Reporting is an essential component of your inbound marketing strategy. Without it, you won’t know which of your efforts convert your leads into valuable customers. If you use HubSpot, you have access to a variety of standard reports that analyze your contacts, lifecycle stages, revenue, companies, marketing activity, and wins and losses.
All of these are vital for your company to know, but with HubSpot’s custom reporting, you may be able to discover more that could help propel your business forward. Before diving in, here is a recap on what custom reports you can make in HubSpot:
Single data set. This type of custom report allows you to report on one dataset (contacts, companies, deals, tickets, activities, products).
Across data set. This report will enable you to report on the same data as above but across two different datasets. With across-data set reports, you can see the relationship between two of the above properties across two data sets.
Funnels or pipelines. These reports show progress relating to your contacts, deals, and events. With this, you can see how someone or a sale is moving through your funnel.
Attribution. These reports show a contact’s journey through your site, how they got there, and what led them to contact you ultimately. If you want to see how many of your visitors became contacts through a specific referral source, like Twitter, custom attribution reports will show this.
With this in mind, here are some ideas to get the most out of custom reporting in HubSpot. Keep in mind different visualizations may work for various reports and that all of the following are created through filters and measures.
Create Reports to Help Your Sales Team Land More Deals
Custom reports can aid your sales team immensely in their many processes. Consider making reports that reflect elements such as:
Customers Closed by First Conversions – If you’ve noticed that a particular blog post you’ve shared with customers is sealing the deal, it’d be wise to note that. With this report, you can see which blog, case study, eBook, landing page, or other piece of sales enablement converts the most people the quickest.
Closed Won vs. Closed Lost by Amount over Time – A report like this can give you insight into how seasonality and organizational changes affect your sales. You can determine how best to scale your team, and advise when the busiest and slowest months are during the year.
Customer Acquisition Cost – Are you spending too much time and money going after new customers when you could focus your energy on renewals? This report can highlight that by showing just how much you spent acquiring each customer.
Average Number of Activities by Sales Rep – To determine the total number of tasks each member of your sales team uses to convert a lead, place this report in your dashboard. You’ll be able to see where leads may get stuck and adjust your processes accordingly.
Create Reports to Help Your Marketing Team Learn What’s Working and What’s Not
Your marketing team and their campaigns are critical to your sales’ success. These custom reports can help them understand the efficiencies (or inefficiencies) of their campaigns.
All-time Blog Views vs. Landing Page Views vs. Website Interior Pages – To get a broad overview of how your content is performing, how traffic is distributed, and how it all affects one another, create this report.
MQLs by Source – Creating this report gives you valuable insight into how many MQLs you’re getting as a result of your different marketing initiatives.
Contacts who became an MQL last month – To see what content drove someone to become an MQL and how quickly, create this report.
First Conversion by Source – This reports show which of your marketing channels are bringing the most leads, and reveals what are you best top-of-the-funnel offers. This information is invaluable to pass onto sales as they begin interacting with prospects.
Create Multi-Touch Marketing Attribution Reports to Show the Impact of Marketing and Sales
Some of your leads may have dozens, if not hundreds, of interactions with your company before they decide to buy from you. That makes understanding their customer journey easier said than done.
A multi-touch attribution model – built through the attribution custom reporting option – looks at the entire series of events a lead has with your website and marketing communication. This report shows which exact channels and content pieces are creating sales opportunities by showing a visitor’s every touchpoint with your business – from first to last.
Marketing Attribution Reporting – This specific report confirms which specific marketing efforts influenced a sales call, a demo request, a consultation, and ultimately a customer conversion.
Multi-Touch or Multi-Attribution Reporting - This report measures the success of your marketing team’s campaigns that are in place to move leads into SQLs. For further details on both of these reports, visit this blog.
Get Expert Advice
These custom reports are just a small sampling of what HubSpot has to offer. If you’re struggling to create any of them, or want assistance creating even more in-depth custom reports, reach out today.
When it comes to a typical technology stack, most companies have a marketing automation platform like HubSpot and a customer relationship management (CRM) system. When these two systems operate separately, marketers can struggle to keep their team on the same page with sales. This can result in lower quality campaigns, poor insight into where your contacts are in their customer journey, confusion, and more.
Fortunately, it doesn’t have to be that way. A HubSpot CRM integration can erase these issues and boost your marketing efforts, leaving you with results that promote real business growth. Here’s a look at how.
Automate Certain Communication
By combining the information gathered from your HubSpot account with your external CRM, you can automate well-timed, relevant emails to your leads. Not only will your contacts receive the right information at the right time, but you’ll also save yourself time. Instead of having to send a drip campaign or follow-up email manually, you can put your efforts someplace else.
Market to All Lifecycle Stages Appropriately
The valuable information an integration can provide allows you to see where all your individual contacts are at in their buyers’ journey. That makes it easier to nurture them with the most relevant information. You don’t want to send a decision-level piece of content to someone who just filled out a TOFU form.
With an integration, your leads will be better educated at every point in the purchasing process. A bonus?
You’ll also be able to easily track a sale from lead to closed and replicate the process.
More Personalized Campaigns
A HubSpot CRM integration gathers invaluable information on your prospects, like their contact details, preferences, website activity, and interactions with all of your communication. With this information, you can create highly-targeted, personalized campaigns that speak better to each contact. For example, you could send follow-up information to someone who’s recently downloaded a piece of your gated content in an email with a personalized subject line and introduction.
Other information you can use in your campaigns:
Website referral traffic
Top-performing blogs, landing page, or website pages
Email open and click-through rate
Engagement rates on social media
When and how often someone visits your site
Most downloaded content
Time spent on certain pages
Visibility Into Sales Team’s Activities
Having to ask a member of your sales team questions about a lead pulls both of you away from more significant tasks. A HubSpot CRM integration lets you quickly see what your sales team is doing, including if they’re contacting your SQLs promptly. Likewise, if they’re struggling, you can see where they may need help from the marketing team, such as more sales enablement material or an updated form.
Proves Marketing ROI through Closed-Loop Reporting
Sales shouldn’t always get the glory when your company gains a new customer. An integration allows you to track the entire journey a lead takes from the minute they first visit your site through closed-loop reporting.
Closed-loop reporting highlights significant developments from beginning to end, making it easy to show which marketing activities drive the most results. It can also reveal which of your efforts need adjusting to be more impactful.
Spending less time writing the same message repeatedly to your prospects and more time focusing on learning about their challenges probably sounds like a dream to many sales associates. With HubSpot Sales Hub, you can automate your communication quickly and easily through their templates and snippets. Here is a breakdown of each.
What Are HubSpot Templates?
Templates are pre-made emails that you can personalize and send to your HubSpot contacts, without having to create the same content each time. You can create them in seconds by accessing a library of pre-built templates, or by making your own and saving them for future use. Additionally, you can see which templates are sent, opened, and engaged with the most to reveal the most high-performing and time-saving ones.
Template Use Cases
Having access to easy-to-use templates is great – but deciding what messaging to use can be tricky. You can use templated emails for a variety of touch-points across your customers’ buyers’ journey. In all of these examples below you can write the bulk of your message and substitute portions that reflect whichever prospect or company you’re addressing. Be sure to use personalization tokens to increase the engagement of your emails.
First Touch Emails
These emails introduce your prospect to you, your company, and your expertise. You should also use them to get to know your prospective client’s pain points so you can begin to focus on how your business’s services or products can help them.
You can also look for the decision maker in the company, touch-base with people you just met at a conference or try to land a meeting or call with them.
You can send several different types of follow-up emails depending on the actions your contact took with the first email you sent. For instance, if they respond positively asking for more information, offer to move the conversation to a phone call, or send them a useful blog or resource. If they seem very interested, ask them more about their company or ask them what their next steps are. However, if they respond to you negatively, it’s best to thank them for their time and end the conversation.
If they don’t respond to your initial emails, that doesn’t mean you should give up altogether. Either the following day or upcoming week, send an additional email apologizing for not being able to connect and expanding on the content in the first.
Ending the Relationship Emails
Do you have a lengthy, great conversation with someone in person then leave without saying goodbye? Most likely, no. The same goes for your emails with your prospects. If it’s clear they do not want to proceed, send a polite follow-up email that addresses this. If it’s not clear, and they’ve stopped replying to you, you can try one more time by asking them to click on a CTA or send a witty “closing your file” email to regain their interest.
What Are HubSpot Snippets?
Snippets are short – 500 characters max - reusable text blocks you can use in contact, company, and deal records, as well as email templates, chat conversations. They are frequently used in conjunction with templates. If you want to keep one small chunk of text the same in an email template, but consistently update the majority of the content, snippets are the way to go.
Snippet Use Cases
You should use snippets to write simple, canned phrases that you can easily include in your related email templates. For example, you can use them for these situations:
A good description of your company
A bio about yourself
Overview of your company’s services or offerings
Answers to commonly-asked questions
With templates and snippets, you can center your time on the more significant issues your prospects face rather than typing in “Hello, my name is” over and over again. When appropriately used, the effectiveness of your sales process should increase. To get the most out of these HubSpot features, contact us today.
You’re probably familiar with HubSpot Marketing Hub and Microsoft Dynamics, a CRM system. You may even be using one, or both at your current company. Having these two platforms as a part of your growth stack can benefit your sales and marketing teams in many ways – from automating tasks, storing contact information, and streamlining your customers’ buyer journey.
But did you know using them separately can still cause a misalignment of your two teams, and negatively affect your sales outcomes? Avoid this misalignment by integrating HubSpot and Dynamics. Combining the two systems to function seamlessly together will result in several benefits for your sales team.
No Manual Work
A HubSpot and Dynamics CRM integration involves bi-directional syncing of your data through standard and custom field mapping. For example, a “CRM Account” in Dynamics would map to “Company” in HubSpot and vice versa. This ensures a change in one system automatically syncs to the other, eliminating manual data entry. In fact, with this integration, a contact’s entire HubSpot profile, including form submissions, website behavior, and email activity is available in Dynamics.
Better Lead Scoring
HubSpot’s platform helps you attract and engage with visitors on your site along with other marketing activities. With HubSpot’s platform, you can build trust with leads through campaigns and rank them based on their actions until they’re ready to speak to sales. You can easily set up a process to divide your leads into bottom, middle, and top of the funnel.
You can guide your leads through their customer journey, then set up an alert in your CRM to automatically inform your sales team when they’re ready to discuss your product or services. How? When your prospect accumulates enough points to deem them a SQL, you can set up logic, so the lead is automatically pushed to your CRM and assigned to a specific member of your sales team.
Better lead scoring such as this can help reduce your sales cycle because your sales team is focusing on contacts who are ready to buy.
Personalized User Experience
A HubSpot and Dynamics integration lets you personalize the user experience for each contact, thanks to the ability to incorporate user preferences, web history, and interactions into your communications. The information available through an integration includes:
How visitors found your site
What time of day your site receives visits
Top performing pages (blogs, landing pages, webpages)
How long your visitors spent on individual pages
Most frequently downloaded content (checklists, eBooks, guides)
Mentions and other engagements on social media
Email open and click-through rates
Site pages assisting in conversions
With this data, you can better market to all lifecycle stages and provide them with the right information, at the right time.
While gaining new customers is an important business goal, retaining your current customers is just as important. In fact, it costs five times as much to attract a new customer than to keep an existing one.
Luckily, a HubSpot Dynamics integration can deliver significant ROI around customer retention and happiness. When you sync data like product type, purchase date, renewal date, contract type, and other information, you can build effective customer nurturing campaigns, like:
Renewal email alerts
Net Promoter Score and other customer surveys
Invitations to webinars or events
Personalized website or email content strictly for customers
Establishing and committing to a sales process keeps your team accountable and helps them sell more efficiently. Through a HubSpot Dynamics integration, you can create tasks in your CRM based on contact activity from HubSpot. For instance, you can set up an alert for a member of your sales team to call a prospect when they:
Re-visit your website or landing page
Visit your pricing page
Click on a link in a specified email
Fill out a form
Sign up for a free trial
Re-engagement of Cold Contacts
If you ensure your HubSpot Dynamics integration syncs all relevant contextual data around an opportunity or lead, you can also quickly re-engage with contacts who’ve gone cold. With your integration’s data, you can build HubSpot Smart Lists and begin nurturing stalled deals that fit your particular criteria. For example, that may be a list of contacts who haven’t opened any of your emails in the last two month. Then, through your integration, you can launch a retargeting campaign with personalized content.
Closed loop marketing lets you track marketing channels, starting from the moment a visitor lands on your site to the moment your sales department transforms the visitor into a customer. This type of critical analysis is only possible through a HubSpot Dynamics integration.
When you have closed-loop reporting available, you can see which actions you’re taking bring success and which may need adjusting.
Go With The Best
Integrating your HubSpot account with Microsoft Dynamics will give you powerful results. However, the integration process can be complex, so it’s best not to go it alone. With a trusted partner, you can get the most out of your integration. At LyntonWeb, we’ve launched hundreds of successful HubSpot Dynamics integrations over ten years. To discuss your specific project, contact us today.
Are you getting started with HubSpot Sales and Marketing Hub? While expanding your sales and marketing technology stack is exciting, it can also be overwhelming. HubSpot’s software is robust, and if you have little or no experience with it, it may seem downright impossible.
But if you remember that any successful implementation takes thorough training, and commitment, you will see success. Because if you’re investing in such a comprehensive tool, you want to make sure you learn the ins and outs of its functionality, right? Here are tips to successfully onboard your new HubSpot portals.
HubSpot Marketing Onboarding Best Practices
It’s important to remember that implementing HubSpot is a massive undertaking. At LyntonWeb, we spend up to three months (depending on the unique needs of your company) helping companies onboard the software. However, several things can speed up the process, such as:
Take HubSpot academy courses to familiarize yourself with some of the functionality. If you have no experience with HubSpot, we highly recommend this. Even if you have minimal or some history with the platform, it’s not a bad idea to refresh your skills.
Nominate someone internally to own the onboarding project. This person can serve as a liaison, organize meetings, work with HubSpot or an agency directly, and work with stakeholders to resolve any issues. Essentially, this person will serve as the program manager of your HubSpot onboarding and will report back to the overall HubSpot implementation sponsor.
Confirm with your agency or HubSpot contact the overall timeline of your onboarding project. While we mentioned the timeline of three months, it could be different depending on a few factors. Ask for a detailed list of the topics that will be covered. For LyntonWeb onboarding clients we provide summary notes and a recording of each onboarding call.
Address naming conventions early. As your onboarding project ramps up, your team will start creating a steady stream of documents, files, campaigns, and folders. To keep these organized, determine how you’ll name everything before diving in.
Once the big picture items are out of the way, it’s time to start using the platform. Begin by considering how HubSpot will fit in with your current website and other marketing technology. It’s more than likely HubSpot will be replacing your current email and other marketing systems, so ask yourself – and your onboarding partner – questions like:
What email templates do I need, and which can I move over?
What email lists can be eliminated, which can be scrubbed, and which can move over entirely?
What marketing activities and assets do I need to move over?
How many current forms do I need to replace with HubSpot forms?
How does my current workflow strategy translate to HubSpot lifecycle stages and workflows?
Then, you can start setting up your marketing tools like your buyer personas, landing page templates, email templates, lists, workflows, CTAs, forms, and campaigns. During this stage, when you work with an onboarding partner, you’ll receive training so you can later implement elements like this by yourself.
Sales Onboarding Tips and Tricks
Similar to onboarding HubSpot Marketing, implementing HubSpot Sales Hub is a labor of love. Many companies choose to onboard both systems in tandem, so their sales and marketing teams can be better aligned. Due to this, we recommend taking similar initial steps when getting ready to use the sales platform.
Again, you’ll want to consider taking HubSpot academy courses, appointing an internal onboarding project manager, and looking at your current naming conventions and processes. However, some elements differ from marketing, so you should be ready to ask specific questions like:
What sales enablement material do I have and how will it transfer to HubSpot?
How will my current sales strategy and lead nurturing steps move over to HubSpot?
Should I revisit my current strategy and organization of contacts and companies?
What’s different in HubSpot Sales Hub than my current CRM?
Will I import all of my prospect and customer data or condense it?
Next, with your onboarding partner’s guidance, you can set up your sales tools like pipelines, messages, sequences, documents, and more.
What Onboarding Looks Like at LyntonWeb
If we haven’t made it clear yet, we believe successful HubSpot onboarding is best with a trusted partner. That’s why at LyntonWeb, we’ve spent years refining our onboarding process, so our clients are adequately trained on its functionality and ready to launch campaigns seamlessly. Our hands-on approach is similar for both HubSpot Marketing and Sales Hub, taking roughly three months, and broken down into four stages.
Discovery Phase. We want your company inside and out before making any recommendations. Understanding your business processes will ensure successful HubSpot configuration and better user adoption.
Consulting and Recommendations Phase. After we fully understand your business processes, we set up your portal for success. We’ll build marketing or sales-specific workflows, lifecycle stages, pipelines, templates, and more.
Optimization and Training Phase. During this portion, we pop the hood on your HubSpot portal and show you how it’s currently built and how to set it up properly in the future. If we can make any enhancements during this phase, we will.
Support Phase. We’ll put regular meetings on our calendars to continue to guide your HubSpot success.
Ready to Get Started?
There’s no doubt using HubSpot Marketing and Sales Hub can help you reach your business goals. However, we understand onboarding the software can be an intimidating task – and more difficult if you go it alone. Contact us today to learn more about how we take the time to thoroughly explain, set-up, and train customers on its functionality.
Although no one knows for sure how many factors Google takes into account when producing search engine results, many website and SEO experts say it hovers around 200. If that number sounds unmanageable and possibly makes you want to quit marketing forever, don’t worry. You don’t need to excel at all 200 ranking factors.
Certain ones outweigh others in terms of optimizing your website – and that’s where you should spend your time. A website that’s optimized for both Google and your users will help drive traffic, create higher conversion rates, and increase sales. Apply these seven website optimization strategies to your current site to start seeing results.
#1 Never Forget About Mobile
Last year, 52.2% of all website traffic worldwide was generated through mobile devices. And no one more than Google takes that into consideration, placing mobile-friendly sites higher in rankings. Because if half of the world is accessing websites on their smartphones and tablets, they’re expecting a pleasant experience. If not, they’ll leave.
Consequently, smart marketing teams should always take a mobile-first approach when it comes to optimizing their website. Here are some easy tactics to implement to make your site mobile friendly:
Utilize a responsive design, so your site adapts to any device
Scale your images when using responsive designs, so they’re not pixelated or slow to load
Keep your title tags short, so they’re easier to read on mobile
Avoid designs that are difficult to read or popups that cover any critical content
#2 Increase Website Speed
Have you ever heard the phrase, “No internet is better than slow internet?” The fact that people would instead give up on surfing the web than deal with a slow connection should concern all marketers.
Google also doesn’t like slow page speeds. In fact, they take page speed into high consideration and ding websites that take too long to load. Your load time also can affect how much you pay on a CPC basis in paid search. So, what can you do to increase your website speed? Try to:
Reduce and optimize file sizes
Use an appropriate hosting solution
Avoid using too many full-sized videos or hero images
Reduce calls to HTTP
Enable browser caching
Don’t overload your site with unnecessary content
Use minimal plugins and redirects
If you’re unsure of how quick your website loads, test it here.
# 3 Provide Great User Experience
User experience focuses on providing the best content, design, and functionality to your online visitors in hopes of them returning to your site or converting in some way. That means user experience is tied closely to your company’s goals. Here are the best UX factors to take into account when optimizing your website:
Easy to use navigation so users can find what they need
A great design that evokes emotion and doesn’t muddy your content
Great content that provides value and touches on every stage of the buyers’ journey
Contextual marketing so your users see information most relevant to them
# 4 Reduce Overall Bounce Rate
Your bounce rate is the percentage of users who left your website without visiting more than one page. If someone read your blog without reading another, that’s a bounce. If another person looked at your homepage without looking at your services, that’s also a bounce. The lower your bounce rate is, the better. It goes without saying that an optimized website has a low bounce rate. How do you achieve this?
Reduce the number of ads on your site
Interlink blog posts
Use anchor links throughout your site’s content
Keep your content up to date and useful
Increase website speed (see #2)
Add related posts to the bottom of articles or case studies
Test different text in your navigation
# 5 Optimize Technical SEO
Writing great content that’s based on a sound keyword strategy isn’t the only important SEO factor to consider when optimizing your website. You need to consider the technical aspects of your site and how they affect your ranking and UX and optimize them. Specific things you should do:
Submit your XML sitemap to Google Search Console
Check your site indexing with Google Search Console (it could reveal issues to fix)
Make sure your site is mobile friendly (see #1)
Correct any status code errors you may find
Fix any broken links
Implement a backlink strategy
Remove underperforming content from your site
Use Title and Meta tags, but don’t duplicate any
# 6 Make Sure Your Site is Secure
Are you using HTTPS to enhance your website’s security? HTTPS encrypts information sent between a web browser and a web server, protecting your site from attack. When you optimize your website’s security, you can achieve two critical things:
Users who feel more assured using your site, reducing bounce rate and increasing conversions
Higher Google rankings
# 7 Keep Your Design Up-to-Date
Keeping your website’s design, content, and functionality up-to-date can improve your search engine rankings, reduce your bounce rate, and increase conversions. Essentially, it can help you with everything else we’ve already discussed on this list. Because if you think about it, no one wants to read blogs from 2014. No one wants to see a design that reminds them of 2003. No one wants a product or service that isn’t relevant.
What people do want is a website design coupled with great functionality that tells a story. They want to know if your brand or services are a good fit for them. A modern site can lead them through a journey, ultimately convincing them to fill out a form. If you need specific help with this step, we’re web design experts.
BONUS: # 8 Find a Trusted Partner
When it comes to executing several website optimization strategies, going it alone can increase stress and possibly lead to more errors. With expert guidance, you’ll be able to optimize your website without fear of missing something important. And with a partner on your side, you can focus on more ways to improve your website. To learn how we can help, contact us today.
Whether you’re building a new website or updating your current one, adding custom HubSpot development can set your site apart from your competition. Getting development done that’s unique to your site and easy to maintain requires a developer with the right experience – even if it means a slightly higher rate.
Doing your due diligence and opting for the best developer possible, will pay off in the long-run. You don’t want a website that you can’t edit yourself down the road. For the best results the first time, look for someone with these five qualities to ensure you’re hiring someone who truly understands the capabilities of the HubSpot platform.
Knowledgeable in HubSpot
It probably goes without saying that if you’re looking for a good HubSpot developer, they should be knowledgeable in the platform. But HubSpot is a robust platform so knowledge levels will vary. To get the best of the best, aim for a developer or agency who takes the time to earn and maintain HubSpot certifications. These certifications do expire, but a developer who prides themselves in keeping them up-to-date will be more proficient in the latest in HubSpot capabilities.
Similarly, the amount of time they’ve spent developing within HubSpot is crucial. At LyntonWeb, we have ten years of HubSpot agency partnership, so our developers have had the time to learn best practices as well as mastering various elements within HubSpot.
This type of expertise and experience can speed your project along without forgoing quality.
Excellent Communication Skills
Having communication skills is vital, no matter what job a person holds. However, even though we hate to generalize, web developers can often quickly go quiet, diving deep into their work. Obviously, being dedicated to their work is a good thing, but not communicating where they’re at in your project with you, and your project manager can slow down the process.
A developer or agency who’s responsive can help ensure your project goes smoothly. Before you hire someone, you can ask how the team communicates. Is the group open with another, discussing wins and impediments? Does the developer take the time to slow down and describe highly-technical points in easy-to-digest details? Do they respond to emails or requests for meetings promptly? All of these questions can help guide you in learning their communication skills. It is important to remember; you should also be responsive too to keep the project moving.
Likewise, finding a developer who can work with specific HubSpot functionality is crucial. HubSpot comes with a variety of APIS and connectors, as well as HubDB. A developer who can work with any of these features can help you and your team create the website you want.
Your website is perhaps the most crucial element for your entire company. That’s why you should look for a developer or agency who will take the time to get to know your unique business and everything that comes with it.
Opt for someone who discusses a “discovery” phase in your project. A discovery phase should include discussions around:
What you hope to achieve with your website development project
Your buyer personas and customer journey
Various tactics revolving around content, structure, and keywords
When you take the time to determine your overall strategy, you’ll be able to stay on track and reach your goals.
Eager to Improve
The best developers are the ones who aren’t afraid to learn something new. It can be anything from a new software system, coding language, new HubSpot modules, or general updates to HTML or CSS. A developer or agency who does this not only expands their knowledge but makes them more versatile to meet the needs of any prospective client. They may even pass their new skills to their coworkers, improving the overall team.
Likewise, a developer who is driven to continue learning is likely more apt to handle challenges as they arise. And with a fire for continued education, they may know the solution to more of your questions or concerns.
To Sum It Up
Don’t settle when it comes to your website development needs. Make sure to find a developer who has excellent communication skills, strives to enhance their skill set surrounding about HubSpot and more, and is focused on your company’s goals. To learn how we embody these qualities at LyntonWeb, contact us today.
Did you know little things, like an oversized image or HTTP over HTTPS, are harming your website, making it difficult to load, attract users, and convert leads? Because your website is the first thing many people see about your brand, it’s important it looks good - and works properly. Here’s what to avoid to ensure your website both attractive and functional.
Not Using a Content Management System
While a content management system (CMS) is not technically required for your website, there are many benefits of using one that positively affect your website functionality. For example, without a CMS, your website will likely be built using static pages that are uploaded directly to servers – which severely limits your ability to scale and improve your site. If you build it this way, anything you want to be removed, updated, or changed on your website must be done by a developer. And most developers are busy managing other tasks for your company, so the errors can quickly pile up and potentially damage the perception of your brand. No one wants a ton of spelling errors they can’t fix.
Likewise, without a CMS, it’s more difficult to test different functionality like CTAs, videos, blog templates, landing pages and more. A CMS also allows you to create pages easily through the use of templates, which helps the functionality and layout of your site look consistent as it grows.
Using Tables for Layouts
During the ’90s and 2000s, you probably saw a lot of websites designed with table-based layouts. Today, that trend is all but extinct. Using tables for layouts went out of style for several reasons including:
More bytes of markup which take longer to download
Bad user experience due to slower site speeds
Difficulty maintaining code
Locking developers into the design, making redesigns much harder
Breaking text copying on specific browsers
Not Using HTTPS/SSL
Though the visual difference between HTTP and HTTPS is only one letter, the impact that extra letter has on your website’s performance is critical. HTTPS encrypts information you send between a web browser and a web server, protecting your users from attacks. To have HTTPS on your site, you must purchase and install an SSL certificate. Once you have it installed, you’ll reap the benefits of a more secure website like:
Increased consumer confidence. With more cyber-attacks making the news, more online visitors are looking for safe sites. That peace of mind can also lead to more conversions, too, as more people are willing to input their personal information and data on a website they feel is secure.
Higher Google rankings. Google has confirmed they favor HTTPs. And because it’s almost every marketer’s goal to rank high in search engine results, having HTTPS should be high on your website list.
Not Having a Responsive Design
Consider your personal belongings. You probably have a smartphone, a laptop, a tablet, and maybe even a desktop computer. You also likely use all of these to surf the web at one point or another. And when you come across a website that doesn’t look good on your phone, you may leave. If your own company’s website doesn’t render correctly and loads slowly on a mobile device, your visitors are also disappearing.
Another reason to ensure your website is optimized is for Google (yes, again). For years now, Google has penalized websites that aren’t mobile-friendly and provide bad functionality to mobile users. The penalization? Lower search engine rankings. That means if your site isn’t responsive, you’re losing out on a lot of organic traffic and potential sales. And while some people think redirecting users to a mobile version of your site may fix this issue – it doesn’t. Doing this doesn’t help with search engine results as it sends users to a separate website; something they probably don’t want to do.
Using Features That Slow Your Website
Designing and creating your site is a fun process. But you’ll need to use discretion when deciding what visual elements to add because not everyone is using the same browser or has the same internet speed. To avoid bloating your website to the point that it doesn’t load quickly, avoid using elements like:
Multiple full-sized videos
Too many big images or animations
Having automated music or sound
Splash or entrance pages
Even if a user makes it past your potentially slow-loading site, the misuse or overuse of some of these features could confuse them – causing them to bounce, leaving you with a lost conversion.
Don’t Worry, We Can Help
These five things may leave you feeling insecure about your current site or an upcoming website project. But at LyntonWeb, we live and breathe website design, development, and functionality. To avoid making these errors and get the most out of your site, schedule a consultation today.
Today’s sales and marketing teams use multiple tools in their daily jobs. While using numerous technology platforms may seem like an advantage, in some cases, it can slow down your processes and seemingly bottleneck your progress.
Generally, the issue isn’t the number of tools you have in your growth stack, but rather, how they all work together. At LyntonWeb, we know a HubSpot integration with your CRM or other business application can resolve a lot of this disconnect. But with HubSpot’s CRM Extensions, you can take it a step further, ensuring your systems work together and share data – without you having to log in and out of multiple interfaces to see results.
You can use any third-party software tool inside of your HubSpot CRM, as long as they have an integration. Here’s everything you need to know to set up a successful CRM integration.
What is a HubSpot CRM Extension?
A HubSpot CRM Extension provides a view of external data in a HubSpot contact, company, or deal record. The extension allows you to access, create, and edit information hosted outside of your HubSpot CRM while giving your developers complete control over the user experience. For example, let’s revisit the use of third-party software tools. Many sales executives use some platform, like PandaDoc, in their process to send contracts to their prospective customers. With a CRM extension, that information embeds into your HubSpot portal. Then, you can launch and use PandaDoc in the same browser as HubSpot. No multiple systems and no multiple logins!
Likewise, HubSpot integrations using these extensions can surface their own data in a card in your CRM sidebar for fields like contacts or deals. Once a deal or contact loads, HubSpot requests the integrator to retrieve the information associated with that record. Then it displays it on a card in the sidebar. From there, the users can launch a modal window from the card, giving users access to all the features inside the integrator software. While a lot is going on in the backend, the experience feels like the other software is seamlessly built into the CRM.
What Can a HubSpot CRM Extension Do For Me?
A HubSpot CRM Extension lets you customize the CRM experience for your team – whether they’re in a sales, service, or support role. Currently, these extensions are commonly used in third-party applications like OrgChartHub, PandaDoc, Jira, and Zendesk. Our team has noticed opportunities such as:
Associating a deal with multiple service providers.
Granting contracts or companies access to specific content in their HubSpot membership portal.
Creating custom forms for CRM users to submit associated data about a contact, customer, or deal.
Completing custom quoting worksheets to generate price quotes for deals.
Displaying external data in HubSpot CRM without synchronizing.
Custom reporting and data visualization.
Interacting with protected data from on-premises systems like an internal database or ERP system.
Custom user interface and application integration, like building your own user interface in HubSpot for your business users.
Connecting business users to other corporate applications.
Building custom forms and data views that extend your CRM’s data like sales expenses associated with a deal.
Real World Scenario
A HubSpot CRM customer sells training and consulting services which can be delivered by one or more outside consultants hoped to find a better way to view and manage consultants associated with an opportunity in their CRM (or a HubSpot deal).
A custom CRM Extension App can display the desired data fields and actions on the relevant CRM record – company, contact, or deal. HubSpot CRM now presents links and menu items to their users so they can interact with the data. This includes elements like adding new records, editing existing records, clicking on related contacts, and more.
Now, users can see relevant information about a deal’s related consultants, including name, service start and end date, topic, location, project rate, trainer rate, and materials charged.
To Sum It Up
HubSpot is designed and intended to be simple for user adoption and ease of use. CRM Extensions help customize when necessary to serve your business’s needs further. Through it, you can gain agility with your HubSpot CRM without sacrificing access to data or processes that you may already have in your existing system.
And at LyntonWeb, HubSpot CRM integrations and related services are our bread and butter. Contact us today to learn how we can help you experience higher productivity, faster sales cycles, and revenue through a CRM extension.
Integration projects and integrations, in general, are a topic that we touch on in a lot of our posts, and our readers continue to ask for more. The reason for this demand is due to the sheer number of applications out there that excel in one area but fail to provide a complete solution. As a result, we end up with our leads in one application, our marketing efforts in another and our website in yet another.
Now we have three separate systems that need to work together pretty autonomously. Luckily for us, several applications out there have API support that allows us to connect multiple systems. So, with all the different systems and ways of connecting them, we have a constant flow of requests for information on what these integrations are capable of.
One of the most popular requests for CRM Integration revolves around Salesforce. Salesforce is an extremely powerful and flexible CRM that not only allows you to track contacts, leads, and customer information - it can also be customized to handle almost any kind of data. We have dealt with several customers who have product data stored in Salesforce that allows them to keep an accurate track of their inventory from right within their Salesforce portal, but they may have their actual store hosted on Shopify or another third party e-commerce solution. This means that without a custom integration stock adjustments would have to be made manually inside Salesforce immensely diminishing the value of keeping products inside Salesforce.
The Salesforce to WordPress Challenge
Another popular platform for hosting websites is WordPress, and it is one of the most frequent requests we receive for integrations. Recently, we were tasked by one of our clients to build a catalog of its products that were stored in Salesforce and display that catalog on a WordPress website we were to create for them. Because this was a catalog only we didn't have to supply e-commerce functionality (no cart or checkout), which was preferable to the client who wanted to drive leads to their sales team via Salesforce. This project had many challenges that we had to overcome but proved to be a feature-rich integration that the client was delighted with. Here are some of the challenges we faced:
We needed product updates in Salesforce to be immediately visible in the WordPress catalog.
When new products were added to Salesforce, they needed to be added to WordPress.
When a product was marked as sold in Salesforce, it needed to remain on the website (marked sold) for 14 days to allow customers to view similar products like that one.
The client required an advanced search engine to be able to search and filter through their catalog.
A form on each product detail page would feed contact details into HubSpot, and via the Salesforce connector would end up back in Salesforce. Product details had to be supplied with the customer's contact details to the HubSpot form for leads to be assigned appropriately to sales reps.
The client required an upload tool that allowed them to upload images directly to WordPress from within the Salesforce portal product pages.
Pushing New Salesforce Records and Updates to WordPress
The first challenge we overcame was handling, primarily, the method by which we were going to retrieve the product data. Salesforce has a robust API that would have allowed us to query for product details directly from the site on each page load without saving anything into WordPress - but at the cost of site load speed and responsiveness. We didn't want to sacrifice user experience for functionality, so we opted to import the product data into WordPress and maintain two records which would then be synced. To handle immediately showing changes to products after they are made in Salesforce we created an outbound message and workflow in Salesforce that would send the product details to WordPress so that we could keep the records synced at all times.
We built a relationship between Salesforce Record IDs and WordPress post IDs to know whether a record was an updated record or a new record to avoid duplicate products. This also allowed us to perform some custom operations at the time the file is updated or added, including determining whether or not the product was sold and if it was sold if it had been sold within 14 days of the current date. This allowed us to hide products that have been sold for more than two weeks and mark products that are recent sales appropriately in the system.
Salesforce Product Search Engine Powered by WordPress
To build the advanced search functionality that the client required, we created a couple of custom functions that triggered during the product update or creation action. These functions tagged the products with appropriate keywords and values so that we could leverage the powerful WordPress search engine to find and display product search results quickly. We did this by using custom taxonomies within WordPress for each type of filter that the client requested for their visitors to have at their disposal. This saved a great deal of computing power over the alternative of building a Salesforce API call for each combination of filters and search values.
Sending WordPress Website Leads Through Salesforce
A crucial part of our client's sales process was getting their leads into Salesforce so that they could be automatically assigned to a sales rep. However, we wanted also to help the client to utilize the power of HubSpot as well, so we relied on the Salesforce HubSpot connector to push form submissions through to Salesforce. We created a custom HubSpot form that accepted the Salesforce Record ID as a field so that when leads came through HubSpot into Salesforce, the system would know how to assign the lead. This allowed the client to track interest in products not only in Salesforce but also in HubSpot where they could see the number of visits to their product page concerning the amount of form submission on that page — highly useful tools to have for marketing and product optimization!
Handling WordPress Product Image Upload from within Salesforce
Building out a tool for the client to upload product images to WordPress from a Salesforce product record and have them automatically associated with the correct product within WordPress proved to be a fun challenge. Using custom s-controls, we were able to build an upload mechanism that was hosted in WordPress but was added to the product pages via a frame that allowed the images uploaded to it to be automatically associated with the proper product. We even provided the client with tools for selecting the primary image, deleting images, and also clicking through the images to find the end URL for report building and quote generation. We also were able to transfer all of the images already associated with the products that resided on a windows server (the old website) without data loss!
The Final Result: A Fully Integrated Salesforce Product Catalog
WordPress excels at displaying dynamic data, and after fully integrating Salesforce we now have a robust, user experience rich website that allows our client's customers to quickly and easily filter through products and find what is right for them. Our client has frequently come back to us with ideas for how to improve lead conversion rates by manipulating the Salesforce data as it comes into WordPress, like adding a hot deal sticker to products that have recently dropped in price. Once you have the data connected adding little customizations to the way that data is processed is straightforward and gives our clients who use Salesforce a lot of power in controlling exactly what they want the end user experience to be.