7 Takeaways From HubSpot's Dublin #partnersummit18
1) Grow Your Business With Fast, Measurable & Automated Customer Service
Tickets. Your customers can submit a help request via your website or a dedicated support email address, and a 'ticket' will automatically be created. These tickets then act like deals, they can be assigned to specific members of the team, allowing your business to track it through to resolution . This can be linked to automation - for example customers can receive automated responses to let them know their request has been received, automatically assign tickets to the relevant team members, and send a survey request to ask for feedback once the request has been marked as resolved.
Knowledge Hub. A knowledge hub is like an easily searchable blog but for FAQs and videos for customers. Think of all the times you answer the same types of questions from your customers - the answers to these questions can be answered in article and video format. This would become a fantastic resource for your customers and make it quick and easy for them to find answers to their questions - no waiting on hold, no phone calls, no waiting for a response through emaill. If you are a HubSpot user, you may have used the HubSpot academy, in which case you'll have seen the power of creating lots of content for your existing customers.
Feedback/Surveys. You can easily send NPS surveys and automated feedback request emails for tickets once completed or marked as resolved - and this can be linked to automation. For example, if someone gives you a score of 9-10, you could send an automated email asking for an online review. Similarly, if someone gives you a score of 0-3, it could trigger a task for a senior person to review the customer account.
To find out more about the Service Hub go to https://www.hubspot.com/products/service
2) HubSpot is becoming a platform you can run your business on.
HubSpot has always had a large base of third party apps and software programmes. HubSpot's aim for the future is to enable you to run your whole business on their platform.
Below is a series of slides showing the sheer number of marketing software programmes available today (for the full graphic go to https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/):
3) HubSpot have done a great job on GDPR
- GDPR toggle - there is now a simple switch in the HubSpot settings which can be turned on to allow GDPR features to be switched on.
- New 'lawful basis' contact property - there is a new contact property called 'lawful basis to communicate' where you can select your rationale for contacting each contact in your database.
- Subscription types - email types have now changed to subscription types, to allow users to opt out of specific subscriptions clearly and easily.
- Notice & consent - there is a new form field which allows business owners to collect explicit consent to communicate and to process data, or simply to provide a notice of use of data via legitimate interest as well.
- Get consent via email - HubSpot have created an 'insert subscription confirmation link' feature for emails, allowing you to send emails to your list and ask them to confirm their consent easily.
- Cookie consent pop up.
- Unsubscribe links will now also be included in sales emails e.g. Templates and Sequences, as well as marketing emails.
- Ability to perform a GDPR-compliant deletion of someone's data, as well as to export their data if they request it.
4) The Future Of Online Lead Generation Is Live Chat - Fully Automated
Most marketers love online chat - an opportunity to quickly chat directly with website visitors. However the question or problem that always gets raised is having someone who will be available to man the online chat - most small businesses don't have the manpower, and therefore their online chat is mostly unavailable.
Automated bots solve that problem - HubSpot have been working on bots for several years and now have this functionality available in some portals. It allows you to plan a sequence of questions and comments for your online chat bot which can be fully personalised and most importantly fully automated. It also makes it fast for your customers and prospects - much faster than waiting for a call back, and faster than filling a form in.
Done well, it will allow you to have one to one conversations with your web visitors at scale.
5) HubSpot and Facebook are working closely together
6) E-commerce Improvements
We'll often recommend alternatives to HubSpot for E-commerce websites, but HubSpot have now made a few significant advances in E-commerce. The first is their full integration with Shopify, the cloud-based E-commerce platform. The second is their E-commerce Bridge, which will make it possible for other developers to easily create similar integrations with other platforms.