Empowering Marketing and Sales with HubSpot: Take your business to a new level with HubSpot's inbound marketing, SEO, analytics, and sales tools

Description

Leverage HubSpot to reach your target audience with the right content and convert them into loyal customers Key FeaturesExplore a full software stack for marketing, sales, and customer services to grow your businessUnderstand how to organize, track, and build better relationships with leads and customersLearn to prioritize and execute your marketing tasks in an efficient wayBook Description Empowering Marketing and Sales with HubSpot is your comprehensive solution to using HubSpot to achieve your business goals with a flexible and lean approach. With this book, you'll implement out-of-the-box solutions provided by HubSpot for sales and marketing professionals using all the tools needed to effectively manage your business campaigns, sales, and marketing automation processes. This book will take you through steps to ensure your investment in HubSpot pays off from Day 1. You'll learn how to set up HubSpot correctly and understand how to generate quick wins for your organization. Next, you will work with important HubSpot tools for SEO, social media, and ads. The book will also show you how to use HubSpot for conversational marketing and create a marketing funnel using HubSpot's lead capture and engagement tools. In addition to this, you will get to grips with building custom reports, dashboards, and notifications to stay on top of company marketing goals. Later, you will learn how to use HubSpot for inbound marketing and for every type of business, such as manufacturing, agriculture, and eCommerce. By the end of this HubSpot book, you will have the skills you need to be able to set up effective marketing campaigns and leverage the insights gleaned from sales efforts using just one platform. What you will learnExplore essential steps involved in implementing HubSpot correctlyBuild ideal marketing and sales campaigns for your organizationManage your sales process and empower your sales teams using HubSpotGet buy-in from your management and colleagues by setting up useful reportsUse Flywheel strategies to increase sales for your businessApply the inbound methodology to scale your marketingRe-engage your existing database using the HubSpot retargeting ads toolUnderstand how to use HubSpot for any B2B industry in which you operateWho this book is for This HubSpot marketing book is for sales and marketing professionals, business owners, and entrepreneurs who want to use HubSpot for scaling their sales and marketing activities. A basic understanding of key marketing terms is required to get started with this book. Table of ContentsOverview of HubSpot - What you MUST knowGenerating Quick Wins with HubSpot in the First 30 DaysUsing HubSpot for Managing Sales Processes EffectivelyEmpowering your sales team through HubSpotIncreasing Online Visibility Using HubSpot's SEO ToolGetting Known through Social Media on HubSpotExpanding your reach with Paid Ads managed on HubSpotConducting a Portal AuditConverting your visitors to customersRevise your database with the HubSpot email marketing toolsProving That Your Efforts Worked Using the ReportsInbound or Outbound – Which Is Better for Your Business?Leveraging the Benefits of the Marketing Flywheel:Using Hubspot For all Types of Businesses Cover Title Page Copyright and Credits Contributors Table of Contents Preface Part 1: HubSpot – Starting Off HubSpot Chapter 1: Overview of HubSpot – What you MUST Know Technical requirements Setting your brand colors and logo Connecting your website to HubSpot Connecting Google Analytics to HubSpot Filtering out personal traffic Setting up your subdomains – landing pages and blog Verifying your email domain Connecting your social media accounts Managing contacts and creating lists Understanding properties Tips for building your own custom properties Contact management Filters Lists Exploring tools for every marketer Calendar tool Campaigns tool SEO tool Projects tool Analyzing ROI and performance Summary Questions Further reading Chapter 2: Generating Quick Wins with HubSpot in the First 30 Days Technical requirements Increasing website traffic Analyzing the top pages that bring traffic to your website Doing a keyword research Optimizing each page with the chosen keyword having a high search volume but low SEO difficulty Link building Using your team and network to amplify your social media posts Increasing conversions Adding exit popups Adding a chatbot Optimizing your forms Generating more qualified leads Building a lead nurture for each form existing on your website Building a retargeting campaign to further engage and convert contacts emerging from your best-performing channels Creating an educational webinar Generating more opportunities for sales Giving away part of your service Recording "How to" videos for a critical part of your process Offering a free consultation (no strings attached) Re-engaging past sales opportunities Summary Questions Further reading Chapter 3: Using HubSpot for Managing Sales Processes Effectively Prerequisites Defining your sales process Setting up your sales process in HubSpot Best practices for managing your sales pipeline in HubSpot When to set up multiple pipelines How to create a deal and ensure your reps fill in all the required fields Customizing what field reps see on their accounts Choosing the correct deal amount on a contact record Using deal automation features to amplify your efficiency Reporting Setting up views that allow your reps to complete their daily tasks Summary Questions Further reading Chapter 4: Empowering Your Sales Team through HubSpot Technical requirements Identifying new leads in less time Using the prospects tool Prospecting better with email templates and sequences Templates Automating your outreach with email sequences Centralizing all communication with prospects using a shared inbox Connecting with a prospect at exactly the right time Email tracking Email scheduling Getting instant notifications when prospects land on your website Connecting over the phone and keeping a record with the calling feature Landing more meetings and closing more deals Save time booking meetings Sending documents and knowing if they were read Using the quotes tool to get signed deals Summary Questions Further reading Part 2: Scaling Your Business with HubSpot Chapter 5: Increasing Online Visibility Using HubSpot's SEO Tool Technical requirements Knowing the importance of SEO and how it increases your organic traffic SEO 101 – understanding the basics Adding tags An overview of HubSpot's SEO tool Pillar pages Subtopics Gaining insights from the analytics in the SEO report to further increase your website traffic Getting a holistic view of your content's performance What will this integration give you? Utilizing on-page SEO in HubSpot Summary Questions Further reading Chapter 6: Getting Known Through Social Media on HubSpot Technical requirements Deciding which platform is right for your business Understanding the importance of your company's presence on social media Increasing brand awareness Generating leads and increasing conversions Nurturing engagement with followers and customers Checking your competitors' actions Understanding HubSpot's social media tool Connecting social media platforms to HubSpot Creating social posts Checking engagement Analyzing the results Summary Questions Further reading Chapter 7: Expanding Your Reach with Paid Ads Managed on HubSpot Technical requirements Getting to know how the HubSpot ads tool works Connecting your LinkedIn Ads account to HubSpot Connecting your Facebook ads account to HubSpot Connecting your Google Ads account to HubSpot Installing the pixel tracking code Building an ad audience Creating a website visitor's audience in your HubSpot account Creating ads Tips for optimizing the ROI from your ad campaigns Using other HubSpot tools to optimize your ad campaigns Creating retargeting ads for contacts within HubSpot Analysis of ad campaigns Analyzing the ads report Summary Questions Further reading Chapter 8: Conducting a Portal Audit Identifying issues in your HubSpot portal Step 1 – implementing structure and order in your portal Step 2 – mapping your customer journey Step 3 – performing a technical audit Are your domains connected? Is your website connected to HubSpot? Checking your branding Checking your unsubscribe pages Checking your social media and paid ads connection Step 4 – conducting an audit for your Marketing Hub Contact fields and segmentation Understanding where your leads come from Auditing your email campaigns Effective lead management Step 5 – conducting an audit for your Sales Hub portal Custom fields Deal pipeline and stages Sales tools Step 6 – prioritizing which problems to fix first Summary Questions Further reading Chapter 9: Converting Your Visitors to Customers Technical requirements Creating forms and using their features Choosing your form type Adding fields to a form Optimizing the form by adding dependent or progressive fields Preventing spam submissions and ensuring data privacy Adding a follow-up email Defining the next steps once a form is submitted Designing the form Setting your form live Creating a landing page in HubSpot Building lead-nurturing workflows Building a nurturing workflow for an upcoming webinar Summary Questions Further reading Chapter 10: Revive Your Database with HubSpot Email Marketing Tools Technical requirements Building an effective email marketing strategy Setting up an email in HubSpot Analyzing the results of your email Optimizing the email for best performance A/B testing The smart module Personalizing the content Summary Questions Further reading Chapter 11: Proving That Your Efforts Worked Using the Reports Technical requirements Creating marketing reports to track your success Building traffic reports Creating sales reports that help your sales teams close more deals Activity leaderboard report Deal leaderboard report Opportunities by Original Source Deals won by source Closed Lost Reasons The reports your management team cares the most about Revenue forecast Deal time spent in each stage Number of opportunities created Deal velocity HubSpot dashboards Best practices for building reports How to use the data from the different analytics reports in HubSpot to boost your campaigns Exploring third-party tools that can give further insights into your reports Supermetrics Databox Mixpanel Dealtale Dear Lucy Summary Questions Further reading Part 3: Is HubSpot Right for Your Business? Chapter 12: Inbound or Outbound – Which Is Better for Your Business? Implementing inbound marketing for your business Building awareness with inbound marketing for a new product launch Converting traffic to customers using inbound marketing Businesses that thrive best with inbound marketing Scaling your marketing with inbound marketing Increasing sales with inbound marketing Summary Questions Further reading Chapter 13: Leveraging the Benefits of the Marketing Flywheel Technical requirements Achieving faster growth and increasing profit with the flywheel Aligning teams for outstanding customer experience Implementing systems and processes to facilitate a RevOps strategy Aligning marketing and sales using HubSpot properties Setting up HubSpot using a sales-focused approach Setting up HubSpot using a buyer-focused approach Using RevOps to boost business sales Connectivity and security strategy Unifying communication between marketing, sales, and service Personalization at scale to improve customer experience Testing the impact of the flywheel Summary Questions References Chapter 14: Using HubSpot for All Types of Businesses Is HubSpot right for your business and team? HubSpot for B2B technology companies Marketing for B2B technology companies HubSpot for SaaS companies Sales management for SaaS companies Marketing for SaaS companies Customer service for SaaS companies HubSpot for manufacturing companies Sales for manufacturing companies Marketing for manufacturing companies HubSpot for e-commerce businesses Service for e-commerce companies HubSpot for healthcare companies HubSpot for automotive companies Sales for automotive companies Service for automotive companies HubSpot for insurance companies Marketing for insurance companies Summary Question Further reading Assessments Index Other Books You May Enjoy