book

Empowering Marketing and Sales with HubSpot

by Resa Gooding

July 2022

Beginner

476 pages

10h 6m

English

Packt Publishing

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ContributorsAbout the authorAbout the reviewers
Who this book is forWhat this book coversTo get the most out of this bookDownload the color imagesConventions usedGet in touchShare Your Thoughts
Technical requirementsSetting your brand colors and logoConnecting your website to HubSpotConnecting Google Analytics to HubSpotFiltering out personal trafficSetting up your subdomains – landing pages and blogVerifying your email domainConnecting your social media accountsManaging contacts and creating listsUnderstanding propertiesTips for building your own custom propertiesContact managementFiltersListsExploring tools for every marketerCalendar toolCampaigns toolSEO toolProjects toolAnalyzing ROI and performanceSummaryQuestionsFurther reading
Technical requirementsIncreasing website trafficAnalyzing the top pages that bring traffic to your websiteDoing a keyword researchOptimizing each page with the chosen keyword having a high search volume but low SEO difficultyLink building Using your team and network to amplify your social media postsIncreasing conversionsAdding exit popupsAdding a chatbotOptimizing your formsGenerating more qualified leadsBuilding a lead nurture for each form existing on your websiteBuilding a retargeting campaign to further engage and convert contacts emerging from your best-performing channelsCreating an educational webinarGenerating more opportunities for salesGiving away part of your serviceRecording "How to" videos for a critical part of your processOffering a free consultation (no strings attached)Re-engaging past sales opportunitiesSummaryQuestionsFurther reading
PrerequisitesDefining your sales processSetting up your sales process in HubSpotBest practices for managing your sales pipeline in HubSpotWhen to set up multiple pipelinesHow to create a deal and ensure your reps fill in all the required fieldsCustomizing what field reps see on their accountsChoosing the correct deal amount on a contact recordUsing deal automation features to amplify your efficiencyReportingSetting up views that allow your reps to complete their daily tasksSummaryQuestionsFurther reading
Technical requirementsIdentifying new leads in less timeUsing the prospects toolProspecting better with email templates and sequencesTemplatesAutomating your outreach with email sequencesCentralizing all communication with prospects using a shared inboxConnecting with a prospect at exactly the right timeEmail trackingEmail schedulingGetting instant notifications when prospects land on your websiteConnecting over the phone and keeping a record with the calling featureLanding more meetings and closing more dealsSave time booking meetings Sending documents and knowing if they were readUsing the quotes tool to get signed dealsSummaryQuestions Further reading
Technical requirementsKnowing the importance of SEO and how it increases your organic trafficSEO 101 – understanding the basicsAdding tagsAn overview of HubSpot's SEO toolPillar pagesSubtopicsGaining insights from the analytics in the SEO report to further increase your website trafficGetting a holistic view of your content's performanceWhat will this integration give you?Utilizing on-page SEO in HubSpotSummaryQuestionsFurther reading
Technical requirementsDeciding which platform is right for your businessUnderstanding the importance of your company's presence on social mediaIncreasing brand awarenessGenerating leads and increasing conversionsNurturing engagement with followers and customersChecking your competitors' actionsUnderstanding HubSpot's social media toolConnecting social media platforms to HubSpotCreating social postsChecking engagementAnalyzing the resultsSummaryQuestionsFurther reading

Technical requirementsGetting to know how the HubSpot ads tool worksConnecting your LinkedIn Ads account to HubSpotConnecting your Facebook Ads account to HubSpotConnecting your Google Ads account to HubSpotInstalling the pixel tracking codeBuilding an ad audienceCreating a website visitor's audience in your HubSpot accountCreating adsTips for optimizing the ROI from your ad campaignsUsing other HubSpot tools to optimize your ad campaignsCreating retargeting ads for contacts within HubSpot Analysis of ad campaigns Analyzing the ads reportSummaryQuestionsFurther reading
Identifying issues in your HubSpot portal Step 1 – implementing structure and order in your portalStep 2 – mapping your customer journeyStep 3 – performing a technical audit Are your domains connected?Is your website connected to HubSpot?Checking your brandingChecking your unsubscribe pagesChecking your social media and paid ads connectionStep 4 – conducting an audit for your Marketing Hub Contact fields and segmentationUnderstanding where your leads come fromAuditing your email campaignsEffective lead management Step 5 – conducting an audit for your Sales Hub portalCustom fieldsDeal pipeline and stagesSales toolsStep 6 – prioritizing which problems to fix firstSummaryQuestionsFurther reading
Technical requirementsCreating forms and using their features Choosing your form typeAdding fields to a formOptimizing the form by adding dependent or progressive fieldsPreventing spam submissions and ensuring data privacyAdding a follow-up emailDefining the next steps once a form is submittedDesigning the formSetting your form liveCreating a landing page in HubSpotBuilding lead-nurturing workflowsBuilding a nurturing workflow for an upcoming webinarSummaryQuestionsFurther reading
Technical requirementsBuilding an effective email marketing strategySetting up an email in HubSpotAnalyzing the results of your email Optimizing the email for best performanceA/B testingThe smart modulePersonalizing the contentSummaryQuestionsFurther reading
Technical requirementsCreating marketing reports to track your successBuilding traffic reportsCreating sales reports that help your sales teams close more dealsActivity leaderboard reportDeal leaderboard reportOpportunities by Original SourceDeals won by sourceClosed Lost ReasonsThe reports your management team cares the most aboutRevenue forecastDeal time spent in each stageNumber of opportunities createdDeal velocityHubSpot dashboardsBest practices for building reportsHow to use the data from the different analytics reports in HubSpot to boost your campaignsExploring third-party tools that can give further insights into your reportsSupermetricsDataboxMixpanelDealtaleDear LucySummaryQuestionsFurther reading
Implementing inbound marketing for your businessBuilding awareness with inbound marketing for a new product launchConverting traffic to customers using inbound marketingBusinesses that thrive best with inbound marketing Scaling your marketing with inbound marketingIncreasing sales with inbound marketingSummaryQuestionsFurther reading
Technical requirementsAchieving faster growth and increasing profit with the flywheel Aligning teams for outstanding customer experienceImplementing systems and processes to facilitate a RevOps strategyAligning marketing and sales using HubSpot propertiesSetting up HubSpot using a sales-focused approachSetting up HubSpot using a buyer-focused approachUsing RevOps to boost business salesConnectivity and security strategy Unifying communication between marketing, sales, and servicePersonalization at scale to improve customer experience Testing the impact of the flywheelSummaryQuestionsReferences
Is HubSpot right for your business and team?HubSpot for B2B technology companiesMarketing for B2B technology companiesHubSpot for SaaS companiesSales management for SaaS companiesMarketing for SaaS companiesCustomer service for SaaS companiesHubSpot for manufacturing companiesSales for manufacturing companiesMarketing for manufacturing companiesHubSpot for e-commerce businessesService for e-commerce companiesHubSpot for healthcare companiesHubSpot for automotive companiesSales for automotive companiesService for automotive companiesHubSpot for insurance companiesMarketing for insurance companiesSummaryQuestionFurther reading
Chapter 1, Overview of HubSpot – What You MUST KnowChapter 2, Generating Quick Wins with HubSpot in the First 30 DaysChapter 3, Using HubSpot for Managing Sales Processes EffectivelyChapter 4, Empowering Your Sales Team through HubSpotChapter 5, Increasing Your Online Visibility Using HubSpot's SEO ToolChapter 6, Getting Known through Social Media on HubSpotChapter 7, Expanding Your Reach with Paid Ads Managed on HubSpotChapter 8, Conducting a Portal AuditChapter 9, Converting Your Visitors to CustomersChapter 10, Revive Your Database with HubSpot Email Marketing ToolsChapter 11, Proving That Your Efforts Worked Using the ReportsChapter 12, Inbound or Outbound – Which Is Better for Your Business?Chapter 13, Leveraging the Benefits of the Marketing FlywheelChapter 14, Using Hubspot for All Types of Businesses
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Content preview from Empowering Marketing and Sales with HubSpot

Chapter 12: Inbound or Outbound – Which Is Better for Your Business?

The concept of inbound and outbound marketing is, by now, quite a familiar concept among businesses. However, most businesses struggle with the decision of which is better, which tactic to use for their type of business, or how to implement either of these methodologies correctly to impact their business successfully. Before we get into answering any of these questions, let's first understand the difference between the two.

In the most basic terms to identify the difference between the two methodologies, think about who initiated the sale. If it was the company, then it's outbound; if it was the buyer, then it's inbound.

Some popular examples of outbound tactics include TV ...

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Empowering Marketing and Sales with HubSpot

Publisher Resources

ISBN: 9781838987145

Empowering Marketing and Sales with HubSpot

by Resa Gooding

Chapter 12: Inbound or Outbound – Which Is Better for Your Business?

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

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