There have been many times where clients and prospects have suggested – why not try marketing without Hubspot? That would add a significant amount to our marketing efforts rather than just paying for a software. After all, why would you need software when you can just hold your marketing company accountable? If they don’t prove valuable – you don’t keep them around. Simple, right? Save the $800-2000 that you might spend on it, put it back into your marketing, and your marketing is that much more powerful. Sounds right. Marketing without Hubspot is easy. But measuring without Hubspot? Not so much. Automating without Hubspot? Try it. Lead intelligence without Hubspot? No way. But why? Why would I sacrifice a portion of my retainer for a simple piece of software? Why would I ever tell prospects and clients, “Never cut Hubspot from your budget.” or even “Get Hubspot before you get us.” There are a few reasons, and we’ll outline them here.
“The Traffic Police.”
A prospect used this term in a meeting with me this morning. He told me that he had firms that did things for him and he even did some blogging on his own for the company… but that at the end of the day he couldn’t sit there analyzing Google Analytics and still tell exactly what they were getting out of it. He felt like he needed someone in house to hold his marketing team (and even himself) accountable for what they were doing. But the cost just to have someone on staff to manage marketing is often out of reach for even medium sized businesses. Having a company that sits down with you every month and explains in granular detail not only what efforts are working, but what efforts AREN’T working is a game changer when it comes to your marketing investment.
One of my favorite reports in the Business to Business arena in Hubspot is the Prospects Report. The prospects report tells you via reverse IP lookup which companies are looking at your website. One of our clients is focusing on industries and discovered that one of his biggest prospects had viewed a few pages on his site. Not only was he able to see which pages they viewed and the fact that they originated from a post on LinkedIn, he checked out his recently LinkedIn activity (our social media manager posted in an industry-specific group), searched the group members, found the company and connected directly with that contact. This is just a small sample of the power behind Hubspot. Being able to see which pages your prospects viewed on your website and the e-mails that they’ve engaged in gives you the ability to speak to them intelligently when the time comes (whether you’re reaching out to them or vice versa).
Workflows to shorten the sales cycle.
I don’t want to belabor the funnel conversation, but I’m sure that most are familiar with the sales funnel if they’ve ever completed most sales trainings. You have people that are just starting to research, those that are doing the more detailed research, and those that are getting ready to make a buying decision. Traditionally, a sales rep would have to work with that prospect directly, educating them through the process and ultimately closing them through a variety of meetings or “touches” before the prospect finally makes their buying decision. Often, in a consumer atmosphere, that means investing a significant amount into time sensitive outbound marketing tactics like print media, television or radio in order to be present and interrupt that prospect’s life to remind them that when they are ready to make the buying decision, that your company is there. Workflows and marketing automation can change this process by timing e-mails and segmenting them direct to a prospects changing interests based on smart lists, smart content and lead nurturing. (The process is pretty detailed, so I’ll leave that conversation for another day). Automation takes a lot off the plates of your sales team, eliminates follow-up e-mails for them and allows them to focus on what matters the most – closing sales with qualified leads (no more fighting over whether they brought in the business).
I can’t accurately explain every single Hubspot benefit in a single blog post. Are you best served to have a comprehensive budget that allows a marketing company to take full advantage of the software, create automation, blogs, engage via social media and nurture your leads with landing pages and new content? Yes. Absolutely. But if you’re not ready to invest into the effort. If you’re limited in your budget or even if you don’t have a marketing budget and everything sits on your shoulders – you want to know what your efforts are yielding. You have to know this. You can’t just continue to do the same things and hope leads will fall into your lap. In order to innovate you have to have transparency. Hubspot gives you that.
The moral of the story is that yes, you can market without Hubspot. But you can’t market effectively or measure your efforts properly without Hubspot.