Building a robust base of promoters is a great way to stand out in today’s crowded marketplace. HubSpot integrations give you the comprehensive view of your sales funnel you need to transform more prospects into promoters.
Generating enough traffic, leads, and conversions is a consistent challenge for nearly every sales and marketing team. There is so much “noise” in our digital world that many consumers tune out boilerplate marketing in favor of things like word-of-mouth referrals. As a result, according to ProfitWell, customer acquisition costs (CAC) have risen 50% over the last five years. In many cases, CAC is even starting to outpace average order value (AOV) and customer lifetime value (LTV)!
One way to reverse this trend is to focus on building a base of “promoters” — customers so impressed by your business that they proactively vouch for and recommend it. However, even if you have a great product or service, fostering this level of enthusiasm for your brand is easier said than done. It involves ensuring that every touchpoint is calibrated to improve prospects’ and customers’ perceptions of your brand. It involves actively listening to your customers — and changing course depending on what they say. And it involves aligning all your internal teams — marketing, sales, and service — behind the same customer-centric initiatives.
To help you out with all this, we’ve pulled together a list of three key tips for building a base of enthusiastic promoters. Below, we’ll cover how HubSpot integrations like Actiondesk enable you to put these tips into practice in your everyday operations. Read on to learn why it’s important to:
- View prospects as potential promoters
- Create communities for prospects, customers, and promoters
- Go above and beyond to meet your customers’ needs
1. View prospects as potential promoters
Prospects want to feel valued. They want to see that they’re more than just pawns in a selling game and that you’re interested in attending to their needs with genuine care and concern. In our promoter-driven world, your goals should extend beyond closing a deal. From your very first marketing touchpoint, you should be thinking about cultivating and maintaining meaningful, long-term relationships with prospects. In short, think of them as potential promoters, not simply potential conversions.
One way to pave the path to promotership is to create a tailored sales experience for every prospect. This is where HubSpot features like HubSpot lifecycle stages and a HubSpot integration like Actiondesk that lets you view all your HubSpot data in an intuitive spreadsheet interface can be incredibly useful. Responding to prospects’ questions or requests in a timely manner is another cornerstone of building strong relationships. Whether you think an issue is trivial or pressing, it’s key to create the perception that you take each and every request seriously.
The great thing about a CRM solution like HubSpot is that it lets you sort your interactions with prospects by date and build automated response workflows. Maintaining the appearance of attending to everyone’s needs at the same time can be tough — you’re really busy! — but pairing HubSpot with Actiondesk makes it far easier.
2. Create communities for prospects, customers, and promoters
Promoters are so valuable because they serve as a sort of “secondary sales team” for your company. Creating an online space in which prospects, customers, and promoters can exchange information, pain points, and experiences helps you amplify current promoters’ voices in a way that transforms prospects into customers and customers into promoters. Depending on the nature of your business, these spaces can take any number of forms. Popular options include HubSpot App Marketplace listings, Capterra listings, Yelp pages, social media profiles, and custom onsite community forums.
While the power of online communities rests with consumers being able to talk to each other, these communities also provide you with an opportunity to observe prospects’ and customers’ conversations. This can be a great supplement to one-to-one interactions with prospects and customers. When engaged properly, these communities can function as your very own focus group. Make an effort to glean insights from them about your product quality, your communications, and your support infrastructure to determine how to evolve your offerings in a way that will boost your leads, HubSpot conversions, and, ultimately, promoters.
3. Go above and beyond to meet your customers’ needs
When you go the extra mile to help your customers achieve their most ambitious goals, you enhance their overall experience with your company. Doing so can send promotorship through the roof.
Perhaps one customer’s most pressing need is understanding how to put your product’s core functionality to work. Perhaps another customer is ready for guidance on how to leverage your product’s full feature set to achieve their long-term goals. And perhaps both want insight into important industry trends so they can tailor their own products and services to fill emerging market gaps. Addressing each of these needs involves taking a different kind of action or providing a different piece of content or collateral.
HubSpot’s out-of-the-box features provide great ways to get a general idea of each customer’s needs. However, you can take your personalization efforts to the next level by using a HubSpot integration like Actiondesk to expand your perspective on your customers’ needs. Actiondesk lets you import data from a variety of sources — HubSpot, SQL, Airtable, Intercom, Stripe, and more — and analyze it all side-by-side. Why does this matter? Well, for one, it means you’ll be able to use data on the interactions you have with your customers through a platform like Intercom to pinpoint the roots of customers’ problems and identify opportunities for proactive assistance and/or upselling.
At the end of the day, when you empower your customers by giving them the information and assistance they need at the right time, through the right channel, you build the kind of trust that turns ordinary customers into proactive promoters.
A powerful HubSpot integration that helps you transform prospects into promoters
Building a robust base of promoters is important for a number of reasons. There’s the simple fact that acquiring a new customer can be up to 25 times more costly than retaining an existing customer (according to famed venture capitalist Mary Meeker). Simply put, keeping your customers happy — a prerequisite of promotership — saves you money in the long run.
Additionally, by spreading the good word about your company, promoters help you create a self-perpetuating cycle of growth. By keeping your customers happy, you create more promoters. By creating more promoters, you improve your reputation in the marketplace. By improving your reputation in the marketplace, you achieve more conversions. And by achieving more conversions, you increase the number of potential new promoters at your fingertips.
Putting the tips outlined above into action is a great way to catalyze this cycle — and manage it effectively. To do so, you must develop and maintain a sophisticated understanding of your HubSpot contacts, your HubSpot sales funnel, and your customers’ diverse journeys. HubSpot’s limited custom reporting capabilities mean that adopting a HubSpot reporting add-on like Actiondesk is the easiest way to streamline these processes and build a more robust base of promoters.
With its intuitive spreadsheet interface and straightforward but powerful data visualizations, Actiondesk enables you to distill all your data into actionable business narratives. Combining data from multiple sources (HubSpot, SQL, Airtable, Intercom, Stripe) in Actiondesk helps you uncover critical insights that might remain a mystery if you only looked at HubSpot.
Ultimately, to build a base of promoters, you need to achieve a 360° view of your prospects and customers. Actiondesk is designed to help you do just that. Try Actiondesk for free today to experience how it can help you deliver the end-to-end customer insights you need to transform more prospects into promoters!