HubSpot adds ABM, attribution reporting and machine learning A/B tests to Enterprise offering.

• attribution, HubSpot
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Marketers face countless complexities and nuances when it comes to tasks such as attribution reporting, A/B testing and account-based marketing. Whether cobbling together data from different platforms to create a report or spending hours analyzing performance, these challenges can add up to frustrating experiences and under-utilized martech systems.

Marketing platform provider HubSpot has added several key features to its Marketing Hub Enterprise offering in hopes of providing a more user-friendly experience for enterprise users. The new features include revenue attribution reporting, intelligent A/B testing, partitioning and account-based marketing tools, among others.

Why we care

Revenue attribution has plagued marketers for years, especially as new digital channels have come into play. HubSpot’s interface and design are configured to help marketers identify what touchpoints and channels drive the most value from their efforts.

Source: HubSpot

A/B testing requires a heavy lift on the end-user and could pose risks. It can be a tedious process that ultimately relies on the marketer to determine the outcome and wastes opportunities for conversions from customers who view the losing variation during the test.

“Adaptive testing solves both problems,” said HubSpot CMO Kipp Bodnar. “It uses reinforcement learning, a type of machine learning, to continuously optimize the traffic distribution of a test based on conversion rate. And, in the end, it picks a winner for you. No need to manually check-in. No need for a statistical significance calculator. As an added bonus, because it shows the best-performing variation to the user more often over time, it improves the customer experience, too.”

More on the news

  • “There are no data requirements to use Adaptive Page Testing,” said Bodnar. “Pages with higher website traffic will have better results, as you might expect with a data-driven ML model.”
  • ABM and asset partitioning features are currently in beta.
  • HubSpot also increased limits on workflows, lists and more to expand capacity for its users.


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



HubSpot acquires data synchronization platform PieSync

• acquires, HubSpot
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HubSpot has announced the acquisition of integration as a service (iPaaS) provider PieSync, marking the company’s first major acquisition since acquiring Kemvi and Motion.ai in 2017. With the acquisition, the companies seek to provide users with up-to-date customer profiles created from data spanning various platforms.

Why we should care

Many marketers know the grief of gathering data from disparate sources to keep customer profiles as valid as possible. Some rely on a combination of automated and manual processes which create a time-consuming and heavy lift, even for the brightest marketers.

PieSync provides both current and historic two-way data synchronization that runs in the background. And through the integration, HubSpot will allow users to sync their data in real-time. The synchronization can help users have the most current customer information pulled in from a number of apps to create the most accurate view of the customer.

“The HubSpot platform has grown significantly over the past four years, with more than 300 integrations now available to customers. While those integrations are powerful on their own, the addition of PieSync’s two-way sync technology will amplify that power and enable our customers to get the most value out of the tools they use every day,” said Brian Halligan, co-founder and CEO of HubSpot.

More on the news:

  • HubSpot’s acquisition strategy is to acquire companies that can accelerate items on their roadmap.
  • HubSpot’s open platform has over 300 app partners. The PieSync acquisition seeks to provide a more efficient way for users to manage multiple apps.
  • The average employee uses at least eight apps on any given day according to data from Blissfully.


About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



HubSpot partners with Supermetrics, adding multi-portal analytics and reporting

• HubSpot, partners
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HubSpot will partner with marketing data engine Supermetrics, a partnership that the company hopes will help address reporting challenges for its users. With the new Supermetrics partnership, HubSpot users can access, analyze and report data from across their HubSpot portals. Data can be imported and viewed in Google Sheets, Google Data Studio and Excel.

Why we should care

The “manual” processes involved in consolidating siloed data can be a tedious, and often attested part of an organizational reporting strategy. HubSpot users should be able to consolidate their data with other marketing data for cross-channel analysis and reporting, thanks to Supermetrics’ data engine.

“We have several automated dashboards set up for clients. Until this point, there was always a bar missing, which was customers, but now with Supermetrics’ HubSpot connector, we’ve been able to add that missing piece into the dashboards. This connector has helped us greatly on what we call “Operation Close the Loop,” said Maricarmen Vargas, digital account manager at Vuelo6, a Puerto Rico based marketing agency that uses HubSpot.

More on the news

The Supermetrics and HubSpot partnership will grant marketers access to a wide variety of new feature enhancements. Supermetrics/HubSpot will be able to:

  • Pull HubSpot marketing and sales data into a single spreadsheet or dashboard.
  • Measure the performance of the entire conversion funnel, from new visitors to closed customers.
  • Create custom automated reports that refresh daily in Google Data Studio.
  • Combine data from multiple HubSpot portals and create custom multi-account reports.
  • Combine HubSpot data together with data from other marketing platforms, such as paid, social, and web analytics tools and get a complete overview of marketing performance.


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HubSpot’s free users get a premium upgrade

• HubSpot, users
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Users of HubSpot’s free CRM tools will now be able to send targeted emails and manage social ad spending, according to an announcement from the marketing software provider. The newly accessible capabilities are designed to help HubSpot’s’ small- to medium-size customers save time by integrating the solutions into a single platform for execution.

Users will be able to send up to 2,000 emails per month as part of the free offering. Additionally, they will be able to manage up to $1,000 in monthly ad spend on Facebook, Google and LinkedIn.

Why we should care

Many small and growing businesses are still adjusting to the digital-first reality when it comes to their marketing. Marketers often find themselves fighting for budgets, and it can be challenging to justify investments in multiple platforms. HubSpot’s strategy of bringing this martech together into one platform could help marketers grow their reach without breaking their budgets.

“We believe that email and CRM belong together, and that every marketer, no matter the size of their budget, should be able to see how their efforts are impacting their customers and, ultimately, their bottom line,” said HubSpot CMO Kipp Bodnar. “We’re offering email as part of our free CRM to enable growing businesses to finally see how their efforts impact their customers’ experience beyond just a single email or interaction.”

By including these free solutions in part of its free offering, HubSpot is positioning itself to serve as the primary CRM, email and social provider for small businesses when they outgrow the free services and need to expand their digital capabilities.

More on the news

  • The company also announced the expansion of its free tier of ads tools, which previously only support Facebook lead ads.
  • The new capability allows users to connect to two social accounts to manage, but limits users to Facebook, Google and LinkedIn ads
  • The tool also includes conversion-level reports which are also integrated with HubSpot’s free CRM


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