On August 20 at INBOUND, HubSpot made two big announcements. First, we introduced the next generation of the world's #1 Inbound Marketing Platform. Second, we launched a new tool for sales reps, Signals. This is a dropbox of resources for that launch. We'd love to know if you've written on any of the releases, so we can share them with our social media audience.
Marketing Platform: COS | Social Inbox | Other Updates
Sales Tool: Signals
The problem with most Content Management Systems is that they focus more on the content than the person consuming it. You can create a nice looking website, but in the end, that site is pretty static. Website visitors are not static. They access your content from multiple devices. They come at it from a number of different channels. And, perhaps most importantly, as their experience with your company grows, their needs and interests change. We wanted to build a content system optimized for people, not anonymous pageviews.
The Content Optimization System is the first integrated website, blog and landing page system to recognize the unique needs of visitors and optimize content for each person looking at it. It is mobile-optimized out-of-the-box, fully integrated with every marketing channel, and adaptive to the changing needs of leads and customers.
Mobile optimized: The latest surveys from Pew show that nearly 60% of adults connect to the web through a smartphone, tablet computer, or an on-the-go laptop. IDC projects that by 2015 more americans will access the internet through mobile devices than through desktop computers. HubSpot CMS, blogging software, landing pages and emails have all been built using responsive design, an approach which repackages the content for devices of any size and aspect ratio – a more scalable solution as devices continue to change.
Integrated: Unique to HubSpot is scale of integration it provides users. Every marketing tool from Content tools to social media to marketing automation and analytics are all deeply cooperative and connected to a marketer’s contact database -- allowing for a complete history of your leads interests and interactions and enabling personalization throughout your marketing.
Personalized: HubSpot’s newest release builds upon the personalization offered in its email marketing and automation tools to incorporate "smart" dynamic content and personalization tokens across website pages, landing pages and blogs.
Social Search Ready: The updates feature built-in social context like authorship tags for search engine results that have become increasingly influenced by social. In addition to basic meta data like authorship tag, HubSpot does a better job than other content management system at integrating social sharing throughout its content tools.
Wicked Fast: HubSpot uses an incredibly fast and secure content delivery network for the COS, ensuring that it will load quickly and look good to all viewers across all devices. In July, HubSpot user Yottaa put HubSpot to the test along with 7 other content platforms like Wordpress, Drupal and Joomla. HubSpot took the race.
Inbound marketing is about people, not anonymous pageviews.
Social media was always meant to be a personal medium. It was meant to give companies way to connect and respond to individuals - a touch point to further the relationship. But somewhere along the lines social media fell off track. The feed got flooded. Responses grew canned. And social media became more about broadcasting and mindless monitoring than actual human interactions.
Social Inbox tightly integrates social media monitoring, publishing and analytics with HubSpot’s contact database, enabling marketers to create highly segmented views of the social activity of their leads, customers, and biggest evangelists. The integration reduces the noise associated with social media listening, alerts companies to key individuals in need of responses, and provides context for social media interactions, replacing loud and interruptive tactics with marketing people love.
Integration with HubSpot’s Contacts Database: HubSpot will automatically match a prospect, lead, or customer’s Twitter account based on email and pull up a full record of each of their interactions with your company to date, so you can personalize your responses with additional details and context. Social Inbox will also flag any tweet from someone with the same name as a contact from your database, so you can continue to build out contact profiles.
Segment Monitoring and Alerts: A long-standing challenge for marketers is the sheer volume of data they have to sift through on a daily basis. Social Inbox enables companies to quickly and easily elevate social media shares of key populations, to readily identify the lifecycle stage of a given individual within the Social Inbox tool, and to set up alerts based on your brand’s core priorities, from category and competitive monitoring to tracking key purchase indicators.
Social Use Extended Across the Company: The structure and usability of Social Inbox makes it easy and seamless for sales and services managers to leverage the application’s feature set as well. Specifically, mobile app notifications allow sales managers to receive push notifications based on mentions of their specific leads. The integration of Social Inbox with HubSpot’s email tool also allows services employees to respond directly to customer inquiries on Twitter with a personalized email.
Actionable Analytics: Marketers still struggle with quantifying the return on social media investments, but HubSpot’s Social Inbox allows marketers to see how many visits, leads, and customers were generated by each social media channel. In addition, users can see not just the total number of clicks or interactions with an individual share, but also the names of each contact that expressed an interest in that tweet.
Inbound marketing is about humans not handles.
Modern sales tools were designed in the 90s to suit the needs of the VP of Sales. Sales reps spend all day putting information in, but they get nothing back in return. And because buyers can now get most of the information they need themselves, they end up engaging salespeople later and later in their decision process. When they do, they often know more about the product than the salesperson does.
To sum it all up, salespeople today are at an unfair disadvantage. They need the tools to turn their sales process into an inbound sales process that is more streamlined for them, and more personalized and context-rich for their buyers.
Signals is a notification tool that tells you when and how to engage your leads and customers. Signals shows you real-time notifications based on “signals” coming from emails you’ve sent, your website, your CRM system, even social media. Signals is useful to salespeople, account managers and customer service teams... anyone can start using Signals in minutes, for free.
Lead Revisit Notifications: Receive HubSpot lead revisit notifications right on your desktop when a lead returns to your website (paid version only) This gives you context about the research a prospect is doing and what they may be interested in.)
Email Open Notifications: Track the emails you send to know when an email is opened or clicked (from Gmail, Outlook Web Access, or Outlook.com)
SFDC Email Open Notifications: Track the emails you send from Salesforce, and get notified of new leads assigned to you in Salesforce (paid version only). This helps speed up response time to new leads, which is proven to correlate with higher close rates.
LinkedIn Integration: Mark important LinkedIn contacts as VIPs to receive notifications when they interact on LinkedIn, for example when they change jobs or titles.
Sell more. Annoy less.
New Contacts Report: People are what matter in marketing, not anonymous pageviews.New at the Enterprise level, the Contacts Report allows you to customize reports by any list or segment so you can understand how your most important segments navigate your content and convert.
Android App: In the Android app you'll find mobile-friendly versions of your Dashboard, Sources, Contacts, and Grader. Now you can keep up with your most important HubSpot data on the go.
New Marketing Grader: Marketing Grader is relaunching with a new user interface, more reliable data and really impressive Mobile Responsive Design emulation.
New features in iPhone App: Calendar view for publishing, monitoring for Twitter, and a view of your contact lists, plus the ability to add a contact