Using Hubspot in Hong Kong: Making the most of the TVP
By Laurent Ross - April 03, 2018
Building and growing businesses in South East Asia can be a unique challenge in comparison with many other parts of the world. In countries like Hong Kong, Singapore, Taiwan and even China there is a mix of Chinese and Western digital systems used by a large volume of people from very different backgrounds, speaking different languages. For a business operating in these regions this presents a challenge – which market do you focus on and what systems do you use?
The good news here is that you can ‘do it all’. With well-researched and documented buyer personas and a marketing system combined CRM which integrates with all of the popular Western and Chinese digital systems, you can efficiently manage and analyse campaigns and marketing performance as a whole.
The benefits of such systems have been noticed by the Hong Kong government, who are renowned for investing in domestic business development and offering funds to support technological development.
What is the TVP?
The Technology Voucher Programme (TVP) was launched in November 2016 in Hong Kong to subsidise local small and medium enterprises in using technological services and solutions to improve productivity and business processes. Currently running on a pilot basis, the TVP will last for three years and has a budget of HKD 500 million from the Innovation and Technology Fund.
“Under the TVP eligible enterprises can be granted up to HKD 200,000 on a 2:1 matching basis”
You must contribute no less than one-third of the total project cost in cash. For example: for a project with an estimated cost of HKD 300,000, you would pay HKD 100,000, and the Hong Kong government would pay HKD 200,000 out of the TVP fund. The cumulative funding ceiling of HKD 200,000 is valid for up to three different projects, but you may only undertake one project at a time to ensure proper implementation.
Vetting for eligibility can take some time and projects must be completed within 12 months, so it’s best to prepare the criteria for the necessary application in advance.
To find out more on guidance notes for applicants click here.
Why HubSpot in Hong Kong?
When growing a business, it’s crucial that you monitor the performance of all your marketing and sales efforts, so there is a clear understanding of what’s working and what’s not. How else can you successfully plan future campaigns without concrete data?
In most small-medium sized companies the marketing process looks something like this: a marketing manager is tasked with managing email campaigns in one system, social media in another, online advertising in another, print ads elsewhere and then website development etc...
Often these marketing managers are not specialists at any one of these particular tasks, and it would be impossible to be; nobody has that much time or that much brain power. Even when hiring a marketing agency to assist, managing multiple systems (all which track data differently) can be a nightmare and finding real trends in data for reporting can be difficult, expensive and time-consuming. The current most popular method of reporting - multiple excel spreadsheets requires manual processing which is slow, not easily accessible and prone to human errors.
“HubSpot is usable in China without a VPN, making it a powerful tool for CRM, Sales and Marketing Management for Chinese companies.”
This is where systems like HubSpot come in. As an ‘all-in-one’ system you have access to everything under one portal that is simple and easy to use. Instead of running a MailChimp campaign and trying to track clicks against Google analytics, email campaigns are run within HubSpot, monitored by HubSpot and every interaction made by someone from that point is measured and analysed by the system. HubSpot's powerful Lead Management System also allows you to follow your prospects through their journey on your website and how they interact with your emails and content - which gives your marketing and sales team access to all the information they need to reach out to these prospects based on their problems or interests.
It would be impossible to go over all the benefits of HubSpot in one blog - but being able to measure and track everything within one system for marketing AND sales is incredibly useful and makes everyone’s lives a lot easier (we see it everyday!).
While a HubSpot Pro subscription will only cost around USD $800 a month, setting up the CRM correctly (or importing contacts and information from another CRM) and creating marketing automation can be time consuming and costly which is where grants like the TVP can help to mitigate costs.
Hong Kong: One country - multiple systems
The Hong Kong technology landscape is a unique blend of two systems: The West and China. While there are no real internet restrictions here (you may use Google and Facebook freely), many of the residents and people visiting the area will be using Chinese services such as Baidu or WeChat instead. Businesses looking to engage with their audiences online must learn about their ideal buyer personas and figure out which systems to focus on. Linking all these different platforms in different languages can be quite difficult, but with the right support and a platform like HubSpot using customer integrations... everything can be measured in one place.
Taking advantage of the TVP by implementing a system like HubSpot means what seemed like a daunting and expensive process is now affordable and a great opportunity. Being able to thoroughly track and have complete transparency over your entire marketing and sales funnels will revolutionise the way you do business and, most importantly, how your customers perceive you.