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.
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In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
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