HubSpot Software Analysis: Know the Facts Before Choosing
– As more companies look to take advantage of the benefits of Inbound Marketing there are a number of firms trying to position themselves to become the premier applications in the marketing automation software vertical– Hubspot, Marketo and Pardot. Companies that effectively implement automation software effectively can alter the competitive landscape.
Automating marketing campaigns makes your marketing, sales and customer service functions more efficient, change the culture of your company, grow revenues and increase profits.
As you perform your Hubspot software analysis and evaluate the other solutions, keep in mind that although many of the components and features may overlap, including email marketing, lead nurturing, CRM integration and analytics and reporting.
However, there are some distinctive functionalities that you should be aware of when evaluating these marketing automation platforms.
SEO and Lead Acquisition
Unlike Hubspot, Pardot and Marketo do not offer a solution for Lead acquisition. Hubspot provides a comprehensive one-stop Inbound Marketing system with search engine optimization and blogging tools integrated within the solution to help you find Leads and Convert them to sales.
Lead Nurturing Capabilities
Marketo and Pardot have a strong focus on lead nurturing compared to Hubspot. Both products allow rules and ?filters settings to make? lead nurturing more of a dynamic process based upon the on-site actions of its end users.
In contrast, a Hubspot offers an ?end-to-end? Inbound Marketing system that cost less, but the Lead nurturing function does not have the sophistication of the other solutions. Forms that are submitted by prospects through a nurturing sequence that is not as customizable as its competitors for unique leads.
Native Integration with CRM
All of the solutions have the capability to integrate with existing customer relationship management systems so that the systems exchange data with each other. However, Hubspot, unlike Marketo and Pardot offers a full CMS solution for any website. For example, Marketo only offers native integration with Salesforce, SugarCRM and Microsoft Dynamics.
Depending on your CRM solution, you may end up paying a higher overall cost to cover programming interfacing expense.
Ease of Use
Keep in mind that web development and online marketing solutions by their very nature are not ?easy? to master. One thing that you will learn during your Hubspot software analysis is that the solution has an interface, learning and support system that are superior to both Pardot and Marketo.
While its competitors tend toward being full scale enterprise solutions geared toward companies with? marketing and technology to provide the ?IT and ?management skills, Hubspot offers a solution that does not require the same level of investment ?for in-house technological expertise.
Analytics and Reporting
Each solution offers a closed?loop reporting standard, which allows users to ?evaluate the efforts of? the marketing and sales function. Pardot offers 40 ?canned? reports. For customized reporting, you will heed to deal with a third party called GoodData. Marketo offers both ad hoc and customized reports (additional cost). Hubspot gives you the ability to build custom reports, within the system, for every aspect of your marketing campaign, including website metrics and social media footprints.
When? conducting a Hubspot software analysis or comparing other Marketing Automation solution, it important for you to develop a list of? features, components and requirements that you will need to help you automate processes and meet your business objectives. When making a comparison for features and price, make sure you are comparing basic packages.
Select a? vendor that will work with you to help you determine if the solution has all the components and features you need to help you meet your business objectives. For in-depth information on Marketing Automation software, download our free ebook:
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.