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How to sell the Hubspot Marketing Communication System

Tue, Mar 12, 2013 @ 01:50 PM / by Chuck Lohre

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Today, a whole new set of online media needs to be managed for effective marketing communications.

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Hubspot's tools make marketing communications management possible for marketing departments while educating them on Internet marketing communications best practices.

Several months ago we were asked to quote a client a Content Management System (CMS) and a Customer Relationship Management (CRM) system together. We had never been happy with the CMS systems we had worked with and tried to teach clients how to use. The content creation and management were done in small windows separate from the look and feel of the web site we were editing. The clients just didn't find editing intuitive. Glitches in management of photos and sizing photos made some systems even more aggravating. We were aware of the most common customer database systems but they weren't part of content editing.

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With all the buzz about Marketing Automation, it made sense to bring content and customer relationship management together. Marketing Automation tracks an Internet user around the web and markets to them while monitoring their interest in a product or service. Once they have reached a certain level of interest, person-to-person contact is made. The salesperson is armed with the potential customer's needs and interests.

Just like any group looking for technology, we searched the Internet for CMS and CRM! After a pretty amazing webinar, we scheduled a conference call with one provider and learned that the starting package was well into six figures. Our client was looking at a five-figure budget. But we didn't find Hubspot searching on either of those topics. We found out about them from their Facebook advertising and email newsletters.

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Hubspot really practices what they preach. Educate the customer until they have no other choice but to purchase your product. At first, we were interested in their competitive marketing analysis, but began to learn about everything else they integrated:

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  • Content management
  • Customer database
  • Integrating social media
  • Email marketing
  • Blogging
  • Best practices for Internet marketing

We were sold and immediately signed the agency up for a partner account to resell Hubspot. First, we streamlined our site for migration, which took about two weeks. The site was reformatted exactly so we went live right away.

Then, we got down to the real work of simplifying, adding Calls-To-Action and starting a marketing communications blog. We are committed to posting two 600-word blog posts per week. Our strategy is to write about each of our core services. After several blogs on each service we will add them together to create a valuable enough document to entice visitors to provide their contact information. After we're done with one cycle, in about a year, we'll start all over again updating our content.

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The great thing about Hubspot for us is that it has verified things we were already doing. Offering educational content in exchange for contact information. Industrial companies have been doing this for decades. Manufacturers always wanted to know where their technical specifications and detailed articles were being distributed. Those leads are evaluated and distributed to their sales reps.

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We have always been prolific bloggers and social media contributors, but Hubspot has taught us how to focus those resources to encourage and measure how visitors are interacting with our sites. And that's exactly how to sell Hubspot. Clients want to blog, use social media and integrate visitor's information to nurture the sales process. So in the end, Hubspot will sell itself if you just make sure to give the client a taste of each of the features. Whether it is motivating an employee to post to or edit a blog; making pages easy to edit; or having the sales force manage a customer contact list for email; the client will understand the capabilities immediately.

To learn more about how to take it to the next level, you may want to read our blog post How To Realign Your Marketing Communications with Sales.


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Topics: Marketing Communications, Inbound Marketing, Blogging and Blog Content Creation, CRM - Customer Relationship Management, CMS - Content Management System

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Written by Chuck Lohre

Owner of Lohre & Associates Marketing Communications. The company celebrated their 80th Anniversary in 2015, his 38th.