In this on demand webinar, DeShawn Brown, CEO of Coworks, and Matthew Deal, co-founder and CMO of Vaulted, dive into the world of HubSpot, and Customer Relationship Management (CRM) systems in general, for coworking spaces. Their conversation offers real insights for space managers looking to do more with their marketing.
Watch the whole webinar on demand here.
Matthew Deal kicks things off by explaining what a CRM is and why it matters. He describes it as "a digital rolodex" where all your business information about people lives. Deal emphasizes that CRMs are essential for any organization that needs to coordinate information about people, whether they're leads, members, or companies.
"We want to track and measure and understand and know that we're getting in front of the right people at the right time," Deal explains. He highlights how CRMs allow teams to coordinate across an organization, ensuring everyone has access to the same information.
DeShawn Brown adds that in the coworking world, where there's often high turnover and many people coming in and out of spaces daily, having a central system to organize all this information is crucial.
The conversation then shifts to focus on Hubspot, a popular CRM platform. Deal praises Hubspot for its accessibility, noting that unlike some complex CRMs that require dedicated staff to manage, "Hubspot's not designed like that. It's designed to be accessible. It's designed for everyone, from the office administrator right to the CEO or the President to use that type of tool."
Brown and Deal discuss how Hubspot can help coworking spaces automate tasks, track leads, and make data-driven decisions. Deal demonstrates some of Hubspot's features, including how to set up automated email sequences and workflows.
One of the most exciting aspects of Hubspot that Deal showcases is its automation capabilities. He walks through creating a workflow that automatically sends personalized emails to leads based on their actions, such as filling out a form on a website.
And those forms are out of the box from Coworks, making it easy to promote day passes, meeting and event spaces, or memberships right on the coworking web site. Then with easy Zapier integrations, HubSpot can take over and send the right message to the right person.
"There's no limit to this," Deal explains, showing how you can add multiple emails to a sequence. "This is usually where we advocate especially smaller organizations to do more with automation, to say, 'Hey, it's unrealistic to think that you're gonna have the time to send 10 emails every Monday at 3 o'clock.'"
Brown emphasizes how valuable this can be for busy coworking space managers: "Those little tasks that you do every single day, even if it's just replying to an email, adds up over the course of a year into a ton of hours." Reducing that workload is the mission of Coworks software, and is even more attainable with automations from a CRM like HubSpot.
While much of the conversation focuses on Hubspot, Brown also explains how Coworks can work alongside most CRMs to benefit coworking spaces.
Coworks provides out-of-the-box solutions for capturing leads through various touchpoints specific to coworking spaces, such as membership forms, day pass purchases, and conference room bookings. Brown emphasizes that Coworks aims to ensure managers "are not missing leads, you're capturing all that inbound stuff, and that you've got the params on the back end to understand where they came from."
One of the most interesting parts of the conversation is when Brown and Deal discuss how Coworks and Hubspot can work together. They explain that while Coworks excels at capturing leads from tours, events, and day passes, as well as managing members, Hubspot's advanced automation features can help operators take things to the next level with marketing and community communications.
"When you would want to use a tool like Hubspot — it’s really got some advanced automations," Brown explains. "That's when, by using both together with those email sequencing, those really specific workflows, that's something that tools like Hubspot are best in class at."
Towards the end of the webinar, Brown and Deal touch on the importance of UTM parameters in tracking the effectiveness of marketing efforts. Deal explains that these parameters help answer the crucial question for any business owner: "What's working?"
"These 5 variables are part of the answer to that question," Deal says, referring to the five standard UTM parameters. "To be able to say, 'If we've spent X amount of dollars on a campaign last month, did it work? Did it not work? What can we learn to ultimately figure out how to create a long-term and sustainable way to generate your own leads?'"
Brown adds that Coworks supports UTM parameters, helping you track a customer's journey from the very first ad click all the way through to becoming a member, allowing you to see which marketing efforts are truly paying off.
As the webinar wraps up, Brown and Deal offer some key takeaways for coworking space managers:
Deal emphasizes the power of combining Hubspot and Coworks: "You really do have a full view of what's happening with your business to make those decisions, which I think is just so powerful."
From detailed demonstrations of Hubspot's features and screenshots to in-depth discussions about integrating with Coworks, the webinar offers a wealth of knowledge for coworking space managers looking to optimize their operations and boost their bottom line.
Plus Matt Deal isn’t going to let you stew in uncertainty afterwards — watch it on demand and you’ll get invited to a free HubSpot audit!
So, if you're ready to take your coworking space to the next level, why not grab a cup of coffee and dive into the full webinar? Your managers (and your members) will thank you!
Coworks comes with CRM tools built in. But with its integration with HubSpot, coworking operators can nurture, build, and measure like never before.
Watch this on demand webinar to see how it works.
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