Marketers love marketing automation tools as they tend to streamline processes and help in generating and increasing conversion rates and increasing leads. Every marketing automation tool has its own benefit in the way it helps businesses in their specific industry.
It requires great skill and knowledge to set up any marketing automation tool because of the different tools it provides and the way to make them perform as per the desired objectives that marketers tend to achieve.
One such widely used marketing automation tool is HubSpot which comes with a lot of tools to help the different departments in an organization streamline with each other to keep the data more refined and the processes centralized.
To get the most out of a marketing automation platform such as HubSpot; an expert is needed who provides the onboarding sessions to help the new buyers to get acquainted with the tools in the CRM.
Now let’s discuss the main terminologies and the steps for a smooth HubSpot onboarding process for its buyers.
HubSpot Onboarding is a series of steps that an expert or agency provides to set up the CRM as per the type of business the CRM buyer has and the type of process they are looking to get implemented using HubSpot.
It involves support and guidance at each step with the use of different collaterals to help the customers understand how to use the tool. The collaterals can be -
Educational videos
One on One meeting
One-pager
Infographics
Guidance through emails
Step by Step tutorials
A great onboarding journey is important as it helps the customers or clients to know more about the product and it improves the efficiency & productivity of the team or business using the marketing automation tool.
You need to make sure that the customer is comfortable with the onboarding process so that they can come up with all their queries and improve the quality of communication the more information the customers provide - the better will be the onboarding process as we will have all the requisite information to frame a plan for onboarding.
Here is a step-by-step guide to help you understand how we streamline the HubSpot onboarding process for new HubSpot customers.
Let’s get started!
We first gather all the information from the client/customers that is required by us to know more about their reason to purchase HubSpot. The information that we ask for includes:
Explain your brand or organization in several sentences. Please describe the core products or services you provide.
How many employees do you have?
How many employees do you expect will be interfacing with? Please provide a list of the key team members who you expect will be meeting with us on a regular basis and their email addresses.
The next step which is important is to understand the objectives of the business and understand how are they trying to leverage HubSpot as per their plan. Here is what you should ask -
What are your company’s key goals? In other words, how does your company define its success?
What are your team’s key goals?
What is your team’s budget?
The next step involves understanding the target audience of the business and industry that they are catering to. It is important to know this as it helps us to create buyer personas and make a marketing plan based on their industry.
The next important information to gather is to understand the process of all the departments.
Their existing Martech stack is being used and the different marketing campaigns they are running.
The sales cycle that they currently have.
The customer support and helpdesk process.
Once we have all the required information, we are ready with getting started with the onboarding process for the customers as per the plan and hub that they have purchased in HubSpot.
Here are the steps that MarkeStac follows for the HubSpot onboarding process for Marketing Hub, Sales Hub, and Service Hub.
Invite your team members
Connect your subdomains and configure your settings
Install the HubSpot tracking code and filter out your internal traffic
Set up your email sending domain and CAN-SPAM
Import your contacts, companies, deals, tickets, and notes.
Import your marketing opt-out lists
Configure email types
Connect your social accounts
Consider integrations
Create personas to better understand the different audiences in your customer's database.
Explore forms and pop-up forms for quick wins.
Create custom properties that will help you qualify leads when filling out forms.
Set up lead scoring.
Define each Lifecycle Stage based on your own qualifications.
Map out a nurturing process flow that considers the tools you’re using.
Define lifecycle stages and ensure contacts go through different nurturing tracks depending on their stage.
Create your first welcome flow series for a new lead.
Find manual tasks that can be automated in HubSpot. Develop workflows, lists, or smart content to save time via automation.
Explore smart content to add value to your target audiences.
Connect your social and ad tools, and automate tasks.
Use custom properties to build target lists. See how we can translate that into a marketing email with smart content or into a targeted workflow.
Connect your personal email inbox
Set up your personal profile & settings
Invite your team
Create custom properties to store your data
Import your contacts, companies, deals, and notes into HubSpot
Review existing CRM & lead management system(s)
Install the HubSpot tracking code on your website
Set up your deal currencies
Set up external system integrations
Set up live chat on your web pages.
Learn how to use conversations to answer your prospects’ questions.
Connect your email and calendar so you can use the meetings tool to let prospects book time with you.
Use email scheduling to send to prospects at their preferred times.
Email prospects directly from the CRM.
Creating deal stages to automate the pipeline process.
Customize deal pipelines to fit your sales process.
Adding tasks so that sales reps can more efficiently execute daily objectives.
Automating how leads are rotated to sales reps.
Confirm that the deal stage properties are ready.
Set up workflow extensions to automate sales processes.
Explore how other tools integrate with HubSpot.
Using 1:1 video creation and outreach to get higher response rates.
Adding videos to CRM emails.
Create sequence queues to automatically follow up with prospects so you don’t have to do the manual work.
Using personalization tokens in emails to send emails faster.
Remove back-and-forth communication when setting up meetings by using the meetings tool.
Set up quotes to get deals closed faster.
Set up your product library to include the items that you sell.
Add your team members as users.
Install the HubSpot tracking code on your website
Connect your shared team email addresses to Conversations
Connect or add a subdomain for your knowledge base
Edit and embed the support form on your website
Import contacts and/or tickets into HubSpot
Configure your conversation notification preferences.
Create a form to collect incoming tickets from customers.
If possible, set up an automatic ticket assignment so that tickets are assigned to reps when the tickets are created.
Set up workflows to update ticket properties, move tickets to a new stage, and create tasks for the ticket’s owner.
Based on your functions of service, we’ll explore how to create pipelines to manage different functions. For example, we may create individual service pipelines for onboarding, project management, and account management.
Optimize service pipelines and stages to your team’s processes.
Understand how to import your existing knowledge base to HubSpot. Or start by creating one.
Design your knowledge base to optimize for Google search and customer satisfaction.
Develop categories and subcategories that make the knowledge base easy for your customers to navigate.
Collect and implement feedback on your knowledge base to improve the end experience for your customers.
Include your knowledge base at optimal locations on your website and customer communications so that it’s easy to find at the right times.
Learn how to add videos to your knowledge base to give customers a visual walkthrough.
Create customer loyalty surveys (NPS) to understand how people feel about your company.
Automatically send customer effort surveys (CES) whenever a ticket is closed.
Create a workflow trigger to send customer satisfaction surveys (CSAT) that can provide you with more in-depth feedback.
Set up automation that reaches out if someone is unhappy, or asks for a review from someone who is happy.
Use CSAT surveys in the marketing and/or sales process. For example, send a CSAT survey after your hosted event, a deal is closed-won, or when someone has been a customer for a specified amount of time.
How your data and website live in HubSpot
Optimizing your website and blog
Content strategy
Lead capture and conversion paths
Traffic and website analytics
Custom reporting to track KPIs, site performance reporting, and reporting by brand domain
Website speed and security best practices/tools
Content partitioning
Dynamic page testing
MarkeStac understands why it is important to make the customer aware of the tool and emphasizes a smoother customer onboarding process for HubSpot. We are a team of HubSpot experts who provide services in HubSpot implementation, HubSpot Onboarding, and HubSpot Development.
Quality and timely delivery has been at the core while we serve our customers across the globe and this is the reason we have served more than 75 clients over the globe across 13 industries with our HubSpot services.
We also follow a unique approach in HubSpot by providing HubSpot development services through the inbound methodology and strategizing demand generation through any asset we build on the website for our customers who use HubSpot.