Creating a business case to move your website to the HubSpot CMS Hub.

From segmentation to source tracking, this blog takes a look at some quick ways you can sell the HubSpot CMS Hub to your boss.

Written by Andrew Thomas
Digital marketing |   4 minute read

Rigid, limited creativity and sometimes lacking security - traditional CMS' are just not agile enough for the modern marketer anymore. Enter the HubSpot CMS Hub. You know you need to change and adapt your systems, but how do you communicate that to the right people?

cms hub from hubspot convincing your boss

We’re huge advocates of the HubSpot platform. So much so, we even use it in our own marketing. So, if you're keen to implement the CMS at your company but aren’t sure how to sell it to your boss - this blog is for you.


A quick note on ROI.

I just wanted to prelude this blog with something you need to know. One of the things your boss cares about the most is ROI. Sorry. I’m going to talk through some pretty fantastic features that can help you potentially increase it -  but I just wanted to recap that ROI is king.

So when it comes to winning your boss over, always tie it back to proving ROI.


Source tracking.

I’m still shocked when I learn the majority of businesses who have a website don’t really know where their traffic comes from. Sure, they may have evidence that their PPC ads are working well or that people seem to get in touch after viewing a specific page. However, they’re completely in the dark when it comes to understanding exactly where their traffic, leads and most importantly, sales are coming from. 

hubspot cms provides data for visitors and engagementImage credit.

By understanding the origin of your traffic and leads, you’ll be able to plug any holes and keep the volumes consistent. Once you’ve mastered that, you can look at the quality of each source independently.

For example, organic and paid sources may drive similar traffic numbers, but if all your leads are being generated by organic channels like social, it may be time to review your paid strategy.

Understanding source quality gives marketers a clearer picture of where to focus their time. But for a business owner or department head, it’s an incredibly valuable tool to quickly scope out where the company marketing spend should be allocated and what impact any investments have had over time.

Segmentation.

segmentation from hubspot cms like our bake off competition d22

If you’re familiar with inbound marketing (which you’re probably clued up on if you’re trying to sell your boss on the idea of implementing HubSpot’s CMS Hub), you’ll have heard of personas. These are the semi-fictional representations of your ideal customers and are based on real world research, interviews and anecdotal evidence from the sales team, managers and people within your company.

You may simply have two or three core personas you feel best represent your customer mix. Personas are kind of a big deal and you can even make your own here. However, it’s actually the way the HubSpot CMS Hub utilises this data that will be of most interest to your boss.

Once personas are up and running on your CRM, you can set up various rules for what constitutes a database contact being added to said persona. Basically, what box did they tick to make them fit your criteria? It could be any of the following:

  • Downloaded a key piece of content, e.g. pricing guide or case study. 
  • Viewed a specific page more than once.
  • Visited your website more than three times within a defined period.

The options are almost limitless and allow you to add an incredible layer of context to the mass of email addresses you begin to collect through your marketing.

Your boss is going to adore this feature as they’ll quickly see the types of people the business is attracting and more importantly, how these people are behaving. 

Being able to quickly drill down into a group of people and see who interacts the most and actually uses your services is going to direct your budget allocations and marketing efforts quickly. The bottom line of this is ROI will improve as you spend your time on those most receptive to what you do. This is what your boss wants to see.

Closed-Loop Reporting.

The HubSpot CMS Hub does a fantastic job of tracking visitors, collecting conversion information and presenting it in a way that’s easy to understand. It’s also great with emails, social media scheduling, blogging and landing page creation - the list goes on. 

That’s just lovely. Yet there are hundreds of alternatives available, many at a very competitive price point that offer similar features...

So what makes the HubSpot CMS different?

What no other platform does well is bring all of these features together under one roof. This is great for marketers (only one password...boom) but also allows for closed-loop reporting. From first click to customer, you can track every visitor and their journey through each individual tool.

HubSpot CMS keeps track of all interactions along a timeline and builds a full picture of the behaviour of your traffic, giving you an opportunity to demonstrate the ROI of each individual marketing asset down to the last penny.

No other platform can do this because separate systems can’t communicate to each other in this comprehensive way. You can spend lots of time and money setting up API’s and complex integrations that push data back and forth but they're never going to work as well as an all-in-one system. Trust me.

Reports, in general, are extremely well catered for in the CMS Hub. Every data point is displayed beautifully and detailed lead reports can be generated in an instant. What’s more, you can quickly set up teams who don’t use HubSpot day-to-day on weekly dashboard reports.

This is great as it will keep your team, line manager or CEO in the loop on the results you’re generating daily. This can be used as a focal point for discussions and quickly highlighting any gaps in your strategy.

So there you have it, a few great ways you can sell the idea of migrating your web platform, CRM and pretty much everything else to the HubSpot CMS Hub. It all comes down to proving ROI and having a connected system that’s incredibly capable at providing context. Most importantly, it has the capability to display all this easily.

Being educated about inbound in general and how it can benefit your business surely that has to be one of the best ways to sell the idea to your boss? We’ve got you covered.

Need help to win your boss over about the wonders of inbound marketing? 

To really amplify your efforts and get in the boss’ good books, you need to clue yourself up on inbound. To achieve those marketing objectives and that all-important ROI, download our ‘Inbound Marketing 2.0’ guide. You’ll expand your knowledge of inbound with key info on things like processes, statistics, personas, goals and much more. 

New call-to-action