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How to Select the Right CRM for your Business

The popularity of CRMs, such as the Hubspot CRM, Zapier, Salesforce, Pipedrive, etc., has boomed tremendously in the last few years. It has provided immense business value for many companies and numerous others are regularly trying to understand if they should utilise a CRM. Before we discuss the ins and outs of selecting the right CRM for your team, let’s first understand what exactly a CRM is and why you should consider getting one.

What is CRM?

CRM or Customer Relationship Management is any software product that enables you to handle your customers effectively and without any hassles. The idea here is to streamline your work, cut down on redundancies, manage business channels and processes, and enable client servicing in a single-view interface.

CRMs have proven to be especially beneficial for marketing, sales, and customer service teams. They offer several benefits such as support ticket management, account queries, lead and customer accounts management, marketing campaign execution, customer segmentation, sales channel management, A/B testing, real-time analytics for campaigns, and more.

How to select the right CRM?

Yes, selecting the right CRM can be quite tricky. The features a CRM offers are abundant and quite advanced because of which you need to be sure of certain checkboxes before investing in a CRM.

Evaluate your need for a CRM and ask yourself if the processes in a particular team are completely all over the place. Is a particular process highly time-consuming? Does your marketing guy have to carry out numerous processes manually? Would automate certain processes help? Does your sales team constantly lose track of leads? Does your customer support team miss out on several support requests? 

If the answer to most of these above questions is ‘yes’, you need to read ahead and understand exactly which points require consideration before you select a CRM.

1. Evaluate a team’s needs and problems

Selecting the right CRM is a collective endeavour. Get your concerned team together and discuss all pain points in a detailed manner. If you aren’t crystal clear about what you’re trying to solve by bringing a CRM into your processes, you’ll simply be wasting the company’s capital.

Outline every problem statement clearly, identify the pitfalls, and then shortlist a few CRMs which can help you either rectify the problem or simplify a complicated need. Carrying out the process of selecting a CRM alone is a high risk. You need to get those who would actually be using the CRM to participate in the discussion.

2. Consider multiple options rather than selecting a popular CRM

It’s a great risk to go for the first big company you hear of. A popular CRM might be amazing and the best option for several companies. However, that doesn’t mean it’s the right fit for you as well.

The entire point of evaluating your team’s needs and problems by discussing with your team is to understand exactly what you’re trying to solve. Shortlist multiple CRM providers who are experts in providing solutions to the exact problem you’re trying to address. If possible, rank them in the order of what you deem fit.

There could also be an instance where your problem is so niched that you aren’t able to find any CRM provider who could help you solve it. CRM providers usually release features that can help solve numerous general issues in a company. However, they also work with their clients to provide them with customizable options. Look for a CRM company that works with its clients for the same.

3. Schedule a demo without fail

Scheduling a demo is the most important step you need to take before subscribing to a CRM service.

This is not hard to come by. Every CRM company provides you an option to schedule a demo on their website. Get a few people from your concerned team to sit for the demo with you. This will help you address several questions and also enable others on the team to get familiarised with the product. Here are a few considerations you need to make:

  • Is the UI user-friendly?
  • Do they offer a trial period?
  • How tough is it to set-up the CRM?
  • Do they offer integrations with other apps and CRMs?
  • Is there any extra or hidden fee other than the subscription cost?
  • Do they offer monthly pricing models?
  • Do they offer GDPR functionality?
  • Is there customer support easy to reach and quick to respond?
  • Is the CRM mobile-friendly?

The idea here is to ask as many questions as possible. Clear all your ambiguities before you make the decision. Strikethrough every CRM that doesn’t work for you and prioritize the ones that do. Discuss with your team how they found the product and come to a final, conclusive decision. Subscribing to a CRM is a big decision, and you need to take a methodologic approach so that you can optimize workflows and receive great returns all in one go.

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5 Reasons HubSpot CRM Could be the Best CRM…

1. HubSpot CRM is easy to use

Forrester did research on over 100 companies using CRM software. They concluded that the major challenge to successful implementation was ‘people issues’. CRM adoption topped the list as the major roadblock to successful implementation. Reality is CRM has a reputation of being difficult to get to grips with, and quite frankly for a sales professional chasing target at month-end – using a difficult to use CRM is low down on the list of priorities. This is where HubSpot CRM stands out. Its simple clean interface on desktop and mobile app are class-leading.

Reviews on Capterra submitted by real-world users of CRM software rated HubSpot for usability with a 4.5 out of 5 average rating. Salesforce scored a 4 out of 5, which mirrors what we hear in the market – Salesforce is often set up in a way that makes it difficult to use.

2. HubSpot CRM is quick and easy to implement

Anyone who has implemented a CRM system before knows that it can be a long and arduous task with a large and sometimes moving price tag. Not so with HubSpot CRM. At MO we regularly implement HubSpot CRM within 30 days in a primary phase of the ‘CRM and Sales Enablement’ program we call the ‘Foundation for Growth’.

Granted some implementations can take longer, but the ethos driven by HubSpot is that complex and difficult to use CRMs are simply not used. So start simple with the basics that come out the box. Mould these features to the business. Integrations, major data restructures or data scrubbing can take time, but it’s also not a bad idea in these cases to start with part of the business, and then roll out to other parts thereby working with a smaller dataset to start.

3. Marketing and Sales alignment

HubSpot is the undisputed leader in marketing automation software by ease of use and number of customers. This fact means that your salespeople will have access to real-time data from the businesses marketing engine. New leads from online channels are sent directly into the CRM, and either sent to the relevant salesperson by geographical area or expertise or round-robin’ed among the reps.

The connection to marketing also translates to full-funnel ROI reporting on each contact in your CRM. How much did each customer cost to acquire? Easy to work out with the connected HubSpot CRM and Marketing platforms.

4. Integrations and an open API

HubSpot has more than 300 out-the-box integrations available ranging from connects into transactional email systems and CRMs like Salesforce, to RSVP systems like Eventbrite. In addition, an open and well-documented API allows your tech teams to integrate just about anything they want. At MO Agency we’ve built custom integrations into most popular CRM systems, and multiple ERPs including SAP, Syspro, Quickbooks, Sage, and more. If you are interested in custom integration, feel free to reach out to us.

5. Cost

HubSpot CRM is on the lower end of the cost spectrum when it comes to an enterprise-grade CRM. The added bonus with HubSpot CRM is that you can start using it for free. Even the sales tools like tracked emails, logging emails in the CRM, and some other great features are free to a point. Amazingly this ‘point’ will take you very far and to date we have set up numerous clients on HubSpot CRM in an absolutely free capacity.

The reality is they get so much benefit from this that they are happy to pay for a few HubSpot Starter and HubSpot Pro licences as needed. Remember that you can combine HubSpot CRM free users with HubSpot Sales paid users. Unlike most other CRMs – not all users need a paid licence. Only the power users.

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5 Ways to Use your CRM to Warm Up…

If your business has a strong sales enablement strategy, it’s likely to use a CRM tool. You can use this tool to warm up leads and improve your sales performance.

How to use your CRM to warm up leads

1. Keeping them warm with consistent, automated communication

While you don’t want to spam your potential leads, you do want to keep the communication with them going so that they don’t lose interest in your brand and look somewhere else. Using a CRM allows you to automate your marketing emails and set up sales sequences to catch every lead that comes into the system. Following up on every lead that needs warming up and nurturing would be virtually impossible if you’re getting more than 100 leads a month. Having a CRM means you can enrol new leads into automated workflows, which takes the pain out of lead nurturing.

You should also use your CRM to ensure that your attempts at re-engagement aren’t becoming annoying – if you’ve sent 10 emails in a day with no response, you’ll be able to see that in your CRM and take a different approach to warming them up.

2. Knowing what stage of the buyers funnel they’re in and sending them the right content

If you’re using a CRM such as HubSpot, it’s easy to define leads by where they are in the sales funnel, assign them as marketing qualified or sales qualified, and identify their buyer persona. Once you’ve defined your leads into different stages of your marketing and sales funnel, and you know that your lead is qualified, it’s much easier to send them the content that is relevant to them at the stage they’re in.

3. Looking at their previous actions and behaviour

Modern CRMs track metrics such as website visits, email opens, clicks on landing pages, and content download. This information gives great insight into your leads like what actions they’ve taken in the past and what content they’re interested in. If you’re using a CRM, this type of information is at your fingertips, which is great because it allows you to send content to your lead that they are more likely to respond to. If they’ve been looking at information on social media, for example, you can send them information on social media services, which they’re interested in, and makes them more likely convert.

4. Owning a lead and keeping them in contact with the same person

People like people more than they like companies. They’re far more likely to respond to information coming from a person they’ve interacted with previously, than with a generic email address, like info@company.com. Nobody wants to speak to “Info”, they want to speak to Luke who they’ve already seen and read about on the company website. 

What does this have to do with a CRM? When you’re using a CRM you can assign leads to owners, and ensure that any communications going out come from a recognisable person. You won’t warm up any leads if they’re not even opening their emails, so use your CRM to ensure that all leads are properly allocated, and all communication comes from a person they recognise and trust.

5. Re-engaging old customers

As a lead, an old customer is like a microwave meal – you’ve already done most of the work, you just need to heat it up again. If you’re using your CRM properly, you should have a list of previous customers you can retarget. Your CRM will note any communications and actions taken, so you should be able to gauge their past responses to your marketing and sales, and target them with the best message.

Take the hassle out of lead nurturing by using your CRM to its full potential by following these 5 steps. If you’re looking for more information on how to use your CRM for marketing automation and better sales performance, feel free to reach out to us.

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What is HubSpot Marketing?

HubSpot has over 23,000+ customers from across 90 countries using their marketing software. All of HubSpot’s software will help you to increase traffic, convert leads and prove return-on-investment (ROI). But what exactly is HubSpot Marketing? Let’s explore!

HubSpot Marketing is all-in-one:

HubSpot Marketing can be described as all-in-one marketing software. It brings your team, all your tools and data together in one platform. With the software, you can design web pages, landing pages, emails, blog posts and calls-to-actions (CTAs) without a web developer on-hand.

By using HubSpot Marketing, you are able to grow website traffic by publishing relevant content in no time at all. You can achieve this with all the SEO, blogging and social media tools the software has to offer. Eventually, you can turn your traffic into leads and customers through email and marketing automation (which includes automated workflows). It is through HubSpot’s workflows where the magic happens.

What HubSpot Marketing has to offer:

  • Blogging – Publish relevant content that is optimised for conversions. Use tools that speed up content creation and make it easy to rank on search engines.
  • Landing Pages – Launch landing pages that are device responsive, add forms and change up content based on a user’s behaviour.
  • Email – Create email templates, personalise subject lines and content for every recipient. You can even run A/B tests!
  • Marketing Automation – Use the behaviour of a lead to tailor emails, content, offers and outreach. All of which is scalable.
  • Lead Management – With contacts’ information properties, you can see all interactions and then use that data to create highly targeted campaigns, and as a result close more deals.
  • Analytics – Gain all insights from your funnel. See which assets are performing the best and show how your marketing efforts affect ROI.
  • Website – Make use of a drag and drop website builder that is responsive. Help make sure your website is SEO-friendly and fully integrated. Even save your favourite designs as templates to be used for launching landing pages faster.
  • Social Media – Monitor Twitter, Facebook and LinkedIn. Keep an eye on brand mentions and relevant brand conversations. Track engagements and schedule all your social posts.
  • SEO – Identify high-traffic keywords, following which you can optimise your blog posts, landing pages and website with suggestions. You can also measure the impact you’re having with keywords through integrated tracking and the amazing Keywords Tool.
  • Calls-to-Action – HubSpot Marketing allows you to design CTAs visitors won’t stop clicking. With the CTA tool, you can see who clicked your CTAs and measure performance such as CTR (click-through rate)
  • Ads – Be able to track the ROI of Facebook and Google Adwords advertising precisely and accurately.
  • Salesforce Integration – Enable a bi-directional sync with Salesforce. So, you can record every email open, CTA click and form submission.

HubSpot Marketing is free to start with and includes contact forms, lead capture pop-up forms, contact database, traffic and conversion analytics, integration with CMS, email and form tools. If you want to have more functionality you need to pay $200/month for HubSpot Marketing Basic, or $800/month for HubSpot Marketing Pro. There is a full breakdown of the functionality for each price point on the HubSpot website. Click here for HubSpot Marketing Pricing

Want to get even more out of HubSpot Marketing? We suggest incorporating HubSpot Sales and HubSpot CRM into your overall digital marketing strategy.

What’s the difference between HubSpot CRM and HubSpot Sales?

This is a question that often pops up in a conversation when we’re talking about HubSpot with customers. HubSpot themselves doesn’t make the distinction all that clear.

As a HubSpot Partner, we explored this the difference between HubSpot CRM and Sales in a recent blog post. Read the blog post and get a better understanding of the added benefits of the HubSpot CRM and HubSpot Sales.

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Growth hacking in 2020 with HubSpot

What is Growth Hacking?

Growth hacking is the quick and systematic approach to setting clear and concise goals and strategically testing and experimenting with a variety of different mediums and channels to reach them in the shortest time possible. Have you ever done an experiment with your marketing that resulted in you changing the heading of a landing page or the copy used in an email send because you saw that you were getting better results? If you have, that’s a form of Growth Hacking.

Now when it comes to Growth Hacking, tracking and analysing the performance of your marketing efforts becomes vital. You can only improve and figure out what is or isn’t working by first having a solid base to start from. Keeping track of all your marketing efforts as well as creating new experiments to test the effectiveness of various assets can be tedious and difficult to do if all your data isn’t in one place. This is where HubSpot comes in.

How can HubSpot help grow your business in 2019?

HubSpot combines powerful sales and marketing tools to help grow your business all in one place. The Marketing Hub gives you everything you need to run effective inbound marketing campaigns, create beautiful templates, automate all your social media posts, build your website, and more. The best part? HubSpot will track and report on all of it, allowing you to get a feel for what is and isn’t working, allowing you to optimise your campaigns and assets for maximum results.

With a click of a button you’ll be able to see all the metrics that matter the most to you. From page visits to email opens, bounce rates, conversion rates and so much more, you can effectively test, identify, and optimise what you are doing and how you are doing it.

Growing your business should never be intimidating. Instead, you can use HubSpot to hack your business to success at a faster and more effective way, giving you the edge over your competitors as well as making sure you are attracting and retaining quality customers.

It’s 2019, let’s growth hack your business to success with HubSpot today. If you are interested in learning more and getting a more in-depth of HubSpot’s powerful functionality and what it can do for you, please get in touch with one of our experts. We would be happy to answer any questions that you may have!