Good morning, and here are two contrasting trajectories.

This week’s news in the marketing automation space reflects two interesting and contrasting trajectories. Mailchimp and HubSpot are both veterans in martech terms, the former founded in 2001 to provide email marketing services to small businesses, the latter in 2006 to enable inbound marketing.

Mailchimp has since expanded to become a multi-channel marketing platform, while HubSpot has grown not only to be a leader in the marketing automation space, but a suite with sales and services components.

What I found intriguing in the stories below is that HubSpot, over the last few years, has systematically built an enterprise level offering on top of its SMB-targeted levels. Mailchimp, in contrast, is still serving a small business customer-base, but with tools which look like enterprise tools.

Kim Davis,
Editorial Director, MarTech Today

Sales Enablement

HubSpot launches upgrades to its Sales Hub Enterprise

Announced at Inbound 2020 yesterday, HubSpot is adding new capabilities to its Sales Hub at the enterprise level (it also offers free, starter and professional levels). Custom objects (as opposed to standard objects) allows users to create data models which reflect their own business needs: for example, a realty business could create data models with fields relevant to properties for sale. Advanced permissions gives granular control of access to Sales Hub, right down to the individual field level.

HubSpot also announced new sales engagement and analytics tools, and connected CPQ tools which integrate with popular third-party accounting platforms.

The Sales Hub capabilities are built around HubSpot’s CRM, and it’s hard to see these announcements as anything other than a play for enterprise customers looking for an alternative to Salesforce.

Read more here »


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Marketing Automation

Mailchimp brings AI to the SMB market

Mailchimp yesterday announced the launch of Smart Platform, aimed at bringing enterprise-level marketing tools to the small business space. Capabilities usually associated with enterprise-driven marketing platforms include automated content creation, automated customer journey building, and dynamic recommendations, both for products and “next best actions.”

Said Mailchimp Chief Product Officer John Foreman: “You would think small business would mean small amounts of data and low marketing sophistication, but that’s really evolved as more and more business owners grew up as digital natives…(T)he desire is there for enterprise level marketing capabilities.”

During the pandemic, Mailchimp has seen increased business from brick and mortar companies looking to launch a digital presence as a matter of urgency, a jump in domain name acquisition and website publishing (Mailchimp is now a domain name vendor), and a 50% decrease in the time it takes to launch a new website.

Read more here »


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Quote of the Day

“(HubSpot is) leaning in hard on diversity and inclusion. It’s our responsibility to try to move the needle.” Brian Halligan, HubSpot (from his Inbound keynote).