HubSpot Content Membership

Enterprise-level CMS Feature

Hubspot is an integrated CMS / CRM marketing tool. The Audience Access or ‘Content Membership’ feature allows businesses to put their content behind a user-login on their website. This gives them the ability to to provide personalized customer to individuals or communities, and monetize their content. The feature was designed around the existing structure and functionality of the CRM Tool.

This covers the project, and several iterative projects to improve the UI and add functionality.

On this page:

  • Guided overview (via Invision)

  • Workshop sample

  • Design Doc

  • Feature announcement / customer review

 
 

View project details & key screens

A guided overview of the feature and a collection of projects related to it.

 
 
 

Workshop: Journey Mapping the User Experience

Six months after launching the beta version of this product, I co-facilitated a workshop to strategize the future development of the product. These are some artifacts from that experience.

1. Visualizing the current experience

I created this visual to help workshop participants understand the existing path customers were taking to get through set up and customization of their membership site.

 
 
 

2. Workshop Journey mapping

This is a screen capture of the results of a remote workshop in which participants walked through the experience themselves in the mindset of the customer, describing what they were trying to do, what they were seeing, what they were thinking and feeling while they went through each stage of the process.

 
 
 

3. Results / Identifying key problem areas

This is a partial screenshot of some outcomes of this exercise - areas that we all agreed to commit to improving. We wrote and arranged them as a group in order of importance. Later a write up was done and teams created timelines and strategies to approach each problem area.

 
 
 
 

Example of a Design Doc for a project related to this feature

These documents serve as a source of truth for the design process and sometimes beyond - straddling a project doc and a design doc. I had limited access to a project manager so I started creating them to keep all the relevant details of a project in one place, and they evolved into a shared workspace used to help create definitions, hold unanswered questions, and capture data and finalized designs.

 
SSO for Membership.jpg

This particular document includes:

  • Project details

  • UX problem statement

  • Project status

  • Definitions and omissions

  • Project strategy

  • Centralized place to get questions answered (via commenting and tagging)

  • Links to relevant resources (user research, data, related projects, GitHub issues, Jira tickets)

  • Screenshots of the existing and new UI design

  • Diagrams and visualizations of user flows and IA

  • Meeting notes

  • Finalized copy

 
 

Featured coverage across the web:

 

Customer demo
A HubSpot Partner agency created an overview of this product to demonstrate its value and usage.

This video walks you through the user interface of the live product for setting the privacy of a piece of content on your site, customizing the log in and registration experience for contacts, and interacting with contacts once they are registered.

HubSpot’s marketing page for Memberships:
https://www.hubspot.com/products/cms/memberships

Deliver your web content to specific segments of customers. We get it. Prospects aren’t the only people visiting your website. You have customers, partners, resellers, and other stakeholders you do business with. Each of these groups should find your website helpful and informative. That’s where Memberships come in. With CMS Hub, you can leverage HubSpot lists to allow only specific customers to access a section of your site. Create content that only specific groups can access. Give updates that only your current customers can see. With Memberships, your website becomes much more than just a lead generation tool.

Create personalized membership pages. With Memberships, you’ll be able to fully leverage the power of dynamic content and the CRM together to create secure yet personalized ‘profile pages’ for your customers. Contextualize the content shown to each user to provide membership-driven materials such as recent purchase information, upcoming appointments with your company, and more. With Memberships, you’ll be able to create a membership-driven website that your entire customer-base can find value in.

Expand how you do business. Access to exclusive content or promotions can change the way you do business. Create new revenue streams by offering exclusive content to your top customers. Control access to this content easily by using HubSpot lists that automatically update as new customers qualify. Have a promotion that you only want a segment of your customers to see, or an offering that only a segment of your customers will be interested in? With Memberships, you can be strategic with how you surface these offers to your customers, increasing your success with each campaign you run.

The HubCast - Episode 262 (SKIP TO: 3:30 - 7:40)
Third party podcast created by a HubSpot partner, showcasing different features. This episode has a segments about how you can leverage the power of the CRM and automation with website membership

HubSpot product announcement:
https://www.hubspot.com/product-updates/create-membership-content-using-marketing-hub
”Have you ever wanted to create a membership website, or portion of your website, that required paying customers to log into? Today, with HubSpot you can open up a new revenue opportunity from your content with the new CMS Memberships feature…”