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May 06, 2021


Why do you only work with companies that use HubSpot?


By Natalie Howells

This is a question we get asked a lot - why are we HubSpot-exclusive, and why don't we work with businesses using other systems, or no system at all? The answer is different for each scenario, so let's look at the logic behind this...

Why use an integrated platform at all?

Life without a platform...

Plenty of businesses use a "frankenstack" of different services to run their sales and marketing efforts - Hootsuite or Buffer for social posting, Wordpress for their blog, Unbounce or Lead Pages for their landing pages, Mailchimp for their email marketing, Salesforce for their CRM, and so on. 

For any business looking for sophisticated marketing and sales function, this approach is limiting. Not only does it take a lot of extra time and effort, and make it harder to have a fully consistent approach to your strategy, it also makes it nearly impossible to do any kind of attribution. 

In contrast, when you use HubSpot...

Because we're a data-focused agency, we want to be able to see exactly how your marketing is performing, make changes, test and measure those changes, and continually optimise and improve our approach. We do this to make sure your investment is used as effectively as possible, and that you're getting a return on that investment (the best return possible). 

If you're using a stack of different services, you can only look at their effectiveness in isolation. You might be able to see that someone who received a marketing email clicked on a link. You may be using URL parameters to know that someone found your landing page through a Facebook ad. You may be able to see that your sales team had an average of three meetings to get a closed deal. But you can't link all of these activities together. 

With HubSpot, you can see that the same person who clicked on that Facebook ad signed up to your email newsletter. And then they received a marketing email, clicked a link in it, and ended up speaking to a member of your sales team three times before buying from you. You can see all the pages on your website that they looked at, and identify which CTAs they clicked on. 

Attribution

Being able to see all of these touchpoints means you can optimise each of them individually and together.

On top of this, you can start to use HubSpot attribution reporting to see how each of those touchpoints contributed to your revenue. If the sales team reached out to the prospect first, but the prospect didn't engage with them until after reading a bunch of blog posts and downloading a guide, then your marketing contributed to that sale. 

Attribution reporting is available in Pro and Enterprise HubSpot, but even without those reports directly, having HubSpot allows you to see all of the relevant interactions in your customer journey. If you live data, like we do, that's a necessary part of an effective marketing strategy. 

Why not work with other platforms?

This is a good question - if you're already using (or considering using) an integrated sales and marketing platform, why do we only work with businesses using one specific one - HubSpot. 

The answer to this is simple. Each platform has a tonne of functionality and takes a lot of time to learn and become an expert in. Not only that, they upgrade their features and add new ones regularly, so keeping up to date with everything you can do with them also takes time and training. 

In order to be able to provide the best possible service to our clients, we've chosen to specialise in one provider, rather than splitting our attention across lots of different ones. 

This means our team have been able to become subject matter experts, master the platform, and fully understand how to implement its opportunities. 

Using the platform every single day, constantly and consistently, means we know it. If we were to work with businesses using other platforms, our experience would be much more limited and our service would suffer.  

Why HubSpot?

When we were choosing a platform to focus on, we evaluated the functionality, pricing, ease of use, opportunities, and support provided by each of them. Based on how we work, we decided that HubSpot was the best option for our business to use. 

We use all of the features, across Sales Hub, Marketing Hub, Service Hub, the HubSpot CMS, and the CRM. We're also working with the new Operations Hub. Because we use these ourselves, to run our sales and marketing operations, we're able to get fully stuck in and share what we've learned with our clients. 

We were drawn to the way the functionality across HubSpot integrates - it's made our sales and marketing alignment much stronger, which benefits both departments. It's used by our Account Managers to provide a record and source of truth for our clients, as well as streamlining reporting, without needing as much time chasing down details from different places. 

Do you get commission from HubSpot?

We do, yes. 

If we were a Zoho agency, we'd get commission from Zoho, same for Marketo, same for Keap (formerly Infusionsoft), and so on. Platforms like these have affiliate programmes so that partners are incentivised to work with them. 

If we were to choose to work with multiple different providers, we'd have the opportunity to earn commission from all of them, and not have to turn anyone away based on them choosing something other than HubSpot. But, based on all the reasons we've given above, we decided to work exclusively with a single partner. This might reduce our overall opportunities, but it improves the service we provide. Commission doesn't really come into it. 

If it did, we'd prioritise people who didn't already have HubSpot, whereas a good proportion of our clients already had HubSpot when they came to us. 

What if we don't want to use HubSpot?

We totally respect that. HubSpot isn't the perfect solution for every business. It works brilliantly for us, but it might not be the right thing for you. We're happy to help you figure out if it is the right solution for your business, even if the answer is that it's not. 

If that turns out to be the case, then we're not the right company for you to work with for your marketing - and that's ok. We're not right for every business either, nor is every business the right fit for us and the way we work. 

We'd recommend that you use a platform rather than lots of different services, because it will give you so much more insight and ability to run effective marketing. But if you're not ready for that yet, we're here when it's time to ramp things up. 

If you've chosen a different platform, that's great. We'll part ways here but wish you every possible success with your sales and marketing, and the partner you choose to take you forward. There's room for everyone and we look forward to seeing you succeed. 

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