Upgrading to HubSpot Enterprise is a bold response to a question all HubSpot customers face: what else can I do? You’ve given your marketing time, effort and self-criticism. You’ve exercised your resources to their full extent and you continue to ask what else there is to be done. You are perhaps inadvertently stepping into the Enterprise arena.
Welcome! HubSpot is built to scale. HubSpot is forward-compatible. Enterprise opens up even more doors to the future, if you’re ready.
So let’s ask the right questions! If you are considering to make the investment and upgrade to Enterprise, or if you are just curious what the highest tiered product involves, here are a few of the best questions to ask and factors to take into consideration.
Who Needs HubSpot Enterprise? Who Benefits The Most?
- Ask yourself: do you like granularity on your site traffic data? That’s a silly question, of course you do! It’s how you learn. Behold the Events tool, exclusive to Enterprise. Events is a big deal for people that can benefit from knowing what links your site visitors click on and specific actions a visitor is doing on your website. You could set up an event if a visitor downloaded a content offer, a user logged in, and even if your pricing page was viewed.
It can also be used to trigger Workflow actions. Have you worked extensively with the Workflow tool and want even more to do with it? When using the Events tool you setup an event that tracks how many times someone views a page or clicks on a button. Then the workflow is triggered because that action occurred. Based on your experience setting up automation within HubSpot, consider how useful this might be to initiate nurturing actions or lead-scoring.
- Pinpointing what types of content actually led to conversions can help you improve and direct your inbound marketing strategy. Have you ever wondered which pieces of content are actually working to move people from one stage of the funnel to the next? Attribution reports will tie your marketing efforts back to where you are generating conversion into your funnel. That means you can see the specific URLs that someone viewed along their path to conversion or see the marketing channels they interacted with before coming to your site and converting. These marketing analytics will allow you to optimize your inbound strategy for high-quality site visitors that convert into leads, marketing qualified leads, sales qualified leads, or customers.
If you're a Professional customer then you can create reports based on All Interactions (all pages people viewed before converting) or Last Referrer (the page one was on prior to the converting page). But will Enterprise you have the full-fledged version of the report including the ability to report on the most successful marketing channels that drove conversions. You can segment your report based on lists and run a total of 17 different reports.
- Continuing in that line of thinking, the contact database in Enterprise begins at 10,000. Have you been holding onto an old contact database or been considering syncing with an external CRM like Salesforce? Is there some untapped juice in that database? Be honest! Sounds like there might be. Sounds like if you have that many contacts, you could squeeze some remarkable new business out of some overlooked leads. If you’re debating how to flex your larger contacts database, this might be the answer.
- Another factor involves reporting those successes and reacting accordingly. The Enterprise tool houses in-depth reporting for Contacts, Companies, and Revenue Reporting. The same way you have built traffic data reports in the past, you can build Contact reports in Enterprise. Graphed reports can demonstrate your contacts’ qualities over time (e.g., create date, became a lead), time spent in a certain lifecycle stage (or source, or industry, among others), or even factor in numeric-scored contact properties including lead scores or revenue. All such reports are available for export or distribution via email. Convenient!
In a similar fashion, Companies reports can be used to compare companies bearing similar traits or differences. Curious about how your sales and marketing efforts in one industry are stacking up against the others? Cancel your palm-reading and drop-kick your magic 8-ball—you don’t need fortune-telling anymore!
In closing, Revenue Reporting is exactly what it sounds like. While bringing in new leads via HubSpot and elbow grease is a good time, reporting what revenue you’ve generating during that good time is a must. It is the culmination of the other Enterprise reporting tools. If you plan to be a thorough, scalable company using HubSpot, the uses for these tools will become self-evident.
- One final item to mention is directly relevant to those in our HubSpot Partner program. Okay, Partners, listen: you know you can generate as many subdomains as you require out of an Enterprise portal? Imagine selling individual campaigns to your prospects, each with a unique landing page series, email, and design! You can craft the templates to look like the prospect’s site, deploy an email series to the prospect’s contacts loaded into your portal, and forward them the Contact report when it’s done 30-60 days later. That’s a pretty easy way to make $1000 and prove what just a fraction of HubSpot’s power can do.
What Tools Are in HubSpot Enterprise That Are Not in HubSpot Professional?
We’ve covered numerous use-cases for Enterprise thus far. Let’s just spell out the full feature list. For now, here is the bullet list of features in Enterprise not found in Professional:
- Event based segmentation and scoring
- Custom revenue reporting
- Custom event based reporting
- Contacts reporting
- Companies reporting
- Attribution reporting
- Unlimited subdomains
- Predictive lead scoring
- Event based automation triggers
- $10/1,000 contacts
Questions to Ask Yourself When Considering Enterprise
Let’s run down a short list of popular questions customers face when exploring functions beyond their Professional portal.
Q: I get a lot of traffic to my site—how can I further identify which actions on my website are important for a prospect becoming a lead or customer?
A: Using HubSpot forms and landing pages, you can track a new contact’s point of origin, both the traffic source and the form they submit on initially. However, considering the site’s high traffic, you should be suspicious that some leads reach the top of the funnel and then never re-convert. You could deploy Enterprise’s Events tool to add these repeat visitors to a contact list to make sure they’re properly nurtured via automated Workflows.
Q: I have no problems generating leads, but how can I differentiate my best leads from the rest of the pack?
Lead Scoring allows you to give each of your contacts a score that shows how likely they are to close into a customer. The higher the score, the more likely a contact in your database will drive revenue for your company. Predictive Lead Scoring creates a custom model personalized to your instance of HubSpot that lets you pinpoint exactly who your best leads are. Use this tool to nurture the correct leads, and notify your sales team exactly when they should begin their outreach.
Q: My traffic and conversion rates look great—how can I identify which eBooks or emails are most effective in turning leads into customers?
A: When your materials database grows, you have more conversion opportunities, and you want to make sure you are replicating that success and are producing more like them. Remember, you punted your magic 8-ball into the sun! You’re done guessing. You can use HubSpot Enterprise to create Contact reports tailored to report the most popular offers. With that knowledge in hand, you can cut the less successful content-types and produce more of what is successful.
Q: I post content out regularly, but I'm not sure what topics to write about. Is there certain pieces of content that is better at driving leads? What about customers?
A: Typically you will find that different pieces of content will generate leads, marketing qualified leads, and customers. The best way to figure out what that content is for each stage of your funnel is to run an Attribution Report. This will allow you to see what URLs on your website including blog posts, landing pages, and other web pages have been the most influential in driving conversions. For a more details explanation of this, see this blog post.
HubSpot is a tool to help you make agile, informed decisions. If you think you’re ready to give Enterprise a whirl, open a free 30-day trial and see how far you can go!
Originally published Apr 3, 2015 3:00:00 PM, updated December 01 2017