HubSpot addresses disconnection with platform-wide enhancements

Yamini Rangan, Chief Executive Officer at HubSpot

HubSpot, the customer relationship management (CRM) platform for scaling companies, announced at its annual INBOUND event new features to help businesses create deeper, more meaningful connections with their clients. Fundamental shifts in buyer behaviours have made it increasingly challenging for firms to create meaningful connections with their clients.

What do the updates mean for customers?

In fact, a recent research study from Gartner found that when considering a purchase, B2B buyers spend only 17% of that time actually meeting with the potential suppliers. A major driver of that disconnection is the proliferation of new software and technology, making it hard for organisations to connect with their data and systems, as well as with each other. HubSpot’s latest releases are a response to this current crisis of disconnection.

Investing in Platform Features that Deepen Connection

When looking to connect with clients, firms need to look beyond the software, and focus on what customers actually want – ownership, flexible buying experiences and deeper connections with firms and one another. As a CRM platform, HubSpot addresses this need by enabling merchants to connect with their own customers when and where they want.

With newly launched payment schedules, HubSpot merchants can customise their payments through a collection of dates and amounts. HubSpot’s quote-to-cash solutions also help teams save time through the quoting, billing and contracting process. Targeting operational efficiencies, these enhancements create a fast, seamless experience for customers.

HubSpot released new data management enhancements to provide clients with transparent and timely data insights through import error handling and enhanced automation. The data import experience flags and resolves data errors before they are ever published. Data quality automation recommendations also eliminate the manual burden of fixing data errors.

Using the power of HubSpot AI assistance, clients can set up automation to resolve issues as they surface. As a result, teams can now spend less time on manual work and reactive problem-solving, giving customers more time and confidence to level-up their impact.

Helping Customers Grow Better Through Connected Applications

Customers want to feel known and valued throughout their interactions with a given organisation. To make that a reality, companies need to be able to create more connected, customised experiences for their customers. HubSpot’s latest enhancements enable companies to attract, engage and delight customers in a more connected way.

Having a broad view of the entire customer journey is a key to fostering client connections, which is why HubSpot announced the upcoming launch of customer journey analytics at INBOUND. The new feature, available in public beta later this year, will provide marketers with detailed visualisations that make it easier to identify moments in the customer journey that can be optimised for better conversion, and deeper insights into customer behaviours.

HubSpot also announced enhancements to campaigns to provide marketers a consolidated view into all initiatives together. In addition to launching improvements for marketers, HubSpot also announced new features to help customer service teams create more connected experiences. Teams using Service Hub can now interact with their customers through a fully connected service desk, complete with a helpdesk, channels, and automation.

Through the new WhatsApp integration, available through public beta, teams can connect a WhatsApp business account to their shared inbox to communicate with prospects and clients without leaving the HubSpot platform. With the introduction of inbound calling, customers can make and receive calls right from HubSpot without exposing their personal phone numbers.

HubSpot also addresses the need for connected customer data for sales firms through new data quality features to keep customer data connected, clean, and secure. With the custom object builder, teams can craft customised data models without code, and enforce consistent data entry with property validations. Prioritising data hygiene is easier with HubSpot’s data quality command centre, where teams can get insights on the health of all data in one place.

What were the executives’ thoughts on the solution?

Commenting on the solutions, Yamini Rangan, Chief Executive Officer at HubSpot said, “Businesses are in a crisis of disconnection today. Their systems and data are disconnected because of cobbled point solutions. They’re disconnected from their customers, as buyers tune out saturated channels. They’re disconnected from their peers in a more hybrid world.”

“At HubSpot, we see a path forward. We believe the businesses who will win in the future are the ones who focus on customer connection, not customer management,” she added.

“We’re committed to helping our customers grow in this new world by providing strategies, technology, and communities that foster deeper connections. I’m excited about the product developments we announced today at INBOUND because they empower our customers to do even more to solve this crisis with HubSpot’s connected CRM platform,” Rangan said.

“Creating meaningful, lasting connections is the future. HubSpot is on a mission to create a powerful and easy-to-use product that gives you the insights you need to drive growth in this changing landscape,” commented Kat Warboys, Marketing Director APAC at HubSpot.

Kat Warboys, Asia Pacific Marketing Director at HubSpot

“At INBOUND we announced a wide range of innovations all to this end – tools to identify and connect with your customers, and insights to drive growth,” Kat Warboys further said.

In addition to new product updates, HubSpot also announced the launch of connect.com, a new connected community for growth professionals that helps them build strong relationships with their peers and community. More information about all of the features HubSpot announced at INBOUND, as well as even more detail on how HubSpot is creating connected customer experiences through connect.com, can be found here.

All figures, unless otherwise stated, are taken from HubSpot’s survey of 1,702 global decision makers conducted July – August 2022. The survey was carried out online.