Marketing Organisation: These Mistakes Will Be The Ruin Of Your HubSpot Portal

19 Aug 2021

You've successfully brought the power of HubSpot marketing to your business, but if your HubSpot portal is a mess, you may be sabotaging your investment. To enjoy better performing sales, you need top-notch marketing organisation, and it all begins with how you manage your HubSpot portal.

If you can't make head or tail of your portal, you and your team will feel discouraged from using the application, resulting in some major regrets. For example, think about all those lost leads you didn't follow up on. Or all that great content that never gets the attention it deserves.

HubSpot is ready to be your biggest marketing ally, but if there's no rhyme or reason to your portal's marketing organisation, mistakes will happen, and campaigns won't progress the way you’d hoped.

Are you ready to Marie Kondo the mess out of your HubSpot portal? To bring things into blissful, satisfying order, we have to first take a look at what may be causing all the problems.

No-name landing pages

You know there's a great landing page with some very useful content somewhere in your portal, but where is it?

As your company builds up its marketing content, it's essential to get the nomenclature standardised so that anyone on your team can find what they need quickly.

Your naming structure should reflect your company's typical workflows. Sticking to a similar pattern will help to prevent bad naming habits from creeping in. Be clear, specific and as detailed as possible.

A good idea is to categorise your landing pages according to type and position in the sales funnel ( top, middle, bottom of funnel).

Examples of landing page types:

Squeeze Page
Splash Page
Lead Capture Page
Click-Through Landing Page
"Get Started" Landing Page
"Unsubscribe" Landing Page
Long-form Sales Landing Page
Paid Advertising Landing Page
"About Us" Landing Page
"Coming Soon" Page
Pricing Page
"Thank You" Landing Page

For uniformity, ensure that the abbreviations you use for these landing page types are clearly communicated to your team.

Forms, forms and noch more forms

Do you have a form for just about everything? How's that going for you? Too many forms can be off-putting for your leads and for you.

Not all forms will get sufficient traffic, and those are usually the ones that get overlooked if they need to get updated; so when you do get that one random request, you don't get the form submission notification, and that lead gets lost in the ether.

You don't want your customers to feel like every interaction with you is a quiz on their personal details, so drop unnecessary forms where you can and utilise a standardised form across multiple pages. You can still personalise your follow-up message, but the form, where possible, should remain the same to avoid confusion. You can amend these settings on an individual page level so that your top-level view of the action leads take after submitting the form is specifically tied to the page or offer they interacted with.

Like your landing pages, you can group forms according to where they sit in the sales funnel. The leads that come from the bottom of the funnel should be asked to provide more detailed information. This will help your sales team to give a more customised service when reaching out.

User mayhem

Not everyone with access to your HubSpot needs all the permissions. It's a bit like giving a toddler a marker pen and setting them loose in your front room.

Okay, we're not saying that some people on your team are ink wielding toddlers, ready to cause damage wherever they can. But it simply makes sense that some areas in your HubSpot portal should be explicitly reserved for the people who are experts in using them. This will help you consistently apply conventions and keep control of what's going on with your HubSpot portal. Only a few key people should have Super Admin rights to ensure that your HubSpot is kept in good order.

Map out each team and define the level of access they need to certain features within the platform. Use the settings to organise user permissions so that there are never any unexpected surprises when it comes to changes or adjustments to your content, functionalities or notifications.

Contacts clogging up your lists

As your business grows, so will your contact database. But is every contact worth holding onto?

Contacts that have unsubscribed or classified as unqualified shouldn't be left to clog up your lists. Part of your marketing organisation strategy should be to know when it's time to cut your losses and make space for new, better-aligned contacts.

HubSpot's Marketing Contacts feature allows you to differentiate between marketing and non-marketing contacts, giving you control over who you target with your marketing. Since you pay for contacts, it's important to apply an effective system for managing your marketing contact list and only paying for advantageous opportunities instead of uninterested folks who don't fit your buyer persona.

The lists tool can help you to sort through contacts according to the criteria that define what a useful contact is to you so that you can either store or remove them from your database.

If you're a little uneasy about deleting contacts, just put them in a spreadsheet and save them on a drive for future reference.

Stay committed to maintaining your database so that you don't end up with an overwhelming backlog of names you can neither recognise, not categorise. Put a task on your to-do list and give your contact list a good spruce-up every couple of months for good measure.

Faulty file section

Okay, so, your HubSpot file section can't really be faulty... without human intervention. The only way that your media storage can get disorderly is purely through your own bad habits/practices.

When this happens and files accumulate, it can become really hard to act fast when you need to or effectively collaborate with others because you're always searching for that one file.

Just like you did with your landing pages, you need to create a structure and an agreed method of naming folders. Don't be lazy when uploading new files. Be sure to rename them according to the conventions you've set out so that everyone else on your team can easily locate and identify the content or media they're looking for.

Each folder in your HubSpot portal should be titled according to the type of media it houses, for example, logos, soundbites, eBooks. Don't wait till the end of the day to organise, name and correctly file your assets. Build the organisational process into your workflow so there isn't a massive pile of files to sort through at a time when you could be doing far more productive things.

Conclusion

If your HubSpot portal is a mess, the time to procrastinate is over. The problem will only get bigger if you and your team don't plan your marketing organisation structure. Agree on how you're going to name and classify each element that features in your HubSpot portal and then carry out your work in line with these new best practices.

Need some help spring cleaning your HubSpot portal? Watch our on-demand HubSpot User Group webinar, led by BEE's Romy Fuchs, where she and the team take you through all the essentials you need for making sure your portal is squeaky clean and ready for business.