Any marketer that has been around the block knows that “drive by requests” or other last minute, ad-hoc requests, can be distracting and take you away from completing campaigns or projects that really matter. That’s why I use project management software in my business. Good project management will help you launch campaigns more quickly, better manage all the moving parts, and ensure individuals in other departments or companies are doing what they need to for your campaign to be successful.
Hubspot is a very powerful tool in that it allows you to automate SO much of your marketing and sales efforts. It’s made even more powerful if you tie it into a project management tool via Zapier. This article highlights 15 reasons to sync Hubspot and Trello.
I often use what my clients are using: Trello, Podio, Asana, etc. My favorite is Podio, but since the most up and coming tool is Trello, I’ve based this article around Trello. Note, however, that you can be using any of these solutions because they all integrate with Zapier.
While most of my articles have guides illustrating how to setup Hubspot, Zapier and the third tool, because there are SO many different project management tools in Zapier, and dozens of ways to benefit from those integrations, I’m instead focusing on the reasons to sync Hubspot and Trello.
Here are 15 reasons to sync Hubspot and Trello
1. Schedule follow-up with key employees
If a prospect or customer takes a certain action you can create a task for someone to follow up with that customer. For example, if a site visitor interacts with a web app in a certain fashion, you can alert the project manager of the web app so they can reach out and ask about the user experience.
2. Pro-actively reach out to new customers for service calls
If a customer visits an FAQ page or a knowledgebase page on your website you can have a customer service rep pro-actively call out to the customer and offer assistance. It’s as easy as automagically placing a task card on the customer service agent’s Trello board!
3. Sync errors
Because many companies using Hubspot are not using SalesForce (the only natively supported CRM) there have been custom integrations with their internal databases or CRMs to make Hubspot work. This can lead to errors. About half of my clients that have made custom integrations like this with either Hubspot, Marketo or Eloqua have had problems where data isn’t syncing the say it should. If your development team is using Trello, Podio, Asana or some other task management tool then you can setup automated tasks that are created when a Hubspot workflow or list has identified a sync problem. This may be one of the best reasons to sync Hubspot and Trello (or whatever task management software you use).
4. Customer advocates unsubscribing
Hubspot is excellent at managing segmented lists: prospects,customers, customer advocates, etc. Customer advocates are powerful allies for your company, and they take considerable effort to create or find. Once you’ve got a customer advocate you don’t want to lose them. With Hubspot you can set up a list to watch for these advocates and monitor if they’re unsubscribing to your marketing touches or newsletters. If they do unsubscribe, you likely want to know so you can reach out to them and see what’s up. When these individuals unsubscribe you can create a task in Trello for whomever manages your customer advocates.
5. Closed Deals for Targeted Customer Case Studies
One of my clients was building out a few dozen customer case studies for specific industries. They had a few targeted industries that didn’t have any case studies yet. To help them better connect with new customers within these industries we set up a workflow in Hubspot that adds new customers from this industry to a Trello card for the inbound marketing manager to follow up with.
6. Train new sales reps in best practices
Most successful sales organizations will have a CRM. While there are dozens of great reasons to sync Hubspot and Trello, replacing a CRM is NOT one of them. However, a CRM is very good at helping sales reps that know the process already. CRMs are not traditionally good at training the sales rep on best practices. This is where Hubspot and Trello come in. As prospects engage with your website, content or emails in a certain fashion, you can automatically create tasks for the new sales rep to correctly follow-up.
7. Call attention to big, record deals
For example, if a record deal comes through put a new card on your CEO’s Trello board letting him know that he should reach out to the new customer directly, thanking him for his business.
8. Share contact details with a partner
There are many cases where you’ll need to share contact details of a prospect with a partner. While there are numerous methods to do this, one of the easiest reasons to sync Hubspot and Trello is if your partner is already using Trello. Simply create a shared Trello board with them and drop relevant contacts into it automatically as they engage with your content, sign up for an event, click through a particular article in a newsletter, etc.
9. Identify and follow-up with at risk customers
If a customer visits a “how to cancel your service” type page you could put a task on the Trello board of your retention specialist to individually reach out.
10. Study your engagers
For example, if someone repeatedly, week after week, clicks through your newsletter and actively reads your content you can create a task card for your inbound content manager (or whomever manages your newsletter) to evaluate the individuals Hubspot profile and see if it would make sense to reach out to the prospect and see what’s behind their behaviours and gather feedback on how to make more your content more likely to get more of these advocates.
11. Bring old customers back
Send out a direct mail piece with a personalized url to old customers, and as they engage to a certain depth on your content you can create a task for their original sales rep to reach back out to them and see if they can bring them back on as a customer again.
12. Segment contacts into lists for external parties
In helping the product development team at one client company develop customer personas for their different products, I relied heavily on their Hubspot instance to get them the data they needed. They were an organization that relied on Trello quite heavily, and so what I could have done was say “if a contact meets these criteria” then classify them into this column in this Trello board. Then the product development team could have worked out of Trello as they were already comfortable doing.
13. Call for more content that is working
As high value customers continue to engage on the same content it’s obvious that you need more of that kind of content, right? You can setup lists and workflows in Hubspot to identify these high value interactions and put tasks in Trello for your content creation team to give you more similar content.
14. Audit your lead scoring
I’ve built lead scoring for several clients, and every time the onus is on the creator to prove that their scoring works. This can be done with some complex analysis in the CRM, comparing closed won groups to closed lost groups and their lead scores. However, you can use Trello as a mechanism to help with the initial lead scoring audit and with continual audits. Simply have Hubspot create a Trello task card for anyone who meets a super high threshold, or dips below to a really negative threshold after the were high. The task card could be to audit that individual, to check and see if they closed into a deal, or even to reach out to the individual for some voice of customer analysis.
15. Get super personal with industry influencers
One of Hubspot’s strengths over competing marketing automation tools is it’s ability to identify a contacts social profiles. As you use this strength you’ll find that you can identify key influencers in your target industry. From there, as they engage with your content you can create Trello tasks for your social media manager to reach out to the influencer so you can further leverage their network. This is one of the best reasons to sync Hubspot and Trello through Zapier. As you increase your influencer base, you’ll see more and more deals.