HubSpot Onboarding Playbook | Quick Wins and Growth Tactics

Playbooks

Attract - Employ content marketing

Employ content marketing

Create and distribute valuable, relevant, and consistent content to attract and retain a clearly-defined audience and ultimately drive profitable customer action.

Execute the following plays to improve your monthly website traffic:

1. Build a content creation framework.

Timeframe 1 month - Easy

Create a defined process for creating content within your organization, from ideation to post-publication, that keeps things running smoothly and allows you to scale.

Where to learn more:

HubSpot tools to use:

Campaign calendar
Blog & content creation tools
Campaign reporting
Marketing tasks

2. Create a long-term content roadmap.

Timeframe 1-2 weeks - Moderate

Create a long-term plan to identify and organize all the initiatives and campaigns where content will need to be created over the course of a year.

Where to learn more:

HubSpot tools to use:

Campaign calendar
Blog & content creation tools
SEO & content strategy

3. Generate ideas and start creating quality content.

Timeframe 1 - 6 weeks - Moderate

Develop a process for producing content ideas and start regularly publishing content that your audience loves to read and wants to share.

Where to learn more:

HubSpot tools to use:

Blog & content creation tools
SEO & content strategy
Google Search Console integration
Video hosting & management

4. Share your content with your ideal audience.

Timeframe 1 - 6 weeks - Easy

Once you create content, you want to get it in front of your ideal audience. Share your content with them via email and on the social media platforms where they engage.

Where to learn more:

HubSpot tools to use:

Email marketing
Social media tools
Ad management
Campaign calendar

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Attract - Spend time where your potential customer

Determine where your best prospects learn about a product or service like yours and actively engage on those channels in a way that provides value and builds trust.

Execute the following plays to improve your monthly website traffic and leads generated:

1. Prioritize your social channels

Timeframe 1 -2 weeks - Moderate

Select which channels to prioritize in your strategy based on past performance, market fit, customer fit, and potential returns.

Where to learn more:

HubSpot tools to use:

Traffic analytics
Social media tools
Contact create attribution

2. Develop a social content strategy.

Timeframe 1-2 weeks - Moderate

To build a content strategy, analyze how different content types and campaigns resonated with your audience in the past, consider your buyer persona’s needs and interests, and see what competitors are doing.

Where to learn more:

HubSpot tools to use:

Social media tools
Contact create attribution
Campaign reporting

3. Build out a content calendar.

Timeframe 1 - 2 weeks - Easy

Once you have selected your channels and the content you want to post on each, build out a content calendar that you can use to plan content for the upcoming weeks and months.

Where to learn more:

HubSpot tools to use:

Social media calendar
Social media tools

4. Organize content in campaigns.

Timeframe Ongoing - Easy

Organize social content in campaigns to help you develop assets tailored to each channel that are related, but not identical, and be able to tie every post back to a larger goal.

Where to learn more:

HubSpot tools to use:

Campaigns
Campaign reporting

5. Engage in social selling.

Timeframe 1 month - Easy

Build 1:1 relationships with prospects and customers through social selling. Optimize your social profiles, join relevant groups and forums, share relevant content, research buyers and engage in meaningful conversations.

Where to learn more:

HubSpot tools to use:

Target accounts home
LinkedIn Sales Navigator integration
Messenger integration

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Attract - Run targeted ad campaigns

Create ads that are timely, relevant, and helpful to attract high-quality leads who are more likely to buy from you.

Execute the following plays to improve your monthly website traffic and leads generated:

1. Build a journey-based advertising plan.

Timeframe 1 month - Moderate

Understand your target audience, identify your goals and objectives, and tailor your ad targeting and creative to align with the buyer’s journey.

Where to learn more:

HubSpot tools to use:

Contact management
Ad management
List segmentation

2. Create ad audiences.

Timeframe 1 day - Easy

Once you understand your target audience and their buyer’s journey, create contact and/or company-based ad audiences to reflect these characteristics.

Where to learn more:

HubSpot tools to use:

List segmentation
Company list segmentation
Ad management
Ad retargeting
Company-based ad targeting on LinkedIn

3. Maximize your budget and launch your ads.

Timeframe 1 month - Moderate

To see a strong return-on-investment when you launch your ads, you need to identify what your budget actually is and allocate it across channels wisely.

Where to learn more:

HubSpot tools to use:

Ad management
Ad retargeting

4. Use data to analyze and optimize your paid media.

Timeframe Ongoing - Difficult

Monitor and analyze your ad campaign performance based on the key performance indicators you set, then make continual adjustments to improve these KPIs.

Where to learn more:

HubSpot tools to use:

Ad management
Ad optimization events
Messenger integration

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Attract - Deploy a SEO topic cluster strategy

To rank in search, organize your content in topic clusters, a structure preferred by today's searchers and search engines.

Execute the following plays to improve your monthly website traffic:

1. Establish a topic cluster and build your first pillar page.

Timeframe 1 - 2 months - Moderate

Identify a broad topic you want to be known for and brainstorm subtopics around it. Then create blog content to cover each subtopic and a pillar page to connect them to.

Where to learn more:

HubSpot tools to use:

SEO & content strategy
Blog & content creation tools
Google Search Console integration
SEO analytics

2. Restructure your existing content into topic clusters.

Timeframe 3 - 6 months - Moderate

If you have existing content, identify 5 topics you want to be known for. Complete a content audit to see which topics your existing content covers and build pillar pages to link that content to.

Where to learn more:

HubSpot tools to use:

SEO & content strategy
Blog & content creation tools
Google Search Console integration
SEO analytics

3. Create a plan for future blog content.

Timeframe 1 - 2 weeks - Moderate

Create a plan for future blog content that focuses on filling gaps in your pillar topics. Ensure that you keep a balance across personas and buyer journey stages.

Where to learn more:

HubSpot tools to use:

SEO & content strategy
Google Search Console integration

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Attract - Leverage your loyal customers

Identify your loyal customers and turn them into promoters for your brand. By offering them incentives and asking for referrals, your customers can become a channel for new business acquisition and growth.

Execute the following plays to improve your lead to opportunity/customer conversion rate:

1. Identify your promoters.

Timeframe 1 month - Easy

Use a survey or enlist your service reps to ask customers how likely they are to recommend you. Then create a segmented list of those you identify as promoters.

Where to learn more:

HubSpot tools to use:

Customer feedback
List segmentation

2. Build a referral program.

Timeframe 1 - 2 weeks - Moderate

To set up an effective program, set your goals, list possible referral sources, craft an outreach plan, determine your incentives, promote your program and set up tracking.

Where to learn more:

HubSpot tools to use:

Forms
Email marketing
Contact-based workflows
Calls-to-action
List segmentation
Landing pages
Custom reports

3. Create a customer ambassador program.

Timeframe 2 - 4 weeks - Difficult

Create an ambassador program to generate customer driven assets for campaigns and evergreen content such as testimonials, case studies, ratings and reviews and demo videos.

Where to learn more:

HubSpot tools to use:

Email marketing
List segmentation
Contact-based workflows
Landing pages
Forms

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Attract - Create conversion pathways

Conversions on your website, like making a purchase or downloading an ebook, are crucial for creating leads and sales. So create multiple pathways to guide visitors toward these conversion points.

Execute the following plays to improve your visitor to lead conversion rate:

1. Build your first conversion pathway.

Timeframe 1 month - Moderate

Your conversion pathway includes contextually relevant, valuable, persona-driven content or offer, a clear call-to-action, a landing page with a submission form, and a thank you page, and an asset delivery method.

Where to learn more:

HubSpot tools to use:

Landing pages
Forms

2. Drive visitors to convert.

Timeframe 1 day - Easy

Add pop-up forms and contextual calls-to-action to your website pages that guide visitors to your conversion pathways. Pop-up forms and CTAs should supplement a visitor’s experience, not interrupt it.

Where to learn more:

HubSpot tools to use:

Forms
Form follow-up emails
Calls-to-action

3. Analyze the performance of your conversion pathway.

Timeframe 1 day - Moderate

Take a step back and analyze how your conversion path is performing. If you aren’t meeting your goals dive deeper to find the weak links - these are candidates for optimization.

Where to learn more:

HubSpot tools to use:

Calls-to-action
Forms
Landing pages
Campaign reporting

4. Test and optimize your conversion pathway.

Timeframe Ongoing - Difficult

Utilize A/B and adaptive testing to experiment with variations of your website pages, landing pages, forms, and calls-to-action in order to continually improve your conversion pathway.

Where to learn more:

HubSpot tools to use:

A/B testing
Adaptive testing

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Engage - Automate and personalize your marketing

Use marketing automation and segmentation to provide a personalized experience for every lead and prospect that you interact with.

Execute the following plays to improve your lead to opportunity/customer conversion rate:

1. Segment your database.

Timeframe 1 week - Easy

You can segment your contact database in numerous ways, from geography and industry to number of website visits. A good place to start is segmenting by persona and stage in the buyer’s journey.

Where to learn more:

HubSpot tools to use:

List segmentation

2. Add a personal touch to your website and email content.

Timeframe 1 month - Moderate

Personalize the website and email experience for your leads by using rules to show different content to different audiences.

Where to learn more:

HubSpot tools to use:

Smart content
List segmentation
Company list segmentation

3. Create an automated lead nurturing campaign.

Timeframe 1 - 3 months - Difficult

Create a campaign to actively move leads into customers by keeping them engaged with your brand and providing them the information they need at each stage of their buyer journey.

Where to learn more:

HubSpot tools to use:

Email marketing
Contact-based workflows
Ad retargeting
List segmentation

4. Launch an account-based marketing strategy.

Timeframe 1-2 months - Difficult

Combine your marketing and sales teams efforts to efficiently engage and convert a specific set of your highest opportunity, highest-value accounts to close bigger deals faster.

Where to learn more:

HubSpot tools to use:

Company-based ad targeting on LinkedIn
Campaigns
Company list segmentation
Account-based marketing reports
Company scoring
Target accounts home
Account overview
Sequences
Slack integration
Ad management
Linkedin Sales Navigator integration

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Engage - Connect with prospects on their terms

Connect with prospects on their terms rather than yours by offering them as many options as possible to get in touch with you.

Execute the following plays to improve your lead to opportunity/customer conversion rate:

1. Use the live chat to connect with prospects immediately.

Timeframe 1 week - Difficult

Enable prospects to connect immediately through live chat, then employ a bot or well-equipped employee to answer their questions quickly, accurately, and completely.

Where to learn more:

HubSpot tools to use:

Live chat
Conversational bots
Conversations inbox
Canned snippets
Documents
Conversation routing

2. Make it easy for prospects to book time with you.

Timeframe 1 week - Easy

Allow prospects to book time with you using an online scheduling tool. Combine this tool with your website pages, email templates and sequences to create a painless booking experience.

Where to learn more:

HubSpot tools to use:

Meeting scheduling

3. Connect with prospects on Facebook Messenger.

Timeframe 1 week - Moderate

Utilize Facebook Messenger to cater to the buyer who doesn’t want to leave Facebook to interact with you.

Where to learn more:

HubSpot tools to use:

Messenger integration
Conversational bots
Conversation routing

4. Help prospects call sales directly.

Timeframe 1 month - Moderate

Help prospects ready to buy call sales directly by prominently displaying your phone # and adding click-to-call buttons on your website, emails, and landing pages, then equip your rep with tools to close the deal.

Where to learn more:

HubSpot tools to use:

Calls-to-action
Calling
Calling SDK
Documents
Quotes
Products
eSignature
Stripe integration

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Engage - Automate your sales process

Use automation to streamline manual, tedious, time-consuming tasks in the sales process so your sales team can focus less on admin and more on selling.

Execute the following plays to improve your lead to opportunity/customer conversion rate:

1. Automate your sales follow-up.

Timeframe 1 week - Moderate

To make sure no prospect slips through the cracks, automate the tedious follow-up tasks that tend to fill up rep’s days, and use email templates to eliminate writing the same email over and over.

Where to learn more:

HubSpot tools to use:

Email templates
Email scheduling
Canned snippets
Tasks & activities
HubSpot for Outlook
HubSpot for Gmail
Simple automation
Deal-based workflows

2. Help reps prioritize their outreach.

Timeframe 1 - 4 weeks - Moderate

Help your sales reps prioritize outreach by using lead scoring to segment leads as cold, warm or hot based on threshold scores. Then use automation to notify reps when a lead is hot.

Where to learn more:

HubSpot tools to use:

List segmentation
Standard contact scoring
Company list segmentation
Company scoring
Contact-based workflows
Company-based workflows

3. Automate your lead distribution.

Timeframe 1 week - Moderate

Cut down response time and avoid multiple reps reaching out to the same lead by automating your lead assignment. Assign leads by territory, industry, company size, deal value and more.

Where to learn more:

HubSpot tools to use:

Contact-based workflows
Deal-based workflows
Tasks & activities
Conversation routing

4. Automate day-to-day sales tasks.

Timeframe 1 month - Easy

Free up more time for selling by automating the various administrative tasks reps complete on a daily basis like CRM data entry, creating appointments and reminders, and invoice generation.

Where to learn more:

HubSpot tools to use:

Deals
Calling
Products
Quotes
Meeting scheduling
Company insights
Simple automation
Contact-based workflows
Workflow extensions
eSignature
Salesforce integration

5. Automate your sales reporting.

Timeframe 1 - 4 weeks - Difficult

Make a list of all the team and individual rep reports you need. Then eliminate manually collecting, organizing and analyzing data by automating their generation and distribution.

Where to learn more:

HubSpot tools to use:

Sales reporting dashboards
Sales productivity performance
Deal pipeline
Goals
Custom reporting
Hierarchical teams
Products
Calculated properties
Recurring revenue tracking
Forecasting

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Engage - Provide value before extracting value from prospects

Build trust with prospects by listening to understand what they want and need and finding a way to be helpful, providing them with valuable information, and offering an option to try before they buy.

Execute the following plays to improve your opportunity to customer conversion rate:

1. Create content to educate and sell.

Timeframe 1 month - Moderate

Craft a strategy to provide your Sales team with content that educates prospects and closes deals, then make it easy to find, so they spend less time creating content and more time helping prospects.

Where to learn more:

HubSpot tools to use:

Documents
Quotes
Sequences
Email templates
Video hosting & management

2. Modernize your sales tactics.

Timeframe 3 - 6 months - Difficult

Today it’s all about how you sell, not what you sell. So it’s time to update your sales tactics to match the way modern people communicate and buy.

Where to learn more:

HubSpot tools to use:

LinkedIn Sales Navigator integration
1:1 video creation
Messenger integration
Calling
Live chat
Email scheduling
Meeting scheduling
Sequences
eSignature
Quotes
Conversation intelligence
Playbooks

3. Build trust with a try before you buy option.

Timeframe 1 month - Moderate

Build trust by providing a try before you buy option like a free trial, freemium version, sample, demo, or free returns. Then nurture those prospects into paying customers.

Where to learn more:

HubSpot tools to use:

Landing pages
Forms
Contact-based workflows
Email marketing
Email templates

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Engage - Personalize outreach at scale

In order to provide a personalized sales experience for prospects as you grow, shift your focus from manual labor to streamlining internal and external communications.

Execute the following plays to improve your lead to opportunity/customer conversion rate:

1. Use chatbots to have personalized conversations at scale.

Timeframe 1 week - Difficult

Many questions in live chat don’t require a human to answer. Set up a chatbot to connect visitors to the right rep, route them to the most helpful content, and scale 1-to-1 communications.

Where to learn more:

HubSpot tools to use:

Conversational bots
Conversation routing

2. Make it easy for prospects to book time with you.

Timeframe 1 week - Easy

Allow prospects to book time with you using an online scheduling tool. Combine this tool with your website pages, email templates and sequences to create a painless booking experience.

Where to learn more:

HubSpot tools to use:

Meeting scheduling

3. Empower your sales team with the information they need.

Timeframe 1 month - Moderate

Provide resources to make it easy for reps to quickly find the information they need while on a call, like answers to common concerns and scripts for standard questions.

Where to learn more:

HubSpot tools to use:

Playbooks
Canned snippets
Documents

3. Personalize your sales emails at scale.

Timeframe 1 month - Moderate

To deliver personalized emails at scale, provide reps with tools to write and schedule personalized emails quickly, create 1:1 videos, and share professional-looking proposals.

Where to learn more:

HubSpot tools to use:

1:1 video creation
Canned snippets
Email templates
Sequences
Email scheduling
Quotes
Email tracking & notifications

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Delight - Help your customers help themselves

The most desired form of support by today’s customers is self-service. Provide on-demand information and resources to make it easy for them to find solutions in a manner they prefer.

Execute the following plays to improve your customer retention rate and customer lifetime value:

1. Create a robust knowledge base.

Timeframe 2 - 3 months - Moderate

Create a robust, searchable knowledge base focused around your customer’s most frequently asked questions so customers can quickly find what they need without having to reach out.

Where to learn more:

HubSpot tools to use:

Knowledge base
Video hosting & management

2. Create a self-service chatbot.

Timeframe 1 week - Difficult

Create a self-service chatbot to help your customers locate the information, web pages, and knowledge base articles they need to solve their issues at any time.

Where to learn more:

HubSpot tools to use:

Conversational bots
Knowledge base

3. Design an effective human handoff.

Timeframe 1 month - Moderate

Ensure that for issues not solvable through self-service, you have a way for customers to effectively and efficiently escalate for support.

Where to learn more:

HubSpot tools to use:

Conversational bots
Conversation routing
Conversations inbox
Ticketing

4. Create a customer portal.

Timeframe 1 - 3 months - Difficult

Give your customers a place to view their account information, access your knowledge base, customer training, and community forum, and keep track of their support requests.

Where to learn more:

HubSpot tools to use:

Memberships with SSO
Password-protected pages
Website page creation & management
Ticketing
Knowledge base

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Delight - Provide proactive customer service

The most desired form of support by today’s customers is self-service. Provide on-demand information and resources to make it easy for them to find solutions in a manner they prefer.

Execute the following plays to improve your customer retention rate and customer lifetime value:

1. Create a customer journey map.

Timeframe 1 month - Moderate

Study your most successful customers and see what steps they took, roadblocks they faced, and help you provided. Use this information to identify where in your customer's journey you can proactively provide assistance.

Where to learn more:

HubSpot tools to use:

Customer feedback
Insights dashboard
Custom reporting

2. Automate your customer onboarding.

Timeframe 1 month - Moderate

Streamline your onboarding by automating transactional emails that provide needed account information to get started and a welcome email series to help customers find success with their purchase.

Where to learn more:

HubSpot tools to use:

Contact-based workflows
Deal-based workflows
Sequences
Email templates
Email marketing
Quotes

3. Identify and engage unhappy customers.

Timeframe 1 month - Difficult

Use analytics to identify unhappy customers and automation to proactively trigger your service agents into action. Then arm agents with a library of resources, templates and playbooks to follow.

Where to learn more:

HubSpot tools to use:

Customer feedback
Standard contact scoring
Predictive lead scoring
Knowledge base
Sequences
Meeting scheduling
Playbooks
Contact-based workflows
Ticket-based workflows

4. Up and cross-sell to meet customer needs.

Timeframe 1 month - Moderate

Create a strategy for identifying customers with a real need for additional products or services. Then employ automation to streamline your up and cross-sell motions.

Where to learn more:

HubSpot tools to use:

Ad retargeting
Email marketing
Contact-based workflows
Standard contact scoring
Sequences
Email templates

5. Create a customer training program.

Timeframe 3 months - Moderate

Create a program to teach customers how to use your products and achieve the outcome they’re looking for. It can consist of an FAQ page and how-to video and audio content, or academies and certifications.

Where to learn more:

HubSpot tools to use:

Website page creation & management
Password protected pages
Video hosting & management

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Delight - Solve customer issues quickly

To meet customer expectations today, you need the right strategy and systems in place to resolve issues in minutes and hours, not days and weeks.

Execute the following plays to improve your customer retention rate and customer satisfaction:

1. Provide support through live chat.

Timeframe 1 day - Easy

To provide customers with timely support, set up live chat on your website and employ automation to route conversations to the right agent.

Where to learn more:

HubSpot tools to use:

Live chat
Conversation routing

2. Create a knowledge base.

Timeframe 2 - 3 months - Moderate

Create a robust, searchable knowledge base focused around your customer’s most frequently asked questions. Include articles, training videos, and helpful hints that agents and bots can direct customers to.

Where to learn more:

HubSpot tools to use:

Knowledge base
Video hosting & management

3. Use automation to create, assign, and track tickets.

Timeframe 1 week - Moderate

Use a system to automatically log customer issues from any channel as tickets and quickly assign them to the right team member - organized, prioritized, and tracked in a central location.

Where to learn more:

HubSpot tools to use:

Ticketing
Ticket-based workflows
Conversation routing
Multiple ticket pipelines
Contact-based workflows

4. Automate your support follow-up.

Timeframe 1 - 3 months - Moderate

To speed up ticket resolution times, automate ticket follow-up tasks and use templates to eliminate writing the same message over and over.

Where to learn more:

HubSpot tools to use:

Email templates
Email scheduling
Canned snippets
Tasks & activities
Gmail and Outlook integration
Simple automation
Sequences

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Delight - Organize and track your customer communications

Organize and track every customer interaction in a shared inbox accessible to your entire team so you can manage 1-to-1 customer communications at scale.

Execute the following plays to improve your customer retention rate:

1. Organize your inbox.

Timeframe 1 day - Easy

To keep records of interactions with customers organized, have agents set up rules to automatically sort and filter incoming emails, live chat, and support forms.

Where to learn more:

HubSpot tools to use:

Conversations inbox

2. Automate ticket creation.

Timeframe 1 day - Easy

Save time and prevent customers from slipping through the cracks by employing a system to automatically log customer conversations from any channel as tickets.

Where to learn more:

HubSpot tools to use:

Conversations inbox
Ticketing

3. Create ticket pipelines.

Timeframe 1 week - Moderate

Not all tickets go through the exact same stages to get solved, so create multiple pipelines to organize tickets and differentiate the paths a ticket can travel through.

Where to learn more:

HubSpot tools to use:

Multiple ticket pipelines
Ticketing
Ticket pipelines

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Delight - Measure and improve your customer experience

Collect customer feedback and use it to improve your customer experience and turn happy customers into loyal promoters for your organization.

Execute the following plays to improve your customer retention and referral rate:

1. Measure and improve customer loyalty.

Timeframe 1 month - Easy

Use a net promoter score (NPS) survey to measure customer loyalty, identify your advocates and uncover aspects of your customer experience that need improvement.

Where to learn more:

HubSpot tools to use:

Customer feedback
Insights dashboard

2. Measure customer effort and follow-up.

Timeframe 1 month - Easy

Use a Customer Effort Score survey to measure the ease of a user’s customer support experience. Then follow up with those who had a less than ideal experience.

Where to learn more:

HubSpot tools to use:

Customer feedback
Insights dashboard

3. Measure customer satisfaction to uncover points of friction.

Timeframe 1 - 3 months - Moderate

Use Customer Satisfaction surveys to measure how satisfied customers are with your product, service, or experience. Use the results to uncover points of force and friction at each customer touchpoint.

Where to learn more:

HubSpot tools to use:

Customer feedback
Insights dashboard
Custom reporting

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Fighting Friction - Automate your internal processes

Look for the repetitive, manual tasks that fall on your team’s plate and consider which could be supplemented by automation. This will free up time for work that brings greater value to your customers.

Execute the following plays to improve your lead conversion and customer retention rate:

1. Automate day-to-day tasks.

Timeframe 1 month - Easy

Automate the repetitive administrative tasks your team completes on a daily basis like data entry, setting appointments and reminders, and document creation.

Where to learn more:

HubSpot tools to use:

Calling
Documents
Quotes
Meeting scheduling
Company insights
Simple automation
Sequences
Contact-based workflows
Company-based workflows
Deal-based workflows
Ticket-based workflows
Workflow extensions
Conversation-based workflows

2. Automate your follow-up communications.

Timeframe 1 - 3 months - Moderate

To create a more frictionless experience for your leads and customers as they transition between teams, employ automation to change lead ownership, send notifications, share data, and assign tasks.

Where to learn more:

HubSpot tools to use:

Standard contact scoring
Simple automation
Contact-based workflows
Deal-based workflows
Conversation routing
Sequences

3. Use chatbots to have personalized conversations at scale.

Timeframe 1 week - Difficult

Many questions in live chat that don’t require a human. Set up a chatbot to connect visitors to the right person, provide helpful content, and scale 1-to-1 communications.

Where to learn more:

HubSpot tools to use:

Conversational bots
Conversation routing

4. Automate your reporting.

Timeframe 1 - 4 weeks - Difficult

Make a list of all the team and individual reports you need. Then eliminate manually collecting, organizing and analyzing data by automating their generation and distribution.

Where to learn more:

HubSpot tools to use:

Reporting dashboards
Sales productivity performance
Service productivity performance
Contact create attribution
Campaign reporting
Traffic analytics
Deal pipeline
Goals
Custom reporting
Teams
Products
Calculated properties

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Fighting Friction - Establish a centralized view of your customer

To prevent delivering a disjointed experience for your customers, you need to have a single record for every contact that is accessible by all customer-facing teams.

Execute the following plays to improve your lead conversion and customer retention rate:

1. Unify your marketing, sales and services contact databases.

Timeframe various widely - Difficult

Select a shared central database that can aggregate customer data from different sources, transform it into useful formats, and make it accessible to other systems.

Where to learn more:

HubSpot tools to use:

Two-way data sync
App Marketplace
Custom properties
Custom-field mappings

2. Empower your customer-facing teams with data.

Timeframe 1 - 30 days - Moderate

Ensure that all customer-facing team members are granted access to view all contact records. Then train them on how to use CRM data to deliver a better customer experience.

Where to learn more:

HubSpot tools to use:

Contact management
Contact timeline
Tasks & activities
Company insights
Prospects
Custom properties

3. Integrate outside tools with your centralized database.

Timeframe 1 - 4 weeks - Difficult

To keep records up to date, you need to integrate any tools that collect customer data with your centralized database.

Where to learn more:

HubSpot tools to use:

Two-way data sync
Custom-field mappings
Contact management
Custom properties
Marketing events
App Marketplace

4. Centralize your customer communications.

Timeframe 1 week - Easy

Set up a centralized communication platform that all customer-facing employees can work from, so you can deliver contextualized, 1-to-1 communications across the customer lifecycle.

Where to learn more:

HubSpot tools to use:

Conversations inbox
Contact management

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Fighting Friction - Organize your teams & objectives around customer-centric goals

Develop a customer-centric mission and align company, team, and personal goals to ensure all of your employees work together in a unified direction.

Execute the following plays to improve your lead conversion and customer retention rate:

1. Develop a customer-centric mission.

Timeframe 1 - 4 weeks - Difficult

Develop a mission that defines how you use your resources, people, products and services to help a specific set of people in a specific market solve a specific problem, then share widely.

Where to learn more:

2. Organize teams around meaningful, shared goals.

Timeframe Ongoing - Difficult

Set meaningful, shared organizational goals that align with your mission. Then tailor your organizational and team structure around meeting these goals.

Where to learn more:

HubSpot tools to use:

Goals
Sales reporting dashboards
Marketing reporting dashboards
Service reporting dashboards
Custom reporting
Teams

3. Create a Service Level Agreement (SLA) between teams.

Timeframe 1 week - Moderate

Create an SLA to ensure that teams are accountable to each other. An SLA details the specific commitments both teams will make in order to achieve organizational targets.

Where to learn more:

HubSpot tools to use:

Goals
Sales reporting dashboards
Marketing reporting dashboards
Service reporting dashboards
Custom reporting
Teams

4. Connect personal and team goals to organizational goals.

Timeframe 1 week - Moderate

Create an SLA to ensure that teams are accountable to each other. An SLA details the specific commitments both teams will make in order to achieve organizational targets.

Where to learn more:

HubSpot tools to use:

Goals
Sales reporting dashboards
Marketing reporting dashboards
Service reporting dashboards
Custom reporting
Teams

5. Connect personal and team goals to organizational goals.

Timeframe Ongoing - Moderate

Use a framework, such as OKR goal-setting, to connect company, team, and personal goals to ensure all of your employees work together in a unified direction.

Where to learn more:

HubSpot tools to use:

Reporting dashboards
Goals
Contact create attribution
Campaign reporting
Sales productivity performance
Service productivity performance
Customer feedback
Custom reporting

6. Develop and use buyer personas.

Timeframe 1-2 weeks - Easy

Develop and use buyer personas to ensure that marketing, sales, product development and customer support all have the same view of your ideal customer.

Where to learn more:

HubSpot tools to use:

Contact management
Customer feedback

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Fighting Friction - Integrate your systems

Integrating your systems ensures your team is working from accurate, real-time data and provides operational efficiency that frees your people up to do what only people can do.

Execute the following plays to improve your lead conversion and customer retention rate:

1. Conduct a technology audit.

Timeframe 1 - 3 months - Moderate

Compile a list of all of the technology you use across the customer experience. For each item include the purpose it serves, who uses it, the data it collects, and how it connects to other tech.

Where to learn more:

2. Identify opportunities to streamline and connect.

Timeframe 1 month - Moderate

Streamline your tech by eliminating overlapping and unused tools. Then identify ways to connect your remaining tech to maximize productivity and remove friction from the customer experience.

Where to learn more:

HubSpot tools to use:

Two-way data sync
Data quality automation
App Marketplace

3. Research existing integrations.

Timeframe 1 - 2 weeks - Easy

There are hundreds of apps you can connect to HubSpot, so evaluate which integrations will improve your team's productivity and eliminate friction from your customer experience.

Where to learn more:

HubSpot tools to use:

App Marketplace

4. Connect the integrations that are right for you.

Timeframe 1 week - Easy

Connect the native integrations available to you in the App Marketplace and identify additional integrations your organization needs but will require another solution.

Where to learn more:

HubSpot tools to use:

Two-way data sync
Historical sync
Default Field Mappings
App Marketplace

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Fighting Friction - Build a website for the modern buyer

Empower your team to provide the seamless and personalized website experience that the modern buyer expects.

Execute the following plays to improve your visitor to lead conversion rate:

1. Empower your marketing team.

Timeframe 2 - 8 weeks - Moderate

Migrate to a CMS that gives your marketing team the ability to make changes to your website as they see fit, without a developer, so they can focus on the customer experience.

Where to learn more:

HubSpot tools to use:

Drag & drop editor
Website themes
Blog & content creation tools
Website page creation & management tools
Landing page creation & management tools
Blog import
Content staging
Calls-to-action

2. Optimize your website for every screen size and device.

Timeframe 2 - 8 weeks - Moderate

Optimize your website for every device by migrating your site to a responsive CMS or using website theme with a responsive design.

Where to learn more:

HubSpot tools to use:

Google AMP blog posts
Website page creation & management tools
Landing page creation & management tools
Blog & content creation tools

3. Personalize your website visitor’s experience.

Timeframe 1 month - Difficult

Deliver a tailored experience for visitors by using CRM data to personalize the content on your site and creating membership based content for specific segments of your customer-base.

Where to learn more:

HubSpot tools to use:

Memberships
Smart content
Memberships with SSO
Serverless functions
Dynamic content

4. Integrate your website with your marketing, sales and services tech.

Timeframe varies widely - Moderate

Integrate your website with the platforms and applications that your customer facing teams employ by investing in an iPaas or in a CMS that comes integrated with these tools.

Where to learn more:

HubSpot tools to use:

App Marketplace
CMS

5. Provide a fast, secure and reliable web experience.

Timeframe 2 weeks - Easy

Equip your team with the tools they need to monitor the health and security of your website, and take action to constantly provide visitors with the best experience possible.

Where to learn more:

HubSpot tools to use:

Global content delivery network
24/7 Security & threat monitoring
Standard SSL
Site performance reporting & API
Code alerts
Activity logging
Custom CDN Configuration
Page performance reporting

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