Does HubSpot Work for Small and Midsize Businesses?

Posted on January 15th 2013

Does HubSpot Work for Small and Midsize Businesses?

There's a lot of confusion in the marketplace about which marketing automation tools are best suited to small and midsized businesses.  A big part of the confusion is attributable to the growing array of choices available. Another contributor is the lack of a proper evaluation framework with which to determine best fit.                                   marketing automation choices

The majority of conversations I've had with business owners aren't initially about technology - they're about outcomes. "We need more leads for the sales team."  "We need more customers to buy our latest product". "Our marketing department has to produce better results." "We need a sizable revenue increase to hit our quarterly target." 

So, the questions I get as a HubSpot reseller are typically outcome based. " Will HubSpot get more leads for the sales team?" " Can HubSpot help our marketing department produce the results we need?" "If we use HubSpot will we get more customers to buy our products?" In short - "Will HubSpot work?"

The real answer? 

It depends. 

It depends on the following five things:

  1. Clearly defined marketing objectives. And by clearly defining your marketing objectives I mean that they are directly related to your clearly defined business objectives.
  2. A realistic marketing budget.  A budget that allows for the purchase of marketing technology, the integration of the technology with your existing platforms, the personnel (internal or external or both) to own and run the technology and the content necessary to drive traffic, leads and sales - in a way that will achieve your objectives.
  3. Devotion to analysis. There are a lot of moving parts in the inbound marketing process and tweaking those parts to improve results requires vigilant attention to reporting and analysis.
  4. Willingness to learn. While you're busy tweaking your inbound marketing campaigns to improve results, HubSpot is tweaking the software in an effort to improve it. This requires the willingness to be a perpetual student and learn how to leverage new functionality.
  5. Patience. There's no quick fix in the marketing game and that applies to all marketing automation tools, not just HubSpot. If you're expecting immediate results, you'll be disappointed. After all, how long did it take you to get your business where it is right now?

 

 

RichMcElaney

Rich McElaney

I'm a results oriented marketing professional with over 25 years of experience developing new customer acquisition programs for businesses. A certified HubSpot partner since 2009, I help businesses develop the successful practices of inbound marketing to positively impact the bottom line.

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Comments

Great post, Rich. Can I add one extra point>

 

7. Imagination. You need to be able to come with new and intersting ways to engage with visitors and build relartionships. This means being open to new ways of working.

Hub Spot are great! The future of Marketing!

 

Point well taken Bryan - the more "out of the box" thinking you can apply to vistor engagement the better. 

Thanks for stopping by SMT and for your comment - much appreciated!


Rich

These are all fantastic points to consider when you are making any kind of technolgical upgrade either for social media or other cloud based software. I learned this lesson the hard way and with a client. While in theory, they were on board with the outcome they desired, but when push came to shove they just did not want to put the work necessary to learn the new system. It made it very tough for us to ever satistfy them when they were not willing to put in the work necessary for it to be successful.

This is such a key factor in the outcome of any endeavor Chelsey. There's a lot of space between buy-in on the theory side and buy-in on the execution side! Were you ever able to get that client on the right path? If so, how did you do it? 

Thanks for your comment and for visiting SMT!

 

Rich

 

We were able to make the upgrade, and I think at this point they are satisfied with the technology but they still lack an awareness of how much more the system could do for them if only they would invest the time to learn how. We were willing to do it for them, but they were not willing to spend the funds on that piece. Again, organizations need to be aware of all the investments in costs it does them no good to develop the system and then have no plan in place on how they plan on operating it. This has been such a good lesson for us, now we get really clear with a client that this must be addressed. I think that today many think of technolgy as simplifiying our lives, but the truth is that it creates some confusion as you go through the learning curve of adopting the technology.

Thanks for the follow up answers Chelsey. I'm in the process of writing a post around this issue of being "all in". There's a fine line between creating undue concern about the difficulty of achieving success and positioning technology as an easy fix.

Continued success to you in finding the balance point!