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The Inbound Growth Blog covers all topics relating to an integrated marketing strategy. We write about inbound marketing, social media, integrated marketing strategies and the sales process.

HubSpot3 Takes Inbound Marketing to a New Level

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Posted by John Beveridge on Aug 29, 2012 8:57:00 AM

HubSpot3 Inbound Marketing SoftwareNot content to rest on their laurels, marketing automation software provider HubSpot announced today the release of the latest version of their software, HubSpot3.  HubSpot3 is a leading-edge marketing software platform that brings sophisticated internet marketing capabilities to all segments of the marketplace - from small businesses to enterprise organizations. 

One of the most notable elements of HubSpot3 is the improved user experience.  Most of the new elements are intuitive to the user and don't require repeated calls to the support center to figure out.  Another feature interwoven throughout the software is dynamic content.  Dynamic content is the term for content, images or actions that change to be relevant to the individual viewing them.  Dynamic content can evolve over time or based on what information a company has stored about the individual viewers preferences and interests.

What's new in HubSpot3?  Here's a summary of the new features:

Contacts Database

The new contacts database is the brains of the marketing platform.  As with most elements of the new platform, contact records are constantly updated based on their changing preferences and interactions with your company.  A recent study by the Aberdeen group concluded that click-through rates improved by 14% and lead conversions improved by 10% when contacts received personalized e-mails with content relevant to their needs.  HubSpot3 allows the user to segment lists for personalization based on any element of the contact record - from where the lead is in the customer lifecycle to demographic elements like geographic location and company size.  The screen shot below shows the creation of a segmented list called B2B Sales Leads in Boston.  This segment will receive e-mail communications relevant to their unique needs.

inbound marketing segmentation

E-Mail Marketing Module

The e-mail module was released to a small group of customers in June and has been summarized in this blog post.  The e-mail system is closely integrated with the contacts database, workflows, social media, dynamic content and a connected CRM system.  It enables greater personalization and deliverability than ever before.

Workflows

Workflows leverage the data in the Contacts database and a series of rules set by the user to create evolving segments and automate marketing actions. More than email automation, workflow 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.

How to enhance your internet presence with social media

Landing Pages

Landing pages have been rebuilt to integrate 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.  For those like me who have been using the new Email marketing module, the landing page templates will be familiar.  A wide selection of templates lets you create attractive, professional landing pages without hiring a graphic designer. 

Landing Page Screenshot

Smart Forms

Have you ever been annoyed by having to complete a form with ten data elements in order to download an eBook from a company with whom you've already had multiple interactions?  If so, you'll love the Smart Forms feature of HubSpot3.  Smart Forms will only require you to complete form elements that you haven't completed before.  For example, if you have already shared your e-mail address and the name of your company, the smart form won't require you to resubmit it to download a new eBook.

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, HubSpot social media now includes a view of all your Twitter and Facebook interactions and enables you to respond, follow or complete other social media actions within the software.

Mobile App

As a user, the new mobile app is one of my favorite parts of HubSpot3.  HubSpot's new mobile application enables you to keep track of your lead generation efforts on the go.  The app includes tabs for Sources, Marketing Grader and Contacts and is available for free in the app store.

The beauty of HubSpot3 is that everything you need to run an internet marketing program is included in the cloud-based software.  You can cancel your subscriptions for e-mail marketing and social media management - well-designed integrated platforms are included.  To summarize, you can't go wrong with the HubSpot3 all-in-one inbound marketing software. 

The DAC Group found that 71% of enterprise purchases began with a search-engine query in 2011.  If you want to sell your products and services to match the buyer's decision-making process, consider inbound marketing and HubSpot3.

Want to Be Among the First to See HubSpot3?

end-to-end inbound marketing software demonstration

Topics: Inbound Marketing

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