Empowering Marketing and Sales with HubSpot: Take your business to a new level with HubSpot's inbound marketing, SEO, analytics, and sales tools

Cover
Title Page
Copyright and Credits
Contributors
Table of Contents
Preface
Part 1: HubSpot – Starting Off HubSpot
Chapter 1: Overview of HubSpot – What you MUST Know
	Technical requirements
	Setting your brand colors and logo
	Connecting your website to HubSpot
	Connecting Google Analytics to HubSpot
	Filtering out personal traffic
	Setting up your subdomains – landing pages and blog
	Verifying your email domain
	Connecting your social media accounts
		Managing contacts and creating lists
		Understanding properties
	Tips for building your own custom properties
		Contact management
		Filters
		Lists
	Exploring tools for every marketer
		Calendar tool
		Campaigns tool
		SEO tool
		Projects tool
	Analyzing ROI and performance
	Summary
	Questions
	Further reading
Chapter 2: Generating Quick Wins with HubSpot in the First 30 Days
	Technical requirements
	Increasing website traffic
		Analyzing the top pages that bring traffic to your website
		Doing a keyword research
		Optimizing each page with the chosen keyword having a high search volume but low SEO difficulty
		Link building
		Using your team and network to amplify your social media posts
	Increasing conversions
		Adding exit popups
		Adding a chatbot
		Optimizing your forms
	Generating more qualified leads
		Building a lead nurture for each form existing on your website
		Building a retargeting campaign to further engage and convert contacts emerging from your best-performing channels
		Creating an educational webinar
	Generating more opportunities for sales
		Giving away part of your service
		Recording "How to" videos for a critical part of your process
		Offering a free consultation (no strings attached)
		Re-engaging past sales opportunities
	Summary
	Questions
	Further reading
Chapter 3: Using HubSpot for Managing Sales Processes Effectively
	Prerequisites
	Defining your sales process
	Setting up your sales process in HubSpot
	Best practices for managing your sales pipeline in HubSpot
		When to set up multiple pipelines
		How to create a deal and ensure your reps fill in all the required fields
		Customizing what field reps see on their accounts
		Choosing the correct deal amount on a contact record
	Using deal automation features to amplify your efficiency
		Reporting
		Setting up views that allow your reps to complete their daily tasks
	Summary
	Questions
	Further reading
Chapter 4: Empowering Your Sales Team through HubSpot
	Technical requirements
	Identifying new leads in less time
	Using the prospects tool
	Prospecting better with email templates and sequences
		Templates
		Automating your outreach with email sequences
		Centralizing all communication with prospects using a shared inbox
	Connecting with a prospect at exactly the right time
		Email tracking
		Email scheduling
		Getting instant notifications when prospects land on your website
		Connecting over the phone and keeping a record with the calling feature
		Landing more meetings and closing more deals
		Save time booking meetings
		Sending documents and knowing if they were read
		Using the quotes tool to get signed deals
	Summary
	Questions
	Further reading
Part 2: Scaling Your Business with HubSpot
Chapter 5: Increasing Online Visibility Using HubSpot's SEO Tool
	Technical requirements
	Knowing the importance of SEO and how it increases your organic traffic
		SEO 101 – understanding the basics
		Adding tags
	An overview of HubSpot's SEO tool
		Pillar pages
		Subtopics
	Gaining insights from the analytics in the SEO report to further increase your website traffic
	Getting a holistic view of your content's performance
		What will this integration give you?
	Utilizing on-page SEO in HubSpot
	Summary
	Questions
	Further reading
Chapter 6: Getting Known Through Social Media on HubSpot
	Technical requirements
	Deciding which platform is right for your business
	Understanding the importance of your company's presence on social media
		Increasing brand awareness
		Generating leads and increasing conversions
		Nurturing engagement with followers and customers
		Checking your competitors' actions
	Understanding HubSpot's social media tool
	Connecting social media platforms to HubSpot
		Creating social posts
		Checking engagement
	Analyzing the results
	Summary
	Questions
	Further reading
Chapter 7: Expanding Your Reach with Paid Ads Managed on HubSpot
	Technical requirements
	Getting to know how the HubSpot ads tool works
	Connecting your LinkedIn Ads account to HubSpot
	Connecting your Facebook ads account to HubSpot
	Connecting your Google Ads account to HubSpot
	Installing the pixel tracking code
	Building an ad audience
		Creating a website visitor's audience in your HubSpot account
		Creating ads
	Tips for optimizing the ROI from your ad campaigns
		Using other HubSpot tools to optimize your ad campaigns
	Creating retargeting ads for contacts within HubSpot
		Analysis of ad campaigns
		Analyzing the ads report
	Summary
	Questions
	Further reading
Chapter 8: Conducting a Portal Audit
	Identifying issues in your HubSpot portal
	Step 1 – implementing structure and order in your portal
	Step 2 – mapping your customer journey
	Step 3 – performing a technical audit
		Are your domains connected?
		Is your website connected to HubSpot?
		Checking your branding
		Checking your unsubscribe pages
		Checking your social media and paid ads connection
	Step 4 – conducting an audit for your Marketing Hub
		Contact fields and segmentation
		Understanding where your leads come from
		Auditing your email campaigns
		Effective lead management
	Step 5 – conducting an audit for your Sales Hub portal
		Custom fields
		Deal pipeline and stages
		Sales tools
	Step 6 – prioritizing which problems to fix first
	Summary
	Questions
	Further reading
Chapter 9: Converting Your Visitors to Customers
	Technical requirements
	Creating forms and using their features
		Choosing your form type
		Adding fields to a form
		Optimizing the form by adding dependent or progressive fields
		Preventing spam submissions and ensuring data privacy
		Adding a follow-up email
		Defining the next steps once a form is submitted
		Designing the form
		Setting your form live
	Creating a landing page in HubSpot
	Building lead-nurturing workflows
	Building a nurturing workflow for an upcoming webinar
	Summary
	Questions
	Further reading
Chapter 10: Revive Your Database with HubSpot Email Marketing Tools
	Technical requirements
	Building an effective email marketing strategy
	Setting up an email in HubSpot
	Analyzing the results of your email
	Optimizing the email for best performance
		A/B testing
		The smart module
		Personalizing the content
	Summary
	Questions
	Further reading
Chapter 11: Proving That Your Efforts Worked Using the Reports
	Technical requirements
	Creating marketing reports to track your success
		Building traffic reports
	Creating sales reports that help your sales teams close more deals
		Activity leaderboard report
		Deal leaderboard report
		Opportunities by Original Source
		Deals won by source
		Closed Lost Reasons
	The reports your management team cares the most about
		Revenue forecast
		Deal time spent in each stage
		Number of opportunities created
		Deal velocity
		HubSpot dashboards
	Best practices for building reports
		How to use the data from the different analytics reports in HubSpot to boost your campaigns
	Exploring third-party tools that can give further insights into your reports
		Supermetrics
		Databox
		Mixpanel
		Dealtale
		Dear Lucy
	Summary
	Questions
	Further reading
Part 3: Is HubSpot Right for Your Business?
Chapter 12: Inbound or Outbound – Which Is Better for Your Business?
	Implementing inbound marketing for your business
		Building awareness with inbound marketing for a new product launch
	Converting traffic to customers using inbound marketing
	Businesses that thrive best with inbound marketing
	Scaling your marketing with inbound marketing
	Increasing sales with inbound marketing
	Summary
	Questions
	Further reading
Chapter 13: Leveraging the Benefits of the Marketing Flywheel
	Technical requirements
	Achieving faster growth and increasing profit with the flywheel
		Aligning teams for outstanding customer experience
		Implementing systems and processes to facilitate a RevOps strategy
	Aligning marketing and sales using HubSpot properties
		Setting up HubSpot using a sales-focused approach
		Setting up HubSpot using a buyer-focused approach
	Using RevOps to boost business sales
		Connectivity and security strategy
		Unifying communication between marketing, sales, and service
		Personalization at scale to improve customer experience
		Testing the impact of the flywheel
	Summary
	Questions
	References
Chapter 14: Using HubSpot for All Types of Businesses
	Is HubSpot right for your business and team?
	HubSpot for B2B technology companies
		Marketing for B2B technology companies
	HubSpot for SaaS companies
		Sales management for SaaS companies
		Marketing for SaaS companies
		Customer service for SaaS companies
	HubSpot for manufacturing companies
		Sales for manufacturing companies
		Marketing for manufacturing companies
	HubSpot for e-commerce businesses
		Service for e-commerce companies
	HubSpot for healthcare companies
	HubSpot for automotive companies
		Sales for automotive companies
		Service for automotive companies
	HubSpot for insurance companies
		Marketing for insurance companies
	Summary
	Question
	Further reading
Assessments
Index
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