“I’m excited by the fact today there are so many tools for businesses of all sizes to take advantage of to help them be more efficient in telling their stories. The challenge is with that many tools you need to have a way to integrate them all so they work well together.”
Andrew Lindsay is VP of Corporate and Business Development at HubSpot, a leading growth platform for small, medium and large businesses with more than 64,000 customers. In this episode of Velocitize Talks, Lindsay discusses the evolution of the inbound movement, how today’s consumers (and Gen Zers) get their information and HubSpot’s recent partnership with WP Engine.
What are the elements of a successful partnership? [4:12]
“If you have a company that’s customer-centric and another one that’s revenue-centric, it’s not going to work for us. We are 100% dedicated on solving problems for our customers and that will spur everything else.”
Last year HubSpot announced a new integration with Slack, a collaboration hub and digital workplace. (If your company isn’t on it yet, just wait.) With this integration, you can access your HubSpot CRM (Customer Relationship Management) directly within Slack. (Slack went public in June of this year.)
The customer experience reimagined [6:10]
“The customer’s expectations now are just different than what they used to be. They’re much higher. Customers are constantly being bombarded with messages trying to pitch them, sell them things, but this time they have a much broader array of choices.”
According to an Accenture study, 75% of consumers are more likely to make a purchase from a company that knows their name, purchase history and buying preferences. One-third of consumers who stopped working with a company did so because their experience wasn’t personal enough.
A winning combination: CMS with CRM [8:03]
“The CMS (Content Management System) ensures that you have the most stable and accurate website and the CRM ensures that the information that you have around your customers is integrated well into it.”
In April WP Engine and HubSpot announced a partnership to provide HubSpot tools to WordPress users including marketing, sales, service and CRM software.
Take me to your data [9:48]
“You want to have that one view of your customers so you have the ability to provide them with the best answers and the best insights as they’re seeking questions around your business or challenges that they’ve encountered.”
Why WordPress? [10:28]
“It’s out of a recognition that different businesses have different needs… and that’s why we’re working with the best managed hosting company out there.”
While HubSpot offers its own CMS, it makes sense for them to incorporate the WordPress plugin as well given that one-third of the internet uses the WordPress platform.
The Gen Z digital experience [11:38]
“When I look at the generation coming up now and the way that they expect to interact both with each other and how they interact with businesses is just different. They expect to be able to communicate not just on a website and certainly not by text but by WhatsApp, by Facebook messenger, by chat pages, by video…”
Over 64% of Gen Zers value unlimited internet access over a college degree. Forty-four percent of Gen Zers are more likely to share personal data for a more personalized digital experience. (Read more on reaching Gen Z here.)