HubSpot’s Hobbits Announce Freemium Model

HubSpot’s Hobbits Announce Freemium Model
SHARE
THIS


What best describes you?

Today in Boston in the wake of Donald Trump’s upset win, HubSpot ploughed on bravely with its Inbound 2016 conference.

In a keynote address, which really only could have happened in America, HubSpot founders Brian Halligan and Dharmesh Shah dressed up as characters from the Lord of the Rings in a parody video, which again could only happen in America to illustrate their battle with cold calling.

Among the hobbits, gags and appalling acting, however, there were some real nuggets to be found. Primarily, HubSpot has once again decided to practice what it preaches and has released a free version of its platform to allow prospective customers to try the product before you buy it. Something Halligan emphasised was a fundamental shift in the way to do business in 2016 compared to 2006. In other words, you have to give value away before before you start to receive any. In publishing we call it freemium.

In other news the inexorable march towards machines doing the thinking for us has entered into HubSpots plans as well, with the introduction of bots, which will think faster and more thoroughly than humans in the not too distant future.

Here’s the release:

The way that people shop and buy continues to change – so, too, must the way companies market and sell. Today, your customers are your best marketers and your website is your best salesperson. Tomorrow, we’ll see a customer’s entire lifecycle powered by a bot and other machine learning technologies, which will create an opportunity to deliver a more targeted, personalised, and delightful experience.

That was the key message from HubSpot co-founders Brian Halligan and Dharmesh Shah this afternoon on the main stage at HubSpot’s annual INBOUND event. To help businesses tackle these shifts head-on, HubSpot, a leading inbound marketing, sales, and CRM software company, announced the availability of HubSpot Marketing Free, putting the tools built upon the Inbound Methodology in the hands of many more businesses around the world.

HubSpot Marketing Free is a key element of the full HubSpot growth stack – the trifecta of HubSpot Marketing, HubSpot Sales, and HubSpot CRM that provides businesses with the right tools and integrations they need. Working together seamlessly, all three components of HubSpot’s growth stack are available for free to start and grow with teams over time.

Reflections on the Past, Present, and Future of Marketing and Sales

During their keynote, Halligan and Shah predicted the industry’s future and reflected on the changes that have occurred over the course of the company’s 10-year history. Halligan took the stage first to discuss how customer buying behaviours have changed since HubSpot was founded in 2006.

With services like Amazon, changes in SEO, and the ubiquity of social media, companies need to work even harder to differentiate their offerings and stand out among the competition.

Key insights included:

Where companies once vied for inches of physical shelf space in a store, today’s shift in the balance between supply and demand means that companies now compete for “just millimetres on the infinite shelf of the internet.”

Regardless of whether you’re in B2B or B2C, your customers live in social media. Businesses should be marketing to their audiences where they live or they “may as well be marketing into a trash can.”

The promise of Ask Jeeves has been realised by Google. The answer, not answers, are a single search away whether it’s something you type into your mobile device or ask Alexa, OK Google, or Siri.

Cold calling is dead. Really dead. Just don’t do it.

Shah delivered the second half of the keynote by predicting where marketing technology is headed in the next five years based on where it has come in the last twenty. Key insights included:

Today, search is bigger than just Google. Users go to Facebook to look for a specific person, or to visit Amazon to find a product. So, the way to win at SEO in this new environment is to focus on HEO, or human enjoyment optimisation. Instead of solving for the search engines, marketers should solve for what creates the most joy for humans.

With the rise of mobile, the world went wild for apps – millions of apps. But, the vast majority of people spend their time using just a few – most of them messaging apps. “So, unless your business has a crazy compelling, life-altering value proposition, a mobile app probably isn’t worth the effort.”

Chatbots do far more than “chat”. Looking to the future, sales and marketing professionals will be able to use these powerful assistants to amplify and optimise everyday tasks, such as running reports, launching social ad campaigns, or creating a blog post.

All of these advancements signal a sea change in the relationship between humans and technology: “In the past, we told software what we wanted it to do. As AI technology evolves, that dynamic is shifting,” said Shah.

“Soon, software will be able to learn what we wish it could do, opening doors for businesses to transform how they interact with and serve their customers.”

Additional Product Updates

HubSpot also introduced exciting new features and functionality across its Marketing, Sales, and CRM products. The additional new and improved products announced at INBOUND align under the themes of power and simplicity to better meet the unique needs of HubSpot customers.

“At HubSpot, we strive to provide our customers with the tools they need to grow their revenue, streamline operations, and create a delightful user experience,” said Christopher O’Donnell, VP of Product for HubSpot.

“The new products and updates we announced at INBOUND this year will help them do just that, all within the full growth stack HubSpot platform.”

A Simpler, More Powerful Foundation

  • Visual Workflows introduce a brand-new visual editing interface that allows marketers to easily learn, create, and enable nurturing in their business.
  • Enhanced Reporting will improve analytics with a new dashboard that gives marketers deeper insights into what’s working and what’s not at the very top of their marketing funnels. Metrics include bounce rate, visitors by source, and more.
  • The Unified HubSpot Mobile App will include Marketing, Sales, and CRM functionalities, and replaces the three separate apps that previously existed for a more streamlined and integrated experience.

Robust Tools That Drive Growth 

  • Create content and gather feedback within a clean, simple interface. Content Strategy works hand in hand with two other new content tools – Collect and Composer , determine relevant and rankable topics, and
  • To help customers serve up content in the blink of an eye, all pages published on the HubSpot – allowing users to curate interesting information COS will now be AMP Optimized.
  • Facebook Ads are coming soon to the HubSpot Ads Add-On, enabling customers to create, measure, and optimize their Facebook ads right in the HubSpot platform.
  • Projects is a powerful productivity tool that enables users to organize their work and collaborate with their team all within HubSpot. The tool features ready made project templates so teams can execute new tactics quickly and easily. Integrated Sales Products for Deeper Connection
  • Deeper Functionality in HubSpot CRM makes it even easier for more advanced sales teams to track and connect with their contacts. New features include expanded permissions, company merging, parent-child relationships, and more.
  • Coming in 2017, a new integration with LinkedIn Sales Navigator that enables sales reps to better target, understand, and engage with prospects and leads.
  • Meetings makes connecting with customers and prospects even easier by enabling users to share a rep’s calendar through a link in an email or embedded right on the company’s website.
  • During his talk, Halligan noted that a company’s website has become its best seller. Following that trend, Messages lets prospects chat with a sales rep in real time directly on the company website, right when they’re most engaged.

Please login with linkedin to comment

Latest News

Yellow Tail Appoints Paper Stone Scissors For China Push
  • Advertising

Yellow Tail Appoints Paper Stone Scissors For China Push

Casella Family Brands has announced it has appointed creative agency Paper Stone Scissors to localise the iconic Yellow tail (stylised [yellow tail]) brand for Chinese consumers. The appointment follows a competitive agency tender in September Paper Stone Scissors will be responsible for the strategic, digital and creative development and production of the 2018 Yellow Tail campaign […]

Filtered Media Announces Nine New Hires
  • Advertising
  • Media

Filtered Media Announces Nine New Hires

Integrated brand storytelling agency, Filtered Media, continues its rapid growth with the mid-sized company appointing nine new team members in recent times, and moving to expansive new premises. Two senior hires include Nicole Manktelow as content director and storyteller for Filtered Media’s finance and technology practice, and Nick Ross as senior manager, content and analytics, a newly created role designed […]

Red Rooster Unveils Saucy Tinder Campaign Results
  • Marketing
  • Media

Red Rooster Unveils Saucy Tinder Campaign Results

Red Rooster’s Tinder campaign launched late last month – with results immediately revealing some very interesting differences between men and women. In a first for the brand, Red Rooster’s latest campaign took to the popular dating app Tinder, integrating the swipe function into its advertising and targeting customers in a whole different way. Red Rooster’s […]

Infographic: Aussies Set To Choose Kmart For Christmas (With 33% Admitting They’re Re-Gifters)
  • Marketing

Infographic: Aussies Set To Choose Kmart For Christmas (With 33% Admitting They’re Re-Gifters)

A new study into the Christmas shopping habits of Australians has found that Kmart will be our number one retailer of choice this year, with, interestingly, Amazon struggling to rate much of a mention. The study, by Melbourne customer insights agency Honeycomb, involved the responses of 1000 Aussies and their festive shopping habits. It found 55 per cent said they’d […]

by B&T Magazine

B&T Magazine
QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]

Rogue Penis Radio Prank Goes Horribly Awry
  • Media

Rogue Penis Radio Prank Goes Horribly Awry

This radio prank has it all - a rogue willy, tears & humiliation. The only surprise is it doesn't have Kyle Sandilands.

by B&T Magazine

B&T Magazine
Stockland Invites Aussies To ‘Share Some Unexpected Joy’ This Christmas In New TVC Via Lavender
  • Advertising
  • Campaigns

Stockland Invites Aussies To ‘Share Some Unexpected Joy’ This Christmas In New TVC Via Lavender

Shopping Centre group Stockland has released an emotive campaign across its 40 national social and owned media channels via CX agency Lavender. The ‘Share Some Unexpected Joy’ campaign tells the story of Lucy, a thoughtful Australian girl who recognises that just like her and her mother, some of their neighbours will be spending Christmas alone this […]

QMS Switches On Digital Transaction Platform In NZ
  • Advertising
  • Media

QMS Switches On Digital Transaction Platform In NZ

In a New Zealand first for large format roadside digital, QMS Media is launching a digital transaction platform in conjunction with Rubicon Project and Digital Commons, who will represent the product in the market. Operating on a ‘guaranteed orders’ principle, advertisers will have the opportunity to buy QMS premium digital inventory nationwide via the Rubicon […]

Clemenger BBDO Melbourne’s SNICKERS ‘Hungerithm’ Goes Global
  • Advertising
  • Campaigns

Clemenger BBDO Melbourne’s SNICKERS ‘Hungerithm’ Goes Global

Following its huge success locally, Clemenger BBDO Melbourne’s ‘Hungerithm’ platform it conceptualised for SNICKERS is rolling out across US and European markets. The US has been the first region to roll out the platform through a nationwide partnership with 7-Eleven’s plus-9,000 stores. The launch of the Hungerithm in the US sees the platform pick up […]

Interbrand Australia Appoints whiteGREY’s Davy Rennie As CX Director
  • Marketing

Interbrand Australia Appoints whiteGREY’s Davy Rennie As CX Director

Brand consultancy Interbrand Australia has announced the appointment of Davy Rennie as its director of customer experience (CX). In this new role, Rennie will deliver solutions across Interbrand’s clients including Telstra, Event Hospitality and Entertainment, and The Star. Rennie joins Interbrand armed with more than 10 years’ experience across digital, innovation and customer strategies. With […]

News Corp Announces New Era For The Manly Daily
  • Media

News Corp Announces New Era For The Manly Daily

News Corp Australia has announced a bold new direction for one of its community brands, the Manly Daily. In January 2018, the Manly Daily will launch two hero print editions on Wednesdays and Saturdays, complemented by an enhanced online and mobile offering. The two unmissable print editions, each with a distinct unique personality and purpose, […]