To improve the way you manage deals and track revenue opportunities, you decided to invest in a customer relationship management system (CRM).
In your case, you chose Hubspot CRM, which includes a wealth of CRM features that allow you to manage your sales pipeline and customer relationships.
However, as your customer database grows, you find yourself with new needs that require custom automations and features.
One thing has become clear: you need to resort to other solutions besides Hubspot's simple automation tools.
In this article, we'll discuss some of the built-in features of Hubspot and other product integrations that can help you supercharge your revenue operations.
What is CRM Automation?
With customer relationship management tools, like HubSpot CRM, you can track and manage engagement with customers. But time-consuming manual computation takes time away from the valuable expertise of your salespeople.
CRM automation takes care of tedious customer engagement tasks so that your sales teams can focus on more valuable efforts like prioritizing leads and closing deals.
Automating some of these CRM tasks can reduce the time spent on many aspects of your sales and customer service process, including data entry, email sequences, chats, reports, and workflows.
For example, you could set up personalized email campaigns based on customer segments, or log customer interactions automatically.
Benefits of CRM automation
Needless to say - automating your CRM can save you a lot of time and resources.
But, it also comes with less obvious benefits.
Automating your CRM tasks will boost your team’s performance, empowering them to carry out multiple tasks at once. This will enable them to follow up with leads quicker which may result in a higher close rate.
Plus having streamlined CRM tasks means that sales and customer service will communicate more effectively, potentially leading to an improvement in customer satisfaction.
Finally, improvement in customer satisfaction can lead to higher retention rates and boosting profits.
Hesitation for automation within customer relations could stem from a fear of alienating the customer from personalized interaction with the business.
However, CRM automation can actually free up your sales team to give them more time for personalized, human interaction with customers where it matters most.
CRM automation examples
Within this section, we will show specific automation examples for Hubspot and how they can be implemented.
Trigger new CRM entries from external actions
Hubspot has built-in integrations with many apps and platforms that allow you to transfer your data easily between systems.
Here are the top 5 built-in integrations that are frequently used by the Hubspot community:
- Gmail - Log and track emails sent in Hubspot
- Google Calendar - Automatically book and log meetings in Hubspot
- Hubspot for WordPress - Transfer form responses and store contacts to analyze them in Hubspot
- Slack - Get notified by incoming chats from your website
- Calendly - Automatically create leads in Hubspot when someone books a call
If you can’t find an existing integration that works with Hubspot and your platform, you can always use Zapier to create custom integrations. It only takes a few minutes, and it’s really easy to set it up.
Automate Hubspot customer segmentation
Tackling a big contacts list can be daunting. Customer contact information is constantly changing, so you need a reliable way to keep up.
Plus, if you store data in more places than just Hubspot, you need a way to combine your contacts and segment them into groups.
A manual data export and merge can take forever, and creating segments manually can drag on for days with a high likelihood of human errors.
If you want to carry out segmentation in Hubspot you can use their active lists feature. These lists automatically update when contact information changes, keeping all your customer segments up to date.
If you want to combine your Hubspot data with other sources, and then segment your customers by some criteria all in one platform, then you can use Intersect. Using Intersect, you can easily create customer groups based on your own custom criteria and also automate this process to execute automatically according to your schedule.
Automatically enrich your Hubspot contacts
Hubspot can automatically enrich your contacts entries, by referencing their records database of over 20 million businesses.
With just your prospect's corporate email address, HubSpot can link the email domain to a business and provide you with more information about your prospects.
Hubspot sales pipeline automation
When a deal moves from one stage to another, specific affiliated tasks are required. For example:
- Deal is likely to be closed, a reminder email should be sent
- Trial is over, the sales rep should follow up
- Plan is downgraded, incentive and follow up should be performed
Since these tasks are repetitive and predictable, it really makes sense to set up all materials and automate them to execute as soon as an event happens.
Luckily, you can set conditions in Hubspot for automating tasks that are happening on the deal stage, and Hubspot will run them for you.
Automate Hubspot reporting
It’s no surprise that around 82% of companies say they use their CRM systems for sales reporting and process automation.
Initially, with low data volume, it’s definitely easier to use Hubspot’s reporting features. It makes sense to use their reporting features to create simple reports right where your data is housed.
However, if you need to create custom reports for multiple teams, external tools can provide greater processing power. It's logical to use more specialized reporting tools that offer customization since CRM's primary purpose is to manage and organize your customers and deals.
If you want to customize and automate your reporting, Intersect is the perfect solution for you. Easily merge your data, calculate all sorts of metrics, and visualize it in a shareable dashboard or report.
Plus, you can create scheduled reports that are sent out via email with real-time data. This means that everyone on your team will have easy access to the latest data, without sifting through your database or CRM.
Beyond Hubspot analytics with Intersect
In most cases, your Hubspot plan will include most of the "highly-requested" features.
However, there are hundreds of custom requests coming from the community every day.
Almost all requests pertain to higher-level reporting and analytics.
It’s clear that Hubspot could never satisfy all these requests. HubSpot aims to be the best CRM platform, so reporting or calculations aren’t a primary focus for them...
But, fear not because they are for us!
With Intersect, anyone can create and automate customized reports and calculations. Using this tool, you can jump right into building calculations and reports on top of your CRM, without waiting for Hubspot's decision-maker to prioritize your feature.
Here are some unsupported features in Hubspot that we can help you with today:
1. Schedule HubSpot sales activity report
Hubspots’ activity reports do not fully reflect how much time salespeople spend researching and cleaning prospects. With Intersect you can build and schedule an activity report that will track recent changes to email address, recent changes to a phone number, updating LinkedIn information, and when those changes were made.
2. Consolidated report for all pipelines
Hubspot only allows for one pipeline analysis. Through Intersect, all pipeline data can be consolidated and compared in one report.
3. Custom social media engagement reports
Currently, Hubspot's Social object has very limited reporting capabilities. With Intersect you can build Facebook reports and be able to see clicks, shares, interactions, etc. included in the report when that activity meets the date range specified.
4. Advanced Facebook Ad performance reports
It’s really important for the customer success and reporting team to be able to show custom reports about ads in a dedicated Dashboard. At the moment HubSpot only offers pre-set reports around ads that cannot be edited.
With Intersect you can build a custom report, that includes the following information:
- CTR (Click-through rate)
- CAC (Customer Acquisition Cost)
- Ad spent / cost for an ad campaign
- Ad impressions
- Ad clicks
- CPC (Cost per click)
- Cost per MQL
- Cost per SQL
5. Report on ad spend by lifecycle stage
Currently, this is not supported in Hubspot. With Intersect, you can easily set up this report and quantify the impact of ad spend at the lifecycle level, which would be extremely helpful for ROI reporting and strategy.
6. Track behavioral events at the Account level
Behavior analysis on Hubspot is limited, and there is no Account-level analysis, a feature that B2B companies desperately need. Intersect allows you to group behavior events by accounts, visualize them in a report, and schedule them to run automatically.
7. Track change in score and % of movement with Hubspot score data
Lead scoring is one of the most used features in Hubspot. However, this score can change over time, and sales and customer teams should be able to track that change. Hubspot currently doesn’t support that functionality, but you can easily set up a custom report with Intersect that will visualize the change in score and the percentage of movement over time.
8. Filter unique ABM target accounts from Hubspot data
Very often, companies with different business units will have separate sales pipelines in place. The ABM feature in Hubspot provides a lot of information, but for companies of this caliber, all of their data is mushed together and there is no good way to analyze their sales pipeline separately. With Intersect, you can easily filter per sales pipeline, team, or marketing campaign and visualize reports to better understand attribution.
You can always search our Hubspot library to find other interesting automations that you can build with Intersect.
It is our hope that this article helped you learn more about automations with Hubspot and how to scale your revenue operations with your growing customer base.
Feel free to contact us if you have questions about elevating your Hubspot analytics and automations. We can’t wait to assist you.