Accounting firms sell all types of financial products: tax, valuations, investment, compliance, consulting, cyber and more. Going to market with any product requires advanced planning, and there are many reliable tools available to streamline operations. In 2004, two MIT graduates created HubSpot, which is now recognized as the premiere inbound marketing system. Businesses of all sizes and in every industry are using HubSpot, and there are several reasons why it is the right tool for accounting firms that want to grow.
HubSpot is a business software system that offers a full platform of tools for marketing, customer service, sales, and customer relationship management.
There are several core features:
To see the entire product offering from Hubspot, click here.
HubSpot can be a client experience tool, sales tool, service tool, a CRM, a relationship manager, and an operational hub. It’s important to understand that HubSpot is only as good as the people driving it, and it must be supported by shared goals, initiatives, and metrics.
Firms tend to adopt marketing tools in HubSpot first. Some use it for sales, but even those with more thorough feature use often only utilize around 40% of what HubSpot can actually do.
When it comes to facilitating a go-to-market strategy, HubSpot is great for accelerating growth.
There are four main components to a go-to-market strategy (GTM):
Sometimes, a picture is worth a thousand words, so here is an illustration of a campaign in HubSpot. This shows the type of visualization HubSpot provides of an accounting firm in the restaurant niche. They are targeting franchises with 1-10 stores, seeking to gain an audience with a CRO or CFO. HubSpot provides marketers with insight into clicks, impressions, inquiries, and conversions, enabling the team to understand the full client journey and make strategic choices to support each touchpoint
HubSpot supports all primary and related components of a solid GTM strategy. Here’s how:
This is a boots-on-the-ground analysis effort. It may require sending forms and surveys for research and is an intelligence gathering exercise. The contact management tools, form-builders, and data tracking devices in HubSpot make it easy to start gleaning insights as soon as a first response. Because of how robust the system is, all the data you need can communicate with every product on the platform. As a result, it is easy to reduce data silos and ensure the conclusions you are making are as accurate as possible.
This is also easily doable in the HubSpot system. Through virtually any integrated channel — email, social media, ads, etc. — you can quickly see the types of people who are responding to outgoing messages. It’s important to know who is opening emails, clicking on ads, linking to your website, or filling out forms. These are the keys to refining a target audience. As a result, this picture gets clearer the more you reach out and do (or don’t) get responses.
Conducting a completive analysis in the digital world means comparing websites, social media platforms, and also leveraging news stories and alerts. Data gathering devices in HubSpot can make this possible as well, and the platform can be used in tandem with Google Analytics, SEO tools, and other intelligence efforts.
Is perhaps when HubSpot shines the most. If your firm hopes to have any size digital footprint, it must be active on many platforms across the internet. The health of your website, activity of your social channels, and engagement with email lists are all essential to the overall success of product sales. HubSpot makes it easy to deploy messaging, then track it all the way to a conversion point. Thus, ensuring optimal clarity into what is working best.
If your firm is making more than a couple hundred thousand dollars a year, and you don’t have a system like this in place, we need to talk. Winding RIver Consulting is a HubSpot certified partner and knows the platform and the benefits it brings to accounting firms. Reach out now.