허브스팟 CRM을 이해 할 수 있는 기초

허브스팟 CRM을 이해 할 수 있는 기초

앞서 허브스팟은 데이터의 집합체와 툴(Tools)로 이루어져 있다는 설명을 했었습니다.
허브스팟에서 중요한 부분은 바로 CRM입니다. 허브스팟 CRM은 쉽게 이야기한다면?
고도화된 엑셀을 생각하시면 됩니다. 허브스팟 CRM도 엑셀처럼 행과 열로 구분되어 있고,
그 플랫폼 내에 다양한 고객데이터를 저장하게 되는 것이 핵심입니다.

그런데, 허브스팟에서는 이름, 회사, 직급, 전화번호와 같은 정보 외에도 고객들이 홈페이지상에 클릭했던 웹페이지들의 Page view 카운트나, 이메일 오픈 등과 같은 고객 행동 데이터까지 관리할 수 있다는 점이 차이점이 될 수 있습니다.

또, 허브스팟은 Webpage에서 쉽게 열리는 SaaS(Software as a Service) 형태로 서비스가 제공되기 때문에 관련되어 있는 데이터들을 웹 페이지처럼 쉽게 열람할 수 있어서 매우 편리합니다.

그리고, 허브스팟 CRM은 플랫폼 자체가 잘 짜여져 있는 개발도구와 흡사합니다.
해당 페이지를 통해서 마케팅 및 고객관리와 관련되어 있는 다양한 자동화 시스템을 만들 수 있다는 점에서 또 개발도구로 생각하셔도 될 것 같습니다.

허브스팟 CRM 화면

엑셀화면

허브스팟 CRM과 오브젝트(Object)의 이해

허브스팟 CRM에는 다양한 고객데이터를 저장할 수 있습니다. 그런데, 데이터를 어떤 관점에 따라 사용하느냐에 따라서 그 쓰임이 다른데, 같은 데이터지만 어떤 영역에서 다룰지 분류하는 역할이 되는 것이 바로 오브젝트(Object)입니다.

조금 쉽게 설명한다면? 엑셀에서는 특정 시트라고 생각하시면 이해가 쉬울 것 같습니다. 즉, 레이어와 시트는 다르지만? 어떤 면에서는 같은 플랫폼 안에서 데이터를 연동해서 사용할 수 있게 되는 것입니다. 이를 도식화하게 된다면? 아래와 같은 구조입니다.

CRM 플랫폼 내에 저장되어 있는 다양한 데이터는 개인 및 담당자(Contact)의 관점에서도 데이터를 열람할 수 있고, 회사(Company)의 관점에서 데이터를 열람할 수 있고, 거래(Dead)의 관점에서 데이터를 열람할 수 있고, CS(Ticket)의 관점에서도 데이터를 열람할 수 있습니다.

따라서, 허브스팟 CRM에서는 같은 데이터라도 데이터를 바라보는 관점(Object)에 따라서 데이터를 효율적으로 처리할 수 있게 됩니다. 결국, 특정 회사에서 여러 명이 상담 문의를 하게 된 경우에는 문의를 남긴 담당자들이 모두 Company Object에서 특정 회사로 분류가 됩니다. 그리고, A라는 회사에서 상담 문의를 남긴 후 B라는 회사에서 다시 상담 문의를 남긴 경우에는,
Contact Object에는 2명의 담당자가 존재하게 됩니다.

따라서, 허브스팟 CRM을 효율적으로 활용한다면?
특정 담당자만 선택하게 되더라도 해당 담당자와 관련되어 있는 개인정보, 회사정보, 거래정보, CS 정보 등을 모두 플랫폼 내에서 열람 할 수 있게 되는 것입니다.

그뿐만 아니라, Contact Object에서는 특정 고객이 어떤 마케팅 채널을 통해서 유입했고 어떤 페이지를 열람 했으며 어떤 이메일을 오픈했는지 다양한 마케팅 데이터까지 열람할 수 있기 때문에 플랫폼 내에서 고객과 관련되어 있는 다양한 데이터를 모두 열람할 수 있게 되는 것입니다.

이는 요즘 CRM 업계에서 유행하고 있는 ‘Customer 360 View’와 같은 맥락으로 보실 수 있습니다. 결국 CRM의 본질적인 목적은 데이터의 통합이기 때문에 플랫폼 내에서 고객과 관련되어 있는 다양한 데이터를 손쉽게 열람하는 핵심이라고 보실 수 있습니다.

오브젝트(Object)를 구성하는 가장 작은 단위 프로퍼티(Property)

허브스팟에 있는 데이터를 집합에 따라 분류하게 된다면 전체적인 대분류는 허브스팟 CRM이 될 수 있습니다. 그리고, 중분류는 각 데이터를 바라보는 관점에 따라서 데이터를 별도로 처리하는 오브젝트(Object)가 될 수 있습니다. 그리고, 오브젝트는 프로퍼티(Property)라는 가장 작은 데이터의 속성단위를 통해서 CRM이 이루어진다고 보실 수 있습니다.

허브스팟 프로퍼티에는 데이터를 기록할 수 있는 다양한 방식이 있습니다.

엑셀로 비유하자면? 특정 셀에 데이터를 어떻게 표현할 것인지 결정하는 ‘서식’과 같은 역할을 한다고 보실 수 있습니다. 허브스팟 프로퍼티는 아래와 같이 텍스트부터, 숫자, 그리고 체크박스, 그 외에 첨부파일까지 다양한 양식의 데이터를 저장할 수 있습니다.

<프로퍼티 데이터 기록방식 1>

<프로퍼티 데이터 기록방식 2>

여기까지 따라 오셨다면, 대략적으로 프로퍼티가 어떻게 작동하는지 이해를 하실 수 있으실 것 같습니다.

아래의 표는 허브스팟에서 제공하고 있는 다양한 프로퍼티의 속성에 대해서 정리한 자료입니다. 대략, 허브스팟에서 어떤 데이터를 취급하는지 체크해보시면 허브스팟 CRM을 이해하는데 많은 도움이 되실 수 있을 것입니다.

특히, 표의 147-168번에는 중요하게 고려해야 하는 웹 행동 데이터가 포함되어 있습니다. 일반적인 고객데이터들은 엑셀을 비교해서 생각하신다면? 쉽게 이해가 되시지만 웹행동 데이터는 다소 낯설게 느껴지실 수 있을 것 같습니다.

아래의 표를 쭉 살펴보시다 보면, ‘이런 데이터도 관리 할 수 있구나?’ 느끼시면서 CRM에 대한 새로운 관점과 상상력이 생겨나실 수도 있습니다.

NO.	Object	GROUP	properties	Details
1	Company object	Company activity	Campaign of last booking in meetings tool	Single-line text
2	Company object	Company activity	Date of last meeting booked in meetings tool	Date picker
3	Company object	Company activity	Last Activity Date	Date picker
4	Company object	Company activity	Last Booked Meeting Date	Date picker
5	Company object	Company activity	Last Contacted	Date picker
6	Company object	Company activity	Last Engagement Date	Date picker
7	Company object	Company activity	Last Logged Call Date	Date picker
8	Company object	Company activity	Last Modified Date	Date picker
9	Company object	Company activity	Last Open Task Date	Date picker
10	Company object	Company activity	Next Activity Date	Date picker
11	Company object	Company activity	Number of times contacted	Number
12	Company object	Company activity	Source of last booking in meetings tool	Single-line text
13	Company object	Company information	About Us	Single-line text
14	Company object	Company information	Annual Revenue	Number
15	Company object	Company information	City	Single-line text
16	Company object	Company information	Close Date	Date picker
17	Company object	Company information	Company Domain Name	Single-line text
18	Company object	Company information	Company name	Single-line text
19	Company object	Company information	Country/Region	Single-line text
20	Company object	Company information	Create Date	Date picker
21	Company object	Company information	Created by user ID	Number
22	Company object	Company information	Days to Close	Calculation
23	Company object	Company information	Description	Multi-line text
24	Company object	Company information	First Contact Create Date	Date picker
25	Company object	Company information	Industry	Dropdown select
26	Company object	Company information	Is Public	Single checkbox
27	Company object	Company information	Last Touch Converting Campaign	Single-line text
28	Company object	Company information	Latest Source	Dropdown select
29	Company object	Company information	Latest Source Data 1	Single-line text
30	Company object	Company information	Latest Source Data 2	Single-line text
31	Company object	Company information	Latest Source Timestamp	Date picker
32	Company object	Company information	Lifecycle Stage	Radio select
33	Company object	Company information	Medium of last booking in meetings tool	Single-line text
34	Company object	Company information	Merged Company IDs	Multiple checkboxes
35	Company object	Company information	Number of Associated Contacts	Number
36	Company object	Company information	Number of child companies	Number
37	Company object	Company information	Number of Employees	Number
38	Company object	Company information	Object create date/time	Date picker
39	Company object	Company information	Original Source Data 1	Single-line text
40	Company object	Company information	Original Source Data 2	Single-line text
41	Company object	Company information	Original Source Type	Dropdown select
42	Company object	Company information	Parent Company	Number
43	Company object	Company information	Phone Number	Phone number
44	Company object	Company information	Postal Code	Single-line text
45	Company object	Company information	Record ID	Number
46	Company object	Company information	State/Region	Single-line text
47	Company object	Company information	Street Address	Single-line text
48	Company object	Company information	Street Address 2	Single-line text
49	Company object	Company information	Time Zone	Single-line text
50	Company object	Company information	Total Money Raised	Single-line text
51	Company object	Company information	Total Revenue	Roll up property
52	Company object	Company information	Type	Radio select
53	Company object	Company information	Web Technologies	Multiple checkboxes
54	Company object	Company information	Website URL	Single-line text
55	Company object	Company information	Year Founded	Single-line text
56	Contact object	Contact information	Twitter Username	Single-line text
57	Contact object	Contact information	First Name	Single-line text
58	Contact object	Contact information	Email Domain	Single-line text
59	Contact object	Contact information	Website URL	Single-line text
60	Contact object	Contact information	Became an Evangelist Date	Date picker
61	Contact object	Contact information	Time to move from sales qualified lead to customer	Calculation
62	Contact object	Contact information	Email	Single-line text
63	Contact object	Contact information	Record ID	Number
64	Contact object	Contact information	Fax Number	Phone number
65	Contact object	Contact information	Annual Revenue	Single-line text
66	Contact object	Contact information	Company Name	Single-line text
67	Contact object	Contact information	Marketing contact status	Single checkbox
68	Contact object	Contact information	Domain to which registration email was sent	Single-line text
69	Contact object	Contact information	Object create date/time	Date picker
70	Contact object	Contact information	Time to move from opportunity to customer	Calculation
71	Contact object	Contact information	Last sequence enrolled	Number
72	Contact object	Contact information	Create Date	Date picker
73	Contact object	Contact information	Marketing contact status source type	Dropdown select
74	Contact object	Contact information	Postal Code	Single-line text
75	Contact object	Contact information	City	Single-line text
76	Contact object	Contact information	Registered At	Date picker
77	Contact object	Contact information	Marketing contact status source name	Single-line text
78	Contact object	Contact information	Time to move from marketing qualified lead to customer	Calculation
79	Contact object	Contact information	Marketing contact until next update	Single checkbox
80	Contact object	Contact information	Last Modified Date	Date picker
81	Contact object	Contact information	Last sequence enrolled date	Date picker
82	Contact object	Contact information	Became a Marketing Qualified Lead Date	Date picker
83	Contact object	Contact information	Became an Opportunity Date	Date picker
84	Contact object	Contact information	WhatsApp Phone Number	Phone number
85	Contact object	Contact information	Marketing type	Multiple checkboxes
86	Contact object	Contact information	Became a Sales Qualified Lead Date	Date picker
87	Contact object	Contact information	Became an Other Lifecycle Date	Date picker
88	Contact object	Contact information	Lifecycle Stage	Radio select
89	Contact object	Contact information	Preferred language	Dropdown select
90	Contact object	Contact information	Time to move from lead to customer	Dropdown select
91	Contact object	Contact information	Mobile Phone Number	Phone number
92	Contact object	Contact information	Time Zone	Dropdown select
93	Contact object	Contact information	Last sequence ended date	Date picker
94	Contact object	Contact information	Email Confirmed	Single checkbox
95	Contact object	Contact information	Merged Contact IDs	Single checkbox
96	Contact object	Contact information	Became a Subscriber Date	Date picker
97	Contact object	Contact information	Salutation	Single-line text
98	Contact object	Contact information	Phone Number	Phone number
99	Contact object	Contact information	Persona	Dropdown select
100	Contact object	Contact information	State/Region	Single-line text
101	Contact object	Contact information	Job Title	Single-line text
102	Contact object	Contact information	Created by user ID	Number
103	Contact object	Contact information	Time between contact creation and deal creation	Calculation
104	Contact object	Contact information	Street Address	Single-line text
105	Contact object	Contact information	Industry	Single-line text
106	Contact object	Contact information	Number of Employees	Dropdown select
107	Contact object	Contact information	Time registration email was sent	Date picker
108	Contact object	Contact information	Number of sequences enrolled	Number
109	Contact object	Contact information	Country/Region	Single-line text
110	Contact object	Contact information	Last Name	Single-line text
111	Contact object	Contact information	Time to move from subscriber to customer	Calculation
112	Contact object	Contact information	Became a Customer Date	Date picker
113	Contact object	Contact information	Time between contact creation and deal close	Calculation
114	Contact object	Contact information	Became a Lead Date	Date picker
115	Contact object	Conversion information	IP City	Single-line text
116	Contact object	Conversion information	Number of Unique Forms Submitted	Number
117	Contact object	Conversion information	Recent Conversion Date	Date picker
118	Contact object	Conversion information	Number of Form Submissions	Number
119	Contact object	Conversion information	Recent Conversion	Single-line text
120	Contact object	Conversion information	Facebook click id	Single-line text
121	Contact object	Conversion information	IP Country Code	Single-line text
122	Contact object	Conversion information	IP State/Region	Single-line text
123	Contact object	Conversion information	IP Timezone	Single-line text
124	Contact object	Conversion information	IP State Code/Region Code	Single-line text
125	Contact object	Conversion information	IP Country	Single-line text
126	Contact object	Conversion information	Google ad click id	Single-line text
127	Contact object	Contact activity	Campaign of last booking in meetings tool	Single-line text
128	Contact object	Contact activity	Recent Sales Email Opened Date	Date picker
129	Contact object	Contact activity	Medium of last booking in meetings tool	Single-line text
130	Contact object	Contact activity	Last Engagement Date	Date picker
131	Contact object	Contact activity	Next Activity Date	Date picker
132	Contact object	Contact activity	Last Activity Date	Date picker
133	Contact object	Contact activity	Source of last booking in meetings tool	Single-line text
134	Contact object	Contact activity	Message	Multi-line text
135	Contact object	Contact activity	Recent Sales Email Clicked Date	Date picker
136	Contact object	Contact activity	Number of Sales Activities	Number
137	Contact object	Contact activity	First Conversion Date	Date picker
138	Contact object	Contact activity	Number of times contacted	Number
139	Contact object	Contact activity	Currently in workflow	Single checkbox
140	Contact object	Contact activity	Last Contacted	Date picker
141	Contact object	Contact activity	First Conversion	Single-line text
142	Contact object	Contact activity	Date of last meeting booked in meetings tool	Date picker
143	Contact object	Contact activity	Currently in Sequence	Single checkbox
144	Contact object	Contact activity	Membership Notes	Multi-line text
145	Contact object	Contact activity	Status	Dropdown select
146	Contact object	Contact activity	Recent Sales Email Replied Date	Date picker
147	Contact object	Web analytics history	Time of Last Session	Date picker
148	Contact object	Web analytics history	Time of First Session	Date picker
149	Contact object	Web analytics history	Time Last Seen	Date picker
150	Contact object	Web analytics history	Time First Seen	Date picker
151	Contact object	Web analytics history	Original Source Drill-Down 2	Single-line text
152	Contact object	Web analytics history	Original Source Drill-Down 1	Single-line text
153	Contact object	Web analytics history	Original Source	Dropdown select
154	Contact object	Web analytics history	Number of Sessions	Dropdown select
155	Contact object	Web analytics history	Number of Pageviews	Number
156	Contact object	Web analytics history	Number of event completions	Number
157	Contact object	Web analytics history	Latest Source Drill-Down 2	Single-line text
158	Contact object	Web analytics history	Latest Source Drill-Down 1	Single-line text
159	Contact object	Web analytics history	Latest Source Date	Date picker
160	Contact object	Web analytics history	Latest Source	Dropdown select
161	Contact object	Web analytics history	Last Touch Converting Campaign	Single-line text
162	Contact object	Web analytics history	Last Referring Site	Single-line text
163	Contact object	Web analytics history	Last Page Seen	Single-line text
164	Contact object	Web analytics history	First Touch Converting Campaign	Single-line text
165	Contact object	Web analytics history	First Referring Site	Single-line text
166	Contact object	Web analytics history	First Page Seen	Single-line text
167	Contact object	Web analytics history	Event Revenue	Number
168	Contact object	Web analytics history	Average Pageviews	Number
169	Marketing Event object	Marketing event information	AppId	Number
170	Marketing Event object	Marketing event information	Attendees	Number
171	Marketing Event object	Marketing event information	Cancellations	Number
172	Marketing Event object	Marketing event information	Cancelled	Number
173	Marketing Event object	Marketing event information	Description	Single-line text
174	Marketing Event object	Marketing event information	End date	Date picker
175	Marketing Event object	Marketing event information	Event Finished	Single checkbox
176	Marketing Event object	Marketing event information	Name	Single-line text
177	Marketing Event object	Marketing event information	No shows	Calculation
178	Marketing Event object	Marketing event information	Organizer	Single-line text
179	Marketing Event object	Marketing event information	Registrations	Number
180	Marketing Event object	Marketing event information	Start date	Date picker
181	Marketing Event object	Marketing event information	Type	Single-line text

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