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Marketing Automation and CRM, how to integrate them with HubSpot Increase

If you want to multiply your company’s sales, then it’s time to improve your customers ‘ buying experience and make it extraordinary. Because when we talk about Inbound Marketing, the features tell the product but are the benefits offered that sell it.

It’s time to align marketing and sales.

Let’s see how.

From this point of view, HubSpot is the tool that better than others changes the way you relate to customers and nurture the relationship with leads.

Find out how it works and all the benefits for the company!

It is a two-way system that complements CRM and Marketing Automation.

This feature allows you to interact with each other: if we modify the data of a Prospect within the Software, they also change in the automated workflow.

Why integrate CRM with MA (Marketing Automation) is useful for increasing customers, on-line, of the company?

Collecting all potential and current customer data in one big digital agenda helps you manage them better.

You can verify the correctness of the information at any time, update them, check the point where you are in the trade report (phases of the Funnel) with a contact (Lead). It is easier in this way to take the right strategic solutions, to decide the next step.

If the situation is stalled or you are one step away from concluding the negotiation, thanks to the integration allowed by a tool like HubSpot, everything will always be under control.

This is because hubspot makes visible:

The behaviors of people on your website

Their browsing habits

Reactions to corporate marketing initiatives

Then it reduces the sales process and sends the most appropriate information to the Lead at the right time.

In this way, the relationship with the Lead is always at its most potential, whatever its level of involvement. Each stage of the Buyer Journey is optimized and consequently the conversions increase, compared to a manual management.

Imagine that you are in the middle of a control room and have a lot of cameras in front of your eyes.

You can monitor:

The traffic sources to the website

The individual pages visited and for what time frame

The bounce rate (after how long the visitor left the page)

What are the Landing pages, Call-to-Action and forms that convert more

What are the performance of an email marketing campaign

When the customer relationship management system meets Marketing Automation, the company takes advantage of the power of email and Inbound marketing.

If the Marketing area and the Sales area are aligned, the company puts the turbo and finally reaches maximum speed.

How is CRM integrated into the Marketing Automation system?

Let’s start by mapping all the fields of CRM.

A tool like HubSpot already offers an automated mapping system, to avoid manually entering all CRM data into the Marketing Automation system (!)

The moment you proceed with the mapping of all the information available, the changes take place in two directions. What is then changed in one system is also updated in the other and vice versa.

It’s the timing of the sync and it’s happening in real time (unless it’s a really huge system and then the refresh interval goes around 15 minutes).

From now on, marketing and sales teams, as well as customer service for example, are deployed on the same line, ready to conquer new customers.

If a commercial wants to know the path of a customer, then it displays information from the Marketing Automation system. If the customer service needs data, then it accesses the CRM. For the company it means to equip itself with a decisive weapon for the purposes of victory on the field.

HubSpot is the world’s most used All-in-One platform: 41000 customers from 90 countries in the world currently choose it to manage these crucial activities within the company:

Email Marketing

Content Marketing

Website

Seo

Analytics Social Media renouncing the integration between Marketing Automation and CRM means giving up a lot of useful information. Greater transparency between the marketing area and the sales area translates into an increase in Revenue. In fact, companies that choose integrated Automation to CRM Software, increase their sales opportunities by 20%.

What is a CRM and how can it help you in sales

If you’ve heard of CRM and want to know what it can do for your business here are some considerations at your fingertips, which will help you to understand if you need it and how it can improve your business.

CRM software

The CRM seen from the outside is very simple: it is a software that allows you to manage all the sales part, starting from a simple collection of data in a database.

CRM

In truth, however, the most popular CRM software, paid or free, such as HubSpot, allow you to manage these processes in an advanced way, and consequently find more customers. A CRM then handles the entire life cycle of a customer, from the time of acquisition to after-sales service, to customize/shorten/refine the entire process.

email marketing services

The data collected, used intelligently, can be applied to an enlarged set of potential customers, generating other opportunities. The aim is to improve the relationship with the customer, to increase the customer Retention rate and to exploit the publicity induced by the customer satisfaction to generate more sales.

CRM software

Today, CRM is much more evolved and has introduced, over the years, several advanced functions. When looking for a CRM the expectations about its use mainly concern the commercial aspect. It is therefore this sector that should employ it for:

Improve customer Service

Improve customer Satisfaction

Help retain Customers (customer retention)

Increase Sales

Create New Business Opportunities

Manage and share sales data in a simpler and more intuitive way

Reduce business costs

Increase the margins of a single sale

Improve the sales department with Smarter processes

Manage renewals or periodic sales over time

So why should you try a CRM?

A CRM like hubspot allows you to know the status of each contact at any time. And you can do it wherever you are. You will know what to say to a customer who asks for information about his purchase, but also on which side to concentrate efforts to complete a sale.

CRM is an organization: You can then program every area of the sales process, assigning priority according to your needs. Doing so will not disperse energy and will satisfy the expectations of your contact/customer.

You will have a regular report that informs you in a detailed and clear way about the process of sales and acquisition of customers, in which areas you could improve and which are going well. So you can allocate the funds according to a logical and consequential scheme.

For your sales team the CRM is crucial: you will be able to identify the opportunities given to your hand. You will not send the commercial unladen to conclude contracts with cold customers. Instead you can seize opportunities at any time, thanks to the sharing of data.

The CRM works in tune with the sales funnel, rather, organizing the funnel with a CRM quickens and improves the marketing part to that of sales. The funnel – as its name implies – is a funnel

within which to convey the generic (but profiled) user of the website, to turn it into leads. Put that your site generates 100 visits a day: of these 100 only 40 will be interested in your commercial offers on a landing page. It is very probable that of these 40 only 15 will pass to a concrete phase of interest. Eventually, maybe 5 actual buyers will be.

If this path is logical, and the Funnel is done well, you will record constant numbers not due to chance. A CRM organizes the data in this sales location and generates very reliable reports on the effectiveness of each individual page or every single action accomplished, within the site, by a particular user.

CRM monitors every aspect of sales, both in Marketing and sales (sales) and service (after-sales service).

With the use over time, you will learn the “cheats ” and shortcuts. By accumulating historical data you will save time and money, you will have statistical models with which to work to file the inefficiencies, to project in the future the earnings (Forecast), to allocate budgets for a particular sector, to rationalise the sales team eliminating the Waste.

By increasing the value of after-sales service you will be able to reach more customers through word of mouth, saving in cheap advertising and unnecessary expenses.

Automation of marketing: automate marketing to increase sales in all aspects

In online marketing automation can lead to tremendous results. Organizing the flow of traffic is a primary requirement that does not only concern the sites that make large numbers, but also the others that act in a niche rather narrow. So what does it mean in layman’s terms to automate marketing to increase sales? Let’s see first what is the automation of marketing processes and then see closely how to exploit it to sell more our products and services.

The Internet traffic, as it may seem a random mass and formless, is actually composed of events. These events are segmented and identified according to the metrics that today’s technologies allow us to measure.

At the onset of the Internet the first counters of visits were able to identify a few variables within a simple visit: the country of provenance, the time and the duration of the visit, the IP address of the visitor. Over the years, more and more precise tools have allowed us to infer a lot of information.

So much so that the visit of the individual is no longer worth as simple numerical data to be subject to a total calculation (today I have 30 visits, in one month I will have 1000), but it is a priceless source of information that can be organized to better identify the Events and decide how to react.

The automation allows, in essence, to route the events through measurable paths, obtaining an overall picture that allows us, at the end of our analyses, to adopt automatic systems. Everything is then played on the prediction of the event: a certain page will develop a number of visits, these visits lead to the compilation of a form of contacts. However the scope is very broad.

Measurable events within a site depend on the actions that we intend to submit to the user. If we want you to fill out a contact form we literally have to take it to the site through the use of call-to-action.

If we want traffic from search engines we have to make effective landing pages or dense articles and rich in quality content. All these events are automatable through systems that can be managed in bulk and programmable over time. Here are some of the most useful automation systems that every site should use, if they really want to increase sales and make the traffic fruitful.

Fortunately, there are platforms like hubspot that allow you to automate a series of events, in a complete and easy-to-implement suite that will completely improve the operation of a site.

The first point to take into account is the analysis of the traffic through the interpretation of the sessions, the data provided by the users and their behaviour. As we have already explained in this detailed article, a statistic log is essential to observe from within what visitors do on our site. By crossing the collected information we can extract a faithful picture of the activity on the pages of the site, reacting accordingly.

Manage landing pages, call-to-action and landing pages

A landing page is literally a landing page, which is the page designated to get the qualified public. The landing page is characterized by the extreme effectiveness of its message, aimed at making an action. The call to action is usually through a button, a banner or a textual link.

It is called Call-to-action because it has the task of pushing the user to perform a certain action. This is “instigated” by the landing page message, which then acts as the engine of the entire behavior. It is clear at this point what the automation is for in this situation: to obtain that the users who have taken the action requested by the landing are placed within a manageable process with a single operation from the backend.

As a rule, landing pages have the task of skimming upstream traffic, almost always generic, but call-to-action can be expected at the end of each item. It will then be the nature of the article to determine what kind of call-to-action we should put, but ultimately what we want is that the events after the action are manageable with single massive operations. The goal is to avoid wasting time.

The most typical action requested to the user at the exit from a landing page is to subscribe to a contact form to activate the subscription to the newsletter. Once the inscription is obtained, a list is created, which can be handled automatically through programmed submissions. These submissions do not only have the effect of cutting traffic management time, but above all reinforce the link between the user and the owner.

How the HubSpot Academy courses work

When HubSpot peeps into the company, then the whole way of doing business changes. The tools and services made available guarantee a complete Management of both the Marketing and Sales areas. But there is more: the possibility that HubSpot offers its customers to do training-online and free-in these areas.

We talk about the HubSpot Academy and how its courses work.

HubSpot Academy is a world leader in inbound Marketing and Sales training. Since 2012, the mission of HubSpot Academy is to transform the way people and businesses grow, offering online courses for the digital Age: lectures, projects, certifications, skills management software.

Nowadays, HubSpot has become the main symbol of the Inbound movement, with over 60 thousand certificates each year. The courses developed by the HubSpot experts are translated into 4 languages and every day in the world there are hundreds of people who achieve certifications.

As an official learning resource for HubSpot, the HubSpot Academy aims to educate and inspire people everywhere in the world, helping them learn how to do marketing, to sell, to grow their business in inbound optics.

HubSpot Academy Courses: how they work

Within the company, the HubSpot Academy courses are addressed to:

Entrepreneurs

Marketing Managers

Sales Managers

Social Media Manager

There are many reasons why to follow a course of the academy HubSpot or to propose it to collaborators and employees:

Sales Need energy

Traders have difficulty managing the contacts provided by the Marketing team

The company wants to increase contacts and then more sales

The commercial policy in place is not satisfactory and is sold only in the presence of promotions or discounts

You need to personalize communication with different customers

And in any case, despite being ironed in the topic, following a course hubspot in a free way you get the certification, becoming Inbound Specialist: An excellent reward for the time invested in training.

Access to the courses is carried out by the CRM, entering the academy website. HubSpot.com. At this point you just have to explore the home page, looking for the course more in line with your needs to meet.

The original language of each course is of course English (American), the translations available are in German, Spanish and Portuguese. Most of the courses are available in a free way.

Each experienced HubSpot specializes in a particular field and keeps the courses taking advantage of the power of the videos. In addition to direct explanations from experts, the videos have examples of slides and concrete cases that facilitate the comprehension of the most important concepts.

A transcript of everything that is illustrated during the online lesson is also available: this material (which can also be printed) is very useful, both because it is easier to understand than the oral explanation (being in English language) Both because the paper support helps in the study, in the storage and allows you to take notes or insert personal notes in the texts.

What is CRM or Customer Relationship Management?

When HubSpot peeps into the company, then the whole way of doing business changes. The tools and services made available guarantee a complete Management of both the Marketing and Sales areas. But there is more: the possibility that HubSpot offers its customers to do training-online and free-in these areas.

We talk about the HubSpot Academy and how its courses work.

HubSpot Academy is a world leader in inbound Marketing and Sales training. Since 2012, the mission of HubSpot Academy is to transform the way people and businesses grow, offering online courses for the digital Age: lectures, projects, certifications, skills management software.

Nowadays, HubSpot has become the main symbol of the Inbound movement, with over 60 thousand certificates each year. The courses developed by the HubSpot experts are translated into 4 languages and every day in the world there are hundreds of people who achieve certifications.

As an official learning resource for HubSpot, the HubSpot Academy aims to educate and inspire people everywhere in the world, helping them learn how to do marketing, to sell, to grow their business in inbound optics.

HubSpot Academy Courses: how they work

Within the company, the HubSpot Academy courses are addressed to:

Entrepreneurs

Marketing Managers

Sales Managers

Social Media Manager

There are many reasons why to follow a course of the academy HubSpot or to propose it to collaborators and employees:

Sales Need energy

Traders have difficulty managing the contacts provided by the Marketing team

The company wants to increase contacts and then more sales

The commercial policy in place is not satisfactory and is sold only in the presence of promotions or discounts

You need to personalize communication with different customers

And in any case, despite being ironed in the topic, following a course hubspot in a free way you get the certification, becoming Inbound Specialist: An excellent reward for the time invested in training.

Access to the courses is carried out by the CRM, entering the academy website. HubSpot.com. At this point you just have to explore the home page, looking for the course more in line with your needs to meet.

The original language of each course is of course English (American), the translations available are in German, Spanish and Portuguese. Most of the courses are available in a free way.

Each experienced HubSpot specializes in a particular field and keeps the courses taking advantage of the power of the videos. In addition to direct explanations from experts, the videos have examples of slides and concrete cases that facilitate the comprehension of the most important concepts.

A transcript of everything that is illustrated during the online lesson is also available: this material (which can also be printed) is very useful, both because it is easier to understand than the oral explanation (being in English language) Both because the paper support helps in the study, in the storage and allows you to take notes or insert personal notes in the texts.

The courses have a variable duration: from a minimum of 2 hours up to a maximum of 12-13. Each course is subdivided into modules and each module proposes videos of about 30-45 minutes each. As we Intuit, the organization is optimal to allow entrepreneurs and employees to advance in training, because being online each lesson can be paused and listened to at any time, 24h a day and 7 days out of 7.

As you progress through video viewing, the HubSpot Academy’s graphics show the learner’s position in the path: this way you can see how much is missing to complete a form or the entire course.

At the end of the course, there comes the fateful moment of the final verification: a test with 60 questions, multiple-answer, always in English, to be completed in 90 minutes, without distractions or possibility to stop the timer.

The certification is obtained if the final results show at least 75% of the correct answers.

HubSpot Inbound: The best courses of the Academy

The Marketing section is one of the most developed of the academy HubSpot. The company first coined the term Inbound to indicate the new way to offer services and products on the market: without interrupting people in the course of their activities but becoming a point of reference in the sector.

Here the diffusion of useful and interesting content becomes a priority within the company Marketing strategy, because only through the educational and formative resources The company manages to attract new customers towards themselves (and continues to feed the Business).

What is CRM or Customer Relationship Management?

When the digital marketing professional faces daily challenges, one that truly poses a challenge is the implementation of a CRM or Customer Relationship Management.

The digital world is all data. Social networks, email marketing, a form or landing.

Today they are all contact points with potential customers and customers. And this assumes that if a potential client contacts at some point with my brand, I must at least “ask” a data, the email.

This approach leads us to every time brands and companies that implement professional marketing strategies, accumulate more and more data.

Well-structured and cross-processed data are key directors for decision-making. The accumulated and poorly managed data make us lose opportunities and revenue.

Hence the importance of working the unique data, with a CRM and then taking the step to an ERP (Enterprise Resource Planning).

But in this post we want to focus on the market vision of CRM or CRM Marketing.

That is to say, because it is absolutely necessary in digital marketing, that each company or brand (that is in digital or not) implant sooner or later a CRM system.

To see if I help a little to take the step…

What is CRM?
It is an acronym for the English acronym Customer Relationship Management. A anglicism more acquired in this world marketer. We like!!!

Its literal translations could be:

-Management of the relationships of the buyers.

– Management based on customer management (as Wikipedia tells us)

– Customer relationship Management.

Therefore, if we stick to these literal definitions, any company that defines a management model based on the relationships with its clients, its data and makes a final profit has a CRM.

Yes, you’ve read well, because what you’re thinking is the software that supports the CRM methodology.

CRM Professional Definition
So now that we’ve taken a step in the concept of CRM, it’s time to get wet and give your own definition.

Taking into account these key words: management, clients, strategy, data and decision-making.

A valid definition could be:

“It is the marketing strategy whose objective is to work for and for the client, managing all input and output inputs, through platforms or software integrated with the marketing and management systems of the company”

In short it is neither more nor less than the effective management of our clients and prospects or commercial opportunities. Worked under a program or software that gives us the platform and the resources to do it in a simple and effective way.

Or even more simplified:

… The strategy oriented to the satisfaction and total loyalty of the client…

CRM as a business philosophy
Now we’re clear, right? The most important thing is missing.

I can assure you that it is much more than a software. CRM is more than a process or methodology. It’s more than a strategy.

is to create and establish a business philosophy.

A philosophy that must be deep from the direction to customer service. From reception to the CEO or Executive Board.

It means guiding the whole company to the client. Take the customer as the center of every strategy. And this is what it costs to change. Because companies have resistance to change.

And I will transfer you from my professional experience, first hand to be immersed and lead CRM implementations in:

– Vodafone Spain, business unit of companies, with SAP.

– Picasso Museum Malaga: With a custom design in Microsoft Navisión for the marketing and commercial part, which in later phases would become an ERP.

– Windup Strategies: With the Teamleader solution integrated in Hubspot that we have launched this year.

Therefore, a Customer Relationship Management means:

“Orientate the business model and our digital marketing strategy to the client by 110%”

And tell me if I’m wrong, this is what digital marketing really has to pursue!!!

Types of CRM
Now that we have the concepts settled, we can not yet make a decision, without knowing the different types that exist in the market according to their:

Functionality.
– Operational CRM: Oriented to commercial management, sales or marketing.

– Analytical CRM: data-taking and analysis-oriented. Uses Data Mining.

– Collaborative CRM: When the client itself interacts and adds value to the system or model.

Adaptability.
– A half: When you are looking for a solution adapted to your business model because of its peculiarities.

For example at the Picasso Museum Malaga when I was Marketing Director; We wanted to integrate the Central Group reserve within the CRM itself. This led to a custom design.

At that time the central reserve moved around 70,000 visitors.

– Online and cloud: they are online platforms where all the data is in the cloud.

Costs.
-Payment: Simple No, you pay the fee and you have it.

– Free: You don’t pay and you have a reduced license or a trial period of several months.

Advantages of using a CRM marketing
We count the 6 main advantages of reorienting our strategy to Customer management:

  1. Unification of all databases in a single.
    Little more to say, we will be able to integrate the thousands of Excel sheets that exist with data in the company. Multiple CSV files or Acces sheets or any other format.

We will now have a single homogenized database on which we can work.

  • Data analysis and decision-making.
    It allows us to cross and cross data to be able to take well-oriented solutions to the market.

In addition to a single glance or click we will have the information ordered and analyzed.

In this sense we will be able to launch an email campaign marketng to clients whose:

  • Average annual purchase has been higher than 6,000 euros.
  • Be women between 30 and 45 years old.
  • They reside only in Malaga.
  • have two children.
  • have made your last purchase in the last month.
  • Segmentation of clients and opportunities.
    If we introduce the correct information, the CRM will allow us to segment in a thousand different ways. This will help us to make our marketing actions more effective and efficient.

We will also be able to detect real business opportunities and generate new ones based on the data collected and worked.

Some possibilities of segmentation would be:

  • Depending on your location or place of residence.
  • By the type of marketing action that I get (social ads, AdWords, email marketing…).
  • Type of company.
  • In which phase of our purchase funnel has been “trapped” that lead.
  • By age or volume of purchases or number of purchases made throughout its life cycle.
  • Recover missed opportunities. Maybe now if it’s the right time to re-impact the potential customer.
  • CRM and email marketingare very good friends.
    To tell you, they integrate perfectly and complement each other. Get the most out of your email marketing campaigns by crossing data and more data.
  • Multidevice and multi-platform.
    CRM in the cloud and online platforms are accessible from any device and anywhere.

Therefore it is an ideal solution for the commercial team, for distributors or franchisees and for all the personnel of the company.

  • Greater control of the customer’s life cycle.
    This last point is key. I ask you do you really know the life cycle of your client?

Do you know what the total average purchase is, how long is it with you?, what kind of upselling or crosselling will do?

All of these questions have a solution with a Customer Relationship Management.

To take into account to choose the best CRM software
Now that we are almost experts we will take another step.

As in every sector when choosing a CRM market offers many solutions adapted to the type of business, needs and budget to be spent.

We give you indicators to evaluate to choose the best option:

Simple, fast and single-click implementation.
At the present time where time is money, the success of a good CRM is that the team is him by to 150% in the shortest possible time.

Find simple, intuitive solutions with training resources.

Scalability, that the CRM adapts to the growth or decrease of the company.
Once the solution is chosen, it must last in time for all that it brings to the organisational, technical, human and cost level. That’s why it has to be a tailor-made suit.

Flee from those who sell you something static!!!!!

Question What if in my company 6 new employees enter. And if my database goes from 500 contacts to 5,000. If I need new features.

Foreseeing is always better than lamenting!!!

Technical and commercial support.
Important that the brand has a good technical and commercial service, agile and operative.

But before you know it, the employees will have given back to the customer management platform.

Personalization and integration.
Analyzes the level of software personalization. What modules you have adaptable to your business model.

Key that integrates with other platforms of email marketing, inbound marketing, social media…

Online platform and Cloud.
This point would not have to include it but it must be a digital platform accessible from any place. A positive point could be that also had a management App to synchronize with your mobile device.

Other features.
This aspect is often overlooked and it is critical to know the resource bank that also offers you.

A simple example might allow you to add extensions to Chrome that make the processes more efficient and productive.

CRM Tools
And now if you can make a choice between the wide range of solutions available:

  • Sales Force
  • Zoho
  • Hubspot CRM
  • Teamleader
  • Sum CRM
  • Microsoft Dynamics CRM
  • Sage
  • Oracle
  • Sap
  • Imb

Good luck!

When HubSpot peeps into the company, then the whole way of doing business changes. The tools and services made available guarantee a complete Management of both the Marketing and Sales areas. But there is more: the possibility that HubSpot offers its customers to do training-online and free-in these areas.

We talk about the HubSpot Academy and how its courses work.

HubSpot Academy is a world leader in inbound Marketing and Sales training. Since 2012, the mission of HubSpot Academy is to transform the way people and businesses grow, offering online courses for the digital Age: lectures, projects, certifications, skills management software.

Nowadays, HubSpot has become the main symbol of the Inbound movement, with over 60 thousand certificates each year. The courses developed by the HubSpot experts are translated into 4 languages and every day in the world there are hundreds of people who achieve certifications.

As an official learning resource for HubSpot, the HubSpot Academy aims to educate and inspire people everywhere in the world, helping them learn how to do marketing, to sell, to grow their business in inbound optics.

HubSpot Academy Courses: how they work

Within the company, the HubSpot Academy courses are addressed to:

Entrepreneurs

Marketing Managers

Sales Managers

Social Media Manager

There are many reasons why to follow a course of the academy HubSpot or to propose it to collaborators and employees:

Sales Need energy

Traders have difficulty managing the contacts provided by the Marketing team

The company wants to increase contacts and then more sales

The commercial policy in place is not satisfactory and is sold only in the presence of promotions or discounts

You need to personalize communication with different customers

And in any case, despite being ironed in the topic, following a course hubspot in a free way you get the certification, becoming Inbound Specialist: An excellent reward for the time invested in training.

Access to the courses is carried out by the CRM, entering the academy website. HubSpot.com. At this point you just have to explore the home page, looking for the course more in line with your needs to meet.

The original language of each course is of course English (American), the translations available are in German, Spanish and Portuguese. Most of the courses are available in a free way.

Each experienced HubSpot specializes in a particular field and keeps the courses taking advantage of the power of the videos. In addition to direct explanations from experts, the videos have examples of slides and concrete cases that facilitate the comprehension of the most important concepts.

A transcript of everything that is illustrated during the online lesson is also available: this material (which can also be printed) is very useful, both because it is easier to understand than the oral explanation (being in English language) Both because the paper support helps in the study, in the storage and allows you to take notes or insert personal notes in the texts.

The courses have a variable duration: from a minimum of 2 hours up to a maximum of 12-13. Each course is subdivided into modules and each module proposes videos of about 30-45 minutes each. As we Intuit, the organization is optimal to allow entrepreneurs and employees to advance in training, because being online each lesson can be paused and listened to at any time, 24h a day and 7 days out of 7.

As you progress through video viewing, the HubSpot Academy’s graphics show the learner’s position in the path: this way you can see how much is missing to complete a form or the entire course.

At the end of the course, there comes the fateful moment of the final verification: a test with 60 questions, multiple-answer, always in English, to be completed in 90 minutes, without distractions or possibility to stop the timer.

The certification is obtained if the final results show at least 75% of the correct answers.

HubSpot Inbound: The best courses of the Academy

The Marketing section is one of the most developed of the academy HubSpot. The company first coined the term Inbound to indicate the new way to offer services and products on the market: without interrupting people in the course of their activities but becoming a point of reference in the sector.

Here the diffusion of useful and interesting content becomes a priority within the company Marketing strategy, because only through the educational and formative resources The company manages to attract new customers towards themselves (and continues to feed the Business).

What is CRM or Customer Relationship Management?

When the digital marketing professional faces daily challenges, one that truly poses a challenge is the implementation of a CRM or Customer Relationship Management.

The digital world is all data. Social networks, email marketing, a form or landing.

Today they are all contact points with potential customers and customers. And this assumes that if a potential client contacts at some point with my brand, I must at least “ask” a data, the email.

This approach leads us to every time brands and companies that implement professional marketing strategies, accumulate more and more data.

Well-structured and cross-processed data are key directors for decision-making. The accumulated and poorly managed data make us lose opportunities and revenue.

Hence the importance of working the unique data, with a CRM and then taking the step to an ERP (Enterprise Resource Planning).

But in this post we want to focus on the market vision of CRM or CRM Marketing.

That is to say, because it is absolutely necessary in digital marketing, that each company or brand (that is in digital or not) implant sooner or later a CRM system.

To see if I help a little to take the step…

What is CRM?
It is an acronym for the English acronym Customer Relationship Management. A anglicism more acquired in this world marketer. We like!!!

Its literal translations could be:

-Management of the relationships of the buyers.

– Management based on customer management (as Wikipedia tells us)

– Customer relationship Management.

Therefore, if we stick to these literal definitions, any company that defines a management model based on the relationships with its clients, its data and makes a final profit has a CRM.

Yes, you’ve read well, because what you’re thinking is the software that supports the CRM methodology.

CRM Professional Definition
So now that we’ve taken a step in the concept of CRM, it’s time to get wet and give your own definition.

Taking into account these key words: management, clients, strategy, data and decision-making.

A valid definition could be:

“It is the marketing strategy whose objective is to work for and for the client, managing all input and output inputs, through platforms or software integrated with the marketing and management systems of the company”

In short it is neither more nor less than the effective management of our clients and prospects or commercial opportunities. Worked under a program or software that gives us the platform and the resources to do it in a simple and effective way.

Or even more simplified:

… The strategy oriented to the satisfaction and total loyalty of the client…

CRM as a business philosophy
Now we’re clear, right? The most important thing is missing.

I can assure you that it is much more than a software. CRM is more than a process or methodology. It’s more than a strategy.

is to create and establish a business philosophy.

A philosophy that must be deep from the direction to customer service. From reception to the CEO or Executive Board.

It means guiding the whole company to the client. Take the customer as the center of every strategy. And this is what it costs to change. Because companies have resistance to change.

And I will transfer you from my professional experience, first hand to be immersed and lead CRM implementations in:

– Vodafone Spain, business unit of companies, with SAP.

– Picasso Museum Malaga: With a custom design in Microsoft Navisión for the marketing and commercial part, which in later phases would become an ERP.

– Windup Strategies: With the Teamleader solution integrated in Hubspot that we have launched this year.

Therefore, a Customer Relationship Management means:

“Orientate the business model and our digital marketing strategy to the client by 110%”

And tell me if I’m wrong, this is what digital marketing really has to pursue!!!

Types of CRM
Now that we have the concepts settled, we can not yet make a decision, without knowing the different types that exist in the market according to their:

Functionality.
– Operational CRM: Oriented to commercial management, sales or marketing.

– Analytical CRM: data-taking and analysis-oriented. Uses Data Mining.

– Collaborative CRM: When the client itself interacts and adds value to the system or model.

Adaptability.
– A half: When you are looking for a solution adapted to your business model because of its peculiarities.

For example at the Picasso Museum Malaga when I was Marketing Director; We wanted to integrate the Central Group reserve within the CRM itself. This led to a custom design.

At that time the central reserve moved around 70,000 visitors.

– Online and cloud: they are online platforms where all the data is in the cloud.

Costs.
-Payment: Simple No, you pay the fee and you have it.

– Free: You don’t pay and you have a reduced license or a trial period of several months.

Advantages of using a CRM marketing
We count the 6 main advantages of reorienting our strategy to Customer management:

  1. Unification of all databases in a single.
    Little more to say, we will be able to integrate the thousands of Excel sheets that exist with data in the company. Multiple CSV files or Acces sheets or any other format.

We will now have a single homogenized database on which we can work.

  • Data analysis and decision-making.
    It allows us to cross and cross data to be able to take well-oriented solutions to the market.

In addition to a single glance or click we will have the information ordered and analyzed.

In this sense we will be able to launch an email campaign marketng to clients whose:

  • Average annual purchase has been higher than 6,000 euros.
  • Be women between 30 and 45 years old.
  • They reside only in Malaga.
  • have two children.
  • have made your last purchase in the last month.
  • Segmentation of clients and opportunities.
    If we introduce the correct information, the CRM will allow us to segment in a thousand different ways. This will help us to make our marketing actions more effective and efficient.

We will also be able to detect real business opportunities and generate new ones based on the data collected and worked.

Some possibilities of segmentation would be:

  • Depending on your location or place of residence.
  • By the type of marketing action that I get (social ads, AdWords, email marketing…).
  • Type of company.
  • In which phase of our purchase funnel has been “trapped” that lead.
  • By age or volume of purchases or number of purchases made throughout its life cycle.
  • Recover missed opportunities. Maybe now if it’s the right time to re-impact the potential customer.
  • CRM and email marketingare very good friends.
    To tell you, they integrate perfectly and complement each other. Get the most out of your email marketing campaigns by crossing data and more data.
  • Multidevice and multi-platform.
    CRM in the cloud and online platforms are accessible from any device and anywhere.

Therefore it is an ideal solution for the commercial team, for distributors or franchisees and for all the personnel of the company.

  • Greater control of the customer’s life cycle.
    This last point is key. I ask you do you really know the life cycle of your client?

Do you know what the total average purchase is, how long is it with you?, what kind of upselling or crosselling will do?

All of these questions have a solution with a Customer Relationship Management.

To take into account to choose the best CRM software
Now that we are almost experts we will take another step.

As in every sector when choosing a CRM market offers many solutions adapted to the type of business, needs and budget to be spent.

We give you indicators to evaluate to choose the best option:

Simple, fast and single-click implementation.
At the present time where time is money, the success of a good CRM is that the team is him by to 150% in the shortest possible time.

Find simple, intuitive solutions with training resources.

Scalability, that the CRM adapts to the growth or decrease of the company.
Once the solution is chosen, it must last in time for all that it brings to the organisational, technical, human and cost level. That’s why it has to be a tailor-made suit.

Flee from those who sell you something static!!!!!

Question What if in my company 6 new employees enter. And if my database goes from 500 contacts to 5,000. If I need new features.

Foreseeing is always better than lamenting!!!

Technical and commercial support.
Important that the brand has a good technical and commercial service, agile and operative.

But before you know it, the employees will have given back to the customer management platform.

Personalization and integration.
Analyzes the level of software personalization. What modules you have adaptable to your business model.

Key that integrates with other platforms of email marketing, inbound marketing, social media…

Online platform and Cloud.
This point would not have to include it but it must be a digital platform accessible from any place. A positive point could be that also had a management App to synchronize with your mobile device.

Other features.
This aspect is often overlooked and it is critical to know the resource bank that also offers you.

A simple example might allow you to add extensions to Chrome that make the processes more efficient and productive.

CRM Tools
And now if you can make a choice between the wide range of solutions available:

  • Sales Force
  • Zoho
  • Hubspot CRM
  • Teamleader
  • Sum CRM
  • Microsoft Dynamics CRM
  • Sage
  • Oracle
  • Sap
  • Imb

Good luck!