Upfront, let’s take the time to document your existing marketing and sales process as well as any opportunities you see for improvement. 

L2 will conduct a discovery audit. We will sit with key stakeholders to discuss how the company operates, its current business development processes and its ongoing customer support needs. 

We can also advise on process and HubSpot best practices.

The agency will compile its findings in an executive summary with a process flow diagram, and then submit for internal stakeholder review and comments.

With processes established, the next step is to define the data required to power your operations.

This process starts by reviewing and cleaning up existing HubSpot data. The initial cleanup is done within a Google Sheet where stakeholders can collaborate. 

How data is collected, when and how often will be detailed, as well as any custom integrations needed for accessing third-party data. 

Mirrored data points (or matching properties across multiple HubSpot objects) will also be identified along with the automation to keep them synced.

For advanced HubSpot systems, custom objects may be required to track information that doesn’t naturally fit in HubSpot. 

As part of this process, an entity-relationship diagram (ERD) will be created to define:

• Each HubSpot object.

• How they are used.

• Their primary and secondary properties.

• How they associate with other objects.

With discovery and data strategies in place, it is time to start the HubSpot setup and configuration process. 

L2 Digital will configure and activate settings and features within HubSpot to align with your brand and desired process flow. 

Following is a list of the standard items included in this project (depending on your HubSpot account).

System & CRM

• Brand styling

• System setting configuration

• Bot and internal traffic filters

• Domain connection support

• Contact clean up and import

• List segmentation 

• Custom properties

• Email sending domain setup

• Contact and company record customization

• Team setup

• Custom integrations

• Custom objects

Service Hub

• Communications inbox and email integration

• Service ticket pipeline customization 

• Ticket record customization

• Email templates

• Canned snippets

• Notifications

• Ticket assignment automation

• Ticket delay alerts

L2 Digital will collaborate with your team to build the reporting dashboards needed to demonstrate marketing and sales performance. 

Using HubSpot captured data, the agency will configure specialized reports to show performance for key metrics. These reports will then be combined in custom dashboards to tell an important part of the overall performance story. 

Armed with these reports, you will be able to:

• Monitor performance.

• Evaluate professionals.

• Evolve programs.

L2 Digital will host team training sessions to introduce your marketing, sales and service managers to the HubSpot platform. 

Often one walkthrough won’t be enough, which is why L2 Digital will also provide detailed process checklists and short videos explaining critical parts of the system. These reference materials are also ideal for training new hires. Examples may include: 

• Creating, reviewing and updating records. 

• Logging calls and emails. 

• Prioritizing follow-ups and managing tasks.

• Managing deals. 

Finally, L2 Digital will also provide a dedicated meeting link to share with your team. Any team member can schedule time with L2 to receive one-on-one coaching or support.

Even with the best planning, only after a team is fully embedded in a new CRM and indoctrinated in the evolved process will we uncover information or process gaps. 

To ensure your project is a success, L2 Digital includes time to support, update and correct any unforeseen issues that need addressing.