At HubSpot, buyer expertise comes first. All the time.
Whether or not our advertising workforce is choosing a time at which to ship an e mail or our net workforce workforce is selecting the scale and site of a button on our homepage, the query we all the time return to is: “Will this be a very good expertise for our prospects?”
As HubSpot’s Chief Product Officer, this customer-first precept is my guiding mild relating to product growth. And it is the explanation 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 method is changing into more and more uncommon in our trade. Conventional SaaS corporations have a tendency to amass different corporations after they wish to considerably develop their product choices or shortly improve their buyer base. This may typically result in a fast uptick in income — in any case, when an organization buys one other, it acquires all of its prospects — nevertheless it’s typically a really adverse expertise for the shopper.
When two fully completely different programs are cobbled collectively after an acquisition, the burden of constructing them work collectively is foisted onto the shopper. Every firm most likely took a totally completely different method to product growth, leading to completely different underlying know-how, completely different processes, and completely different person interfaces.
Reconciling these variations with out inflicting friction for purchasers is an nearly inconceivable process. And when SaaS corporations apply this method over time, the friction accrues, technical debt goes by way of the roof, and the shopper expertise steadily degrades in consequence.
This method solves for the corporate implementing it, not the shoppers it is presupposed to serve. That is why we do issues in another way at HubSpot. In spite of everything, it is not like us to comply with the gang.
When most corporations had been doubling down on the outdated outbound playbook, we championed inbound approaches as an alternative. When most companies had been questioning whether or not distant work might ever work, we noticed the proportion of HubSpotters working from house hit double digits lengthy earlier than 2020 pressured 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 accordance with the established order. Not develop by adhering to age-old playbooks. Develop higher.
Simply as we imagine there’s a greater option to develop, we additionally imagine there’s a greater option to construct. That is the place the Main Colours are available in.
Meet the Main Colours
Our method to product growth is straightforward, and it permits us to create multiplicative advantages for purchasers that no different CRM platform affords. We deal with 5 foundational components that span all of our merchandise, and we work at bettering every certainly one of them, all the time. These components are: Automation, Content material, Information, Messaging, and Reporting. We name them “Main Colours.”
Each one of our Hubs – CMS Hub, Advertising Hub, Gross sales Hub, and Service Hub – contains a unique mix of the 5 Main 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-after-day, the query we ask ourselves is not “Which Hub or function will we work on at present?” It is: “Which Main Shade will we improve?”
Because of this, after we add worth to 1 space of HubSpot, worth is routinely added throughout all the CRM platform. And that permits us to ship a gradual stream of pleasure to all of our prospects on an ongoing foundation.
Listed here are 3 ways through which this method permits us to supply distinctive worth to our prospects within the crowded CRM market:
1. Steady enchancment throughout the platform.
“HubSpot is the proper, always-improving advertising software program” – evaluate on G2
The identical 5 Main Colours go into constructing every HubSpot product, so after we enhance one Main 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.
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 CMS Hub prospects — all as a result of we invested in bettering only one Main Shade.
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 Main Shade basis, our prospects can anticipate a well-recognized, quick, and pleasant person 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 instantly, 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 diminished.”
As soon as a buyer learns tips on how 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 anticipate consistency, not complexity.
They do not should relearn how Messaging works or how Information is saved each time they add a brand new Hub — one thing they’d probably should do in the event that they had been working with a system that had been cobbled collectively by way of acquisitions or in the event that they use completely 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, 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 reality” – evaluate on G2
With HubSpot, fast-growing corporations 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 understanding of the identical acquainted system, silos crumble, knowledge is centralized, and knowledge flows freely. The entire workforce has entry to the identical useful 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 achieve entry to the identical buyer knowledge in a centralized CRM. And since each Hubs supply equivalent 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 shopper, 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 info within the shared CRM and can know to deal with that function on their subsequent name with the prospect.
They need not 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 In a different way, Rising Higher
The challenges that corporations face in 2021 are new, so our method to constructing our merchandise must be new as nicely. With the rise of the hybrid office, we’re all discovering our work lives intersecting our house and household lives, too. That raises the bar on what we anticipate from enterprise software program.
Folks use HubSpot to energy their companies, to offer 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 vital than ever that our CRM platform expertise appears 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 prospects want, not what our rivals have carried out in previous many years. With the 5 Main 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.