“Disrupting More On Experience Than Technology”: What The Canva/Hubspot Integration Says About Modern Marketing

“Disrupting More On Experience Than Technology”: What The Canva/Hubspot Integration Says About Modern Marketing
SHARE
THIS



US marketing software company HubSpot has partnered up with Australian tech company Canva to let users design and distribute graphics in an easy-to-use way.

The newly introduced ‘Canva button’ on HubSpot gives customers the ability to design and publish social media images ads and banners onto their various channels directly from HubSpot.

Speaking with B&T, HubSpot CMO Kipp Bodnar said the new feature is not just a way to save time for marketers, but to improve the overall customer experience.

“It improves the user experience for people using both Canva and HubSpot already,” he said.

“For people who are existing HubSpot customers but may not be aware of Canva, it gives them a really amazing design tool embedded in their HubSpot experience, that allows them to do higher-quality work much faster than they’re currently able to.”

HubSpot is a software product that helps businesses to manage their marketing funnels with tools in CRM, social media, analytics and SEO.

Recently valued at $4.7bn, Canva has enjoyed great success by bringing marketers simple design tools.

Speaking of the HubSpot/Canva integration, Bodnar said companies like Canva have redefined measures of success in marketing.

“If you look at companies that are being really, really successful today – like Atlassian, Canva or Zoom – they’re disrupting more on experience than they are on technology,” he said.

“They’re succeeding by creating really well-integrated, frictionless and remarkable experiences for customers to use their products.

“Marketers have a very core role in architecting the customer experience, whether it be website experience, email experience or any other core touchpoint.”

While the Canva move is clearly a way to give marketers greater control over the experience they are creating, responsibility doesn’t stop there, said Bodnar.

“Marketing is getting more integrated with the work sales and customer service is doing,” he said. “That’s what’s fundamentally changing.

“They’re also getting more integrated into the product experience, and how they can take a product experience to the customer across all their different touchpoints.”

 

Please login with linkedin to comment

canva hubspot Marketing

Latest News

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe
  • Marketing

Dynata’s Latest Economic Crossroads Report Shows Consumer Trends From Around The Globe

Across the world, rising costs are causing anxiety and financial struggles for consumers. The worldwide impact of inflation is affecting their outlook and behaviour. More than half of consumers globally are struggling financially because of inflation and the increasing price of fuel, housing and everyday goods. Russia’s war on Ukraine intensifies their concerns around supply-chain […]

Nielsen To Publish Global Annual Environmental, Social And Governance Report
  • Marketing

Nielsen To Publish Global Annual Environmental, Social And Governance Report

Nielsen is releasing its global annual environmental, social and governance (ESG) report to share information in six key ESG topic areas including diversity, equity and inclusion, human capital, governance, data privacy and security, environment, and communities. The report is designed to demonstrate how Nielsen does what it does with responsibly and with integrity—and how that […]

Kantar Study Shows Native Video Ads Boost Brand Awareness By 26% As Part Of Larger Media Mixes
  • Marketing

Kantar Study Shows Native Video Ads Boost Brand Awareness By 26% As Part Of Larger Media Mixes

Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent Multichannel Brand Impact study from Kantar, the world’s leading data, insights and consulting company. eMarketer forecasts show digital ad spending in the U.S. will reach $270B in the U.S. by […]