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Marketing technology is on the rise, and the long-awaited marketing automation momentum is here to stay. However, the client is still a bit confused as to what automation solutions they need to choose, what licensing package and what is the price they will pay for HubSpot, Pardot, Marketo or other tools up there. Adding to the dilemma, HubSpot agency partners or other partner channels are struggling to make a predictable agency revenue and business model out of a traditional business, that is the technology integration domain and still have to figure out how they will deliver ongoing HubSpot maintenance and support. To add to the puzzle, recently announced Adobe acquisition of Marketo in the space is proving the mid-market readiness for marketing automation tools.
Omnichannel marketing is difficult to manage and optimize without a marketing automation tool. While many tools fit into the "marketing automation cloud", HubSpot was developed for marketers by marketers which makes is a pretty usable and intuitive tool; if you know what it was a few years back, you have no idea what a simple, intuitive tool it became nowadays. If you are in the SME space and can spend about $25K per year for the HubSpot Marketing Pro pricing, the tool is worth it. It will simplify deploying any campaign, tracking most digital marketing efforts and give you simple dashboards and reports to work on with the management. Requires little to no training for a marketer and even for company management in general and has a pretty straightforward customer journey setup. As with any tool, it requires constant maintaining and professional usage to make it worth the investment and to get the desired ROI.
Once on Hubspot, you are technology dependent. If you ever want to move or go away from HubSpot, you will see a dramatic downfall in your SEO as you will need to migrate content away from the HubSpot and that will hurt your overall
The tool is destined for all kind of marketing needs; We saw it's power in quickly setting-up campaigns, cross-year traffic analysis, simple workflow automation, and drip e-mail campaigns. Reporting on HubSpot still has a long way to go. You may experience some challenges for example on trying to get a clear form submission Report (Ps: if you need help with that we figured out a way, drop us a line, and we'll show you how). Some problems may also occur in having same numbers on your Google Analytics account and HubSpot data or integration, for, e.g., integrating HubSpot with Salesforce may duplicate your data if the combination is not well configured.
We would recommend HubSpot for outbound to our small customers but for personalizations, general design capabilities and reporting there are other marketing automation tools up there, some even Open Source that may do a better job.
HubSpot Marketing Pro it is our tool of choice for SME technology businesses needing to run multiple automated marketing campaigns, to quickly deploy, track and optimize marketing activities both inbound and outbound.
Contact Us if you would like to learn more about our HubSpot agency services, HubSpot support, and maintenance packages or if you may need some advice about which tool is better for you!