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Inbound Marketing Blog

    INBOUND Insights: New Products for Marketing Magic

    Posted by Lindsay Tjepkema

    HubSpot Announces New Add-Ons to Enhance Your Marketing Powers

    I had the privilege of attending INBOUND for the first time this year. There was so much information to consume that even now - weeks later - I’m still sifting through it all. While HubSpot announces new products and features every year at INBOUND, this year’s list of new releases was exceptional.

    There were so many new product announcements at INBOUND this year that I had to break up my summary into two blogosts! My first post focused on the new HubSpot products and add-ons for Sales. The list of marketing product updates is extremely long (and exciting) so I’m breaking down some of the new features and functionalities that I think will deliver the greatest impact for you as a marketer.

    Advertising is Inbound-Approved

    Think advertising is a no-no when it comes to inbound marketing? Not anymore! While ads used to be off limits for brands committed to the inbound methodology, that’s no longer the case. Social media, mobile devices and technology have changed the game - dramatically. Digital advertising isn’t what it used to be. Technology has given marketers the ability to reach very specific audiences with personal, relevant messages and offers that they will actually find valuable. If that isn’t inbound, what is?

    What’s more, the marketplace is so saturated with content, messaging, offers and general noise. On top of that, privacy settings, algorithms and the actual structure of today’s social media platforms are making it harder and harder for marketers to reach new people and grow online communities. And like it or not, one of the best ways to get your message not only delivered to your target audience, but also have your best shot at actually achieving engagement and conversion is to put money behind it: advertising.

    HubSpot started to see this situation begin to boil over, so it asked its customers how they felt about advertising. More than half (53%) reported that they had tried advertising this year. This came as a bit of a shock to the traditionally anti-ads company, but they faced the fact that advertising may be necessary for many of today’s brands.


    The HubSpot Ads Add-on (image courtesy of HubSpot)

    HubSpot’s response to the changing marketplace and the increased need many of today’s brands have for advertising is a new product: the Ads Add-on. They figured that if their customers are going to advertise, the least they can do is help them advertise well.

    The Ads Add-on allows users to create and manage LinkedIn and Google AdWords campaigns right from within HubSpot. The tool even provides in-product tips for guidance on getting the most out of paid campaigns as well as bidding and payment integration.

    Then - because it is HubSpot, after all - users can also measure the success of the campaigns tracking metrics all the way down to the keyword or specific ad. Users can also track the ROI of each campaign with the high level of clarity that HubSpot users have come to expect from the platform. Insights allow users to view the entire journey of an individual from the initial click within an ad all the way through their conversion into a paying customer.

    There is currently a free 30-day trial for the Ads Add-on, but should you decide to use it long term, it will cost an additional $100 per month.

    INBOUND Insights by IMA


    Lead Scoring Gets Decoded

    Have you ever tried to set up lead scoring? Whether you’ve attempted to do it in HubSpot or using any other tool or strategy, you know just how confusing and overwhelming it can be. The process HubSpot historically recommended involved a whole lot of guesswork followed by loads of revisiting, tweaking. And even then, it’s virtually impossible to know if you’ve gotten it right.

    In a recent blog post by Dharmesh Shah, the HubSpot founder said the following about the process: “Lead scoring can be a great way to align your marketing and sales team around a common set of criteria, but it can also be incredibly manual to set up. It requires users to try to find patterns among thousands of possible factors.”

    You see, the problem with lead scoring is that it is incredibly valuable once you’ve got it set up correctly. But getting set up correctly feels virtually impossible for most marketers. Thankfully, HubSpot just changed all of this with the announcement of Predictive Lead Scoring.

    Here’s part of HubSpot’s statement about the product:

    “Marketers generate dozens of leads through campaigns and lead nurturing, but not everyone is qualified. Understanding all of the factors that go into making someone qualified can be difficult, if not impossible. Not only do you need to figure out all of the properties to factor into your score, but you need to figure out how much to weigh them by. Predictive lead scoring takes the pressure off of the marketer by providing a lead score based on behavior, demographic, social, email, and spam detection data.”

    Interested? In order to use HubSpot’s new predictive lead scoring, you must be an Enterprise-level user. According to HubSpot, here are some general guidelines that are required. In your HubSpot account you must...

    • Have both engaged and unengaged contacts in HubSpot.

    • Have been marking contacts as customers for at least three months.

    • Have at least 500 contacts in HubSpot that are marked as customers.

    • Have at least twice as many contacts who are marked as non-customers.

    This is a big deal, folks! Predictive Lead Scoring is taking all of the cumbersome, confusing, labor-intensive guesswork out of the lead scoring process and just provides reliable scoring automagically! Now, it’s up to us to use the information to make our lead nurturing processes better and more effective.

    To use this feature, head to Contacts > Lead Scoring. You will see a tab for Manual Lead Scoring and a tab for Predictive Lead Scoring. Click on the tab for Predictive Lead Scoring. We will then walk you through the differences between manual lead scoring and predictive lead scoring, how we could up with the model, and how each contact will be given a score. You can then start to process your model.

    Inbound for Everyone - Even Very Small Businesses

    Today’s small business leaders are more marketing-savvy than ever before. Many see the value of marketing, of blogging, of delivering valuable content to draw in their target audience. They want to fully embrace inbound marketing, however, they can’t afford something like HubSpot, nor do they even need many of the more sophisticated tools of the platform.

    In the past, these small and very small businesses, such as bloggers, freelancers and contractors, and startups weren’t able to benefit from the valuable information about website visitors that larger companies get from HubSpot. But that all changed at INBOUND15 with its announcement of Leadin.

    Leadin is a FREE (yes, free) marketing automation and lead generation website plugin created by HubSpot. The best way to explain it is that it is basically a very, very light version of HubSpot (VERY light). In fact, many of Leadin’s features are very similar to those found in HubSpot and Sidekick.


    The Leadin platform from HubSpot (image courtesy of HubSpot)

    With Leadin, small business owners get detailed information about each lead in their database, as well as valuable information about how they behave on their website. With Leadin, you can create lead generation forms to maximize conversions, organize email contact lists, and track and analyze important website metrics like visits, contacts, conversions, and more.

    While Leadin was actually released last year exclusively for Wordpress, it was made available for all CMS platforms at INBOUND. Consider adding Leadin to your blog or small business website today. Setup takes less than five minutes. And did I mention that it’s FREE? Simply search for it within the plugin search tool in your Wordpress dashboard or download it from Leadin.com.

    There are so many other great new products, add-ons and features now available in HubSpot. So many, in fact, that I simply can’t cover them all here. If you’re interested in learning more about the other new options available, take a look at this complete synopsis by HubSpot’s Rachel Sprung.

    And if you’re looking to get started with Inbound Marketing, this beginners guide is a great way to build a foundational knowledge of what it is and how to get rolling.

    Inbound Marketing for Beginners


    Topics: Inbound Marketing