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HubSpot Onboarding in South Africa: A Strategic Approach for Local Businesses

Written by
Luke Marthinusen

Implementing HubSpot properly can lead to significant enhancements in customer relations and digital marketing outcomes for South African businesses. Local HubSpot experts bring a wealth of knowledge to the customer onboarding process. Localization ensures that strategic guidance is appropriate and businesses effectively utilise HubSpot's capabilities.

In this article, I aim to share my experiences and professional advice as a leading HubSpot partner on onboarding tailored for South African businesses.

In 2023, we completed over 90 HubSpot onboardings for South African businesses.

  • Around 20% of these were Marketing Hub only;
  • another 30% were Sales Hub only;
  • 30% were Marketing Hub and Sales Hub onboardings;
  • and the remainder (20%) were full CRM suite implementations.

What is HubSpot Onboarding?

HubSpot Onboarding involves setting up and optimising the HubSpot CRM, inbound marketing and automation tools to align with your business processes. It's a critical phase where businesses can lay the foundation for successful digital marketing, sales processes, and customer relationship management.

The Importance of Localised Onboarding

Successful customer onboarding of HubSpot in South Africa requires the following:

  1. Cultural Relevance: Understanding the unique cultural and business landscape of South Africa is crucial. Localised onboarding ensures that marketing and sales strategies are culturally relevant and resonate with the South African audience.
  2. Economic Context: South Africa's diverse economic environment requires a tailored approach to CRM implementation, considering various economic sectors and their specific needs.
  3. Compliance with Regulations: Observance of South African data protection laws, particularly the POPIA, remains a pivotal aspect of onboarding.

Steps for Successful HubSpot Onboarding in South Africa

  1. Initial Assessment: Evaluate your business needs, marketing goals, and CRM requirements specific to the South African market.
  2. Customised Setup: Tailor the HubSpot setup to align with your business processes, considering local market dynamics.
  3. Training and Support: Provide comprehensive training to your team, focusing on the features most relevant to South African businesses.
  4. Integration with Local Platforms: Integrate HubSpot with other local platforms and tools commonly used by South African businesses.
  5. Ongoing Optimisation: Continuously optimise HubSpot usage based on local market feedback and performance metrics.

Challenges and Solutions in South African Context

In practice, the success of embedding HubSpot within South African companies largely depends on careful consideration of the region's diverse cultural and economic landscapes.

A localised customer onboarding strategy, one that is attuned to the region's distinctive characteristics, not only complies with local legislation but is also key in crafting resonant, impactful marketing campaigns.

Businesses can truly benefit from HubSpot's full suite of features when onboarding is tailored to meet the specificities of the local market, allowing for CRM and marketing ventures that are effective, streamlined, and culturally aligned.

Onboarding Costs in the South African Market

The expenses related to setting up HubSpot in South Africa can vary significantly. Depending on the level of service selected, businesses might opt for:

  • Direct onboarding through HubSpot.
  • Partner onboarding via a [local] partner.
  • Advanced onboarding with a [local] partner for more complex needs.

Cost structures typically take the form of one-time fees, which can be influenced by the specific requirements and business size.

A word about Direct Onboarding

Hubspot's onboarding services, or direct onboarding, can be less expensive than partner onboarding, but the onboarding team can often be young and inexperienced.

Additionally, you will be required to do everything yourself. The HubSpot team will only advise on what is possible and will not give any strategic guidance or assistance.

They will never log into your HubSpot software and help you do the work of setting your HubSpot software up. 

Using HubSpot for Onboarding Procedures

Yes, HubSpot's platform is designed to facilitate customer onboarding with its project tool.

At MO Agency, we've structured our onboarding into the project tool. Each onboarding session will have its own mini-project with homework, tasks and milestones. These projects are left in your HubSpot portal for easy reference after onboarding. 

It provides tools and resources to guide new users through the setup and integration of HubSpot's software into their business operations.

You can use these projects to onboard new staff that join your team well after the onboarding is completed. 

Time Frame for Onboarding Completion

The time needed to fully onboard with HubSpot can differ based on various factors, such as:

  • How quickly the necessary assets are assembled.
  • The complexity of the customer's needs.
  • The chosen onboarding package.

Typically, the onboarding process ranges from a few weeks to several months.

  • Marketing Hub Onboarding: 4 - 8 weeks
  • Sales Hub Onboarding: 1 - 3 weeks
  • Service Hub Onboarding: 1- 3 weeks
  • Enterprise Onboarding: Depending on the complexity and number of custom objects and integrations, the time required can stretch out by a few weeks.

Getting Started with HubSpot Onboarding

To begin the onboarding with HubSpot, a business or individual will need to:

  • Choose direct onboarding or partner onboarding;
  • Choose the appropriate onboarding package;
  • Sign up for a Starter, Pro or Enterprise account with HubSpot;
  • Schedule an initial discovery consultation.

This discovery is crucial in tailoring the onboarding experience to the user's goals.

Inclusion of Training and Support in Onboarding Costs

Most HubSpot onboarding packages include:

  • Setup assistance;
  • Training resources for teams to utilise HubSpot effectively;
  • Ongoing support to address any issues post-onboarding;

These are integral to ensuring optimal use of the HubSpot platform.

The Wrap

HubSpot Onboarding in South Africa requires a strategic approach that considers the unique aspects of the local market. By focusing on cultural relevance, economic context, and compliance with local regulations, businesses can maximise their investment in HubSpot.

The key is to tailor the onboarding plan to meet the specific needs of the South African market, ensuring that the CRM, sales process, and marketing strategies are effective, efficient, and resonate with the local audience.

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