Marketing campaigns made more efficient with HubSpot

HubSpot provides all-in-one inbound marketing software.

Link
http://www.hubspot.com

Specifications
HubSpot provides all-in-one inbound marketing software. Platform applications include blogging, social media marketing, SEO, website management, lead management, marketing analytics, landing pages, email marketing, and marketing automation.
 
Cost
Ranges from about $200 per month for small businesses to $1,000 per month or more for enterprise clients. A $2,000 consulting fee is required on start-up.
 
Ownership
Privately held

User
Anthony Tivnan, president of Magellan Jets, has been using HubSpot for more than three years.
 
How do you use it?
We log on to look at all of our website metrics, and then we make strategic decisions about what content to post on our website and where.
 
We can see traffic spikes by day, week, or month. For example, we were on RueLaLa.com recently, and HubSpot showed us that being on the site generated a lot of Web traffic aside from sales.
 
We also use it to send and analyze our email marketing campaigns. It shows us how many emails were opened, click-throughs, and how many form submissions each generated. If someone clicks on a specific program that we promote in these emails, we use HubSpot to send them a follow-up email.
 
Our HubSpot account is linked to our Salesforce.com CRM account so when someone clicks on something on our website that information goes into our Salesforce.com database. Then we can reach out to them to give them more information on whatever they were interested in.
 
We haven't experienced any problems with it that I'm aware of. If we have a question we usually email our account manager.
 
How does it serve your business needs?
We deal with a very unique clientele. Private jet customers are very discerning, and needs vary from customer to customer. There's a big difference between the customer who wants to fly on demand and the customer who wants 200 hours on a Gulfstream IV.
 
It's important for us to identify with the needs of each unique user who visits our website. A business traveler who doesn't care about luggage, who just needs to go to three cities in one day and be home for dinner gets different information from us than the five guys going to Vegas for a bachelor party or the pop star who's doing an international tour.
 
HubSpot allows us to identify what's important to these customers and make sure the message we're delivering – whether it's white papers or where on the website we place information about empty leg flights – is pertinent to them. We change the information we deliver all the time based on HubSpot analytics.
 
I'm big on strategy and HubSpot lets us not just shoot blindly and hope something sticks – it allows us to see what people are interested in and then give it to them.
 
How does it integrate with your existing infrastructure from an IT standpoint?
It's Web-based, but we've also integrated it with our Salesforce.com account. We can access it from anywhere – desktop or mobile.
 
What are the main benefits?
It makes our marketing campaigns more efficient and productive.
 
The integration with Salesforce.com was a huge driver for us. It makes the whole sales cycle much more efficient. It was expensive to set up, but it's outstanding for us to be able to look at existing or potential customers in Salesforce and see what their interests are through HubSpot. I can see what pages they're viewing, how long they're staying, and more.
 
Our clients are very demanding and time is of the essence, which is usually why they're flying private. We've seen a much higher success rate since we've been using HubSpot integrated with Salesforce. If a customer or potential customer gets a voicemail from a salesperson who knows what they're interested in it creates a warm call as opposed to a cold call. 
 
What are the main drawbacks?
None that I can think of.
 
What would you like to see improved/added?
I'm on the board of a local organization for entrepreneurs, and another board member recently told me about things HubSpot can do that I didn't know existed. I've been using it for three years and didn't know about these features, and I definitely would want to use them.
 
It would be nice to have more hands on interaction with HubSpot, and it would help me quantify what we're paying them.

If our account manager met with us once a quarter to show us what we don't know and helped us use more of HubSpot's features that would create a better relationship as we would be using so much of their system that it would be hard for us to walk away.
 
Competitors
Oracle's Eloqua: provides marketing automation and revenue performance management tools.
 
Marketo: provides marketing automation platform for email, social, analytics, lead management, and more.

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