This year we had the opportunity to participate once again in HubSpot’s Partner Day as part of Inbound 2018. The day’s events focused on new product announcements, partner success stories and behind the scenes discussions of HubSpot’s innovation pipeline and business strategy for the future. Beyond the staggering product innovation, what struck us most was how the profile of the typical partner has changed over the past five years.
With HubSpot's continued shift towards servicing enterprise customers, our curiosity was how the culture of the event would change and what the energy of the once-personal event would be, given the growth in attendance. We were pleasantly surprised to find HubSpot retained it's hungry, challenger-centric mindset while keeping focused on improving their product suite and client development.
HubSpot Has Solutions for Every Level of Business
The evolution of HubSpot’s partner base is a reflection of the rise in the profile of brands now utilizing their technologies. As the number of converts to the Inbound Methodology has grown, HubSpot has seen the size of their average client organization rise from SMB's in 2009 to midmarket and enterprise organizations more recently. With the expansion of their client roster, HubSpot has increased their capabilities towards servicing larger accounts and providing scalable solutions for growing companies.
The problems that HubSpot solves for haven't changed despite the focus on enterprise accounts and scalability in the suite of products. This speaks to the universality of Inbound as a methodology for organizations of all sizes and to the efficacy of the products in the HubSpot arsenal. While the foundation of HubSpot's business continues to be SMB's, these businesses no longer have to look elsewhere for CRM, marketing automation platforms or services hubs as they grow. As buzz grows around HubSpot's ease of use, customer support and growing product list, companies that once relied on Marketo, Pardot and other enterprise-priced solutions now find HubSpot firmly within their consideration sets.
More Products = More Growth Opportunities
One of HubSpot’s more exciting developments was the release of their content management system. HubSpot has long offered CMS integration tools into their line of services, but having a proprietary CMS with native integration helps round out their offering to SMB’s looking to simplify their technology stack with an all-in-one approach. Coupled with HubSpot’s trademark user-friendly interfaces and modular web design format, HubSpot’s CMS will provide enhanced capability for companies to create a dynamic, personalized website experience for their users.
With other high profile products being rolled out this year like Service Hub and deeper video integration, it can be tempting to dig your heels in and make some statement about "if it ain't broke...". Time is scarce enough without considering new product trainings and strategy, which is why events like Inbound are important. They allow for HubSpot partners to get a handle on what the new innovations are, how they work, and where they fit into the ecosystem of HubSpot products.
It's clear that these products represent a natural progression in product strategy meant to address changing client needs and evolving content engagement habits. With Service Hub it's about ensuring customers and clients remain delighted with their post-purchase experience. For video it's about creating new ways of engaging with people throughout the customer journey. And HubSpot’s CMS simplifies platform options for smaller companies looking to grow with HubSpot. These represent new opportunities for agencyQ to help our clients reach their audiences in novel and engaging ways that nurture them forward along the buyer's journey.
Challengers Still Welcome
Five years ago HubSpot had a very clear identity as a challenger. They presented an effective alternative in a space that had been dominated by large companies. HubSpot challenged the old way of thinking about marketing approaches through their inbound methodology and they challenged product and customer service expectations for CRM platforms. These days they're an established, publicly traded company and have seen their fair share of companies with similar value propositions try to move in to the space.
More than that, they've seen such remarkable growth in customer base that a popular refrain we hear from organizations who haven't used HubSpot before is, "looks like we missed the boat" or, "I feel like the white space in inbound is gone". However, HubSpot has developed a product suite to meet the needs of every size and business model of organization, and is ready to scale along side your company's growth now more than ever.
We were continually impressed with the innovative new approaches companies are using to drive growth through HubSpot. HubSpot has business solutions for companies of all sizes to utilize the inbound approach to reach new audiences, and they're adding new functionality to their repertoire all the time. If you're ready to explore how HubSpot fits into your marketing strategy, Let's Talk.