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Some Recent Thoughts...
Juicy Tidbits Without the "Tech Speak"
A compilation of ramblings about everything from HubSpot CMS development to data architecture, integrations and all the tech stuff you never knew you needed to know.
memeify the blog!
Blogs Listing - UPDATE 2024 (Jordan)
Your mom doesn’t work here - an Open Letter to HubSpot CMS Developers
This is an open letter to HubSpot CMS Developers everywhere: clean. up. your. mess.
5 Content Organization Tips to Boost Resource Center Conversions
conversion rates looking stale? here are some content organization tips to help your boost resource center conversions.
BIGGEST Mistakes when Designing a Knowledge Base in HubSpot CMS
We all make mistakes, but don't make these BIG mistakes when designing a knowledge base in HubSpot CMS.
HubSpot Layoffs: HubSpot Technical Partners' Critical Role in HubSpot’s Forward Trajectory
It's our time down here. HubSpot Technical Partners will play a critical role in how successfully HubSpot moves forward after their round of layoffs.
For Agencies: How (and why) to Sell a Content Library to Your Client
Investing in a content library is a conversion and engagement GAME CHANGER for your website - but how do you convince your clients of that?
HubSpot Partner Tier Discussion
We're going to continue on our path to advocate for Technical Service Partners in the space. We'll continue to grow our platform to be a part of the solution
Content Overload: It's time for a Content Library or Resource Center
You spend a *lot* of time and money on content - don't you think it's time you created a content library or resource center?
New Year, New Website? 6 Signs it’s Time for a Website Redesign
It's the new year - is it time for a new website redesign too? Here are some signs...
2022 Wrap-up: HubSpot Web Development Trends & 2023 Predictions
We covered some pretty good HubSpot web development projects in 2022 - here are the trends and here's what we think is in store for 2023 in HubSpot CMS.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
No matter what your tier is, you lose points when you lose customers.
\nIt doesn’t matter if you’re the highest, best, most awarded Elite HubSpot Partner. Losing one customer impacts your bottom line and has a bad ripple effect. While the HubSpot ecosystem is massive and their customer base is huge, losing points with one customer has significant impact on your business as a whole.
\nAccording to Zippia.com:
\n- \n
- 91% of customers say they won’t willingly do business again with a company that left them unhappy \n
- 61% of surveyed customers have recently switched to a brands’ competitor after a poor customer service experience \n
- Recruiting a new customer costs SIX TO SEVEN TIMES MORE than maintaining an existing one. \n
- There’s a 60-70% chance an existing customer will make a purchase and only 5-20% chance a first time shopper will. \n
- MOST IMPORTANTLY? A loyal customer can be worth TEN TIMES the amount of revenue earned from their first purchase. \n
TEN TIMES. Ouch.
You might think that because a partner is Elite status or really big that they never lose accounts because of poor development work - but our new client acquisitions as of late are all from Elite partners.
Related: Growing Pains - 4 Problems with HubSpot Development Agencies that Grow Quickly
\nHere’s the bottom line that’s wrecking your bottom line - Just because you’re big doesn’t mean that your developers are all on their game and working the way they should. In fact, sometimes a smaller agency is more agile and has more quality control over their projects. I said what I said. It’s up to you to change my mind, because here’s my next point…
\n\n
When you lose reputation, we all lose reputation.
\n![\"HAD](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/HAD%20A%20BAD%20EXPERIENCE.jpg\")
It’s a fact. A wrong move by a partner can mean death to a HubSpot portal. We’ve all had traumatic experiences that turn us off of things forever. Your client should be no exception. Just because their retainer and project investment is one of many in your world, doesn’t mean it isn’t the world to them. Clients spent a LOT of money to get onboarded into HubSpot and even more to create the architecture they need, get their website right and really mold their business processes around it. If you’ve been around a long time, you’ve seen how the price of the product has increased as more and more features have been added.
When you take on a job and ghost the client or don’t perform the way you promised or your work is finalized and the client isn’t enthusiastic about it or it doesn’t really work like they wanted it to - it leaves a bad taste in their mouth. And that taste lingers for a long time. You can’t be surprised when HubSpot experiences greater customer attrition because all the capabilities they were promised in their initial sales calls with HubSpot and subsequent discussions about integrations and HubSpot development capabilities weren’t met.
Related: Your HubSpot CMS Developer ghosted you, now what?
\nYou’re leaching their growth budget and leaving a lasting negative impact on their organization.
\nYou really need to look at the implications of doing poor work inside a HubSpot portal. We’re not here to tell you how to do your job, but as long as customers continue to come to us and complain that their developers are letting them down - we have to address the elephant in the room.
\nWhen you take money from a client, that budget could’ve gone to other things.
\nWhen you cause them to not only use that budget, but then expand it beyond the scope of what they originally planned for to accomplish the SAME THING because you left them high and dry?
\nYou’re damaging an organization’s ability to grow.
I know. I did it again. I made a bold claim. But you need to understand that your actions have a massive impact on your customers. When you or your account managers or sales managers think - this is a huge project, we’re so excited to take this one on, we’ll meet our sales goals or we’ll tier to the next level of HubSpot Partner tiers - and that’s your main focus and NOT how amazing you’re going to make the customer’s business work once you complete it… you’re already starting off the wrong way.
Add to that eventually failing them and causing them to have to have the work done properly by another developer? You say all over your website that you help people build their dreams. That you help them move and reach people - and then you take money out of their pockets, put it in your own, and actively handicap them and stall them from continuing to build their dreams and reach their target audience? Oof. That is definitively *not* serving or solving for the customer.
Maybe it’s harsh, but you need to understand that the HubSpot ecosystem and all the partners and the technical providers need to work together and create customer success so that every HubSpot customer is delighted, empowered and eager to share your agency and business with the people around them that also stand to benefit from your services. A stellar reputation with HubSpot customers eventually gleans a stellar reputation with HubSpot’s reps and that means more business for you, which means more money in your pocket.
So, let’s get to the good stuff - how do we fix this?
Stick to what you’re good at.
\nStop overselling your skills. It’s becoming a huge problem for HubSpot customers. Developers are claiming to know how to developer in HubSpot CMS and failing the client miserably. It’s even becoming a problem in HubSpot agencies when developers oversell their skills on interviews with the agency and can’t deliver what they promised they were capable of.
\n
Related: 7 HubSpot CMS Developer Interview Questions to Ask - Part 1
\n
Figure out your skills and specialties, the work that you love to do and don’t deviate from that unless you get formal training and experience or find a mentor that can lead the way. It takes more than 20,000 hours to become an expert at something. Don’t spend your first 50 hours wasting your customer’s money and overselling skills that aren’t there. HubSpot is its own bird, and it’s quirky and different and experienced developers know their way around and can operate much more efficiently.
Establish a relationship with a specialized HubSpot Technical partner to help you consult the project and guide you through the process. There is admittedly a HUGE knowledge base gap when it comes to formal training for specialized developers. While we’re working to help bridge that gap with our own resources and knowledge base, but right now there isn’t much.
Specialization is a skill and you don’t have to be a master at working with an application to be a master in general. Having HubSpot Certifications means something, but it doesn’t tell you everything you need to know about working in a customer’s HubSpot portal.
Bringing in experts that specialize in certain areas to consult with you and the client can help you consider things that you may not have considered before. HubSpot architects can help you understand how to configure databases, how to really consider UX as you develop modules and the big picture in how developing a website on HubSpot CMS will help with marketing ongoing. If you’re in over your head, ASK FOR HELP. We have many agencies reach out to us to help them get unstuck when it comes to a project they’re struggling to get to the finish line.
We can do this together, but you have to stop overselling and ask for help.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
No matter what your tier is, you lose points when you lose customers.
\nIt doesn’t matter if you’re the highest, best, most awarded Elite HubSpot Partner. Losing one customer impacts your bottom line and has a bad ripple effect. While the HubSpot ecosystem is massive and their customer base is huge, losing points with one customer has significant impact on your business as a whole.
\nAccording to Zippia.com:
\n- \n
- 91% of customers say they won’t willingly do business again with a company that left them unhappy \n
- 61% of surveyed customers have recently switched to a brands’ competitor after a poor customer service experience \n
- Recruiting a new customer costs SIX TO SEVEN TIMES MORE than maintaining an existing one. \n
- There’s a 60-70% chance an existing customer will make a purchase and only 5-20% chance a first time shopper will. \n
- MOST IMPORTANTLY? A loyal customer can be worth TEN TIMES the amount of revenue earned from their first purchase. \n
TEN TIMES. Ouch.
You might think that because a partner is Elite status or really big that they never lose accounts because of poor development work - but our new client acquisitions as of late are all from Elite partners.
Related: Growing Pains - 4 Problems with HubSpot Development Agencies that Grow Quickly
\nHere’s the bottom line that’s wrecking your bottom line - Just because you’re big doesn’t mean that your developers are all on their game and working the way they should. In fact, sometimes a smaller agency is more agile and has more quality control over their projects. I said what I said. It’s up to you to change my mind, because here’s my next point…
\n\n
When you lose reputation, we all lose reputation.
\n
It’s a fact. A wrong move by a partner can mean death to a HubSpot portal. We’ve all had traumatic experiences that turn us off of things forever. Your client should be no exception. Just because their retainer and project investment is one of many in your world, doesn’t mean it isn’t the world to them. Clients spent a LOT of money to get onboarded into HubSpot and even more to create the architecture they need, get their website right and really mold their business processes around it. If you’ve been around a long time, you’ve seen how the price of the product has increased as more and more features have been added.
When you take on a job and ghost the client or don’t perform the way you promised or your work is finalized and the client isn’t enthusiastic about it or it doesn’t really work like they wanted it to - it leaves a bad taste in their mouth. And that taste lingers for a long time. You can’t be surprised when HubSpot experiences greater customer attrition because all the capabilities they were promised in their initial sales calls with HubSpot and subsequent discussions about integrations and HubSpot development capabilities weren’t met.
Related: Your HubSpot CMS Developer ghosted you, now what?
\nYou’re leaching their growth budget and leaving a lasting negative impact on their organization.
\nYou really need to look at the implications of doing poor work inside a HubSpot portal. We’re not here to tell you how to do your job, but as long as customers continue to come to us and complain that their developers are letting them down - we have to address the elephant in the room.
\nWhen you take money from a client, that budget could’ve gone to other things.
\nWhen you cause them to not only use that budget, but then expand it beyond the scope of what they originally planned for to accomplish the SAME THING because you left them high and dry?
\nYou’re damaging an organization’s ability to grow.
I know. I did it again. I made a bold claim. But you need to understand that your actions have a massive impact on your customers. When you or your account managers or sales managers think - this is a huge project, we’re so excited to take this one on, we’ll meet our sales goals or we’ll tier to the next level of HubSpot Partner tiers - and that’s your main focus and NOT how amazing you’re going to make the customer’s business work once you complete it… you’re already starting off the wrong way.
Add to that eventually failing them and causing them to have to have the work done properly by another developer? You say all over your website that you help people build their dreams. That you help them move and reach people - and then you take money out of their pockets, put it in your own, and actively handicap them and stall them from continuing to build their dreams and reach their target audience? Oof. That is definitively *not* serving or solving for the customer.
Maybe it’s harsh, but you need to understand that the HubSpot ecosystem and all the partners and the technical providers need to work together and create customer success so that every HubSpot customer is delighted, empowered and eager to share your agency and business with the people around them that also stand to benefit from your services. A stellar reputation with HubSpot customers eventually gleans a stellar reputation with HubSpot’s reps and that means more business for you, which means more money in your pocket.
So, let’s get to the good stuff - how do we fix this?
Stick to what you’re good at.
\nStop overselling your skills. It’s becoming a huge problem for HubSpot customers. Developers are claiming to know how to developer in HubSpot CMS and failing the client miserably. It’s even becoming a problem in HubSpot agencies when developers oversell their skills on interviews with the agency and can’t deliver what they promised they were capable of.
\n
Related: 7 HubSpot CMS Developer Interview Questions to Ask - Part 1
\n
Figure out your skills and specialties, the work that you love to do and don’t deviate from that unless you get formal training and experience or find a mentor that can lead the way. It takes more than 20,000 hours to become an expert at something. Don’t spend your first 50 hours wasting your customer’s money and overselling skills that aren’t there. HubSpot is its own bird, and it’s quirky and different and experienced developers know their way around and can operate much more efficiently.
Establish a relationship with a specialized HubSpot Technical partner to help you consult the project and guide you through the process. There is admittedly a HUGE knowledge base gap when it comes to formal training for specialized developers. While we’re working to help bridge that gap with our own resources and knowledge base, but right now there isn’t much.
Specialization is a skill and you don’t have to be a master at working with an application to be a master in general. Having HubSpot Certifications means something, but it doesn’t tell you everything you need to know about working in a customer’s HubSpot portal.
Bringing in experts that specialize in certain areas to consult with you and the client can help you consider things that you may not have considered before. HubSpot architects can help you understand how to configure databases, how to really consider UX as you develop modules and the big picture in how developing a website on HubSpot CMS will help with marketing ongoing. If you’re in over your head, ASK FOR HELP. We have many agencies reach out to us to help them get unstuck when it comes to a project they’re struggling to get to the finish line.
We can do this together, but you have to stop overselling and ask for help.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
No matter what your tier is, you lose points when you lose customers.
\nIt doesn’t matter if you’re the highest, best, most awarded Elite HubSpot Partner. Losing one customer impacts your bottom line and has a bad ripple effect. While the HubSpot ecosystem is massive and their customer base is huge, losing points with one customer has significant impact on your business as a whole.
\nAccording to Zippia.com:
\n- \n
- 91% of customers say they won’t willingly do business again with a company that left them unhappy \n
- 61% of surveyed customers have recently switched to a brands’ competitor after a poor customer service experience \n
- Recruiting a new customer costs SIX TO SEVEN TIMES MORE than maintaining an existing one. \n
- There’s a 60-70% chance an existing customer will make a purchase and only 5-20% chance a first time shopper will. \n
- MOST IMPORTANTLY? A loyal customer can be worth TEN TIMES the amount of revenue earned from their first purchase. \n
TEN TIMES. Ouch.
You might think that because a partner is Elite status or really big that they never lose accounts because of poor development work - but our new client acquisitions as of late are all from Elite partners.
Related: Growing Pains - 4 Problems with HubSpot Development Agencies that Grow Quickly
\nHere’s the bottom line that’s wrecking your bottom line - Just because you’re big doesn’t mean that your developers are all on their game and working the way they should. In fact, sometimes a smaller agency is more agile and has more quality control over their projects. I said what I said. It’s up to you to change my mind, because here’s my next point…
\n\n
When you lose reputation, we all lose reputation.
\n
It’s a fact. A wrong move by a partner can mean death to a HubSpot portal. We’ve all had traumatic experiences that turn us off of things forever. Your client should be no exception. Just because their retainer and project investment is one of many in your world, doesn’t mean it isn’t the world to them. Clients spent a LOT of money to get onboarded into HubSpot and even more to create the architecture they need, get their website right and really mold their business processes around it. If you’ve been around a long time, you’ve seen how the price of the product has increased as more and more features have been added.
When you take on a job and ghost the client or don’t perform the way you promised or your work is finalized and the client isn’t enthusiastic about it or it doesn’t really work like they wanted it to - it leaves a bad taste in their mouth. And that taste lingers for a long time. You can’t be surprised when HubSpot experiences greater customer attrition because all the capabilities they were promised in their initial sales calls with HubSpot and subsequent discussions about integrations and HubSpot development capabilities weren’t met.
Related: Your HubSpot CMS Developer ghosted you, now what?
\nYou’re leaching their growth budget and leaving a lasting negative impact on their organization.
\nYou really need to look at the implications of doing poor work inside a HubSpot portal. We’re not here to tell you how to do your job, but as long as customers continue to come to us and complain that their developers are letting them down - we have to address the elephant in the room.
\nWhen you take money from a client, that budget could’ve gone to other things.
\nWhen you cause them to not only use that budget, but then expand it beyond the scope of what they originally planned for to accomplish the SAME THING because you left them high and dry?
\nYou’re damaging an organization’s ability to grow.
I know. I did it again. I made a bold claim. But you need to understand that your actions have a massive impact on your customers. When you or your account managers or sales managers think - this is a huge project, we’re so excited to take this one on, we’ll meet our sales goals or we’ll tier to the next level of HubSpot Partner tiers - and that’s your main focus and NOT how amazing you’re going to make the customer’s business work once you complete it… you’re already starting off the wrong way.
Add to that eventually failing them and causing them to have to have the work done properly by another developer? You say all over your website that you help people build their dreams. That you help them move and reach people - and then you take money out of their pockets, put it in your own, and actively handicap them and stall them from continuing to build their dreams and reach their target audience? Oof. That is definitively *not* serving or solving for the customer.
Maybe it’s harsh, but you need to understand that the HubSpot ecosystem and all the partners and the technical providers need to work together and create customer success so that every HubSpot customer is delighted, empowered and eager to share your agency and business with the people around them that also stand to benefit from your services. A stellar reputation with HubSpot customers eventually gleans a stellar reputation with HubSpot’s reps and that means more business for you, which means more money in your pocket.
So, let’s get to the good stuff - how do we fix this?
Stick to what you’re good at.
\nStop overselling your skills. It’s becoming a huge problem for HubSpot customers. Developers are claiming to know how to developer in HubSpot CMS and failing the client miserably. It’s even becoming a problem in HubSpot agencies when developers oversell their skills on interviews with the agency and can’t deliver what they promised they were capable of.
\n
Related: 7 HubSpot CMS Developer Interview Questions to Ask - Part 1
\n
Figure out your skills and specialties, the work that you love to do and don’t deviate from that unless you get formal training and experience or find a mentor that can lead the way. It takes more than 20,000 hours to become an expert at something. Don’t spend your first 50 hours wasting your customer’s money and overselling skills that aren’t there. HubSpot is its own bird, and it’s quirky and different and experienced developers know their way around and can operate much more efficiently.
Establish a relationship with a specialized HubSpot Technical partner to help you consult the project and guide you through the process. There is admittedly a HUGE knowledge base gap when it comes to formal training for specialized developers. While we’re working to help bridge that gap with our own resources and knowledge base, but right now there isn’t much.
Specialization is a skill and you don’t have to be a master at working with an application to be a master in general. Having HubSpot Certifications means something, but it doesn’t tell you everything you need to know about working in a customer’s HubSpot portal.
Bringing in experts that specialize in certain areas to consult with you and the client can help you consider things that you may not have considered before. HubSpot architects can help you understand how to configure databases, how to really consider UX as you develop modules and the big picture in how developing a website on HubSpot CMS will help with marketing ongoing. If you’re in over your head, ASK FOR HELP. We have many agencies reach out to us to help them get unstuck when it comes to a project they’re struggling to get to the finish line.
We can do this together, but you have to stop overselling and ask for help.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
No matter what your tier is, you lose points when you lose customers.
\nIt doesn’t matter if you’re the highest, best, most awarded Elite HubSpot Partner. Losing one customer impacts your bottom line and has a bad ripple effect. While the HubSpot ecosystem is massive and their customer base is huge, losing points with one customer has significant impact on your business as a whole.
\nAccording to Zippia.com:
\n- \n
- 91% of customers say they won’t willingly do business again with a company that left them unhappy \n
- 61% of surveyed customers have recently switched to a brands’ competitor after a poor customer service experience \n
- Recruiting a new customer costs SIX TO SEVEN TIMES MORE than maintaining an existing one. \n
- There’s a 60-70% chance an existing customer will make a purchase and only 5-20% chance a first time shopper will. \n
- MOST IMPORTANTLY? A loyal customer can be worth TEN TIMES the amount of revenue earned from their first purchase. \n
TEN TIMES. Ouch.
You might think that because a partner is Elite status or really big that they never lose accounts because of poor development work - but our new client acquisitions as of late are all from Elite partners.
Related: Growing Pains - 4 Problems with HubSpot Development Agencies that Grow Quickly
\nHere’s the bottom line that’s wrecking your bottom line - Just because you’re big doesn’t mean that your developers are all on their game and working the way they should. In fact, sometimes a smaller agency is more agile and has more quality control over their projects. I said what I said. It’s up to you to change my mind, because here’s my next point…
\n\n
When you lose reputation, we all lose reputation.
\n
It’s a fact. A wrong move by a partner can mean death to a HubSpot portal. We’ve all had traumatic experiences that turn us off of things forever. Your client should be no exception. Just because their retainer and project investment is one of many in your world, doesn’t mean it isn’t the world to them. Clients spent a LOT of money to get onboarded into HubSpot and even more to create the architecture they need, get their website right and really mold their business processes around it. If you’ve been around a long time, you’ve seen how the price of the product has increased as more and more features have been added.
When you take on a job and ghost the client or don’t perform the way you promised or your work is finalized and the client isn’t enthusiastic about it or it doesn’t really work like they wanted it to - it leaves a bad taste in their mouth. And that taste lingers for a long time. You can’t be surprised when HubSpot experiences greater customer attrition because all the capabilities they were promised in their initial sales calls with HubSpot and subsequent discussions about integrations and HubSpot development capabilities weren’t met.
Related: Your HubSpot CMS Developer ghosted you, now what?
\nYou’re leaching their growth budget and leaving a lasting negative impact on their organization.
\nYou really need to look at the implications of doing poor work inside a HubSpot portal. We’re not here to tell you how to do your job, but as long as customers continue to come to us and complain that their developers are letting them down - we have to address the elephant in the room.
\nWhen you take money from a client, that budget could’ve gone to other things.
\nWhen you cause them to not only use that budget, but then expand it beyond the scope of what they originally planned for to accomplish the SAME THING because you left them high and dry?
\nYou’re damaging an organization’s ability to grow.
I know. I did it again. I made a bold claim. But you need to understand that your actions have a massive impact on your customers. When you or your account managers or sales managers think - this is a huge project, we’re so excited to take this one on, we’ll meet our sales goals or we’ll tier to the next level of HubSpot Partner tiers - and that’s your main focus and NOT how amazing you’re going to make the customer’s business work once you complete it… you’re already starting off the wrong way.
Add to that eventually failing them and causing them to have to have the work done properly by another developer? You say all over your website that you help people build their dreams. That you help them move and reach people - and then you take money out of their pockets, put it in your own, and actively handicap them and stall them from continuing to build their dreams and reach their target audience? Oof. That is definitively *not* serving or solving for the customer.
Maybe it’s harsh, but you need to understand that the HubSpot ecosystem and all the partners and the technical providers need to work together and create customer success so that every HubSpot customer is delighted, empowered and eager to share your agency and business with the people around them that also stand to benefit from your services. A stellar reputation with HubSpot customers eventually gleans a stellar reputation with HubSpot’s reps and that means more business for you, which means more money in your pocket.
So, let’s get to the good stuff - how do we fix this?
Stick to what you’re good at.
\nStop overselling your skills. It’s becoming a huge problem for HubSpot customers. Developers are claiming to know how to developer in HubSpot CMS and failing the client miserably. It’s even becoming a problem in HubSpot agencies when developers oversell their skills on interviews with the agency and can’t deliver what they promised they were capable of.
\n
Related: 7 HubSpot CMS Developer Interview Questions to Ask - Part 1
\n
Figure out your skills and specialties, the work that you love to do and don’t deviate from that unless you get formal training and experience or find a mentor that can lead the way. It takes more than 20,000 hours to become an expert at something. Don’t spend your first 50 hours wasting your customer’s money and overselling skills that aren’t there. HubSpot is its own bird, and it’s quirky and different and experienced developers know their way around and can operate much more efficiently.
Establish a relationship with a specialized HubSpot Technical partner to help you consult the project and guide you through the process. There is admittedly a HUGE knowledge base gap when it comes to formal training for specialized developers. While we’re working to help bridge that gap with our own resources and knowledge base, but right now there isn’t much.
Specialization is a skill and you don’t have to be a master at working with an application to be a master in general. Having HubSpot Certifications means something, but it doesn’t tell you everything you need to know about working in a customer’s HubSpot portal.
Bringing in experts that specialize in certain areas to consult with you and the client can help you consider things that you may not have considered before. HubSpot architects can help you understand how to configure databases, how to really consider UX as you develop modules and the big picture in how developing a website on HubSpot CMS will help with marketing ongoing. If you’re in over your head, ASK FOR HELP. We have many agencies reach out to us to help them get unstuck when it comes to a project they’re struggling to get to the finish line.
We can do this together, but you have to stop overselling and ask for help.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
No matter what your tier is, you lose points when you lose customers.
\nIt doesn’t matter if you’re the highest, best, most awarded Elite HubSpot Partner. Losing one customer impacts your bottom line and has a bad ripple effect. While the HubSpot ecosystem is massive and their customer base is huge, losing points with one customer has significant impact on your business as a whole.
\nAccording to Zippia.com:
\n- \n
- 91% of customers say they won’t willingly do business again with a company that left them unhappy \n
- 61% of surveyed customers have recently switched to a brands’ competitor after a poor customer service experience \n
- Recruiting a new customer costs SIX TO SEVEN TIMES MORE than maintaining an existing one. \n
- There’s a 60-70% chance an existing customer will make a purchase and only 5-20% chance a first time shopper will. \n
- MOST IMPORTANTLY? A loyal customer can be worth TEN TIMES the amount of revenue earned from their first purchase. \n
TEN TIMES. Ouch.
You might think that because a partner is Elite status or really big that they never lose accounts because of poor development work - but our new client acquisitions as of late are all from Elite partners.
Related: Growing Pains - 4 Problems with HubSpot Development Agencies that Grow Quickly
\nHere’s the bottom line that’s wrecking your bottom line - Just because you’re big doesn’t mean that your developers are all on their game and working the way they should. In fact, sometimes a smaller agency is more agile and has more quality control over their projects. I said what I said. It’s up to you to change my mind, because here’s my next point…
\n\n
When you lose reputation, we all lose reputation.
\n
It’s a fact. A wrong move by a partner can mean death to a HubSpot portal. We’ve all had traumatic experiences that turn us off of things forever. Your client should be no exception. Just because their retainer and project investment is one of many in your world, doesn’t mean it isn’t the world to them. Clients spent a LOT of money to get onboarded into HubSpot and even more to create the architecture they need, get their website right and really mold their business processes around it. If you’ve been around a long time, you’ve seen how the price of the product has increased as more and more features have been added.
When you take on a job and ghost the client or don’t perform the way you promised or your work is finalized and the client isn’t enthusiastic about it or it doesn’t really work like they wanted it to - it leaves a bad taste in their mouth. And that taste lingers for a long time. You can’t be surprised when HubSpot experiences greater customer attrition because all the capabilities they were promised in their initial sales calls with HubSpot and subsequent discussions about integrations and HubSpot development capabilities weren’t met.
Related: Your HubSpot CMS Developer ghosted you, now what?
\nYou’re leaching their growth budget and leaving a lasting negative impact on their organization.
\nYou really need to look at the implications of doing poor work inside a HubSpot portal. We’re not here to tell you how to do your job, but as long as customers continue to come to us and complain that their developers are letting them down - we have to address the elephant in the room.
\nWhen you take money from a client, that budget could’ve gone to other things.
\nWhen you cause them to not only use that budget, but then expand it beyond the scope of what they originally planned for to accomplish the SAME THING because you left them high and dry?
\nYou’re damaging an organization’s ability to grow.
I know. I did it again. I made a bold claim. But you need to understand that your actions have a massive impact on your customers. When you or your account managers or sales managers think - this is a huge project, we’re so excited to take this one on, we’ll meet our sales goals or we’ll tier to the next level of HubSpot Partner tiers - and that’s your main focus and NOT how amazing you’re going to make the customer’s business work once you complete it… you’re already starting off the wrong way.
Add to that eventually failing them and causing them to have to have the work done properly by another developer? You say all over your website that you help people build their dreams. That you help them move and reach people - and then you take money out of their pockets, put it in your own, and actively handicap them and stall them from continuing to build their dreams and reach their target audience? Oof. That is definitively *not* serving or solving for the customer.
Maybe it’s harsh, but you need to understand that the HubSpot ecosystem and all the partners and the technical providers need to work together and create customer success so that every HubSpot customer is delighted, empowered and eager to share your agency and business with the people around them that also stand to benefit from your services. A stellar reputation with HubSpot customers eventually gleans a stellar reputation with HubSpot’s reps and that means more business for you, which means more money in your pocket.
So, let’s get to the good stuff - how do we fix this?
Stick to what you’re good at.
\nStop overselling your skills. It’s becoming a huge problem for HubSpot customers. Developers are claiming to know how to developer in HubSpot CMS and failing the client miserably. It’s even becoming a problem in HubSpot agencies when developers oversell their skills on interviews with the agency and can’t deliver what they promised they were capable of.
\n
Related: 7 HubSpot CMS Developer Interview Questions to Ask - Part 1
\n
Figure out your skills and specialties, the work that you love to do and don’t deviate from that unless you get formal training and experience or find a mentor that can lead the way. It takes more than 20,000 hours to become an expert at something. Don’t spend your first 50 hours wasting your customer’s money and overselling skills that aren’t there. HubSpot is its own bird, and it’s quirky and different and experienced developers know their way around and can operate much more efficiently.
Establish a relationship with a specialized HubSpot Technical partner to help you consult the project and guide you through the process. There is admittedly a HUGE knowledge base gap when it comes to formal training for specialized developers. While we’re working to help bridge that gap with our own resources and knowledge base, but right now there isn’t much.
Specialization is a skill and you don’t have to be a master at working with an application to be a master in general. Having HubSpot Certifications means something, but it doesn’t tell you everything you need to know about working in a customer’s HubSpot portal.
Bringing in experts that specialize in certain areas to consult with you and the client can help you consider things that you may not have considered before. HubSpot architects can help you understand how to configure databases, how to really consider UX as you develop modules and the big picture in how developing a website on HubSpot CMS will help with marketing ongoing. If you’re in over your head, ASK FOR HELP. We have many agencies reach out to us to help them get unstuck when it comes to a project they’re struggling to get to the finish line.
We can do this together, but you have to stop overselling and ask for help.
CLEAN UP YOUR MESS, HubSpot Developers.
Lately we’ve been feeling like the maid in the house of HubSpot. It’s largely a thankless job. While it pays well and the people we get to work with are INCREDIBLE and solving problems gives us all the dopamine we could ever want, it’s preventing us from focusing on new client sales that we need to continue growing as a sustainable HubSpot Partner, particularly in light of their new tiering rules. So, it’s time to have a talk.
I know that you don’t always like what we have to say about the state of HubSpot customer portals or the HubSpot Partner Program in general. HubSpot themselves recommitted to the customer this year after their 500 employee layoff, so we know that they feel just as strongly as we do about clean customer architecture in HubSpot portals. Despite this commitment, we continue to find ourselves fielding requests to finish the job that other developers, big name agencies and certified HubSpot partners didn’t, wouldn’t, or couldn’t take to the finish line.
That kinda sucks, to be completely honest. It handicaps the customer, it handicaps us and it doesn’t do much for the reputation of the developer that started the project OR the HubSpot platform at large.
We’re all on the same team here. While it may not seem like it all the time, when you win, the customer wins. When the customer wins, they talk about their experiences and they attract more people to the HubSpot platform. And most importantly - when you win we don’t have to come in behind you to clean up your mess. We get it and we’re not here to judge you. No one takes on work hoping to fail at it or pass it off to someone else.
We’re here to discuss what happens when you leave a mess in a customer portal, abandon a project, overpromise your skills or just plain let a customer down and how we think you should handle things…
This is an open letter to HubSpot developers and we think it’s long overdue.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","rss_summary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
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When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","postBodyRss":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","postEmailContent":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Related: Content Overload - It’s time for a Content Library or Resource Center
\nThe website knowledge base or resource center has become a popular way to offer more information to website visitors. When it comes to organizing those resource centers - how do you make the most of the data available in your content library to boost those knowledge base conversions?
Here are a few tips:
Geek out on buyer intent data
\nBuyer intent data is a collection of behavior signals collected during online activity. Intent data gives you an analytical look at how buyers are consuming content along their buyer journey as they interact with information associated with your products and services.
From specific blog topics, to certain product pages viewed, to how frequently a prospect is visiting your website, to how they click through and engage with the marketing materials you send them - intent data is understanding the connection between these patterns and buying decisions to help carve out and understand the buyer journey through data rather than speculation.
Only 25% of of B2B companies use buyer intent data, according to internalresults.com - but powerful analytics software programs like HubSpot and special configurations within HubSpot via software integrations and custom behavioral events give you TRUE insight into that buyer journey.
Buyer intent data helps you understand and identify information that is most important to your highest value customers and how they go about searching for, accessing and consuming the information that matters most to them. Things like heat maps, keyword data, search trends, social media interaction and your most popular content conversion information all work together to create unique stories that will help you better plan content organization and refine your strategy moving forward.
Buyer intent data should be a key part of how you organize and plan your content, specifically surrounding your content library or resource center. If we know our top converting pieces and the trends between the content that our highly engaged customers have downloaded, we can deliver an experience and organize our content in a way that best appeals to our ideal customer profile by using intent data to align your company goals and prospect goals to plan the design and interface.
Audit your content and identify opportunities.
\nYou have a TON of content, and while your buyer intent data will help you identify the most valuable content and some of the pathways your ideal customer has taken, you still need to organize everything you have and align it with both your goals and the goals of your prospective customers. You might notice along the way that you have content gaps that need to be filled in. By auditing existing content and using buyer intent data from third parties, you can refine your content strategy moving forward and identify related resources.
A content map can help you group together individual pieces of content, create new categories and use keyword trend research and surveyed customer interests to identify the ways that you’ll organize your content. Content feature carousels, “you may also enjoy” suggestions and other personalization options are great ways to present your highest converting content when it comes to your knowledge base or resource center.
Establish categories, content formats and industries
\nThe best way to organize your main resource center content will depend on the format of the existing content that you have, the different topics that you cover, categories, and industries you cater to.
While it will be a little more expensive to create a more complex resource center that allows for more content filters, this will let buyers choose the information that’s the most relevant to their business and their learning style. Flexibility and options are important when it comes to how your buyers are accessing the data they’re using to make their purchasing decisions.
- \n
- Content type: by establishing different types of content, you can make sure that your audience has the flexibility to consume the content they need for where they are in their journey both physically and emotionally. If your prospect is in public and doesn’t have headphones with them, they may prefer to read an article or whitepaper rather than watch a webinar or listen to a podcast episode. Without a category filter, or without a resource center, your customer may find themselves inside a blog that offers a webinar or video CTA and because of their content preferences, they might abandon the website to peruse at a later time and never come back. Offering a content type filter on your site will assist in conversions by allowing your customers to choose the type of content they want to consume exactly when they want to consume it.
- Industry: while you might believe that your products and services can approach any industry in a fairly similar way to solve their issues, customers don’t always feel the same way. If you have content filtering by industry, a website prospect can pull in blogs, case studies, white papers and other resources that are unique to that buyer’s individual industry and niche. This will help them feel like they’ll be adequately taken care of by an industry professional that understands their unique business struggles.
- Topic or category: This is an obvious and easily the most important one - you must have a filter for content type and categories relevant to the content they’re looking for. You can break these down further by offering even more detailed filters like “articles by product type” or articles by pain point. If you’re a company that invests a significant amount of time and money into content creation, you need to make it accessible and organized for your audience. \n
Bells and whistles.
\nThis is the fun part. A customized HubSpot resource center allows you to be infinitely creative and feature content in different ways that are sure to get noticed by your website prospects. Featured content carousels or headers in your resource center allow you to easily feature content that is high converting, new or showcases services and products that you want to highlight.
\n- \n
- Content features can offer a visually aesthetic and informative header featuring high converting content in the form of a carousel or header image. \n
- Interactive content like fun polls and quizzes can not only help your readers understand more about their needs and engage more fully with your website, but also give you even more intent data to help guide you in establishing the content your users want to see. \n
- Dynamic search is a nice way for users to quickly see suggestions related to any topics that they’re interested in without having to manually search. \n
- Icons can help a user quickly browse tiles and content types to find what they need. HubSpot’s Knowledge Base is a great example of how they laid out their resource center using icons. \n
Consider smart content and personalization
\nSmart content in the form of CTAs or featured headers and sidebar content is a great way help boost your conversions on your website. You can use both internal and external intent data and test CTA graphics and other elements in your knowledge base to help users that are familiar with some of your key content move further in their buyer journey. This is a great way to combine that buyer journey roadmap with other options to see what percentage of your prospects actually follow the journey that you’ve mapped out for them versus carving their own path.
\nRelated: Biggest Mistakes when Designing a HubSpot Resource Center
\nUltimately just having a knowledge base or resource center on your website is a huge accomplishment, but when you implement some additional features, filters and customization you can supercharge your content library. Boost conversions by getting creative with your layout and features and amp your content library up to help your website users find the information they’re looking for on their self-guided buyer journey.
\n
","rssSummary":"
When it comes to their company website, marketers are working hard to find ways to increase engagement and boost resource center conversions to optimize their existing website traffic. Historically, the buyer journey has been written up as a story based on the psychographics of their audience and making calculated predictions based on their values, goals and interests.
The approach took the idea of the basic demographics that companies associated with buyers a step further by digging into how buyers might think and make decisions along their journey in resolving the solutions associated with the products and services a company provides. One thing that’s missing, however, is the understanding of how different the individual ideal buyer might be.
Every buyer’s journey and experience is so unique, quantifying all of that into a summary judgment usually means information and data gaps. Some marketers found interviews to help - but when the number of factors influencing a buyer’s journey are infinite, how can we ever sum it up in a few interviews?
Marketers haven’t taken into account the individual factors that might influence a buyer’s journey and the increasingly self-guided nature of the buyer. In a world that has turned itself off to personal contact as solutions and data become increasingly available, marketers must be prepared to present as much data as possible in a cohesive, organized way. It seems cliche to say “Covid changed the way buyers make decisions” but it’s actually very true. More and more of the pre-decision phase in a buyer’s journey is self guided and we need to be keeping up with that journey.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
![\"knowledge](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/knowledge%20center.png\")
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
RELATED: Content Overload - It’s time for a content library or resource center
\n
We’ve seen a LOT of weird things - the good, bad and ugly when it comes to knowledge base designs for HubSpot CMS, and we’re here to help you learn from the mistakes we’ve seen others make.
Here are the biggest mistakes you can make when designing a knowledge base in HubSpot CMS:
Lack of planning
\n
Putting a category or topic filter on your resource center and leaving it at that doesn’t really give you much more than you’ve already got on your blog. Your blog is a great place to start when it comes to determining some of the categories that will help you organize your content library - but that’s just a starting point. You’ll need to map out your library by establishing subtopics from your main categories or topics and adding individual pieces of content into your sub categories. It can be helpful to establish a content tree or color code your content to help you better determine which categories and subcategories you want to include.
Establishing a general buyer journey guideline will help you reach a certain point in organizing your content library, but you’ll also want to look into buyer intent data, as buyer journey’s are increasingly self guided nowadays. Use data to plan. If you’re paying for an analytics resource software like HubSpot Marketing Pro, you have no shortage of reporting and analytics available to you to help you best determine the impact each piece of content is having and where you can help your buyers along by filling content holes that can help them have all the information they need to make buying decisions.
As you plan, ask yourself questions like:
\n- \n
- What is the goal of this content library? \n
- What are the most popular types of content that our customers are consuming? \n
- Where do we need to offer more information that our buyers need at certain steps in their buying journey? \n
- How can we make this information more accessible to buyers that are doing research independently? \n
- How can we structure and organize our content in a way that’s personalized and effective? \n
- Which content categories are most important to our buyer? \n
- Which content categories are most important to our sales process? \n
- Which industries do we want to feature, if any?
Not Going Custom
\n
Your business isn’t like other businesses and where best to showcase your unique spin on your products and services than your knowledge base or content library? We understand that not everyone has the budget to go fully custom with their website content library, but we think that it’s important to at least find a stable framework that can suit your needs and allow you to do a small amount of customization. More than likely in the planning process, you’ll uncover some features that you want to see.
Your resource center configuration and design should be as flexible as possible so that you can feature new pieces of content, website prospects can easily filter the wealth of information available to them, and you can dress it up beyond the standard category filter options. You can even add things like dynamic search to help your prospect find things they didn’t even know they needed. Employee Fiduciary’s website resource center is an example of a resource library that we recently worked on that has a simple, clean design and functionality with topic filtering, search and feature options.
What you want to deliver to your prospects and customers might be a totally different experience.
- \n
- Do you have different buyer personas that you may want a website prospect to select in a page before your prospect can review the content that most applies to them? \n
- Do you want them to be able to filter your content by industry? \n
The questions that you asked yourself in planning your content library or resource center are the ones that will ultimately guide design - so make sure that you take that first step to plan so that you can determine your list of wants and needs when the time comes.
Ignoring Mobile
\n
As of March 2023, 60.67% of all website traffic comes from mobile devices. With more than half of your visitors viewing your pretty new resource center on mobile devices, you’ll want to START there. So many prospects approach us with designs with little to no advance consideration for how that design will translate to a mobile device. Rather than making hard choices to save space reactively, you can intuitively design the mobile view for the website first and then take those elements and add or move things around in your full size desktop version.
It is much easier to convert from mobile to desktop than it is to start with desktop and have issues deciding how your site will render when it sizes down to a smaller screen. This is particularly true for resource centers that have sidebar filter options, additional feature content, tables or other special features that may be more difficult to render on a small screen.
The more mobile friendly your website is, the better it ranks. Mobile-friendliness is a confirmed ranking factor with Google and because the percentage of mobile traffic continues to increase year over year, this will only become more important for increasing your conversion rates as well.
Related: Web development for SMBs, a mobile first approach to web design
\nIgnoring Load Speed
\n
How quickly your website’s resource center loads is such an important factor when it comes to optimizing it for conversions AND search engines. Google's Core Web Vitals update in 2021 focused heavily on page experience for the user, requiring companies that want to get noticed online to focus on page speed and user experience on their website. The statistics support this focus, because faster loading website pages are proven to increase conversion rates. Site load time decreases in retail website of just .1 second resulted in an 8.4% increase in conversion rates on retail websites. When you’re funneling lots of traffic to your website, these small things matter and in your Resource Center, you’ll want to focus on them as well.
Image size is a huge factor that bogs down many websites. Be sure to pay attention to the size of the images, icons, buttons and other graphical elements that you add to your website. So often marketing managers add graphics and images to a website without looking at the size of the images that they’re uploading and over time this can bog down a website significantly. This is particularly true for resource centers, where you’re often loading large image graphics, icons and more onto a single page. Images that you load into your website resource center should be no larger than 200kb.
It is important to create a set of standards for anyone uploading content to your resource center to protect your page load time.
Related: Page Speed Optimization - 5 Factors Bogging Down Your Website
\nNot Integrating a Mega Menu
\nResource centers are perfect for centralizing all of that content you work so hard to put out - but how do you get people there? While it may be a bit of an unexpected expense, we highly recommend adding a Mega Menu to your budget. A website Mega Menu acts like a central map for your entire website and allows you to be more granular in the content that you offer on your standard website navigation. You can feature full download content, break down your services or resource center into smaller categories and offer short descriptions that better help guide the user to where they need to go.
\n
Adding visual elements, showcasing popular pieces of content and really providing a guide for your website users will help them better find the information that they need as they go through their buying journey. Mega Menus and Resource Centers work closely together to keep website prospects moving through your content using the tools you provide within your resource center listing page and your mega menu as they move through additional resources.
Related: Why a Mega Menu Should Be Your Next Website Investment
\nNot hiring an expert
\nThis is an unfortunate mistake that we see many agencies and HubSpot customers make - hiring someone based on price rather than experience. Hiring an inexpensive or inexperienced web developer might feel like an okay thing to do in the beginning, but quickly you begin to see the issues as the project unfolds. Here are a few things you might notice if you hire an inexperienced web developer:
\n- \n
- Persistently changing timelines \n
- Sluggish response times \n
- Being ghosted \n
- Buggy issues with your resource center \n
- Long loading times \n
- Entire lack of strategy \n
We once received an agency’s partially completed website project from another developer whose resource center took more than a minute to load. While it looked great, the configuration was not well-conceived and because the developer wasn’t an expert in HubDB, they didn’t even realize they could have configured it much more simply within HubDB rather than using an external cloud server.
Now we’ve fixed it and their resource center loads in just a couple seconds, but they had to increase their budget for us to come in and fix this. Now they know that they need a skilled developer at their disposal for continued optimization and projects as their website evolves, and we’re here to make sure they can build sustainably.
If you’re in the middle of hiring for a website, we have a comprehensive list of questions to ask your HubSpot developer prospects when vetting them for a job.
Related: Why Hire an Experienced Web Developer? Your Website Isn’t a Sub Sandwich.
\nEveryone messes up sometimes, and it’s totally fine. Your Resource Center project may not go perfectly - and you may change what you’d like to see within it; the formatting, the features and filters that you offer along the way. Try to partner up and create your strategy before you delve too far into the development process so that you can make sure you not only cater to your prospective buyer, but stay within a predictable budget and avoid some of the biggest and most costly mistakes we’ve seen others make.
Your HubSpot website knowledge base or resource center is your home base when it comes to helping customers along in their buyer journey. While the blog summary page has played a significant role until now in helping your website prospects find the information they need, as you’ve adapted your efforts, your content arsenal has become increasingly varied. From recorded webinars to podcast archives, YouTube videos, white papers and other resources, you’re practically overflowing with content. If you haven’t already created a knowledge base or resource center in HubSpot CMS, you may be exploring what to incorporate in your content library or best practices when it comes to designing a knowledge base in HubSpot CMS.
![\"Milton](\"https://i.imgflip.com/33gh3q.jpg\")
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
![\"The](\"https://i.pinimg.com/originals/05/0c/62/050c62da9687c5f4329a204556a03ae8.jpg\")
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
We have to invest in our future. In order to do that, we need to reduce investments that are not aligned with our strategy. To help our customers grow better during this time, we need to double down on product innovation. For us to scale better, we need to double down on our own internal efficiencies. Both of these require investments that we cannot make if we don't make changes now.
\nWe think all of these things will help HubSpot refocus, but we also think that HubSpot needs to have a better beat on what is happening with the customers they do have that are being cared for by HubSpot agencies. While we’re by no means in the shoes of HubSpot’s CEO, we do have the unique perspective of being inside customer woes when they come to us with their problems with HubSpot. Things we hear?
“I don’t have internal adoption like I want.”
“My sales team doesn’t want to use this because its double entry with the application we use in house”
“My agency is too expensive.”
“We hired the wrong developer and now our website has handicapped us, but we don’t have the budget for a new one.”
“We’re struggling with in-house technical talent and need a partner that actually understands HubSpot.”
“My developer oversold his skills and doesn’t know how to build in HubSpot”
Day to day issues of HubSpot customers are largely technically related, but there is not enough support to fulfill them.
\nWe conducted a survey a few months ago to better understand the talent gap that existed inside HubSpot Partner agencies and more than 60% of respondents confirmed that they struggle to find experienced HubSpot developers to work with.
A great blog from loginradius.com about How Customer Retention Can Help Businesses Grow has the following to say about customer retention rates:
“A good retention rate signifies an increased revenue generation, higher levels of customer satisfaction, and customer loyalty. A study has highlighted that engaged customers are likely to produce 1.7 times more revenue than general customers. Engaged employees and consumers can produce as much as 3.4 times the average revenue. Loyal customers can increase the overall revenue more than one-time customers and acts as a protective factor against the rainy days and the ever-increasing market competition.”
\nWhen it comes to the game of customer retention and HubSpot products, these products have to make sense with business processes and actually make the lives of marketers, service and support EASIER. While we all know the power of HubSpot and the capabilities it brings, oftentimes customers are sold on the product capabilities, but less often paired with a technical partner and truly educated on the investment required to seamlessly integrate these solutions into their organization.
\nWe need to bridge the gap between internal software and HubSpot.
\nWhat’s the point in having a powerful piece of analytics or automation software if it costs you more in double-data entry and employee efficiency than it saves you in monitoring and automating your marketing and service processes? One of the most critical aspects of the true adoption of HubSpot into an organization that has purchased one or more hubs is the absolute seamless success of that first hub.
We executed integrations on behalf of many different clients in 2022, and they all sang the praises of being able to move data around seamlessly. It will be critical to HubSpot’s forward trajectory that they invest heavily into their internal development teams to establish even more business integrations with large, popular applications. However, it’s even more important that HubSpot promote and reward technical partners that are building integrations between lesser known software applications and business. There are incredible developers out there creating connectors in the app marketplace and HubSpot creating an app incubator should be talked about more. HubSpot can't create internal connectors to all of these services, but the stock integrations outside of Salesforce connector and Shopify are just scratching the surface of what can be done.
We can spit out boring statistics and terms like “data redundancy” all we want, but the bottom line is that unless HubSpot sales reps and HubSpot promote the importance and benefit of these integrations, and help support the developers behind the scene building these - they’ll not see the deep rooting of HubSpot into many of their customers organizations - and if a piece of software isn’t deeply rooted into business processes *AND* they’re having trouble with adoption or its causing inefficiency with data redundancy, guess who gets cut first from the team when customer budgets are constrained as they are in an uncertain economic environment?
We need to build websites that can scale and actually empower marketers.
\nLackluster specialized HubSpot developer pools, lack of developer accreditation opportunities, a lack of centralized solutions beyond chat groups, a forum that doesn’t have a centralized knowledge base of solutions for day to day issues, and a lack of true support for technical partners behind the scenes have meant that HubSpot partners, agencies, and end users are finding themselves running into the same issue: we didn’t budget properly.
We hired the wrong person for the job, they used most of the budget - and now we’re stuck with an end product that doesn’t improve our business processes.
This song plays on repeat and every time we hear it, we feel for the client. If there were a centralized, vetted skills ecosystem for specialized partners with incentives to perform, we anticipate a huge influx of skilled developers moving into HubSpot development and even taking it on as a specialty.
For us, it was a no-brainer and we saw quickly that being a skilled provider is not only needed, but pays big time. We have formed so many close agency relationships, and while it may not necessarily benefit from a growth and recurring revenue with HubSpot commissions, we have faith that eventually things may change a little bit and we’ll start to see more support for people behind the curtain in HubSpot.
Building websites that look good on HubSpot CMS is one thing, but building truly versatile and flexible modules that really give marketers the power to do whatever they want? That’s something that HubSpot promotes, but we aren’t always seeing as we work in the back end of the websites that other non-specialized developers have created.
We need to solve complex business process problems with the ability to “add on” features
\nHubSpot is an expensive product, and customers need to see the ROI from certain features that are only available in enterprise level subscriptions. We see a very real need for serverless functions, custom objects and behavioral events for customers that don’t need the full functionality of enterprise level Hub subscriptions.
For example: read more about the need for serverless functions that our development team dealt with:
“Moving from HubSpot CMS Professional to Enterprise is an extra 400 dollars per month. However this is causing us to have to create cloud servers on another product that is actually owned by a competitor to handle it. Serverless functions are a wrapper around AWS serverless. I could easily just use AWS and pay the usage. On top of that HubSpot limits the amount of additional node packages you can load into these, and puts a time limit on the processing. So instead of paying for USAGE like other vendors charge, they charge a flat fee for the service, which handicaps the capabilities, and clients see no benefit in upgrading for 400 dollars when their need is only for serverless functions.”
\nWhile moving ahead to bigger fish is important, we want HubSpot to not forget the roots that built them. The vast majority (99.9% to be exact) of businesses in the United States are small businesses, and there are 33.2 million of them in this country. While making moves for the big ones is a natural progression for HubSpot when multiple hubs help businesses solve for so many things, there may be revenue still to be gained from the smaller accounts by bundling small add-on packages that allow individual product features to be purchased. These things would not only benefit HubSpot, but save developers time in configuration, and make integrations and serverless functions much easier to implement, keeping all business processes in one place.
Overall, we’re doubling down on HubSpot - and we’ll always remain loyal to the brand that built our own foundation. We are very empathetic to the 500 employees and their families that were let go yesterday, and while we may not love that it was done or agree that it should have been done, we want to help HubSpot Partners and HubSpot look to the forward trajectory of how they continue to move the vision of helping businesses scale and measure marketing and close the loop between business processes and customer retention by letting them know how important the technical specialized service provider is to achieving that mission.
In the multiple Hubs that are offered to the customer, don’t forget that Marketing Agencies can’t be everything to everyone. The rise of the specialized technical partner, the specialized Hub consultant, HubSpot systems architect, and other types of partners that support the internal sales team is imminent - it’s just a matter of how HubSpot will support these partners moving forward.
We are a proud HubSpot Technical Partner that is finding the silver lining in a very difficult situation, and we hope that others might start to see what has been clear to us since we’ve signed on as a partner agency.
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
We have to invest in our future. In order to do that, we need to reduce investments that are not aligned with our strategy. To help our customers grow better during this time, we need to double down on product innovation. For us to scale better, we need to double down on our own internal efficiencies. Both of these require investments that we cannot make if we don't make changes now.
\nWe think all of these things will help HubSpot refocus, but we also think that HubSpot needs to have a better beat on what is happening with the customers they do have that are being cared for by HubSpot agencies. While we’re by no means in the shoes of HubSpot’s CEO, we do have the unique perspective of being inside customer woes when they come to us with their problems with HubSpot. Things we hear?
“I don’t have internal adoption like I want.”
“My sales team doesn’t want to use this because its double entry with the application we use in house”
“My agency is too expensive.”
“We hired the wrong developer and now our website has handicapped us, but we don’t have the budget for a new one.”
“We’re struggling with in-house technical talent and need a partner that actually understands HubSpot.”
“My developer oversold his skills and doesn’t know how to build in HubSpot”
Day to day issues of HubSpot customers are largely technically related, but there is not enough support to fulfill them.
\nWe conducted a survey a few months ago to better understand the talent gap that existed inside HubSpot Partner agencies and more than 60% of respondents confirmed that they struggle to find experienced HubSpot developers to work with.
A great blog from loginradius.com about How Customer Retention Can Help Businesses Grow has the following to say about customer retention rates:
“A good retention rate signifies an increased revenue generation, higher levels of customer satisfaction, and customer loyalty. A study has highlighted that engaged customers are likely to produce 1.7 times more revenue than general customers. Engaged employees and consumers can produce as much as 3.4 times the average revenue. Loyal customers can increase the overall revenue more than one-time customers and acts as a protective factor against the rainy days and the ever-increasing market competition.”
\nWhen it comes to the game of customer retention and HubSpot products, these products have to make sense with business processes and actually make the lives of marketers, service and support EASIER. While we all know the power of HubSpot and the capabilities it brings, oftentimes customers are sold on the product capabilities, but less often paired with a technical partner and truly educated on the investment required to seamlessly integrate these solutions into their organization.
\nWe need to bridge the gap between internal software and HubSpot.
\nWhat’s the point in having a powerful piece of analytics or automation software if it costs you more in double-data entry and employee efficiency than it saves you in monitoring and automating your marketing and service processes? One of the most critical aspects of the true adoption of HubSpot into an organization that has purchased one or more hubs is the absolute seamless success of that first hub.
We executed integrations on behalf of many different clients in 2022, and they all sang the praises of being able to move data around seamlessly. It will be critical to HubSpot’s forward trajectory that they invest heavily into their internal development teams to establish even more business integrations with large, popular applications. However, it’s even more important that HubSpot promote and reward technical partners that are building integrations between lesser known software applications and business. There are incredible developers out there creating connectors in the app marketplace and HubSpot creating an app incubator should be talked about more. HubSpot can't create internal connectors to all of these services, but the stock integrations outside of Salesforce connector and Shopify are just scratching the surface of what can be done.
We can spit out boring statistics and terms like “data redundancy” all we want, but the bottom line is that unless HubSpot sales reps and HubSpot promote the importance and benefit of these integrations, and help support the developers behind the scene building these - they’ll not see the deep rooting of HubSpot into many of their customers organizations - and if a piece of software isn’t deeply rooted into business processes *AND* they’re having trouble with adoption or its causing inefficiency with data redundancy, guess who gets cut first from the team when customer budgets are constrained as they are in an uncertain economic environment?
We need to build websites that can scale and actually empower marketers.
\nLackluster specialized HubSpot developer pools, lack of developer accreditation opportunities, a lack of centralized solutions beyond chat groups, a forum that doesn’t have a centralized knowledge base of solutions for day to day issues, and a lack of true support for technical partners behind the scenes have meant that HubSpot partners, agencies, and end users are finding themselves running into the same issue: we didn’t budget properly.
We hired the wrong person for the job, they used most of the budget - and now we’re stuck with an end product that doesn’t improve our business processes.
This song plays on repeat and every time we hear it, we feel for the client. If there were a centralized, vetted skills ecosystem for specialized partners with incentives to perform, we anticipate a huge influx of skilled developers moving into HubSpot development and even taking it on as a specialty.
For us, it was a no-brainer and we saw quickly that being a skilled provider is not only needed, but pays big time. We have formed so many close agency relationships, and while it may not necessarily benefit from a growth and recurring revenue with HubSpot commissions, we have faith that eventually things may change a little bit and we’ll start to see more support for people behind the curtain in HubSpot.
Building websites that look good on HubSpot CMS is one thing, but building truly versatile and flexible modules that really give marketers the power to do whatever they want? That’s something that HubSpot promotes, but we aren’t always seeing as we work in the back end of the websites that other non-specialized developers have created.
We need to solve complex business process problems with the ability to “add on” features
\nHubSpot is an expensive product, and customers need to see the ROI from certain features that are only available in enterprise level subscriptions. We see a very real need for serverless functions, custom objects and behavioral events for customers that don’t need the full functionality of enterprise level Hub subscriptions.
For example: read more about the need for serverless functions that our development team dealt with:
“Moving from HubSpot CMS Professional to Enterprise is an extra 400 dollars per month. However this is causing us to have to create cloud servers on another product that is actually owned by a competitor to handle it. Serverless functions are a wrapper around AWS serverless. I could easily just use AWS and pay the usage. On top of that HubSpot limits the amount of additional node packages you can load into these, and puts a time limit on the processing. So instead of paying for USAGE like other vendors charge, they charge a flat fee for the service, which handicaps the capabilities, and clients see no benefit in upgrading for 400 dollars when their need is only for serverless functions.”
\nWhile moving ahead to bigger fish is important, we want HubSpot to not forget the roots that built them. The vast majority (99.9% to be exact) of businesses in the United States are small businesses, and there are 33.2 million of them in this country. While making moves for the big ones is a natural progression for HubSpot when multiple hubs help businesses solve for so many things, there may be revenue still to be gained from the smaller accounts by bundling small add-on packages that allow individual product features to be purchased. These things would not only benefit HubSpot, but save developers time in configuration, and make integrations and serverless functions much easier to implement, keeping all business processes in one place.
Overall, we’re doubling down on HubSpot - and we’ll always remain loyal to the brand that built our own foundation. We are very empathetic to the 500 employees and their families that were let go yesterday, and while we may not love that it was done or agree that it should have been done, we want to help HubSpot Partners and HubSpot look to the forward trajectory of how they continue to move the vision of helping businesses scale and measure marketing and close the loop between business processes and customer retention by letting them know how important the technical specialized service provider is to achieving that mission.
In the multiple Hubs that are offered to the customer, don’t forget that Marketing Agencies can’t be everything to everyone. The rise of the specialized technical partner, the specialized Hub consultant, HubSpot systems architect, and other types of partners that support the internal sales team is imminent - it’s just a matter of how HubSpot will support these partners moving forward.
We are a proud HubSpot Technical Partner that is finding the silver lining in a very difficult situation, and we hope that others might start to see what has been clear to us since we’ve signed on as a partner agency.
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
We have to invest in our future. In order to do that, we need to reduce investments that are not aligned with our strategy. To help our customers grow better during this time, we need to double down on product innovation. For us to scale better, we need to double down on our own internal efficiencies. Both of these require investments that we cannot make if we don't make changes now.
\nWe think all of these things will help HubSpot refocus, but we also think that HubSpot needs to have a better beat on what is happening with the customers they do have that are being cared for by HubSpot agencies. While we’re by no means in the shoes of HubSpot’s CEO, we do have the unique perspective of being inside customer woes when they come to us with their problems with HubSpot. Things we hear?
“I don’t have internal adoption like I want.”
“My sales team doesn’t want to use this because its double entry with the application we use in house”
“My agency is too expensive.”
“We hired the wrong developer and now our website has handicapped us, but we don’t have the budget for a new one.”
“We’re struggling with in-house technical talent and need a partner that actually understands HubSpot.”
“My developer oversold his skills and doesn’t know how to build in HubSpot”
Day to day issues of HubSpot customers are largely technically related, but there is not enough support to fulfill them.
\nWe conducted a survey a few months ago to better understand the talent gap that existed inside HubSpot Partner agencies and more than 60% of respondents confirmed that they struggle to find experienced HubSpot developers to work with.
A great blog from loginradius.com about How Customer Retention Can Help Businesses Grow has the following to say about customer retention rates:
“A good retention rate signifies an increased revenue generation, higher levels of customer satisfaction, and customer loyalty. A study has highlighted that engaged customers are likely to produce 1.7 times more revenue than general customers. Engaged employees and consumers can produce as much as 3.4 times the average revenue. Loyal customers can increase the overall revenue more than one-time customers and acts as a protective factor against the rainy days and the ever-increasing market competition.”
\nWhen it comes to the game of customer retention and HubSpot products, these products have to make sense with business processes and actually make the lives of marketers, service and support EASIER. While we all know the power of HubSpot and the capabilities it brings, oftentimes customers are sold on the product capabilities, but less often paired with a technical partner and truly educated on the investment required to seamlessly integrate these solutions into their organization.
\nWe need to bridge the gap between internal software and HubSpot.
\nWhat’s the point in having a powerful piece of analytics or automation software if it costs you more in double-data entry and employee efficiency than it saves you in monitoring and automating your marketing and service processes? One of the most critical aspects of the true adoption of HubSpot into an organization that has purchased one or more hubs is the absolute seamless success of that first hub.
We executed integrations on behalf of many different clients in 2022, and they all sang the praises of being able to move data around seamlessly. It will be critical to HubSpot’s forward trajectory that they invest heavily into their internal development teams to establish even more business integrations with large, popular applications. However, it’s even more important that HubSpot promote and reward technical partners that are building integrations between lesser known software applications and business. There are incredible developers out there creating connectors in the app marketplace and HubSpot creating an app incubator should be talked about more. HubSpot can't create internal connectors to all of these services, but the stock integrations outside of Salesforce connector and Shopify are just scratching the surface of what can be done.
We can spit out boring statistics and terms like “data redundancy” all we want, but the bottom line is that unless HubSpot sales reps and HubSpot promote the importance and benefit of these integrations, and help support the developers behind the scene building these - they’ll not see the deep rooting of HubSpot into many of their customers organizations - and if a piece of software isn’t deeply rooted into business processes *AND* they’re having trouble with adoption or its causing inefficiency with data redundancy, guess who gets cut first from the team when customer budgets are constrained as they are in an uncertain economic environment?
We need to build websites that can scale and actually empower marketers.
\nLackluster specialized HubSpot developer pools, lack of developer accreditation opportunities, a lack of centralized solutions beyond chat groups, a forum that doesn’t have a centralized knowledge base of solutions for day to day issues, and a lack of true support for technical partners behind the scenes have meant that HubSpot partners, agencies, and end users are finding themselves running into the same issue: we didn’t budget properly.
We hired the wrong person for the job, they used most of the budget - and now we’re stuck with an end product that doesn’t improve our business processes.
This song plays on repeat and every time we hear it, we feel for the client. If there were a centralized, vetted skills ecosystem for specialized partners with incentives to perform, we anticipate a huge influx of skilled developers moving into HubSpot development and even taking it on as a specialty.
For us, it was a no-brainer and we saw quickly that being a skilled provider is not only needed, but pays big time. We have formed so many close agency relationships, and while it may not necessarily benefit from a growth and recurring revenue with HubSpot commissions, we have faith that eventually things may change a little bit and we’ll start to see more support for people behind the curtain in HubSpot.
Building websites that look good on HubSpot CMS is one thing, but building truly versatile and flexible modules that really give marketers the power to do whatever they want? That’s something that HubSpot promotes, but we aren’t always seeing as we work in the back end of the websites that other non-specialized developers have created.
We need to solve complex business process problems with the ability to “add on” features
\nHubSpot is an expensive product, and customers need to see the ROI from certain features that are only available in enterprise level subscriptions. We see a very real need for serverless functions, custom objects and behavioral events for customers that don’t need the full functionality of enterprise level Hub subscriptions.
For example: read more about the need for serverless functions that our development team dealt with:
“Moving from HubSpot CMS Professional to Enterprise is an extra 400 dollars per month. However this is causing us to have to create cloud servers on another product that is actually owned by a competitor to handle it. Serverless functions are a wrapper around AWS serverless. I could easily just use AWS and pay the usage. On top of that HubSpot limits the amount of additional node packages you can load into these, and puts a time limit on the processing. So instead of paying for USAGE like other vendors charge, they charge a flat fee for the service, which handicaps the capabilities, and clients see no benefit in upgrading for 400 dollars when their need is only for serverless functions.”
\nWhile moving ahead to bigger fish is important, we want HubSpot to not forget the roots that built them. The vast majority (99.9% to be exact) of businesses in the United States are small businesses, and there are 33.2 million of them in this country. While making moves for the big ones is a natural progression for HubSpot when multiple hubs help businesses solve for so many things, there may be revenue still to be gained from the smaller accounts by bundling small add-on packages that allow individual product features to be purchased. These things would not only benefit HubSpot, but save developers time in configuration, and make integrations and serverless functions much easier to implement, keeping all business processes in one place.
Overall, we’re doubling down on HubSpot - and we’ll always remain loyal to the brand that built our own foundation. We are very empathetic to the 500 employees and their families that were let go yesterday, and while we may not love that it was done or agree that it should have been done, we want to help HubSpot Partners and HubSpot look to the forward trajectory of how they continue to move the vision of helping businesses scale and measure marketing and close the loop between business processes and customer retention by letting them know how important the technical specialized service provider is to achieving that mission.
In the multiple Hubs that are offered to the customer, don’t forget that Marketing Agencies can’t be everything to everyone. The rise of the specialized technical partner, the specialized Hub consultant, HubSpot systems architect, and other types of partners that support the internal sales team is imminent - it’s just a matter of how HubSpot will support these partners moving forward.
We are a proud HubSpot Technical Partner that is finding the silver lining in a very difficult situation, and we hope that others might start to see what has been clear to us since we’ve signed on as a partner agency.
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
We have to invest in our future. In order to do that, we need to reduce investments that are not aligned with our strategy. To help our customers grow better during this time, we need to double down on product innovation. For us to scale better, we need to double down on our own internal efficiencies. Both of these require investments that we cannot make if we don't make changes now.
\nWe think all of these things will help HubSpot refocus, but we also think that HubSpot needs to have a better beat on what is happening with the customers they do have that are being cared for by HubSpot agencies. While we’re by no means in the shoes of HubSpot’s CEO, we do have the unique perspective of being inside customer woes when they come to us with their problems with HubSpot. Things we hear?
“I don’t have internal adoption like I want.”
“My sales team doesn’t want to use this because its double entry with the application we use in house”
“My agency is too expensive.”
“We hired the wrong developer and now our website has handicapped us, but we don’t have the budget for a new one.”
“We’re struggling with in-house technical talent and need a partner that actually understands HubSpot.”
“My developer oversold his skills and doesn’t know how to build in HubSpot”
Day to day issues of HubSpot customers are largely technically related, but there is not enough support to fulfill them.
\nWe conducted a survey a few months ago to better understand the talent gap that existed inside HubSpot Partner agencies and more than 60% of respondents confirmed that they struggle to find experienced HubSpot developers to work with.
A great blog from loginradius.com about How Customer Retention Can Help Businesses Grow has the following to say about customer retention rates:
“A good retention rate signifies an increased revenue generation, higher levels of customer satisfaction, and customer loyalty. A study has highlighted that engaged customers are likely to produce 1.7 times more revenue than general customers. Engaged employees and consumers can produce as much as 3.4 times the average revenue. Loyal customers can increase the overall revenue more than one-time customers and acts as a protective factor against the rainy days and the ever-increasing market competition.”
\nWhen it comes to the game of customer retention and HubSpot products, these products have to make sense with business processes and actually make the lives of marketers, service and support EASIER. While we all know the power of HubSpot and the capabilities it brings, oftentimes customers are sold on the product capabilities, but less often paired with a technical partner and truly educated on the investment required to seamlessly integrate these solutions into their organization.
\nWe need to bridge the gap between internal software and HubSpot.
\nWhat’s the point in having a powerful piece of analytics or automation software if it costs you more in double-data entry and employee efficiency than it saves you in monitoring and automating your marketing and service processes? One of the most critical aspects of the true adoption of HubSpot into an organization that has purchased one or more hubs is the absolute seamless success of that first hub.
We executed integrations on behalf of many different clients in 2022, and they all sang the praises of being able to move data around seamlessly. It will be critical to HubSpot’s forward trajectory that they invest heavily into their internal development teams to establish even more business integrations with large, popular applications. However, it’s even more important that HubSpot promote and reward technical partners that are building integrations between lesser known software applications and business. There are incredible developers out there creating connectors in the app marketplace and HubSpot creating an app incubator should be talked about more. HubSpot can't create internal connectors to all of these services, but the stock integrations outside of Salesforce connector and Shopify are just scratching the surface of what can be done.
We can spit out boring statistics and terms like “data redundancy” all we want, but the bottom line is that unless HubSpot sales reps and HubSpot promote the importance and benefit of these integrations, and help support the developers behind the scene building these - they’ll not see the deep rooting of HubSpot into many of their customers organizations - and if a piece of software isn’t deeply rooted into business processes *AND* they’re having trouble with adoption or its causing inefficiency with data redundancy, guess who gets cut first from the team when customer budgets are constrained as they are in an uncertain economic environment?
We need to build websites that can scale and actually empower marketers.
\nLackluster specialized HubSpot developer pools, lack of developer accreditation opportunities, a lack of centralized solutions beyond chat groups, a forum that doesn’t have a centralized knowledge base of solutions for day to day issues, and a lack of true support for technical partners behind the scenes have meant that HubSpot partners, agencies, and end users are finding themselves running into the same issue: we didn’t budget properly.
We hired the wrong person for the job, they used most of the budget - and now we’re stuck with an end product that doesn’t improve our business processes.
This song plays on repeat and every time we hear it, we feel for the client. If there were a centralized, vetted skills ecosystem for specialized partners with incentives to perform, we anticipate a huge influx of skilled developers moving into HubSpot development and even taking it on as a specialty.
For us, it was a no-brainer and we saw quickly that being a skilled provider is not only needed, but pays big time. We have formed so many close agency relationships, and while it may not necessarily benefit from a growth and recurring revenue with HubSpot commissions, we have faith that eventually things may change a little bit and we’ll start to see more support for people behind the curtain in HubSpot.
Building websites that look good on HubSpot CMS is one thing, but building truly versatile and flexible modules that really give marketers the power to do whatever they want? That’s something that HubSpot promotes, but we aren’t always seeing as we work in the back end of the websites that other non-specialized developers have created.
We need to solve complex business process problems with the ability to “add on” features
\nHubSpot is an expensive product, and customers need to see the ROI from certain features that are only available in enterprise level subscriptions. We see a very real need for serverless functions, custom objects and behavioral events for customers that don’t need the full functionality of enterprise level Hub subscriptions.
For example: read more about the need for serverless functions that our development team dealt with:
“Moving from HubSpot CMS Professional to Enterprise is an extra 400 dollars per month. However this is causing us to have to create cloud servers on another product that is actually owned by a competitor to handle it. Serverless functions are a wrapper around AWS serverless. I could easily just use AWS and pay the usage. On top of that HubSpot limits the amount of additional node packages you can load into these, and puts a time limit on the processing. So instead of paying for USAGE like other vendors charge, they charge a flat fee for the service, which handicaps the capabilities, and clients see no benefit in upgrading for 400 dollars when their need is only for serverless functions.”
\nWhile moving ahead to bigger fish is important, we want HubSpot to not forget the roots that built them. The vast majority (99.9% to be exact) of businesses in the United States are small businesses, and there are 33.2 million of them in this country. While making moves for the big ones is a natural progression for HubSpot when multiple hubs help businesses solve for so many things, there may be revenue still to be gained from the smaller accounts by bundling small add-on packages that allow individual product features to be purchased. These things would not only benefit HubSpot, but save developers time in configuration, and make integrations and serverless functions much easier to implement, keeping all business processes in one place.
Overall, we’re doubling down on HubSpot - and we’ll always remain loyal to the brand that built our own foundation. We are very empathetic to the 500 employees and their families that were let go yesterday, and while we may not love that it was done or agree that it should have been done, we want to help HubSpot Partners and HubSpot look to the forward trajectory of how they continue to move the vision of helping businesses scale and measure marketing and close the loop between business processes and customer retention by letting them know how important the technical specialized service provider is to achieving that mission.
In the multiple Hubs that are offered to the customer, don’t forget that Marketing Agencies can’t be everything to everyone. The rise of the specialized technical partner, the specialized Hub consultant, HubSpot systems architect, and other types of partners that support the internal sales team is imminent - it’s just a matter of how HubSpot will support these partners moving forward.
We are a proud HubSpot Technical Partner that is finding the silver lining in a very difficult situation, and we hope that others might start to see what has been clear to us since we’ve signed on as a partner agency.
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
We have to invest in our future. In order to do that, we need to reduce investments that are not aligned with our strategy. To help our customers grow better during this time, we need to double down on product innovation. For us to scale better, we need to double down on our own internal efficiencies. Both of these require investments that we cannot make if we don't make changes now.
\nWe think all of these things will help HubSpot refocus, but we also think that HubSpot needs to have a better beat on what is happening with the customers they do have that are being cared for by HubSpot agencies. While we’re by no means in the shoes of HubSpot’s CEO, we do have the unique perspective of being inside customer woes when they come to us with their problems with HubSpot. Things we hear?
“I don’t have internal adoption like I want.”
“My sales team doesn’t want to use this because its double entry with the application we use in house”
“My agency is too expensive.”
“We hired the wrong developer and now our website has handicapped us, but we don’t have the budget for a new one.”
“We’re struggling with in-house technical talent and need a partner that actually understands HubSpot.”
“My developer oversold his skills and doesn’t know how to build in HubSpot”
Day to day issues of HubSpot customers are largely technically related, but there is not enough support to fulfill them.
\nWe conducted a survey a few months ago to better understand the talent gap that existed inside HubSpot Partner agencies and more than 60% of respondents confirmed that they struggle to find experienced HubSpot developers to work with.
A great blog from loginradius.com about How Customer Retention Can Help Businesses Grow has the following to say about customer retention rates:
“A good retention rate signifies an increased revenue generation, higher levels of customer satisfaction, and customer loyalty. A study has highlighted that engaged customers are likely to produce 1.7 times more revenue than general customers. Engaged employees and consumers can produce as much as 3.4 times the average revenue. Loyal customers can increase the overall revenue more than one-time customers and acts as a protective factor against the rainy days and the ever-increasing market competition.”
\nWhen it comes to the game of customer retention and HubSpot products, these products have to make sense with business processes and actually make the lives of marketers, service and support EASIER. While we all know the power of HubSpot and the capabilities it brings, oftentimes customers are sold on the product capabilities, but less often paired with a technical partner and truly educated on the investment required to seamlessly integrate these solutions into their organization.
\nWe need to bridge the gap between internal software and HubSpot.
\nWhat’s the point in having a powerful piece of analytics or automation software if it costs you more in double-data entry and employee efficiency than it saves you in monitoring and automating your marketing and service processes? One of the most critical aspects of the true adoption of HubSpot into an organization that has purchased one or more hubs is the absolute seamless success of that first hub.
We executed integrations on behalf of many different clients in 2022, and they all sang the praises of being able to move data around seamlessly. It will be critical to HubSpot’s forward trajectory that they invest heavily into their internal development teams to establish even more business integrations with large, popular applications. However, it’s even more important that HubSpot promote and reward technical partners that are building integrations between lesser known software applications and business. There are incredible developers out there creating connectors in the app marketplace and HubSpot creating an app incubator should be talked about more. HubSpot can't create internal connectors to all of these services, but the stock integrations outside of Salesforce connector and Shopify are just scratching the surface of what can be done.
We can spit out boring statistics and terms like “data redundancy” all we want, but the bottom line is that unless HubSpot sales reps and HubSpot promote the importance and benefit of these integrations, and help support the developers behind the scene building these - they’ll not see the deep rooting of HubSpot into many of their customers organizations - and if a piece of software isn’t deeply rooted into business processes *AND* they’re having trouble with adoption or its causing inefficiency with data redundancy, guess who gets cut first from the team when customer budgets are constrained as they are in an uncertain economic environment?
We need to build websites that can scale and actually empower marketers.
\nLackluster specialized HubSpot developer pools, lack of developer accreditation opportunities, a lack of centralized solutions beyond chat groups, a forum that doesn’t have a centralized knowledge base of solutions for day to day issues, and a lack of true support for technical partners behind the scenes have meant that HubSpot partners, agencies, and end users are finding themselves running into the same issue: we didn’t budget properly.
We hired the wrong person for the job, they used most of the budget - and now we’re stuck with an end product that doesn’t improve our business processes.
This song plays on repeat and every time we hear it, we feel for the client. If there were a centralized, vetted skills ecosystem for specialized partners with incentives to perform, we anticipate a huge influx of skilled developers moving into HubSpot development and even taking it on as a specialty.
For us, it was a no-brainer and we saw quickly that being a skilled provider is not only needed, but pays big time. We have formed so many close agency relationships, and while it may not necessarily benefit from a growth and recurring revenue with HubSpot commissions, we have faith that eventually things may change a little bit and we’ll start to see more support for people behind the curtain in HubSpot.
Building websites that look good on HubSpot CMS is one thing, but building truly versatile and flexible modules that really give marketers the power to do whatever they want? That’s something that HubSpot promotes, but we aren’t always seeing as we work in the back end of the websites that other non-specialized developers have created.
We need to solve complex business process problems with the ability to “add on” features
\nHubSpot is an expensive product, and customers need to see the ROI from certain features that are only available in enterprise level subscriptions. We see a very real need for serverless functions, custom objects and behavioral events for customers that don’t need the full functionality of enterprise level Hub subscriptions.
For example: read more about the need for serverless functions that our development team dealt with:
“Moving from HubSpot CMS Professional to Enterprise is an extra 400 dollars per month. However this is causing us to have to create cloud servers on another product that is actually owned by a competitor to handle it. Serverless functions are a wrapper around AWS serverless. I could easily just use AWS and pay the usage. On top of that HubSpot limits the amount of additional node packages you can load into these, and puts a time limit on the processing. So instead of paying for USAGE like other vendors charge, they charge a flat fee for the service, which handicaps the capabilities, and clients see no benefit in upgrading for 400 dollars when their need is only for serverless functions.”
\nWhile moving ahead to bigger fish is important, we want HubSpot to not forget the roots that built them. The vast majority (99.9% to be exact) of businesses in the United States are small businesses, and there are 33.2 million of them in this country. While making moves for the big ones is a natural progression for HubSpot when multiple hubs help businesses solve for so many things, there may be revenue still to be gained from the smaller accounts by bundling small add-on packages that allow individual product features to be purchased. These things would not only benefit HubSpot, but save developers time in configuration, and make integrations and serverless functions much easier to implement, keeping all business processes in one place.
Overall, we’re doubling down on HubSpot - and we’ll always remain loyal to the brand that built our own foundation. We are very empathetic to the 500 employees and their families that were let go yesterday, and while we may not love that it was done or agree that it should have been done, we want to help HubSpot Partners and HubSpot look to the forward trajectory of how they continue to move the vision of helping businesses scale and measure marketing and close the loop between business processes and customer retention by letting them know how important the technical specialized service provider is to achieving that mission.
In the multiple Hubs that are offered to the customer, don’t forget that Marketing Agencies can’t be everything to everyone. The rise of the specialized technical partner, the specialized Hub consultant, HubSpot systems architect, and other types of partners that support the internal sales team is imminent - it’s just a matter of how HubSpot will support these partners moving forward.
We are a proud HubSpot Technical Partner that is finding the silver lining in a very difficult situation, and we hope that others might start to see what has been clear to us since we’ve signed on as a partner agency.
There are many thoughts on everyone’s minds as HubSpot, the marketing and automation leaders behind the term Inbound Marketing, announced its first large layoff in company history. Whether or not you agree with how HubSpot handled the setbacks they have been experiencing - their discussion of revenue shortfalls by CEO Yamini Rangan in HubSpot’s Company News article definitely warrants some discussion on what this means for HubSpot Partners moving forward. It’s possible that having an additional 500 HubSpotters available for hire could lead to closing the talent gap a little more for agencies with the possibilities of HubSpot onboarding specialists and HubSpot technical experts entering the marketplace.
But that’s not what we came here to talk about - the role of HubSpot’s developer community has been a topic of hot conversation for us for the last year, and even more so in the last few weeks - and we’re here to make a lofty claim:
HubSpot technical agencies and freelancers will be the most critical role in HubSpot’s forward trajectory as they refocus their mission.
The reality is that every day HubSpot customers encounter obstacles in their HubSpot portal that they’re not easily able to overcome on their own or even with many of the most popular agencies that HubSpot often recommends.
The day to day issues that companies experience with HubSpot require technical solutions:
According to HubSpot’s CEO, Yamini Rangan:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
Remind them that their content is evergreen.
\nThey have invested a lot into the content that you’ve created on their behalf - and odds are if they’re a long time client that is truly invested in their Inbound Marketing strategy, they have a lot of it. While their blog will continue to perform in search results, there’s no reason they shouldn’t also play supporting roles in helping push users through the buyer’s journey. Creating a content library allows for a featured content section, supercharges content personalization for clients with Marketing Hub Pro and allows them to search for the content they’re looking for in the medium they’re looking for.
\n\n
A simple reminder of the investment they’ve made in helping their customer access their arsenal of helpful information should help you here. Remember from a sales perspective to also lean on the fact that not everyone consumes content in the same way and in sales it often takes a prospect understanding things from several different angles before they’ll make that purchase decision - and not all of those angles can be placed in that special CTA (even when they’ve got content personalization.)
Related: Content Overload: It’s Time for a Website Content Library or Resource Center
\nEducate them on the increasingly self-guided buyer journey
\n“If you deliver a more self-guided experience for curious buyers on your website, you can track their actions to create intent data. From there, sales reps can reach out with tailored outreach based on this insight, and then paint a customized picture of what’s possible for the buyer based on their objectives.”
\nThis quote from Christopher Chang’s LinkedIn Sales Blog post is a great example of how a content library or resource center can help sales teams use something called intent data to really hone in on the unique journey of each buyer prospect.
\n
What is intent data, exactly?
\nDiscover.org defines intent data as: online behavior-based activity across the internet that links buyers and accounts to a solution, idea, or related topic
Session recordings can be a huge help in understanding that there really is no law of averages when it comes to the buyer journey. They are all unique, and just as your clients switched from “demographics” to “buyer personas” - they’re going to have to switch to individuals and understand that those individuals are all different.
If watching recordings of people engaging with your website makes you want to start scrolling through your instagram or checking the news, HubSpot's Behavioral Events (beta) can really bring that data into your reporting dashboards. We've really only touched the iceberg with a few clients. By doing some creative work with this and some custom development, you can really pin down on how people are engaging, what topics they are clicking on, and what type of filters they have set up when they finally clicked through. No longer do you need gating to direct pdf downloads or tracking these through Google Analytics events. Having them all in HubSpot is a dream.
Centralizing their content into a library supports this idea of intent data and self guided buyer journeys and empowers your sales team to have even more detailed data than a few pages visited in the previously created funnel that you brainstormed based on a few customer interviews. And who knows? If they stumble across your other service offerings as they overlap, before you know it you’re selling them additional services *and* additional projects to really supercharge their marketing (and prove your value along the way).
Show them it’s not *always* what’s on the inside that matters.
\nWe’ve all been told that it’s what is on the inside that matters most, but that doesn’t always apply unilaterally when it comes to content marketing. Given 15 minutes to consume content, over two thirds of people would rather read something beautifully designed than something plain. Not only that, but according to the Psychology of User Experience, “46% of consumers in the study based their decisions on the credibility of websites on their visual appeal and aesthetics.”
A content library takes user experience to the next level from an aesthetics point of view. Filters can be dropped down, hero sections can be added to rotate through the most popular content offers… content cards can be color coded based on content format and users can browse based on their unique learning styles.
It helps organize and optimize their navigation for better conversions.
\nThe simplicity of categories on your website is the easiest way to put together a client’s navigation menu when it comes to the design of their website. The customer has named their services something that many of the bottom-funnel prospects and industry understand, but doesn’t always resonate with every prospect that will encounter your website. Organizing your client’s content in a content library or resource center will help you more closely identify the related items, phrases, and pieces of content that matter most relative to those more broad ideas in their navigation topics.
We also want you to be thinking about the different buyers and if you need to organize pieces of content by the buyer type. An example of this is if you have content for employees and employers -- By creating an additional filter in your content library you can make it so that they don't have to wade through content that isn't for them.
It’s also great fuel for the reminder that mega menus are increasing in popularity. If you’re not offering mega menus as an addition to your client’s websites, this is another beast to tackle to boost conversions. Again, by leaning on session recordings, page views, download interactions, AND possibly custom behavioral events on the items in your client’s content library, you can easily identify the most critical pieces of content. This lets you place them strategically into a mega menu as supplements to those major content categories. You can also see what is more engaging, how to steer further content direction, and start to work on why the other content isn’t being clicked on and make changes.
Related: Learn more about Mega Menus on our blog
\nIt’s an engagement game changer.
\nWebsite prospects that come through and then pitter out are a huge frustration for marketers *and* the clients that retain them. Like we said before, it doesn’t matter how much a client loves you and your agency, if you’re not delivering qualified prospects that they can actually close, you’re not going to be around in the long term. By helping them understand that data drives marketing strategy, you can easily pitch them a content library or resource center that gives you a bigger picture of the types of content they’re interacting with (and great opportunity to increase average time on site or decrease bounce rates).
You should angle content libraries to your clients as an opportunity to really get into the minds of those prospects as they move themselves through their journey with the products and services that you offer to solve their problems.
Remember the excitement of embarking on a new marketing journey with your clients?
Remember how much you loved showing them the statistics of how your efforts were boosting their exposure?
Not every meeting or month is going to be a walk-off home run. But we know from experience that adding a content library to your client’s website is a similar game changer.
You can keep running through the same number of blog posts, those same tired scheduled social media posts, and hanging on the hopes that you’ve selected the right piece of content to deliver inside of that automation that you created… *or* you can try something new and offer them up what is arguably among the biggest game changers to help centralize their content.
What could it hurt?
Can a website content library or resource center solve your client conversion woes?
For many agencies, margins are getting thinner and the competition is fierce. As more and more marketing agencies jump on the HubSpot Partner wagon with big dreams of bringing in recurring revenue to support their increasing overhead, you’re having to make magic for less and less. Don’t even get me started on the supply chain / inflation / budget cutting nightmare that has started over the last year or two. Finding new ways to boost traffic and leads on your client websites used to be fun - and now you’re finding yourself entrenched in their day to day, providing HR and process consulting to help them make the most of the leads you do get. We get it.
We also understand that conversion is everything. Your clients might like you, but if the leads that you’re getting them aren’t converting - they won’t be sticking around. If you find that you or your account managers dread those monthly check in calls - this might be an option for getting your clients excited about the work you’re doing again.
Here’s how (and why) to sell a content library to your HubSpot clients:
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You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
\n","post_body":"You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
\n\n","rss_summary":"
You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
\n","rss_body":"You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
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You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
\n\n","postBodyRss":"
You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
\n\n","postEmailContent":"
You might be arriving here because there was a discussion around HubSpot Tiers.
\nThe original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
","postFeaturedImageIfEnabled":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/devHub/13.0_curved.svg","postListContent":"You might be arriving here because there was a discussion around HubSpot Tiers.
\nThe original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
","postListSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/devHub/13.0_curved.svg","postRssContent":"You might be arriving here because there was a discussion around HubSpot Tiers.
\nThe original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
","postRssSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/devHub/13.0_curved.svg","postSummary":"You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
\n","postSummaryRss":"You might be arriving here because there was a discussion around HubSpot Tiers.
\nThe original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
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The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
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You might be arriving here because there was a discussion around HubSpot Tiers.
The original reception of this created a conversation, and we are happy to have had it. I don't want to remove this post and have it disappear into the ether, but I also don't want the post to impact our relationships with other successful tiered partners of HubSpot or how partners in the ecosystem view deckerdevs.
\nI appreciate you if you were involved in our conversation and provided feedback. It was great to see all perspectives.
\nAt this point we are going to continue to do great work as a technical partner and hope that we can continue to advocate for technical partners in the ecosystem.
\nI hope you check back in with us in the coming months to see for yourself that we are following through on this.
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content library","featuredImageHeight":600,"featuredImageLength":0,"featuredImageWidth":800,"flexAreas":{},"folderId":null,"footerHtml":null,"freezeDate":1673634944000,"generateJsonLdEnabledOverride":true,"hasContentAccessRules":false,"hasUserChanges":true,"headHtml":null,"header":null,"htmlTitle":"Content Overload: It's time for a Content Library or Resource Center","id":98444290341,"includeDefaultCustomCss":null,"isCaptchaRequired":true,"isCrawlableByBots":false,"isDraft":false,"isInstanceLayoutPage":false,"isInstantEmailEnabled":false,"isPublished":true,"isSocialPublishingEnabled":false,"keywords":[],"label":"Content Overload: It's time for a Content Library or Resource 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While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","post_body":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n![\"Information-Overload\"](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/Information-Overload.webp\")
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
![](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/Please%20describe%20your%20process%20for%20reusing%20and%20repurposing%20content%20(e-g-%2c%20creating%20presentations%2c%20infographics%20and-png.png\")
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n","rss_body":"Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
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\n\n
If there’s one overarching truth when it comes to content marketing, it’s that prospects are sick of being talked at. They don’t want you to explain to them the intricacies of your products through impersonal e-mail automation. Some of them would rather rabbit hole through all the content you have on a topic themselves, while others would prefer a webinar, a case study or a series of YouTube videos. While pillar pages help to centralize related content, they don’t always provide the full picture that resounds best with your website visitors or help you cross sell additional services and product lines.
The search bar has been a good resource in the past, but we all know that sometimes tags or keywords are missed by busy marketers - and not all the content that’s relevant to that search term can be displayed perfectly in that moment, either.
The only way to create an empowered, individualized experience for your prospect is to centralize all your website assets in a resource center, knowledge base or website content library that delivers all the assets you’ve created in one space.
How do you know you’re ready to deliver a content library to your audience? Here are a few signs:
Your prospects come in hot and then putter out.
\nQualified prospects are the best, aren’t they? There’s something about looking through a new CRM contact and reviewing their conversion path that is super validating to a marketer. But all too often those prospects get to a conversion point and putter out, even if you have automation in place to try to push them down the funnel a bit. Rather than scaring them away with a phone call or cycling through new automations, maybe you need to remind them of the arsenal of information that is at their fingertips. If you have a content library or resource center to send them, it allows them to browse these assets at their leisure and serves to help them learn on their own time.
\n
Your “best” content has stopped converting
\nIt’s such a beautiful thing when you create that perfect piece of content that converts leads and continues to work for you over time, but not all pieces of content are evergreen. When content stops converting you may think that redesigning your CTA or A/B testing the landing page are the best options. However, placing that piece of content in a central location on your website that your prospects and customers can easily peruse is a great way to get more eyes on it.
Content libraries or resource centers can include feature graphics, prominently featured links and special filters that help your prospects view the content that’s most relevant to them.
You’re creating a lot of content and most of it just… hangs out.
\nBlogs on blogs on blogs, infographics, checklists, videos, webinars, white papers, case studies - your marketing team might be hard at work funneling out incredible content for your audience… but what are you seeing from it? Content libraries allow you to take all of that content that’s hanging out waiting for any kind of traction and centralizes it.
Your library of resources can be organized however you want - with multiple checkbox categories for topics and information formats or by industry. This is empowering for website prospects and helps them to feel more comfortable browsing information and accessing what they need rather than worrying about the impending spam associated with having to rabbit hole through your content inefficiently through blog categories and reviewing CTAs or having to scroll endlessly down your list of resources in your navigation without any idea what they want, need or should be looking for.
You need to centralize information for your current customers
\nA resource center or content library can help your current customers learn more about the products or services that they’ve purchased or may need to purchase in the future. Having a resource center in place allows your current customers to look through these resources.
An educated customer isn’t just going to stick around a little longer, they also will spend less time on the phone asking questions with your customer service team and might even become an evangelist for your products and services if you put enough helpful information out there.
Educating current customers in addition to prospects is invaluable from a retention perspective and helps ensure that they remain informed of all the additional products and services that you offer. It’s easy to draw the conclusion that an informed customer might have a higher lifetime value than a customer that doesn’t have access to the information that helps them remember why they have you around.
Your marketing team spends hours upon hours generating thought provoking, original content. In spite of this big fact, 60% of companies only reuse and repurpose content sporadically. Worse yet, 19% of companies don’t reuse or repurpose their content at all. Creating a content library will not only help to centralize your content, but will help push your prospects further down the sales funnel, create more informed evangelists and assist with customer retention and employee productivity.
If you haven’t taken the time to plan out your content library strategy or need help organizing it, feel free to book some time with us and we'll show you some of the ones we've done and help you configure yours.
Businesses and marketers are going all in on content marketing. 60% of marketers report that they create at least one new piece of content every day. While you’re busy planning the perfect path for your top-funnel prospects to jump down the rabbit hole of your website content, more often than not, it looks more like playing whack-a-mole. A random download here, a webinar registration, a few blogs viewed - you think they’re qualified and go in with the automation only to find you’ve missed the mark.
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It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
Related: HubSpot CMS Web Design - The Continuous Improvement Model
\nYour marketing team hates your website
\nWebsite usability and user experience for the people that work behind the scenes uploading content and creating landing pages is one of the most important aspects of the success of your website. Your marketers should be able to add content with ease and easily suggest improvements that make their lives easier. If your marketing team is handicapped by the functionality behind the scenes or has a mile-long list of feature requests, it’s probably time to re-do your website.
\nThe framework and platform that your website is built on is one of the most important aspects of the long term success of your website - if yours is failing your marketing team and they’re becoming increasingly frustrated with the handicaps behind the scenes, it’s time for an upgrade.
Your website is starting to run more slowly or break more often
\nIf you’re on Wordpress, you’ll definitely see this a little more than if you’re on HubSpot. Website bloat is such a huge issue with businesses that start with a simple website and add increasing functionality as they grow. Your WordPress plugins aren’t always properly maintained, they can also bog down your main theme framework and add security holes if the original developer isn’t maintaining and updating them properly.
Lack of updates for your WordPress website plugins can also cause your website to break or go down. Never underestimate how costly it is for a website to go down. Oshyn breaks down the true cost of website downtime here.
We refer back very frequently to this blog that breaks down the factors bogging down your website, and even beyond plugins for WordPress websites, there are a lot of factors like large images, legacy code and scripts that bog down your website over time. We often are asked to perform website speed performance audits to determine what factors are holding a website back from a a better score in Google Core Vitals. If your score is looking a little high, it’s worth exploring a website redesign to get your page speed in line.
Your website is not ranking as well as it used to
\nSearch engine rankings change almost constantly and over the last few years Google has really focused even more on quality original content, organic keyword optimization, page speed, usability and mobile friendliness. If your website is aging, you might not have a mobile optimized menu, your content library might not be very user friendly, your keyword frequency could seem a little unnatural, or your page speed might be suffering.
Finding a website framework on a platform that is simple and can still perform matters. Unfortunately when frameworks and platforms are selected, price and aesthetics are usually the first consideration and those don’t always serve your buyer or give you the best opportunity to succeed.
Related: It’s time to leave WordPress for HubSpot CMS
\nYou’ve been through a few different developers.
\nNot every developer is created equal. It’s the most obvious statement to make, but not many people realize how important it is to find and stick with a skilled developer. Computan.com described it best:
“Asking a new developer to work on an old developer’s code is like asking a cook to continue making a dish that the old cook has left unfinished. There’s so little time and the customer is waiting on the table. The new chef has to figure out what ingredients are in the dish, how much more time it needs in the oven, and what more needs to be added.”
It makes things a little more difficult. Not to mention the previous developer might have had different skills, different coding standards, and their documentation might be inadequate. A gifted chef can easily replicate the recipe if these things are honored, but if the developer that came before them didn’t leave behind proper documentation or didn’t uphold best practice coding standards, things can get complicated quickly.
On many occasions we’ve had projects referred to us that other developers couldn’t get to the finish line. We jokingly say that we’re the final destination for Wordpress and HubSpot projects - in the least cryptic way possible. Our clients and supporters know that we’re more than capable of taking a partially completed dish and turning into a work of art.
If you’ve been through a few different developers with your website, documentation and coding standards may be all over the place. Your framework might be a bit of a mess and it may be best to just start from scratch. It’ll help your new development partner work more efficiently and you’ll get more from your budget as a result.
It no longer reflects your brand
\nBrand transformations happen over time, especially when company leadership changes. Even just a listen to a new inspiring book can send off the executive team into crafting a new vision and mission story. As your business grows, you’ll likely shift who you’re serving, how you’re serving them and how you communicate your brand’s individual story. The website that you started with or even that saw you through the last few years of your journey may not be the website that will get you to the next level.
After you take a deep dive into who your organization is, what needs you serve for your clients and customers and how you want to organize your content and serve your customers moving forward, you may find that a website redesign is not only necessary, but will help you grow into the goals you’re trying to achieve in the next few years.
You’ve re-evaluated your customer journey
\nAs we mentioned above, the evolution of your customer base and product offerings happens over time to any successful business. Evolution in business is as critical as operations management in what our friend Simon Sinek calls The Infinite Game (read this book) of business. Every so often, good marketers know that they need to explore the buyer journey in relation to the entire lifetime of any customer and continue to service needs long after they’ve made a buying decision.
Adding client login portals, special calculators, automations, smart content and other elements to your website is the perfect way to continue to cultivate your customer relationships in a complex customer journey, but that has to be done on a framework and platform that can handle all of that. If you’ve got a WordPress website or poorly coded framework in HubSpot - you’re going to be handicapped.
Related: 5 Things to Add to your Website Budget in 2023
\n
Odds are good that you have some aggressive growth plans for 2023.
“This is the year we _______!” (fill in the blank). After Covid shutdowns, massive supply chain issues, inflation, freight costs and other rising costs, 2020-2022 have been a wild ride for most businesses. But this year is a different story. If you’re getting ready to supercharge your marketing efforts in an attempt to attain your huge goals that you’ve set for this year, you need to make sure that your website is equipped to handle that.
We hope that you’re taking the time to really unpack your existing efforts and website as compared to the goals that you have for this year. Partnering up with a skilled developer, putting your website onto a stable platform and selecting the right framework will do wonders for your 2023 website goals and help you better communicate with your chosen audience.
When it comes to HubSpot CMS, development can be particularly pricey. Thankfully, we’ve developed a more cost effective wireframe option for smaller businesses that want to transfer to HubSpot CMS. The wireframe allows you to choose from a number of extremely versatile modules and can be styled to your unique design. It’s optimized, super fast and will provide you with a great foundation towards optimizing your search rankings. We’re piloting this option for a few of our best clients right now and they’re loving the results.
Thinking of a new website in the new year? We can help with that.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
Related: HubSpot CMS Web Design - The Continuous Improvement Model
\nYour marketing team hates your website
\nWebsite usability and user experience for the people that work behind the scenes uploading content and creating landing pages is one of the most important aspects of the success of your website. Your marketers should be able to add content with ease and easily suggest improvements that make their lives easier. If your marketing team is handicapped by the functionality behind the scenes or has a mile-long list of feature requests, it’s probably time to re-do your website.
\nThe framework and platform that your website is built on is one of the most important aspects of the long term success of your website - if yours is failing your marketing team and they’re becoming increasingly frustrated with the handicaps behind the scenes, it’s time for an upgrade.
Your website is starting to run more slowly or break more often
\nIf you’re on Wordpress, you’ll definitely see this a little more than if you’re on HubSpot. Website bloat is such a huge issue with businesses that start with a simple website and add increasing functionality as they grow. Your WordPress plugins aren’t always properly maintained, they can also bog down your main theme framework and add security holes if the original developer isn’t maintaining and updating them properly.
Lack of updates for your WordPress website plugins can also cause your website to break or go down. Never underestimate how costly it is for a website to go down. Oshyn breaks down the true cost of website downtime here.
We refer back very frequently to this blog that breaks down the factors bogging down your website, and even beyond plugins for WordPress websites, there are a lot of factors like large images, legacy code and scripts that bog down your website over time. We often are asked to perform website speed performance audits to determine what factors are holding a website back from a a better score in Google Core Vitals. If your score is looking a little high, it’s worth exploring a website redesign to get your page speed in line.
Your website is not ranking as well as it used to
\nSearch engine rankings change almost constantly and over the last few years Google has really focused even more on quality original content, organic keyword optimization, page speed, usability and mobile friendliness. If your website is aging, you might not have a mobile optimized menu, your content library might not be very user friendly, your keyword frequency could seem a little unnatural, or your page speed might be suffering.
Finding a website framework on a platform that is simple and can still perform matters. Unfortunately when frameworks and platforms are selected, price and aesthetics are usually the first consideration and those don’t always serve your buyer or give you the best opportunity to succeed.
Related: It’s time to leave WordPress for HubSpot CMS
\nYou’ve been through a few different developers.
\nNot every developer is created equal. It’s the most obvious statement to make, but not many people realize how important it is to find and stick with a skilled developer. Computan.com described it best:
“Asking a new developer to work on an old developer’s code is like asking a cook to continue making a dish that the old cook has left unfinished. There’s so little time and the customer is waiting on the table. The new chef has to figure out what ingredients are in the dish, how much more time it needs in the oven, and what more needs to be added.”
It makes things a little more difficult. Not to mention the previous developer might have had different skills, different coding standards, and their documentation might be inadequate. A gifted chef can easily replicate the recipe if these things are honored, but if the developer that came before them didn’t leave behind proper documentation or didn’t uphold best practice coding standards, things can get complicated quickly.
On many occasions we’ve had projects referred to us that other developers couldn’t get to the finish line. We jokingly say that we’re the final destination for Wordpress and HubSpot projects - in the least cryptic way possible. Our clients and supporters know that we’re more than capable of taking a partially completed dish and turning into a work of art.
If you’ve been through a few different developers with your website, documentation and coding standards may be all over the place. Your framework might be a bit of a mess and it may be best to just start from scratch. It’ll help your new development partner work more efficiently and you’ll get more from your budget as a result.
It no longer reflects your brand
\nBrand transformations happen over time, especially when company leadership changes. Even just a listen to a new inspiring book can send off the executive team into crafting a new vision and mission story. As your business grows, you’ll likely shift who you’re serving, how you’re serving them and how you communicate your brand’s individual story. The website that you started with or even that saw you through the last few years of your journey may not be the website that will get you to the next level.
After you take a deep dive into who your organization is, what needs you serve for your clients and customers and how you want to organize your content and serve your customers moving forward, you may find that a website redesign is not only necessary, but will help you grow into the goals you’re trying to achieve in the next few years.
You’ve re-evaluated your customer journey
\nAs we mentioned above, the evolution of your customer base and product offerings happens over time to any successful business. Evolution in business is as critical as operations management in what our friend Simon Sinek calls The Infinite Game (read this book) of business. Every so often, good marketers know that they need to explore the buyer journey in relation to the entire lifetime of any customer and continue to service needs long after they’ve made a buying decision.
Adding client login portals, special calculators, automations, smart content and other elements to your website is the perfect way to continue to cultivate your customer relationships in a complex customer journey, but that has to be done on a framework and platform that can handle all of that. If you’ve got a WordPress website or poorly coded framework in HubSpot - you’re going to be handicapped.
Related: 5 Things to Add to your Website Budget in 2023
\n
Odds are good that you have some aggressive growth plans for 2023.
“This is the year we _______!” (fill in the blank). After Covid shutdowns, massive supply chain issues, inflation, freight costs and other rising costs, 2020-2022 have been a wild ride for most businesses. But this year is a different story. If you’re getting ready to supercharge your marketing efforts in an attempt to attain your huge goals that you’ve set for this year, you need to make sure that your website is equipped to handle that.
We hope that you’re taking the time to really unpack your existing efforts and website as compared to the goals that you have for this year. Partnering up with a skilled developer, putting your website onto a stable platform and selecting the right framework will do wonders for your 2023 website goals and help you better communicate with your chosen audience.
When it comes to HubSpot CMS, development can be particularly pricey. Thankfully, we’ve developed a more cost effective wireframe option for smaller businesses that want to transfer to HubSpot CMS. The wireframe allows you to choose from a number of extremely versatile modules and can be styled to your unique design. It’s optimized, super fast and will provide you with a great foundation towards optimizing your search rankings. We’re piloting this option for a few of our best clients right now and they’re loving the results.
Thinking of a new website in the new year? We can help with that.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
Related: HubSpot CMS Web Design - The Continuous Improvement Model
\nYour marketing team hates your website
\nWebsite usability and user experience for the people that work behind the scenes uploading content and creating landing pages is one of the most important aspects of the success of your website. Your marketers should be able to add content with ease and easily suggest improvements that make their lives easier. If your marketing team is handicapped by the functionality behind the scenes or has a mile-long list of feature requests, it’s probably time to re-do your website.
\nThe framework and platform that your website is built on is one of the most important aspects of the long term success of your website - if yours is failing your marketing team and they’re becoming increasingly frustrated with the handicaps behind the scenes, it’s time for an upgrade.
Your website is starting to run more slowly or break more often
\nIf you’re on Wordpress, you’ll definitely see this a little more than if you’re on HubSpot. Website bloat is such a huge issue with businesses that start with a simple website and add increasing functionality as they grow. Your WordPress plugins aren’t always properly maintained, they can also bog down your main theme framework and add security holes if the original developer isn’t maintaining and updating them properly.
Lack of updates for your WordPress website plugins can also cause your website to break or go down. Never underestimate how costly it is for a website to go down. Oshyn breaks down the true cost of website downtime here.
We refer back very frequently to this blog that breaks down the factors bogging down your website, and even beyond plugins for WordPress websites, there are a lot of factors like large images, legacy code and scripts that bog down your website over time. We often are asked to perform website speed performance audits to determine what factors are holding a website back from a a better score in Google Core Vitals. If your score is looking a little high, it’s worth exploring a website redesign to get your page speed in line.
Your website is not ranking as well as it used to
\nSearch engine rankings change almost constantly and over the last few years Google has really focused even more on quality original content, organic keyword optimization, page speed, usability and mobile friendliness. If your website is aging, you might not have a mobile optimized menu, your content library might not be very user friendly, your keyword frequency could seem a little unnatural, or your page speed might be suffering.
Finding a website framework on a platform that is simple and can still perform matters. Unfortunately when frameworks and platforms are selected, price and aesthetics are usually the first consideration and those don’t always serve your buyer or give you the best opportunity to succeed.
Related: It’s time to leave WordPress for HubSpot CMS
\nYou’ve been through a few different developers.
\nNot every developer is created equal. It’s the most obvious statement to make, but not many people realize how important it is to find and stick with a skilled developer. Computan.com described it best:
“Asking a new developer to work on an old developer’s code is like asking a cook to continue making a dish that the old cook has left unfinished. There’s so little time and the customer is waiting on the table. The new chef has to figure out what ingredients are in the dish, how much more time it needs in the oven, and what more needs to be added.”
It makes things a little more difficult. Not to mention the previous developer might have had different skills, different coding standards, and their documentation might be inadequate. A gifted chef can easily replicate the recipe if these things are honored, but if the developer that came before them didn’t leave behind proper documentation or didn’t uphold best practice coding standards, things can get complicated quickly.
On many occasions we’ve had projects referred to us that other developers couldn’t get to the finish line. We jokingly say that we’re the final destination for Wordpress and HubSpot projects - in the least cryptic way possible. Our clients and supporters know that we’re more than capable of taking a partially completed dish and turning into a work of art.
If you’ve been through a few different developers with your website, documentation and coding standards may be all over the place. Your framework might be a bit of a mess and it may be best to just start from scratch. It’ll help your new development partner work more efficiently and you’ll get more from your budget as a result.
It no longer reflects your brand
\nBrand transformations happen over time, especially when company leadership changes. Even just a listen to a new inspiring book can send off the executive team into crafting a new vision and mission story. As your business grows, you’ll likely shift who you’re serving, how you’re serving them and how you communicate your brand’s individual story. The website that you started with or even that saw you through the last few years of your journey may not be the website that will get you to the next level.
After you take a deep dive into who your organization is, what needs you serve for your clients and customers and how you want to organize your content and serve your customers moving forward, you may find that a website redesign is not only necessary, but will help you grow into the goals you’re trying to achieve in the next few years.
You’ve re-evaluated your customer journey
\nAs we mentioned above, the evolution of your customer base and product offerings happens over time to any successful business. Evolution in business is as critical as operations management in what our friend Simon Sinek calls The Infinite Game (read this book) of business. Every so often, good marketers know that they need to explore the buyer journey in relation to the entire lifetime of any customer and continue to service needs long after they’ve made a buying decision.
Adding client login portals, special calculators, automations, smart content and other elements to your website is the perfect way to continue to cultivate your customer relationships in a complex customer journey, but that has to be done on a framework and platform that can handle all of that. If you’ve got a WordPress website or poorly coded framework in HubSpot - you’re going to be handicapped.
Related: 5 Things to Add to your Website Budget in 2023
\n
Odds are good that you have some aggressive growth plans for 2023.
“This is the year we _______!” (fill in the blank). After Covid shutdowns, massive supply chain issues, inflation, freight costs and other rising costs, 2020-2022 have been a wild ride for most businesses. But this year is a different story. If you’re getting ready to supercharge your marketing efforts in an attempt to attain your huge goals that you’ve set for this year, you need to make sure that your website is equipped to handle that.
We hope that you’re taking the time to really unpack your existing efforts and website as compared to the goals that you have for this year. Partnering up with a skilled developer, putting your website onto a stable platform and selecting the right framework will do wonders for your 2023 website goals and help you better communicate with your chosen audience.
When it comes to HubSpot CMS, development can be particularly pricey. Thankfully, we’ve developed a more cost effective wireframe option for smaller businesses that want to transfer to HubSpot CMS. The wireframe allows you to choose from a number of extremely versatile modules and can be styled to your unique design. It’s optimized, super fast and will provide you with a great foundation towards optimizing your search rankings. We’re piloting this option for a few of our best clients right now and they’re loving the results.
Thinking of a new website in the new year? We can help with that.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
Related: HubSpot CMS Web Design - The Continuous Improvement Model
\nYour marketing team hates your website
\nWebsite usability and user experience for the people that work behind the scenes uploading content and creating landing pages is one of the most important aspects of the success of your website. Your marketers should be able to add content with ease and easily suggest improvements that make their lives easier. If your marketing team is handicapped by the functionality behind the scenes or has a mile-long list of feature requests, it’s probably time to re-do your website.
\nThe framework and platform that your website is built on is one of the most important aspects of the long term success of your website - if yours is failing your marketing team and they’re becoming increasingly frustrated with the handicaps behind the scenes, it’s time for an upgrade.
Your website is starting to run more slowly or break more often
\nIf you’re on Wordpress, you’ll definitely see this a little more than if you’re on HubSpot. Website bloat is such a huge issue with businesses that start with a simple website and add increasing functionality as they grow. Your WordPress plugins aren’t always properly maintained, they can also bog down your main theme framework and add security holes if the original developer isn’t maintaining and updating them properly.
Lack of updates for your WordPress website plugins can also cause your website to break or go down. Never underestimate how costly it is for a website to go down. Oshyn breaks down the true cost of website downtime here.
We refer back very frequently to this blog that breaks down the factors bogging down your website, and even beyond plugins for WordPress websites, there are a lot of factors like large images, legacy code and scripts that bog down your website over time. We often are asked to perform website speed performance audits to determine what factors are holding a website back from a a better score in Google Core Vitals. If your score is looking a little high, it’s worth exploring a website redesign to get your page speed in line.
Your website is not ranking as well as it used to
\nSearch engine rankings change almost constantly and over the last few years Google has really focused even more on quality original content, organic keyword optimization, page speed, usability and mobile friendliness. If your website is aging, you might not have a mobile optimized menu, your content library might not be very user friendly, your keyword frequency could seem a little unnatural, or your page speed might be suffering.
Finding a website framework on a platform that is simple and can still perform matters. Unfortunately when frameworks and platforms are selected, price and aesthetics are usually the first consideration and those don’t always serve your buyer or give you the best opportunity to succeed.
Related: It’s time to leave WordPress for HubSpot CMS
\nYou’ve been through a few different developers.
\nNot every developer is created equal. It’s the most obvious statement to make, but not many people realize how important it is to find and stick with a skilled developer. Computan.com described it best:
“Asking a new developer to work on an old developer’s code is like asking a cook to continue making a dish that the old cook has left unfinished. There’s so little time and the customer is waiting on the table. The new chef has to figure out what ingredients are in the dish, how much more time it needs in the oven, and what more needs to be added.”
It makes things a little more difficult. Not to mention the previous developer might have had different skills, different coding standards, and their documentation might be inadequate. A gifted chef can easily replicate the recipe if these things are honored, but if the developer that came before them didn’t leave behind proper documentation or didn’t uphold best practice coding standards, things can get complicated quickly.
On many occasions we’ve had projects referred to us that other developers couldn’t get to the finish line. We jokingly say that we’re the final destination for Wordpress and HubSpot projects - in the least cryptic way possible. Our clients and supporters know that we’re more than capable of taking a partially completed dish and turning into a work of art.
If you’ve been through a few different developers with your website, documentation and coding standards may be all over the place. Your framework might be a bit of a mess and it may be best to just start from scratch. It’ll help your new development partner work more efficiently and you’ll get more from your budget as a result.
It no longer reflects your brand
\nBrand transformations happen over time, especially when company leadership changes. Even just a listen to a new inspiring book can send off the executive team into crafting a new vision and mission story. As your business grows, you’ll likely shift who you’re serving, how you’re serving them and how you communicate your brand’s individual story. The website that you started with or even that saw you through the last few years of your journey may not be the website that will get you to the next level.
After you take a deep dive into who your organization is, what needs you serve for your clients and customers and how you want to organize your content and serve your customers moving forward, you may find that a website redesign is not only necessary, but will help you grow into the goals you’re trying to achieve in the next few years.
You’ve re-evaluated your customer journey
\nAs we mentioned above, the evolution of your customer base and product offerings happens over time to any successful business. Evolution in business is as critical as operations management in what our friend Simon Sinek calls The Infinite Game (read this book) of business. Every so often, good marketers know that they need to explore the buyer journey in relation to the entire lifetime of any customer and continue to service needs long after they’ve made a buying decision.
Adding client login portals, special calculators, automations, smart content and other elements to your website is the perfect way to continue to cultivate your customer relationships in a complex customer journey, but that has to be done on a framework and platform that can handle all of that. If you’ve got a WordPress website or poorly coded framework in HubSpot - you’re going to be handicapped.
Related: 5 Things to Add to your Website Budget in 2023
\n
Odds are good that you have some aggressive growth plans for 2023.
“This is the year we _______!” (fill in the blank). After Covid shutdowns, massive supply chain issues, inflation, freight costs and other rising costs, 2020-2022 have been a wild ride for most businesses. But this year is a different story. If you’re getting ready to supercharge your marketing efforts in an attempt to attain your huge goals that you’ve set for this year, you need to make sure that your website is equipped to handle that.
We hope that you’re taking the time to really unpack your existing efforts and website as compared to the goals that you have for this year. Partnering up with a skilled developer, putting your website onto a stable platform and selecting the right framework will do wonders for your 2023 website goals and help you better communicate with your chosen audience.
When it comes to HubSpot CMS, development can be particularly pricey. Thankfully, we’ve developed a more cost effective wireframe option for smaller businesses that want to transfer to HubSpot CMS. The wireframe allows you to choose from a number of extremely versatile modules and can be styled to your unique design. It’s optimized, super fast and will provide you with a great foundation towards optimizing your search rankings. We’re piloting this option for a few of our best clients right now and they’re loving the results.
Thinking of a new website in the new year? We can help with that.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
Related: HubSpot CMS Web Design - The Continuous Improvement Model
\nYour marketing team hates your website
\nWebsite usability and user experience for the people that work behind the scenes uploading content and creating landing pages is one of the most important aspects of the success of your website. Your marketers should be able to add content with ease and easily suggest improvements that make their lives easier. If your marketing team is handicapped by the functionality behind the scenes or has a mile-long list of feature requests, it’s probably time to re-do your website.
\nThe framework and platform that your website is built on is one of the most important aspects of the long term success of your website - if yours is failing your marketing team and they’re becoming increasingly frustrated with the handicaps behind the scenes, it’s time for an upgrade.
Your website is starting to run more slowly or break more often
\nIf you’re on Wordpress, you’ll definitely see this a little more than if you’re on HubSpot. Website bloat is such a huge issue with businesses that start with a simple website and add increasing functionality as they grow. Your WordPress plugins aren’t always properly maintained, they can also bog down your main theme framework and add security holes if the original developer isn’t maintaining and updating them properly.
Lack of updates for your WordPress website plugins can also cause your website to break or go down. Never underestimate how costly it is for a website to go down. Oshyn breaks down the true cost of website downtime here.
We refer back very frequently to this blog that breaks down the factors bogging down your website, and even beyond plugins for WordPress websites, there are a lot of factors like large images, legacy code and scripts that bog down your website over time. We often are asked to perform website speed performance audits to determine what factors are holding a website back from a a better score in Google Core Vitals. If your score is looking a little high, it’s worth exploring a website redesign to get your page speed in line.
Your website is not ranking as well as it used to
\nSearch engine rankings change almost constantly and over the last few years Google has really focused even more on quality original content, organic keyword optimization, page speed, usability and mobile friendliness. If your website is aging, you might not have a mobile optimized menu, your content library might not be very user friendly, your keyword frequency could seem a little unnatural, or your page speed might be suffering.
Finding a website framework on a platform that is simple and can still perform matters. Unfortunately when frameworks and platforms are selected, price and aesthetics are usually the first consideration and those don’t always serve your buyer or give you the best opportunity to succeed.
Related: It’s time to leave WordPress for HubSpot CMS
\nYou’ve been through a few different developers.
\nNot every developer is created equal. It’s the most obvious statement to make, but not many people realize how important it is to find and stick with a skilled developer. Computan.com described it best:
“Asking a new developer to work on an old developer’s code is like asking a cook to continue making a dish that the old cook has left unfinished. There’s so little time and the customer is waiting on the table. The new chef has to figure out what ingredients are in the dish, how much more time it needs in the oven, and what more needs to be added.”
It makes things a little more difficult. Not to mention the previous developer might have had different skills, different coding standards, and their documentation might be inadequate. A gifted chef can easily replicate the recipe if these things are honored, but if the developer that came before them didn’t leave behind proper documentation or didn’t uphold best practice coding standards, things can get complicated quickly.
On many occasions we’ve had projects referred to us that other developers couldn’t get to the finish line. We jokingly say that we’re the final destination for Wordpress and HubSpot projects - in the least cryptic way possible. Our clients and supporters know that we’re more than capable of taking a partially completed dish and turning into a work of art.
If you’ve been through a few different developers with your website, documentation and coding standards may be all over the place. Your framework might be a bit of a mess and it may be best to just start from scratch. It’ll help your new development partner work more efficiently and you’ll get more from your budget as a result.
It no longer reflects your brand
\nBrand transformations happen over time, especially when company leadership changes. Even just a listen to a new inspiring book can send off the executive team into crafting a new vision and mission story. As your business grows, you’ll likely shift who you’re serving, how you’re serving them and how you communicate your brand’s individual story. The website that you started with or even that saw you through the last few years of your journey may not be the website that will get you to the next level.
After you take a deep dive into who your organization is, what needs you serve for your clients and customers and how you want to organize your content and serve your customers moving forward, you may find that a website redesign is not only necessary, but will help you grow into the goals you’re trying to achieve in the next few years.
You’ve re-evaluated your customer journey
\nAs we mentioned above, the evolution of your customer base and product offerings happens over time to any successful business. Evolution in business is as critical as operations management in what our friend Simon Sinek calls The Infinite Game (read this book) of business. Every so often, good marketers know that they need to explore the buyer journey in relation to the entire lifetime of any customer and continue to service needs long after they’ve made a buying decision.
Adding client login portals, special calculators, automations, smart content and other elements to your website is the perfect way to continue to cultivate your customer relationships in a complex customer journey, but that has to be done on a framework and platform that can handle all of that. If you’ve got a WordPress website or poorly coded framework in HubSpot - you’re going to be handicapped.
Related: 5 Things to Add to your Website Budget in 2023
\n
Odds are good that you have some aggressive growth plans for 2023.
“This is the year we _______!” (fill in the blank). After Covid shutdowns, massive supply chain issues, inflation, freight costs and other rising costs, 2020-2022 have been a wild ride for most businesses. But this year is a different story. If you’re getting ready to supercharge your marketing efforts in an attempt to attain your huge goals that you’ve set for this year, you need to make sure that your website is equipped to handle that.
We hope that you’re taking the time to really unpack your existing efforts and website as compared to the goals that you have for this year. Partnering up with a skilled developer, putting your website onto a stable platform and selecting the right framework will do wonders for your 2023 website goals and help you better communicate with your chosen audience.
When it comes to HubSpot CMS, development can be particularly pricey. Thankfully, we’ve developed a more cost effective wireframe option for smaller businesses that want to transfer to HubSpot CMS. The wireframe allows you to choose from a number of extremely versatile modules and can be styled to your unique design. It’s optimized, super fast and will provide you with a great foundation towards optimizing your search rankings. We’re piloting this option for a few of our best clients right now and they’re loving the results.
Thinking of a new website in the new year? We can help with that.
It’s that time of year. Starting January 1 (and even before then) we talk about reinventing our brands, our marketing focus and our vision. We assess whether or not our website messaging is still keeping up with our brand, as well as our traffic and inbound marketing demands that we place on our website.
Around here we are huge advocates for making improvements to your existing website with the continuous improvement model. The idea behind continuous improvement is to create a sustainable monthly budget for your website development work and continue to improve your website over time, rather than doing a full overhaul every few years. However, this requires your website to actually still be functioning for your needs.
That’s what this article is all about - determining whether or not your existing website still serves you. Here are some points to help you determine whether you need a full website redesign or if you can just go ahead and adopt the continuous improvement model.
It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n","post_body":"It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n\nIntegrations topped the list
\nIntegrations were the top demand in 2022 at 16% of our workload. We saw so many projects where our clients were requesting that data be moved more easily between HubSpot and their ERP software, a third party application, or social media.
Just a few examples of integrations that we completed this year:
- \n
- We helped a real estate developer integrate their property sales with contacts in HubSpot and automate the exchange of data with their ERP software to make executing contracts easier. \n
- We assisted a remodeling contractor better manage their remodeling projects and HubSpot sales contacts for improved follow-up and more efficient project management. \n
- We assisted with an integration between Stripe and HubSpot that allowed deal records to be updated when subscription payments were made \n
Most HubSpot customers pay somewhere between a few hundred to tens of thousands and some hundreds of thousands for HubSpot services and software. When you’re making such a massive investment, but still need to manually enter data between your applications, it can interfere with employee productivity and actually cause a lag in the adoption of new technology or under utilization of HubSpot. By paying to integrate your software with HubSpot, you can eliminate employee frustration, increase productivity and seamlessly move data between applications for improved analytics. This not only helps you get the most out of HubSpot, but boosts employee happiness as well.
Related: HubSpot API Integrations Improve Organizational Health
\nHubSpot consulting was a close second
\nFiguring out how to do things in HubSpot is as important to you as actually completing them, according to our workload. More than 15% of our projects this year were HubSpot consulting hours. From helping you organize your workflows, doing discovery on your business processes, understanding the complex integrations you’re considering, choosing the best software applications to help you execute your services on an everyday basis or simply consulting on page speed optimization - consulting was #2 on the list of most popular projects in 2022.
Our experience with HubSpot is longstanding and as a result we do many things that other development agencies won’t even consider or that many marketing agencies aren’t capable of. If you present a problem - there’s always a solution that we can come up with together. Creative development solutions are probably our favorite thing to tackle and we’re always happy to sit down with our prospects and clients and dig in to discuss potential solutions and help them understand their options prior to making a large investment.
Prospects want to understand their options, what the implications of this means and how they can find the middle ground between their wants, needs and budget - but this isn’t always something that can be discussed entirely in an initial call. Getting expertise from an experienced developer will help you avoid some of the pitfalls that can be associated with outsourcing your web development and go into your interviews a bit more educated about your needs. If we end up working with you, great! If not, you’ll be well-equipped to vet whatever developer you do use - and that’s what matters most.
Related: Why an experienced HubSpot CMS developer? Your website isn’t a sub sandwich.
\nWebsite updates & website overhauls came in third
\nComing in 3rd all tied up at 13% of our workload came website updates and website overhauls. This is interesting, because we’ve been making the case for the continuous improvement model for quite some time. While there’s nothing wrong with a complete website overhaul, particularly if you’re switching over platforms or have outgrown your infrastructure, establishing a budget for continuous improvement over time will help save you money in the long term. By moving to a more flexible, scalable platform like HubSpot CMS, you can plan for the growth of your website without bogging it down with additional plugins or add-ons over time. This allows you to focus on growth and making the lives of your marketers easier by constantly looking at data and tweaking your website rather than lumping all the wishlist items into your next redesign.
A website is never finished. The moment you launch, you’ll inevitably have the pangs of regret that come with not requesting additional options. By carving out a website budget every year broken out into a monthly expense you make things much more predictable and ensure that you improve your website over time rather than growing to hate it for everything it can’t do.
Related: 5 things to add to your website budget in 2023
\nOnline learning upgrades and help with HubSpot
\n10% of our development time in 2022 was spent on online learning upgrades and help with HubSpot.
So many organizations have added online learning capabilities and learning management systems to their arsenal of online content since the pandemic. Client and customer portals with online login credentials and learning management applications help organizations execute training programs for online staff, continued education workshops, certification programs or other online learning resources.
However, not all Learning Management Systems are created equal and we encourage you to ask questions prior to purchasing an LMS template in HubSpot or elsewhere to determine if the app suits your needs. It’s likely that you’ll need a little support so be sure to engage the developer or another skilled HubSpot developer to help you customize the LMS and make it your own. We highly recommend HubLMS, a HubSpot Learning Management System built by our friends at Impulse Creative. Be prepared to invest a good amount into this for the futures that you need - and don’t forget, just like with anything else, you get what you pay for. Investing up front in a system that has the features you need and is easy for the end user to navigate will ensure your success down the road and give you much better ROI than purchasing a cheaper one without support.
Across the board - whether it is LMS development, custom workflows, architecting insight for workflows, or help with HubDB, we worked a lot this year on getting you the customized features that you need and helping you organize your HubSpot portals and meet your goals.
Resource Center updates
\nNext up? We spent 8% of our time in 2022 on resource center upgrades. You spend a LOT OF TIME on content. It’s an inbound marketers main focus. You spend the most time strategizing your content, writing blogs, curating downloads, creating landing pages, pillar pages, constantly tweaking and refining your message, begging the other teams to help you create content or provide content ideas, endlessly editing videos, getting buy-in for webinars, interviewing for white papers and case studies… it’s literally limitless. There is no end to the amount of media and content resources that a marketer puts together. When you got started you likely didn’t have a fraction of the amount of content you have now.
\n
This was a top concern for our clients this year:
\"How will we organize this content and make sure that our prospects and customers can access it easily?\"
Here are some things we did to help you update your HubSpot resource centers this year:
- \n
- We spent some time rehabbing and optimizing resource centers for load speed issues \n
- We added content drop down filters to allow prospects to browse by content type \n
- We added checkbox filters to allow prospects to view certain types of content they needed with multiple filters \n
- We completely re-faced resource centers that were dated and not displaying data in the best way \n
- We added new HubSpot custom behavioral events so you can really understand user engagement and to provide for future content direction \n
Making your content more easily accessible to the people that need it is going to do amazing things for your conversion rates. We’ve had really incredible feedback from all the updates that we’ve completed this year and we can’t wait to look back on some of the conversion rate and bounce rate analytics and make ongoing tweaks.
\n
Related: 5 website optimization tools to boost conversions
\nNavigation Updates
\nThe last one we’ll cover, which occupied 6% of our time was navigation updates. We’ve spent a lot of time this year rehabbing menus that needed to be more user friendly or offer different options for featuring new content. As we mentioned above, the content arsenal is ever-increasing for many companies and organizing that content to put it in front of your audience is more important than ever.
\n\n
![\"deckerdevs-megamenus\"](\"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/deckerdevs-megamenus.svg\")
This is why we’re such huge proponents of the mega menu. You can use mega menus to present content in a more aesthetic way that helps your users easily find what they’re looking for, common actions that are taken or popular pieces of content without having to navigate through your entire site to locate what they need.
You can read more on why we think a mega menu should be your next website investment in our blog.
\n
\n
\n
Related: HubSpot CMS development trends - mega menus are here to stay
\n\n
So there you have it, our personal “wrapped list” for 2022. We took on so many incredible projects, met so many new people and you helped us challenge and refine our expertise even more in pushing the boundaries of what HubSpot can do for your businesses. We couldn’t have asked for a better first official year as a HubSpot Partner!
What’s on the docket for 2023? We think custom web applications, mega menu, superpowered content personalization, and really robust resource centers will top the charts - but integrations aren’t going anywhere for sure.
Where are you taking your website in 2023? Let us know in the comments.
It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n","rss_body":"It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n\nIntegrations topped the list
\nIntegrations were the top demand in 2022 at 16% of our workload. We saw so many projects where our clients were requesting that data be moved more easily between HubSpot and their ERP software, a third party application, or social media.
Just a few examples of integrations that we completed this year:
- \n
- We helped a real estate developer integrate their property sales with contacts in HubSpot and automate the exchange of data with their ERP software to make executing contracts easier. \n
- We assisted a remodeling contractor better manage their remodeling projects and HubSpot sales contacts for improved follow-up and more efficient project management. \n
- We assisted with an integration between Stripe and HubSpot that allowed deal records to be updated when subscription payments were made \n
Most HubSpot customers pay somewhere between a few hundred to tens of thousands and some hundreds of thousands for HubSpot services and software. When you’re making such a massive investment, but still need to manually enter data between your applications, it can interfere with employee productivity and actually cause a lag in the adoption of new technology or under utilization of HubSpot. By paying to integrate your software with HubSpot, you can eliminate employee frustration, increase productivity and seamlessly move data between applications for improved analytics. This not only helps you get the most out of HubSpot, but boosts employee happiness as well.
Related: HubSpot API Integrations Improve Organizational Health
\nHubSpot consulting was a close second
\nFiguring out how to do things in HubSpot is as important to you as actually completing them, according to our workload. More than 15% of our projects this year were HubSpot consulting hours. From helping you organize your workflows, doing discovery on your business processes, understanding the complex integrations you’re considering, choosing the best software applications to help you execute your services on an everyday basis or simply consulting on page speed optimization - consulting was #2 on the list of most popular projects in 2022.
Our experience with HubSpot is longstanding and as a result we do many things that other development agencies won’t even consider or that many marketing agencies aren’t capable of. If you present a problem - there’s always a solution that we can come up with together. Creative development solutions are probably our favorite thing to tackle and we’re always happy to sit down with our prospects and clients and dig in to discuss potential solutions and help them understand their options prior to making a large investment.
Prospects want to understand their options, what the implications of this means and how they can find the middle ground between their wants, needs and budget - but this isn’t always something that can be discussed entirely in an initial call. Getting expertise from an experienced developer will help you avoid some of the pitfalls that can be associated with outsourcing your web development and go into your interviews a bit more educated about your needs. If we end up working with you, great! If not, you’ll be well-equipped to vet whatever developer you do use - and that’s what matters most.
Related: Why an experienced HubSpot CMS developer? Your website isn’t a sub sandwich.
\nWebsite updates & website overhauls came in third
\nComing in 3rd all tied up at 13% of our workload came website updates and website overhauls. This is interesting, because we’ve been making the case for the continuous improvement model for quite some time. While there’s nothing wrong with a complete website overhaul, particularly if you’re switching over platforms or have outgrown your infrastructure, establishing a budget for continuous improvement over time will help save you money in the long term. By moving to a more flexible, scalable platform like HubSpot CMS, you can plan for the growth of your website without bogging it down with additional plugins or add-ons over time. This allows you to focus on growth and making the lives of your marketers easier by constantly looking at data and tweaking your website rather than lumping all the wishlist items into your next redesign.
A website is never finished. The moment you launch, you’ll inevitably have the pangs of regret that come with not requesting additional options. By carving out a website budget every year broken out into a monthly expense you make things much more predictable and ensure that you improve your website over time rather than growing to hate it for everything it can’t do.
Related: 5 things to add to your website budget in 2023
\nOnline learning upgrades and help with HubSpot
\n10% of our development time in 2022 was spent on online learning upgrades and help with HubSpot.
So many organizations have added online learning capabilities and learning management systems to their arsenal of online content since the pandemic. Client and customer portals with online login credentials and learning management applications help organizations execute training programs for online staff, continued education workshops, certification programs or other online learning resources.
However, not all Learning Management Systems are created equal and we encourage you to ask questions prior to purchasing an LMS template in HubSpot or elsewhere to determine if the app suits your needs. It’s likely that you’ll need a little support so be sure to engage the developer or another skilled HubSpot developer to help you customize the LMS and make it your own. We highly recommend HubLMS, a HubSpot Learning Management System built by our friends at Impulse Creative. Be prepared to invest a good amount into this for the futures that you need - and don’t forget, just like with anything else, you get what you pay for. Investing up front in a system that has the features you need and is easy for the end user to navigate will ensure your success down the road and give you much better ROI than purchasing a cheaper one without support.
Across the board - whether it is LMS development, custom workflows, architecting insight for workflows, or help with HubDB, we worked a lot this year on getting you the customized features that you need and helping you organize your HubSpot portals and meet your goals.
Resource Center updates
\nNext up? We spent 8% of our time in 2022 on resource center upgrades. You spend a LOT OF TIME on content. It’s an inbound marketers main focus. You spend the most time strategizing your content, writing blogs, curating downloads, creating landing pages, pillar pages, constantly tweaking and refining your message, begging the other teams to help you create content or provide content ideas, endlessly editing videos, getting buy-in for webinars, interviewing for white papers and case studies… it’s literally limitless. There is no end to the amount of media and content resources that a marketer puts together. When you got started you likely didn’t have a fraction of the amount of content you have now.
\n
This was a top concern for our clients this year:
\"How will we organize this content and make sure that our prospects and customers can access it easily?\"
Here are some things we did to help you update your HubSpot resource centers this year:
- \n
- We spent some time rehabbing and optimizing resource centers for load speed issues \n
- We added content drop down filters to allow prospects to browse by content type \n
- We added checkbox filters to allow prospects to view certain types of content they needed with multiple filters \n
- We completely re-faced resource centers that were dated and not displaying data in the best way \n
- We added new HubSpot custom behavioral events so you can really understand user engagement and to provide for future content direction \n
Making your content more easily accessible to the people that need it is going to do amazing things for your conversion rates. We’ve had really incredible feedback from all the updates that we’ve completed this year and we can’t wait to look back on some of the conversion rate and bounce rate analytics and make ongoing tweaks.
\n
Related: 5 website optimization tools to boost conversions
\nNavigation Updates
\nThe last one we’ll cover, which occupied 6% of our time was navigation updates. We’ve spent a lot of time this year rehabbing menus that needed to be more user friendly or offer different options for featuring new content. As we mentioned above, the content arsenal is ever-increasing for many companies and organizing that content to put it in front of your audience is more important than ever.
\n\n
This is why we’re such huge proponents of the mega menu. You can use mega menus to present content in a more aesthetic way that helps your users easily find what they’re looking for, common actions that are taken or popular pieces of content without having to navigate through your entire site to locate what they need.
You can read more on why we think a mega menu should be your next website investment in our blog.
\n
\n
\n
Related: HubSpot CMS development trends - mega menus are here to stay
\n\n
So there you have it, our personal “wrapped list” for 2022. We took on so many incredible projects, met so many new people and you helped us challenge and refine our expertise even more in pushing the boundaries of what HubSpot can do for your businesses. We couldn’t have asked for a better first official year as a HubSpot Partner!
What’s on the docket for 2023? We think custom web applications, mega menu, superpowered content personalization, and really robust resource centers will top the charts - but integrations aren’t going anywhere for sure.
Where are you taking your website in 2023? Let us know in the comments.
It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n\nIntegrations topped the list
\nIntegrations were the top demand in 2022 at 16% of our workload. We saw so many projects where our clients were requesting that data be moved more easily between HubSpot and their ERP software, a third party application, or social media.
Just a few examples of integrations that we completed this year:
- \n
- We helped a real estate developer integrate their property sales with contacts in HubSpot and automate the exchange of data with their ERP software to make executing contracts easier. \n
- We assisted a remodeling contractor better manage their remodeling projects and HubSpot sales contacts for improved follow-up and more efficient project management. \n
- We assisted with an integration between Stripe and HubSpot that allowed deal records to be updated when subscription payments were made \n
Most HubSpot customers pay somewhere between a few hundred to tens of thousands and some hundreds of thousands for HubSpot services and software. When you’re making such a massive investment, but still need to manually enter data between your applications, it can interfere with employee productivity and actually cause a lag in the adoption of new technology or under utilization of HubSpot. By paying to integrate your software with HubSpot, you can eliminate employee frustration, increase productivity and seamlessly move data between applications for improved analytics. This not only helps you get the most out of HubSpot, but boosts employee happiness as well.
Related: HubSpot API Integrations Improve Organizational Health
\nHubSpot consulting was a close second
\nFiguring out how to do things in HubSpot is as important to you as actually completing them, according to our workload. More than 15% of our projects this year were HubSpot consulting hours. From helping you organize your workflows, doing discovery on your business processes, understanding the complex integrations you’re considering, choosing the best software applications to help you execute your services on an everyday basis or simply consulting on page speed optimization - consulting was #2 on the list of most popular projects in 2022.
Our experience with HubSpot is longstanding and as a result we do many things that other development agencies won’t even consider or that many marketing agencies aren’t capable of. If you present a problem - there’s always a solution that we can come up with together. Creative development solutions are probably our favorite thing to tackle and we’re always happy to sit down with our prospects and clients and dig in to discuss potential solutions and help them understand their options prior to making a large investment.
Prospects want to understand their options, what the implications of this means and how they can find the middle ground between their wants, needs and budget - but this isn’t always something that can be discussed entirely in an initial call. Getting expertise from an experienced developer will help you avoid some of the pitfalls that can be associated with outsourcing your web development and go into your interviews a bit more educated about your needs. If we end up working with you, great! If not, you’ll be well-equipped to vet whatever developer you do use - and that’s what matters most.
Related: Why an experienced HubSpot CMS developer? Your website isn’t a sub sandwich.
\nWebsite updates & website overhauls came in third
\nComing in 3rd all tied up at 13% of our workload came website updates and website overhauls. This is interesting, because we’ve been making the case for the continuous improvement model for quite some time. While there’s nothing wrong with a complete website overhaul, particularly if you’re switching over platforms or have outgrown your infrastructure, establishing a budget for continuous improvement over time will help save you money in the long term. By moving to a more flexible, scalable platform like HubSpot CMS, you can plan for the growth of your website without bogging it down with additional plugins or add-ons over time. This allows you to focus on growth and making the lives of your marketers easier by constantly looking at data and tweaking your website rather than lumping all the wishlist items into your next redesign.
A website is never finished. The moment you launch, you’ll inevitably have the pangs of regret that come with not requesting additional options. By carving out a website budget every year broken out into a monthly expense you make things much more predictable and ensure that you improve your website over time rather than growing to hate it for everything it can’t do.
Related: 5 things to add to your website budget in 2023
\nOnline learning upgrades and help with HubSpot
\n10% of our development time in 2022 was spent on online learning upgrades and help with HubSpot.
So many organizations have added online learning capabilities and learning management systems to their arsenal of online content since the pandemic. Client and customer portals with online login credentials and learning management applications help organizations execute training programs for online staff, continued education workshops, certification programs or other online learning resources.
However, not all Learning Management Systems are created equal and we encourage you to ask questions prior to purchasing an LMS template in HubSpot or elsewhere to determine if the app suits your needs. It’s likely that you’ll need a little support so be sure to engage the developer or another skilled HubSpot developer to help you customize the LMS and make it your own. We highly recommend HubLMS, a HubSpot Learning Management System built by our friends at Impulse Creative. Be prepared to invest a good amount into this for the futures that you need - and don’t forget, just like with anything else, you get what you pay for. Investing up front in a system that has the features you need and is easy for the end user to navigate will ensure your success down the road and give you much better ROI than purchasing a cheaper one without support.
Across the board - whether it is LMS development, custom workflows, architecting insight for workflows, or help with HubDB, we worked a lot this year on getting you the customized features that you need and helping you organize your HubSpot portals and meet your goals.
Resource Center updates
\nNext up? We spent 8% of our time in 2022 on resource center upgrades. You spend a LOT OF TIME on content. It’s an inbound marketers main focus. You spend the most time strategizing your content, writing blogs, curating downloads, creating landing pages, pillar pages, constantly tweaking and refining your message, begging the other teams to help you create content or provide content ideas, endlessly editing videos, getting buy-in for webinars, interviewing for white papers and case studies… it’s literally limitless. There is no end to the amount of media and content resources that a marketer puts together. When you got started you likely didn’t have a fraction of the amount of content you have now.
\n
This was a top concern for our clients this year:
\"How will we organize this content and make sure that our prospects and customers can access it easily?\"
Here are some things we did to help you update your HubSpot resource centers this year:
- \n
- We spent some time rehabbing and optimizing resource centers for load speed issues \n
- We added content drop down filters to allow prospects to browse by content type \n
- We added checkbox filters to allow prospects to view certain types of content they needed with multiple filters \n
- We completely re-faced resource centers that were dated and not displaying data in the best way \n
- We added new HubSpot custom behavioral events so you can really understand user engagement and to provide for future content direction \n
Making your content more easily accessible to the people that need it is going to do amazing things for your conversion rates. We’ve had really incredible feedback from all the updates that we’ve completed this year and we can’t wait to look back on some of the conversion rate and bounce rate analytics and make ongoing tweaks.
\n
Related: 5 website optimization tools to boost conversions
\nNavigation Updates
\nThe last one we’ll cover, which occupied 6% of our time was navigation updates. We’ve spent a lot of time this year rehabbing menus that needed to be more user friendly or offer different options for featuring new content. As we mentioned above, the content arsenal is ever-increasing for many companies and organizing that content to put it in front of your audience is more important than ever.
\n\n
This is why we’re such huge proponents of the mega menu. You can use mega menus to present content in a more aesthetic way that helps your users easily find what they’re looking for, common actions that are taken or popular pieces of content without having to navigate through your entire site to locate what they need.
You can read more on why we think a mega menu should be your next website investment in our blog.
\n
\n
\n
Related: HubSpot CMS development trends - mega menus are here to stay
\n\n
So there you have it, our personal “wrapped list” for 2022. We took on so many incredible projects, met so many new people and you helped us challenge and refine our expertise even more in pushing the boundaries of what HubSpot can do for your businesses. We couldn’t have asked for a better first official year as a HubSpot Partner!
What’s on the docket for 2023? We think custom web applications, mega menu, superpowered content personalization, and really robust resource centers will top the charts - but integrations aren’t going anywhere for sure.
Where are you taking your website in 2023? Let us know in the comments.
It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n\nIntegrations topped the list
\nIntegrations were the top demand in 2022 at 16% of our workload. We saw so many projects where our clients were requesting that data be moved more easily between HubSpot and their ERP software, a third party application, or social media.
Just a few examples of integrations that we completed this year:
- \n
- We helped a real estate developer integrate their property sales with contacts in HubSpot and automate the exchange of data with their ERP software to make executing contracts easier. \n
- We assisted a remodeling contractor better manage their remodeling projects and HubSpot sales contacts for improved follow-up and more efficient project management. \n
- We assisted with an integration between Stripe and HubSpot that allowed deal records to be updated when subscription payments were made \n
Most HubSpot customers pay somewhere between a few hundred to tens of thousands and some hundreds of thousands for HubSpot services and software. When you’re making such a massive investment, but still need to manually enter data between your applications, it can interfere with employee productivity and actually cause a lag in the adoption of new technology or under utilization of HubSpot. By paying to integrate your software with HubSpot, you can eliminate employee frustration, increase productivity and seamlessly move data between applications for improved analytics. This not only helps you get the most out of HubSpot, but boosts employee happiness as well.
Related: HubSpot API Integrations Improve Organizational Health
\nHubSpot consulting was a close second
\nFiguring out how to do things in HubSpot is as important to you as actually completing them, according to our workload. More than 15% of our projects this year were HubSpot consulting hours. From helping you organize your workflows, doing discovery on your business processes, understanding the complex integrations you’re considering, choosing the best software applications to help you execute your services on an everyday basis or simply consulting on page speed optimization - consulting was #2 on the list of most popular projects in 2022.
Our experience with HubSpot is longstanding and as a result we do many things that other development agencies won’t even consider or that many marketing agencies aren’t capable of. If you present a problem - there’s always a solution that we can come up with together. Creative development solutions are probably our favorite thing to tackle and we’re always happy to sit down with our prospects and clients and dig in to discuss potential solutions and help them understand their options prior to making a large investment.
Prospects want to understand their options, what the implications of this means and how they can find the middle ground between their wants, needs and budget - but this isn’t always something that can be discussed entirely in an initial call. Getting expertise from an experienced developer will help you avoid some of the pitfalls that can be associated with outsourcing your web development and go into your interviews a bit more educated about your needs. If we end up working with you, great! If not, you’ll be well-equipped to vet whatever developer you do use - and that’s what matters most.
Related: Why an experienced HubSpot CMS developer? Your website isn’t a sub sandwich.
\nWebsite updates & website overhauls came in third
\nComing in 3rd all tied up at 13% of our workload came website updates and website overhauls. This is interesting, because we’ve been making the case for the continuous improvement model for quite some time. While there’s nothing wrong with a complete website overhaul, particularly if you’re switching over platforms or have outgrown your infrastructure, establishing a budget for continuous improvement over time will help save you money in the long term. By moving to a more flexible, scalable platform like HubSpot CMS, you can plan for the growth of your website without bogging it down with additional plugins or add-ons over time. This allows you to focus on growth and making the lives of your marketers easier by constantly looking at data and tweaking your website rather than lumping all the wishlist items into your next redesign.
A website is never finished. The moment you launch, you’ll inevitably have the pangs of regret that come with not requesting additional options. By carving out a website budget every year broken out into a monthly expense you make things much more predictable and ensure that you improve your website over time rather than growing to hate it for everything it can’t do.
Related: 5 things to add to your website budget in 2023
\nOnline learning upgrades and help with HubSpot
\n10% of our development time in 2022 was spent on online learning upgrades and help with HubSpot.
So many organizations have added online learning capabilities and learning management systems to their arsenal of online content since the pandemic. Client and customer portals with online login credentials and learning management applications help organizations execute training programs for online staff, continued education workshops, certification programs or other online learning resources.
However, not all Learning Management Systems are created equal and we encourage you to ask questions prior to purchasing an LMS template in HubSpot or elsewhere to determine if the app suits your needs. It’s likely that you’ll need a little support so be sure to engage the developer or another skilled HubSpot developer to help you customize the LMS and make it your own. We highly recommend HubLMS, a HubSpot Learning Management System built by our friends at Impulse Creative. Be prepared to invest a good amount into this for the futures that you need - and don’t forget, just like with anything else, you get what you pay for. Investing up front in a system that has the features you need and is easy for the end user to navigate will ensure your success down the road and give you much better ROI than purchasing a cheaper one without support.
Across the board - whether it is LMS development, custom workflows, architecting insight for workflows, or help with HubDB, we worked a lot this year on getting you the customized features that you need and helping you organize your HubSpot portals and meet your goals.
Resource Center updates
\nNext up? We spent 8% of our time in 2022 on resource center upgrades. You spend a LOT OF TIME on content. It’s an inbound marketers main focus. You spend the most time strategizing your content, writing blogs, curating downloads, creating landing pages, pillar pages, constantly tweaking and refining your message, begging the other teams to help you create content or provide content ideas, endlessly editing videos, getting buy-in for webinars, interviewing for white papers and case studies… it’s literally limitless. There is no end to the amount of media and content resources that a marketer puts together. When you got started you likely didn’t have a fraction of the amount of content you have now.
\n
This was a top concern for our clients this year:
\"How will we organize this content and make sure that our prospects and customers can access it easily?\"
Here are some things we did to help you update your HubSpot resource centers this year:
- \n
- We spent some time rehabbing and optimizing resource centers for load speed issues \n
- We added content drop down filters to allow prospects to browse by content type \n
- We added checkbox filters to allow prospects to view certain types of content they needed with multiple filters \n
- We completely re-faced resource centers that were dated and not displaying data in the best way \n
- We added new HubSpot custom behavioral events so you can really understand user engagement and to provide for future content direction \n
Making your content more easily accessible to the people that need it is going to do amazing things for your conversion rates. We’ve had really incredible feedback from all the updates that we’ve completed this year and we can’t wait to look back on some of the conversion rate and bounce rate analytics and make ongoing tweaks.
\n
Related: 5 website optimization tools to boost conversions
\nNavigation Updates
\nThe last one we’ll cover, which occupied 6% of our time was navigation updates. We’ve spent a lot of time this year rehabbing menus that needed to be more user friendly or offer different options for featuring new content. As we mentioned above, the content arsenal is ever-increasing for many companies and organizing that content to put it in front of your audience is more important than ever.
\n\n
This is why we’re such huge proponents of the mega menu. You can use mega menus to present content in a more aesthetic way that helps your users easily find what they’re looking for, common actions that are taken or popular pieces of content without having to navigate through your entire site to locate what they need.
You can read more on why we think a mega menu should be your next website investment in our blog.
\n
\n
\n
Related: HubSpot CMS development trends - mega menus are here to stay
\n\n
So there you have it, our personal “wrapped list” for 2022. We took on so many incredible projects, met so many new people and you helped us challenge and refine our expertise even more in pushing the boundaries of what HubSpot can do for your businesses. We couldn’t have asked for a better first official year as a HubSpot Partner!
What’s on the docket for 2023? We think custom web applications, mega menu, superpowered content personalization, and really robust resource centers will top the charts - but integrations aren’t going anywhere for sure.
Where are you taking your website in 2023? Let us know in the comments.
It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
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","postListSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-hubspot%20web%20development%20trends.png","postRssContent":"It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
","postRssSummaryFeaturedImage":"https://6534445.fs1.hubspotusercontent-na1.net/hubfs/6534445/BLOG%20Images/deckerdevs-hubspot%20web%20development%20trends.png","postSummary":"It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
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","postTemplate":"deckerdevs-theme/templates/blog-content.html","previewImageSrc":null,"previewKey":"ioVTFyVP","previousPostFeaturedImage":"https://lolalambchops.com/wp/wp-content/uploads/2020/01/New-Year-New-You-Meme.jpeg","previousPostFeaturedImageAltText":"new website new year","previousPostName":"New Year, New Website? 6 Signs it’s Time for a Website Redesign","previousPostSlug":"blogs/new-year-new-website-6-surefire-signs-its-time-for-a-website-redesign","processingStatus":"PUBLISHED","propertyForDynamicPageCanonicalUrl":null,"propertyForDynamicPageFeaturedImage":null,"propertyForDynamicPageMetaDescription":null,"propertyForDynamicPageSlug":null,"propertyForDynamicPageTitle":null,"publicAccessRules":[],"publicAccessRulesEnabled":false,"publishDate":1671744152000,"publishDateLocalTime":1671744152000,"publishDateLocalized":{"date":1671744152000,"format":"medium","language":null},"publishImmediately":true,"publishTimezoneOffset":null,"publishedAt":1722380253527,"publishedByEmail":null,"publishedById":61310730,"publishedByName":null,"publishedUrl":"https://deckerdevs.com/blogs/2022-wrap-up-hubspot-web-development-trends-2023-predictions","resolvedDomain":"deckerdevs.com","resolvedLanguage":null,"rssBody":"It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
\n\nIntegrations topped the list
\nIntegrations were the top demand in 2022 at 16% of our workload. We saw so many projects where our clients were requesting that data be moved more easily between HubSpot and their ERP software, a third party application, or social media.
Just a few examples of integrations that we completed this year:
- \n
- We helped a real estate developer integrate their property sales with contacts in HubSpot and automate the exchange of data with their ERP software to make executing contracts easier. \n
- We assisted a remodeling contractor better manage their remodeling projects and HubSpot sales contacts for improved follow-up and more efficient project management. \n
- We assisted with an integration between Stripe and HubSpot that allowed deal records to be updated when subscription payments were made \n
Most HubSpot customers pay somewhere between a few hundred to tens of thousands and some hundreds of thousands for HubSpot services and software. When you’re making such a massive investment, but still need to manually enter data between your applications, it can interfere with employee productivity and actually cause a lag in the adoption of new technology or under utilization of HubSpot. By paying to integrate your software with HubSpot, you can eliminate employee frustration, increase productivity and seamlessly move data between applications for improved analytics. This not only helps you get the most out of HubSpot, but boosts employee happiness as well.
Related: HubSpot API Integrations Improve Organizational Health
\nHubSpot consulting was a close second
\nFiguring out how to do things in HubSpot is as important to you as actually completing them, according to our workload. More than 15% of our projects this year were HubSpot consulting hours. From helping you organize your workflows, doing discovery on your business processes, understanding the complex integrations you’re considering, choosing the best software applications to help you execute your services on an everyday basis or simply consulting on page speed optimization - consulting was #2 on the list of most popular projects in 2022.
Our experience with HubSpot is longstanding and as a result we do many things that other development agencies won’t even consider or that many marketing agencies aren’t capable of. If you present a problem - there’s always a solution that we can come up with together. Creative development solutions are probably our favorite thing to tackle and we’re always happy to sit down with our prospects and clients and dig in to discuss potential solutions and help them understand their options prior to making a large investment.
Prospects want to understand their options, what the implications of this means and how they can find the middle ground between their wants, needs and budget - but this isn’t always something that can be discussed entirely in an initial call. Getting expertise from an experienced developer will help you avoid some of the pitfalls that can be associated with outsourcing your web development and go into your interviews a bit more educated about your needs. If we end up working with you, great! If not, you’ll be well-equipped to vet whatever developer you do use - and that’s what matters most.
Related: Why an experienced HubSpot CMS developer? Your website isn’t a sub sandwich.
\nWebsite updates & website overhauls came in third
\nComing in 3rd all tied up at 13% of our workload came website updates and website overhauls. This is interesting, because we’ve been making the case for the continuous improvement model for quite some time. While there’s nothing wrong with a complete website overhaul, particularly if you’re switching over platforms or have outgrown your infrastructure, establishing a budget for continuous improvement over time will help save you money in the long term. By moving to a more flexible, scalable platform like HubSpot CMS, you can plan for the growth of your website without bogging it down with additional plugins or add-ons over time. This allows you to focus on growth and making the lives of your marketers easier by constantly looking at data and tweaking your website rather than lumping all the wishlist items into your next redesign.
A website is never finished. The moment you launch, you’ll inevitably have the pangs of regret that come with not requesting additional options. By carving out a website budget every year broken out into a monthly expense you make things much more predictable and ensure that you improve your website over time rather than growing to hate it for everything it can’t do.
Related: 5 things to add to your website budget in 2023
\nOnline learning upgrades and help with HubSpot
\n10% of our development time in 2022 was spent on online learning upgrades and help with HubSpot.
So many organizations have added online learning capabilities and learning management systems to their arsenal of online content since the pandemic. Client and customer portals with online login credentials and learning management applications help organizations execute training programs for online staff, continued education workshops, certification programs or other online learning resources.
However, not all Learning Management Systems are created equal and we encourage you to ask questions prior to purchasing an LMS template in HubSpot or elsewhere to determine if the app suits your needs. It’s likely that you’ll need a little support so be sure to engage the developer or another skilled HubSpot developer to help you customize the LMS and make it your own. We highly recommend HubLMS, a HubSpot Learning Management System built by our friends at Impulse Creative. Be prepared to invest a good amount into this for the futures that you need - and don’t forget, just like with anything else, you get what you pay for. Investing up front in a system that has the features you need and is easy for the end user to navigate will ensure your success down the road and give you much better ROI than purchasing a cheaper one without support.
Across the board - whether it is LMS development, custom workflows, architecting insight for workflows, or help with HubDB, we worked a lot this year on getting you the customized features that you need and helping you organize your HubSpot portals and meet your goals.
Resource Center updates
\nNext up? We spent 8% of our time in 2022 on resource center upgrades. You spend a LOT OF TIME on content. It’s an inbound marketers main focus. You spend the most time strategizing your content, writing blogs, curating downloads, creating landing pages, pillar pages, constantly tweaking and refining your message, begging the other teams to help you create content or provide content ideas, endlessly editing videos, getting buy-in for webinars, interviewing for white papers and case studies… it’s literally limitless. There is no end to the amount of media and content resources that a marketer puts together. When you got started you likely didn’t have a fraction of the amount of content you have now.
\n
This was a top concern for our clients this year:
\"How will we organize this content and make sure that our prospects and customers can access it easily?\"
Here are some things we did to help you update your HubSpot resource centers this year:
- \n
- We spent some time rehabbing and optimizing resource centers for load speed issues \n
- We added content drop down filters to allow prospects to browse by content type \n
- We added checkbox filters to allow prospects to view certain types of content they needed with multiple filters \n
- We completely re-faced resource centers that were dated and not displaying data in the best way \n
- We added new HubSpot custom behavioral events so you can really understand user engagement and to provide for future content direction \n
Making your content more easily accessible to the people that need it is going to do amazing things for your conversion rates. We’ve had really incredible feedback from all the updates that we’ve completed this year and we can’t wait to look back on some of the conversion rate and bounce rate analytics and make ongoing tweaks.
\n
Related: 5 website optimization tools to boost conversions
\nNavigation Updates
\nThe last one we’ll cover, which occupied 6% of our time was navigation updates. We’ve spent a lot of time this year rehabbing menus that needed to be more user friendly or offer different options for featuring new content. As we mentioned above, the content arsenal is ever-increasing for many companies and organizing that content to put it in front of your audience is more important than ever.
\n\n
This is why we’re such huge proponents of the mega menu. You can use mega menus to present content in a more aesthetic way that helps your users easily find what they’re looking for, common actions that are taken or popular pieces of content without having to navigate through your entire site to locate what they need.
You can read more on why we think a mega menu should be your next website investment in our blog.
\n
\n
\n
Related: HubSpot CMS development trends - mega menus are here to stay
\n\n
So there you have it, our personal “wrapped list” for 2022. We took on so many incredible projects, met so many new people and you helped us challenge and refine our expertise even more in pushing the boundaries of what HubSpot can do for your businesses. We couldn’t have asked for a better first official year as a HubSpot Partner!
What’s on the docket for 2023? We think custom web applications, mega menu, superpowered content personalization, and really robust resource centers will top the charts - but integrations aren’t going anywhere for sure.
Where are you taking your website in 2023? Let us know in the comments.
It has been an exciting year of growth for deckerdevs. When we took the leap to make our partnership with HubSpot official, we knew that we would boost the business - but we were genuinely surprised to experience the exponential growth we’ve had this year. We’ve met new agency partners and so many HubSpot customers that we’ve helped integrate data, create custom workflows, work better with HubDB, organize resource centers and so many other cool projects along the way. We took all our projects and put them in a graph to see if we could identify some of the trends for requested projects and maybe even make some predictions for what projects we might see increased demand for in 2023.
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