Hubspot Inbound 2013 Recap

7943587208_f179385cfc_cHubspot’s INBOUND 2013 Conference in Boston kicked off with co-founders Brian Halligan and Dharmesh Shah as they unveiled a new product to help companies manage their websites called the Content Optimization System, a social media tool in Social Inbox, and updated analytics to help marketers bridge the gap between their web analytics and their CRM solution. HubSpot also announced the launch of a free sales app called Signals.

“For the last several years, content has been king, but content only gets marketers half way to an optimal interaction,” said Dharmesh Shah.  “The HubSpot platform now includes a content management system re-imagined: the Content Optimization System matches content with context to create a highly personalized, relevant and meaningful customer experience.”

“The foundation of inbound marketing is the recognition that the way people work, live, shop, and buy has fundamentally changed,” said Brian Halligan. “Today, we’re giving marketers the tools they need to personalize and transform the experience of their customers. Context truly does change everything, and this is a critical step for personalization that goes far beyond adding a name to an email.”

Key updates include:

  • Content Optimization System (COS): HubSpot’s COS optimizes your website experience for each visitor. Part content management system (CMS), part personalization engine, the Content Optimization System is the first integrated website, blog and landing page system to be mobile-optimized out-of-the-box. It’s fully integrated with every marketing channel and personalized based on criteria ranging from lifecycle stage to job title to geographic location, among others. can easily personalize each element of the customer interaction, no coding or development knowledge necessary.
  • Social Inbox: HubSpot’s new social media tool, Social Inbox, provides context to your stream of social media messages. Social media posts are identified as coming from a customer, prospect or active opportunity, and its alerts allow sales, marketing, or customer service to respond in the right way at the right time. Social Inbox also makes it easy to highlight an individual’s lifecycle stage with a simple color-coded interface that links directly with HubSpot’s email tool to make follow-up and internal communication on social media alerts more seamless than ever.
  • New Reporting: A new reporting engine within the HubSpot platform adds context to marketers’ analytics. Instead of the generic data currently provided by most website analytics, marketers can create tailored reports on specific segments of people. Marketers can, for example, see what marketing channels are most effective at bringing in C-level executives in a certain industry, learning about what works for the people who matter most to the bottom line, and making reporting measurable results easier and more seamless than ever.

Signals, a New Free App for Salespeople

Also at INBOUND 2013, HubSpot announced Signals, a new product that extends the company’s approach to integrated customer experiences beyond the world of marketing to include sales and services. The company’s first offering beyond the marketing space, Signals is a Google Chrome based notification app that tells sales and service representatives when and how to engage leads and customers, showing real-time notifications based on “signals” from emails you’ve sent, your website, your CRM solution and even social media interactions. Signals also makes it easier to align sales, marketing, and services efforts around the interests, needs and history of any prospect, lead or customer.

Signals, available for free to anyone at or from the Chrome Web Store.  The free edition allows users to see who has read the e-mails they send from Outlook and Gmail, and receive notifications when important contacts interact on LinkedIn. The team edition (available for a $10 monthly fee per user) allows integration with HubSpot and will notify you when a lead revisits your website. The team edition also integrates with Salesforce, notifying salespeople of new leads while allowing them to track emails they send out of Salesforce.

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