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4 minute read
HubSpot is an incredibly powerful CRM that can transform the way you manage relationships, automate processes, and drive growth. Yet, many users find themselves only scratching the surface of its potential, often missing out on features that could dramatically boost efficiency and enhance customer engagement. If your business is using HubSpot but feels there’s more to uncover, you’re not alone. Optimising your HubSpot setup could be the key to maximizing your investment and achieving measurable results.
Below, we’ll dive into the ten most common missed opportunities in HubSpot and how to leverage each to transform your CRM experience.
1. Advanced Workflows
Workflows are one of HubSpot’s most versatile tools, automating everything from email follow-ups to deal stage updates. Many users set up basic workflows but don’t explore the advanced options. With conditional logic, for instance, you can create branching workflows that adapt based on user behaviour or contact properties, personalizing engagement at every turn.
Workflows can also be used for internal notifications, such as alerting a sales rep when a high-value lead revisits a product page. Combining workflows with lead scoring or lifecycle stages takes automation to a new level, enabling timely follow-ups and ensuring leads aren’t left waiting. This efficiency boost not only saves hours of manual work but also allows your team to focus on what they do best: building relationships and closing deals.
2. Dynamic and Personalised Content
HubSpot’s dynamic content feature lets you personalise the experience across website pages, emails, and CTAs based on each contact’s profile. Imagine a user returning to your website after showing interest in a specific service—rather than seeing a generic message, they’re greeted with content tailored to their previous engagement.
Dynamic content can include location-based CTAs, different website messages for leads versus customers, or even language localisation. Personalisation has been shown to increase engagement and conversion rates, making it a powerful feature for businesses looking to stand out. This kind of customisation brings you closer to your audience, building connections that feel more personal and authentic.
3. Detailed Segmentation and Targeting
Most users segment their contacts, but advanced segmentation allows for even more targeted marketing. You can create refined segments by combining multiple filters, such as lifecycle stage, engagement history, or purchase behaviour. This level of segmentation empowers you to deliver highly relevant messages that resonate.
High-impact segments could include “engaged leads who haven’t converted,” “new subscribers,” or “frequent buyers.” By honing in on these specific groups, you can tailor content that addresses their needs, encouraging them to take the next step with your business.
4. Custom Reporting and Dashboards
HubSpot offers an impressive range of reporting tools, but many users stick with default reports. Custom reporting lets you focus on the metrics that matter most, whether that’s lead-to-customer conversion rates, pipeline progress, or email open rates. Custom dashboards allow different teams to track relevant KPIs, aligning your entire organization on the path to growth.
Data-driven decisions require reliable insights. By tailoring your reports and dashboards, you ensure that every team member has the information they need to optimise their work. If your team is drowning in data but lacking direction, custom reports can be a game-changer.
5. Lead Scoring
Lead scoring ranks your prospects based on behaviour, fit, and engagement with your brand. By setting up criteria in HubSpot, you can assign points for actions like form submissions, website visits, or email interactions. This helps sales reps prioritize high-quality leads, reducing time wasted on unqualified prospects and ensuring timely follow-ups with potential customers.
Effective lead scoring requires a thoughtful setup that reflects your unique buyer journey. Done well, it gives your team the insight needed to engage leads when they’re most likely to convert, improving sales efficiency and bottom-line results.
6. Marketing Automation Beyond Email
While email automation is powerful, HubSpot allows for automation across other channels too, such as social media and SMS. For example, you can send SMS reminders to registered webinar attendees or set up workflows to publish social updates when new content goes live.
A multi-channel approach keeps your brand top of mind for your audience and increases engagement by meeting customers where they are. Integrating email, SMS, and social outreach in a cohesive strategy can help ensure that no leads slip through the cracks.
7. Knowledge Base and Customer Service Tools
Customer satisfaction is everything, and HubSpot’s Service Hub offers tools to streamline support processes. A Knowledge Base, for example, enables customers to find answers independently, reducing the load on your support team. Ticketing workflows can automate the intake and prioritisation of support requests, ensuring a timely response.
A robust Knowledge Base not only improves customer satisfaction but also allows your team to focus on more complex issues. In today’s fast-paced world, providing easy access to information is crucial for retaining loyal customers and building brand trust.
8. Account-Based Marketing (ABM)
ABM is essential for businesses targeting high-value accounts, and HubSpot’s ABM tools provide robust support. You can identify, track, and nurture specific accounts using customised workflows, targeted content, and relationship-tracking tools. This strategy enables you to invest more resources in key accounts, increasing your chances of closing larger deals.
HubSpot’s ABM tools allow you to offer a highly personalised approach, setting your brand apart from competitors and deepening your relationships with high-value clients.
9. Integration with Third-Party Apps
Integrating HubSpot with third-party apps streamlines operations and creates a more connected ecosystem. For example, integrating Google Analytics provides a more comprehensive view of campaign performance, while a Slack integration can send team notifications for real-time action.
By consolidating data from multiple sources, you ensure that all teams have the insights they need without switching between platforms. HubSpot’s App Marketplace includes hundreds of integration options, allowing for a tailored setup that fits your unique business requirements.
10. Sales Enablement Tools
HubSpot’s sales enablement tools, such as email sequences, playbooks, and templates, help standardise and optimise sales outreach. Playbooks, for instance, provide reps with scripts and templates they can use at various stages of the sales process, ensuring consistent, high-quality interactions.
These tools improve efficiency by reducing the time spent on repetitive tasks and streamlining follow-ups. When reps have quick access to templates, scripts, and sequences, they can focus on building relationships and closing deals, rather than managing administrative tasks.
Ready to Unlock HubSpot’s Full Potential?
HubSpot’s capabilities are extensive, and using them to their fullest requires not only knowledge but also time and strategy. Each of the opportunities discussed above offers substantial value when leveraged effectively, and often, an external partner can help navigate the complexity of a complete HubSpot setup.
If you’re ready to unlock your CRM’s full potential, King Henry offers expert services to assess and optimise your HubSpot usage. From setting up custom workflows to developing comprehensive reports and dashboards, we’re here to help you make the most of every feature HubSpot has to offer. Reach out to us today for a consultation or a HubSpot Portal Audit, and let’s get started on transforming your CRM experience.
