How To Successfully Pitch HubSpot To Your Boss

How to successfully pitch HubSpot to your boss A few key benefits to arm yourself with when pitching HubSpot’s CMS Hub to stakeholders.

How to successfully pitch HubSpot CMS to your boss www.igomoon.com Preface You have a problem – your content management software just isn’t cutting it anymore. You know it, everyone on your team knows it, but you’re struggling to get your boss to invest in something new. Pitching a new CMS to your risk-averse boss can make even the calmest, coolest, and most collected Marketing Manager perspire. Thankfully, we’ve put together this guide! We’ve laid out some proven HubSpot CMS benefits to arm yourself with and build a case for HubSpot being the rocket fuel their business needs to grow. We want this guide to help your boss see you as the marketing guru we know you are! So, in case your boss has any objections - we’ve also included some scripted responses for you to use during your pitch meeting. 2

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 1. Your team won’t spend their days moving from platform-toplatform With HubSpot CMS Hub you’ve got everything you need in one place - you never have to leave the HubSpot control panel! Usually, you would have to go from platform-toplatform to manage your social media, analytics, email, CRM, website design, blog posting etc. This can be time-consuming and, to be honest, a real pain. All those separate tabs and different log-in details. We say no more. HubSpot is a platform where everything is in one easy-to-manage control panel. This allows you to access everything you need with just a few clicks. From your design elements to emails and even social media. Not only does it help to have everything in one place, but it’s a closed-loop system, so it acts as its own analytics tool for ease of reporting. This helps improve any marketing efforts because you’re able to see how well a blog, email or landing page is performing, carry out A/B tests, and receive clear feedback, all in one place. If your boss says: “We already use and pay for tools that do the same thing.” Here’s how to respond: “I’d love to unpack the features of our current tools and assess how HubSpot’s closed loop system will help with our issue of workflow efficiency.” 3

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 2. You won’t need a developer to help you make small changes to your content If you aren’t from a design background, you may not know what custom templates are and how much they benefit your design team. Try explaining to your boss that HubSpot’s CMS Hub gives you the freedom to manipulate the structure, design, and layout of page templates however you choose. For designers, this is a dream come true as it gives them the freedom to design as they please without needing a coding background. HubSpot wants to put marketers back in control of the website. Without themes, the biggest thing standing in your way of creating web pages is the code. Which can be complex and timeconsuming to learn and essentially makes your IT or developer team the gatekeepers of your site. HubSpot’s themes and the drag-and-drop editor give you a strong starting point to create pages, and make the content creation process more flexible, efficient and so much quicker considering you won’t have to learn CSS first. If your boss says: “I’m happy with the way we’re currently doing things.” Here’s how to respond: “I hear you, and I want HubSpot CMS Hub to add value, not take away from what is already working well. Let’s take a look at the team’s current day-to-day responsibilities and chat about how the HubSpot portal can remove any bottlenecks the marketing team is having.” 4

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 3. HubSpot CMS Hub is better than other CMS systems Working on a traditional CMS can be a pain. Lots of plugins, server configurations, updates and the ever present threat of being hacked will give you a persistent headache. An open-source CMS like WordPress still offers value depending on the type and complexity of the site you’re looking to build, but the customization options of HubSpot’s CMS make it a superior choice for growing websites. An open source CMS is maintained by its community of developers and it’s interface includes basics like content creation tools, but requires plugins for additional functionality like sitemaps, SEO, analytics, and more. Usually one party manages an open-source CMS but anyone can access it, which has the potential to expose you to security risks. HubSpot’s CMS however, is a SaaS CMS that takes the pain out of CMS management and allows you to spend less time focusing on your systems and more time focusing on your business goals. A SaaS (software as a service) CMS exists in the cloud and allows you and your team to log in and operate from anywhere. What’s great about a SaaS CMS is that the vendor maintains the software, handles hosting and deals with your support queries all for a monthly or yearly fee. If your boss says: “I didn’t know HubSpot was a CMS - I thought we had chosen to rebuild our website with WordPress?” Here’s how to respond: “Initially it seemed like the right choice for our business website but after researching, I’ve learned HubSpot CMS Hub is the better option for our growing business needs.” 5

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 4. HubSpot CMS will help you skyrocket your organic search traffic We know all about the struggles of trying to rank on the top of search engine results pages (SERPs) like Google. A major factor for your SEO success comes down to how your website is designed and built. If improving your website’s SEO and growing your organic traffic is your top inbound priority then choosing the right content management system can make all the difference. Technical SEO refers to the various ways you optimize your site and make it easier for search engines to crawl and index it. Technical SEO can also include technical processes like metatags, Javascript and CSS indexing, sitemaps, speed and links or redirects. A number of tools for optimizing your site’s performance from a technical SEO perspective are available directly on the HubSpot platform. This makes it easy for marketers and various team members who may have little technical expertise to ensure your site is able to achieve a higher ranking on Google. Plus, you’ll be able to cut out the need for assistance from a developer. If your boss says: “Why are we not ranking on the first page of Google?” Here’s how to respond: “SEO is a long-term game. Having SEO recommendations built-in will help the whole team ensure we are optimizing our content as we publish it. This will give us the best chance possible to rank over time. If we purchased HubSpot’s Marketing Hub alongside the CMS Hub we could take our SEO efforts even further by incorporating topic clusters into a full SEO-focused content strategy.” 6

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 5. HubSpot’s CMS grows as your business grows There are multiple CMS’s designed specifically for small businesses. As your organization grows, your marketing needs will change with it. As you launch new products or services or enter new markets, your customers are going to want more from your website which means you’ll want more from your CMS. As you start tackling more innovative projects new data will be added to your CMS and it might become less stable. You’ll need new workarounds to be added to support your latest products. Rather than spending time finding workarounds your time would be better spent on your customers. Your website visitors aren’t static, so why should your website be? As your relationship grows and changes, your website should too. HubSpot CMS is a system that is a combined tool that enables personalization of your entire customer journey and helps you create better user experiences, from the first visit onwards. HubSpot’s CMS Hub has two different tiers for you to choose from, Professional and Enterprise. This gives you the freedom to choose a CMS offering best suited to your company’s stage of growth. You’re also free to upgrade your tier and add on features as your needs change. If your boss says: “What do you mean we have outgrown our current CMS? Then how come we can’t outgrow HubSpot?” Here’s how to respond: “As we start tackling more innovative projects and new data is added every day our CMS becomes less stable and new workarounds need to be added to support our latest products. Rather than spending time finding workarounds our time would be better spent on our customers.” 7

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 6. You’ll receive coaching from HubSpot or a HubSpot partner agency agency A HubSpot Partner is a company that has entered into an agreement with HubSpot to sell and service HubSpot software. To do this they join the HubSpot Agency Partner Program, and are required to meet a set of training and implementation criteria. At iGoMoon we specialize in HubSpot CMS implementation and have experience with multiple clients and HubSpot applications. By working with a specialist Hubspot partner agency like us we’ll help you to fast track your business growth. Whenever you sign up for HubSpot through one of HubSpot’s partner agencies - like iGoMoon the onboarding fee is automatically waived — The agency will handle that for you. HubSpot partners have experience with many different implementations of HubSpot software. A streamlined all-in-one platform A reliable website with no downtime A secure website experience for you and your customers Marketer-friendly editing tools No need for plugin maintenance And just like that - the price becomes a lot less intimidating. If your boss says: “The HubSpot onboarding sounds expensive, is there a way around it?” Here’s how to respond: “I hear you, and a great solution to that is to work with an experienced HubSpot Partner Agency - like iGoMoon.” 8

How to successfully pitch HubSpot CMS to your boss www.igomoon.com 7. You can take advantage of HubSpot’s hidden features agency HubSpot CMS is a bit pricier than most other options out there, but there are certain qualities of HubSpot that you don’t see in their list of features that make it skyrocket to the top of the list. Purchasing HubSpot CMS Hub gives you access to the world’s largest inbound marketing network. HubSpot has the largest network of like-minded marketers compared to any other marketing platform. This gives you endless opportunities to learn from and share with people trying to achieve the same (or similar) goals as you and your team. You will also gain access to HubSpot’s endless (and free) learning resources. HubSpot provides hundreds of free resources in their Marketing Library and thousands of articles on their marketing blog. If you want to upskill yourself, grow your career and your business then HubSpot Academy is your new classroom. When you divide the total cost over the multiple tools available and consider that your investment will essentially be giving you the peace of mind of: A streamlined all-in-one platform A reliable website with no downtime A secure website experience for you and your customers Marketer-friendly editing tools No need for plugin maintenance And just like that - the price becomes a lot less intimidating. If your boss says: “These hidden features are great but HubSpot is too expensive - I won’t be able to sell this internally.” Here’s how to respond: “HubSpot CMS is a bit pricier than most other CMS options out there but, I believe that the returned value and peace of mind it offers makes it well worth it.” 9