Welcome to the Hubspot Guide

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Need for the field is to make sure an account is being closed.

Deal type

New - These are Deals that are new to our company. The easiest are new leads that come in that have never booked business with us before. Edge cases include: Customers that used to work with us, stopped, and then came back to use years later.

Existing - These are most often renewals or Companies returning after a short time.

Upsells and Add Ons - These are cross-selling and upselling into Deals that are already in existence. It’s usually best to amend these service dates to match the Deal that they’re adding onto.

For example, if a customer’s current Deal has service dates of 1/1/2024-12/31/2024, and in Spring they request additional features, the add-on would be for dates, say, 4/1/2024-12/31/2024 and then the services would be merged and represented in one Existing Business Deal for 2025.

Yearly Intake

This is the estimated number of animals being accepted by the shelter in the time period covered by the Deal.

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Click to view your New Leads.

https://www.loom.com/share/148be67cb1b64b12bf6ba33e7e131cec

Starting in September, Leads that come into the system will have a Lead Status: New. When a salesperson begins working a lead, the rest of the team needs to know that certain criteria have been met. Therefore, a Contact being worked should be marked as Lead Status: In Progress. At Pet Loyalty, please always do the following when accepting a new Contact and marketing it In Progress:

1. Identify Contacts - Filter by:

   1. Contact Owner is: Me

   2. Lead Status is: New

2. Research and Enrich Contact record

   1. Add LinkedIn Bio to their profile

   2. Add Job Title to Contact record

   3. Confirm shelter link in their Company record

3. Enroll in an email sequence or call to follow up

4. Only after this is done, update Lead Status: In Progress

Manage In Progress Leads

https://www.loom.com/share/2bfa9267b79046a492bd39ae24eee509

1. Identify eligible Contacts - Filter by:

   1. Contact Owner is: Me

   2. Lead Status is: In Progress

   3. Lifecycle Stage is: Lead, Marketing Qualified Lead

2. Scan for engagement

   1. Last page seen

   2. Last email clicked

3. Scan for value

   1. Yearly Adoptions

   2. Job Title

   3. Phone Number

4. Actions

   1. If no engagement, update Lead Status: Open.

   2. If engagement or value: Send thoughtful communication or phone call.

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1. Name the deal -
   <Company Name> - <Product (Adopets or ShelterBuddy)> - <Time Period>.
   “Animal Welfare League of Arlington - ShelterBuddy - 2023”

2. Add Amount - We should have enough information to ballpark an amount. We can narrow it down later. If you need a placeholder, put our average contract value in this space or multiply their adoptions by our expected income per adoption.

   1. Add the Currency, which is just their locality

3. Add all associated Contacts to the Deal record.

4. Add an Associated Contact Engage Date - This is a 🔑 key field and can only be done manually. This is the date that the initial contact reached out to us. For new Deals that’s simple: it’s the create date of the Contact. But for referrals or recurring business it’s the date that the person reached out and said “hey, we’d like to extend a year or add a feature,” and that requires human touch.

5. Estimate the Close Date (Hubspot default is the final day of the current month, but update this manually based on what you’ve learned about the deal or based on our average sales cycle length. This is important for follow up).

6. Enter the Products Subscriptions field for what product or feature set the person is evaluating.
   NOTE: Please maintain separate Deals for Adopets and ShelterBuddy opportunities. Why? Adopets recognizes variable revenue in hindsight, SB forecasts predictable revenue. Each has a different customer success cadence.

Engaging Opportunities

Under construction - This will eventually be a ‘structured routines’ guide on how to manage many Deals with a sense of personalization.

https://www.loom.com/share/c4d3728366754e87b19cf9d01a87f20f

Sending a Contract

1. Enter the Contract Start Date (Launch Date)and Contract End Date (Contract Renewal)

2. Ensure the product or quote in Hubspot matches what’s being sent to the prospect.

3. <use an IF/THEN contingency in the communication>

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