HubSpot marketing setup description

Introduction

This page covers HubSpot’s marketing setup, e.g. CRM basics, automation, training, workflows, and reporting.

What does this page consist of?

See right sidebar for menu and quick links

Overview of HubSpot marketing setup

The menu and possibilities in HubSpot contains endless opportunity, we will start by utilizing some of HubSpots key features and then work our way into more advanced features as we go.

In the document you will find information about how we suggest

We have a main sales and marketing document, that can be seen here, this contains the leadscore, lifecycle stages, MQL and SQL definitions and how to work with pipeline.

Presentation: https://t31517146.p.clickup-attachments.com/t31517146/f6dcca63-dc8c-49ac-bfeb-5d3c815e7020/Assessio_key%20sales%20%26%20marketing%20document.pdf

Recording of the trainings

First training - focus on email and campaign setup

Email marketing training

Video: https://t31517146.p.clickup-attachments.com/t31517146/6125425f-909c-4a12-b563-b0b6ebdbea26/HubSpot%20Email%20Training%20-%20Mar%2025%202025.mp4?view=open

Second training with focus on dashboards, attribution, workflows and how to track marketing value

SE training round 2

Video: https://t31517146.p.clickup-attachments.com/t31517146/d5ffab44-a30e-4c32-99da-cf589e992500/Marketing%20SE%20training%20round%202%20X%20Sunrise%20-%20Feb%2011%202025.mp4?view=open

Third training with focus on lifecycle stages, leadscore, handoff to sales and automations

NL marketing training 3

Video: https://t31517146.p.clickup-attachments.com/t31517146/81561fe3-dc1b-4b65-9f64-e087f354c7e9/NL%20Marketing%20round%203%20training%20X%20Sunrise%20-%20Feb%2018%202025.mp4?view=open

DK training 3

Video: https://t31517146.p.clickup-attachments.com/t31517146/1b7c5983-b613-40c0-b851-f03421a0773d/DK%20Marketing%20runde%203%20tr%C3%A6ning%20X%20Sunrise%20-%20Feb%2020%202025.mp4?view=open

SE training 3

Video: https://t31517146.p.clickup-attachments.com/t31517146/d94bbacd-6fca-4341-b214-55b6ac3bbb10/SE%20marketing%20round%203%20training%20X%20Sunrise%20-%20Feb%2020%202025.mp4?view=open

Datastructure

See structure for contacts here:

https://app-eu1.hubspot.com/contacts/145462006/record/0-1/136448655571

See for companies here:

https://app-eu1.hubspot.com/contacts/145462006/record/0-2/17642160631

See for deals here, if you are interested:

https://app-eu1.hubspot.com/contacts/145462006/record/0-3/20745811161/

Lifecycle stage

Lifecycle stages, can be seen here:
https://app-eu1.hubspot.com/pipelines-settings/145462006/object/0-1/contacts-lifecycle-pipeline
Automations related to the Lifecycle stages:
Lead nurture from stage lead toMQL

https://app-eu1.hubspot.com/workflows/145462006/platform/flow/1752306883/edit

Set Lifecycle as SQL, men deal has been set in “Qualified” stage

https://app-eu1.hubspot.com/workflows/145462006/platform/flow/1780720873/edit

Lifecycle stage is set to customer when a deal is moved to won

Lifecycle stage is set to former customer, when they have all subscriptions inactive

Leadscore

See short video about the leadscore that has been created

Assessio - leadscore + nurture flow

See definitions from slide 3 to 7

Presentation: https://t31517146.p.clickup-attachments.com/t31517146/deceddf2-31dd-47a5-85e3-c40d192a6f98/Assessio_key%20sales%20%26%20marketing%20document.pdf

Forms

See best practice forms here:

https://app-eu1.hubspot.com/forms/145462006/folders

For Book demo and price request form, we would suggest asking about the customers pains, so that sales can work from those in the dialogue
Also having the possibility to fill out "where did you hear about us?" works wonders for attribution
The forms can be divided into steps, we have done this for the price request form, what do you think?

How to add new forms to website

Go to form → click edit → click share and copy embed code
Go to wordpress editor and see following video:

Video: https://t31517146.p.clickup-attachments.com/t31517146/100ad9be-9f75-424b-b00e-75c3e56cd257/GVjqriM2lT.mp4?view=open

Automation/Workflows

We have created several automation/workflow templates, that you will be able to use and alter for each country:

https://app-eu1.hubspot.com/workflows/145462006/folders?folderId=437225999554

How to work with triggers and delays in workflows

Video: https://t31517146.p.clickup-attachments.com/t31517146/6475be49-6b3b-43c3-9f6b-e27656ded8cb/Leadscraping%20-%20Feb%2014%202025.mp4?view=open

High intend workflow and how to add a webinar

Assessio - intend workflow + webinargeek

Lead nurture template

This has been created for

https://app-eu1.hubspot.com/workflows/145462006/platform/flow/1752306883/edit

Campaigns

We have created a campaign for each country, that you can summarize all your efforts in and report on:

https://app-eu1.hubspot.com/marketing/145462006/campaigns/views/all

Domains for email sending

We have setup almost all domains for email sending, it can be seen here in the bottom of the page:https://app-eu1.hubspot.com/settings/145462006/domains

if you see a domain missing, please let us know!

Subscription types

We have created subscription types for each part of the business, they can be seen here: https://app-eu1.hubspot.com/settings/145462006/marketing/email/types

We have created one for each country, so all existing will be migrated to those, but new permissions will be set on a group permission.

We have created a preference page for subscriptions: https://app-eu1.hubspot.com/settings/145462006/marketing/email/subscriptions

See video here:

Assessio Preference page

Email

How to sendout emails with lists and ensure marketing contacts are set

Assessio - email marketing sending

Before sending out email checklist

Make sure your list is updated and you have removed previously bounced contacts, unsubscribes etc. - see global bounce list here: https://app-eu1.hubspot.com/contacts/145462006/objectLists/1210/filters
Make sure the list you have are all subscribed to the right subscription - see video above to make sure
All should be set as marketing contacts
The email has the corresponding subscription type that all contacts are subscribed to, see image
When all is set, make sure to use HubSpot preview option and also do a test email sendout always and get a second opinion. It is always good to get a second pair of eyes on everything
Click send or schedule in the top menu and add the list you want to
Make sure to add your country specific "never send" list to the people who should not receive

Email template

We have created some marketing email best practice emails, can be found here:

Overall template with different elements to be cloned

https://app-eu1.hubspot.com/email/145462006/edit/199084263620/content

About Assesio:

https://app-eu1.hubspot.com/email/145462006/edit/199014034669/content

Download:

https://app-eu1.hubspot.com/email/145462006/edit/199948485820/content

Cases:

https://app-eu1.hubspot.com/email/145462006/edit/199972735220/content

Event:

https://app-eu1.hubspot.com/email/145462006/edit/199987161279/content

Translations can be done using HubSpot AI, see here

Assessio - how to translate emails

Landing page template

Version 1 - dark theme:

https://app-eu1.hubspot.com/pages/145462006/editor/199950116062/content

Version 2 - light theme:

https://app-eu1.hubspot.com/pages/145462006/editor/207704529134/content

https://app-eu1.hubspot.com/pages/145462006/editor/207430395097/content

https://app-eu1.hubspot.com/pages/145462006/editor/207727831226/content

Social, organic & paid

We have connected each countries organic social & paid social to HubSpot. You can see it all here: https://app-eu1.hubspot.com/social/145462006/manage

If you want you can also start analyzing on your posts and reach:

https://app-eu1.hubspot.com/social/145462006/analyze

You can also monitor competitors here:

https://app-eu1.hubspot.com/social-insights/145462006/inbox

All paid channels has been connected here:

https://app-eu1.hubspot.com/ads/145462006/?attributionView=LAST_TOUCH&statuses=ENABLED,PAUSED&ADWORDS=7515305268,8732408954&LINKEDIN=506865417&timeRange=LAST_THIRTY_DAYS