Dear Readers of the inbound-i blog,
You are among the very first on the planet to get groundbreaking news about the present and future of marketing. Culminating a year of intense development, HubSpot co-founders Brian Halligan and Dharmesh Shah have just rolled out HubSpot3 a powerful new version of its software that even more fully integrates and analyzes the many functions of successful Inbound Marketing.
HubSpot3 Just Announced at Inbound 2012
The announcement came minutes ago during their keynote presentation here at Inbound 2012, a gathering of HubSpot users, Inbound Marketing agency partners and those interested in learning more about Inbound Marketing and evolving their marketing for the way both B-to-C and B-to-B customers buy today. A number of new features – particularly those that provide Smart/Dynamic delivery of content, forms and calls to action -- fulfill the vision that Brian Halligan put forth at last year’s Inbound event: To enable marketing segmentation to the individual level.
HubSpot3 provides marketers unprecedented control and ease of implementation of all aspects of Inbound Marketing. If you had to cobble it all together yourself, you’d have to purchase at least eight separate products and then try to get them all to talk to each other effectively. And you still wouldn’t have as elegant and impressive a solution.
Any business owner or corporate marketer who has looked at HubSpot in the past must take another look now. Some of the new elements are available across all levels of the HubSpot product – Basic, Professional and Enterprise. Some features are available only at the Professional and/’or Enterprise levels. These decisions were based on providing features of greatest importance to each HubSpot persona group at realistic pricing levels for each customer type.
What's New in HubSpot3?
We’ll be blogging more about the specifics of the new HubSpot3 platform, but here are the highlights of what’s rebuilt or is brand new in HubSpot3 as provided by the HubSpot team:
The following new or rebuilt elements in the release of HubSpot 3 join blogging software, CMS, SEO tools, Marketing Analytics and other tools (including the marketplace) to make up the complete HubSpot 3 Platform:
- Contacts Database: Originally released to a small audience in June, Contacts is an ever-evolving information portal on a company’s audience (Prospects, Leads and Customers). Contacts is really the brain of the new platform with lead and customer profiles automatically adapting and updating based on changing preferences and interactions with the company.
- Email: Also released to a small audience in June, the email system is closely integrated with the contacts database, workflows social media, dynamic content and a company’s CRM system. It enables greater personalization and deliverability than ever before.
- Workflows: Workflows leverage the enormous amount of data in the Contacts database and a series of rules set by the marketer to create dynamically evolving segments and automate marketing actions. More than email automation, workflows enables marketers to trigger campaigns, change contact profile properties, score leads, send notifications, and sync to a CRM system based on when a lead has met a set of conditions.
- Landing Pages: Landing pages have been rebuilt to be closely integrated with the Contacts database, CRM systems, email, dynamic components, and social media. Using the new landing pages, marketers can build, implement, and measure a full multichannel campaign in one place. A/B Testing is built in (at the enterprise level) and the new landing page templates have responsive design to optimize for different devices and browsers. Because of Smart Forms and Smart CTAs (See these points below), HubSpot's landing pages are also among the most adaptive on the market.
- Smart Forms: Smart forms adapt and minimize over time. As a company gathers contact information about a given lead, the forms remove fields that have been filled in during previous submissions, making for a better user experience. For example, any of you who have filled out the same long form in HubSpot every time you want to download a piece of content will never have to do so again.
- Smart CTAs (Calls to Action): Built off the Contacts database, HubSpot 3 enables you to show images and CTAs that adapt in real time to the interests of each visitor based on previous interactions with your website. This is AWESOME and cutting edge!
- Smart Lists: Smart lists are continually evolving contact lists based on a set of criteria. Each time an individual meets the rules of a smart list, they are added. You can have an unlimited number of Smart Lists that are segmented based on the value of a contact property, being a member of a static list, or having ever filled out a specific form.
- Social Media: With a new integration directly into Contacts, HubSpot Social Media now enables you to view a lead's social activity and create dynamic segments based on your most engaged social media followers. In addition to that functionality, called "Social Contacts," HubSpot social media now has an in-app view of all your Twitter and Facebook interactions and enables you to respond, follow or other action.
- Mobile App: Available for free in the apple store, HubSpot has added a mobile application to enable marketers to keep tabs on their lead generation and customer conversions on the go. The mobile app includes a view of Sources, Marketing Grader and Contacts.
- Salesforce.com Integration: HubSpot 3 brings you an even stronger Salesforce.com connector than ever. (The software also integrates with other CRMs and software platforms via plug-ins and interfaces developed on the HubSpot API.)
The evolution of the HubSpot software was enabled by significant investment in the past couple of years by online marketing giants Sequoia Partners, Google and Salesforce.com. Some of the features – like the new email product -- are already available to new customers and are being rolled out to existing customers. Other features will be rolled out over time. A new pricing structure has also been rolled out – effective September 1. Contact us for more info and demos at firstname.lastname@example.org.
If you're still not sure what Inbound Marketing is or how it can help your business, download our free Inbound Marketing fact sheet here.