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Home » OMN London Blog

Hubspot – What is it?

Submitted by on September 14, 2012 – 2:29 pm |

Today’s guest post comes from Ella Darlington of London-based B2B marketing agency Tracepoint and answers a long-standing question… what is Hubspot?

Everyone’s talking about it… so, what is Hubspot?

With 3,000 attendees at their most recent event (mostly clients and partners) inbound marketing boffins, Hubspot is already making the lives of marketers and sales people everywhere even easier.

Just last week, Hubspot announced a new version of their toolkit that enhances the way marketers want to attract, generate, nurture and convert leads into customers. It came in the sophisticated form of ‘Hubspot 3‘ and means that sales and marketing folks don’t need to switch between 3 or 4 applications for social, email and your main database. Hubspot also revealed an accompanying mobile app, just a smart part of the bigger developments taking place.

So, what’s actually new? Previously Hubspot allowed users to implement Calls to Action (CTA’s) to download content through a landing page for example. Now users can use ‘Smart CTA’s’, which serve up an action customised to the returning prospects. For example, this could show a ‘subscribe to our blog’ for first time visitors, which would then be dynamically replaced following several visits to a ‘request a demo’ button. You can also then monitor how well each CTA is performing relative to each other.

Another important aspect to Hubspot’s system is around lead scoring. We’re often asked about how to close the gap between sales and marketing, and the process of leads. With Hubspot 3 you are able to segment prospect lists according to activity in accordance with agreed criteria between sales and marketing – so you know what you need to provide and sales know what to expect. It’ll save time and boost productivity on both sides. You can also change the level at which different activities, like downloads, and CTR’s are scored if you decide that site or campaign activity is different to what you expected.

The whole idea behind Hubspot and especially this major software update is to create a tightly integrated toolset to connect previously disjointed marketing efforts. It’s an all-in-one package that manages everything from website content management, email marketing and SEO to social media and analytics.

“It’s all about 1 + 1 = 3 to create something more than the sum of its parts so marketers can create marketing that people will love.” said Dharmesh Shah, Chief Technology Officer & Hubspot Co-Founder.

With over 100 additions and changes, one of the things that we love most about the new release is the new workflow feature. This is more than simply email automation – it now allows marketers to trigger campaigns, change lead scores, send notifications to the sales team and much more.

A core Hubspot philosophy is, that at the centre of your strategy should be regular, quality content. It’s all very well channelling incoming leads but prospects need to be informed & engaged from the word go, and your blog is a vital cost-effective tool.

Many businesses are already taking action; from 2009 to 2012 the average business spend on blogs and social media increased by 36% [source: Hubspot.] You also need to prove your level of expertise to site visitors; give them a reason to choose you over your competitors. 57% of companies with a blog have acquired a customer from their blog [source: Hubspot.] Content creation is a core value at Tracepoint, and is something we introduce and maintain for clients as standard.

Learn more about Hubspot here, our first post after coming back from their annual conference Inbound 2012, for better understanding of sales and marketing download our six shocking sales and marketing statistics for tips on how to solve the issues identified.

As a certified Hubspot partner, Tracepoint also comes equipped with two certified advanced full-funnel professionals; contact us for honest advice on how to implement inbound techniques.

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