How we use HubSpot to drive our daily operations

When we talk about HubSpot, we're not just talking about a tool that we offer our clients – it's also a tool that we ourselves use on a daily basis. In this article , Pontus Arvidson, Partner & Team Lead for HubSpot at Mild , shares how we use HubSpot to optimize our business processes and improve collaboration between the sales, marketing and support teams. Gain insight into how we work, which features make the biggest impact, and how HubSpot has become the heart of our lead management.

For us, HubSpot is much more than just a CRM – it’s the hub that unites our sales, marketing, and support activities. With HubSpot, we have full control over all our leads, from the first contact to closing the deal, and we can also provide our customers with first-class service and support. A simple example is having a consolidated list of all incoming leads, which means we no longer have to search through different inboxes or directly in WordPress for inquiries.

We also use HubSpot to send NPS surveys and gain insights into what our clients think, allowing us to act quickly on feedback and continuously improve our services.

For our sales team, HubSpot is indispensable. All sales calls are initiated directly from the system via an integration with Aircall, where we have full visibility into new leads and can track their journey from the first contact to the final deal. With HubSpot, we can easily implement Account-Based Marketing (ABM), which means targeting our sales efforts toward specific, high-priority accounts. By focusing on selected audiences and using tailored communication, we can maximize the value of our business opportunities.

We’ve also built smart automations to ensure no leads fall through the cracks. For example, our notifications are triggered when a lead, whom we may have contacted months ago, suddenly revisits our website. The responsible salesperson receives an automatic message and can follow up with the lead immediately.

We have full insight into how many inquiries we receive, where the leads come from, how many meetings are booked, and how many calls are made. With automation and pipeline management, we always have full control over the sales process, making our sales team both more efficient and proactive. HubSpot gives us clear data, making it easy to analyze and optimize our processes.

On the marketing team, we use HubSpot to manage our entire lead generation and execute targeted campaigns based on Account-Based Marketing (ABM). This allows us to create carefully selected target audiences for our marketing efforts, enabling us to tailor messages and advertising to reach the right customers at the right time.

We also use HubSpot to schedule our newsletters and social media posts, saving time and ensuring that we stay active and relevant. We also run targeted lead campaigns, where we use HubSpot to create specific audiences based on behavior, interests, and previous interactions. This allows us to tailor our messages and maximize the effectiveness of our marketing efforts.

Another crucial part of our work is that HubSpot provides detailed statistics and follow-ups. We can easily track how our campaigns are performing and adjust them in real-time to optimize results. By analyzing traffic sources and lead behaviors, we gain insights that allow us to continuously improve our strategy.

One of the biggest advantages of HubSpot is how we can also integrate our support team through Service Hub. With Service Hub, our support team can quickly and smoothly handle incoming inquiries, track customer interactions, and stay on top of everything from technical issues to ongoing management.

Since our entire team has access to the same customer data and history, we ensure that every customer receives consistent and personalized service. Whether it’s someone from sales or support talking to a customer, we always have full visibility into previous inquiries, NPS results, and other critical information. This ensures that no information is lost, and we create synergies across all teams.

By using Service Hub, we can also automate certain support processes, freeing up time for our team members to focus on more complex tasks and ensuring that all customer inquiries are handled quickly and accurately.

HubSpot is not just a tool for sales and marketing but also a vital CRM that gives us a complete overview of each customer and potential client. We use HubSpot to collect NPS scores, meeting notes, and other important information, ensuring that everyone at Mild always has access to up-to-date and accurate information.

This ensures that we never lose touch with our customers – whether it’s an ongoing dialogue or someone who has changed jobs and titles at their company.