When the HubSpot platform was first introduced, it was positioned as a marketing automation platform. It had all the features that you would need from a software that was serving primarily as your email automation tool, and it was targeted at marketing teams.
Since they launched in 2005, HubSpot has seen incredible growth and their platform has grown accordingly. They have added multiple “Hubs” to the platform to separate the features for different audiences and companies. It now appeals to teams outside of marketing with HubSpot’s Marketing Hub, Sales Hub, Service Hub and CMS Hub.
But, up until the last year or so, HubSpot was considered to be a platform targeted towards mid- to small-market companies. This wasn’t due to the breadth of features they offered, but because of the depth of each feature in terms of scalability, customization and capabilities.
However, with the launch of the new enterprise features, that is quickly changing. To date, HubSpot has pretty much every feature you would need to run your business from a front-office standpoint, regardless of your company’s size.
What’s New with HubSpot Marketing Hub Enterprise?
HubSpot has put a ton of effort into adding features across the board to the platform over the last year or so.
“Up until this year, you couldn’t do some of the more advanced types of automation that you could do with other platforms,” says Guido Bartolacci, Head of Demand Generation for New Breed. “You couldn’t send notifications or move people from one workflow to the next very easily. Although the platform was always user-friendly, the capabilities weren’t always as powerful.”
The same concept runs true for integrations, reporting and the ability to maneuver and customize properties.
As companies grow with HubSpot, the features and capabilities they require to run their business scale accordingly. As HubSpot became a more powerful piece of software, they made the decision to grow their platform alongside those companies by offering the features they need. Doing so has also allowed them to open themselves up to a new market: the enterprise-level company.
Account-based marketing (ABM)
One of the largest updates to HubSpot is the addition of their ABM platform. HubSpot’s ABM tool lets you categorize companies as target accounts, rank them into tiers, sort contacts associated with target accounts into buying roles and report on engagement from target accounts.
HubSpot has added three new default properties, created a new overview section for companies in your CRM based on target accounts and also created customizable reports specifically for monitoring and tracking your ABM efforts.
These features are a game-changer for streamlining your tech stack for an ABM approach because it eliminates the need to house those accounts and information in another platform.
The addition of custom revenue attribution reports is a massive win for marketers on HubSpot. The attribution reports offer the data you need to understand how your marketing efforts are contributing to your company’s bottom line.
Revenue attribution reports let you take a hard look at all the touch-points that occurred during a deal and customize that report to match the attribution model that’s most appropriate for your company.
Like all reports in HubSpot they are easy to use and can be added to your dashboards for day-to-day monitoring and reporting.
We use these reports at New Breed to track the contribution of each member on our marketing team to the revenue we generate as a whole company. This ensures we are getting a real picture of what’s working for our customers, what isn’t, what we can do to improve and who should be getting credit for assisting sales in converting those customers.
“Only using standard out-of-the-box reports was a huge hurdle for HubSpot before introducing Enterprise, but they have solved for almost all of that now with their new reports and the reporting library,” says Guido.
The reporting library makes it easy for users to browse reports that are commonly used among teams and they are pre-populated with your company’s data. From there, the user can go in and modify or customize that sample report to meet the exact criteria they need and add it to their dashboard for easy use.
Four other reporting groups that you can now look at are your paid ad performance, sales and service productivity metrics, ABM metrics and form analytics.
Everything in HubSpot, or any CRM system, is built around properties. This is how you collect information about your prospects as well as how your team will update lead or company statuses.
HubSpot now allows for more advanced field types to be added to a contact or company record, including calculations, scores, files and HubSpot users. These field types allow for much more flexibility when it comes to measuring lead engagement, automating lead qualification, and optimizing the lead handoff processes between marketing, sales and services.
The workflows feature in HubSpot has also gotten a makeover. You can now create workflows based on more objects inside of HubSpot like contact, company, ticket and product properties. This gives users way more flexibility in the things that they can use workflows to automate.
“The integrations you have within a workflow now are extremely helpful for users,” says Guido. “You can send notifications and updates to Slack or Salesforce as well as other project management tools.”
You can auto-generate tickets, deals and tasks or assign contacts which all makes your internal processes and systems smoother and more efficient.
Additional Features That Rock
- Two-factor authentication: More security is never a bad thing, and typically the larger the company you are dealing with, the more critical or complex their security process is.
- Form follow-up emails: You can now set up follow-up emails right inside of your form settings. Before, you would have had to go to the emails tab and build it there and make the automated email send when someone submits your form.
- Adaptive page testing: “Page testing eliminates the need to have a separate software for A/B testing in your tech stack,” says Guido.
- HubSpot will now allow you to test five different variations, and it will optimize the best one for you, which reduces the effort on your part.
- Duplicate contact management: This feature lets users clean up your database by scanning for possible duplicates in your contact database. This will save you money in terms of paying for contacts as well as make sure you are getting accurate measurements when you are sending out emails.
- Additional domains: This is technically an add-on that you can purchase, but large enterprise companies often have multiple domains for different regions or branches of their company and you can now manage all of those inside of one HubSpot account.
- Greater capacity: When you purchase greater features and different Hubs, you are granted more accessibility in terms of the number of dashboards you can create and reports you can run. This lends itself nicely to bigger companies who will naturally need more of these items.
With the introduction of the enterprise features, HubSpot has clearly stepped up their game in terms of longevity and power in the software world.
The beauty of all these features is that even if you aren’t an enterprise-level company, these features are still options for your business and have the potential to greatly impact your productivity and scalability.
Weslee Clyde is an inbound marketing strategist at New Breed. She is focused on generating results using inbound methods and is driven by the customer experience. When not at the office, you can find her binging a docu-series on true crime or perfecting her gluten-free baking skills.