Today we’ll be discussing how HubSpot can be used for e-commerce businesses in both B2B and B2C applications, but first: what does the ideal HubSpot e-commerce user look like, and is that you?
In order to discuss what the ideal e-commerce HubSpot user looks like we’re going to assess multiple buyer profiles.
Examples of these buyer profiles include business to business merchants expanding into e-commerce for the first time, direct to consumer, and business to business merchants looking to integrate offline efforts with online efforts, as well as business to consumer merchants leveraging significant content and sales functionality.
The New B2B e-Commerce Merchant
This business to business profile does between $5 million and $150 million in revenue per year. The industry that they participate in is often flexible but more than likely they are a manufacturer of industrial and/or niche supplies. The e-commerce platforms that these businesses currently operate on are typically Shopify, BigCommerce, and Magento. These businesses typically have a dedicated sales team as well as a dedicated marketing team.
B2B Merchant Challenges
Now we know who these businesses are, but what challenges do the face? They often have a strong offline sales presence but need to stay competitive with an e-commerce channel. E-commerce is a new territory to them and switching customer relationship management platforms while going through this process can be overwhelming. Legacy technology is the path of least resistance but it may not integrate with more modern technologies.
B2B Merchant Goals
With these challenges in mind, these businesses look to reaching their goals as merchants. These goals include pursuing e-commerce technology to make it easier for clients to place orders without the need for a sales representative. They want to strengthen and empower offline sales efforts, while improving reporting and attribution. Additionally, these merchants look to integrate offline sales efforts into an e-commerce and marketing friendly platform..
B2B Merchant Example: Ballard Industrial
To better understand what a business to business merchant looks like, let’s take a look at Ballard Industrial. Ballard Industrial is an industrial manufacturer and first time e-commerce retailer. Ballard Industrial leverages HubSpot for email marketing efforts, offline deal tracking, and customer relationship management. This business integrated their new e-commerce store with existing offline sales processes to improve reporting.
B2C and B2B Profile
This buyer profile typically does between 15 million and 200 million in revenue per year. The industry that they are involved in is flexible but leans toward manufacturing niche supplies, clothing, or consumer packaged goods. The platforms that they host their e-commerce stores on include Shopify, BigCommerce and Magento. These companies typically have a staff with a dedicated sales team, a dedicated marketing team, as well as a dedicated website/IT Team
B2C and B2B Merchant Challenges
So what are some of the challenges that B2C and B2B merchants face? B2C and B2B channels are typically both strong but can feel siloed and far from each other. This is because the sectors of the company are often in different teams, using different technologies, and are responsible for reaching different goals. Business to business is often a majority revenue driver in these companies, so growing e-commerce revenue can be often overlooked.
B2C and B2B Merchant Goals
The goals that these merchants are looking to achieve include evaluating and consolidating technological solutions to create a maximum impact between business to business and business to consumer efforts. They look to improve both tracking and reporting for business to business and business to consumer channels. They additionally look to leverage powerful automation tools including abandoned cart workflows, calendar scheduling tools, and customer dashboards.
B2C and B2B Example: Cutter & Buck
For an example of a B2C and B2B merchant let’s look at Cutter & Buck. Cutter & Buck sells their fashion products both to other wholesale businesses as well as directly to consumers. They use HubSpot for email marketing, blogging, offline deal tracking, and customer relationship management. Cutter and Buck leverages a HubSpot e-commerce integration for order recording, marketing automation, and loyalty programs.
B2C and B2B Example: KegWorks
Another example of a B2C and B2B merchant is KegWorks. KegWorks sells their keg supplies both to other alcohol-related businesses and to consumers. KegWorks leverages HubSpot for their email marketing efforts, landing pages, blogging, offline deal tracking, and customer relationship management. KeyWorks leverages e-commerce integrations for order recording and marketing automation.
This buyer profile typically does between $10 million and $20 million in revenue per year. This buyer profile covers many industries but are often a supplier of parts/materials or a niche retailer. The e-commerce platforms that they typically leverage are Shopify, BigCommerce, and Magento. The staff that they have on hand is typically composed of both a marketing team and a dedicated web/IT team.
B2C Merchant Challenges
The challenges that B2C merchants face are: current technology may be expensive and too robust for their actual needs. Their current tech stack only addresses piecemeal issues (MailChimp for email, Gorgias for support, etc.). They are having trouble establishing e-commerce specific marketing automation such as abandon cart workflows, win back workflows, and promotion workflows. They also have trouble tracking and reporting sales numbers accurately.
B2C Merchant Example: Final Draft
As an example we look to Final Draft, the premier script writing software for films in Hollywood. Final Draft is a B2C with for specific product offerings in the form of software and they leverage HubSpot for email automation, ad management, landing pages, blogging, and support.
Why HubSpot for e-Commerce?
HubSpot’s CRM platform has all the tools and integrations you need to solve for the many challenges we mentioned above. HubSpot was created so that never again do you have multiple databases that you are trying to force to work together, instead everyone is operating from one single source of truth. Likewise, each one is intuitive and easy to use for the ultimate customer experience. Each product in the platform is powerful alone, but the real magic happens when you use them together.
Hubspot’s CRM will help you to create a connected customer experience for individuals and companies seeking your services. It also allows you to automate and unify your sales, marketing, and service teams so everyone is on the same page. Likewise, you can create workflows that make communication more efficient while at the same time tracking them to ensure all leads are followed-through and buyer’s needs are met.
HubSpot’s Sales Hub is a time-saving tool that provides you with an in-depth 360 degree view of your prospects while minimizing your busy work and giving you time to close deals. The Sales Hub will also help you leverage documents, track bids and proposals, ensuring the right follow-up communications occur. The Sales Hub also helps you track revenue by deal stage across various pipelines as well. You can also create email onboarding sequences to automate deal stage communications and reduce manual follow-up for recurring communications. And, that is just the tip of the iceberg.
As we mentioned above, HubSpot deals provides a single location for sales cycle details which can help your teams’ performance numbers and revenue goals. Likewise, the document library will help you manage content, make it self-serve, and aggregate data about its usage so you can gauge content effectiveness.
HubSpot’s Marketing Hub is a CRM-powered marketing platform that allows you to create, manage, and track your campaigns. It provides you with everything you need to get found, engage new people, and nurture them. It also provides you with informative data to steer future marketing efforts and track your PPC ad campaigns all in one platform. You can also use the Marketing Hub to develop lead nurturing workflows to educate consumers and manage and automate your social messaging.
With HubSpot, you can create dynamic personalized emails at various stages of the buying process to connect with customers at all stages of the buyer’s journey. Triggers for various behaviors and different stages will help your customer get the right email at the right time, while you get notified when they are ready to commit.Also, with HubSpot’s workflow tool, you can publish and schedule to publish content to your social accounts at the recommended time for your target audience.
The Service Hub is another well-crafted HubSpot tool that allows you to provide superior customer service. You can create custom properties to track leads and customer’s preferences to enable a highly tailored and connected experience. The Service Hub also allows you to leverage tickets and a customer portal to track, manage, and resolve customer issues. You can also develop knowledge-based content that allows customers to self-solve. With Service Hub, you are able to monitor how quickly a customer’s questions are answered and problems are resolved as well as create surveys to measure customer satisfaction and your companies net promoter scores.
With a shared inbox, you can connect you teams. Email, live chat, Facebook Messenger, and more to one universal inbox to make everything visible to your teams and make it easy to manage. Video messaging is available right inside HubSpot as well. You can create and use them to build stronger relationships during your onboarding process or for customer relationships.
In your industry, where a majority of your customers are searching for you, it’s essential that they are greeted with a high quality website with all the information they might need to make a decision. With CMS Hub, you can create a secure, mobile-optimized website that is responsive, easy to understand, and optimized for quick, mobile, on-the-road inquiries. Also, you can compile a resource center to leverage forms and essential information consumers want and need while you gather information about potential buyers. The Hub will also help you to create a modern and attractive website with a chat option where customers can ask the questions that are on their minds in real time, 24/7. Likewise, HubSpot’s CMS Hub has the tools to manage your on-page SEO as well as monitor traffic sources.
HubSpot’s SEO tools make it easy to optimize your website for search engines and searches and even provides recommendations to improve your SEO performance. Likewise, with website tracking, you can track every visitor to your site in one place and use your CRM data to create personalized digital experiences.
The Operations Hub seamlessly integrates with all the other tools and allows you to connect data and automate processes for a friction-free experience between your teams. You are essentially aligning large amounts of data around a secure, single source of truth and presenting it in a clean, consistent, and easily accessible manner. Likewise, the Operations Hub helps you streamline processes that allow you to reduce manual work while at the same time personalizing your messaging and improving customer experience.
Once you decide that HubSpot is right for you, Lovable Marketing makes it easy for you to integrate, get up to speed, use it, and experience success quickly. With dedicated onboarding and one-to-one training, your teams will be up and running swiftly. You can also rely on HubSpot day or night with 24/7 phone support.