2020, New Year, New You? Well HubSpot hasn’t just designed this release on a whim. With 18 months of research and data backing this move, HubSpot have released an epic upgrade to Marketing Hub Enterprise.
Having worked on Marketing Hub Enterprise since the start of 2015, I have been privileged to see HubSpot evolve and grow as a company and as a product. If you know me, you will know that I am a true Hubspot fan and love using and learning about the tool.
Here are some of my favourite updates from Marketing Hub Enterprise 2020 and what they mean for your business in South Africa.
1. Multi-touch revenue attribution reporting
Gain true insight into which marketing actions are important for driving sales and which are not. This will allow you to make better strategic decisions and drive even better results for your business.This tool connects every customer interaction to revenue automatically.
The tool offers 6 attribution models (First touch, last touch, full path, linear, W-shaped, U-shaped) to allow you flexibility in determining which attribution model works for your business.
2. Partitioning
As your team grows so does the complexity of their needs - now your HubSpot portal can support that complexity! This new feature ensures that every user has access to the right content by matching the security and granular controls that businesses have in place. This feature is also helpful for data protection - allowing hierarchical teams or nested teams.
While the tool itself isn't new, the full set of features has been upgraded and beefed up to go further. You can partition landing pages, website pages, lists, forms, CTAs, blogs, emails, workflows, and CRM data.
3. Multiple preference centres
Now this is a release that I have been waiting for! Being able to create different preference centres for every team of brand will allow users who run different brand domains in a portal or work in different regions to customise their subscription types for improved data integrity and a better customer experience. This tool will be very useful for teams who use HubSpot who work with different languages.
4. Adaptive testing
While we all know about A/B testing and this feature has been available in HubSpot’s Marketing Hub for years, this feature takes testing and optimisation further.
This tool allows you to create up to five variations of a page and over time, HubSpot sends more traffic to better performing versions, and ultimately picks the winner for you.
This means that you don’t lose traffic while the test is being run AND you don’t have to go back and choose a winner. This tool uses the power of machine learning, removes some of the manual actions from testing, and allows AI to assist you.
5. Higher capacity
The limits within the HubSpot tool, which include the number of lists or workflows that you can create are well established and documented. To ensure that HubSpot Marketing Hub Enterprise users are not limited by the current capacity, HubSpot has doubled the previous
limits across workflows, lists, and more. Now you can have 20 reports on a dashboard as well as increasing the API call limits.
6. Custom events
While the custom events tool is not new to HubSpot Marketing Enterprise, this is a very powerful tool where you can track advanced activity and then trigger marketing actions based on how people engage with your software or app. You can now do behavioural targeting across the HubSpot platform.
7. Account Based Marketing (Also available in Marketing Hub Professional)
This is another really exciting feature. With the rise of account-based targeting or ABM, we have seen the need for businesses to track target accounts, focus on their needs, and track online as well as offline engagements with these target contacts/companies. Previously you were able to track ABM in HubSpot, but now HubSpot has added some tools to assist in supporting this key strategy for businesses.
Having added ABM properties like target account status, company scoring, out-of-the-box ABM reporting, ABM properties, and new templates you can now manage, drive, and report on ABM activities from HubSpot.
If you are interested in ABM and mapping out target accounts, try out the integration with OrgChartHub to assist you in mapping out the key contacts in an organisation.
Why did Hubspot choose to upgrade the Marketing Hub Enterprise?
Marketers want a seat at the revenue table and this reporting was a challenge. Now marketers can prove ROI! Many tools like Marketo, Pardot, and more work closely with attribution reporting tools as an add-on. You purchase an additional tool and sync data to report on this. Hubspot has made this tool a seamless, native experience for marketers and even non-mathematical users can do it - you don't need to be a data scientist anymore.
With GDPR and CCPA the need to increase partitioning is particularly relevant and necessary for many. This means your business data is segmented by area and only relevant users can view or edit specific data sets.
So now that you know what is included in the new Marketing Hub Enterprise I hope you are as excited as I am. If you want to find out more feel free to get in touch and I’ll happily to give you more information and demo this more powerful tool for you.
