There’s much hype surrounding CRM systems at the minute, and boy are there a lot of them. It can be tempting to stick to pen and paper as opposed to spending your days rooting through reviews and wasting your time with free trials*.
*Speaking of CRM reviews, we’ve designed an infographic comparing our top four CRM systems.
And although we like to give all CRMs a shot at the top, we think HubSpot is the best CRM for manufacturing companies.
Why? We use it for a start, and it’s helped us grow our business. So we thought, why not recommend it to other like-minded businesspeople?
Here's how we think HubSpot can help you grow your manufacturing business:
1. HubSpot is More Than a CRM
In 2007, HubSpot rewrote the way salespeople and marketers view sales and marketing. Most businesses focused on outbound marketing techniques (billboards, cold calls) that either have indeterminate or low ROI.
HubSpot created inbound — the art of getting prospects to come to you, instead of plying them with irrelevant messages.
HubSpot’s inbound marketing, inbound sales and customer success philosophies are unrivalled by any other CRM/marketing company.
They ditched the marketing funnel in favour of the flywheel, which looks like this:
Here’s how the HubSpot CRM fits into the flywheel:
What Does the Flywheel Mean?
The funnel was too narrow, one-dimensional and doesn’t incorporate customer service. The flywheel looks at marketing, sales and customer service holistically, with all parts of the flywheel having a connection to its most crucial component, the customer.
The funnel was also static, whereas the flywheel can pick up speed if it is strong or lose momentum if it weakens.
What Are the Different Parts?
The core — the core is the most crucial part, the customer. The core can also be interchanged with the CRM, as this is where all your customers live, and how you manage relations with them. Every part of the flywheel connects to the core.
Marketing, sales & service — the ways you serve your customer, also the different parts of the HubSpot CRM.
Attract, engage & delight — different parts of the inbound methodology, attracting customers to your business (marketing — keyword research, blogs), engaging with them to develop relationships (sales — email marketing, marketing automation), delighting customers and carrying on conversations after a purchase (email marketing, smart content).
Strangers, prospects, customers, promoters — someone is a stranger before they interact with your business, a prospect when they start engaging with you, a customer when you make a sale, and a promoter when they’re willing to recommend you.
If you follow this philosophy, your manufacturing business will grow. If you develop this mindset and pair it with HubSpot’s CRM, you’re adopting a proven method.
2. HubSpot CRM Marketing Tools Are Unrivalled
Let’s look at the flywheel, different marketing techniques that relate to that particular area, and how HubSpot CRM supports them.
We’re going to focus on the attract part of the flywheel for marketing purposes. If you’re one of those people that thinks attracting anyone to your website is a good idea, you need to change that mindset. HubSpot CRM helps you attract people that are perfect for your business.
Blogging & Keyword Research — Supported by HubSpot CMS & SEO Tool
When you’re trying to attract customers to your website, you need to create content that appears in search engines. There are a myriad of factors that determine whether it does and including keywords in your content is one of them.
HubSpot supports this theory by including the tools you need to blog and research relevant keywords.
The CMS makes it easy to upload content, optimise it for search and share it on social media. You can add relevant tags to help salespeople and customer service find what they need as well.
If the CMS is the physical blog storage tool, the SEO tool is the strategy behind it. Here you’ll be able to attach your blogs, attach relevant keywords to them and view metrics and performance.
Social Media Sharing — HubSpot Social Media Tool
What use is content if you don’t share it? You need to inform people of all the amazing content you’ve got in your library, and social is the way to do that.
HubSpot allows you to post manual social media updates (and it’ll still track them for reporting) or connect your accounts to the portal so you can schedule them in advance.
You can also monitor and respond to new mentions, interactions and followers, triggering an email if someone mentions you or uses a specific hashtag.
Finally, you can track all your results so you can monitor your metrics and compare them to your social media, content and marketing goals.
3. HubSpot Has Handy Sales CRM Tools
Let’s look at the flywheel, different sales techniques that relate to that particular area, and how HubSpot CRM supports them.
Salespeople need to build trust with prospects, and the best way to do that is by engaging with them. It’s a tricky job, but with the right CRM tools, sales are made easier with HubSpot.
HubSpot’s Vidyard integration allows salespeople to upload videos to their emails (although you can’t play a video in an email).
Videos give the email nurturing process a personal feel; if you’re looking at text all the time, it can feel a little cold.
As well as adding videos into emails, you can also create email templates to make the sales process more engaging for the reader, and easier for the sales rep.
The more time a sales rep has, the more connected to their prospects they’ll be. You can schedule emails at different parts of a prospect or customer’s journey.
For example, this email congratulates the business on their new website, but a new sales cycle begins as we need to inform the company they need to market it.
Want to learn more about manufacturing marketing? Read our Ultimate Guide!
4. HubSpot’s Customer Success Features Keep You Close to Customers
Let’s look at the flywheel, different customer service techniques that relate to that particular area, and how HubSpot CRM supports them.
Customer service isn’t one of those departments you have to make your business sound more helpful than it is. At least it shouldn’t be. Customers now have more options than ever and are firmly in control, so the real work starts when you have to keep going the extra mile and providing value.
Do you monitor the happiness of your customers? It’s pretty much like going to the doctors for your regular check-up, they give you the green light, amber light or red light.
Customers that possess a red light are those you feel aren’t happy, which means you could lose their custom. Maybe they’ve missed a payment, or you made a mistake with a few of their orders.
An amber health score means it could go either way. Maybe their recent survey scores were average, or they don’t engage with your social media profiles as much as they used to.
And green means all is good! Whatever you’re doing, you’re doing it well. Don’t rest on your laurels though, always try to strengthen your relationships.
The key to determining your health score is defining the factors that affect it — which can relate to any of the factors we mentioned above, plus any you feel are relevant.
Customer Feedback Analysis
Many companies set up customer feedback surveys and perform health checks, but how many act on the feedback they’ve been given?
If a customer complained about something in the last two surveys you received, why didn’t you address it the first time? It only breaks the relationship if you ignore it.
HubSpot Service Hub allows you to view different responses based on the survey you sent to them:
- Customer loyalty survey — detractors, passives, and promoters
- Customer support survey — difficult, neutral, and easy
- Customer experience survey — unhappy, neutral, and happy
This is crucial information when trying to measure the success of your manufacturing business.
Are You Ready to Grow?
While these factors alone won’t spear the growth of your manufacturing business, if you combine them, you’re going to see significant improvements in all areas of your business. Remember:
While we’ve used each arm of the business and related it to a specific part of the flywheel, remember that each department needs tactics in all three areas.