Hubspot3 is set to debut, and it has a brand new set of features that make it easily the most robust version of the platform yet. However, it's not simply another iteration of a popular software platform with a few new features. These new Hubspot3 capabilities position it as a solution to problems that have held back the advertising industry for most of its life.
Let's take a look...
That great pioneering ad man, John Wanamaker, once said something that seems as true today as it was over a century ago: "Half the money I spend on advertising is wasted. The trouble is I don't know which half."
At the time, he was lamenting the lack of feedback in his ad campaigns. It's a complaint that has stayed fresh throughout the evolution of advertising as an industry.
Fundamentally what the industry wanted was data. They wanted to know exactly how many people saw their ads, how many responded, and how many became customers. Thanks to the Internet and digital advertising, we've finally accomplished that dream. We can now track every customer through pretty much every stage of the process online.
Unfortunately, in our thirst for data, we immediately drank too deeply. The online ad industry is now positively drowning in data. We deal with so many numbers that a totally opposite problem has emerged, that of making sense of all the data we have at our disposal.
Worse, this data is usually spread out over multiple systems, hard drives, and statistic-collection utilities. For a lot of folks doing online marketing, their sales lead list is disconnected from their social media contacts. Numbers on how many customers reach them via SEO strategies are separate from those coming in via email.
This creates what I'm coming to call a "Data Maze." You have all the information you need, but it's so disorganized that finding a way through it to the clear, informed global strategy at the center of the maze is as fundamentally difficult as it was in the days when Wanamaker and Gossage were wandering blind in a data desert.
This is exactly the situation that these new Hubspot3 capabilities are designed to address.
The new Hubspot3 capabilities in the realm of data-handling and integration put it head and shoulders above any other platform on the market. At the center of it is their desire to create a truly all-in-one solution to your online marketing needs, allowing you to truly integrate all your online media campaigns while sifting through the data to find the numbers which are helpful.
By integrating all of your databases, from leads to social media, into a single combined source, you can harness the power of that data to work for you.
Let's look at a few of the most intriguing new Hubspot3 capabilities that come from this new approach:
Smart CTAs: Here is a perfect example. Rather than generic Calls to Action, you can now create tailored CTAs that match individual users' preferences based on past interactions. Mobile users, especially, want to see ads personalized to their locations. In fact, 80% of them want this, according to Jiwire.
Integrated A/B testing: When you're trying out new campaigns, you can now look beyond surface-level numbers like clickthroughs and start analyzing individual behavior. If a particular call to action especially appeals to women, for example, you could add that to your Smart CTA personalization.
Smart Forms: If a customer has already entered information into your database, why make them retype it? This can only discourage further interaction. With Smart Forms, anything you know about a customer is already filled in, saving them time.
Social Contacts: This new Hubspot3 capability is nearly unique in the industry, allowing you to tie ALL your contacts together in one single hub. Whether you're contacting them by phone, email, or Facebook, it's all in one place and will even suggest messages and times to send them, based on each customer's individual interactions with you. If they're only on Facebook between 10 AM - 2 PM, the system will note this and suggest messaging times accordingly.
Workflows: Workflows are the next evolution in lead nurturing. You can create detailed plans for nurturing different groups of people across multiple venues, as well as harnessing automation to segment them and suggest targeted strategies for each market segment.
And, along with this, there have been significant improvements to Hubspot3's capabilities in terms of the user experience, including an easier-to-use interface, and a new free iOS App that allows you to manage your ad campaigns from an iPhone or iPad.
We may not have perfected online marketing quite yet, but these new Hubspot3 capabilities take us further than we have in the history of marketing. If you are lost in the data maze, Hubspot 3 may be what it takes to show you the way.