Marketing starts with individual: no matter the nature of your company, you’re trying to convert real people into loyal customers and evangelists of your brand. That’s why your HubSpot Marketing tool is centered around an robust, integrated contact platform.
But if you’re B2B, your organization lives and breathes in the world of the companies those individuals work for. The data you collect about the companies you interact with — size, industry, location, and more — is just as important to your marketing efforts as any trait of the individual contacts.
With that in mind, did you know that your HubSpot Marketing portal comes fully equipped with a company database?
With today’s change, that companies database now lives under “Contacts” in the HubSpot Marketing navigation.
If your company uses HubSpot CRM, the companies database is old hat, and this change simply marks an old friend finding another home. If not, today’s update marks a brand new beginning in your HubSpot portal.
If you’re seeing companies in HubSpot for the very first time, here’s a quick guide:
Your companies are associated with your contacts. Let’s say John Smith from HubSpot fills out a form on your website. John Smith will be created as a contact in your database. Then, if you’d like, you can create HubSpot as a company too. That way, you can collect information about HubSpot, separately from what you collect about John Smith. John Smith (and any other contacts from HubSpot) are associated with the HubSpot company record, and can be accessed directly from there.
A pro tip regarding contact and company creation: HubSpot can automatically create companies in your database and associate them with your contacts, to save you a whole bunch of manual data entry. Here’s how. As an added bonus, companies in HubSpot are automatically enriched with tons of useful information --- location, company size, industry, and more --- from a proprietary database of over 20 million companies.
Navigating to Contacts > Companies for the first time, here’s a quick tour:
The true power of your company database lies in the way it works with every other tool in your HubSpot portal. Here are just a few examples: