Starting HubSpot with just three customers and a deep seated understanding of market needs, today Halligan and Shah's conviction has turned HubSpot into a multimillion dollar company with clients across 90 countries in a span of ten years. HubSpot's game-changing marketing software focuses on attracting customers through content and interactions that are relevant and helpful and not interruptive. Rather than adopting an outbound method of marketing where prospective leads are hounded with brochures and direct emails, HubSpot employs an inbound methodology. With the HubSpot marketing software, users can not only attract relevant traffic by publishing relevant content with SEO, blogging, and social media tools but they can also design web pages, landing pages, emails, and blog posts without web developers. Let the Leads come to You Today, although the concept of inbound marketing is soon catching up, Halligan warns that most organizations blindly deploy an array of sophisticated digital marketing tools which are sold under the hood of marketing automation. The consequence is that while marketers end up buying lists of email addresses that bring in short term benefits, it does not provide a set up for long term success. As inbound marketers, HubSpot’s workflow tool ensures that the lead generation campaign is an organic cycle as opposed to a onetime investment so that organizations can scale and grow effectively.
HubSpot is on a mission to bring inbound to everyone and make our customers’ lives easier
The company follows the four stages of inbound marketing: attract the right traffic, convert visitors into leads, close leads as customers, and delight all users through methods like smart text and social monitoring, whether they are visitors, leads, or established clientele. To close the right leads at the right time, the company's software solution uses inbound marketing automation to understand the needs of customers and provides a personalized path to purchase. Using behavioral inputs from multiple channels such as social clicks or pricing pages, marketers can fully understand a lead’s needs, challenges, and how to guide them down the funnel. HubSpot's marketing solution sets up powerful and integrated workflows which help automate emails and follow up campaigns. Halligan explains that with drip campaigns, users can queue up a series of emails that convert leads into paying customers. Being a fully integrated marketing platform, HubSpot enables organizations to also have access to tools which allow them to grow and replenish their database as contacts diminish over time. Owing to its advanced segmentation logic, organizations can also determine which leads should get enrolled in the workflows. Apart from emails, the solution can also be used to set up and automate webhooks, score leads, and internal notifications. To help attract more targeted traffic to web pages, the solution offers customizable design templates for building websites, blog posts, and landing pages. Along with realtime SEO suggestions, the marketing software also delivers analytics and tracks the return on advertisements. This helps customers gain insight on which marketing assets are most profitable. To top it all, the software can also be connected with HubSpot CRM or Salesforce to automatically record and organize every customer. In one case in point, the marketing department of Suzuki South Africa realized that they needed to expand their strategies to maximize returns. With the HubSpot software, Suzuki produced articles, infographics, blog posts, and videos—covering topics like how to save fuel when driving an automatic car. This freshly brewed content was published on landing pages and promoted through social media with the social inbox. Visitors were encouraged to interact through calls-to-action and forms and nurtured through the funnel with highly specific workflows. Once specific leads qualified, Suzuki South Africa sent dealership details. In addition, with the marketing analytics dashboard, Suzuki could track every metric regarding how their leads had increased and how effective the inbound marketing strategy was. Once sales figures were received from dealers, Suzuki also noticed that someone who had visited a particular blog or landing page months ago had finally purchased a Suzuki automobile.