HubSpot’s Hobbits Announce Freemium Model

HubSpot’s Hobbits Announce Freemium Model

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

Advertising Standards Bureau Brian Halligan Dharmesh Shah InBound16 yum! china

Latest News

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
  • Media

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria

The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
  • Media

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast

Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]

Attracting Customers With Horseshoe Magnet
  • Advertising
  • Opinion

How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’

Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]

by B&T Magazine

B&T Magazine
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
  • Campaigns

Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’

In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]

Have You Seen Trevor?
  • Marketing

Have You Seen Trevor?

Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.


by Kathleen Farmilo

Kathleen Farmilo