A Review of the Hatchbuck CRM with Jonathan Herrick: One Last Tool
Announcer: Is your digital business efforts in need of a tune-up or major overhaul? If you’re ready to get your sales, marketing, and service machine up and running, you’re going to need just the right tools. Welcome to One Last Tool, your pit stop for learning about all of the latest and greatest digital tools to get your business engine running on all cylinders. And now, here’s your resident technician, George B. Thomas.
George: Ladies and gentlemen, George B. Thomas back with another episode of One Last Tool. I always say this, I’m excited. I am excited because we get to figure out a new solution to something that many businesses aren’t even doing and if they are doing it, they’re not sure how they can afford it and if they can’t figure out how they can afford it, they don’t know where to turn.
It’s funny because I was talking to Jonathan before we got started and there are just so many options and hopefully this helps many, many listeners out there. So Jonathan, why don’t we go ahead and start there with who you are, what you do, and maybe who you do it for.
Jonathan: Sure. First of all, George, thanks for having me on the show. Excited to chat with your listeners. My name is Jonathan Herrick and I’m the Chief Sales and Marketing Officer for Hatchbuck and also the cofounder of the business. We’ve been around since 2012 helping smaller businesses make sense of the sales and marketing chaos that’s out there and providing them with an easy to use and affordable sales and marketing platform.
George: Very cool. Like we do in every episode, let’s start at the very, very beginning, the basics. Jonathan, why don’t you take some time and explain to the audience, whether they’re listening on iTunes or watching the video, what is Hatchbuck?
What is Hatchbuck?
Jonathan: Sure. That’s a great question. Hatchbuck is a simple sales and marketing platform specifically designed for the needs of the small business owner. I said that last part purposefully. There are a lot of tools out there, great tools out there, that are designed for the marketer and designed for the way digital marketers work. But the problem is most of the small business owners are doing more than just marketing. They’re doing sales, marketing. They’re doing fulfillment of the product or service, even maybe accounting.
So what we found in our own experience working with small business owners is that sales and marketing, believe it or not, can be pretty confusing for them and there are so many tools out there they tend to duct tape systems together. So Hatchbuck from the ground up decided, “We’re going to build an all in one CRM, email marketing, marketing automation solution that gives them everything they need and then leaves out those things that are confusing they don’t.
George: I love that because a couple things that you said in there. First of all you said duct tape it together. A lot of companies will say duct tape or frankensystem and I love that you whittle it down to realizing like, “Look, here’s 100% of the stuff, but here’s the 80% that is actually going to help you be successful so it’s not as confusing because Jonathan I can’t tell you how many people I talk to and they’re like, “Automation what? Marketing huh?”
George: Because you’re right, they do. They wear so many hats within a day that this just feels like another piece that, “Maybe I should do it.” It’s not maybe. It’s no, you should be doing this part. Let’s go a step deeper than what is and actually talk about how does Hatchbuck work. I’m a user and I’ve got these things. How does it work in my life or my daily marketing and sales efforts?
How Does Hatchbuck Work?
Jonathan: George, that’s a great question. So it’s one thing to explain what we do. It’s another to explain to the business owner listening to your show how’s it going to work for them. So just to take it down to basic concepts. Basically a small business owner would have a website, which they do, hopefully, and they’re driving traffic to that website, but the problem is is not everyone is ready to buy as soon as they hit your website. So we allow our small business customers the ability to put online forms on their site, very simple capture forms.
Then as they capture those visitors, they bring them right into the Hatchbuck CRM. So instantly someone can fill out a form for a resource or a guide or whatever value you put on the website, bring them in to Hatchbuck. We start to tag and segment those contacts and then begin to send personal communication to them based on their actual online behavior.
So typically what happens with a lot of small business owners is they have a newsletter system like a MailChimp or Constant Contact, which are great tools, by the way. They tend to keep all of their contacts in one place and then start to send them communication maybe once a month. Hopefully they see who opens and then they pick up the phone.
So where our system is a little bit different is the fact that it includes the CRM, so you can stay organized with all of your visitors, all of yours leads, all of your contacts. Then, ultimately, you can start to nurture them with a one to one communication strategy on a mass level and still make it feel personal.
One of our customers said it this way, “I feel like when I use Hatchbuck, I feel like I’m going out to lunch with my customers every day and keeping that personal relationship alive.” In reality, that’s really tough to do when you’re a small business owner and you’re trying to reach out to everybody. That’s in essence how it works. We do give our customers the ability to see analytics and reporting the tool as well, so we can see for that marketing spend where it’s driving results and what’s working best for you.
George: Jonathan, I love so much in that section. The first thing is yes, step one, if by some strange chance you happen to be watching this or listening to this and you don’t have a website, that’s step one.
George: If you have a website and you’re not adding value to somebody’s life with your website, with downloads or content, that’s step two. Then I love, love, love Jonathan, that you brought up the whole, “It’s about having the right conversation with the right people about the right things at the right time.”
George: What that really means is it’s about doing business in a human way. My friend Chris Brogan, like doing business in a human way, that’s his thing and I love that. Here’s the thing, we know what Hatchbuck is. We kind of know what it does or how it works for us, but one of the best things we can do in business is understand who we’re a good fit for and who we’re not a good fit for. So when you think of Hatchbuck’s persona, if you will, who would you say the best fit is for the Hatchbuck tool.
Who is a Great Fit For Hatchbuck?
Jonathan: So just as a backdrop, we did an 18-month research study before. We just started building features. What happens in software is we tend to build features based on our instinct or our gut and we end up building a product to try to figure out who we build it for. We took a different approach. We said, “what would happen if we really got to intimately know who our radical buyer is, what problems they have, and can we build a solution that alleviates those problems?”
Ultimately, if we’re just building another solution and we’re one of the martech solution providers out there it doesn’t really help small business. So to answer your question, we are perfect for Chris. Chris is a small business owner, B2B sales typically. You’re smiling, but the funny part is we even have a cardboard cutout in the office of Chris. Everything we do is so that Chris’ life is easier.
So we built our solution to be easy to use and affordable for Chris. Typically Chris is going to be, again, B2B and they’re typically generating revenue around $500,000 to $2 million range. Typical industries we find Chris in is manufacturing, software, IT, travel, leisure, professional services, the traditional businesses.
One area where we’ve had a ton of success is with marketing agencies and consultants, so those agencies and consultants that are serving Chris. Because the reality is, Chris the business owner and small business owners, the marketing piece for them is something they love a lot of times to allow other companies to come in and help them with. So we find out a lot that a lot of marketing agencies that are using other tools tend to look at Hatchbuck for their smaller customers and it tends to be a great fit.
George: Just so everybody knows, I was smiling because I was super happy that that was the direction that the answer went with. It wasn’t like CEO Charlie or Marketing Mary. It was like Chris. You might be listening to this and be like, “I’m Chris.” Or you might be really Chris or Chris as described and Hatchbuck would be a great fit for you. I love it. The other thing you said, and I’m totally, Jonathan, going to steal this, is you said radical buyer.
Jonathan: Right. We say it a lot around here.
George: It’s totally different than just our buyer persona or a buyer or a customer, a radical buyer. I love that. I know that people might think they know, but I always love asking this next question. That is what problem or in Hatchbuck’s case maybe what problems are you handling for Chris?
What Problems Does Hatchbuck Solve?
Jonathan: Sure. So there are three main problems that Chris has let us know that he’s struggling with. The first is driving leads. It is tougher than we think it is for businesses to consistently bring conversations into their sales pipeline and ultimately turn those into customers. The two main problems we solve is A, we help them drive more leads, more conversations. Then B, we convert more of those leads and conversations into customers because ultimately it doesn’t do a whole lot of good if people visit your site, make it into your CRM and don’t make it out the back as a valued customer.
The third one that I know we solved because we hear this time and time again from our customers is we help them put a sales and marketing process in place. Most small businesses by nature are not process-driven. They’re typically running by the seat of their pants and putting a process in place is sometimes scary for them. One huge solution we saw is putting a repeatable sales and marketing process in place where we can automatically nurture those contacts into their system that aren’t quite ready to buy.
We can shoot them hot lead alerts when somebody raises their hand and they’re interested in the product or service and allows a small business owner to do more with less. Ultimately instead of just scaling tons of sales people, they can be really efficient and they can put that process in place, one that they know is going to, over time, continue to drive leads, continue to convert those leads into customers, continue to have one-to-one meaningful conversations and ultimately drive more sales.
George: Man, so, repeatable process. That is the best way to save time and when you can save time, that means more golf, more family time.
George: The fact that people are scared of a repeatable process amazes me. Jonathan, when you look into the space of marketing automation or CRMs, you start to hear names like Salesforce, Marketo, HubSpot. I always love when I ask this next question because usually it’s the part where people get a little uneasy, they start moving around in their seat like here it comes. So Hatchbuck, what does it cost?
What Does Hatchbuck Cost?
Jonathan: Great question, George. So pricing starts at just $59 a month and there are no startup costs, no contracts. Someone can jump into sales and marketing automation in a really affordable way. With that $59, we also give them a quick start package and the way that looks is when you sign up, you get a dedicated Hatchbuck consultant that will help take you from putting the online forms and website tracking on your site, getting your first campaign out the door.
But not only that, even three to six months down the road, having a dedicated resource to make sure that we answer their questions but also get them up and running and see results in the system. We look at the market and there are a ton of solutions out there, but ultimately we think having something simple to use and affordable really helps them make that next step to automating their business.
George: Man, I love the idea of having somebody actually kind of hold your hand through the process. The pricing, your business is worth that. Folks, your business is just worth that. Another kind of queasy part of the conversation and a question that I love asking but then I actually like the question after this question even better, so let’s just get with the first one so we can get to the second one is, Hatchbuck, who do you consider your competitors?
Who Are Hatchbuck’s Competitors?
Jonathan: Another great question. We see competitors from, I guess, a different lens. We have what’s called direct competitors, so in the all-in-one software category, we have customers coming from products like Infusionsoft, where it’s an all and one sales and marketing platform. Then there are also what I call indirect competitors, MailChimp, Constant Contact, email newsletter systems because they don’t have a CRM and customers tend to use a standalone content management system or even their email inbox and then they use tools for a one to many newsletter blast.
Then the third, I would say, is on the agency side, we do run into products such as HubSpot, which is a great product, great company, done a lot for inbound marketing. What we find is that a lot of agencies have smaller customers, and if those customers have a WordPress site or don’t need the SEO and the blogging tools, we’re about a tenth of the cost. So they can roll out Hatchbuck to those smaller customers and keep more of the profitability for them and deliver better services and even lower their services as far as a monthly inbound package.
We see that all over the board. I would say this, George, that the biggest competitor we see are things like spreadsheets and Outlook and their inbox. Most small business owners have been reluctant to jump into the whole automation world. It becomes impersonal. We like to say around here there’s an “H-factor” to your marketing.
Marketing automation doesn’t replace you. It doesn’t replace marketing. It just automates those what I call revenue producing tasks that really tie you down in a day and it helps to automate those things so you can have more meaningful conversations and speak one-to-one with your prospects or customers and ultimately build customers for life throughout the entire customer journey.
George: Very nice. So we look at those competitors . . . and by the way, Jonathan, the amount of interviews that I’ve been on so far and to say it’s been spreadsheets and Post-It notes as a competitor has been pretty funny, actually. But now here’s the part where you get to bask in all of your Hatchbuck glory if you will because I get to ask the question what makes you better than those multiple types of competitors that you listed?
What Makes Hatchbuck Better Than The Competition?
Jonathan: There are a few things. Again, I think it comes down to ease of use for the small business owner. They don’t have all day to learn software. They don’t have 60 days to start seeing results. They need to see results immediately. First of all, it starts with an easy to use and affordable platform they can get in and they can send an email and they can start seeing results they want.
Number two, affordability. Most of the tools in this marketplace are tens of thousands of dollars and thousands of dollars in startup costs and we’ve removed all that. So there’s really not a reason not to get started with sales and marketing automation whether it’s with Hatchbuck or anybody else. We’re really looking at the market and saying okay, how can we take down those barriers and make it really easy to get results and really easy to step in and make a minimal investment in your business and see dramatic ROI in the back end.
The third thing which I think is a huge differentiator and often times people will say the same thing, but I have never walked into a great company built on bad people and I don’t think I ever will. I’m a culture junkie. I understand the importance of delivering a great experience to the customer and so does our whole team here.
I would say it’s in the fabric, it’s in the DNA of our people that we wake up every day to serve the needs of Chris. So what that looks like is making sure we’re there, making sure we strategically can help give them direction, sometimes small business owners need that. You had said handholding, we look at that. So whether it’s today, a month or six months from now, we want to be that partner that goes through life with him and make sure that we can help their business grow.
The results of that, if your listeners want to check G2 Crowd or any of the review sites, last year we were rated highest in customer satisfaction for CRM and marketing automation categories. We’ve been on Gartner’s Frontrunners Quadrant. So the good thing is that’s not coming from us, that’s coming from our customers that are voicing their opinion and saying it’s nice to have a software company that still keeps the human element in the process and we don’t just put them to a knowledge base, although we have that. It’s more about helping them get the best out of their investment and our team here is just amazing.
George: One Last Tool listeners, the only thing I can really say after that section right there is like, “You haven’t signed up yet?” Seriously. You didn’t go over as Jonathan was talking and sign up for an account if you’re not doing marketing automation or have a tool already? Jonathan, as I go through the internet, I bump into two types of people. There are those people who are tech savvy and really get it and then there’s those people who just aren’t. There’s no other way to describe them.
George: So what problems might a user run into when they start to use Hatchbuck for the first time?
What Problems Might New Hatchbuck Users Run Into?
Jonathan: So if somebody is dipping their toe in the water in sales and marketing automation, I always tell them it’s really three things. It’s people, process, and technology. It’s like that it in any business. Those are the three fundamental pillars to have success in anything you do. When you look at the technology side, obviously we give them affordable easy to use technology. Let’s check that box off.
You have to have somebody that’s willing to put the time in to make these tools work. It doesn’t matter if it’s Hatchbuck or HubSpot or any other tool. Ultimately the system doesn’t do marketing for you. You know your voice. You know your brand. You know your product and service better than anyone on planet earth. So the question is: are you going to be committed or can you commit a resource to making sure you get the most out of these tools?
The third thing really is process. What I see a lot of times is if the process is broken, marketing and sales automation doesn’t necessarily 100% fix that process. So it’s important to be able to identify what does your sales process need to look like? What does the marketing process need to look like? What kind of channels do you want to use to drive people to your website, ultimately through the entire customer journey into a customer?
So I think that we really work with our customer on those three things. I think a lot of times people jump in with the excitement of sales and marketing automation and think it’s going to run for themselves, and it doesn’t. So they really need to take time to be thoughtful about the content they put in it, the emails they send, the different steps of their sales process because all that can be automated once it’s done correctly.
What we also see is that when they do hit a roadblock, they either A, give us a ring, or B, we do have a marketing agency partner channel which has been dramatically helpful for those smaller businesses. So if we see they’re struggling with stuff outside of Hatchbuck, more content-related, SEO, website-related stuff, we can point them to a network of professionals who can really help them outside of Hatchbuck land. So it really helps them to see the value in a tool like ours and knowing that we have marketing agency partners that fill that gap as well.
George: Great stuff. It’s funny because we have another podcast called the HubCast and we talk about HubSpot-specific things and we call it Hublandia, but you guys might be Hatchlandia or something on your site.
Jonathan: We like to say Hatchbuck Land, but yeah.
George: I love it.
Jonathan: We call our customers and our team members Hatchbuckers and there’s just a different DNA, different vibe here at Hatchbuck. So it’s pretty cool to see, see our growth, but also more importantly, see our customers grow. That’s where we really see the satisfaction on our team.
George: I love that. People who focus on other folks’ success always end up being successful. So that’s great. Jonathan, if people want to find out more about Hatchbuck, if they want to connect with you, if they have more questions, where can I send them?
How can You Connect & Learn More About Hatchbuck?
Jonathan: You can send them to Hatchbuck.com There’s a ton of information there. You can send them to Hatchbuck.com/resources and it’s a resources page. We have things like our five-day lead generation course, just free resources to help that small business owner make sense of sales and marketing chaos.
You can also go to our website and check our product tour. It’s about 60 seconds. It gives a real good overview of our product and there are no strings attached. You can look at it at your leisure and ultimately if you’re on our site and you want to take the next step, click the demo request button and one of our friendly sales consultants can chat to you and walk you through the platform.
George: Well, ladies and gentlemen, that’s how we roll here at One Last Tool. No fluff, just great tools. If you’re listening on iTunes, make sure you leave us a nice raving review. You can leave any review, but the raving ones get read more. I’ll let you know that. Of course until next time, you should go out and use that One Last Tool.
Announcer: Thanks for tuning into the podcast. Now that we’ve checked out today’s latest helpful tool, you should be equipped to head back to the shop and make some repairs because when you’re looking to fix your digital problems, sometimes all you need is One Last Tool.