How Main Colours Assist HubSpot Construct a CRM That Prospects Love

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At HubSpot, buyer expertise comes first. All the time.

Whether or not our advertising crew is deciding on a time at which to ship an e-mail or our net crew crew is selecting the scale and site of a button on our homepage, the query we all the time return to is: “Will this be a superb expertise for our clients?”

As HubSpot’s Chief Product Officer, this customer-first precept is my guiding mild on the subject of product growth. And it is the explanation why we do not purchase know-how once we wish to ship a brand new product to our clients. We construct it.

This build-first strategy is changing into more and more uncommon in our business. Conventional SaaS firms have a tendency to accumulate different firms after they wish to considerably increase their product choices or rapidly enhance their buyer base. This will generally result in a fast uptick in income — in spite of everything, when an organization buys one other, it acquires all of its clients — nevertheless it’s typically a really damaging expertise for the shopper.

When two utterly completely different methods are cobbled collectively after an acquisition, the burden of creating them work collectively is foisted onto the shopper. Every firm most likely took a totally completely different strategy to product growth, leading to completely different underlying know-how, completely different processes, and completely different person interfaces.

Reconciling these variations with out inflicting friction for purchasers is an nearly unimaginable process. And when SaaS firms apply this strategy over time, the friction accrues, technical debt goes by means of the roof, and the shopper expertise steadily degrades consequently.

This strategy solves for the corporate implementing it, not the shoppers it is alleged to serve. That is why we do issues in a different way at HubSpot. In any case, it is not like us to observe the group.

When most firms have been doubling down on the outdated outbound playbook, we championed inbound approaches as a substitute. When most companies have been questioning whether or not distant work might ever work, we noticed the proportion of HubSpotters working from dwelling hit double digits lengthy earlier than 2020 pressured everybody’s hand. And whereas our business was nonetheless furiously targeted on funnels, we embraced the flywheel.

We’re completely different. It is in HubSpot’s DNA. It is even mirrored in our firm mission: we assist organizations develop higher. Not develop in line with the established order. Not develop by adhering to age-old playbooks. Develop higher.

Simply as we consider there’s a greater technique to develop, we additionally consider there’s a greater technique to construct. That is the place the Main Colours are available.

Meet the Main Colours

Our strategy to product growth is easy, and it permits us to create multiplicative advantages for purchasers that no different CRM platform provides. We deal with 5 foundational components that span all of our merchandise, and we work at enhancing every certainly one of them, all the time. These components are: Automation, Content material, Information, Messaging, and Reporting. We name them “Main Colours.”

Each certainly one of our Hubs – Content material Hub, Advertising and marketing Hub, Gross sales Hub, and Service Hub – contains a special mix of the 5 Main Colours, that means that each product on our platform is constructed on the identical underlying basis.

So when the product crew reveals as much as work day by day, the query we ask ourselves is not “Which Hub or characteristic will we work on immediately?” It is: “Which Main Shade will we improve?”

Because of this, once we add worth to at least one space of HubSpot, worth is routinely added throughout the complete CRM platform. And that enables us to ship a gradual stream of enjoyment to all of our clients on an ongoing foundation.

Listed below are 3 ways wherein this strategy permits us to supply distinctive worth to our clients within the crowded CRM market:

1. Steady enchancment throughout the platform.

“HubSpot is the proper, always-improving advertising software program” – evaluate on G2

The identical 5 Main Colours go into constructing every HubSpot product, so once we enhance one Main Shade, we enhance each Hub. And each buyer of each HubSpot product sees a right away profit, no matter a part of the platform they use.

For example, once we put money into making Reporting in Gross sales Hub extra sturdy, this robustness ripples out to each Reporting software throughout the HubSpot CRM platform. So Advertising and marketing Hub clients who use our Reporting instruments profit, Service Hub clients who use our Reporting instruments profit, as do Content material Hub clients — all as a result of we invested in enhancing only one Main Shade.

2. Simple adoption of latest merchandise.

“We rapidly adopted the Gross sales Hub Professional and Advertising and marketing Enterprise for our rising wants. It has been among the finest selections we have now made” – evaluate on G2

Since all of our Hubs are constructed on the identical Main Shade basis, our clients can count on a well-known, quick, and pleasant person expertise each time they add a brand new characteristic or product to their tech stack. This implies clients can take pleasure in the advantages of every new addition instantly, with no time misplaced to coaching, integration, or new-system frustration.

As HubSpot’s co-founder, Dharmesh Shah, places it: “Our clients’ time-to-joy is decreased.”

As soon as a buyer learns tips on how to use Automation in, say, Advertising and marketing Hub, they immediately understand how Automation works in all of HubSpot’s merchandise throughout the CRM platform. In order their firm scales and provides new merchandise, options, and integrations to their tech stack, they will count on consistency, not complexity.

They do not must relearn how Messaging works or how Information is saved each time they add a brand new Hub — one thing they’d seemingly must do in the event that they have been working with a system that had been cobbled collectively by means of acquisitions or in the event that they use completely different instruments for various customer-facing groups.

3. The power to run a whole enterprise on a single platform.

“I can handle the web site, CRM, e-mail advertising and all different efforts in a single single place. This enables me to have a single location for all my knowledge Reporting and have a single supply of reality” – evaluate on G2

With HubSpot, fast-growing firms can run their complete enterprise on a single system, as a result of HubSpot provides the identical insights and energy to entrepreneurs, salespeople, and repair professionals alike.

And when all groups at an organization are understanding of the identical acquainted system, silos crumble, knowledge is centralized, and data flows freely. The entire crew has entry to the identical beneficial insights, permitting them to grasp their clients higher and ship a seamless expertise throughout each touchpoint.

For instance, when an organization’s advertising crew makes use of Advertising and marketing Hub and its gross sales crew makes use of Gross sales Hub, each groups achieve entry to the identical buyer knowledge in a centralized CRM. And since each Hubs provide similar performance for recording and storing Information, it turns into equally straightforward for every crew to entry not solely the information they generate, but in addition Information the opposite crew generates.

This provides entrepreneurs and salespeople a holistic view of the shopper, enabling every of them to tailor their ways and personalize their outreach. If a prospect is displaying specific curiosity in advertising content material a couple of sure characteristic, the gross sales crew can see this data within the shared CRM and can know to deal with that characteristic on their subsequent name with the prospect.

They needn’t wait on a advertising report or depend on an impersonal script – they will personalize their outreach and hone in on a prospect’s particular areas of curiosity, all on account of each Hubs being constructed on the identical basis.

Constructing Otherwise, Rising Higher

The challenges that firms face in 2021 are new, so our strategy to constructing our merchandise must be new as nicely. With the rise of the hybrid office, we’re all discovering our work lives intersecting our dwelling and household lives, too. That raises the bar on what we count on from enterprise software program.

Folks use HubSpot to energy their companies, to offer for his or her households, to assist their communities thrive, and in lots of circumstances, to make the world a greater place.

It is now extra essential than ever that our CRM platform expertise looks like one thing you’d use on the weekends, not simply Monday morning.

That is why we’re fiercely dedicated to constructing software program that has enterprise-grade energy mixed with consumer-grade intuitiveness and an expertise as pleasant as that supplied by the apps all of us use in our private lives.

At HubSpot, our bar is ready by what our clients want, not what our rivals have carried out in previous many years. With the 5 Main Colours powering our platform and our unwavering dedication to by no means compromise on buyer expertise, we’re excited to proceed to assist our clients develop higher in 2021 and past.

 

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