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.
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.
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.
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