A CRM (Customer Relationship Management) can benefit a company in so many ways that it almost becomes a necessity in most of them, but, are you using the most out of the tool you currently have in your business?
HubSpot’s CRM, also known as HubSpot Salesdelivers an automated experience for sales teams, as it helps them track, manage, and communicate with leads, prospects and customers in a simpler, more intuitive way. Not only that, it’s also the base of the task management and reporting.
You can create a segmented lists of contacts within the tool, and tag them not only as customers, or leads, but qualify them along the marketing and sales pipeline. Your contacts can have different attributes depending on their needs and place within the buyers’ journey, and information such as company, and position.
What’s more: if you are lucky, and your lead has given you, for instance, a corporate email address, the software cross checks, and references with the Google suite, to provide you additional information about the company, such as size, annual revenue, and description.
By doing so, this CRM opens the possibility for you to get to know every single contact, assigning them unique features for segmentation, resulting in a more personalized approach on how you communicate with them.
Interactive email capabilities
With automation, the contact list is not the same. Not only can you customize every new email according to each prospect’s stage on the buyer’s journey, but you also have a record of every email and how they interacted with it.
Sales teams are capable of analyzing which emails were received, opened, read, clicked, or simply bounced. At the same time, every interaction is registered, and it is easier for any sales representative to identify how these people turned into leads, and what path is leading them to open a deal.
To further improve the use of emails, the CRM creates workflows called sequences, that will give continuity to sales’ approach to customers based on their behavior.
After creating an email template, assigning it to a sequence and a contact list, you can instruct the tool to take different approaches depending on customer’s behavior, such as sending a followup email to a prospect that hasn’t opened the previous email.
You can follow up with offers to catch their attention, or ask why the first email was not of interest to them. The best of all is that you can work all that from each contact page.
An easy to use deals manager
When all efforts begin showing results, deals and opportunities appear on the CRM and this triggers a process to start doing business. Within the CRM, sales teams can create deals and opportunities to track their pipeline. These can be assigned to individual contacts or a company, by only typing the a value and a name for the deal.
The stage of the sell can be managed by a simple drag and drop, and can be updated depending on how advanced the deal is. The CRM is customizable to your sales cycle, and therefore gives you the ability to follow the entire process, as an example from an initial meeting, to qualification, presentation scheduled, decision maker bought-in, contact sent, and closing the deal as won or lost. Remember, that each of the these stages are customizable to the your sales cycle - your process.
These steps can be moved freely and will improve the tracking of results and ROI.
A sales pipeline visualization
All of these elements are working towards the same goal: generate leads, close them as customers, and achieve a higher ROI. The HubSpot Sales dashboard illustrates your Sales Pipeline with live results, earnings, investments, and performance. With all the previous data, the system will calculate not only how much you earned in a particular period, but also the cost per lead, cost per customer and deal, and other customizable KPIs.
By doing so, you will be able to check, evaluate and make decisions based on the real-time performance of your current inbound sales strategy, and take improved decisions on where changes need to be made, knowing exactly which areas of the pipeline have space for improvement.
Inbound Marketing & Sales Enablement Consultant, HubSpot User Group Leader, HubSpot Platinum Partner