Last week, HubSpot shared a pretty powerful blog post about the state of today’s enterprise marketing software.
The key takeaways?
People hate enterprise software. And rightly so. It’s generally clunky, difficult to use, and doesn’t offer the power modern marketers need.
And the software providers that refuse to offer heavy-lifting features with a simplified UX will continue falling behind the Zooms, Shopifys, and Slacks of the world. These companies have busted the myth of power and usability existing only at odds with one another. Marketers no longer have to settle for either/or.
Whether your team already uses Marketing Hub Enterprise or you’re just dipping your toe in the water, you’ll be interested in the updates HubSpot just rolled out. It promises hugely powerful features with scalability and simplicity.
These Are the New Features You’ll Find in Marketing Hub Enterprise
1. Slick revenue attribution reporting.
Raise your hand if you hate vanity metrics. Keep it raised if you think attribution reporting is simple… yeah, we didn’t think so. Tying marketing touchpoints to revenue is historically tricky. But with the new Marketing Hub Enterprise, you can create custom, multi-touch attribution reports that are easy to understand—and explain to your board.
If you've ever had another HubSpot user delete or edit a landing page instead of cloning it, or deviate from your neatly organized naming conventions, you can acutely understand the pain of multiple users with different job functions using the same platform. This is your remedy. Partitioning is the simplest way to separate the content in your portal so users only see what’s relevant to them. And it applies to:
- Landing pages
- Website pages
- Blog posts
- Marketing emails
You can also beta test this function in lists and dashboards.
3. Adaptive testing with artificial intelligence.
According to HubSpot, the software is harnessing the power of AI to optimize conversion paths and increase traffic to your most effective pages. With adaptive testing, you can make minor changes to your pages and test up to five versions simultaneously, with the highest-performing page ultimately being shown the most often. It’s basically the smarter, sleeker, more effective version of A/B testing.
4. More, more, more capacity!
Lists, workflows, dashboards, reports, and many other parts of your portal will have a higher capacity. That means no worrying about your marketing software scaling with your company, a major concern for many enterprise teams.
5. Better chat.
Chatbots now include more opportunity for customization through code snippets and webhooks, all while tracking chat data in contact records. Furthermore, HubSpot’s improvements include advanced targeting that triggers personalized chatflows based on page scroll behavior, referral source, location on site, and more.
6. Custom event triggers.
Tasks like notifications and email sends are automated with this feature, which trigger based on visitors’ actions on your site.
7. Email send alerts.
How frustrating is it to fatigue a good contact by inundating them with emails from multiple campaigns? New email frequency safeguards allow you to set a max number of emails a contact can receive in a particular time period, preventing your team from overloading contacts’ inboxes.
8. More sophisticated lead scoring.
You can now create multiple scoring criteria based on any data point. What does this mean? More accurate lead scoring with an opportunity to better personalize outreach.
9. Password-protected pages.
Develop content that’s restricted only to certain contacts. We can see this working really well for any company that has a slew of helpful customer content that just isn’t relevant to the general public, like in-depth help articles and training videos.
10. SSO capability.
Single sign-on promises better security and a better login experience across your team—same data security, less time spent on multiple levels of authentication.
11. More control over social permissions.
Social media managers can dab the permanent sweat from their brow. By enabling draft-only permissions, there’s much less room for accidental social publishing.
12. Multiple domains (add-on).
With this add-on, you can collapse multiple domains into a single account, making it simple to manage multiple brands, for example.
13. Account-based marketing (still in beta).
HubSpot is still testing this feature, but it promises a slew of tools to help you easily run an ABM campaign: Ideal customer profile workflow templates, out-of-the-box lists, company scoring, and much more. ABM sales strategies can get pretty hairy, so enterprise teams will do well to simplify their processes with this.
14. Email preference centers (still in beta).
With multiple email preference centers, you can create separate sets of email subscriptions for different teams, regions, franchises, brands… growing teams will love this one.
We’re confident that with changes like these, enterprise marketers will be able to put more energy towards meaningful marketing moments with their customers—and spend far less time managing their software operations.
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