Hubspot Tools For Keeping Your Marketing And Sales Aligned

When there are different departments engaging with a customer throughout the customer lifecycle, it is important to deliver a consistent customer experience. It is the marketing team that interacts the most throughout the customer lifecycle. And, it is the sales team that initiates the interaction that will turn the prospect into a customer. The point of contacts after this transition includes servicing support and account management service.

You need to deliver the same experience throughout the journey. However, it requires a lot of planning when it comes to keeping your sales and marketing teams aligned. Following are the tools you can use to keep both aligned.    

  • Defining ideal buyer profile
  • Identifying ideal qualified Leads
  • Setting up lifecycle stages
  • Defining your service level agreements

Defining ideal buyer profile

First of all, you need to define your ideal right qualified leads. You don't want to nurture anything that bears no fruit for your business. When the buyer profile is not well-defined, the marketing team might generate some leads and the sales team will not be able to sell generated leads. The customer you get will be an unhappy one. You will have to invest more resources on customer satisfaction.

Let’s see this with an example. Considering that your customer is some other company, find answers to the following questions to define ideal buyer profile:

  • Is that industry/customer ideal for you?   
  • What is the ideal size of the company you can serve?
  • Is there any geographic location ideal for you?

You need to find answers to many other questions and sometimes make some changes accordingly. For example, the mean of communication being used by the customer/company. If your customer is using PayPal as a payment method, you need to do HubSpot PayPal. Keep in mind that the profile should be well-defined.

Identifying ideal qualified lead

Once the profile is defined, it’s time to identify leads that meet the profile. Here is how you can automatically identify and categorize qualified leads:

Create custom contact properties for data points you have included within the ideal buyer profile description. Let’s do it with an example. According to your ideal buyer profile, you can serve small healthcare and technology companies having employees less than 5,000. Here is how you can create custom contact properties:

Industry: Make it a drop-down select property with the following two choices:

1. Healthcare
2. Technology

Country: Make it a drop-down select property. You can use suggested option lists simply by clicking “load options”.   

Number of Employees: while defining drop-down select options, there should be non-overlapping ranges in the drop-down.

Setting up lifecycle stages
Some of the leads may not be sales-ready. You need to manage leads through lifecycle stages. You can use HubSpot’s lifecycle stages to manage leads through your sales funnel. Here is how you can do that.

Define lifecycle stages for:

  • Lead
  • Marketing qualified lead
  • Sales qualified lead
  • Customer and more

Build SMART lists for lifecycle stages.

List your contacts.

Defining your service level agreements
Now it’s time to move your leads through the sales funnel. Here you need to define Service Level Agreements, some key processes both marketing and sales team agree on.  Your marketing and sales SLA may include:

  • Type, quality and quantity of leads to be passed over a period of time.
  • Lead handoff process and timing
  • Sales follow-up process

HubSpot is the most ideal platform for taking care of marketing and sales. Most of the features and tools a small business needs are free of cost. And there are add-ons and integrations such as HubSpot PayPal integration, HubSpot Stripe integration and a lot more.   

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