19June 2021CMO INSIGHTSFueldDriving Digital Marketing Efforts toward SuccessA Primer on HubSpot for IT ProfessionalsBy Alec Cheung, Chief Marketing Officer, JootIf you're an IT professional, you've probably at least heard of HubSpot even if you don't have deep familiarity with the application. Founded in 2006 and a public company since 2014, HubSpot is one of the most well-known marketing solutions in the industry with a strong reputation in the small-to-middle market. Yet, they've also steadily moved up to the enterprise level, thus getting on the radar of more IT leaders.Today, HubSpot continues to be highly regarded among marketing professionals as a premier solution. They have nearly 69,000 customers worldwide as of September 2019, up 31 percent year over year, per their latest quarterly filing. As a marketing leader, I've now deployed HubSpot at three different companies. In this article, I explain what HubSpot does for marketers and why the platform is effective.What is HubSpot?HubSpot came to prominence as a marketing automation platform. HubSpot helped popularize inbound marketing and the whole idea of changing marketing from an interruption-based activity aimed at hitting as many eyeballs as possible to a permission-based activity with a goal of getting interested buyers to willingly opt in to receiving marketing messages by freely offering high value content.While HubSpot continues to be one of the best marketing automation solutions in the market, today they are much more than that. Their vision is to be a growth platform, which is why HubSpot's suite of solutions now includes marketing, sales, and service, all wrapped around their proprietary CRM. However, to appreciate the full value of what HubSpot does today, you first must understand its core competency as a marketing automation solution.It all started with inbound marketing automationWhen a marketer publishes a blog post, she wants to attract as many readers as possible from her target audience. She'll then want to further engage with those readers (all of whom are potential buyers) to identify and qualify those that might be good Email campaigns, videos, blog posts, social media posts--these and more are all trackable on the HubSpot platform
< Page 9 | Page 11 >