HubSpot is a powerful yet simple platform that helps many companies grow. But it might not be the right choice for you. In this article, we’ll explain what makes HubSpot the right choice for B2B.
HubSpot is founded on the premise that buyers have changed over time. The buyer’s journey is more complicated than ever and customers explore and research on their own before they decide to buy. Buyers hate being told to – they want to decide to buy on their own. Or at least feel like it. HubSpot is designed to do just that. Make sure, that buyers feel like they decided on their own. Cold calling is no longer the talk of the town. Valuable content and lead generation are. And that’s exactly why so many companies are seeing success with HubSpot.
But the question remains, is HubSpot the right choice for your B2B company? As a Platinum HubSpot Partner, we’ll give you the answer.
RELATED ARTICLE: The B2B sales process has changed – can you keep up?
Who benefits from HubSpot?
HubSpot is the platform for scaling companies. And that’s also where we see the platform provide the most value.
At Radiant we help customers implement HubSpot and execute sales – or in other words, Sales as a Service. That means, that we’re experts on when and where HubSpot can provide value for your company. So here it is, the 3 essential characteristics of B2B companies that will benefit from HubSpot.
#1 – B2B companies with a complex product or service
The more a prospect needs to know before deciding to buy, the more you need content to guide that prospect in the buyer’s journey. This content can inspire and educate the prospect and answer any questions they may have.
This form of marketing is also referred to as Inbound Marketing or Content Marketing and that’s exactly where HubSpot excels. And B2B companies doing Inbound marketing with great content, are the perfect fit for HubSpot, both in terms of the Marketing Hub and the CRM.
FURTHER READING: What is HubSpot and can it help increase your B2B sales?
#2 – B2B companies with a hybrid of transactional and relational sales processes
With complex products and services, often come long sales processes. For many companies, this process can go on for several months and in that period, it requires tons of resources to nurture relationships with each of them.
The right information, served at the right time, is crucial to close a deal and that’s where HubSpot shines. HubSpot is not only a CRM system but also a powerful marketing automation platform. It makes it possible to create automated email campaigns and content workflows, to make sure, that your prospects and potential clients get the exact information that they need, when they need it, to make the right decision and become a customer.
#3 – B2B companies with a narrow target audience
Companies working with a very narrow target audience can often benefit from HubSpot, since the system works great with well-defined segments.
You can segment your audience in a vast number of different ways and HubSpot will help you personalize messaging, create workflows and call-to-actions, and much more. That way you’re not just targeting your audience with content, but improving their experience. On top of that, you’re also tracking the behavior of your prospects, so that you will know exactly when sales should reach out and start a conversation.
MORE ABOUT SEGMENTATION: 3 tips for segmenting the customer database in HubSpot
HubSpot is the best choice for your B2B company if…
… you’re selling a complex product or service to a narrow target audience, going through a hybrid sales process from initial research to final sale.
In addition, you have to see value in using Inbound Marketing, Content Marketing, and Lead Generation as part of your work with HubSpot. It demands internal resources, both money and time, to implement a system like HubSpot. But if you prioritize the initial implementation process, and pick the right integrations like Vainu, Lasso X, and Contractbook, you’ll have a powerful engine with automated workflows, that will create leads, move them through the funnel and hand them over to sales at exactly the right time in the buyer’s journey.
Radiant is a certified HubSpot Platinum Partner and if you want to know more about our approach to HubSpot and Sales as a Service, please don’t hesitate to reach out to us. We’re always ready to help you grow your business better.