Xero App Series: HubSpot

Welcome to the sixth instalment of our Xero App Series, covering some of the best and most popular Xero add-ons that may assist in your business.

Over the last three months, we’ve explored Spotlight Reporting, Receipt Bank, CloudPayroll, Deputy and Vend. In case you’ve missed them, here’s our quick introduction about why we’re running this series.

In this blog series, we wanted to draw your attention not to Xero’s core features but to the 800+ add-on apps that feature in Xero’s App Marketplace of approved third-party software providers and products. This ecosystem of added functionality is part of Xero’s winning edge over other accounting systems, bringing a world of additional possibility, insight and power to your business. 

Over the coming months, we’re going to look at a different Xero app each month and explore the significant added value it brings. These apps are in use all over the world and are some of the most popular currently available in the App Marketplace.

We would be very happy to assist you with any further questions, especially if you are interested in a trial implementation at your business!

This month, we’re on to…

HubSpot

HubSpot is a cloud-based CRM (Customer Relationship Management) and marketing automation platform that aims to create the best end-to-end customer journey possible, while significantly scaling up your capacity to deliver best practice marketing campaigns, sales and service.

It gives you ways of: capturing new leads online, “keeping them warm” with automated emails containing updates and offers (or anything you want really), keeping track of all the ways they’ve interacted with your business (including through sales calls and in person meetings), and then keeping in touch with them through company-wide or highly personalised updates.

Category: CRM

Rating: 4.75/5 stars on Xero

Founding details: HubSpot was founded in 2006 in Cambridge, Massachusetts at the Massachusetts Institute of Technology. It has since grown to become a listed company (New York Stock Exchange in 2014) and acquired Oneforty, the Twitter app store, and Kemvi, a technology that applies artificial intelligence and machine learning to better sales teams. 

Scenario:

You’re a fast-growing business with up to 100 employees looking to improve and streamline your sales, service and marketing process by creating impactful content and campaigns that result in meaningful leads. You then desire the tools to be able to convert these leads into satisfied paying customers.

About:

HubSpot is an inbound marketing, customer service and sales software service built to help you grow your business. They provide five different products, including:

• HubSpot CRM – where you can view and track your entire sales pipeline in one dashboard. This is the basic level that Xero users will need to have and it’s free!
• Marketing Hub – provides numerous tools to maximise your inbound marketing funnel, including marketing automation, call-to-action design, analytics and ad tracking.
• Sales Hub – allows you to track how deals are progressing and accelerate sales cycles through features such as sales automation, email sequencing, scheduling and tracking, and predictive lead scoring.
• Service Hub – provides the tools to create personalised, value-adding customer conversations, such as allocating particular issues to certain people, creating a knowledge base of FAQs, conversation bots and feedback surveys.
• Content Management System Hub – allows the non-coders to create, manage and personalise website pages for different audiences, with tools like SEO recommendations, a drag and drop editor, adaptive testing and multi-language content creation.

Integration with Xero:

To integrate the two platforms, you’ll need a premium Xero account and a free HubSpot CRM subscription.

Xero and HubSpot integrate together for end-to-end visibility into your customers’ journey, from stranger to paid customer, all in one place. Using Xero and HubSpot helps nurture those leads your website attracts, so you can start building better relationships with your prospects and customers through personalised conversations. The Xero to HubSpot integration ensures your Xero contacts are available in HubSpot CRM for all your inbound sales processes, and keeps them up-to-date if anything changes in Xero.

Your contacts can be segmented in HubSpot using your Xero data. You could, for example, filter customers that: have an invoice 7 or 30 days overdue, haven’t purchased from you, and have purchased from you in the last 12 months.

To learn more about HubSpot, visit the Xero App Marketplace or HubSpot’s website.

Feel free to contact us if you would like to learn more about integrating HubSpot with your Xero account.