
Clean, clear, connected data. That was an overarching theme of HubSpot’s Chief Product Officer Stephanie Cuthbertson’s spotlight presentation highlighting the company’s vision for the future of their product at INBOUND 2022 in Boston earlier this month.
Unlike previous INBOUND years that announced major new product offerings or a philosophical shift from the funnel to the flywheel, this year focused on optimizing existing features and equipping marketers and sales teams with tools that allow for deeper customer connections, provide deeper insights, and align their efforts even further.
After being virtual for two years, INBOUND 2022 brought people together from around the globe to emphasize the “Age of the Connected Customer.” Personal connections are human connections, and the following HubSpot product announcements showcase more ways to deepen those relationships.
RELATED: 4 Big Takeaways From INBOUND 2022
Eliminating silos is a key to eliminating friction. HubSpot’s Marketing Campaign tools provide insights to both sales and marketing in one platform. They help to ensure alignment and that everyone is working toward the same goals by executing campaigns that drive growth and ROI.
Platform: Marketing Hub Professional and Enterprise
The addition of attributions and campaign comparisons informs stakeholders about what’s really working and what isn’t. Better collaboration and asset tracking create transparency among teams. In the end, there’s better reporting, tracking, collaboration, and project management.
Who doesn’t want greater transparency into customer journey touchpoints? Every customer is different, yet many campaigns seem to follow the same cookie-cutter formula. They also tend to assume that a customer’s journey is organized and linear. In reality, their journeys tend to have a lot of detours and twists and turns. New customer journey analytics tools help you uncover and customize to their experiences.
Customer Journey Analytics
Platform: Marketing Hub Enterprise (Beta)
Rather than a single, giant data pool, attribution data tells you when, where, and how individual prospects interact along their buyer’s journey and what’s making a real difference. Personalized experiences and full-funnel attributions help customers feel a deeper connection and build relationships.
Customer Relationship Management (CRM) software isn’t just a marketing tool. Everyone from HR to Sales to Service reps use the data to streamline their processes and deliver seamless customer experiences. But each department leverages and prioritizes that data differently. New features give you the ability to customize each team’s CRM views with the information they use most.
Platform: All Professional Tier Customers (Live)
Platform: Sales and Service Hub Enterprise (Beta)
HubSpot users can customize their contact, company, and deal records based on the properties that matter to reps. In other words, you can build your CRM data to fit your company; not the other way around!
The key to clean, clear, connected data is stopping bad data before it starts. You also need to keep that data clean going forward. New HubSpot features are aimed at helping you start with and maintaining consistent, accurate data.
Platform: Operations Hub (Live)
Platform: Operations Hub Professional and Enterprise (Beta)
Platform: Operations Hub Professional and Enterprise (Beta)
Organizations need a single source of truth and the ability to quickly identify and correct errors. Reliable data enables connected experiences and more meaningful interactions. Now, marketing, sales, and service teams can spend less time scrubbing and more time engaging with customers on a deeper level.
Without maintenance, CRM data decays at 34% each year. — Validity, 2022
Many of the new features and upgrades announced at INBOUND 2022 are available to HubSpot Pro and Enterprise customers. For companies that want to stay on the leading edge of innovation and gain a competitive advantage, upgrading their HubSpot license should be a consideration.
For a full overview of recent HubSpot product updates, many of which are available with any level of HubSpot, check out their video below.
Whether you’ve been using HubSpot for years or are just getting started, there’s something to learn in our Guide to Improving Your Inbound Efforts. Click below to learn more, and reach out to our team if you want to request an inbound assessment.
Topics: Marketing Technology, Inbound Marketing