When considering software to implement within your organisation, what do you look for?

I mean, really, what are common elements and key factors that make you pull the trigger and say YES?

For me (and perhaps you as well) I look for platforms that are intuitive to use and, comprehensive with a suite of ever-evolving features.

Now, if you know me (I hope you do since subscribing to my newsletter which I am very thankful for), it’s no secret one of my favourite platforms that meets these criteria is Hubspot.

By reading this, I am going to assume you have either implemented Hubspot or are thinking of implementing a similar automation tool.

If my assumption is correct, then while I am incredibly excited for everything you can do to grow your business with this tool, there is something I wanted you to be aware of which I have gathered from my conversations with clients, prospects & other marketers over the years…

And that is…almost every organisation is either unaware of how to or struggling to get the most out of this powerful platform!

This is why I wanted to bring you a list of three action items you should prioritise to begin getting more out of Hubspot, starting with…

1) Connecting your paid advertising accounts to build and utilise custom audiences

Whether you’re running campaigns across Facebook, Google Ads or LinkedIn, you can use the contacts within your lists, as audiences for your ads! For example, say you offer a free trial (software to subscription) and have a group of contacts who have displayed interest in it yet have not signed up.

Create a list using data fields that capture these behaviours (i.e., clicked a call to action in an email or visited the landing page). Next, go to the Ads section within the Marketing tab and create an audience using the list you made.

If you’re crafty with this, you can begin creating lists for stages of your buyer’s journey, and serve relevant ads to each audience.

2) Utilising snippets to make manual replies by email more efficient

Hubspot describes this feature’s benefit as “Save time writing emails and taking notes.” Yep, I couldn’t have said it better myself! Snippets are a phenomenal productivity hack, especially if your team finds themselves having similar conversations with prospects & customers.

The basis is that you write out a template that you can embed in any email with a simple #hashtag you choose to call it. Within the template, you can place personalisation tokens using data from any contact or company field. This is where the real magic happens and utility comes into play.

For example, you might want to personally reach out to those who signed up for a free trial instead of automating an email within a workflow. Within the 1 to 1 email, even if 85% of it is the same, you can include fields containing the prospect’s name, subscription plan and subscription end date.

3) Building reports & dashboards for greater visibility

While dashboards and reports may not be the sexiest terms, they are the ones that save the most time when identifying and actioning insights.

Most organisations set up reports that look at the number of leads generated, or how email metrics are tracking as a whole across a period and leave it at that.

Where you can gain an edge is going one step deeper. If you have launched a chatbot, create a report that tells you not only how many conversations were started, but at what stage drop-offs occurred. If you have published a landing page with dynamic content, create a report that tells you which version has a higher conversion rate.

Go one step deeper within the report than you were going to, so you can gain specific and actionable insights.


So there you have it, my three key tips to help you get more out of this platform. Whether you are working in marketing, sales, customer service or are the Founder of your business, the key theme here is each tip will save you and your team hundreds of hours a month.

The result? A more efficient way of working within the platform that brings you closer and quicker to your marketing objectives!