Brendon Dennewill How to Build a Customer Experience Strategy [HubSpot CRM]

In this interview, we talk to Inbound 2019 speaker Brendon Dennewill.

We talk about #INBOUND19, customer experience, predictable success, and so much more.

Brendon shares who should be in the room at his INBOUND 2019 session and why they should be in the room as well. He talks about how the many times in business how we over complicate things and how to get predictable success by simplifying our process to great customer experience.

Some key takeaways are:

  • Not having a CRM in 2020 is not an option. (And it's not that difficult to set up, especially when you see the upside.)
  • It's a CRM (Customer Relationship Management) platform, not a PQS (Prospect Qualification System).
  • Achieving real Customer Happiness, through a good Customer Experience, is one of the most efficient ways to sustainably grow your business.

See full session details


About the Expert

Brendon Dennewill


Full Transcript

Brendon Dennewill 0:00
I mean, I think you alluded to this earlier that we tend to overcomplicate things.

George Thomas 0:11
In this video, we're gonna talk about hashtag inbound 19 predictable success, customer experience and so much more. Our guests inbound speaker, Brendon den, well, Hey, you know what time it is. Well sprocket talk viewers and listeners, you know, it's your boy George B. Thomas. I'm back with another episode of inbound speaks. And I'm excited today because I get to sit across digitally from a friend of Brandon Dan. Well, we've known each other for years, we've sat at a table and broken bread together. And I'm excited to talk about your inbound talk. But Brendan, before we get started into the nitty gritty and the nuggets of wisdom that we're going to share over this interview. Why don't you let some of the sprocket talk viewers and listeners some of the people who are headed to inbound by the way Brendan, there's about 30,000 people They said crazy. It's not. It's cool, but it's scary. Some of them might not know me, some of them might not know you. So let's start with like who you are, what you do and where you do it.

Brendon Dennewill 1:10
Excellent. Thanks, George. Yeah, good to be here. So I'm the co founder and CEO. And for the EOS fans around the visionary at dynamical. We're HubSpot partner agency based in Minneapolis, Minnesota right next to the twin stadium for the baseball fans. We focus on CRM implementations, full stack HubSpot implementations, fast to market websites. And then of course, we see ourselves as an outsourced marketing department for you know, small and midsize businesses who maybe only have one or two marketers in house.

George Thomas 1:46
So Brandon, I want to get into your talk, but not quite yet. Because one of the things that we're trying to do on these inbound speaks interviews is help all these people who are coming to the event understand what the heck room should I enter Like, there's so many rooms, there's so many speakers. And so we want to have the value talk right now. So, who to you? Do you think Brendan will have the most or get the most value? having their butt in a seat in your session? like who is this really built for?

Brendon Dennewill 2:15
I would say it's for marketers, typically, who are living in HubSpot every day and are really trying to help, whether it's one business or multiple businesses, you know, figure out how to use the HubSpot tools and just sort of take take them through a simple approach that we took. For one specific client. I'm going to be talking about one client as a case study. It's a client we want to host quite an Impact Award for for earlier this year, where we were kind of shocked to be honest. But we because it was such a simple process, and it's really that simple process that I want to walk the folks through. And I think again, so people who who understand HubSpot know of all these hundreds of things you can do with HubSpot, but it actually just knowing what, when, and why to use which tools simply. And I

George Thomas 3:07
have learned through this inbound game that we have been playing for a lot of years that sometimes simplicity is actually the best thing, but it feels like it's not right because it's not complex enough. Like it didn't take, you know, three wizards and a genius to come up with the idea. Sometimes you don't need that. So Brandon, your talk is how to build a customer experience strategy for predictable success on the HubSpot CRM. What are a couple of nuggets or pieces of information now we don't want to give away the farm because we still want them to come sit in the seats. But what are a couple nuggets of wisdom or things that they're going to hear during your talk?

Brendon Dennewill 3:45
One of the one of the things that we realized that I'll share as I'm sort of walk the audience through this case study of this client of ours was that our objective was to try and improve the customer experience on On the one hand, what in fact that was our main goal was how do we improve the customer experience using the tools that we have Unfortunately, this client came to us already using HubSpot was a huge HubSpot fan, but just needed someone else to know where to hit the hammer as it were. And what we realized was that by by creating an awesome customer experience, we also created for him a really profitable business. That was and the reason was profitable was because we were automating, automating so much for him that he didn't need to hire any additional people. So again, it was it was not complicated at all. But anyway, I won't say any more than that, and I'll leave the rest for the talk. But yeah, just as sort of a simple approach, and I was super effective.

George Thomas 4:49
I love that. That was a great piece. It was almost like, I'm gonna give it to you and Nope, we're gonna shut it down and you got to get into the room. I love that. So Brandon, here's the thing. 30,000 people traveled to Boston, a ton of them walking around the halls of inbound. Many of them getting to your session sitting through this case studies listening to what you simply did to make somebody have a more impactful business, if you will, when they stand up and give you a round of applause, a standing ovation, because of all the value that you've added, in your mind, what's the hashtag one thing that you hope the audience takes away with them?

Brendon Dennewill 5:27
I mean, I think you alluded to this earlier that we tend to overcomplicate things. And often when we're when we're, when we have a kind of a challenge ahead of us. And in our case, the day to day is, is it the challenge is how do we help a client improve their marketing sales or customer service processes? We tend to overthink it. And in fact, I think what I what I what I hope and I trust people will will feel at the end of the session is that in fact, it's not that complicated, and I'm My hope is to give them you know, eight or 10 points that they could really implement that day or the next day to really simplify their process and know what to do to have a predictable business but also create an incredible customer experience.

George Thomas 6:16
Well, you heard it here, sprocket talk viewers and listeners keep it simple. So Brendon talk is how to build a customer experience strategy for predictable success on the HubSpot CRM of the 60 plus businesses Brendan has spoken with so far in 2019, he was surprised that fewer than half were using a CRM. What surprised Brendan even more was that the ones that were using a CRM 90% of them were using it with completely the wrong objectives. These companies mostly focused on internal processes, instead of the actual customer. On average, they're using less than 25% of the capability and purpose of a CRM missing out on the most valuable opportunities of a well structured CRM and customer service platform. Do you fit into this mix? Then come to Brendan's inbound 2019 session and learn how to fix this problem for your company fast. Hey, did you like this video then make sure you subscribe to the channel and hit that bell as well for instant notifications. And so we know that you're part of the sprocket talk community. We can't wait to see you at inbound 2019 But until then, make sure you're focused on being a happy, helpful, humble human. And as always, make sure you're doing some happy hub, spotting