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Posted by Jeff Ernst on May 16, 2012
HubSpot has been on a tear, claiming close to 7,000 clients using its Inbound Marketing software to generate leads at the top of the funnel. Most of these clients are self-employed business owners who do their own marketing and small businesses that have a couple marketers on staff.
At its Analyst Day yesterday, HubSpot’s Brian Halligan and Dharmesh Shah shared some new capabilities of what HubSpot now calls All-in-One Marketing Software. The news should surprise no one, as Brian was clear when he acquired Performable last June that the company wanted to expand from top of the funnel to middle of the funnel and move further up-market to the medium-size enterprise space.
Here are a couple of my takeaways from the day:
If you’re a B2B marketing leader in a larger enterprise, HubSpot should now be on your radar. While HubSpot is moving further down the funnel, the marketing automation vendors are adding more capabilities at the top of the funnel. It’s too early to make a call on which approach will result in the best solution. I have some thoughts on this I'll save for an upcoming post. Nevertheless, the advice is the same, identify your prospect engagement strategies and your lead management processes first, not the feature requirements checklists, and be real about what capabilities you really need.
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