Meeting your business goals requires the right technology, and for many organizations, that means onboarding HubSpot. But implementing the platform isn’t easy. HubSpot’s software is advanced, and if you have no experience with it, you may feel overwhelmed, which can lead to mistakes. Without a certified agency or expert on your side, those errors can quickly multiply and derail your implementation.
Here are the most common mistakes we see happen when companies onboard alone.
Lack of Established Expectations
Suddenly springing a new system on your team may result in pushback. Like any software, onboarding HubSpot means you must communicate why you’re adopting the platform and how it will impact every individual within your company, from managers to direct reports.
Instead of presuming everyone to be on board, tell them how you expect them to use HubSpot, how soon, and how often. Give detailed descriptions of what business outcomes you hope to achieve – and make them reasonable. Don’t anticipate 20,000 new visitors to your site when you’re averaging 1,000. Create reasonable goals and expectations to drive implementation.
Inadequate Training Time
Without a partner to keep on track, you may not commit enough time to implement HubSpot properly. At Lynton, we spend three months onboarding, which can take longer depending on how dedicated a client is to learn HubSpot.
With that said, you need to put effort into studying the terminology, tools, processes, and everything else associated with the software. Additionally, plenty of people aren’t comfortable using the software once they go live because they didn’t practice, which hinders progress.
Overlooking Custom Settings
HubSpot’s different features may be overwhelming at first, and settings can easily be overlooked or misunderstood. Without having the correct settings in place – anything from tracking codes, logos, or IP filtering– can make launching your first campaign impossible.
For example, you won’t be able to send your first newsletter without an email sending domain. An onboarding partner could alert you to this and other associated settings that will set you up for success.
Forgetting to look at the health of your data is a common issue when people onboard HubSpot alone – and not wanting to lose historical data is understandable. However, inconsistent data can immediately kill your chances of success, so it’s crucial to look at it.
Errors like formatting, case issues, duplicate email addresses, multiple fields, or unwanted characters can lead to several problems. You could experience delivery issues or a fragmented import that leads to a messy portal. Disorganized HubSpot portals make it difficult for your teams to source the information you need.
No Identified Sales and Marketing Processes
Before onboarding HubSpot, document your marketing and sales processes so you can better align your teams. If you don’t, efficiency can suffer because you won’t be able to translate any of your current processes into HubSpot’s systems.
You may have a difficult time understanding how to set up a deal pipeline or what activities are needed to determine different lifecycle stages. Your teams could be confused with naming conventions or where certain data lives. Sales won’t know what marketing is doing and vice versa. Essentially, it can get messy quickly. If you spend time on this before implementation begins, it will be easier to replicate, improve, and scale.
More than likely, HubSpot is replacing your current marketing or CRM system. Some elements, like email marketing, may smoothly translate to HubSpot, while others could use additional work.
Without any guidance, it’s easy to ignore what can be created, what can be moved, or what can be scrubbed or eliminated. When you know these answers, you can start setting up your tools within HubSpot, but if you don’t, your onboarding might suffer.
Missing Inbound Strategy
You purchased HubSpot for a reason. You wanted to start blogging, sending emails, or editing your website. None of that matters if you onboard HubSpot without considering an accompanying inbound strategy. Your team could sidestep every other mistake on this list, but without truly understanding your target audiences and what type of campaigns speak best to them, you won’t be successful.
Sure, you may understand HubSpot’s functionality, but you might be writing nothing but awareness-level content. Similarly, your marketing team could waste time crafting emails when SMS may work better for your business. Your sales team may be sending the wrong sales enablement material at the wrong time. A well-thought-out inbound strategy can help you avoid this altogether, and that’s more realistic with an onboarding partner.
We Can Help
Using HubSpot can help you reach your goals, but first, you need to onboard. Going it alone can result in any of the above mistakes and lead to frustration and low user-adoption. We know it’s intimidating – but we can help. Contact us today to learn more about how we take the time to explain, set-up, and train customers on HubSpot thoroughly.