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HubSpot has basically secured itself as a gold standard software among today’s digital marketers, boasting exponential popularity with users virtually doubling since 2018 alone. Featuring a variety of attractive tools, it’s easy to see why it’s enticing to make the switch in today’s B2B marketing sphere. 

Despite the many HubSpot success stories you may hear of companies revolutionizing their inbound marketing strategies, it’s possible to run into unexpected challenges or hiccups when navigating the software. When experiencing ineffectiveness while trying to center your entire marketing strategy around a new platform, some businesses may consider it easier to abandon their HubSpot efforts altogether. However, by realigning your goals and taking time to examine why you’re not seeing results, it’s possible to get yourself back on track and avoid problems with HubSpot. 

Perhaps you’ve read the reviews, taken time to select the ideal plan, migrated your data, and still, this question plagues your digital marketing team: why isn’t HubSpot working for me? From our team of HubSpot enthusiasts to you, we have a few possible answers:

 

You Aren't Committing the Time and Resources it Takes

You can’t think of HubSpot as an end-all solution that will automatically guarantee lead conversion success for your organization. While it is an excellent tool with many functionalities, there’s plenty of work to put in on your end as well. It takes time, effort, and attention to detail to customize the platform (and how you use it) in a way that’s ideal for your business. 

The CRM function alone has various customizable objects and identifiers that can be manipulated to how you need them to operate, but the customization options extend across the entire HubSpot platform as well. Take time to explore the custom objects and integrations at your disposal, and assess how they will work best in relation to your business specifically. 

PRO TIP: if your team doesn’t already feature a set of bonafide HubSpot lovers, you may benefit from partnering with a team that has a confident understanding of the new updates, features, and general functionality of the platform. It can be a lot to dig into, and you may not necessarily have the existing time or manpower to do it. 

 

 

You Aren't Using it for Your Inbound Marketing Strategy

Keep in mind that HubSpot was developed to operate within an inbound marketing framework, and functions as such. Although HubSpot offers a variety of features that can elevate a traditional marketing strategy, the results of the platform truly shine when you apply it to your inbound and content marketing efforts. 

Ask yourself if committing to inbound marketing is the right priority for your business to focus on. If your most important overall goals aren’t centered around long-term growth in regard to your existing and future leads, you may not see the results you’re looking for – or use the platform’s tools to their optimal capabilities. 

If you’ve determined that your company wants to commit to an inbound approach, remember that content is key to maximizing results. Make sure you’re creating content that is:

Valuable

No fluff pieces! To produce content genuinely effective in converting leads, you need to provide real value to your audience. This can be done through offers like free downloads through your website, or simply with informative pieces that your target audience is able to find useful.

Relevant

Are you writing about the right things? In addition to being substantial, your content should be relevant to your target audience. If you’re using HubSpot, you’ve probably already taken the opportunity to create buyer personas – use these as guides to help figure out what exactly your ideal customer wants to hear about.

Consistent

Publishing with consistency is crucial. Writing an article every once in a while won’t get you very far in terms of inbound marketing, your goal should be to establish a library of reliable content built not only to attract visitors and convert leads but help optimize your search engine ranking as well.

 

You Haven't Been Consistent with your Efforts Over the Long-Term

HubSpot, and inbound marketing as a strategy overall, is designed for long-term growth and success – not overnight lead generation that is unstable and unreliable. Bottom line: be patient. If you’re still figuring out a path to consistency for your marketing efforts and have only been taking an inbound approach for a short period of time, you’re still in the foundational stage of successful inbound marketing. 

Here’s the good news: now isn’t the time to give up! If you’ve reached a point where you know your marketing efforts are consistent, your content is valuable, and your lead nurturing strategy is stable, trust the process and keep going – you may not have been doing it for long enough yet. Allow yourself six months to keep working and then reassess where you’re at in relation to your established goals.

 

Your Sales and Marketing Team Aren't On the Same Page

A major benefit of HubSpot is the ability to align your sales and marketing departments with a common goal of lead conversion. However, adopting your process to a brand new platform doesn’t happen naturally, and you need to make sure that the entirety of your team is on the same page. Without first establishing guidelines for both your teams to align regarding lead criteria, lifecycle stages, and workflows, your efforts can go downhill – additionally, your valuable data can get messy and precious leads can potentially fall through the cracks. 

Make sure the entirety of your organization has a positive view of HubSpot and the knowledge that its various features have the power to maximize success from both a marketing and sales perspective. It can be difficult to adjust your whole process around a new platform, so everyone should understand the why behind the decision. Additionally, it’s crucial to align your teams on the criterion being used to classify and nurture leads for the best outcomes. 

Help get everyone on the same page through tactics like: 

  • Training sessions 
  • Lifecycle stage cheat sheets 
  • Definitive lead criteria

 

HubSpot Isn't Right for Your Audience

Just because you’re a great business using a great tool, doesn’t necessarily mean it’s the right fit. Keep in mind, HubSpot was designed specifically to elevate businesses operating in B2B fields like:

  • Digital Marketing 
  • Content Marketing 
  • Digital Advertising 
  • Social Media 

Take the time to consider whether or not the platform was developed with a business like yours in mind. Perhaps your business has found the right sweet spot with a more traditional marketing and sales approach, and you may not have much value to gain from running your operations through HubSpot. If your established target audience isn’t digitally savvy and doesn’t automatically consult the internet for solutions to their problems and queries, you may not find the outcome you’re looking for. 

Additionally, take the time to evaluate the buyer’s journey from the point of view of a standard customer. Is it a drawn-out process over the course of weeks or even months, requiring consistent and strategic attention to your prospects? If that’s not the case, you probably don’t have the opportunity to establish meaningful relationships during the sales process, or the need to continue nurturing leads past the point of initial sale – which is what HubSpot is all about.

 

Solution: Get an Expert Opinion

Don’t get discouraged, there’s no need to throw in the towel just yet! 

When attempting to optimize results with a multifaceted platform like HubSpot, sometimes an expert opinion is all you need to elevate your outcome. Helping to identify where your specific problems are coming from and proposing educated recommendations is just one way that consulting a third party can help you reevaluate HubSpot and inbound marketing as a whole. 

At LAIRE, our team is filled with tried and true HubSpot experts who know how to maximize all the tools that the platform has to offer. Luckily, we make ourselves constantly available to offer a free 20-minute assessment of how you’re using your HubSpot portal and ways you can improve your process to reap better results. 

Additionally, you can download our free HubSpot tools checklist to help ensure you’re making the most of your plan!

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