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I just want to say welcome event for June uh today's topic sells automation so we're going to be going through um some of the features and that kind of thing um around sales automation today uh and some of the newer features that have recently been dropped down from the Enterprise level to the pro tier on HubSpot as well so we've got a few things to cover off today and looking forward to kind of working through it all with you okay so let's share this okay very good there's that one all right let's try it again laughs okay very good all right let's move to slideshow B okay there we go I'm good hopefully everyone is able to see the screen there very good very good all right well let's uh let's get started so uh welcome everyone uh to our hug event um we're happy that you can join us today uh either live or on the catch up uh afterwards uh especially though let's get to know each other a little bit um some of the people who are on the call today um just a couple of questions you guys could just drop it in the Q a section that would be that would be great uh or in the chat I should say um but the first question uh I have for her is around what industry you're in um this question here really is about um just so that we can kind of get an idea of what industries people are in and you know making sure that the content today is going to be relevant to those Industries so we'll wait a couple minutes for that okay all right so it looks like we have a digital marketing represented so far okay kind of roll through on that um the the next question um I have here is more around what sales tier people are using um today we are talking about some features that are available at the starter level some of which are only available the pro and Enterprise levels um so it just kind of gives uh just a little bit of information on that front there foreign looks like we have a uh who wanted Enterprise um still waiting to hear back from others but perhaps they can get back to us as we're kind of going through the hope today uh so uh here is the the customary plug slide uh so my name is Rubina I am the digital marketing manager here at refuel creative I am a uh responsible for for leading our team to deliver our projects for clients whether they be websites marketing strategies ad campaigns SEO projects sometimes good old-fashioned graphic design and also we also do offer video Google ads technology Consulting but mostly most important of all particularly in today's context we're also HubSpot partners uh we uh also award-winning housework Partners um we also partner with Google meta and Microsoft and our most recent achievement has been named the top 25 fast-moving companies uh within South Australia so pretty excited uh to share all of that with you today but let's kind of move through um into what we're actually covering today for the um for the uh what we're covering in the session we are talking about playbooks today um we figured it was something that was important to cover off particularly since um they're now available at the pro level as well we're also going to talk about defining deal stages and how important uh that is and also to look at some of the the tricks and traps and pitfalls to avoid as well um in our work as hubs for onboarding Specialists we certainly have come across in previous um you know projects and current projects some of these uh sort of stumbling blocks that can impact um a successful implementation so we'll kind of work to address those today we're also going to talk about lead routing um and you know how you can automate that and then finally we will talk a little bit about the HubSpot quotes and quote-based workflows I know some people have a love-hate relationship with HubSpot quotes but I promise you they have improved for all these since you've last looked at them so that's what we're covering off today and that'll be the focus for today's session so first up playbooks um playbooks are like a script for your sales call um you know make sure you don't forget to ask a question and ultimately you can give your team the know-how to guide them towards closing that deal so if you're running in an organization where you've got a very experienced sales director or sales manager and you're starting to build out the team with some more Junior less experienced sales team members or people perhaps who are just new to the organization as well Player Books can be really helpful because as the senior sort of Mark sales lead I should say you're able to create and customize those based on what sales processes have worked for you and then the team can just follow them uh so it's a it's a really really great tool and what's even more exciting is that it's available now to people on on Pro um it's always been there at the Enterprise level but more recently has come down to the pro level which is great for um anyone on huffshot sales Pro so playbooks can be used for course groups um sales plays um you know useful information um so for example if you always are compared to another um you know product in the market or another brand in the market um you know having some information there around why your service is better even if it's just got the sort of the text for the team to to draw on and follow can be can be really useful um you might even also develop a Playbook that just has frequently asked questions um questions questions that are asked by people often so uh it wouldn't be a hug if we didn't actually get into the platform itself so I've got a few examples to to show what we're talking about today um so we're going to just switch over screens there so I'll just swap over the the tabs okay so I've taken the liberty of putting together in our Enterprise test um portal a sample deal it's got a sample contact in there we've also set up some playbooks on the side here so when I say I'm on the call with the with the prospect we're having a chat about a few different things I can use this to open up the Playbook The Playbook then has okay well these are the things that you need to ask on that Discovery call and then I can put in my notes here so in this particular case um you know this is the the test contact here is the founder of leadjet so it might be okay I will you know lead jet is a SAS that helps I'm new to bring your leads uh from LinkedIn hotspot for example um you know we also when you're setting up these playbooks you're also able to add some prompters or some quick prompters in here um so it might be that you are able to look at the person and who you're talking to and in this case it might it's you know the the director um you can then also put in some additional notes as well but having these prompters here can also help your team to sort of be more consistent how they're labeling people as well you might decide to ask them about goals and again these sort of options can help to prompt your sales team and what they should be following as they're having the conversation and then finally you might be asking about challenges it's a fairly standard kind of proforma for what you might cover in a discovery call um now an interesting thing you can do with playbooks is that you can actually have so you've seen the different types of questions we've got here so here's a generic sort of just open text field question and answer there's also the question and answer version where there's some Shortcut answers um that you can select when you can select multiple at the same time as well as putting in additional notes and then the final kind here um is if you know you're you're able to actually update properties within HubSpot from The Playbook itself um so say for example we're having the conversation and uh you know it kind of comes out okay well actually we've got a hard deadline of August 4 to solve this issue um so you can pop that in over there budgets that are available uh it might be okay what we're going to have say 25 000 um for example so then you can kind of wrap up the conversation again put in some kind of scripts language here as well um and then kind of take it from there what we're going to see in a minute is once we click log call on this one um you can also select the outcome so in this case it would have been connected otherwise I'll get the information um once you've logged it you can then drop that in there and what we should say is the close day up here being updated automatically the amounts being updated automatically from The Playbook itself uh and then following on from that it then logs the details against the call activity as well um so it's a pretty uh powerful tool there to really help the sales team um to you know help guide them through the process so it's it's pretty pretty exciting uh from there okay so I might just flick back to the presentation if anyone has any questions feel free to to drop them in the chat and we'll kind of address them as we go happy to happy to do that for sure [Music] go back [Music] come down here that'll be fine very good so just jump across over here so um the next thing I'd like to talk about today are defining deal stages um so this is ultimately about thinking about what's going to happen at each stage of the deal in your pipeline so we're talking about you know what happens when you first make contact you know what happens during the discovery phase you know what happens um you know that are there any other stages that need to happen before a proposal is sent um you know when a proposal is sent what happens after that um so it's about really thinking about you know what your ideal sort of cells um pipeline should look like and what the deal stages then need to be within them so this HubSpot sales uh like the pipeline and the deal stages can be customized to support your specific processes and that's something that we've helped a lot of our clients do um we do have an example of a plan that I do want to run through with you and this kind of just gives you a bit of an idea of some of the detail in this particular case we you know kind of work together to find zoom in on this a little bit more so it's a bit clearer to see but we actually give some consideration to to marketing and what happens um you know to the the person when they're a contact in the CRM it might be that they've just signed up to to be a subscriber at that stage uh you know it might interact a few times and then we you know automatically make them a marketing qualified lead at which point it might be okay well then once that's so in the system uh it might be then tagged you know depending on the lead score for example um you know okay well this is actually one that's ready for sales to do an Outreach um at which point you know it may become an SQL before it actually enters the deal pipeline or in some cases it may be that you um as part of the deal pipeline that's actually recording the first stage of when the sales team actually have made contact with that particular person so that's that's certainly something that can be um you know looked at and it really just depends on what your specific processes are we've had clients where they'd like to be able to track uh you know when a prospect is contacted as part of the deal stage because if they're seeing a lot of prospects come in and then go straight to close lost then they know that there's something wrong with the pre-qualification process before sales reach out um or there might be something else that's going on as part of that betting beforehand uh the main thing from here then is to to look at the we might just foreign so as we sort of Move Along here um you know and work through the deal stages you know my back has an appointment scheduled um we've used most of the standard ones here you know that we then look at what the customer life cycle stage should be at this stage there's a lot of planning and thinking around um what needs to happen and what um and where um because we do find that you know particularly with the customer life cycle stage when we're engaged to work with a client sometimes that hasn't been updated in sync with the deal pipeline um and as a result when you go to look to see how long it takes to become from a lead to a customer the data there isn't always reliable so when you're looking at visitors um important to consider how this kind of works out uh again you know we look at okay well what are the conditions to enter this stage um you know it might be okay well they have the contactors of books uh first appointment meeting if that's the case then you know you certainly can look at setting um some automations based on that uh looking at the uh you know what happens uh you know when they what happened needs to happen on the platform you know also thinking about the you know if there's any notifications that need to be sent any tasks that need to be sent any reminders um that's the kind they're kinds of things that we look at as we kind of go through these because when you sit down here and work through the sales Pipeline and work through what should be happening uh you know even as you kind of look through to the service area afterwards um it really gives you a strong idea of okay well this is how I know we need to set up our HubSpot now um so it's worthwhile taking the time to to work through these um bits and pieces here I'm gonna jump back here for a minute very good all right um some of the tips and tricks that we have for defining deal stages uh one of the big things is don't over complicate it um we have seen uh in you know our work with some of our clients um you know when we've originally looked at what the deal stages they wanted to include they you know have been up to to 20 or so um where you know some of the the stages aren't really stages and you know perhaps they're more appropriate to be considered under the customer life cycle stage or alternatively it may be that they are should be you know it just it should just be a task that reminds someone to do something rather than a deal stage being used to act as a reminder to take action on something uh the other tip we have is to spend time to get it right from the outset or get help if you need it um you know we have seen in some portals when we've done audits um situations where the sales pipeline has just kind of been set up uh and you know without a ton of planning necessarily [Music] um and or they've been set up in the past but they haven't been reviewed to match the change in sales processes and things like that um you know it is really important to take that time at the beginning to to set it up well and make sure that it does match what your intended sales processes are uh something else to keep in mind is how scalable your approach is so we've had um experience in the past where uh we've come up with a fairly comprehensive um automated way of kind of moving deal from stage to Stage um but in some cases you know our clients are preferring to manually manage that in the first instance when you've only got you know maybe 10 deals in the system and you're just starting out with HubSpot for sales you know manually kind of assigning uh the deals or the leads and things like that can be can be done because you are working at a at a smaller scale um the expectation though is that you are going to be successful in what you're doing with your sales activities um and that you will start to see more leads come in either through marketing or through sales Outreach um and as a result you are product NFC an increase in the the deals created the leads being generated and having someone being the keeper of all things isn't going to be um you know necessarily the best approach there because it will get to a point where they're beyond it'll be beyond that capacity um to do it there'll be tied to three different roles or something like that perhaps um or they might just be the you know the default person who's who's responsible for it but you know with those types of things we'd recommend looking at um ways to automate those shifting between the deal stages um where possible so as a result the next uh sort of tip that ties in directly to that scalable one around thinking about how you can automate uh some of the the transitions between deal stages if consistently you've got to see you know a sign quote for example to Move It from proposal sent to closed one or an expired quote we'll send it to close lost um you know that those sorts of automations can really help and keep your pipeline nice and tidy the benefit of that being that when marketing are involved if they can then if they're able to know okay well this person was a close lost for this specific reason um and they fell off uh you know three months ago then you know that we can now enter them into a nurture sequence that we've tailored specifically for that kind of person so it is really important to keep your dual pipelines tidy in terms of the sort of the close one close lost sort of areas there and then finally is uh just a reminder there not to forget about the life cycle stages um the life cycle stages are what HubSpot used to um to change uh to sorry to measure how long it takes someone to become a lead to go through to being a customer I think as a salesperson you know knowing the length of the sales um pipeline is is always useful you know particularly when you're looking at trying to meet your kpis and things like that um you know trying to to know okay well I know it's going to take on average at six months to close a deal um from you know the time that they come in as a lead to the time that they actually are a closed uh one client a client with one you know I know on average it's going to take six months uh from there you can then kind of you know get more accurate forecasting and then kind of take it from there so that life cycle stage um property is critical um what's been pretty exciting though is that the customer life cycle stages only in the last uh within the last month or so are now fully customizable I know that for long-term HubSpot users this has been something that people have been asking for for ages and ages and ages um and finally they have actually brought it through for the one to use um so you can now customize um the customer life cycle stages and it doesn't matter what plan you're on whether you're on starter or if you're on Enterprise you're able to do it so here's a quick peek behind the scenes here um of the life cycle stage so it's an what you can find it in your settings uh and then you head to objects contacts and then once you're here at contacts it'll come up here so just click that one there one there and then move through to life cycle stage which uh with the Bold flashing new label you won't be able to miss it uh so this is something that you can now start to automate some things in here so set the life cycle stage so what um you know what you've set here so when a contact is created what life cycle stage should be there yet so you can set it to any of these lead subscriber Etc when deals created and when a deal is won so ultimately these are the the metrics that we want to see what you can now do is add in extra stages so I know for some people uh you know who are in the sales field sometimes there's a difficult time of identifying people as a poor lead or a bad lead or a Spam lead or something like that so now you can actually head in and add that as a customer life cycle stage rather than using coming to use your own customized type thing over there that might be an example you might decide that you know putting in a a bad lead sort of option there so that you can then report on it um you know or poor quality lead or however you'd like to term it that'd be you know perhaps that might be an opportunity to add that in that for now so ultimately it kind of depends on um you know whether there are extra stages you might have some you know kind of um people who are subscribers that might be one way of starting uh it might be that you want to track you know you want to have a stage where they're a student or something like that perhaps or um you know because they're they're enrolled in your Academy or something like that so there might be some other stages along the way that kind of get to get through from being a lead a through to a customer but that opportunity to customize is finally available okay uh moving on to lead wrapping so these are tied into workflows available on Pro and Enterprise I have noticed that starter is now doing some there are some basic uh sort of automation workflows you can do from the form itself on starter now so there are some opportunities to kind of Route the leads directly attach the form but they are very simple in comparison for so for today's session we are really going to look at the workflows to automatically assign leads to some of the more complex versions um you could do this based on any of the data that you collect to other person prior to them being engaged by sales so these sort of um lead routing activities are really designed for leads that have come from inbound marketing activities [Music] back into HubSpot we go so this is one that we've put together specifically for today's session so we've set the triggers as okay well they've enrolled on the sample contact first form pay on any page and we want them to have at least viewed one page um following on from that it might be the case that they are we want to check if there is a contact owner so if for some reason they are a client who has decided to contact through the website using the contact us form uh it might be that okay well if they're actually already have a contact owner assigned to them we probably just want to send that notification to that person if that person already exists so we're putting this if them Branch just to capture that in case there's that eventuality if the contact owner is unknown um we've then now set you know these are going to be based on industry they're going to be sent to specific people um so in this particular case we've checked you know if the industry is accounting we're going to assign the property uh the contact owner to ollie and then going whipping back up here to send that internal email notification to the contact owner now that we've actually got um that person assigned to the contact uh similarly you can have up to 20 of these branches on if them branches so if you've got you know more than that then you probably need to look at perhaps setting up a uh it might be another another workflow um to capture the others but it can get very convoluted and complex that way um and kind of goes against what we're saying around being trying to keep things simple uh so if we kind of go across here we've said okay well if it's any other industry that isn't um these ones here then basically we just want to rotate that contact between the three contact owners um because anyone can pick up that blade it's just whoever's turn it is so you know this is a fairly simple version um in the presentation we showed a mini map for uh one of the ones we've put together for a client who's got very complex requirements that we have to account for geography um geographical location was there a global the service of Global Market but then also what type of sort of inquiry it is as well so it was a certainly one of the more complex workflows we've built in terms of lead routing in case um you haven't seen this before this is the the mini map which I feel is a great addition to household particularly if you do have a very complicated workflow because then you're able to kind of see um the different bits and pieces there and what's going into what and see see it on a grander scale uh you can then also use it to zoom in and that as well oh it's still that's like a little bonus thing there these ones here so some of the tips and tricks again mapping out the criteria that you're going to use to Route the leads is really important so making sure that you uh understand okay well this is what information we want to use throughout the leads for example you might have sales teams who service different regions of Australia so in which case okay well we need to make sure that any inbound leads we get we need to capture the postcode or the state so at least we know which person who can pull up the lead once they're ready to become someone who's contacted by sales um then ensure that that information is collected so that prior to sales making contact so that when you go to make those workflows you've actually got that information sitting there uh set up alerts to managers if the lead hasn't been followed up for next day so if there is a sales process that says when you're assigned a contact you are required to contact that person within two working days when you set up the task to remind them to do it or and send the email notification if the task is overdue which might be you know two days later you can then set up an alert to go to the manager and that might be an email notification it might be a an SMS just depends on what's more relevant um to how that manager would like to receive those notifications um operations how Pro can also be useful for really complex load routing scenarios as well so that's another one to keep in mind and then the final one and this this is probably Universal advice for all workflows out there uh test test and test and tests and tests and more uh because once you turn it on if um you know if something isn't behaving as you expect it to then it can certainly lead to a bit of confusion uh with the team and that's certainly something that you'd like to avoid the first time around so testing as much as you can is is critical uh take a minute here and and say if anyone has any questions feel free to um drop them in the chat happy to happy to answer as we go along okay so let's bring this one back up so we're kind of coming um towards the end now so we've got here customized quote templates so um one thing that you can do on so on starter with customized quote templates um you can customize the quote in that you can you know make sure your brand colors are applied you've got your information in them and that sort of thing but in terms of making the quotes look more like proposals that's a feature that is limited to Pro and Enterprise so this is all about making your quotes look like slick proposals and to cut more importantly cut down the time it takes to generate proposals after you meet with the prospect um so we're gonna just do one I prepared earlier here we go so we're back on our same sample deal where we've used the Playbook we've got some information here um based on uh you know the conversations it'll be a case of all right well let's add in uh the products that they might need so we'll look at the library and we'll grab a couple of services there save that okay that's fine so create quote so off we go so there are the uh basic modern and original those are the the standard ones that come with HubSpot but what we've done here is we've taken the opportunity to create a proposal um template here which actually pulls in um essentially uses the CMS that sits in HubSpot to create a beautiful looking proposals at the moment you know we've just put up some Lauren with some text in for the moment but ultimately it will take information from the deal pop the information into the proposal and then kind of you know give you a really strong framework to work with so let's kind of move through so if we through on here and again all the way through you can also use the signature as you would in a normal quote you can also use your payment options if you have those enabled and then finally at the end here what you'll see is a template now one thing that is a limitation of this uh particular way that hotspot treats it is that if you um want to edit anything in here that's not something that um the quoting tool will support at this stage so if you have for example um you know a proposal that is based on Google ad services for example you might have a version of The Proposal that just has Google ad Services if it's a household onboarding one you might have a version that just has HubSpot onboarding services and so on so it really just depends on on how um what kind of information needs to be in there it may be that you end up with mostly generic kind of information but this is what will be sent when you send the client when they open it up this is what they'll see on their screen so if you've got a product offering that's fairly generic each time then this could be a really strong solution for you particularly if you're trying to to bring uh some you know extra sort of flair to your proposals and yet still pump them out in record time as you can see here we've got the the project estimate so the quote is buried in here it's pulling in the product information the product details um I forgot to add text to this one so there's no tax on this one and then also uh the verified assigned project of services it's the bottom here okay uh now that I've had a quick look at customized uh quotes um it's now time to kind of have a look at some of these quote-based workflows that are available to people who are on Pro and Enterprise again this is another feature that recently seems to have dropped down from just Enterprise down to the pro level as well which is very exciting for one pro um but ultimately it basically means that you can set um actions to happen after a quote is approved um if you are using slack uh as a team or even if you're using teams um you can send notifications to those platforms to notify people uh if a quote signed off for our use case you know we would send a notification to our traffic or production schedule uh slack channel so that you know the operations manager is aware and knows when that this question signed off so we need to start onboarding the client um let's start you know briefing the team and make sure that we we're booking those kickoff meetings um you equally can add you know SMS or email notifications if that's how your team better respond to notifications um the other thing you can do is that you know obviously because it's sitting in a workflow if you've got um marketing uh so paid marketing tier attached to your HubSpot um you could then also automate sending out that first welcome onboarding email um so again we're kind of it's been very workflow heavy today um but again we've got here a simple one where the quote approval status was setting to approved first we want to check if they're an existing customer so if the quote is associated to a deal and the deal has is the deal type is existing business in that case it's a matter of well actually we just need to notify someone that the time that the quote's been signed off so that someone needs to go and make sure that the team are ready to action it but if they're not an existing customer if the deal type is not existing business or is unknown then we need to send them some onboarding materials this is something that you know we're still working on automating ourselves um but you know it's essentially the same email goes out every time we're making use of those templates that's for sure uh so you know it's a it's an email that says you know welcome to refill creative please complete our client onboarding form and we'll look forward to kicking off the project with you and so on and so on and so on um we then set a delay here and if they haven't opened the email um if they have opened the email and they've uh you know looked at it then you know it's probably time that we can kind of start moving ahead and building out the work um but if they didn't open up the email then we probably need to notify the quote owner that hey this person hasn't actually done the husband opened the onboarding emails you probably need to manually and follow them up with a phone call or a personalized sales email so again another example of how we can use um you know there's quite approval statuses with our experimentation in this space we have already found that there's a few tricks and traps one thing is that we've discovered not to rely on the e-sign date property um if you rely on that property alone when you create the quote you must as somehow as the creator of the quote you are essentially I think signing the quote without signing the quote um you know you are I was going to say so it basically will just automatically do it so it'll automatically say move the quote to the close one part stage of the deal pipeline it'll then notify everyone oh hey you've got a you know a new client new work your new projects come on board but then when you go back and check on the actual quote it hasn't been approved um so that e-sign bank property is a little bit uh finicky I think so probably best not to rely on that one uh as we said before test test tester triggers make sure they're accurate um and use the the quote sign off or the approval status as the trigger to send tasks to your project management system uh let people know that they need to raise the invoices uh and so on and so on and so on if you have Ops Hub as well there's probably some other things that can be done there as well if you want to know more about workflows um are highly what we all highly recommend the workflows Deep dive course um it is available on the Hustler Academy it takes you about 45 minutes to an hour to complete but it really is a worthwhile um use of your time particularly if you're looking at doing more and more with workflows um because yeah it really just focuses on workflows how to use them best way best practice and all that kind of thing um and if you need to know more about sales Hub in general we do strongly recommend that you look at the sales Hub certification um which is a longer time investment uh than the Deep Drive course but it is a HubSpot certification um which you can throw up on your LinkedIn of course if you so desire um but also it really does take you through the details of sales Hub and what is possible within the platform even if you've done it before it's really worthwhile doing as a refresher because as we've seen today there have been some changes to sales Hub with some new features coming on board and then also just new features being available to people that perhaps didn't have them previously so we'll just kind of sum up some key takeaways and then I think we'll shift over to questions so some of the key takeaways spend time mapping your sales pipeline it's really important to to get that better down and on paper because once you've done that it's much easier to translate that into what it means on HubSpot workflows are your friend get to know them do the workflows Deep dive course uh build out your sales playbooks and HubSpot so that all of your team can be as effective as the um you know most effective sales person on the team uh save time when you use quote templates so that's probably one of the the biggest Pros there is that you know you're basically put in your your products the line items and you generate the quote you might put in a few notes um you put in there make sure the GST is added or the taxes are added from wherever you are uh and then yeah you're pretty much done you saw it kind of all happen fairly quickly when you're on this hug today so um I might just flip back to see are there any questions today okay here we go uh can you use integrated quote software like Panda Doc in a quote-based workflow um that's something that I haven't seen so the quite most workflow is purely based on the health spot quotes um you would be using Panda dot typically um associate the information of where things are up with the contact property if I'm not mistaken so you probably would just use a contact-based workflow to do that um if you were using painted up or any other third-party proposal tool are there any other questions okay no worries all right well on that note we might give ourselves an early minute or so thanks for joining today and if you're joining us on the catch up hope you have learned a few things about automating your sales processes using HubSpot thanks guys