Plan, Deploy, Optimize
with Periti.
Plan
Deploying HubSpot into an organisation can be something as light touch as a tracking code to capture submissions on a website, or as comprehensive as getting to the day when a trained team stops doing their job in a certain way, perhaps using a system, and starts doing it in a better way, using HubSpot.
Implementation
There are a number of features of HubSpot that just need exactly this: to be implemented. Being great is just being good, at a scale, and if you consistently use a bit of every feature in the HubSpot side menu, you’ll already be in a good position relative to the competition.
There is a lot of value in simple things like connecting your website to HubSpot to (at the most essential level) listen to leads and customers, connecting your users’ mailboxes to get better visibility into interactions, using a basic nurture workflow or having a sequence in place.
These basic onboarding things (along with essentials like setting up users/permissios, currencies, fields and layouts that sustain your basic processes, ) can, in many situations, provide quick wins to fuel the enthusiasm for deeper change!
Integrations
In several cases, a CRM in isolation from other systems in a company’s ecosystem cannot fulfil the promise of a unified customer view. It just does not have the data that allows one of your employees to talk to a client confidently, and with context.
Integrations enrich the CRM with data that is managed in other systems, and can come in all sizes and shapes: from the more innocent marketplace app that enriches client company data, to phone integrations (like Aircall!), to processes where HubSpot has to wait for data to become available from other systems, to full-blown synchronization of different types of data between HubSpot and other systems.
HubSpot has several different mechanisms for implementing integrations, the API and React based CRM being among the more powerful ones. Middlewares (like AWS based ones) often have to get involved, but the key thing is that you remain focused on users first, business process second, and don’t get distracted by technology.
Migrations
If there is one thing that is always needed, that thing is a data migration. It doesn’t have to be lengthy or complex, but there is always some piece of data that is required to come into HubSpot to make it sing.
The exercise of migrating data typically begins with mapping the data, i.e. defining which objects in other systems will match with which objects in HubSpot, and where properties/fields in these objects will be matched in HubSpot. There can be one or multiple source systems, and a consistent data map is what will separate you from a hell of duplicates, confusing searches and unreportable data.
Once the data map is established, objects and properties are created in HubSpot. Data conversions may be required, and if so, it’s very important that they are fully documented, and that this ETL segment of the project is repeatable, precise, and fast, so that once the test load becomes the production load, you don’t find out that all your phone numbers are now, for some reason, in Papua New Guinea (true story).
Training and adoption
Anyone can tell you that training is key, and that if you fail in training, you will not get adoption by users.
The good news is that HubSpot has a wealth of really good training material in the form of the HubSpot Academy. The key remark is that that wealth of information needs to be consumed strategically. It covers the features in HubSpot really well, it covers the reasoning behind those features really well. It does not cover your business processes, your integrations, or exactly how your users are supposed to do their jobs.
Depending on the size and composition of the team, different approaches could be advisable. From online sessions to full blown classroom training, to bespoke, formal, Standard Operating Procedures that take existing and new employees through the ropes, we can work with you to create the training approach that will lead to optimal results.
Deploy
Our discoveries take on several different forms, but their purpose is to plot a course forward. They are key moments in engagements where we define and phase out the scope of action in the short, medium and long term (and also what those 3 things mean).
We want to implement a CRM, now what?
A CRM is not a system that can live in isolation. It needs to provide value for the individual user (or adoption will tank), the business (or investment will only cover spreadsheets) and the client. This is all good and well, but how do you know how much this is going to cost? What processes will be affected, and when? Which of your pre-existing systems need to be integrated? What HubSpot tiers do you need? Our team will help you get to the bottom of this, and come up with a plan. At the very least, you’ll get a complete vision out of this exercise. Ideally, it’s the first step in the road to go-live!
We have HubSpot, are we making the most of it?
Our team can help you gain insight into your HubSpot level of maturity. Are there any glaring holes you should patch up right now? Are you following best practices, and using all of the available product? Are there small tweaks in your processes or HubSpot that would lead to big gains? We will highlight where your strengths and areas of improvement are.
The one nagging pain
Sometimes it’s data: duplicates, lack of quality (there has never been a person whose first name is “Deceased”) (true story), lack of any depth. Other times, it’s an integration that is not cutting it, or not working. Others, the users just don’t know how their life would be better if they invested a tiny bit more. Our team can join you in assessing specific, acute, problems and find quick solutions to buy you time to think longer term!
Optimize
“What if this is as good as it gets?”, asked Melvin Udall, and every person who invested time and money in a CRM, and is yet to see the light. It is never too late, and we can help you get to the next plateau.
CRM Audit
Sometimes something is not right. Or you know that something is missing, but don’t know what. How come no one ever talks about all these other menu items? Am I making the most of what I’m paying for? Can I rely on the data I have, if I ever need to do something quick? Could my people be doing less repetitive work?
Let us get on the case. We’ll tell you exactly where you are, and tell you what you need to do next to get ahead.
LTV
How a well designed HubSpot implementation can help you with the LTV of your customers can easily turn into a Chat GPT bullet list, so let’s focus on the simpler stuff: you know who your customers are, what their dealings with you were in the past, and what their current status is. You have this knowledge at the fingertips of everyone in your company. If that can’t be turned into actionable LTV increasing tactics, what can?
CAC
The Marketing side of HubSpot, built with the Inbound methodology in mind, is all about having a precise definition of your buyer’s journey, having the right content in the right channel at each stage, and letting automation bring clients forward, until they are indeed ready and eager for a someone to take over, and seal the deal. But the top of the funnel is much wider, the friction on the first stages, much lower, and the quality of the leads handed deemed MQL or SQL, much higher.
Attribution
For all the times that term is thrown around, attribution really depends on a series of simple things: having all the components connected, either directly or via automation, to ensure that information is adequately present in contact or deal record, accurately representing where it came from, this time and the first time!
Reporting and Dashboards
Building a good, informative report is a function of a few different things: having the data to sustain it (if not, may be back to the drawing board), an idea of how users will want to see it and slice it further, and the knowledge of how to assemble that into the HubSpot reporting engine, with all it’s filters, questions and charts options. For dashboards, there’s an element of choreography that’s added, with including how all reports will respond to a given filter, how the user will flow through the information that’s presented, and how you can effectively run meetings off a dashboard!
Automations
Automations can really bring your marketing pipeline to life, shave a ton of time off your operations team, or just provide the extra element of fun in naming conventions, alerts or assignments of particularly annoying tasks. Whether it’s about knowing the right actions to use and their qwirks, or getting into custom code with Operations Hub, we can help you make sure that when switches are flicked, magic does happen.
