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Inbound Marketing Blog

    How To Use HubSpot Defensively Against Competitors

    Posted by Bill Faeth

    Defend Against Your Competitors With HubSpot

     

    competitive blogging

    One of the key rules of marketing is to ensure you are communicating with the right people, those that can positively influence sales.  The Prospect Tool in Hubspot has allowed us to do just that.  Having visibility to the visitor to our site gives us great insight.  Being able to see what keywords were used, how the site was accessed, and then what pages were viewed gives us actionable information.

    Like most companies we use this marketing information to pass on to our sales team in order to close potentially hot leads.  It’s proven to be a great tool that both the sales team and customers appreciate. 

    The Prospect tool also helps us identify toxic leads.  We define a toxic lead as a competitor, someone trying to take our sales or disrupt our process.  With various analytic tools we’ve watched theses toxic visitors access the site, download information, and fish for competitive information chatting at length with our customer care representatives. 

     

    Here is how we used the HubSpot Prospect tool to combat our toxic leads that were having a negative influence on sales and profits.

     

    Block PPC:  While less than 20% of our traffic comes form PPC (down from 50% before blogging) all of the toxic leads seemed to access through paid advertisements.  Not only were they accessing our site searching for competitive information, but we were in essence paying for them to do it.  We easily went into Google Adwords and blocked all competitors IP address saving an estimated $300 annually.

    Block Chats:  To better service our e-commerce customers we provide live chat on our web site.  For most customers the questions are similar as they find the best option to crutches.  The chat is typically brief and focused.  In reviewing the chats we were able to find many associated with a competitors IP address.  Theses toxic chats tended to be long and detailed, tying up our staff from servicing real customers.  In our chat software we were able to block all IP addresses we identified as toxic leads in the Prospect tool.

    Block Site:  To combat recent attempts to hack of our website, we began using a service that looks to identify, challenge and block suspicious or known dangerous IP addresses.  Additionally it has a feature that restricts all traffic from IP address we input.  The toxic leads identified in the Prospect tool were blocked.  Now our competitors can’t access our site through their company’s internet.

    Does this stop access from toxic leads that wish to do us harm?  Of course not!  They can do it all from home, their phone, or the coffee shop down the street.  They can search our site, chat with our reps and even download our newest offer.  What the Prospect tool in HubSpot has allowed us to do is take actions to make it easier to identify and connect with those who potentially want to work with us, while making it harder for those who potentially want to work against us.

    This is a guest blog from Tom Schwab, President of Goodbye Crutches, the nation’s largest e-commerce retailer of alternatives to crutches.

    image credit: freedigitalphotos.net/rawich

    Topics: HubSpot