What if a company (or a software platform) could make sense of marketing in this Internet-driven, social-media crazy world and put it all in a single dashboard that enables you to manage your interactions with all the audiences you need to reach?
HubSpot has, in its new HubSpot 3 platform.
HubSpot 3 debuted at Inbound 2012, an annual meeting of organizations that use HubSpot and agencies (like WordWrite) that provide inbound marketing services using the HubSpot platform.
HubSpot can rightly claim a huge share of the credit for inventing the field of inbound marketing and making it the fastest-growing marketing discipline. As HubSpot describes it, inbound marketing focuses on earning the attention of prospects, making yourself easy to be found on the Internet and in social media, and adapting to customers’ needs over time by producing content of value that’s delivered via your website and social media.
Earlier versions of HubSpot made it possible to effectively manage web-based content and conversations with leads, prospects and customers. Along the way, HubSpot integrated social media, email, search engine optimization and many other tools.
With HubSpot 3, the company literally changes the vocabulary of inbound marketing.
Here are just a few new terms worth learning as HubSpot once again leads inbound marketing by providing an entirely new platform with new capabilities for its users:
Dynamic Content is content, images or actions that is customized for the individual viewing them. Anyone who’s been back to a company website on the Internet and been forced to retype the same information on each new visit can appreciate functionality that enables a website, through dynamic content, to know who you are and remove those nasty, annoying fill-in-the-blank exercises. Better yet, dynamic content can evolve over time or based on what information a company has stored about an individual viewer’s preferences and interests. This means that when I visit a website over time, it remembers to show me only new information or information that I want, based upon my previous visits. Until now, this capability has been available only to the largest companies because of the cost to build dynamic content into a website. HubSpot 3 makes dynamic content available to hundreds of thousands of companies and organizations and millions of people who arrive at company or organization websites though inbound marketing.
Social Lead Nurturing: is any interaction between a company and a potential customer that is driven by social media or enhanced by interactions on social media. The new HubSpot platform creates a command center that enables integrated nurturing of relationships that lead to creating customers through inbound marketing.
Smart Content describes website content that “knows” enough about someone visiting to provide interaction opportunities customized to that visitor. Two examples of smart content are part of the new HubSpot 3: Smart CTAs and Smart Forms. A Smart CTA (or Call to Action) gives a repeat visitor a different call to action than a new visitor. The best example is a blog post. A new visitor might see a page that asks the person to follow the company on Twitter. A repeat visitor (which the website knows is already a Twitter follow) would instead be asked to “share this blog post with your followers!” Similarly, Smart Forms ask repeat visitors only for the information that they have not yet provided. So if I’ve entered my name and title on previous visits, I would not be asked for this information again if the website I visited was powered by HubSpot. The website would already know this information.
As I said earlier, these are just a few of the new capabilities in HubSpot 3 that will redefine inbound marketing, elevating its sophistication while at the same time making more of these great tools available to more companies and organizations. At WordWrite, we’re excited to be a HubSpot agency partner and to offer this amazing software platform to our clients.
Want to learn more about how WordWrite employs inbound marketing to deliver success for our clients? Click here to learn more.
Want to learn more about HubSpot 3? Click here for highlights of the enhancements in the platform.
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Paul Furiga is president and CEO of WordWrite Communications. You can find him on Twitter @paulfuriga.
