTML modules and much more. Make your template smart for user experience, mobile, and heck, any other reason your team can come up with.

With SMART content, the possibilities are endless.

Team Productivity

As HubSpot grows, the need for your entire team to be on the same page is so important. To be honest, all of your teams need to be on the same page. This is where HubSpot’s productivity tool projects comes into play. You can create one-off tasks or complete projects.

HubSpot Projects

One of the super powerful things about Projects is the ability to create reusable templates. Have a 12-step process for your blog article creation? Never skip a step by following your reusable template. Also, HubSpot Academy has loaded the projects tool with a ton of prebuilt templates to help you crush your sales, marketing and service efforts.

HubSpot projects also has a calendar feature allowing you to schedule what needs to be done to the person that needs to be doing it.

As they are working on the project, you can even have a discussion right in the project sidebar.

HubSpot has really worked on making projects simple to use, but ultra powerful. Have attachments that need to be associated with a task? You can do that. Need to assign two people to a task? Yep, it is possible. Need to leave a description of what needs to be done and want to format it to look good? Want to add links to examples, videos, tools? Yep, that is all possible in the HubSpot Projects tool.

Calendar

HubSpot has two main calendars, but there is actually multiple calendar functionality. The first place you can see a calendar is under Marketing and then under Planning and Strategy. This looks at everything you do from a marketing standpoint. You can apply filters to view by campaign, time and other factors. This calendar is easily your 50,000 foot marketing view.

If we dig in a bit deeper, we see another calendar in the Social tools that just looks at what and where you are posting or amplifying your message. There is calendar functionality under the Sales tools as well, when you create tasks. Even deeper in the tool, under Projects, you can assign dates for completion and see when items are due.

Campaigns

Campaigns are easily the 20,000 foot view of your marketing when it comes to full-funnel content and offers. Campaigns easily let you see all the metrics of a major conversation or “problem” you are solving for your visitors, leads and customers, in one place.

When we teach the Campaign tool to our clients, we help them realize it can be used in multiple ways. Two of the main ways we teach to use the campaigns tool are:

Inbound Campaigns

This is where you pay attention to the inbound tactics and clear out anything you don’t need that might be ad related. These campaigns will be attached to assets that the world can see on your website, landing pages, emails and other locations.

PPC or Paid Campaign

In this scenario, we remove all CTA info, all blog info, as well as other historically labeled inbound campaign elements. This campaign has a clone landing page that is hidden to search, a workflow, a couple emails and a tracking code!

Social Media

The Social Media tool is a super addition to your HubSpot arsenal. It allows you to engage and listen to your community easier and faster.

It also gives you the amplification ability needed to every business focusing on sharing their educational content to an audience trying to solve a problem.

Monitoring

The HubSpot Monitoring tool can be used in so many amazing ways! Listening to your competitors, your customers, or to major industry questions can help you be in the right place at the right time for the right conversations. Make sure your brand is not being talked about or be there when it is being praised.

Publishing

The publishing tool allows you to share from the backend of HubSpot and easily search and grab your blog, site or your landing page content to share.

It also has a calendar, a way to manage drafts, scheduled posts, posted content, and errors, all in one easy location. You can also set up a default posting time schedule, upload bulk social messages, as well as build a “follow me” widget.

However, our favorite part of the HubSpot Social Media tool is the extension that allows you to share when you are not even in your HubSpot portal. Easily customize your message, image and even video.

You are posting video to social, right?

The main social platforms you can share to using HubSpot are:

  • Facebook
  • LinkedIn
  • Instagram
  • Twitter

You can also share to Google+ if you still do that.

Pro Tip: add a custom short link by integrating with Bit.ly.

Design

Design Manager

The new and reimagined Design Manager is crazy cool. You can create pages, emails and system pages templates with ease. The HubSpot template builder is drag-and-drop and comes with default modules that help you build almost any type of page you can think of.

However, you can also make it as crazy complex (in a very nerdy, cool way— of course) as you want. Build your own custom modules. Focus on how you can hack functionality with global groups, HubDB and Hubl.

Templates

HubSpot templates are an easy way to create multiple pages with ease. You can create templates with flex columns that allow you to customize each page on a page-by-page basis, even though it is using the same base template.

You can also style modules right in the templates. You can create your templates as editable as you want or, you can really lock them down making sure marketers, sales or other folks can only modify certain sections of the site.

Coded templates

Want to take your site or site templates even further? Then yes, you can code custom templates in HTML, CSS and JQuery all day.

Blog Template Markup

Want an amazing blog template that feels like your brand, but has some fun and useful functionality that helps keep your audience on the page longer? Then rejoice, as HubSpot allows you to create custom blog templates for post and list views alike.

Now, if you want to take all of this to an amazing level and speed up the time it takes to update your site, in some cases, HubDB will do the trick.

A quick Google search of HubDB shows you how powerful and flexible this part of HubSpot can be for image galleries, employee pages, resource centers, pricing pages and so much more.

File Manager

Of course with any design manager, you need a file manager. Structure is your friend here. Make sure you create folder structures that are scalable as you move forward.

In the File Manager, you are going to find a couple bonuses that might go unnoticed. For starters, there is an image editor right in the HubSpot tool that you can use to tweak or resize images. You can add text, filters and even stickers as needed.

You will also find a bank of stock photos sitting in your File Manager waiting to help you be creative with your next page layout or blog post header image.

These features, plus the ability to host PDF files, video, content really make this a power punch feature.

But, that's not all. You can also customize your link structure before you share a piece of content out of your file manager.

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