As part of our HubSpot Power User series, we sat down with Adam Karpuska, Senior Marketing Operations Manager at Continuum Managed Services, for his story on how he uses HubSpot and perspective on best practices.
Zak: Can you start by telling us about your company, Continuum Managed Services?
Adam: We are a super managed services provider. We sell hardware, software and software services to small and medium sized IT firms to allow them to scale without need to add more workforce.
Zak: And what is your role and main responsibilities?
Adam: I am the senior marketing operations manager, leading a team of three. Our team manages and administers both HubSpot and Salesforce.
Zak: How did you get into a marketing operations role with a focus on marketing technology and supporting your company’s inbound marketing?
Adam: My background is in Information Technolology. My first job was as a webmaster. Back in 2013 our company had a need, driven by someone leaving, for someone to administer Salesforce and, at the time, Marketo.
I took advantage of the opportunity and moved into the role. Shortly after that we moved to HubSpot as it aligned well with our marketing strategy to become more inbound marketing focused.
Zak: And today, what are you using HubSpot for?
Adam: We’re using it to as the CMS to manage our website, for all of our email marketing and all of our landing pages. We also use related tools such as Wistia for video, GoToWebinar for webinars and SurveyMonkey for surveys.
Zak: How it HubSpot working out for you?
Adam: It’s working out very well. I really appreciate the HubSpot user interface. For me everything is intuitive, such as designing landing pages. It’s been easy for team members coming into roles using HubSpot to step into those roles and learn the systems. That’s been important because as we’ve grown the marketing team, we’ve had interns and other new hires with little experience who could step in and get ramped up quickly.
Zak: Using HubSpot as your website should introduce some interesting possibilities, what are you guys doing there?
Adam: Yes that is key for us, we want our website to act as a sales tool. We are leveraging HubSpot’s smart content and our underlying data to segment customers and upsell them based on what they are using. For example we have a home page slider, and we tailor the message and CTA of that slider based on what we know about you as a customer.
We are leveraging data which syncs from our CRM, Salesforce, that allows us to do this targeting of our existing customers.
Zak: How does your lead flow work?
Adam: Leads come in through a HubSpot landing page form or through integrations such as Wistia or GoToWebinar. We push leads to our sales reps in Salesforce.
I should point out that we have two separate HubSpot portals, which came about when we acquired a business back in 2014. So we have both HubSpot portals feeding data into our one Salesforce instance.
We then distribute leads based on different business rules. We have a team in the UK that gets any lead tagged to Europe, including looking at the implied country information. We have a strategic team that gets leads from specific named accounts. And we have other reps tied to specific verticals.
Zak: Is there key HubSpot data that you recommend highlighting for sales in the CRM system?
Adam: Yes, there are three key fields that we sync over, which are the Original Source Type fields and then two source drill down fields. Those fields both give our sales reps visibility into the origination of leads, and also allow us to report out of Salesforce on lead performance and breakdowns.
Zak: What are some of the other features of HubSpot you particularly appreciate?
Adam: We are using the add-on product for transactional emails. We use that when we are sending communications with critical information to our partners. What that does is override any communications preferences, and also gets us onto our own private email server, so that the reputation of that email server is fully ours and can’t be influenced by anyone else.
Anything aspect of HubSpot we like is the ease of setting up workflows. Since we have multiple program managers using the system, this way they have the ability to set up follow-up email streams for their programs themselves.
Zak: What tips or tricks would you like to share with other HubSpot users?
Adam: A forms strategy will make your life easier especially when working with multiple users. What we’ve done is setup standard forms such as free trials, general content form, scheduling a demo or contact sales.
Your contact sales form is your money form so you will likely ask for some more demographic information, whereas content is where we are capturing initial leads so there we will likely ask for less information.
By having standard forms it creates consistency and our multiple users of HubSpot don’t need to reinvent the wheel each time as they are building out their landing pages.
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