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Why Choose Hubspot: With HubSpot's Jim Tata on The ROI Online Podcast Ep. 105

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The ROI Online Podcast
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Channel Account Manager Jim Tata on Why Choose Hubspot: The ROI Online Podcast Ep. 105
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Channel Account Manager Jim Tata on Why Choose Hubspot: The ROI Online Podcast Ep. 105
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obviously we can handle. You know, we replace the big names all the time, but in terms of getting yourself set up, I find it's it's companies who want a crafted solution that's there for them. They don't want to be using duct tape to take old pieces of software and connected to this and do that. It's It's an It's an open mindedness to your tech stack that will allow you to really streamline everything I find CRM or marketing implement. Implementations that don't succeed are when companies are too hung up on previous software or outdated software or pieces of software that just won't connect. Yeah, so I would say it's it's if I had just use one phrase. It's open mindedness, love that mindset. And I I agree, because I always think people ask, Well, Steve, what's you know? What's the segment that you you specialize in and and I I finally landed on it, and it's a progressive minded business leader who's recognized that if they're going to scale, they need to get their technology stack the foundation solidified and in place, and that means they have to choose technology that be able to grow and scale and adopt other unique technologies that's unique to their industry. And so what are they doing? They're searching for that platform that's open and that can scale and guess where that is.
So if if you can describe the perfect person perfect business owner, that's a perfect fit to take advantage and exploit the tools that hubspot offers. What would that person look like to you? Yeah, What would their company look like to you? Yeah, well, it's I almost don't want to put it in too much of a box from A from a size. But when I say I find the companies that are most successful with HUBSPOT specifically, the decision makers or the owners are the ones who are open minded in the sense that they are not too hung up on previous processes or previous pieces of software. You know, obviously we can handle. You know, we replace the big names all the time, but in terms of getting yourself set up, I find it's it's companies who want a crafted solution that's there for them. They don't want to be using duct tape to take old pieces of software and connect it to this and do that. It's It's an It's an open mindedness to your tech stack that will allow you to really streamline everything I find CRM or marketing implement. Implementations that don't succeed are when companies are too hung up on previous software or outdated software or pieces of software that just won't connect. Yeah, I was so I would say it's It's if I had just use one phrase. It's open mindedness, love that mindset. And I I agree, because I always think people ask, Well, Steve, what's you know? What's the segment that you you specialize in and and I I finally landed on it. And it's a progressive minded business leader who's recognized that if they're going to scale, they need to get their technologies to act, the foundation solidified and in place. And that means they have to choose technology that be able to grow and scale and adopt other unique technologies that's unique to their industry. And so what are they doing? They're searching for that platform that's open and that can scale and guess where that is. Now it's hum spot. Yeah, yeah, and I It's so funny. We didn't even rehearse that, that we both thought open minded. This was the answer. Um, it's almost like it gets as a business owner. It gets to a point where I love using car shopping as an analogy. It's just as you can tell by doing the limo analogy earlier. But like if you're a business owner, it almost gets to a point where, like, okay, I'm done buying after market parts for this vehicle. I need a new vehicle, and that's kind of where Hubspot comes in is when you finally have that decision. As a business owner said, I need a vehicle that was crafted intentionally, altogether versus one that was put together after the fact, and that's the simplest way to put it excellent.
So next question I get is like, Why is hubspot crm free? Yeah, so we have our CRM that is free because because it's a lot like Spotify and and it's so funny. When I first got hired by Hubspot, that was the first analogy they taught me was I said, it's like Spotify and I meant, How does Hubspot like Spotify? We're talking about a business CRM and a music streaming service. And they said, Well, think about this. You know, if you want Spotify free, you can get your core goals done in listening to music. Pick your artist right you can. You can. You know you can save some things, but not everything you can't download. You know, it's it's You can do what you need to get done, but it's very manual and not streamlined. And then all of a sudden you get a Spotify membership, get unlimited skips, you can save more, you know you get the higher quality streaming. Same idea with hubspot is that you are free. CRM is an excellent tool, especially if you're a solo preneurs or or you know, you're you're very strapped. It's an excellent digital roller. Dex and we have some excellent free tools that come along with that. Now, as you start to hit that ceiling of streamlining, Okay, Now I want to send more emails because I want to start doing, you know, proper email marketing or I want to replace the male champion. Okay, these leads are excellent that I have with hubspot starter level. But now I actually need some automation because I don't have the bandwidth to follow up. Okay, Time to go to professional and get some automation. So it's free because if you're scaling, we want to scale with you and I always use Spotify. The Spotify analogy tends to have people understand it the most. But I would say, you know, I get on a lot of sales calls where folks are like, I love hubspot. This is awesome. And but we're just starting out. I said, no matter what, sign up for a free CRM and get in there and use that as your system of record. And then, ideally, you'll get the r O I on the level you're at, and you'll start seeing the return on that investment pun intended with this podcast, and you'll start to you know, scale up as you need to. And that's kind of the idea of the premium, as we call it. You know, when when they rolled out the CRM and and said it was free, I thought about it for a while. It's like for a couple of months, and I kept asking myself. But what was the strategy of rolling out such a great tool that they could legitimately charge for? I mean, it's competitive. Was Salesforce and others right? And why? But why are they giving it for free? I kept asking myself, and then then it kind of hit me as an agency. My challenge, working with a business owner is moving them from a marketing centric, website centric mindset into that. We're actually empowering your sales process by designing assets across your platform to support your sales process. And it just dawned on me that by going sales first getting set up in a CRM, you've just helped me set my business owners up for success because now we're thinking right, what assets should we create to support the sales process? Well, that would be something they would fill out a form and download what would that be? Well, that's coming from a landing page. Now we're walking in backwards, and we're actually set our team up for success. Even better, because we're thinking sales first instead of marketing first, right? And I talked about almost reverse engineering that funnel from what we need. It's almost like it's almost like you're reverse engineering and then you're like, Oh, okay, this is where we need help So we know what our goals are. We know what we need to do to be a profitable business. Let's reverse engineer that with the number of meetings and then and then Okay, we have our 1 to 1 metrics down. But how many leads can? How many conversions? How many marketing qualified leads do we have coming in? How can we fill the top of that funnel? And then once it's full, how do we turn that funnel into a flywheel? So it's constantly feeding itself, and we're delighting customers and there's referrals. So, yeah, I think I think that's spot on in terms of, you know, a good reason why we probably made that shift in recent years. Yeah, so smart. And, you know, it just helps you think about what the activities that were helping your team do is grow the value of your business, not just get leaves, you know, it's like there's all these other activities were actually building an asset that's going to be evergreen and valuable. And at some point, if you if you sell your company, think about this conversation the person is buying, your company is going to go. Well, how am I going to pay for this? Well, let me show you right here in our CRM. Look at this data here. Look at all these contacts that we have contact records that are generated at least three or four a day. Then that drops into this follow up system. And not everybody is at the same stage, so they're going to hang back and evaluate Perfect. We've got emails nurturing, keeping them up to date on what's going on so that when they're ready, what do they do? They're gonna raise their hand, and then when they raise their hand and gets delegated to sales person B, and that process is automated through the work like that, that that process is there, it's not like you. You're relying on someone to move those levers manually. It's so funny to talk about those metrics and what you need and you someone buying your business. I always watch Shark Tank and you can tell, you know, it's almost like it's almost so simple. You can tell who has a CRM and who doesn't because they know their numbers. And Mr Wonderful is always like, Well, you know, you know, he's like, What's your average margin? You know, how many how many customers do you have? What's your existing client? And you know what? Your nutrition and I'm just like when the people are rattling off numbers like, Oh, they're measuring that they know. And it it all comes down to what you've chosen to to measure that and if you know it. And I think a tool like a CRM in hubspot specifically is excellent at getting you started and perfecting that for
So here's another question I get is like Is hubspot a good CRM? I mean, I would say we are the number one crm for scaling companies. Um, and what I mean and what we mean by that is that if you you know, you started off by saying, If I'm an entrepreneur, if I'm someone who's establishing something from a business standpoint, we are the best choice for that and obviously clearly unbiased. But But what I mean by that is that we because we can handle these businesses of all these different, you know, sizes and industries. We are probably the best crm, especially if it's your first foray into looking into this tool. Um, and I would because of the different levels, from our free to our starter, to our professional, to our enterprise, you know, and and, you know, once again, biased answer. We have a stellar sales team that can help discover, prescribe and diagnose based on your needs. So, yeah, I would say we are the best if your company is scaling. I've worked with a bunch of CRM, and when I ran into him spots it's so intuitive. It's so easy. It's easy to customize its. There's so many things about it that really made my job as a salesperson. Easy. It's intimidating to adopt a new software, especially especially if you're looking at some of the bigger players out there. You know, you know, you have your salesforce. Is your dynamics all of those? I mean, I mean, I'm not going to deny those aren't powerful pieces of software, but the word intimidating, you know, is almost an understatement there, because there's there's a When I was with that office supply company and I was I was managing a sales team. I used to have to create reports and not in hubspot, you know, in Salesforce, and I got pretty good at it. But then, you know, I was almost like the goat. I almost became like an engineer because then other sales manager is coming to me. Hey, can you make this report for me? Because I knew that I knew how to do it. Whereas hubspot to your point, the U X is just as powerful, but it's much, much easier for someone. I mean, you don't have to hire an admin to use our software. I think that says everything
What? Jim, here's another question I get is like, What is hubspot sales? Yes, So Hubspot. So you talked about marketing, right? And And funnel Funnel is kind of a dirty bad word because we've retired the fun and we moved on to the flywheel. But just for today's podcast demonstration purposes, I want you to visualize the funnel. So you talked about HUBSPOT marketing? That's like that top of the funnel I'm talking about, right conversion. Get them, You know, nurture those folks. Now. HUBSPOT sales is when you take that top of the funnel and you change that one too many marketing conversation to a 1 to 1 sales conversation. So that's where you have. Okay, great marketing, qualified lead they They're now a sales qualified lead. Let's talk to them 1 to 1, and however, your organization decides to transition that conversation. That's where hubspot sales can help. You know if someone hits the pricing page on your company's website or fills out a certain form right, that's where you can say okay, time to assign this to a salesperson and have a salesperson act and try to get that that first meeting with them or whatever you're the first step in your sales processes. So it's a set of tools, actually. What is sales hub? Yeah, yeah. What does the spot sales have? Sales is that is, Are those 1 to 1 sets of tools that we're talking about? You know, so early on in this conversation, I talked about the idea of when I walked in. All of a sudden I had meetings, right? So the idea of someone filling out a form being converted getting an email from me, a 1 to 1 email for me and getting my meetings link those are some of the examples of the sets of tools that come in with HUBSPOT sales. And, oh, by the way, you know, help. So it has a free CRM, which I know we're going to talk about in a bit. But a lot of the sales tools are enhancing the free CRM with your 1 to 1 outreach, and you can on top of that. Now I'm really talking with that first chevron in the funnel transition. Now, on top of that, you can measure your revenue. You can create your opportunities. You can make sure that your sales team is following the processes through playbooks and through measuring, you know, deal records. Um, so So really, it's It's to your point. It's a set of 1 to 1 tools to not only start the conversations on a 1 to 1 basis, deepen those relationships and then you can manage and measure the pipeline on a 1 to 1 basis. Yeah, you know, imagine So you're you have a salesperson, right? And so you're expecting the salesperson to document their activities because you're trying to get an idea of whether they're being effective, how you can support them. Maybe you you're trying to figure out what they need as far as a template or or some materials that they could send on that would support them in their sales process. You've You've set a schedule on a calendar with a salesperson before. And so if these things are, you have to Frankenstein a system together generally to coordinate that and empower the salesperson be more effective online, and that sales hub has them all nicely integrated so that actually we're not expecting that salesperson to do extra documentation. We're actually supporting and facilitating that sales person with helpful materials and technology are you trying to say that sales people avoid adman Mark? I hate it, right? I always Here's what as a salesperson is like, Well, they want me to fill out a report. Will you know if you're wrong or you didn't put the right time or whatever. Just like Well, Steve, you're Are you being honest here? Dude, I'm you're asking me to do report, but reporting myself give you a cudgel to hit me with Because I'm not hitting my quota when I am hitting my quota. And it's like you want to avoid these inherently as a salesperson Just because it's hard enough just to sell. I would agree. I think another thing that's great about our sales tools is that sales is a science of numbers and this is long before my time at HUBSPOT. I believe that if you can reverse engineer, you know your revenue goals from all right. If I need to hit X amount of dollars in my quota, that means I need to close X number of deals, which means I need to have X number of proposals X number of meetings, X number of calls, and you reverse engineer that I think with Hubspot. What's great about that is once you have those numbers established in terms of what's effective as a salesperson, you can focus on selling. My emails are automatically being logged. If I'm creating enough deals and I know I'm hitting my deal creation numbers, I can feel good that it's automatically being measured. And my my manager, my director, whoever I'm reporting to as an individual sales contributor knows what I'm doing without me feeling like I'm doing data entry. You know, I would say that's been the biggest thing. And then two other aspects that are huge are the playbooks. So if I'm conducting the meeting for the first time Oh, man, this is my first time selling this really complex deal. I have a playbook that I can follow, and then on top of that, okay, if I'm moving this deal through our stages as we have it set up as an organization, Okay, I'm gonna move this from discovery to negotiation. Oh, nope. I actually have to have these aspects filled out. I need to know this information. So I always joked at these tools these once one sales tools keep sales leaders from having to micromanage by just instilling a process that they don't always have to be checking in on. It's just there, and in order to move the deal forward, you need to have the right pieces of information.
So what does HUBSPOT do for marketing? Wow, that is that is, once again, a very loaded question because hubspot, you know, started out as a marketing platform, right? So, I mean, if we're rattling off features, right, we can we can create your content through, You know, we can have your blog. We can. We can actually host your social media. We can do your email marketing that, in and of itself can replace three or four disparate tools, right? But really, what? What I like to say if I'm simplifying it for marketing is we can streamline your top of the funnel activities from conversion all the way to handing it off to a 1 to 1 conversation, whether it's sales or account management. So it's It's not only about the creation of content, it's about measuring the conversion and making sure that your communication is effective. You know, think about what you're expecting of your marketing person in your in house. Okay, so I want you to, like, write this great article. Let's get it on our blog. Let's push it out to social media. But then let's measure to see if it's any good, and then Let's let's document who's looking at it. And if they filled out a form and what did we follow up to nurture them a little further to where we do get to have a sales conversation? That's a huge expectation. And I think the key word you said there was measure right, because when you have everything in one place versus a cobbled together Martek platform, it's tough to measure. You know, I I've seen people who have a cobbled together Martek platform who are trying to measure in an Excel spreadsheet or a Google sheet. They're like, Well, they hit this, and then this is a conversion, whereas and I say, Hey, if if you move to Hubspot, you know, we have this kind of reporting out of the box, so so measuring, measuring that effectiveness doesn't disrupt your team from creating great content and doesn't disrupt the sales team from having to put together numbers in terms of leads coming in. So yeah, I think I think if you're talking about the platform play, if you're talking about consolidation of tools, measure is a big part of that. So
Yeah. So, like, what can Hubspot do for me as a business owner, right? Yeah. Yeah. And And, you know, I'm gonna do my best to not sound like I'm just spewing company lines here and give kind of my my opinion on it. You know, you're gonna hear me say a lot of two things a lot on this podcast. You're going to hear the best crm are the number one crm for scaling companies and gonna hear me say, crafted, not cobbled. And And the reason this relates to your question is that if you are a if you are a company and you're looking to set up your tech stack not just Martek, not just crm not just, you know, customer service. Hubspot is really like a one stop shop for you to set up a platform and a single source of truth for all the departments in your business to work out of. So there's no friction and confusion, especially when your team selling or you're trying to light a customer. So when you say just one stop, there's all these different technologies that people want to use, right? But the thing that's exciting to me, is like hot spots. An open platform. Correct? Yeah. And and that's why it's it's so funny. A lot of people who come to Hubspot, you know, expecting Hey, I need you know, I need I need an email blasting tool. We can do that. Oh, I need a customer service tool. I need a chat, bot. You know, I need to I need to measure my revenue for my sales team. So and this is the reason we have these hubs. Hubspot is that you have these different hubs that can take care of these different aspects of your business. But the truth of the matter is, were most successful when were used as a platform from the top of the funnel. Strangers hitting your website to you, delighting your customers post sale and keeping them happy and keeping them referring new business in. So yeah, it's, you know, I spend a lot of my first discovery calls with clients sorting that out. All right. What are you looking for? What are your goals? What are your challenges? Okay, here's my prescription. And what's funny is as I've my tenure at HUBSPOT has grown. I found that more and more, the entire platform becomes the answer versus just one piece and then to your original point. If there's so much out there, you know you can create an inbound marketing strategy with with a bunch of different disparate tools. But you get you get, like, a Frankenstein of systems and it and it can be good and it can be cost effective. But you're going to spend a lot of soft cost labor hours trying to connect those systems. So the benefit of hubspot is is the fact that it's all in one spot, and it's extremely scalable, too. I can see, you know, as companies you have to make decisions on technology, but it's costly, and it's changed management and getting people acclimation oriented. And then later you figure out you've outgrown it and you have to start over. But the beauty about Hubspot it's extremely scalable. I would agree. What's interesting is if you could hear the different types of zoom calls I'm on all day. I you know, I'll give you an example. I was just on a call yesterday with a bootstrapped startup that's two people, and they're trying to start a hard seltzer company and then fast forward. Two hours later, I'm talking to a you know, a 2000 person, you know, commercial real estate lender that needs an enterprise solution. And I think that's one of the things that's about Hubspot is exactly right. Is it scalable? Whether you are a solo preneurs or you are the Enterprise multinational company, we can now be that solution. And I would say 5 10 years ago, that may not have been the case and we might have been thought of as not being able to handle that. But we definitely can now, and that's been a goal of ours.
So the next question I hear a bunch is what can I do with HUBSPOT? Yeah, that is That's a loaded, vague question in a good way. Um, because I mean, really, you can do, uh, you know, we have our we we we have our funnel. Well, now we have our flywheel right where you have people who are searching you for the first time or strangers that are hitting your website for the first time, right? Hubspot can help you at that front. Where there you're converting those leads. You're you're gaining business. Intel. You're gaining traction all the way through the entire customer acquisition process to the end where you have happy customers and you're sending out surveys or you're having them refer new business in and really, we can do everything in between. So what hubspot can do When someone asked me that I usually say, Whoa, we need to take a step back. What do you want? Hubspot? You? What are your goals? And then let's go from there because it's so powerful. And if you really want to talk about everything hubspot can do, I need about a 4 to 5 hour meeting with you. Well, I'd like to. I like to answer that. Is this we? We think that our website is supposed to, like, get us some leads. And so that's kind of where we're stuck as a business owner is like, This is where the world is going to revolve around this website that's getting us leads. But what you. But what you realize after a little bit is Dad, let's assume it's successful. The lead comes in what's coming into your organization? Who's it going to? What are we going to do with this lead? Who's going to follow up? Are we going to document conversations right? What are the resources that we're gonna use in that process? And then, then how do we communicate with them if they become a client? And then if, If there's if there's change in our company or were team selling, where do we go to find out? You know the tale of the tape? Where do we get that recorded history from when they first filled out a form on our website all the way through to when they first engaged with us one on one and our sales team and then after that when they were assigned, you know, maybe they're on boarded onto our product. Or then they were assigned a customer service rep. You know, where can we go to get a single source of truth there? And yeah, to your point, the outreach, the streamlining and the recorded history of that cannot be done within our tool. Yeah, imagine a centralized place that everybody looked at a client's contact record and could see the history of of communications from your team. The history of visits, documents viewed, downloaded pages on your website viewed all these things. They're right there. And it's a cohesive tool that your coordinate your team to better serve the people that you develop a relationship and bring into your organization. Yeah, and And another phrase we hear a lot in that same vein is reducing friction, right? Because you know, when marketing is handing off leads to sales, you know, hubspot can reduce that friction because it's all in one spot or when sales are saying Okay, this is great. I'm about to close this deal, but what actually brought them to our product? Was it a blog post? You know, Was it did they convert on a form. Was it a webinar that we did? All of that can be tracked. I always. I always joke that there's always the It's like the brother and sister fighting its marketing and sales, pointing the finger at each other. You know, marketing is like I gave you all these great leads. How come you're not giving us credit and sales are saying I sourced this lead. You didn't give it to us. And by having a single place where the alignment of marketing and sales is there and you use reporting and you use things like you know attribution to find that out, you stop that finger pointing and you realize that they start working together and they start to value each other more. Um, so, yeah, I think I think that that's the reduction. You know, not only the great streamlining of external communication, but the reduction of friction internally among teams has been a huge benefit. Okay,
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