01 July 2021

HubSpot: everything you want to know!

️ Blog
13 min. reading time
  • Written by Steven Ammerlaan on 04 Jan. 2021

    HubSpot is a CRM and marketing automation tool. HubSpot's software and tools enable your company to put the customer first and thereby grow your business. The two strong points of the platform are the focus on the customer journey and the focus on customer data.

    HubSpot's software ensures that you can make the customer journey as frictionless as possible by means of the marketing automation tools. Based on data, you give potential customers the information they need at the right time. This way you support your qualitative leads, instead of disturbing them with the wrong advertisement at the wrong time.

    What is HubSpot and what tools does HubSpot offer?

    HubSpot is a (free) CRM with a marketing hub, a sales hub and a service hub. In addition, HubSpot also offers a CMS. The software platform offers everything that your company's commercial team needs. There are three main advantages over any other CRM:

    • The integration of marketing, sales and services ensures that you have all the information together. With this you can improve the customer journey and increase customer satisfaction. It also promotes cooperation between the different teams.
    • Through integrations with social media, custom landing pages, CTAs, forms and marketing emails, HubSpot collects more data about your potential customers than other CRMs. You can use this data from your marketing automation.
    • The software platform is designed to fit the inbound marketing strategy. The marketing strategy is designed by HubSpot and focuses on customer satisfaction. The basic idea behind it is that with satisfied customers, you can bring in more new customers.
    Hub Spot CRM

    With HubSpot's free CRM tool, you can keep track of all your customer data. Everyone in your organization can easily access contact details of leads and customers and see which previous contact moments have already taken place. This does not only concern personal contact such as e-mails and calls, but also web pages that have been visited, forms that have been completed and automatic e-mails that have been sent. With the CRM you get a million free contacts, a 360 degree view of those contacts and useful features to save time and money. For example, the CRM is suitable for both small and large companies.

    Do you want to know more about CRM systems? Read our blog about the advantages and disadvantages of the different CRMs.

    Marketing Hub

    The marketing hub is there for findability, lead generation, lead nurturing and lead management. integrate you subject clusters, social media and online advertising campaigns to get a good idea of ​​the findability of your website. With landing pages, forms, and CTAs, HubSpot then helps you collect lead contact information. You do not need the HubSpot CMS for this. The forms and CTAs can also be integrated on other websites. You can then bind this lead to you with automatic workflows. Read our tips to better use HubSpot for lead nurturing here.

    Sales Hub

    You can set up a sales funnel in the HubSpot sales hub. This way you keep control over your deal management and you have an overview of results and activities. Here too you can automate activities to save time, such as sending sales emails, but also a large part of the administrative tasks. If you also integrate the chat function on your website, you also lower the threshold for contacting the sales team. All data from the chat is neatly kept in the CRM, just like e-mails, telephone conversations and quotations. Read our tips to better use HubSpot for sales here.

    service hub

    The live chat and the 360 ​​degree customer view also benefit your customer service. Help desk staff can assist your company's customers quickly and efficiently. Here too, tasks can be automated, such as converting customer questions into tickets. Also think of email templates to communicate with customers consistently and clearly or the possibility to easily convert answers to frequently asked questions into help articles. The service team can further benefit from the automation by using the HubSpot chatbot that can capture 20% to 40% of customer queries. This gives your service team more time for more complex customer questions. Read more about the benefits of the HubSpot Service hub here.


    The HubSpot CMS offers your company the opportunity to put together beautiful pages independently of a developer. The pages can be easily built with a drag & drop module. A big advantage over a standard CMS like WordPress is the possibility to offer personalized, dynamic content. Just as your emails are tuned, so can your webpage. For example, an MQL will see a different CTA than an SQL. For a conversion-oriented website it is also possible to easily A/B testing to turn on.

    The power of HubSpot: inbound marketing

    The idea behind inbound marketing is simple: satisfied customers lead to more customers. After all, a satisfied customer will make good advertising for you, which is much more credible than any ad campaign of your own. HubSpot's marketing automation tool is therefore primarily aimed at inbound marketing and satisfied customers. The customer journey, consisting of three phases attract, engage and delight, therefore plays an important role in HubSpot.

    The CRM gives you the option to segment contacts, for example based on their place in the marketing funnel. This makes it possible to align your marketing perfectly with the different phases of the customer journey. Also take advantage of the moment: if someone fills out a certain form on your website, it means that they are interested in your company. With workflows and specific triggers you can reach these quality leads at the right time. Read more about inbound marketing here.

    The power of HubSpot: tracking data

    All data of your customers is neatly kept in HubSpot. This gives you insight into individual leads: which contact moments they have already had and how they have reacted to this. Useful information for customer contact. But it also gives you insight into the data of your marketing and sales as a whole: how many people go to your landing page, how many clicks on a CTA, how many download a white paper and so on.

    To use this data in the light of inbound marketing, it is good to keep an eye on which data belongs to which phase of the customer or buyer journey. Do you want to know how many potential customers you have been able to attract (attract)? Then view the number of website visitors. Do you want to know whether you have also been able to connect (engage) these visitors? Then look at the number of qualified leads (MQL and SQL) in the contact details. Do you want to know how satisfied your customers are? Then look at the NPS score, which indicates how many customers would recommend your company or organization to someone else. You can collect this data via smart emails.

    Do you want to know more about how you collect data about potential customers, read our blog about lead recognition.

    The power of HubSpot: automation

    The last plus of the marketing automation tool is – yes, you don't expect it – the possibility to automate your marketing (and sales and service) tasks. This saves you time and money and at the same time you have the opportunity to grow your business. Some examples have already been mentioned above, such as e-mail automation, the automatic creation of contacts when, for example, filling in forms or the automatic creation and assignment of tickets for customer questions. This automation has advantages such as scalability and measurability. Read more about the advantages (and disadvantages) of marketing automation here.

    Email workflows are also beneficial to your marketing strategy. A well-thought-out and flawless flow will probably get you more than an employee who has to write each email individually. That makes it extra important to think carefully about your automatic workflow. Remember to test emails and segment your contacts properly. This way you can deliver personal automated emails at the right time, instead of bulk emails that completely miss the mark. Read more about email automation here.

    Want to know more?

    We understand that you could use some inspiration when setting up your email flow. That's why we give you five more tips for workflows that every ecommerce business should have. View them here.

    Do you want to start with HubSpot† Or do you already work with HubSpot and need some help to get the most out of the tools? take contact up with Social Brothers.

Steven Founder[email protected]06-20413957
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