Get to Know Everything About HubSpot and Discover the
Power of This Next-Level Marketing and Sales Platform!
THE ULTIMATE
HUBSPOT GUIDE
2
Intro. Marketing. Account Based.
HubSpot & MODX.Sales. Serv ice.
What Is HubSpot? 4
Inbound 5
Funnels & Flywheel 6
Lifecycle Stages 8
Persona 9
Experience Journey 10
Lead Scoring 12
Automation 13
  Workows   14
  Sequences   15
Personalization 16
CRM 17
  Contacts & Companies   18
  Lists   19
Dashboarding & Reporting 22
Ads 23
Social 24
Lead Generation & Proling 25
  Forms   26
    Progressive Proling   27
    Pop-Up Forms   28
  CTAs   29
Planning & Strategy 30
  Campaigns   30
  SEO   31
  Projects   32
Dashboarding & Reporting 35
Ideal Customer Prole 36
Tier Accounts 37
Buying Roles 38
HubSpot API 59
HubSpot Extra 59
Dashboarding & Reporting 41
Deals 42
Tasks 43
Meetings 44
Team Meetings  45
Mailings 46
  Templates & Snippets   47
  Queues & Sequences   48
Dashboarding & Reporting 51
Chat 52
  Live Chat   53
  Chatbot   54
Knowledge Base 55
Feedback Surveys 56
3
Intro.
4
What Is HubSpot?
Intro | What is HubSpot
HubSpot is the platform when talking about the marketing, sales,
and service of the future. This powerful platform focuses on all
the things that allow you to connect with your audience while
optimizing yourself online.
Connect with your audience while
optimizing yourself online
HubSpot provides you with all the tools you need to let your 
departments collaborate, appeal to potential candidates, create brand 
awareness, and personalize your digital platform. With essential tools 
such as personalized content, sales emails that stand out, and the 
best service tools around, you give your audience the attention they 
deserve. That’s how leads become customers, and customers stay 
involved with your brand.
Marketing Hub Service HubSales Hub
Discover HubSpot:
•  Attract exciting leads and create your inbound strategy
•  Save all contact data and interactions in one secure place
•  Create personalized marketing activities to convert leads even 
faster
•  Make your sales more efcient than ever and see what your 
customers desire
•  Optimize your service and respond to your customers’ needs
•  Turn leads into customers and customers into loyal promoters
Do you want to get started with HubSpot right now? Request our 
HubSpot & MODX demo via sterc.com/hubspot-demo or scan the QR 
code below.
5
Intro | Inbound
Inbound.
Almost everyone is familiar with outbound—getting your target
audience’s attention by making your organization appear as many
times and in as many places as you think necessary. Sadly, this
method isn’t very effective. Instead, it interrupts every unique lead’s
customer journey with content they aren’t looking for (yet). That’s
why inbound was created.
Inbound is a business method focused on attracting exciting leads 
and customers. With inbound, you focus on creating the content your 
audience is looking for instead of offering content that isn’t relevant to 
them. You make sure the content matches the questions, challenges, 
needs, and issues of every unique contact at every step of their 
journey. You’ll help solve their questions while encouraging them to 
come back to you and creating promoters.
6
Funnels & Flywheel.
Everyone has heard of funnels. They are where visitors are turned
into customers or even crowned loyal promoters.
At Sterc, we focus on ve different models to help you get a clear idea 
of your goals: branding, leads, sales, service, and recruitment. Just like 
any other funnel, you begin big—you get noticed by loads of people. As 
these people go further down the funnel, the group gets smaller and 
smaller until you have just a handful of people left who want to buy 
something, apply for a job, or comment on your social post. An even 
smaller number of people become returning visitors, employees, or a 
follower on social media.
But what happens at the end of the funnel? Funnels aren’t visualized 
in a way that shows the value of your customers and promoters. 
What if you could apply the funnel throughout your organization and 
reuse invested energy? That’s precisely what HubSpot shows with its 
ywheel—it doesn’t stop at the end of the funnel.
Intro | Funnels & Flywheel
Service
Reach
Engagement
Conversion
e.g. Online service
Login
Branding
Reach
Engagement
Conversion
e.g. Likes, comments, shares
Email subscriptions
Leads
Reach
Engagement
Leads
Proposal
Customer
Recruitment
Reach
Engagement
Apply
Interview
Employee
Sales
Reach
Engagement
Conversion
Revenue
Attract Convert Close
Delight
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CRM
Brand ambassadors are essential for your inbound strategy. They 
create brand awareness by word of mouth, bringing in new fans who 
want to become customers. And we all know the power of word of 
mouth campaigns. They are more powerful than any other strategy.
But how do you turn customers into promoters and make sure these 
promoters stay involved? That’s where you and your relevant content 
come in. With inbound, you make sure you help each unique lead 
at every step of their journey. This work is not the responsibility of 
marketing, sales, or service alone; it’s a team effort!
Stop selling, start helping.
In this e-book, we’ll show you and your teams how to collaborate 
efciently through HubSpot. We’ll show you all the tools you can use 
to create a personalized experience for every unique lead. That’s how 
you’ll turn leads into customers and customers into loyal evangelists!
Intro | Funnels & Flywheel
Subscriber
Intro | Lifecycle Stages
Lifecycle Stages.
As you may have noticed in the ywheel on the previous page, every
lead goes through different phases before becoming a customer or
even a promoter. How long this journey takes is different for every
lead and organization. HubSpot calls these phases (when looked at
from the organization’s perspective) “lifecycle stages.”
To nd out what each stage looks like and what convinces a lead to go 
through to the next stage, we’ll give you a short explanation of each 
stage.
Visitors
Subscriber: A contact has noticed your organization and wants to 
know more about it. Subscribers are subscribed to your blog or 
newsletter.
Leads
Lead: These people are more sales-ready and think of themselves as 
leads. A lead has lled in a form or gotten in touch with you through 
chat to get answers to their questions.
Marketing Qualied Lead (MQL): The visitor’s qualitative or 
quantitative actions convince marketing that the lead is ready for a 
sales follow-up.
Sales Qualied Lead (SQL): The lead’s willingness to buy shows the 
sales team that this lead sales-ready. Sales follows up on these leads 
and determines the opportunities.
Opportunity:   There’s a real chance this lead will become a customer.
Customers
Customer: The deal is won, and the lead has become a paying 
customer. Because of excellent service and personalized content, you 
can turn this customer into a promoter.
Evangelist: These customers are the icing on the cake. They are 
customers who not only buy from you but also promote your brand 
among their network. By word of mouth, they create new fans who 
eventually become new customers.
Other: These contacts are wildcards that don’t t any of the above 
stages.
9
Persona.
Every organization has one or more target audiences. To create the
content relevant to every segment of your audience, you can create
personas.
Personas are ctional people who represent your target audience as a 
whole or in part. With a persona, you can dene the following data:
• Demographics: What gender is the audience? How old are they? 
How much do they make?
• Geographics: Where can we nd this audience? In which country, 
region, or even city? What language do they speak?
• Behavior: What are their questions, issues, or challenges? What 
product or service are they looking for? What is their desired 
purchase frequency?
• Attitude: How satised are they with the offered solution? Are 
these people loyal customers? What are their preferences?
At Sterc, we like to add a little extra data:
• Motivations: What do they value? What motivates them to buy?
Tip!
Create your own persona on hubspot.com/make-my-persona
Intro | Persona
10
Subscriber
Experience journey.
Everyone goes through a journey before they buy, apply, or visit
something. This customer journey—or as we like to call it, the
experience journey—brings a person with their questions, problems,
needs, or opportunities for improvement via different stages to you,
the solution.
These stages are parallel to the steps of the funnel, the ywheel, and 
the lifecycle stages. But the experience journey is viewed from the 
customer’s perspective:
• Awareness: In this stage, the contact has realized they have a 
problem, question, or an opportunity for improvement.
• Consideration: The consideration stage is all about dening the 
problem or question.
• Decision: In the decision stage, the lead has found a solution, 
method, or approach to their problem.
• Experience: The experience stage focuses on implementing the 
chosen solution, method, or approach.
• Promote: The user loves the solution and wants to tell others all 
about it.
Intro | Experience journey
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• What questions does your audience have in every step of their journey?
• Which touchpoints do they have?
PERSONA
• What content & functionalities t these questions and touchpoints?
• Which keywords will they use?
How do you make sure that every person in your target audience 
goes through the same steps and becomes a brand ambassador? 
Our experience journey framework helps you dene the questions, 
issues, and opportunities your target audience has at every step of the 
experience journey. It shows you their touchpoints so that you can see 
what content and functionalities match. Bring these data together and 
create an inbound strategy that you can bring to life with HubSpot. 
How? That’s what you will nd out on the following pages!
Tip!
Discover the questions your target audience has with the Answer The 
Public tool!
Tip!
Want to create the relevant content your target audience is looking 
for? Download our Experience Journey Framework!
Intro | Experience journey
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< 50 PNT
> 50 PNT
Not sales ready Sales ready
FIT
Marketing
Sales
Unqualified
NO-FIT
Intro | Lead scoring
Lead Scoring.
Lead scoring is one of the many ways you can use to nd out if a lead
is a match for your company and if they are sales-ready or not.
Lead scoring gives every action your leads can take a number 
of points. Think of actions such as subscribing to a newsletter, 
downloading interesting e-books, or requesting a demo. With this 
scoring, you can see that leads interested in your brand, product, or 
service have a higher number of points and are, therefore, a better t 
with your company. 
Your marketing team’s job is to nurture interesting leads by sending 
them more relevant content and proling new leads. When a lead has 
enough points and is qualied by marketing, it is up to the sales team 
to follow up with them.
You decide how many points each action has and when a lead has 
enough points to get noticed by your marketing and sales teams.
Marketing Hub Professional & Enterprise
Service Hub Professional & Enterprise
Sales Hub Professional & Enterprise
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Intro | Automation
Automation.
As a marketing automation platform, automating marketing, sales,
and service activities is crucial for HubSpot.
You can automate actions such as follow-ups from marketing and 
sales, assigning and updating service tickets, assigning chatbot 
conversations to the right chat agent, or qualifying leads.
With HubSpot, you can automate in two different ways: workows and 
sequences.
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Workows.
With workows, you can automate almost anything, as long as you set 
them up correctly. Think of automating timed email follow-ups when 
someone has downloaded something by offering them more relevant 
content. That’s one way for marketing to nurture leads without 
spending too much time on it.
You can also automatically set the ticket status when your customer 
support or a customer responds to a ticket or when the ticket is 
solved. Workows can also assign the ticket to the right department 
that speaks the same language, so your customers get the help they 
need.
Finally, you can use workows for sales to remind the team of open 
deals, when to renew contracts, or when to follow-up with leads that 
weren’t sales-ready before.
Intro | Automation
Marketing Hub Professional & Enterprise
Service Hub Professional & Enterprise
Sales Hub Professional & Enterprise
15
Sequences.
Sequences are great for your sales and service teams; that’s why 
you’ll nd them in the Sales and Service Hub.
Sequences are not about bulk action but one-on-one contact 
and following-up on leads to turn them into customers. After 
marketing has nurtured all the interesting leads, your sales team 
has to qualify these leads and turn them into opportunities and, 
eventually, customers. When using sequences to do this work, 
you can send timed emails or create tasks automatically that 
remind the sales team to follow-up on a lead. 
The difference between sequences and workows is that 
sequences are focused on one-on-one contact. In contrast, 
workows are more focused on bulk actions. Sequences are 
also great for not overwhelming leads with content. When 
someone responds to an email or schedules a meeting, they will 
automatically unenroll from the sequence. They have done what 
you wanted them to do—respond to what you’re saying and take 
a step further in your sales funnel—and they no longer need to 
be helped along.
Intro | Automation
Sales Hub Professional & Enterprise Service Hub Professional & Enterprise
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Intro | Personalization
Personalization.
We’ve talked about getting to know your leads, but what can you
do with all this data? Data is an essential part of personalizing
your marketing, sales, and service activities. And it’s crucial for
connecting with your audience and helping them throughout their
experience journey. But what do we mean by “personalization” and
“contextual marketing”?
Improving the algorithm saves
Netix over one billion dollars each
year.
Personalization is not just a personal greeting at the beginning of an 
email. Personalization is customizing your digital platform to suit your 
audience’s needs. Look at brands like Netflix, Spotify, and Amazon. 
They have been giving personalized recommendations for years and 
with great success. Improving the recommendation algorithm saves 
Netflix one billion dollars each year. Users can find more movies and 
series that match their interests, and they can find them faster¹.
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CRM.
The powerful customer relationship management (CRM) tool is the
foundation of HubSpot. It is where all data and interactions with all
contacts and companies are saved automatically.
You never have to use multiple tools again to maintain your 
relationships y with your customers, and everybody on your team can 
access the same information. You can collaborate with your team and 
other teams and offer outstanding customer experiences.
With HubSpot’s CRM, you can create dynamic and static lists that help 
you lter and segment all of your contacts. You can segment them 
based on the company they work for, company size, yearly revenue, 
the lifecycle stage they are in, and much more.
Intro | CRM
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Intro | CRM
Contacts & Companies.
Within HubSpot, you can manage individual contacts, as well as the 
companies they work for. Every contact and company record shows 
your organization’s interactions with them and all the data you have 
on them. View sent, received, opened, and clicked emails, the lists they 
belong to, their newsletter subscriptions, the pages they’ve viewed, 
the forms they’ve lled in, the deals created, and much more. You can 
expand this data as much as you want so that you know everything 
you need to implement your inbound strategy.
You can lter contacts and companies and select them to change their 
properties, subscribe or unsubscribe them from your newsletter, or 
add them to a list.
Tip!
You may nd the same contact or company multiple times in your 
CRM. HubSpot gives you the option to merge contacts and companies 
so that you won’t pay for duplicated contacts. When merging, keep in 
mind that only the contact’s or company’s properties you want to keep 
will be saved. Interactions will be merged from both records into one.
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Intro | CRM
Lists.
We all know lists and their value. HubSpot lets you create two types of 
lists: active lists and static lists.
Active Lists
Active lists update automatically when new contacts meet the set 
requirements. You can use lters to see who has lled in a specic 
form, what industry they work in, or if they match a particular 
persona. 
Static Lists
Static lists will only show the contacts that meet the requirements 
when creating the list and won’t update automatically. After setting 
the right lters, the list will never update itself. You can manually add 
new contacts to this list to make it complete and usable.
Tip!
Lists are incredibly useful for events. Create an invite list for all 
team members using a static list. Everyone can manually add and 
remove the contacts they want to invite to each event. After sending 
an invitation email with a link to a form, interested contacts will 
automatically appear in an active list. It’s great for seeing which 
contacts are coming to the event and who needs a little push or 
reminder. And all team members can get to know the attendees ahead 
of time, so you never have awkward conversations again!
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Marketing.
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Marketing.
Marketing
The rst team and, therefore, the rst Hub we’re going to talk
about is Marketing. HubSpot has different paid plans for marketing:
Starter, Professional, and Enterprise. You can also use the marketing
tools for free.
Marketing is essential for getting the ywheel spinning by attracting 
leads with social media posts, mailings, content pages, downloads, and 
much more. When you’ve generated leads, marketing can qualify them 
and send only the exciting and nurtured leads to sales. 
When the ywheel is spinning, marketing can shift its focus to the less 
obvious marketing activities, such as personalization and contextual 
marketing. HubSpot provides you with all the tools you need to keep 
attracting new leads and help your current customers better.
Discover HubSpot’s Marketing Hub:
•  Get started with marketing automation and automate repetitive 
marketing tasks
•  Nurture your leads and send them the right content at the right 
moment
•  Discover who your website visitors are and what they are looking 
for and create unique experiences with personalization
•  Manage your social media channels, digital ads, landing pages, and 
emails from one place
•  Generate leads with powerful calls-to-action and forms
•  Qualify leads and send only those who are sales-ready to your 
sales team
•  Discover how your marketing activities perform and where you 
can optimize
Want to know all the features of Marketing Hub Starter, Professional, 
and Enterprise? Visit sterc.com/en/blog/marketing-hub
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Marketing | Dashboarding & Reporting
Dashboarding &
Reporting.
If you want to see how your marketing team is performing, a
marketing dashboard is crucial.
As a marketing team member, the rst dashboard you’ll see after 
logging into HubSpot is the marketing dashboard. You can add all 
kinds of reports to this dashboard and customize it to suit your team’s 
needs. When the right report isn’t available, you can create custom 
reports to show the information you need. You’ll always know how 
your marketing performs, if it’s achieving its goals, the marketing 
strategy, and what’s happening with the marketing budget.
Examples of reports you can add to your marketing dashboard are: 
lled forms, downloaded e-books, marketing email performance, 
visitor origin, and many more!
Tip!
Getting insight into your return on investment (ROI) makes HubSpot 
unique. Now you can nally see what every dollar has brought to the 
table.
23
Marketing | Ads
Ads.
Connect ad networks to your HubSpot account to see how your ads
perform and your audiences, create new audiences, and manage
your ads.
By connecting Google Ads and social ads such as Facebook and 
LinkedIn to your HubSpot account, you can see which ads are active 
and how they’re performing. See ad views and click-through rates, 
newly created contacts, and closed deals. These reports show you 
what your funnel looks like and which steps you have to optimize.
You can also change your Google campaigns from within your 
HubSpot account: change the names, budget, and start and end times 
and add or remove keywords.
Use automation to your advantage by enrolling contacts created from 
Google Ads in specic lists so that you can follow-up with them with 
the right content.
24
Social.
Social media is essential to get noticed by your target audience and
engage with them. You can connect your social media accounts with
HubSpot and manage, create, and share your social posts.
By connecting your social media accounts with HubSpot, you’ll never 
have to switch between accounts again. HubSpot lets you create new 
posts for every channel in just one click. Schedule them and see how 
they perform from within your HubSpot account.
You can also add social posts to your campaigns. You’ll see in a blink of 
an eye how your social media accounts contribute to achieving your 
goals.
Marketing | Social
25

Leads Generation &
Proling.
Generating and qualifying leads is an essential part of HubSpot. This
platform provides you with plenty of tools to help you to turn web
visitors into high-value customers.
The rst step is bringing in leads. It is your moment to shine, the 
moment you need to show off your knowledge to help your website 
visitors nd the answers to their questions. You can do so by offering 
powerful e-books, extensive pillar pages, a resources center lled with 
blog posts, podcasts and webinars, and FAQ pages.
Next, you need to prole those leads to improve and personalize your 
content to better suit their needs. Once you know who you’re talking 
to, you’ll know which leads match your organization and are ready for 
sales to follow-up on.
Marketing | Lead Generation & Proling
26
Forms.
To turn your website visitors into leads, you need a place where they 
can leave their contact information. Forms are the perfect way to do 
this, and you can use them for multiple purposes.
Examples of great ways to use forms are as a subscription form for 
your newsletter, a call-me-back form, a download form, or a pop-up 
form. Best of all, HubSpot automatically saves all data in its CRM tool. 
You can keep sending your leads relevant content and personalize 
your content to suit their needs. Your contacts will stay involved with 
your brand, and you can turn them into returning website visitors.
Drag & Drop
HubSpot lets you create forms in no time. Use the drag-and-drop 
form builder to drag and stack questions on top of each other, change 
the order, or remove them from your form. You can also set required 
questions so that you won’t miss any data or create hidden elds that 
you ll in, such as the preferred language or lifecycle stage. HubSpot 
comes with ready-to-use templates to get you started, but you can 
also create forms from scratch.
Marketing | Lead Generation & Proling
27
Progressive Proling.
The power of HubSpot’s form tool is that you can make progressive 
forms. You can add extra form elds visible to contacts who have 
already answered previous questions in an earlier form.
For example, a visitor lls in a form with their rst name and email 
address. The second time they ll in a form, these questions won’t 
be visible and you can ask about their role on the team or what 
organization they work for. 
With the help of progressive proling, you get to know your leads 
better and better to help them as much as possible in the future, while 
contacts only have to ll in the same information once. Progressive 
form elds also help you to prole your leads. You can nd out if a 
lead is truly interesting for your organization or if you need to shift 
your focus.
Marketing Hub Professional & Enterprise CMS Hub Professional & Enterprise
Marketing | Lead Generation & Proling
28
Pop-Up Forms.
Pop-up forms are, as the name suggests, forms that pop-up on your 
screen. With the same ease as creating other forms, you can create 
pop-up forms and add them to your website in no time.
Decide if you want your pop-up form to show in the bottom-left, 
bottom-right, or middle of the screen and get the attention of your 
website visitors. Next, you can easily create a follow-up email that 
provides a download or follow-up with multiple emails that show 
other relevant content.
Tip!
Are you also using HubSpot’s chat tool? Most websites show the chat 
icon on the bottom-right of the screen. To also use pop-up forms, 
you’ll need to place them in a different spot; otherwise, your pop-up 
won’t appear at all.
Marketing | Lead Generation & Proling
Want to know everything
about HubSpot?
Download The Ultimate HubSpot Guide!
29
CTAs.
Call-to-actions are the perfect tool to make sure that your website 
visitors perform the desired actions. Use a call-to-action to quickly 
send visitors to the right web page or another place on the same 
page—for example, to a form.
With HubSpot, you can create CTAs in seconds. Create your own 
button, place a simple link, or turn an image into a CTA. After creating 
it, place the CTA on your digital platform.
HubSpot also offers excellent tools for personalizing and testing your 
CTAs. Use personalized CTAs to show different website visitors CTAs 
based on data such as persona, industry, lifecycle stage, company 
size, and much more. You can show new visitors a CTA that lets them 
quickly request a proposal and show returning customers a button for 
requesting support. Every visitor gets to the right information quickly, 
and that’s what they want.
Don’t know which CTA works best for your audience? Use HubSpot’s 
A/B testing tool to discover which CTA works best in terms of design, 
text, landing page, and more.
Marketing Hub Professional & Enterprise
Legacy Marketing Hub Basic
CMS Hub Professional & Enterprise
Marketing | Lead Generation & Proling
30
Marketing | Planning & Strategy
Planning &
Strategy.
Creating a detailed plan of approach for your inbound strategy is
essential to become successful. The planning and strategy tool lets
you work out your strategy in HubSpot, so your entire marketing
and sales team know what to focus on.
Use HubSpot to create campaigns and connect all of your marketing 
channels to see how every channel contributes to achieving your 
goals. The SEO tool shows recommendations for creating new content 
that matches your primary subjects so that you can improve your 
online presence. Finally, HubSpot’s projects tool helps your marketing 
managers by letting them create projects, add team members, and 
create tasks with deadlines. 
The Planning & Strategy tool helps you see what every team member 
is working on and makes sure you never miss a deadline.
Campaigns.
HubSpot’s campaigns quickly help you to see how your marketing 
team is performing. Each campaign shows which goals you’ve achieved 
and where you need to focus more.
You can add any content to your campaigns: forms, CTAs, social 
posts, blog posts, marketing emails, landing pages, and workows. 
You get a comprehensive report on how your marketing activities are 
performing and can see in no-time how your marketing activities are 
doing.
Tip!
You can only add blog posts and landing pages created in HubSpot.
Tip!
Immediately add all of your marketing activities to your campaigns 
so that you can analyze all data at once. You can’t retrieve previously 
obtained data in campaigns.
Tip!
Make sure that you name your campaign correctly straight away; you 
can’t change its name later. Add the period in which your campaign 
will run when using the same campaign multiple times.
Marketing Hub Professional & Enterprise
31
SEO.
HubSpot’s SEO tool shows you recommendations so that you can 
optimize your online presence. View which pages you need to 
update, which content seems duplicated, and which pages need some 
expanding.
Search engines such as Google value web platforms that are organized 
around specic subjects. HubSpot’s SEO tool shows you which content 
is relevant to your main topics based on your competitors’ content, 
relevance, and popularity. 
For example, at Sterc, we focus on the topics MODX and strategy, 
so we create expanded pages—better known as pillar pages—around 
these topics. These pillar pages link to other pages, such as landing 
pages or blog posts, that talk about subtopics. HubSpot lets you 
cluster this content and helps you see how your main topics are 
performing.
Marketing | Planning & Strategy
Marketing Hub Professional & Enterprise CMS Hub Professional & Enterprise
32
Projects.
Projects are perfect when you’re collaborating with multiple people 
on one project. The marketing manager can keep track of every team 
member’s activities. Create a project, add a description, the essential 
les, and the necessary team members, and get ready to collaborate! 
Projects help you create tasks and subtasks with ease. The only thing 
left to do is assigning them to you or your team members, add a 
deadline, and start creating. With HubSpot’s project tool, you’ll never 
miss a deadline.
Marketing | Planning & Strategy
Marketing Hub Professional & Enterprise
Service Hub Professional & Enterprise
Sales Hub Professional & Enterprise
CMS Hub Professional & Enterprise
Marketing Hub Professional & Enterprise
Service Hub Professional & Enterprise
Sales Hub Professional & Enterprise
CMS Hub Professional & Enterprise
Send invitation
Send ‘Save the date’
Create landing page
Send reminder
Send last details
Send attendee list to sales
33
ABM.
33
34
Account-Based Marketing.
ABM
Account-based marketing (ABM) is HubSpot’s Marketing Hub’s
newest feature. It helps marketing and sales teams collaborate while
attracting new high-value companies. If you want to get started with
ABM, you don’t have to worry about creating and implementing a
whole new strategy. You can implement ABM on top of your inbound
marketing activities so that you can create hyper-personalized
content for each target account.
ABM is like the shing sport. Amateur shers go shing and don’t 
worry about which type of sh they are going to catch. With ABM, you 
focus on catching one specic kind of sh. Instead of catching rst 
and choosing what to keep after, you decide what you want to catch.
ABM is a great tool for those who recognize themselves in one of the 
following situations:
•  The product or service you sell costs a lot of money.
•  You don’t have an endless stream of prospects or customers.
•  You sell only to accounts with multiple stakeholders.
Marketing Hub Professional & Enterprise Sales Hub Professional & Enterprise
Discover account-based marketing:
•  Focus on high-value accounts and use reports to see how you’re 
performing.
•  Discover the interests of every stakeholder that plays a part in the 
sales process.
•  Personalize content based on buyer roles instead of personas.
•  Convince every stakeholder and turn prospects into high-value 
customers.
35
Dashboarding &
Reporting.
ABM is the place where marketing and sales come together, use the
same tooling, and see the same results. For marketing, sales, and
management, HubSpot has created the ABM dashboard, which shows
how your target accounts and your marketing and sales activities
are performing.
The many reports on this dashboard show you what each target 
account is looking for, how your marketing and sales team are 
performing, and which of your current accounts match your Ideal 
Customer Prole. You and your teams can see and understand what 
each account needs, and you can use this knowledge to further 
optimize your processes. When you’re missing an essential report, you 
can always create your own, so you can always see the data you need.
ABM | Dashboarding & Reporting
36
Ideal Customer Prole.
ABM focuses on specic accounts. To help you specify these
accounts, you can use the ideal customer prole. Your marketing
and sales teams create this prole together to decide who your
target accounts will be.
You can create your ideal customer prole by looking at the following 
points:
•  What high-value accounts are you already attracting via your 
inbound channels?
•  What open deals do you want to move through the sales process 
faster or make the sales cycle shorter for ?
•  What are the ten biggest deals you recently closed? Can you add 
even more value to these deals?
•  What characteristics do your most successful accounts have 
in common? Can you nd even more companies with the same 
properties?
In the end, it’s all about demographic, rmographic, and 
technographic data.
ABM | Ideal Customer Prole
Next, you can use HubSpot’s prospects tool to nd other organizations 
that aren’t customers but match your ideal customer prole. Using IP 
addresses, you can nd out how many times employees within these 
organizations have viewed your website. 
HubSpot’s data also shows how much revenue a company makes per 
year, so you’ll know if they are ready for sales and have the budget to 
buy your product or service.
Watch out!
Use HubSpot’s data with caution because it doesn’t show correct data 
for all organizations. The data is best for American companies but less 
reliable for companies in other parts of the world. If you focus on, for 
example, the Dutch market, try to nd out if HubSpot’s data is correct.
37
Tier Accounts.
When you’ve decided who your target accounts are, you can
determine how well a company matches your ideal customer prole.
You can dene this match by choosing between tiers 1, 2, and 3.
Tier 1 is a company that is an excellent match for your products and 
services, and tier 3 is a lesser match and is, therefore, less of a priority 
for your team. 
Tip!
You can automate this process. When you dene the value, for 
instance, of an account based on how much revenue they make, you 
can use workows so that organizations are automatically put in the 
right tier.
ABM | Tier Accounts
38
ABM | Buying Roles
Buying Roles.
You can dene the different types of stakeholders in the sales
process. This function is great because you can only start
personalizing your communication when you know who you’re
talking to.
These so-called buying roles are the following:
• Inuencer: The inuencer is often a junior member of the team 
and is assigned to explore the various possibilities. They don’t 
have the budget or authority to make the nal decision but can 
inuence the decision-maker. The inuencer is often the person 
you talk to and who calls in all necessary stakeholders throughout 
the sales process.
• Blocker: A blocker is mostly the same person as the inuencer. 
The only difference is that the blocker stops talking to you at a 
particular step in the sales process. Your calls go unanswered, 
emails are unopened, and deals get stuck. 
• Champion: Unlike the blocker, the champion helps you sell your 
product or service. Champions are experts on a certain subject, 
they know all about the purchase criteria and are the ones who 
will connect you with the decision-maker.
• Decision-Maker: This person makes the nal decision. They are 
often found in the C-suite and are the ones who sign contracts, 
allocate budgets, and assign inuencers. The decision-maker 
sometimes does the research themselves. When this happens, you 
need to seize the opportunity and let them tell you what they are 
looking for and what they desire.
• Budget-Holder: The budget-holder is the one who maintains the 
budget. Budget-holders always want to know how much a new 
product or service is going to cost.
• End-User: End-users are the ones who will use your product 
or service. Often, this person is the one who initiates the sales 
process because they have a specic need for something new or 
improved.
• Executive Sponsor: This person is on a management or project 
team directly involved in your solution. 
• Legal & Compliance: These people are the ones who check all the 
conditions and benets that a product or service comes with from 
a legal perspective.
39
Sales.
40
Sales.
Sales
When marketing has generated leads, nurtured them, and qualied
them, it’s the sales team’s job to follow-up with them through
emails, proposals, and personalized solutions. HubSpot offers some
great tools for this work!
Sales is an essential team that turns marketing qualied leads into 
customers. Because your marketing team has already selected and 
proled the most exciting leads, sales knows what each lead is looking 
for and can offer personalized experiences and proposals that leads 
can’t say no to.
Of course, organizations sometimes don’t have the budget or aren’t 
ready for a sales follow-up. You can easily show this status in your 
CRM so that you and the marketing team know that there’s a little 
more nurturing to do. Don’t forget to set a reminder to follow-up with 
the lead in a few months!
Discover HubSpot’s Sales Hub:
•  Follow-up on the leads marketing has nurtured and respond to 
their needs
•  Discover where deals get stuck and how much revenue you can 
expect in the future
•  Check off all your easy-to-do tasks at once and never miss a 
deadline again
•  Forget endlessly sending emails back and forth to schedule a 
meeting with HubSpot’s meeting planner
•  Turn repetitive emails that have proved their power into templates 
and keep your communications consistent
•  See how your sales team performs and where you need to 
optimize
Discover all the features op Sales Hub Starter, Professional, and 
Enterprise at sterc.com/en/blog/sales-hub
41
Sales | Dashboarding & Reporting
Dashboarding &
Reporting.
HubSpot’s sales dashboard shows you in a blink of an eye how your
sales team performs, if goals are getting accomplished, and which
deals need a little push to close.
These reports show you how the sales process is progressing and 
where you can further optimize to create a great and awless 
experience for your leads.
HubSpot has already created many reports you can use to see how 
much revenue your sales team makes, which meetings are booked, 
which tasks are still open, and any other action your team has taken. 
With these standard reports, you’ll know which prospects enter the 
funnel and which customers need some extra attention.
In addition to HubSpot’s standard reports, you can create your own so 
that you can analyze all data you need to help you grow your business.
42
Sales | Deals
Deals.
Deals are essential for any B2B sales team. They show you which
customers you’ve brought in, the price you’ve set, and what you’re
going to do for them.
With HubSpot’s Deal Pipelines, you can estimate the amount of 
revenue you can expect in the future and which deals will be stuck. 
You can improve your sales process to close even more deals in the 
future.
You can use HubSpot’s sales pipeline or create your own. Set a 
percentage for each stage that shows the chance you have of closing 
the deal so that you can get a clear idea of how far a deal is in the sales 
process and how great your chance of closing it is. 
Creating a deal is a good idea whenever you feel like someone wants 
to become a customer. Associate this deal with the company and 
contacts so that everyone on your team can see what’s happening in 
this deal, which emails have been sent, and what needs to be done. 
Tip!
Use the settings to set the required properties to ll in in every deal 
stage. Your sales team will never forget to ll in an essential property 
again.
Tip!
You can automate deals. Think of automatically creating new deals 
when someone schedules a meeting or requests a proposal. Or 
automatically create a task when a sales rep hasn’t been active on a 
deal for a while, and the deal is approaching its close date.
43
Tasks.
Keep track of your to-do list from within HubSpot! HubSpot lets
you create new tasks quickly and noties you when your deadline is
approaching.
Create a task from a contact record to know who is associated 
with the task or create it from the task dashboard. You can also 
automatically create a follow-up task when sending an email to the 
contact, for example.
HubSpot’s tasks more than a great to-do list; you can check off 
multiple tasks at once with a queue. You will only have to schedule an 
hour to follow-up on all interesting prospects and go through your 
tasks queue. HubSpot will automatically go to the next task in your 
to-do list and the associated contact record. Task queues are super-
efcient and make sure that you don’t get distracted during your sales 
activities. 
Sales | Tasks
44
Meetings.
We’ve all experienced it: the endless cycle of emailing back and
forth to schedule a meeting. With HubSpot’s meeting planner, this
scenario is a thing of the past.
Create calendars that show only the time and date that you’re available 
to meet. Scheduling meetings has never been easier!
When you create a meeting planner, you can choose how long you 
want your meeting to be or let your visitors choose if they want to 
meet with you for fteen, thirty, or forty-ve minutes or even longer. 
You can also decide what questions need to be asked before the 
meeting can take place so that you can start a meeting fully prepared.
Sales | Meetings
45
Team meetings.
If you’re not the only person present during the meeting, you can 
create group meetings in HubSpot. Group meetings are calendars that 
show the availability of all people involved.
When you want your visitors to have a little more freedom and let 
them decide who they want to meet with, you can create round-robin 
meeting planners. These planners let your visitors decide which sales 
rep they want to meet with and the time that suits them best.
You can place meeting planners on your digital platform and put them 
in emails. You can quickly schedule any meeting, whether this is a 
demo call, an introductory meeting, or a brainstorming session.
HubSpot automatically sends an email to both you and the people 
you’ve scheduled the meeting with and gives you a link to add the 
meeting to your personal calendar.
Sales | Meetings
46
Mailings.
One-on-one emails are essential when connecting with your leads
and customers. HubSpot automatically logs and tracks all emails you
send from a contact, company, deal, ticket record, or straight from
your mailbox.
HubSpot’s one-on-one emails have the same functionalities as 
marketing emails, such as adding personalization and CTAs. You 
can also add meeting links and one-on-one videos, choose from any 
template, and automatically send timed emails with the help of queues 
or sequences. 
Templates and snippets are repetitive pieces of text or emails you 
can use to quickly send a similar text to prospects, customers, or 
colleagues. Queues and sequences are automated emails that simplify 
your sales process and decrease workload. Now you can focus on 
what’s important: attracting new customers and keeping existing 
customers involved.
Sales | Mailings
47
Sales | Mailings
Templates & Snippets.
Templates and snippets are signicant HubSpot features that let you 
send emails more efciently.
Templates let you turn standardized emails into templates you can 
use multiple times. You can also create a template for your colleagues 
to keep your communication consistent and help them send the same 
email to numerous prospects and customers. Think of introduction 
emails, invitation emails, or follow-up emails sent after a meeting or 
call. After choosing your template, you can adjust it to personalize it 
to every unique contact.
Snippets are short, reusable pieces of content that you can place in 
sales emails, chats, notes, or any contact, company, deal, or ticket 
record. Snippets can be easily put into your text using a # and the 
snippet’s name, or you can select them in the bottom of any email.
48
Service Hub Starter, Professional & Enterprise
Queues & Sequences.
Queues and sequences are an essential part of automating your sales 
activities.
Queues let you create a queue—more like a playlist—of tasks. With 
queues, you can check off all of your simple tasks in an hour, such as 
sending follow-up emails or inviting customers to your masterclass. 
When you check off all your quick tasks at once, you won’t be 
distracted by them in the middle of your meetings or during other 
sales activities. 
Sequences are automated timed emails you can use to follow-up on 
your leads and customers so that your organization stays at the top of 
their minds. When you’ve enrolled a contact in a sequence, and they 
respond to your email or schedule a meeting, they will automatically 
be unenrolled because they’ve done what you wanted them to do.
You can also create tasks automatically in sequences. When a contact 
doesn’t respond to your emails, it’s your cue to nd out what went 
wrong. This contact may not have the time to look at your proposal, or 
the organization doesn’t have the budget for it. 
Sales | Mailings
Maybe the contact thinks you’re moving too fast, and you need to 
change your strategy and mailings. It always helps to take a good look 
at your sequence from time to time. Find out if you can help your 
contacts without being too pushy. 
Tip!
Do you want your sales team to be able to invite opportunities and 
customers to masterclasses quickly? Create an email template and 
put it into a sequence. The only thing left for your salespeople to 
do is select the contacts they want to invite and choose “Enroll in 
sequence.” They can send the same email to every invitee. Still, it’s 
better to personalize each email based on earlier conversations with 
them or other data. With the help of sequences, your sales team 
doesn’t have to spend too much time sending invites while still giving 
every contact the attention they deserve.
Sales Hub Starter, Professional & Enterprise
49
Service.
50
Service.
Service
Service is an essential department to complete your inbound
strategy. Service makes or breaks your whole organization, and it’s
good to know that HubSpot provides you with all the tools to turn
customers into valuable promoters.
Word of mouth may be the best communication strategy ever. But 
how do you get people to talk about your organization? By offering 
excellent service. Offering the best solution quickly and helping 
customers when needed turns ordinary people into promoters. No 
wonder the top businesses value the way they offer support.
HubSpot’s Service Hub provides you with tools such as live chat, 
chatbots, a knowledge base, and feedback surveys to further optimize 
your service activities.
Discover HubSpot’s Service Hub:
•  Let your audience get in touch with you quickly with the help of 
live chat
•  Offer 24/7 support with conversational chatbots and send visitors 
to the right content or chat agent
•  Allow your visitors to nd their answers supersonically fast in a 
knowledge base without having to contact you
•  Discover how to bring your service to the next level with feedback 
surveys and turn customers into promoters
•  Find out how every service rep performs and see where to 
optimize
Discover all the features of Service Hub Starter, Professional, and 
Enterprise at sterc.com/en/blog/service-hub.
51
Service | Dashboarding & Reporting
Dashboarding &
Reporting.
HubSpot’s dashboarding tool shows you how your service team
is performing and where you need to optimize. Create a service-
focused company and turn customers into loyal fans of your
organization.
The service dashboard shows you how every service rep is achieving 
the team’s goals. Who is assigned to which chat conversations, and 
how fast are they closed? Which service tickets are open, and which 
companies are associated with them? Which knowledge base posts are 
viewed most, and did they answer the questions asked?
The most critical data about all of your service activities can be found 
in this overview. In addition to the great reports HubSpot has already 
created for you, you can also create custom reports.
52
Chat.
Chat is an essential tool in helping your web visitors in the best way
possible. Chat lets visitors ask their questions through a tool they’re
familiar with, and you can help them through live chat or let your
chatbot send them to the right content or chat agent.
With HubSpot, you can get started with live chat and a conversational 
chatbot to help your leads and customers 24/7. You decide where, 
when, and how your chat icon appears on your screen and what 
questions your chatbot will ask.
Every visitor will always nd the right person to talk to, and you will 
answer their question in the best way possible.
Service | Chat
53
A live chat is a chat tool most platforms use. A small icon at the 
bottom of the screen lets visitors quickly chat with your organization. 
Visitors can ask any question, and the organization helps them to nd 
the right solution fast.
You can quickly create a live chat in HubSpot. You decide how your 
chat looks, which pages it will appear on, and who will see it. You can 
set a different chat for each language your platform is available in, and 
you can create a new chat for each specic page, topic, or persona. 
You will immediately know what your audience is interested in, and 
they will always get routed to the right department to have their 
questions answered quickly.
Service | Chat
Live chat.
54
Chatbot.
HubSpot lets you create conversational chatbots so that your 
conversations are as human as possible, even when talking to a robot!
With the help of ows, you decide which questions your chatbot asks 
and where it routes your visitors to. Your visitors will always end up at 
the right content or with the correct department.
Choose where, when, and how your chatbot appears on the screen, 
and make sure your chatbot isn’t too pushy and asks the right 
questions. A chatbot helps your visitors 24/7 quickly and efciently.
Service | Chat
55
Service | Knowledge Base
Knowledge Base.
A knowledge base is perfect for both your organization and your
visitors. Visitors can quickly nd the answer to their questions. Your
team doesn’t have to answer frequently asked questions repeatedly
and can focus on helping your customers.
Within HubSpot’s knowledge base, you can decide what your 
knowledge base looks like with the help of templates. Turn frequently 
asked questions and tickets into knowledge articles and documents 
and divide these pieces of content into categories so that visitors can 
easily nd their way.
Optimizing your posts is also incredibly important, and HubSpot helps 
you do that. Analyze if an article has helped your visitors answer their 
questions and improve your current posts or add new ones. Best of all, 
t your chatbots can help send visitors to the right knowledge article 
quickly.
Service Hub Professional & Enterprise
56
Feedback Surveys.
Do you want to know how your organization performs and if your
support is sufcient? HubSpot’s feedback surveys can help you nd
the answers you need! Use feedback surveys to nd out what your
leads and customers think of your organization or the support you
gave them.
With HubSpot, you can create Net Promoter Score (NPS), Customer 
Effort Score (CES), and Customer Satisfaction (CSAT) surveys to 
nd out how satised your customers are. You can easily send these 
surveys to your customers via email or place them anywhere on your 
digital platform. Optimize the parts of your processes that need some 
improvement and create happy customers that stay with you.
Service | Feedback Surveys
Service Hub Professional & Enterprise
57
HubSpot &MODX.
58
HubSpot & MODX.
HubSpot & MODX
MODX and HubSpot, two powerful platforms that we can awlessly
integrate.
The MODX Content Management System gives you the freedom 
to create unique digital platforms. Simultaneously, the next-level 
marketing and sales toolkit HubSpot provides you with all the tools 
to personalize this digital platform for your audience. Take these 
two platforms together, and you achieve your goals, turn leads into 
customers, and customers into evangelists.
Integrate MODX and HubSpot in two ways
• HubSpot API: The exibility of the MODX CMS allows us to 
integrate HubSpot with MODX fully. The HubSpot API lets you add 
chat, meeting planners, forms, and CTAs to your platform and get 
started with personalization and contextual marketing, right from 
within the MODX CMS.
• HubSpot Extra: The MODX plugin allows you to add HubSpot 
tracking to your MODX platform.
Combine HubSpot and MODX
•  Get a powerful collaboration of strategy and technique
•  Create content in a reliable multichannel platform that integrates 
with all software packages for CRM, ERP, PIM, and much more
•  Discover a next-level marketing and sales platform for CRM, email 
marketing, personalization, social media management, ads, and 
automation
•  Create personalized and unique experiences on a fast, secure, 
ndable, and scalable platform
•  Manage all digital products in one place, such as websites, web 
shops, intranet, and digital signage 
•  Achieve your goals, turn leads into customers and customers into 
promoters
Experience HubSpot in MODX with our HubSpot demo! Schedule your 
HubSpot demo at sterc.com/hubspot-demo.
59
In addition to complete integration with HubSpot, we’ve also created a 
MODX extra that lets you add HubSpot tracking to your platform. This 
plugin is called the HubSpot for MODX Extra. 
Discover which pages people visit and nd out which content is 
important to each unique visitor. Track anonymous visitors on any 
platform and in any language until they’re loyal customers.
Find out more about MODX extras on our MODX Extras-page. But be 
warned, it could get pretty technical there!
MODX & HubSpot | HubSpot API & Extra
HubSpot Extra.HubSpot API.
The HubSpot API allows you to integrate HubSpot with MODX fully so 
that you can benet from HubSpot’s features within the MODX CMS. 
Get started with live chat, chatbots, forms, meeting planners, and 
CTAs and personalize your MODX platform with all data saved in your 
CRM.
Use this data to help leads and customers in the best way possible and 
get them to the right content quickly. Personalize pieces of content 
or complete web pages. You can show specic CTAs based on your 
visitors’ lifecycle stage or personalize content based on the visitor’s 
weather and location. Show a menu with summery cocktails when it’s 
sunny, and show your best teas when it’s raining.
You can personalize content based on the visitor’s lifecycle stage, lead 
status, location, persona, and much more. The HubSpot API lets you 
decide what you want to show each unique visitor. You’ll turn leads 
into customers or promoters while working with the powerful MODX 
CMS.
(Web) apps
Integrations
Career site
Web2print
Roles & Permissions
Secure
Multi-language
Fast
Scalable
Content blocks
SEO
User-friendly
Responsive
Open source
QR & NFC
Intranet
Digital Signage
E-commerce
Multichannel
Socials
Personalization
Email marketing
Contextual
marketing
(progressive)
forms
Fly-out forms
CRM
60
HubSpot MODX
More HubSpot?
We would love to tell you more! Call Bas on 
+31 6 485 515 71
Or send an email to
[email protected]
Y
ou can also schedule a call via
sterc.com/hubspot-demo
All links:
sterc.com/en/products/hubspot
sterc.com/hubspot-demo
sterc.com/en/blog/funnels-and-flywheel
hubspot.com/make-my-persona
sterc.com/en/blog/experience-journey
answerthepublic.com/
sterc.com/en/downloads/experience-journey-framework
sterc.com/en/products/hubspot/marketing-automation
sterc.com/en/blog/online-personalization
sterc.com/en/blog/website-personalization
fool.com/investing/2016/06/19/how-netflixs-ai-saves-it-1-billion-every-
year.aspx sterc.com/en/blog/marketing-hub
sterc.com/en/blog/sales-hub
sterc.com/en/blog/service-hub
sterc.com/en/blog/support-chat
sterc.com/en/blog/conversational-chatbot
sterc.com/en/products/integrations/hubspot-modx
sterc.com/en/modx
sterc.com/en/products/hubspot/hubspot-api
https://sterc.com/en/modx/extras