How Primary Colors Help HubSpot Build a CRM That Customers Love

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

Whether or not our advertising and marketing crew is choosing a time at which to ship an electronic mail or our internet crew crew is selecting the scale and placement of a button on our homepage, the query we all the time return to is: “Will this be an excellent expertise for our clients?”

As HubSpot’s Chief Product Officer, this customer-first precept is my guiding gentle with regards to product growth. And it is the explanation why we do not purchase know-how once we wish to ship a brand new product to our clients. We construct it.

This build-first strategy is changing into more and more uncommon in our trade. Conventional SaaS firms have a tendency to accumulate different firms after they wish to considerably develop their product choices or rapidly improve their buyer base. This will typically result in a fast uptick in income — in any case, when an organization buys one other, it acquires all of its clients — however it’s typically a really unfavourable expertise for the client.

When two fully totally different programs are cobbled collectively after an acquisition, the burden of creating them work collectively is foisted onto the client. Every firm most likely took a totally totally different strategy to product growth, leading to totally different underlying know-how, totally different processes, and totally different consumer interfaces.

Reconciling these variations with out inflicting friction for patrons is an nearly inconceivable activity. And when SaaS firms apply this strategy over time, the friction accrues, technical debt goes by way of the roof, and the client expertise steadily degrades because of this.

This strategy solves for the corporate implementing it, not the purchasers it is alleged 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When most firms have been doubling down on the outdated outbound playbook, we championed inbound approaches as an alternative. When most companies have been questioning whether or not distant work may ever work, we noticed the proportion of HubSpotters working from residence hit double digits lengthy earlier than 2020 pressured everybody’s hand. And whereas our trade was nonetheless furiously centered on funnels, we embraced the flywheel.

We’re totally 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 imagine there’s a greater method to develop, we additionally imagine there’s a greater method to construct. That is the place the Major Colours are available in.

Meet the Major Colours

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

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

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

Consequently, once we add worth to 1 space of HubSpot, worth is routinely added throughout the whole CRM platform. And that enables us to ship a gentle stream of enjoyment to all of our clients on an ongoing foundation.

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

1. Steady enchancment throughout the platform.

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

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

As an example, once we put money into making Reporting in Gross sales Hub extra strong, this robustness ripples out to each Reporting software throughout the HubSpot CRM platform. So Advertising and marketing Hub clients who use our Reporting instruments profit, Service Hub clients who use our Reporting instruments profit, as do CMS Hub clients — all as a result of we invested in bettering only one Major Shade.

2. Straightforward adoption of latest merchandise.

“We rapidly adopted the Gross sales Hub Professional and Advertising and marketing Enterprise for our rising wants. It has been the most effective selections we’ve got made” – review on G2

Since all of our Hubs are constructed on the identical Major Shade basis, our clients can anticipate a well-known, quick, and pleasant consumer expertise each time they add a brand new function or product to their tech stack. This implies clients 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 clients’ time-to-joy is lowered.”

As soon as a buyer learns the way to use Automation in, say, Advertising and marketing 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 anticipate consistency, not complexity.

They do not must relearn how Messaging works or how Information is saved each time they add a brand new Hub — one thing they might seemingly must do in the event that they have been working with a system that had been cobbled collectively by way of acquisitions or in the event that they use totally different instruments for various customer-facing groups.

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

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

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

And when all groups at an organization are figuring out of the identical acquainted system, silos crumble, knowledge is centralized, and data flows freely. The entire crew has entry to the identical helpful insights, permitting them to grasp their clients higher and ship a seamless expertise throughout each touchpoint.

For instance, when an organization’s advertising and marketing crew makes use of Advertising and marketing Hub and its gross sales crew makes use of Gross sales Hub, each groups achieve entry to the identical buyer knowledge in a centralized CRM. And since each Hubs supply similar performance for recording and storing Information, it turns into equally simple for every crew to entry not solely the info they generate, but in addition Information the opposite crew 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 and marketing content material a few sure function, the gross sales crew can see this data within the shared CRM and can know to concentrate on that function on their subsequent name with the prospect.

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

Constructing In a different way, Rising Higher

The challenges that firms 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 anticipate from enterprise software program.

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

It is now extra essential than ever that our CRM platform expertise looks 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 about by what our clients 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 clients develop higher in 2021 and past.

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