At HubSpot, buyer expertise comes first. All the time.

Whether or not our advertising and marketing group is choosing a time at which to ship an e mail or our internet group group is selecting the dimensions and placement of a button on our homepage, the query we at all times return to is: “Will this be a very good expertise for our prospects?”

As HubSpot’s Chief Product Officer, this customer-first precept is my guiding mild on the subject of product improvement. And it is the explanation why we do not purchase expertise after we need to ship a brand new product to our prospects. We construct it.

This build-first strategy is turning into more and more uncommon in our trade. Conventional SaaS corporations have a tendency to accumulate different corporations once they need to considerably broaden their product choices or shortly enhance their buyer base. This could generally result in a fast uptick in income — in spite of everything, when an organization buys one other, it acquires all of its prospects — nevertheless it’s usually a really adverse expertise for the shopper.

When two fully totally different methods are cobbled collectively after an acquisition, the burden of constructing them work collectively is foisted onto the shopper. Every firm in all probability took a totally totally different strategy to product improvement, leading to totally different underlying expertise, totally different processes, and totally different consumer interfaces.

Reconciling these variations with out inflicting friction for purchasers is an nearly unimaginable job. And when SaaS corporations apply this strategy over time, the friction accrues, technical debt goes by the roof, and the shopper expertise steadily degrades in consequence.

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This strategy solves for the corporate implementing it, not the purchasers it is speculated to serve. That is why we do issues otherwise at HubSpot. In spite of everything, it is not like us to observe the group.

When most corporations had been doubling down on the outdated outbound playbook, we championed inbound approaches as a substitute. When most companies had been questioning whether or not distant work might ever work, we noticed the proportion of HubSpotters working from dwelling hit double digits lengthy earlier than 2020 pressured everybody’s hand. And whereas our trade was nonetheless furiously centered on funnels, we embraced the flywheel.

We’re totally different. It is in HubSpot’s DNA. It is even mirrored in our firm mission: we assist organizations develop higher. Not develop based on the established order. Not develop by adhering to age-old playbooks. Develop higher.

Simply as we imagine there’s a greater approach to develop, we additionally imagine there’s a greater approach to construct. That is the place the Major Colours are available in.

Meet the Major Colours

Our strategy to product improvement is straightforward, and it permits us to create multiplicative advantages for purchasers that no different CRM platform affords. We concentrate on 5 foundational parts that span all of our merchandise, and we work at bettering every one among them, all the time. These parts are: Automation, Content material, Knowledge, Messaging, and Reporting. We name them “Major Colours.”

Each one of our Hubs – CMS Hub, Advertising and marketing Hub, Gross sales Hub, and Service Hub – contains a unique mix of the 5 Major Colours, which means that each product on our platform is constructed on the identical underlying basis.

So when the product group exhibits as much as work day by day, the query we ask ourselves is not “Which Hub or function will we work on right now?” It is: “Which Major Shade will we improve?”

Because of this, after we add worth to 1 space of HubSpot, worth is mechanically added throughout all the CRM platform. And that enables us to ship a gentle stream of enjoyment to all of our prospects on an ongoing foundation.

Listed below are 3 ways through which this strategy permits us to supply distinctive worth to our prospects within the crowded CRM market:

1. Steady enchancment throughout the platform.

“HubSpot is the right, always-improving advertising and marketing software program” – review on G2

The identical 5 Major Colours go into constructing every HubSpot product, so after we enhance one Major Shade, we enhance each Hub. And each buyer of each HubSpot product sees an instantaneous profit, no matter a part of the platform they use.

As an illustration, after we spend money on making Reporting in Gross sales Hub extra strong, this robustness ripples out to each Reporting device throughout the HubSpot CRM platform. So Advertising and marketing Hub prospects who use our Reporting instruments profit, Service Hub prospects who use our Reporting instruments profit, as do CMS Hub prospects — all as a result of we invested in bettering only one Major Shade.

2. Simple adoption of latest merchandise.

“We shortly adopted the Gross sales Hub Professional and Advertising and marketing Enterprise for our rising wants. It has been among the finest choices now we have made” – review on G2

Since all of our Hubs are constructed on the identical Major Shade basis, our prospects can count on a well-known, quick, and pleasant consumer expertise each time they add a brand new function or product to their tech stack. This implies prospects can get pleasure from the advantages of every new addition instantly, with no time misplaced to coaching, integration, or new-system frustration.

As HubSpot’s co-founder, Dharmesh Shah, places it: “Our prospects’ time-to-joy is decreased.”

As soon as a buyer learns how you can use Automation in, say, Advertising and marketing Hub, they immediately understand how Automation works in all of HubSpot’s merchandise throughout the CRM platform. In order their firm scales and provides new merchandise, options, and integrations to their tech stack, they will count on consistency, not complexity.

They do not need to relearn how Messaging works or how Knowledge is saved each time they add a brand new Hub — one thing they might probably need to do in the event that they had been working with a system that had been cobbled collectively by acquisitions or in the event that they use totally different instruments for various customer-facing groups.

3. The power to run a complete enterprise on a single platform.

“I can handle the web site, CRM, e mail advertising and marketing and all different efforts in a single single place. This permits me to have a single location for all my knowledge Reporting and have a single supply of reality” – review on G2

With HubSpot, fast-growing corporations can run their complete enterprise on a single system, as a result of HubSpot affords the identical insights and energy to entrepreneurs, salespeople, and repair professionals alike.

And when all groups at an organization are figuring out of the identical acquainted system, silos crumble, knowledge is centralized, and knowledge flows freely. The entire group has entry to the identical beneficial insights, permitting them to know their prospects higher and ship a seamless expertise throughout each touchpoint.

For instance, when an organization’s advertising and marketing group makes use of Advertising and marketing Hub and its gross sales group makes use of Gross sales Hub, each groups acquire entry to the identical buyer knowledge in a centralized CRM. And since each Hubs provide an identical performance for recording and storing Knowledge, it turns into equally simple for every group to entry not solely the information they generate, but in addition Knowledge the opposite group generates.

This offers entrepreneurs and salespeople a holistic view of the shopper, enabling every of them to tailor their techniques and personalize their outreach. If a prospect is displaying specific curiosity in advertising and marketing content material a few sure function, the gross sales group can see this info within the shared CRM and can know to concentrate on that function on their subsequent name with the prospect.

They needn’t wait on a advertising and marketing report or depend on an impersonal script – they will personalize their outreach and hone in on a prospect’s particular areas of curiosity, all on account of each Hubs being constructed on the identical basis.

Constructing In another way, Rising Higher

The challenges that corporations face in 2021 are new, so our strategy to constructing our merchandise must be new as effectively. With the rise of the hybrid office, we’re all discovering our work lives intersecting our dwelling and household lives, too. That raises the bar on what we count on from enterprise software program.

Folks use HubSpot to energy their companies, to offer for his or her households, to assist their communities thrive, and in lots of instances, to make the world a greater place.

It is now extra essential than ever that our CRM platform expertise seems like one thing you’d use on the weekends, not simply Monday morning.

That is why we’re fiercely dedicated to constructing software program that has enterprise-grade energy mixed with consumer-grade intuitiveness and an expertise as pleasant as that provided by the apps all of us use in our private lives.

At HubSpot, our bar is ready by what our prospects want, not what our opponents have performed in previous many years. With the 5 Major Colours powering our platform and our unwavering dedication to by no means compromise on buyer expertise, we’re excited to proceed to assist our prospects develop higher in 2021 and past.

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