Marketers and salespeople need to communicate with the same customers at various stages of the buyer’s journey. HubSpot is a centralized database for all business growth related contact data. Here’s an overview of how each role typically uses HubSpot to quickly access the lists, views, and contacts they need to do their job.
A prospect’s first interaction with your company begins with campaigns that attract and engage your target buyers. Sellers and marketers communicate with the same people, but at different paths along the buyer’s journey. They are the first people within your organization to process prospect and customer information. How they handle the waves of customer data is vital to ensuring each person that engages with your company has a positive experience.
HubSpot is a tool that sellers and marketers use to store and work with prospect and customer data. It’s the source of truth for all business growth-related information. Here’s an overview of how each role typically uses HubSpot to quickly access the lists, views, and contacts they need to do their job.
Let’s start with how marketers use HubSpot. They communicate with the masses to generate interest, and their primary focus is on lists and response rates. To work with contacts for marketing purposes, go to Contacts > Lists. The Lists area is where marketers create and segment lists for:
- email marketing
- or reporting to analyze marketing campaign ROI.
Sellers use HubSpot differently than marketers. They network and build relationships and communicate one-to-one with interested buyers to close deals.To work with contacts for sales purposes, go to Contacts and choose whether you want to work with Contacts, Companies, or Target Accounts.
Sellers can select filters for prospecting and sales views. A sales view is a specific group of contacts that a seller is trying to communicate with, and it includes data unique to that group. You can add, move, or delete columns, just like an Excel spreadsheet, so you can easily see the most pertinent information.
The flexibility to create individualized views helps sellers organize their work, so they can quickly access the contact or company records they need to do their job.
Recap: Marketing, Sales, and Service Roles
Here’s a short recap of the main differences between the marketing, sales, and service roles in HubSpot.
- Marketers communicate with groups of people, so they spend more time in the lists area. Lists are for email marketing and other marketing functions like workflows and reports.
- Sellers focus on communicating with individual people, so they spend more time in the Contacts, Companies, and Target Accounts area of HubSpot.
Sales and marketing require a unique but aligned approach. They work with the same people but in different ways. Keeping prospects and customers at the center of your business creates an aligned and productive strategy, higher perceived customer value, and better results for everyone.
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