Now marketing automation if you haven’t heard, is the new black. Or at the very least, it’s going to be huge this year and for years to come.
If you haven’t come across it before, it allows you to automate marketing activities such as email newsletters, reminders and notifications, allowing you to more effectively nurture prospects and retain customers. Done correctly, it lets you perform marketing at scale which is pretty vital for small marketing teams that can’t afford to dedicate someone to doing email communications
The number of marketing automation suites has grown exponentially in the past few years with most offering a similar set of features. However, while there were some well-established players who claimed an impressive list of clients, after a fairly lengthy evaluation process, it was clear there was only one for me: Hubspot. Here’s why:
They rebuilt it from the ground up
Hubspot wasn’t always a marketing automation suite. They started life primarily as a unified social media and search dashboard but after acquiring a Performable in the last couple of years, rebuilt the entire system from scratch as an integrated marketing suite. That showed some serious commitment on their end rather than merely bolting on new features.
Even before I became a Hubspot customer, I was a huge fan of their content. Their marketing resources are quite possible some of the best in the industry and I’ve been referring to it for years. This also extends into the way they talk about their product. I didn’t just know what they had done to date, they gave me a glimpse into their roadmap so I also knew what was to come. Marketing automation isn’t cheap and this made me feel comfortable I was partnering with someone who was going to stay at the forefront of technology.
Their API documentation was also really well put together and simple to understand, which got our developers seal of approval.
When you talk about Enterprise software, you instantly think corporate and boring but Hubspot’s copywriting is also outstanding. It’s funny and informative, both very important if you’re going to be spending a large part of your working week in there.
Hubspot is probably the antithesis of most Enterprise software in that it’s incredibly easy to use. The compulsory training is actually really good and hardly a chore, but most impressively the UI is constantly being refined making it easier and more intuitive to perform simple tasks without having to jump around to different sections of the software.
Next time you’re evaluating software for your business, look beyond the feature list and look what’s lying beneath the surface. Are they a company that is going to continue to grow with you and aligns with you now and into the future, or is what they’re offering now as good as it gets.