HubSpot announced the launch of HubSpot 3 on August 29 at the Inbound 2012 conference. The integrated platform enables marketers to provide more personalization compared to previous software iterations, says HubSpot CMO Mike Volpe.
“The big change and big development with HubSpot 3 is the level of personalization, [which] gives marketers at any company the ability to give the personalization that companies like Netflix and Amazon do with their marketing,” Volpe says. He describes how Amazon’s e-commerce site makes recommendations to individual users based on past interactions with the company. HubSpot 3 is designed to provide similar functionality—something that most marketers, Volpe claims, currently don’t have the ability to provide.
HubSpot 3’s feature list includes, among other capabilities, a database designed for ease-of-use, a tool that controls site content, an email platform, integration with a mobile app, a social media interaction tracker, and multichannel analytics.
“Our software allows our customers to…target people based on their personal factors and have different content within different emails,” Volpe says. “And then within social…we actually now allow people to track who’s interacting with which social messages, and then use that for segmentation and personalization both within the web and email channels.”
Although HubSpot 3 debuted today, Volpe says it’s based off of technology inherited in 2011 when the company acquired marketing automation provider Performable. HubSpot then named David Cancel, Performable’s former CEO, as the company’s chief product officer.
Volpe says that HubSpot 3 will hopefully add to the company’s 7,500 customer base and will encourage more marketers to practice inbound marketing. “Today it’s all about what the buyer wants. It’s not about what the advertiser or the marketer want,” Volpe says. “Fundamentally, that means that you have to do things that are going to attract people to you as opposed to getting in their face. People fast-forward through TV ads, they use caller ID to avoid telephone calls. You need to be the thing that people are interested in, and what that really means is inbound marketing.”
Volpe adds that HubSpot’s solutions are designed to “make marketing more of a noble and respected profession that is known more for helping people than annoying them.”
HubSpot products range from $200 to $3,000-plus per month, depending on the number of contacts an organization has. HubSpot has recently been enhancing its technologies, which includes adding ESP functionality in an effort to target larger enterprises.
