How Major Colours Assist HubSpot Construct a CRM That Clients Love

At HubSpot, buyer expertise comes first. At all times.

Whether or not our advertising workforce is deciding on a time at which to ship an e-mail or our internet workforce workforce is selecting the dimensions and site of a button on our homepage, the query we all the time return to is: “Will this be a superb expertise for our prospects?”

As HubSpot’s Chief Product Officer, this customer-first precept is my guiding mild in the case of product improvement. And it is the rationale why we do not purchase know-how after we wish to ship a brand new product to our prospects. We construct it.

This build-first strategy is changing into more and more uncommon in our trade. Conventional SaaS corporations have a tendency to accumulate different corporations once they wish to considerably increase their product choices or shortly improve their buyer base. This could generally result in a fast uptick in income — in any case, when an organization buys one other, it acquires all of its prospects — but it surely’s usually a really unfavourable expertise for the client.

When two fully completely different methods are cobbled collectively after an acquisition, the burden of constructing them work collectively is foisted onto the client. Every firm in all probability took a very completely different strategy to product improvement, leading to completely different underlying know-how, completely different processes, and completely different consumer interfaces.

Reconciling these variations with out inflicting friction for patrons is an nearly unattainable job. And when SaaS corporations apply this strategy over time, the friction accrues, technical debt goes by means of the roof, and the client expertise steadily degrades consequently.

This strategy solves for the corporate implementing it, not the shoppers it is purported to serve. That is why we do issues in a different way at HubSpot. In any case, it is not like us to comply with the group.

When most corporations had been doubling down on the outdated outbound playbook, we championed inbound approaches as a substitute. When most companies had been questioning whether or not distant work might ever work, we noticed the proportion of HubSpotters working from residence hit double digits lengthy earlier than 2020 compelled everybody’s hand. And whereas our trade was nonetheless furiously targeted on funnels, we embraced the flywheel.

We’re completely different. It is in HubSpot’s DNA. It is even mirrored in our firm mission: we assist organizations develop higher. Not develop in line with the established order. Not develop by adhering to age-old playbooks. Develop higher.

Simply as we consider there’s a greater strategy to develop, we additionally consider there’s a greater strategy to construct. That is the place the Major Colours are available in.

Meet the Major Colours

Our strategy to product improvement is straightforward, and it permits us to create multiplicative advantages for patrons that no different CRM platform gives. We concentrate on 5 foundational parts that span all of our merchandise, and we work at enhancing every considered one of them, the entire time. These parts are: Automation, Content material, Information, Messaging, and Reporting. We name them “Major Colours.”

Each considered one of our Hubs – Content material Hub, Advertising Hub, Gross sales Hub, and Service Hub – includes a special mix of the 5 Major Colours, that means that each product on our platform is constructed on the identical underlying basis.

So when the product workforce reveals as much as work day by day, the query we ask ourselves is not “Which Hub or function will we work on at the moment?” It is: “Which Major Coloration will we improve?”

In consequence, after we add worth to at least one space of HubSpot, worth is robotically added throughout your complete CRM platform. And that enables us to ship a gentle stream of enjoyment to all of our prospects on an ongoing foundation.

Listed here are 3 ways during which this strategy permits us to supply distinctive worth to our prospects within the crowded CRM market:

1. Steady enchancment throughout the platform.

“HubSpot is the right, always-improving advertising software program” – evaluate on G2

The identical 5 Major Colours go into constructing every HubSpot product, so after we enhance one Major Coloration, we enhance each Hub. And each buyer of each HubSpot product sees an instantaneous profit, no matter a part of the platform they use.

For example, after we spend money on making Reporting in Gross sales Hub extra strong, this robustness ripples out to each Reporting instrument throughout the HubSpot CRM platform. So Advertising Hub prospects who use our Reporting instruments profit, Service Hub prospects who use our Reporting instruments profit, as do Content material Hub prospects — all as a result of we invested in enhancing only one Major Coloration.

2. Straightforward adoption of latest merchandise.

“We shortly adopted the Gross sales Hub Professional and Advertising Enterprise for our rising wants. It has been top-of-the-line choices now we have made” – evaluate on G2

Since all of our Hubs are constructed on the identical Major Coloration basis, our prospects can count on a well-known, quick, and pleasant consumer expertise each time they add a brand new function or product to their tech stack. This implies prospects can take pleasure in the advantages of every new addition immediately, with no time misplaced to coaching, integration, or new-system frustration.

As HubSpot’s co-founder, Dharmesh Shah, places it: “Our prospects’ time-to-joy is decreased.”

As soon as a buyer learns the way to use Automation in, say, Advertising Hub, they immediately know the way Automation works in all of HubSpot’s merchandise throughout the CRM platform. In order their firm scales and provides new merchandise, options, and integrations to their tech stack, they’ll count on consistency, not complexity.

They do not need to relearn how Messaging works or how Information is saved each time they add a brand new Hub — one thing they’d probably need to do in the event that they had been working with a system that had been cobbled collectively by means of acquisitions or in the event that they use completely different instruments for various customer-facing groups.

3. The flexibility to run a complete enterprise on a single platform.

“I can handle the web site, CRM, e-mail advertising and all different efforts in a single single place. This permits me to have a single location for all my knowledge Reporting and have a single supply of fact” – evaluate on G2

With HubSpot, fast-growing corporations can run their entire enterprise on a single system, as a result of HubSpot gives the identical insights and energy to entrepreneurs, salespeople, and repair professionals alike.

And when all groups at an organization are understanding of the identical acquainted system, silos crumble, knowledge is centralized, and knowledge flows freely. The entire workforce has entry to the identical invaluable insights, permitting them to know their prospects higher and ship a seamless expertise throughout each touchpoint.

For instance, when an organization’s advertising workforce makes use of Advertising Hub and its gross sales workforce makes use of Gross sales Hub, each groups acquire entry to the identical buyer knowledge in a centralized CRM. And since each Hubs supply an identical performance for recording and storing Information, it turns into equally straightforward for every workforce to entry not solely the information they generate, but in addition Information the opposite workforce generates.

This offers entrepreneurs and salespeople a holistic view of the client, enabling every of them to tailor their ways and personalize their outreach. If a prospect is displaying explicit curiosity in advertising content material a few sure function, the gross sales workforce can see this data within the shared CRM and can know to concentrate on that function on their subsequent name with the prospect.

They needn’t wait on a advertising report or depend on an impersonal script – they’ll personalize their outreach and hone in on a prospect’s particular areas of curiosity, all because of each Hubs being constructed on the identical basis.

Constructing Otherwise, Rising Higher

The challenges that corporations face in 2021 are new, so our strategy to constructing our merchandise must be new as properly. With the rise of the hybrid office, we’re all discovering our work lives intersecting our residence and household lives, too. That raises the bar on what we count on from enterprise software program.

Folks use HubSpot to energy their companies, to supply for his or her households, to assist their communities thrive, and in lots of instances, to make the world a greater place.

It is now extra vital than ever that our CRM platform expertise seems like one thing you’d use on the weekends, not simply Monday morning.

That is why we’re fiercely dedicated to constructing software program that has enterprise-grade energy mixed with consumer-grade intuitiveness and an expertise as pleasant as that supplied by the apps all of us use in our private lives.

At HubSpot, our bar is ready by what our prospects want, not what our opponents have finished in previous a long time. With the 5 Major Colours powering our platform and our unwavering dedication to by no means compromise on buyer expertise, we’re excited to proceed to assist our prospects develop higher in 2021 and past.