Ainhoa Rodriguez-Muguruza
A new month brings a new HubSpot update! Just like we did for April, May, and June, we have gathered in this post some of the most important updates about the products offered by HubSpot. Aware of the limited availability of any building product manufacturer, these posts are thought to ensure that you are up to date with all HubSpot releases with minimal effort.
Construction professionals consider their time remarkably valuable and, while they understand that keeping track of the newest technologies can be decisive for the growth of their building product company, finding a moment to go online and browse the latest news can be rather difficult. For that season, we have made a summary of the most relevant HubSpot updates.
Marketing Hub
#1 A New Set of Workflow Templates Available
Whilst workflows are one of the most liked features of HubSpot, some people still find them daunting. Too many options can paralyse less experienced users, keeping them from exploring the world of automation. With that in mind, HubSpot listened to the reviews of current users and designed a new way of utilising workflows when starting to get familiar with your portal.
As a result, HubSpot has launched twelve templates that will make it easier to automate common use cases such as nurturing first conversions, welcoming new blog subscribers, re-engaging cold leads and defining your ideal customer profile. These templates aim to provide a simple start point that users can modify and tailor to their needs. Workflows can be particularly useful within the construction industry, bringing very good results.
#2 More Compelling Campaign Access Roles
As companies grow and their employees get more focused on particular tasks, access to features that they do not need can become a pressing security concern for employers. HubSpot offers the possibility to set up teams within your portal, limiting the access to each Hub. This, however, was reported as not specific enough for users that needed access restrictions within Hubs.
With that in mind, HubSpot has now enabled restrictions within the Marketing Hub, allowing or limiting the access to campaigns, the calendar, and the tasks. Permissions are, consequently, customisable on a user-by-user basis. These permissions can be used to grant or remove individual access to publish, read, or write campaigns, calendar post, and tasks.
Sales Hub
#1 Leads Will Not Be Set by Default Anymore
If you are an experienced Sales Hub user, you have probably noticed that anytime a contact booked a meeting, had an email interaction with you or one of your reps, or was added to your database through the Sales Extension sidebar, their lifecycle stage was modified, and they were automatically categorised as “leads” in your CRM. Whilst some users found it helpful, others did not.
After carefully listening to the reviews of Sales Hub users, HubSpot has decided to remove this automated step in order to give users full control over the criteria that the follow to consider a contact a lead. For users that felt comfortable with the automatic categorisation of leads and will like to keep using it, this feature can be easily restored through workflows.
#2 Multiple Deal Pipeline Access Roles
Pipelines have been a feature HubSpot has always felt very proud of: it provides users with a clean board to organise deals and track their different stages. It is important to understand when multiple pipelines are required. If you have different product lines or a combination of products and services that have separate sale cycles, creating a new pipeline for them could be beneficial.
Following the same line of thought that with the Marketing Hub, HubSpot is now allowing super admins to grant or restrict access of particular users to a specific deal pipeline, ensuring that they only have access to the data that is relevant for their role. For businesses with different product lines and different sales teams, this update is highly recommended for both efficiency and security reasons.
Service Hub
#1 Conversation Based Workflows
Providing a better support experience has been the main goal for people using the Service Hub. Whilst tickets are, without doubt, the backbone of any service feature within HubSpot, users have seen growing the number of prospects contacting them through their live chat, looking for a quicker answer to their enquiries. Conversations are, as a result, a key tool for customer service.
Enabling conversation-based workflows, users can set enrolment triggers coming from ticket and conversation data. Among these triggers, we can find criteria like conversation channel, first owner assigned, o assigned to bot. These triggers can allow us to personalise the experience of prospects getting in touch through our live chat and our support form, improving customer experience.
#2 Service Analytics Available within Analytics Tools
Last month, Service Hub users were made aware that the Service Team Productivity app was being removed from the Analytics Tools. This was due, partly, to some users finding it limiting. Reports produced from the data of this app were not completely accurate and HubSpot identified the need to update this feature with a more sophisticated replacement.
The Service Team Productivity app has now been replaced with the new Service Analytics BETA, that offers users more compelling reports among which we can find customer satisfaction score, team performance, chat wait time or, average time to close a support ticket. Reports in this app can also be edited to ensure that they suit the needs of the users.
Operations Hub
#1 Data Sync Available for Companies
Together with Operations Hub, HubSpot launched a new data sync engine that allowed users to not only keep their data constantly up to date, but to share data with other apps without any manual import/export processes. This integration aimed to connect the apps used within a business so all teams around the company would work with the same set of data.
Up until now, the data sync powered by HubSpot was limited and could only synchronise contacts and, consequently, leads. For B2B companies, this proved to be a challenge and, listening to their requests, HubSpot reviewed their data sync integration to allow synchronising company data with a wider range of tools such as Microsoft 365m Zendesk and Pipedrive.
#2 New Workflow Integration for Airtable users
Airtable has been identified by HubSpot as one of the most popular collaborative software among their users. Airtable is a low-code spreadsheet-type app that guides their users through the process of setting up bespoke, internal, and shared databases usually devoted to task management, project planning and tracking inventory.
Since there was no Airtable integration, users of both platforms had to export data manually, adding an extra step for them to keep in mind when migrating data from their CRM to their internal collaborative app. With this in mind, HubSpot has enable and action within workflows that will automatically create a new row of HubSpot data in the user’s Airtable app.
CMS Hub
#1 SEO Check for Broken Links
A high number of broken links within your website can impact negatively on your SEO. Not only will it mean that some users find themselves clicking into 404 error pages, but it can also make you lose your link equity. Link equity is one of the criteria that Google uses to rank your website and it follows the premise that, the more links to your page, the more important it is.
HubSpot will now check for any broken links within your whole website and help you fix them. It is important to be aware of the different causes of a broken link, which range from an involuntary typo when you created a link to renaming or moving a page and forgetting to update internal links (although, if your website is hosted on HubSpot, HubSpot does it for you!).
#2 New Tools for Table Edition
Most HubSpot users, even the most experience bloggers, are not aware that HubSpot CMS has the functionality of creating tables of content. Including tables on your landing pages and blog posts can be very beneficial, particularly if you are looking at improving your ranking of Google searches. Tables are SEO friendly thanks to their clear and structured layout.
HubSpot has adapted their CMS editor to accommodate a better user experience when creating and editing tables. As a result, users will have available a contextual toolbar only showing customisation options relevant to table edition such as border colour or spacing. You will also be able to insert localised columns and rows, similar to any other spreadsheet software.
About Insynth
At Insynth we deliver a predictable flow of leads, customers, and specifications for building product brands through our inbound marketing approach, proven to reach a technically demanding audience.
We use the latest marketing techniques such as construction inbound marketing, to equip building product companies to grow sustainability in this era of digital transformation.
As the only HubSpot certified agency to major in construction marketing. We have a proven formula of bringing a variety of functionalities together including CRM Implementation, Web Design, Sales Automation, SEO, and Email Marketing to achieve your ultimate aim: Growing your business and gaining new specifiers and customers.
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