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Strengthen the productivity of your sales and marketing teams: a look back at our HubSpot webinar!
More than just a customer relationship management and marketing automation tool, HubSpot's CRM platform boosts collaboration between sales and marketing teams.
Lastly, we hosted a webinar presented by Nicolas Brien, team manager and HubSpot expert at Parkour3, along with Émilyse Roy, digital marketing manager at Logibec and Marie Gil Vachon, Marketing Manager at braindate e180.
Our two guests explain how using the platform has become indispensable to achieving their marketing and sales goals in this interview-style discussion.
What was the trigger that made you want to implement a CRM platform like HubSpot?
Marie Gil: At E180, although we have 10 years' experience, we're still considered a startup. We had major growth ambitions and needed a management tool to match our ambitions. So we had to migrate our database to a CRM that was really going to be able to help us not only with our sales pipeline management, but also with lead gen and marketing automation. It was a complete shift in terms of tool choice, and that was the trigger.
Emilyse: At Logibec, we're 40 years young! We were really starting from scratch when it came to digital marketing. We didn't have the tools to automate campaigns. We had to find a tool to develop our marketing campaigns more efficiently and collect quality data. The aim was to build an automated qualification process to pass on qualified leads to sales. We were really starting from the ground up.
What is HubSpot's greatest strength?
Emilyse: There are many! For us it's customizable lists and properties: used in combination with various rules and workflows, these lists allow us to embody a powerful process in data segmentation and analysis, personalized sequences of emails to be sent to contacts. Lists and properties enable us to create different lead qualification criteria for our target products, to correctly segment their lifecycles in the pipeline. Based on these criteria, we were able to design different qualification workflows to measure engagement, content viewing and conversion potential.
Marie Gil: The tool we were looking for had to be used transversally across the company: our sales and marketing and production teams had to be able to feed this database so that it could be used at executive level. We wanted an easy-to-use and accessible interface, which HubSpot offers, as well as integration capability: G2, Slack, LinkedIn to name a few.
How HubSpot can help boost efficiency in sales and marketing teams?
Emilyse: HubSpot allows us to analyze contact performance, life cycle stage, conversions. For example, the sales team comes in to validate whether our qualification efforts are well invested, a successful interdepartmental collaborative approach!
Marie Gil: For us, the tool helps with sequential work between sales and marketing teams. For example, being able to assign responses from site forms directly to sales managers automatically for exploratory calls saves us time. The tool also helps us with our outbound efforts: importing contact lists, email automation and more. The, automated tasks and reminders help us to be more accountable for our commitments in our respective roles, another time and above all efficiency saver!
How automation contributes to the productivity of your sales and marketing teams?
Marie Gil: We have a marketing team limited in its production capacity. We have a webmaster and a designer to help us create our campaigns, but we use HubSpot for landing page creation, both for media placement via Google Ads and event marketing. This enables us to measure the impact of our marketing efforts and to quickly and easily test initiatives and check whether the conversion rate is favorable. These leads are automatically centralized in HubSpot and subsequently processed according to our internal processes.
Similarly for our production teams on site at events, we suggest that they log everything in HubSpot rather than going into business card collection, which allows faster velocity to move into MQL (marketing qualified leads) mode with these prospects. The tool helps us both in our proactivity and our productivity, by capitalizing on these people's enthusiasm for us, by welcoming them to a page that reflects our image. We're pretty agile in our team, so when things don't work out so well, we can quickly reorient ourselves to exploit different channels in our omnichannel campaigns. It's the versatility of the tool that fosters our agility.
Emilyse: First of all, what we gain in efficiency on the marketing side is also reflected for the entire company so it's mainly as I was saying earlier lead tracking whose so the measurability ability to collect and centralize the information needed to measure ratial efforts on our digital campaigns as well as calculate ROI. This enables us to better understand the life cycle of each product and market, and to define the right campaigns to launch at the right time. It allows us to optimize our efforts and orient our market development and commercialization strategies, and to have better marketing-sales collaboration with qualified leads in order to better work our feed. From a marketing point of view, we provide important input into the company's strategic decisions. If the results speak for themselves and demonstrate that such and such a campaign works best for such and such a market, they help define future action plans and strategic plans.
Despite using another tool (Dynamics) for the CRM portion, with the help of Parkour3 and a two-way integration via Skyvia, we are in no way limited by the tool, which brings a lot of information back to the sales team