5 HubSpot Features You're Probably Underutilizing
HubSpot is packed with powerful features, but many users aren’t tapping into its full potential. If you’re using HubSpot daily but feel like there’s room to improve, you’re probably missing out on these five game-changing tools:
1. Custom Workflow Automation
Many users know about workflows, but few leverage them beyond basic email nurturing. You can use workflow automation to:
Trigger internal notifications when a deal moves stages.
Assign tasks automatically to your sales or service teams based on specific actions (e.g., a form submission).
Enforce SLAs by setting reminders or escalations for overdue service tickets.
Tip: Start small by automating repetitive manual tasks, like assigning leads based on territory or sending follow-up emails after events.
2. HubSpot’s Smart Content
Smart Content personalizes website pages, emails, and CTAs based on visitor behavior, lifecycle stage, or demographics. While many marketers stick to generic messaging, tailoring content can skyrocket engagement.
For example:
Dynamic CTAs that display different offers for leads vs. existing customers.
Localized messaging for specific regions or languages.
Custom blog banners targeting prospects based on industry.
Tip: Create personalized thank-you pages for downloads—acknowledging the visitor by name and recommending next steps.
3. Property Calculations
Often overlooked, custom property calculations let you automate complex formulas directly in HubSpot. Examples include:
Calculating average deal size by dividing total deal revenue by the number of closed deals.
Determining customer profitability by tracking the cost-to-revenue ratio.
Tracking sales velocity using metrics like deal amount, time, and likelihood to close.
Tip: If you’re tired of exporting data to spreadsheets, use calculated properties to analyze and make decisions directly in HubSpot.
4. Sales Playbooks for Reps
HubSpot's Playbooks tool is a lifesaver for training and scaling your sales team. Playbooks provide a centralized, step-by-step guide embedded directly in the CRM. They’re great for:
Standardizing discovery questions or objection-handling techniques.
Helping new reps quickly get up to speed with proven strategies.
Sharing negotiation tips and pricing FAQs without interrupting workflows.
Tip: If you don’t already use Playbooks, start by mapping out the top five sales questions your team struggles with and build from there.
5. Custom Reporting Dashboards
While most teams rely on HubSpot’s default dashboards, the magic lies in building custom reports for your business KPIs. Advanced custom dashboards let you:
Combine marketing, sales, and service metrics into a single view.
Visualize conversion rates across the buyer’s journey.
Track team productivity with tailored activity or ticket reports.
Tip: Experiment with funnel reports to see where prospects drop off, and then adjust your strategy accordingly.
Final Thoughts
HubSpot is more than just a CRM—it’s an entire ecosystem designed to grow your business. By diving into these features, you’ll not only save time but also create seamless experiences for your team and customers.
Not sure where to start? Let’s figure it out together.