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What is HubSpot and What Does It Do?

Posted by Dean Moothart

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August 18, 2017

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In 2006, HubSpot launched software designed to help organizations execute their inbound marketing strategies. Fast-forward to 2017 and you’ll find over 30,000 companies in over 90 countries relying on HubSpot’s Growth Stack software to help them build their sales pipelines and accelerate their revenue growth. However, there are many marketing and sales leaders that still don’t know what HubSpot is and how it can benefit their business.   

HubSpot’s Growth Stack includes CRM and sales enablement tools, but the foundation of the Growth Stack is HubSpot Marketing. HubSpot Marketing allows organizations to bring all the tools they use to support their marketing under one umbrella that shares the same data. It includes everything a marketer needs to increase website traffic, convert website visitors into leads, and “close the loop” to deliver a measurable ROI. Below is a summary of HubSpot Marketing’s functionality. 

Website Builder

HubSpot provides the ability to design, build, host and modify a website without the help of a designer or IT support. If you can drag and drop with a mouse, then you can build a website. Further, the website builder makes it easy to personalize content for every visitor and publish content that is optimized for mobile. After your new website is launched, HubSpot provides a report card for each website page and offers recommendations to improve your websites performance in search engines.  

Blog

Blogging can be an integral step to a company’s inbound marketing strategy. Companies that share thought leadership via a blog see 3.3x more website visitor per month within a year and 3.5x more leads per month within a year. HubSpot marketing software makes it easy to create and publish blog content. More importantly, though, HubSpot makes it easier to grow an audience for your content by optimizing it with recommended keywords. It then provides the ability to capture data and measure the impact of each piece of published content.    

Keywords

HubSpot helps you discover, organize and track the keywords that drive your organic search results. Further, you can benchmark your rankings against your competitors and get keyword suggestions and on-page SEO advice.   

Ads

If you are using Google AdWords, Facebook Ads or LinkedIn Sponsored Updates as a part of your marketing strategy, HubSpot’s Ads add-on provides the ability to not only measure impressions and clicks, but also leads, customers and actual ROI of your ad campaigns. 

Calls-to-Action (CTAs) & Landing Pages

Increasing traffic to your website is great, but converting those visitors into qualified leads is more important. CTA buttons for marketing offers can give any website improved lead capture functionality. CTA buttons drive visitors to custom landing pages that can be designed, built and added to your website in minutes without the help of IT Support or a designer. CTAs and landing pages can be customized for each unique user experience based on a variety of contact properties. Real-time traffic and conversion data allows you to analyze results, perform A/B testing, and optimize the tools to improve future performance.  

Lead/List Management & Segmentation  

The marketing data of many organizations is “siloed” within the many disparate marketing tools they use. Some of their data resides in their email tool; some is in their CRM, and some is in their social media management tool. HubSpot allows you to store all your leads and marketing data in one integrated database. This allows you to easily view all your contact interactions, score leads based on these interactions, and prioritize data for future marketing activities. Further, detailed list segmentation capabilities facilitate truly personalized marketing campaigns.        

Email Marketing

Achieve improved deliverability and response when you create easy-to-design and execute personalized email campaigns. HubSpot’s best-in-class analytics help you track the effectiveness of each campaign and optimize them for enhanced future performance.

Marketing Automation

Automation allows marketers to accomplish more with fewer resources and in less time. 64% of marketers say they saw the benefits of using marketing automation within the first six months of its implementation.  HubSpot’s marketing automation helps marketers design, build and execute personalized prospect engagement workflows that are triggered on form submissions, website page revisits, content views, etc. Automated responses can be crafted for the various prospect activity and alerts can be set up to facilitate the next-best-step in the sales process.

Social Inbox

HubSpot helps you increase your social media activity and improve your social interactions without investing more time and effort. Postings to multiple networks can be planned, written, scheduled and monitored with just a few clicks. Further, every social media interaction can be tracked and monitored in the marketing database and you’ll never miss an opportunity to engage with your market.  

Reporting

The “Holy Grail” of marketers has always been the ability to build accurate lead attribution and marketing ROI reports. 43% of marketers say proving the ROI of their marketing activities is their top marketing challenge. Marketers that calculate ROI are 1.6x more likely to receive higher budgets. Demonstrating marketing’s impact on the bottom line is in reach with HubSpot because of its integrated database and the ability to create custom reports that track virtually any metric and data point.  

HubSpot is a powerful marketing tool. However, it’s important to understand that it’s just that—a tool.  Marketing software, in and of itself, will not magically improve your marketing results. But combining it with a well-planned marketing strategy and a team of talented marketers to execute the strategy will give you an advantage over your competition. 

 LeadG2 Inbound Marketing Strategy Checklist

Topics: inbound marketing, HubSpot, sales enablement

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