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HubSpot Review

 

HubSpot Landing Pages & Forms

There are four ways to get leads into HubSpot: the CRM integration, the (Contact) API, non-HubSpot landing pages (by exporting HTML forms made in HubSpot to external landing pages) and HubSpot landing pages with forms. Our HubSpot review focus is on this last method.

HubSpot offers two tools to create landing pages, a wizard driven tool and an advanced design tool which uses a template system for more flexible designs, or creation of custom templates. Some HTML skills may be required. HubSpot cites research that demonstrates companies with 30 or more landing pages generate seven times more leads than those with fewer than 10. Therefore, using a template system can increase manageability and maintenance as landing pages tend to grow over time.

In addition to progressive profiling, HubSpot offers a feature called Smart Fields which can increase conversion. Smart Fields automatically remove any form fields for which have previously been captured for a lead. This rids annoyance by leads that would otherwise have to provide the same information multiple times, and consequently, increases both the user experience and conversions for repeat visitors.

HubSpot's landing page and form A/B testing and analytics allow you to experiment with different headlines, images and call-to-actions to empirically determine which perform best. Further, the A/B testing offers a true, randomized (i.e. every Nth visitor) multivariate testing process.

While HubSpot landing page data capture does not include PPC cost data and campaign specifics, the App Marketplace which sells third-party developed HubSpot extensions does offer a limited PPC integration between HubSpot and Google Adwords.

HubSpot Lead Scoring

Lead scoring is extremely simple—which may be either an advantage or disadvantage depending upon your sophistication or precision in identifying sales-ready leads. The lead scoring engine tabulates lead activities occurring on the website, email or social media which correspond to point values. HubSpot lead scoring strengths include the following:

  • Permits negative score values for select activities (i.e. job seeker).
  • The marketing software is able to track multiple scores for the same leads. This can be especially helpful for multi-product companies which create different lead scoring models for different products.
  • In addition to a numeric score, the marketing software can also assign a letter grade or abstract indicator (i.e. A, B, C or Hot, Warm, Cold) in addition to lead score. This score can also be used in list segmentation and nurture campaigns.
  • Lead scores can be depreciated based on periods of inactivity.

HubSpot lead scoring weaknesses include the following:

  • The system cannot score a lead using data that resides in the CRM system but not in the marketing automation system. This may be an issue for several scenarios, but most likely for up-selling and cross-selling to existing customers where the CRM record has significantly more customer data than resides in the marketing software, and therefore can’t be used to help determine when an existing customer is ready to make an additional purchase.
  • HubSpot doesn’t offer packaged integration to popular data enrichment services such as Data.com, ReachForce or D&B. Therefore, the lack of social data aggregation and/or append of demographic information (i.e. industry, company size, etc.) to the form or the lead contact record results in longer forms and less intelligence for both lead scoring and sales staff.
  • The marketing software only tabulates contact lead scores, and cannot calculate company (aka Account) lead scores. For example, the system cannot view multiple contacts from the same company and apply an average or sum value in order to render a company lead score.
  • There is no ability to cap a lead scoring activity. For example, if a lead performs the same activity multiple times during the day, he many run up his lead score inappropriately.

Once lead scores reach the designated threshold value, HubSpot can automatically forward the lead to several CRM software systems, including Salesforce.com, SugarCRM, Nimble, Highrise CRM, Microsoft Dynamics CRM, NetSuite CRM, Infusionsoft and Zoho.

The single biggest weakness in this area is the absence of making neglected leads visible. We all know the age old problem of sales people not following up on new leads. To address this perennial challenge, several HubSpot competitors permit configuration rules or workflow processes to immediately email or notify designated recipients when new leads are not followed up timely or sufficiently. We’re hopeful HubSpot may consider offering something similar in the future.

Recycling leads is doable, but not as seamless and flexible as several other marketing software systems. When a lead needs to be recycled back to a nurture campaign, the sales person may change the lead status field in the CRM software (if configured in advance for this process) or possibly change a HubSpot field like “Is Being Nurtured” from yes to no, and the workflow will update the lead accordingly. However, our testing found it very difficult for a sales person to designate a new lead, or recycle an existing lead, into a specific nurture campaign.

Next: HubSpot Website Integration & Social Marketing Review >>

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HubSpot Review

 


HubSpot Review

 


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