HubSpot reveals new partnerships with SlideShare, Spotify and data analytics vendors

Marketing cloud platform provider also reveals a new agency talent funding model as well as new capabilities across its sales tools

HubSpot has announced 11 new partnerships including Slideshare, DataHero, Bigcommerce and Shopify, aimed at expanding the customer targeting and data analytics capabilities of its marketing platform.

The SlideShare integration, for example, will allow HubSpot customers to bring new leads from presentations on the SlideShare platform automatically into their marketing platform. Marketers can do this by triggering a request for contact information from viewers on SlideShow at any point in a presentation. They’ll also be able to segment those individuals by presentations and custom messages viewed or clicked on.

Partnering up with cloud-based data visualisation vendor, DataHero, meanwhile, will bring self-serve, data analytics capabilities into the inbound marketing platform.

“The opportunity that it provides for HubSpot customers to juxtapose HubSpot data with data from other tools is a huge win in our goal to give HubSpot customers the most complete snapshot of the effectiveness of their broad marketing activities,” commented director of product marketing, Meghan Keaney Anderson.

DataHero’s new alliance with HubSpot comes four months after a similar alliance with Marketo, and was announced as the business intelligence vendor confirmed a US$6.1 million Series A funding round aimed at fast-tracking its aggressive growth strategy globally. The company has also appointed serial software entrepreneur, Ed Miller, as its new CEO.

HubSpot’s alliance with Bigcommerce will see all Bigcommerce customer and order data automatically synced with HubSpot’s smart lists and reporting tools, while the deal with Shopify allows users to segment customer by lifetime revenue, average order value, products purchase, purchase totals and options to create personalised and trigger-based emails.

Other remaining integrations announced this week by HubSpot are with Appcues, BrightInfo, Hellosign, Infer, Invoca, Marin Software’s Perfect Audience display retargeting solution, and Scripted.

In other HubSpot news, the vendor launched a new growth fund loaning up to $300,000 for top-tier diamond and platinum agency partners to invest in building sales, marketing and service talent. The program will be will be capped at $3m, the company said, and is an extension of HubSpot’s channel marketing development fund.

Funds will be provided interest-free at least for the first year.

Read more: HubSpot’s US$100m IPO listing welcomed, but profitability questions raised

The third announcement from HubSpot this week was the launch of a new version of its Sidekick sales acceleration tool. Improvements include the ability to prioritise interested leads and place calls directly from the desktop, automatically recording and logging customer calls to CRM, new templates for sales reps to create targeted emails from their inbox, and analytics on email templates and sales collateral.

Having integration between sales and marketing technology capabilities has been a growing priority for the vendors looking to craft a comprehensive marketing platform for marketers. Marketo’s marketing cloud, for example, includes Sales Insights for the sales team, while Oracle’s Marketing Cloud includes Sales Enablement tools from its Eloqua technology purchase.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in