Solving Issues With Managing Global Accounts in HubSpot for Better ABM

Managing relationships with global brands in CRMs has become increasingly complex. Unlike smaller, regional organizations, global brands often comprise an intricate web of parent companies, subsidiaries, and regional offices. Each of these comes with its own set of decision-makers, contract terms, and communication preferences. This complexity can quickly overwhelm teams that employ traditional CRM strategies, leading to a database full of fragmented data, missed opportunities, and potential compliance issues.

HubSpot, while a powerful CRM platform, requires thoughtful configuration and management to handle the nuances of global brand relationships. Companies find themselves grappling with challenges such as:

• maintaining a unified view of brand relationships
• standardizing data across different regions
• managing multiple currencies and languages
• ensuring compliance with varied international regulations

Addressing these issues is not just a matter of administrative efficiency—it's a strategic imperative for businesses looking to maximize the value of their relationships with multinational clients.

Common Challenges in Tracking Global Brand Relationships in HubSpot

When it comes to managing relationships with global brands in HubSpot, companies often encounter a series of complex obstacles that can significantly impact the effectiveness of their CRM strategy and overall business operations. Let's explore the most common issues:

Complex Organizational Structures

Global brands typically have intricate organizational structures that can be difficult to represent accurately in a CRM system. These structures often include:

• parent companies with multiple subsidiaries;
• regional offices with varying degrees of autonomy; and
• different legal entities operating under the same brand umbrella.

HubSpot users frequently struggle to create a unified view of the entire brand relationship while still maintaining the necessary distinctions between different parts of the organization. This can lead to fragmented data and an incomplete understanding of the overall business relationship.

Managing Multiple Points of Contact

Global brands often involve interactions with numerous stakeholders across different departments and geographical locations. This presents several challenges, including:

• keeping track of multiple decision-makers and their roles;
• maintaining consistent communication across various teams and regions; and
• ensuring that all relevant parties are kept in the loop on important updates.

Without a structured approach, managing these multiple points of contact can quickly become overwhelming and lead to communication breakdowns.

Varied Deal Structures

Global brands often have different contract terms and pricing structures across countries or regions. This variability can complicate various aspects of deal management in HubSpot, such as:

• tracking global agreements alongside local or regional contracts;
• managing different pricing models and currencies; and
• reconciling varying payment terms and cycles.

A lack of accurate and up-to-date deal management information makes it very difficult to get a clear picture of the overall value and status of the brand relationship.

Data Consistency and Standardization

Maintaining consistent and standardized data across a global brand's records is often a significant hurdle for a number of reasons, including:

• inconsistent naming conventions for brand entities across different markets;
• varied formats for addresses, phone numbers, and other contact information; and
• discrepancies in how different teams input and update information.

These inconsistencies can lead to duplicate records, data conflicts, and difficulties in generating accurate reports.

Currency and Language Differences

Operating across multiple countries introduces challenges related to currency and language, like:

• managing deals and revenue tracking in multiple currencies;
• handling exchange rate fluctuations for accurate financial reporting;
• creating and maintaining multilingual content for different markets; and
• ensuring effective communication across language barriers.

These factors can complicate both day-to-day operations and long-term strategic planning.

Compliance and Data Privacy

With global brands, adhering to various international data protection regulations becomes a critical concern. Organizations must:

• comply with regulations like GDPR in Europe, CCPA in California, and others;
• manage data sharing and access rights across global teams;
• implement appropriate data retention and deletion policies; and
• ensure consistent application of privacy practices across all brand interactions.

Failure to navigate these compliance issues correctly can result in serious legal and financial consequences.

By understanding these common challenges and their associated effects, businesses can better prepare themselves to effectively manage their relationships with global brands in HubSpot.

The Impact on Business Operations

The challenges of managing global brand relationships in HubSpot don't just create administrative headaches; they can have far-reaching effects on various aspects of business operations:

• Fragmented customer view: An inability to see the full scope of interactions across different regions and departments, leading to inconsistent experiences and missed opportunities.
• Inefficient account management: Significant time wasted on reconciling information from different sources and regions, leading to reduced productivity and slower response times.
• Inaccurate reporting and forecasting: Difficulty in assessing the true value of global brand relationships across all regions and divisions, leading to misinformed decision-making.
• Risk of non-compliance: Potential violations of data protection laws in different countries due to inconsistent practices, which can incur fines and penalties.

Businesses need effective solutions to manage global brand relationships in HubSpot. Addressing these challenges isn't just about improving CRM functionality; it's about enhancing overall business performance, protecting against risks, and maximizing the value of relationships.

How Insycle Can Help With Managing Global Brands in HubSpot CRM

Insycle offers a powerful set of tools and features designed to overcome the complexities of managing global brand relationships in HubSpot. By addressing key pain points and providing innovative solutions, Insycle enables businesses to streamline their processes and maximize the value of their global customer data.

Deduplicate Contacts and Companies With Regional Domains

Companies that manage global brands in HubSpot will find that it is difficult to deduplicate contacts and companies that use multiple domains. Such companies might have both a local country domain and a .com or other domain for global initiatives, but HubSpot’s standard deduplication features do not permit you to deduplicate across domain extensions.

Insycle allows you to ignore the domain extension (.com, .net, .in, etc.) and only look at the underlying domain when deduplicating.

Standardized Contact Information Across Global Entities

Having standardized contact data across all global entities is critical for segmentation, personalization, reporting, and decision-making. Across global brands, you may engage with several subsidiary companies or stakeholders in separate deals. You need clear, concise data to create marketing campaigns that reach all of those entities and to report on the relationships.

Insycle makes it easy to combat data inconsistencies by standardizing any text field in HubSpot CRM. For example, Insycle offers functions for standardizing states to either their abbreviated or full name format.

And the same is true for the State/Country field as well.

Additionally, Insycle offers out-of-the-box templates for all major formats and template customization that allows you to deal with country-specific considerations, such as injecting country codes into phone numbers based on a contact’s listed country.

Deep Association Management: Child/Parent Associations and Labeling

When managing global brands, there may be a web of companies, subsidiaries, location-specific teams, and stakeholders, as well as separate deals that need to be tracked across all of these entities. When those records aren’t linked, it is nearly impossible to keep track of multiple deals and relationship threads.

Insycle can help here, offering complex association management features that make it a can’t-miss tool for B2B companies that work with global brands.

With Insycle’s Associate add-on, you can use any field as a potential association matching field. Insycle gives you deep control over how the data in that field is used to establish the associations in bulk and automatically. You also have complete control over the association labels used when linking related records in bulk.  

For example, you can use Insycle to create child-parent company hierarchy associations in bulk.

By leveraging these features, businesses can transform their approach to managing global brand relationships in HubSpot. Insycle not only addresses the technical challenges of data management but also enables more strategic, efficient, and compliant global account management practices.

Managing Global Brands in HubSpot With Ease

Managing relationships with global brands in HubSpot presents a unique set of challenges that can significantly impact business operations. From navigating complex organizational structures to ensuring data consistency and compliance across multiple regions, these challenges can often seem overwhelming. Their impacts are far-reaching, affecting everything from d7ay-to-day account management to long-term strategic planning. Fragmented customer views can lead to missed opportunities, while data inconsistencies can result in inaccurate reporting and forecasting.

Insycle provides tools for creating unified brand views, standardizing data, and enabling flexible record management. Insycle empowers businesses to overcome the hurdles of global brand management in HubSpot. These capabilities not only solve immediate data management issues but also unlock new potential for strategic growth and deeper customer relationships.

Don't let the complexities of global brand relationships hold your business back. Discover how Insycle can help you unlock the full potential of your multinational client relationships in HubSpot.