How the New HubSpot Enterprise Features will Empower Your Organisation

If your organisation has multiple marketing teams, brands, regions, languages or other complexities, you'll have specific needs that make finding the right sales and marketing platform a pressing challenge.

Software offering you advanced capabilities typically comes at the expense of usability, leading to inefficiencies across the board. On the other hand, technology supporting ease-of-use often lacks the powerful features essential to complex environments like yours.

For the first time, HubSpot’s new Enterprise packages offer the market that sought-after combination of power and ease of use. You can also take advantage of over 350 integrations with software from across the technology landscape, creating the unified platform you need to easily run and scale your business — however sophisticated your requirements.

If finding a high-powered CRM that's suitable for use across many divisions is a priority for you, read on to find out more about HubSpot Enterprise and how you could benefit.

HubSpot Enterprise features: what's new? 

  1. Multi-Touch Revenue Attribution
  2. Content Partitioning
  3. Account-Based Marketing
  4. Adaptive Testing
  5. Advanced targeting in conversations
  6. Higher capacity

1. Multi-Touch Revenue Attribution 

Available in: Marketing Hub – Enterprise.

This new tool is one of the biggies  – the one everyone's getting excited about. It offers proof of the value of your marketing efforts, so the impact you’re making is never in doubt. If you've ever needed to justify your marketing team's activities (or even their existence), this is one handy piece of kit. It also gives you the data you need to rev up your marketing strategy.

What it does: MTRA is a new type of report that connects the dots, letting you see how deals are connected to marketing. The two big rewards are: 

  1. letting you see how much of a result you're getting from marketing 
  2. letting you see which touchpoints and interactions are driving revenue so you can optimise your strategies accordingly. 

As HubSpot puts it, this is a tool "built for real people, not data scientists".


2. Content Partitioning

Currently in Beta: you will need to request access via your account. 

Partitioning is one of those tools that really makes sense for complex, multi-functional organisations (when you're talking diverse product teams and regions, not just the sales-marketing-service triumvirate). At BabelQuest, we've already used it to help a number of clients and been really impressed.

Partitioning lets you assign content to certain groups, upping productivity by giving access to the right people. Users see a cleaner content database without having to wade through items that aren't relevant to them. It also means you can restrict access, protecting content from accidental editing and so on, streamlining your content management process.

What it does: It's already possible to partition pages and blog posts by teams in HubSpot. However, Enterprise partitioning goes further; it lets you do the same thing for a wider range of content/controls, so you could apply it to CTAs, forms, emails, lists, workflows and dashboards. You'll also be able to create multiple email preference centres for individual teams.

Access can be given by an Admin, or you can choose 'auto-assignment' (automatically assign content to the creator, their team and 'parent team' only).

You can already see the impact this tool has had on one of our large education sector clients, who needed to partition sensitive student data so it was only available to specific users. Their complex set-up with multiple teams and stakeholders across ten countries made Enterprise a strong choice for them.


3. Account-based Marketing

Currently in Beta: for Marketing Hub, Sales Hub Professional and Enterprise. At the moment, you or your HubSpot Solutions Partner will need to contact HubSpot to access this.

OK, so what is Account-based marketing? If you're not familiar with it, ABM is "a strategy that directs marketing resources to engaging a specific set of target accounts." The idea is that marketing and sales work together to identify a number of suitable prospects. They then customise and tailor messaging to that prospect's buying team. 

Rather than casting wide, ABM takes a focused approach that centres on your relationships with high-opportunity accounts. The result can be higher revenues and bigger returns in a shorter time frame, compared to traditional lead generation.

We've recently been working with HubSpot's ABM Team on how to best set-up ABM campaigns. HubSpot has introduced several new tools under the ABM heading. The new tools are aimed at making account-based marketing easier, and getting set up for an ABM strategy much quicker. Again, you can also host all your outreach efforts in one comprehensive platform.

The three new ABM tools are:

  • Standard ABM Properties - These are contact and company properties. The first part of ABM is to identify your targets, so use these properties to help you define and rank your target accounts, and keep track of who's who in the sales process.

  • ABM Dashboard & Reports Library - Marketers and sales teams will both benefit from a pre-built dashboard and reports. These ones are designed to help you assess target account engagement and get answers to feed into the rest of your ABM strategy.

  • Company Scoring - This lets you measure engagement and prioritise accounts. You can use HubSpot's scoring criteria or customise with your own scoring rules.


4. Adaptive Testing

Available in: HubSpot Marketing Hub Enterprise.

Want to make A/B testing more efficient? This feature uses Machine Learning to run tests automatically. If you find manually setting up tests and measuring the results a monumental, time-consuming drag, this will take the pain away. 

What it does:
Choose your goal (and variations). HubSpot will send more traffic to the higher performing variations as the test runs. Once there's enough data, the AI will pick a winner. (How’s that for efficiency?)


5. Advanced targeting in conversations

Currently in beta: available in beta in Hubspot Marketing Hub Enterprise

Yes, you want to reach a larger, more relevant audience, but when you've got their attention, they have individual needs you need to recognise. You need to provide great service to feed your flywheel! When someone visits your site, how do you give them a more personalised, contextualised experience? And how could you do this in a way that's scalable too? 

Chatbots have a lot to offer throughout your business, from speedy customer service responses through to reminding your sales team pick up unworked leads

This tool helps you increase chat engagement rates by triggering chatflows based on specifics. You could target based on the visitor's location and browser language, or their previously visited page, CTA or form interaction, days since their last visit and more. 


6. Higher capacity

Available in: All HubSpot Marketing Hub Enterprise accounts.

Finally, if you're looking for a more capacity bang for your platform buck, here's the answer. A recent update gives Marketing Hub Enterprise increased automation limits, going from 500 to 1,000 workflows. The limit for reports has doubled from 10 to 20. Great for those of you who are scaling up, or feeling you've outgrown your current capacity.

Looking into HubSpot Enterprise: where next?

So there you have it: six rather exciting, new things you can do with HubSpot Enterprise features. We hope we've made it easier for you to decide whether HubSpot Enterprise should be on your radar.

If you've got further questions, such as what's involved in implementation or how you could use HubSpot best, get in touch – we'd be happy to help.

How we can help you to implement it 

You may find that you would benefit from working with a HubSpot Solutions Partner to get implementation exactly right. The right partner will carry out an in-depth evaluation of your requirements, time limit and budget, as well as your set-up, solutions and how you interact with your customers. At BabelQuest, we plan a phased approach and even help you present a business case for your stakeholders.

BabelQuest was the UK's first HubSpot Solutions Partner to be awarded the new Advanced Implementation Certification (AIC). The AIC is an extra mark of trust, given to recognise a partner's level of experience with advanced HubSpot implementations. 

As an Elite-tier HubSpot Solutions Partner, we have demonstrated successful management of multiple complex integrations for enterprise clients such as CEG, Tech Data, and Globeducate.

If your company is in a similar position, let us know if we could help you, or get in touch to find out more about working with a top-rated Solutions Partner.

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