HubSpot Marketing Hub Upgrades to Better Serve Larger Teams

On Thursday, during the HubSpot Spotlight event in New York, two unavoidable themes emerged. While these points may not be surprising to those in marketing, they present significant opportunities for suppliers.

The initial message is from an AI.

It's ubiquitous, developing rapidly, and shows no signs of slowing down. Should anything happen, AI will transition from being the topic everyone discusses to becoming a basic technological expectation for users, likely going unnoticed.

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The second point is that marketing teams feel overburdened. Here, AI plays a dual role as both an contributor to the issue and part of the solution.

With new AI tools constantly popping up at breakneck speed, it's challenging to stay current. Nonetheless, these technologies can offer respite by reducing mundane tasks and streamlining everyday procedures.

Only a few marketing teams experience this as intensely as those working for companies towards the upper end of the small-to-medium-sized business spectrum.

"We're frequently receiving feedback from our upscale small and medium-sized business clients who say they also feel overwhelmed by all these transformations," said Angela DeFranco, Vice President and General Manager of Product for Marketing Hub.

Large enterprises have more resources. Small teams have resource limitations. The larger SMB teams are often at companies growing quickly and where marketing is expected to lead the charge.

For a company such as HubSpot, the upper segment of the small-to-medium-sized business (SMB) market consists of clients who might move up to a different platform. In the previous year, Salesforce launched new initiatives or products. A variant of its Marketing Cloud specifically designed for small and medium-sized businesses. , putting its enterprise offering near HubSpot’s ideal market segment.

"We're putting significant efforts into ensuring that bigger marketing teams succeed and move more swiftly," DeFranco stated.

Dig deeper: Ways to utilize HubSpot for enhancing your webinar approach

New capabilities for HubSpot Marketing Hub Enterprise

The HubSpot Spotlight event held on Thursday was significant as it represented the company’s initial product launch conducted outside of its yearly Inbound conference.

The unveiling at the event’s start included an extensive roster of Marketing Hub enhancements, possibly the most comprehensive update for any HubSpot product yet. However, three specific improvements were made to Marketing Hub Enterprise aimed at sophisticated marketers within bigger small-to-medium-sized businesses. These features are presently available as part of a global beta release.

AI-driven Similar Audience lists to assist in discovering potential new clients

In Marketing Hub Enterprise, Lookalike Lists assist marketers in discovering additional ideal clients among their current contact base. The Breeze AI evaluates these lists within HubSpot’s intelligent CRM system to pinpoint individuals with characteristics and behaviors akin to an organization's top-tier clientele. Consequently, this generates a fresh roster of promising leads for marketing initiatives.

Automation for Contemporary Buyer Journeys

Modern consumers are increasingly erratic, causing advertisers to employ multiple platforms to construct and oversee customer experiences. This approach isn’t just inefficient; it also adds layers of complication for those in marketing roles. Take, for instance, how every platform comes equipped with distinct metrics systems, without offering integrated analytical capabilities.

HubSpot’s updated Journey Builder assists professionals in generating demand by facilitating the creation of sophisticated, multistage customer pathways that adjust based on individual actions. The platform includes Journey Analytics for up-to-the-minute tracking to identify at which points prospects exit the sales pipeline. Additionally, Journey Governance enables marketing teams to collaborate effectively under defined permission levels and supervision.

Management of multiple accounts across various business divisions

Marketing teams at the upper end of the small-to-medium-sized businesses spectrum frequently handle several business units or establish regional divisions.

The updated Multi-Account Management feature within the Marketing Hub Enterprise assists companies in handling several accounts through one central HubSpot entity by utilizing replicated resources, synchronized client information, and unified administration. With Asset Replication, marketing teams can disseminate successful materials among different enterprises for quicker deployment. Meanwhile, Data Synchronization aids marketers in distributing customer details for enhanced user interactions without altering the foundational database structure.

"Your marketing operations team is really going to appreciate this," DeFranco said to the audience at Spotlight.

More artificial intelligence features are heading to the Marketing Hub.

DeFranco anticipates that HubSpot will embrace more autonomous AI, with artificial intelligence expected to play a fundamental role across various applications, transcending its current position as merely an additional or experimental feature.

The future is for teams that can act as quickly as opportunities arise," DeFranco stated during her presentation at Spotlight. HubSpot intends to utilize AI to assist them in achieving this.

Dig deeper: Here are four expert-recommended strategies to maximize your use of HubSpot Breeze AI:

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