What’s in the HubSpot CRM that Can Benefit Law Firms?

HubSpot was designed as a simple and user-friendly tool. Over time, its CRM capabilities have evolved, making HubSpot a more robust platform for organizations serious about managing their data. Just what is in HubSpot CRM? How can it help your law firm?

What Does HubSpot Capture (Data Schema)?

How exactly is the HubSpot CRM built? It’s important to understand how the platform is structured so that you can figure out how to use the data correctly. 

• Objects – A group of field types. These items are organized around a particular theme. Every version of HubSpot CRM (regardless of tier) gives you access to four objects by default:
  • Contacts
  • Companies
  • Deals
  • Tickets
• While using the custom report builder in HubSpot, a few other items are classified as objects. These are:
  • Engagements – also called activities
  • Products – only available with Sales Hub Professional or Enterprise
  • Feedback submissions – only available with Service Hub Professional or Enterprise
• Properties – Data field types that live within specific objects. When you implement HubSpot, you’ll get a list of default properties under each object. You’ll also have the ability to create custom properties specific to your business. Note: right now, you can’t create custom properties for engagements, feedback submissions, or products.
• Records – Instances of an object type, such as a specific contact, company, deal, or ticket. For example, “Shannon Smith” could be represented as a separate contact record within CRM. She will also have separate properties living within the contact’s object related to her specific record.

If you envision your CRM as an Excel spreadsheet, there are different sheets (represented by tabs at the bottom), then column headers and rows. Each sheet represents data at the object level. Whenever you add a new contact, deal, or ticket to HubSpot, you create new information to be added to that particular sheet. All of the details pertaining to that specific record will be stored in properties similar to columns of a spreadsheet. 

Taking things a step further, properties can store various types of data. Things like various numbers, choices from a drop-down menu, a true/false checkbox, and much more can all be stored. You should do some research on HubSpot’s property types. This will significantly impact the information that appears in your data structure and reporting. It’s particularly important for custom properties since they allow you to visualize data better, leading to better and faster decisions. 

The default properties that HubSpot has for each property are: 

• Contact properties
• Company properties
• Deal properties
• Ticket properties
• Activity properties

If you choose to create custom properties that are more specific to your firm, they will sit under the object that is associated with them. If you decide to set up automation to set a property value, you need to know where the initial property lives.

Enhancing Client Relationship Management

For law firms, client relationship management is paramount. HubSpot’s CRM is particularly useful in the legal industry for managing and nurturing client relationships:

Custom Contact Properties

Law firms often require unique data points to be tracked for each client. HubSpot allows you to create custom contact properties to store information such as case details, billing preferences, and key dates. This customization ensures that your CRM is tailored specifically to the needs of your firm.

Client Segmentation

With HubSpot, you can segment your clients based on criteria such as case type, geography, or client status. This segmentation is powerful for targeted communication, enabling you to send personalized emails or updates that resonate with specific client groups.

Automated Client Communication

Law firms can set up automated workflows in HubSpot to streamline communication. For example, automated emails can be triggered by specific actions or milestones, ensuring timely follow-ups and updates. This not only saves time but also enhances client satisfaction by keeping them informed throughout their legal journey.

HubSpot Data Management

Once you have a real handle on how everything in HubSpot is structured and you’ve set up any custom properties, you will be in a better spot for collecting and consolidating data. 

• Form submissions – If you use HubSpot-hosted forms, the answers provided will be stored on that particular contact’s record. 
• Integrations – Contacts created through an integration are passed through the native system and added into HubSpot. Their creation and interactions will appear within the contact record’s timeline. 
• Import files – When you import data, it creates a static update/creation of values onto properties. Unfortunately, this can result in some data being lost when you export it from a legacy system. 

These actions are mainly related to contact records, but you can do the same to other objects. The various tools allow you to associate records from different objects together, create automation to copy properties from one object to another, and even import files to multiple objects simultaneously.

Advanced Reporting and Analytics

Law firms rely heavily on data-driven decisions. HubSpot’s advanced reporting features enable firms to gain deep insights into their operations and client interactions:

Custom Reports

HubSpot’s custom report builder allows you to create detailed reports focusing on specific aspects of your practice, such as case outcomes, client acquisition costs, or marketing campaign effectiveness. These reports can be tailored to provide actionable insights that align with your firm’s goals.

Dashboards

HubSpot dashboards provide a real-time overview of key metrics. Law firms can customize these dashboards to display important data at a glance, such as case progress, client engagement levels, or financial performance. This helps in making quick, informed decisions.

Forecasting

HubSpot’s forecasting tools are invaluable for firms that manage a high volume of cases. These tools allow you to predict future revenue, track potential case outcomes, and allocate resources more effectively. Accurate forecasting ensures that your firm is prepared for any eventuality.

Takeaway: 

Having a deep understanding of how data is classified in HubSpot will empower your law firm to build an effective and sustainable CRM strategy. By mastering HubSpot’s data structure and utilizing its robust tools, your firm can visualize data more clearly, leading to better decision-making and improved client relationships. 

If you need assistance maximizing your HubSpot investment, our team is here to help. As the leading HubSpot Partner for the legal industry, our marketing technology consultants can assist with both out-of-the-box implementations and customized solutions tailored to your firm’s specific needs. Contact us today to get started with HubSpot.