Marketing automation software leader HubSpot announced a suite of new tools to further extend its powerful, cloud-based offering at its yearly Inbound 2015 conference in Boston last week.

In addition to covering the entire integrated sales and marketing process from prospecting to closing, the SaaS product (Software as a Service) or cloud- and subscription-based services now has the chops to also address online advertising needs on LinkedIn and Google Adwords (in beta) and is available in six major world languages.

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The company has also introduced a free and powerful lead capturing tool, Leadin, for anyone who wants to do more than increase traffic to their website (without having to purchase a HubSpot license), by capturing, tracking and analyzing leads as they register on an existing form or new landing page on the site.

Watch the full, one hour 42 minute keynote video by co-founders Darmesh Shah and Brian Halligan. All announcements are also covered in this HubSpot blog.

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The stadium-sized venue in Boston held the record-setting 14,000 plus attendees from across the world spellbound for 72 hours to hear impressive inspirational speakers with keynotes ranging from the marketing maven and best-selling author Seth Godin, to best-selling authorDaniel Pink, and top-ten viral TED storyteller Brené Brown.

In more than 170 educational sessions attendees from interested parties to customers and partner agencies, such as Versio2, were able to learn from successful entrepreneurs, writers, data miners, and winning marketers worldwide.

Advertising with Google AdWords & LinkedIn

One of the tongue-in-cheek questions CEO Halligan asked during his keynote was: “can ads be inboundy?”. After years of focusing on and trumpeting the pure inbound play, in which ads have no place, HubSpot recently “discovered” that 53% of its customers were using online advertising such as PPC (Pay-Per-Click) while using inbound.

The vendor had to recognize that certain types of ads, which connect users with useful solutions, are not only helpful but can unquestionably and successfully be deployed as part of inbound campaigns to generate leads online.

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Many of its agency partners had already realized this through the work they were executing for their clients. Online marketing agency Versio2 has launched a number of new product lines and services in which results were attained more quickly by implementing PPC. An advertising campaign was run along with a comprehensive inbound marketing program until organic traffic based on content was starting to gain traction, normally by about month three.

The ability to not only set up and execute campaigns, but also to analyze them through the deep metrics HubSpot provides offers powerful new tools to marketers. This enables them to broaden their means of reaching prospects without having to use vastly different and time-consuming platforms and analytics for each task. 

The software vendor considers ads to be inbound-compatible if they help users connect with useful content provided by sponsoring organizations, such as in promoted content (aka sponsored updates) on LinkedIn. This has become the latter’s fastest growing service, according to the company’s Head of Products, Russell Glass, who also spoke at the conference. 

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Advertising with AdWords is currently in beta, but expected to be robust by later this year. These tightly integrated advertising capabilities allow agencies and HubSpot clients to execute sophisticated advertising campaigns integrated with all other marketing activities of a particular program.

Upgraded COS Website Platform

HubSpot has redesigned the editing experience across the website, blog, landing page, and email apps to make editing faster and more intuitive. The vendor is calling this WYSIWII (What You See Is What It IS ). You can get an idea of what this means using our site as an example.

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In addition to this new editing feature, the COS platform (Content Optimzation System) now includes an optimizer to improve content for search and conversions. It shows how to rank for the keywords that matter to your buyer personas and even suggests where to use personalization based on the segments most commonly viewing that page. 

Since Google is now looking for sites to use SSL secure encryption (https) for improved internet security (and may perhaps start ranking for it in future), this feature will now be automatically included in all HubSpot-hosted websites starting October 1.

Powerful New Multilingual Features

Clients with customers in multiple language regions, such as European, Asian or South-American markets will certainly welcome the roll-out in six languages HubSpot has also recently announced. Our multilingual website agency, Versio2, has recently created a site in three languages on the responsive website design COS.

According to Robert Bauch from HubSpot International Product Development, “there’s way more to it than translating ‘color’ to ‘colour’…” as his team started localization (the ability to create content in a different language) and internationalization (the entire application in another language) about two years ago.

Vice-president of marketing (localization), Nataly Kelly put the benefits and challenges this way:

The array of new international features will help our customers who are building websites and campaigns in multiple languages to do so more easily and quickly than before. As for challenges, it’s important to ensure that the translations are high-quality and reflect our actual users.

For this reason, we’ve actually worked with partners and employees to validate the translations, and we’re continuing to improve them. Likewise, we need to balance the needs of different countries and regions that speak the same language.

That means, for example, that for Spanish, we picked ‘international Spanish’ to ensure it will be easily understood by users in both Spain and Latin America.

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The process was agile to the max and the six-language rollout in its alpha phase only a snapshot in time since, according to Bauch in his blog post, “our product organization is built on the premise that we ship quickly (around 300+ times a day) without much process or planning getting in the way. The goal is to get something in front of the customer as soon as possible so we can gather and implement their feedback just as quickly.

The multilingual feature announcement just before Inbound 2015 was in keeping with the HubSpot culture of a constantly improving product. The conference showcased major milestones in this process across the product line.

We have not seen the end of it, so digest these bites, implement them as you see fit, and keep your eyes peeled. Hey – and if you want to see the “most shocking and surprising stats” from the conference, read this cool Wordstream post.

Written by
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Stephan Burckhardt

This marketing vet is based in Greater Vancouver, Canada. He has worked in B2B marketing in Silicon Valley and Europe, was CEO of a large agency serving B2B startups, trans-nationals, and everything in between. Focus: technology, healthcare, professional services.
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