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!