In the last couple of weeks since we crossed the big pond to attend Inbound 2016, we have been taking a look at some of the new features and tools from HubSpot that can help digital marketers create and maintain a better online marketing strategy.
While the Content Strategy and Collect tools, and then Composer all help in the content creation process, there were also some great new features particularly focused on helping the sales team harness the power of the marketing plan to engage with potential leads, and one of those is Messages.
Carpe diem for the sales team
It’s great to be able to monitor a visitor to your site, see what they clicked on, read, downloaded, shared, etc, but it can often happen that having shown an interest in your product or service, they move on to other considerations, possibly competitors, possibly even just other everyday things, and the chance to engage is gone. True, you can follow up with an email or call, but the moment has passed.
Messages allows your sales and marketing team to work in harmony by allowing the sales team to act on visits to your online content created by your digital marketing team to chat with website visitors in real-time. Let’s face it, the best time to help prospects is when they are on your site, already showing an interest in what you have to offer. For example, if you see a visitor going to your pricing pages, chances are, they are considering making a purchase, so it’s best practice to approach them on that level.
The feature helps the sales team connect with these qualified leads just at the time when they are most engaged, rather than with a follow-up email or call after they have seen what they wanted, and then left.
The benefits of HubSpot Messages are obvious:
- Target the Right People at the Right Time
Smarketing, that is smart marketing that aligns the marketing and sales teams, is an important part of any business’s success. But all marketing and sales teams get along and are on the same page, right? Well, no, not always. The sales team might have this image of the marketing team.
While marketing may see the sales team as something like this.
But making sure your web content is aligned to sales is one of the key elements of a killer website, and with targeted messages, this is made even more effective because you can spend your time chatting with the prospects that matter most, based on the pages they view. You decide which contacts will be prompted to chat and on which pages. The chat dashboard makes it easy to manage multiple conversations; and each conversation includes relevant information about the contact, pulled directly from the HubSpot CRM.
- Keep Track of Conversations
Chats are automatically synced to the contact’s timeline in the HubSpot CRM. Messages makes it easy for you to include internal notes about the conversation, or create follow up tasks, making it a natural part of your sales process.
- Simple to Set Up
It’s easy to customize the look and feel of your chat window, create targeted messages, and embed Messages on your site.
The painful part: How much does Messages cost?
Messages is included with HubSpot Sales Pro (subscription is $50 per user per month) and includes email open and click tracking, Templates, Meetings and Sequences.
What if you are not available to chat?
Sales is a busy environment, so there will obviously be times when you are not available for a live chat, or maybe, perish the thought, you are not working, but there’s no need to worry about that. You can set a default team member to reroute to, allowing them to take the reins. If that colleague is also unavailable, you can set things up so that the message from your potential customer will be emailed to you and the contact will be notified that their request has been sent, ensuring they know they are not being ignored.
Targeting with Messages
When you create a new targeted message, you get to decide who sees it and which pages it will appear on. You can set it so that all site visitors see the message, or limit it to certain contacts based on what you know about them. This is especially helpful if you want to be able to target visitors who already have a contact owner, or who’ve visited the page a certain number of times. If they are still not ready to make a purchase, no problem, they can be entered back into the marketing funnel to be offered more great content that will push them along until they are ready.
How to sign up
Messages will be available in early 2017, but if you are interested in taking part in the beta program, you can express your interest here.
Want to find out more about how Get Focused, a leading HubSpot partner, can help you create a great digital marketing strategy that will increase traffic to your website, generate leads and help you close the sales that will drive business growth? Go to the phonebooth and book a call with us.