FiredUp! - The Startup Marketing Podcast
FiredUp! is the show for marketers working in early and late-stage startups. Each week, we walk through fresh strategies and tactics to build brand and drive demand for your startup. Featuring interviews with marketing leaders, our take on the latest trends, and practical tips about PR, content marketing and growth marketing, we promise plenty of signal with some noisy fun along the way.
FiredUp! is hosted by the team at startup marketing agency, Firebrand. Learn more at firebrand.marketing today.
FiredUp! - The Startup Marketing Podcast
Unlocking The Full Power of HubSpot with Fiona Smith
Is HubSpot causing more headaches than pipeline? Many startups and scale-ups fall into the trap of improper setup, leading to chaotic workflow creation and a dysfunctional marketing-to-sales handoff. On this episode of FiredUp!, we dive deep with Fiona Smith on how to unlock the full power of HubSpot. Learn the best practices for setting up scalable life cycle stages, integrating with tough systems like Salesforce, and creating a continuous feedback loop that drives true customer retention and growth. This week, episode 110 of the FiredUp! podcast is about unlocking the full power of HubSpot!
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In this episode of the FiredUp! podcast, Fiona Smith shares common mistakes startups make when setting up HubSpot for the first time and actionable steps you can take right now to get the most out of your data.
Fiona Smith is a marketing automation and life cycle consultant. Fiona specializes in helping growing organizations establish clean data foundations and strategic processes for their marketing tech stack. She brings an essential perspective on customizing HubSpot for success, ensuring that a business's unique sales process is reflected accurately in its life cycle stages and lead scoring.
Fiona, Morgan, and Nicole discuss:
- Avoid the "False Economy" of DIY Setup: The biggest mistake is setting up HubSpot to solve a current problem rather than viewing it as a scalable tool. It is significantly less effort and cost to set up your data and flows correctly in the beginning than to fix "dirty data" 12 months down the road.
- Customize Your Life Cycle Stages (Don't Go Out-of-the-Box): Out-of-the-box life cycle definitions are rarely a one-size-fits-all solution. Before touching scoring, identify your successful sales process and adjust the stages (MQL, SQL) to align with your business's definitions—especially critical when using a Salesforce integration.
- The Handoff is a Group Project, Not a System Task: The marketing-to-sales handoff must start with a documented agreement between the teams on what actions and intent signals truly constitute an MQL. Without this clear process, sales will reject leads and your high-value prospects will be lost in the churn.
- Go Beyond Basic Lead Scoring: True lead scoring cannot be based solely on simple activity (like email opens). To be valuable, scoring must be paired with external intent signals from outside the HubSpot universe (like Google or LinkedIn) and correctly use the integration with your CRM to track pipeline velocity.
When was the last time you met with your sales team to review the quality of your MQLs? Commit to that review this week!
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Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
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