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20 Effective Ways to Automate and Grow Your Business

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20 Effective Ways to Automate and Grow Your Business

There’s more scope for automation in your business than ever before. With automation, you can schedule emails to be sent at the perfect time, follow up with leads that have abandoned their cart, sync data between apps, and notify team members of new tasks.

However, these options can be overwhelming, especially if your business isn’t a huge corporation with a lot of budget and resources to throw at automation.

You might be wondering:

  • What types of automation will benefit my business the most?
  • What should I stay away from?
  • How can I easily implement these while keeping life simple?

Let’s explore the best types of business automation so you can start implementing a strategy in your own organization.

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20 Ways to Automate Your Small Business

1. Set up automated email campaigns.

When you think of automation, email marketing automation might come to mind first. It’s not only one of the most popular types of automation, it’s one of the most accessible, too.

Types of email automation:

  • Triggering emails based on actions, such as webinar sign-up confirmations or abandoned basket notifications
  • Email drip workflows that send content at set intervals
  • Delivering content or requested information after filling out a form
  • A/B testing content and automatically send the best performing version of the content
  • Personalizing each email you send
  • Segmenting groups based on data and automatically sending the right email to each group

A good way to get started with email marketing automation is to have a look at the automation capabilities that your email marketing platform already has and think about how you can use them to execute your strategy.

All popular email marketing tools have built-in automation functionality. However, if you haven’t picked an emailing tool yet, pick an option with enough automation functionalities to meet the needs of your business.

2. Create standard operating procedures (SOPs).

How many processes within your business are documented? Whether you’re a solopreneur or lead a small team, having standard operating procedures (SOPs) is critical for a healthy business. 

SOPs are detailed instructions that outline how to complete processes within your business. As your company grows, having SOPs on hand makes it so much easier to onboard new team members and delegate tasks to others. The faster team members can get up and running, the greater the impact they can have on your business. 

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3. Upload contact data to a CRM for a centralized database. 

Is your customer data hidden across various messy spreadsheets? Is it hard for your team to decipher a contact’s status, or when the last interaction with them was? If so, your business could benefit from customer database automation.

To automate your customer information, you can use a CRM as a centralized database, and sync contact data between apps to automatically make updates as soon as anything changes on a customer account. This reduces the manual work done by your team, and improves relationships with your contacts and customers.

4. Implement a lead scoring system.

Does your team have a process for determining which leads are more viable? If not, you may want to consider implementing lead scoring

With lead scoring, key attributes of leads will generate numerical values making it easier for you and your team to prioritize working with leads who are most likely to buy from your business. This saves you and your team precious time and allows you to engage with leads who are more likely to become paying customers.

5. Use a social media scheduling tool.

Any social media manager or content creator can tell you how time-consuming social media can be, especially when posting on the fly. That’s why using a social media scheduling tool is a game-changer for busy marketing teams. 

With the right social media scheduling tool, your team can create meaningful content in advance, and schedule content to automatically post to your key platforms. 

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6. Immediately respond to customer service requests.

How well your company responds to customer service inquiries can make all the difference in keeping customers happy and coming back for more. Response time and first response resolution rate are key metrics driving customer satisfaction, and it can be hard for customer service teams to meet demands while carrying out all customer service manually.

Automation is not about removing the human element from one-to-one interactions. In fact, it’s about making more time for these and providing a better experience for your customers.

You can automate notifications to let you know when it’s the right time to reach out to a customer, meaning you can engage in targeted outreach for better results. Customer satisfaction surveys can also be automated to alert you when a customer needs quick attention to reduce the risk of churn.

Your team can also leverage chatbots or knowledge bases with built-in AI that can quickly answer simple questions, or route a customer to the best support rep for their inquiry if that doesn’t fix it.

Automation enables your customer care staff to manage a higher volume of customers more effectively, without burning out or diminishing the quality of one-to-one interactions.

7. Automate SMS marketing messages. 

Increased screen time due to the COVID-19 pandemic has led to a resurgence in SMS marketing

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Your marketing team can consider adding automated SMS marketing to your company’s strategy to reconnect with leads and convert potential customers. Potential SMS marketing automation includes:

  • Meeting and event reminders
  • Restock alerts for products the contact has expressed interest in
  • Empty cart abandonment messages
  • Promotional messages for special deals and discounts

8. Review and automate your sales process.

Sales automation is about managing your sales process more effectively, reducing friction, and increasing conversion rates.

Benefits of sales automation:

  • Stay on top of a busy pipeline
  • Better calendar management
  • Identify and focus on the most sales-ready leads
  • Collect and act on data insights
  • Sync the latest data across all apps
  • Create a strong bridge with marketing
  • Pass new customers to onboarding
  • Avoid spending time on bad-fit leads

To get started with sales automation, first look at any built-in automation functionality that your CRM offers. You can then look into adopting and integrating other apps to automate more powerful workflows.

9. Automate repetitive tasks.

Are there any tasks on your team that are repetitive, must be done frequently, or require a similar skill set to complete? If so, these tasks are the ideal candidates for automation. 

Consider using a task automation tool such as Zapier or Make to take some of the work out of repetitive tasks. Let’s say your team manually sends a promotional tweet every time your company publishes a blog post.

You can set up an automation in your tool of choice that will publish a tweet with a link to your new blog post every time your company’s blog publishes a new post. 

Similar processes can be implemented to sync data across applications in your tech stack to reduce duplicative work.

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10. Outsource key tasks to experts.

When you’re first starting a business, you’re usually responsible for all the tasks and responsibilities that make that business run. While that can be good for the bottom line, it’s not good for scaling and automation.

Once you’re able to afford it, outsourcing tasks to new team members, assistants, and specialists can really help your business go to the next level. 

Let’s say you’re a small business owner who has handled all of your own email marketing while juggling various other duties. Unless you are an expert email marketer, you may not be giving this area the attention it deserves and the quality may suffer. 

When hiring a contract email marketing expert, they can set up the necessary workflows and funnels that can help your email marketing run on autopilot, potentially resulting in more sales. 

Go through the tasks you’re currently doing for your business and look for areas you can outsource to someone else to save you time and drive better results. 

11. Implement a task management system.

Are your to-do lists on random post-its and scribbled on miscellaneous notebook pages? 

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Do you give your team tasks in passing and don’t follow up with them until it’s supposed to be due?

Do you and your team have a hard time tracking who does what?

If so, it’s time to implement a task management system with automation. Using task management software such as Asana, ClickUp, or Trello can help you and your team stay organized and accountable. With a task management tool in place, your team knows exactly where to look for their next action item and when it’s due. You’re also able to see their progress so you can support them if they get off track.

Automation can help take your task management system to the next level. You can use Zapier to turn line items from a spreadsheet into a task in your tool of choice, or automatically create tasks from Slack messages.

I use Asana to manage tasks, and love using the Gmail integration to turn emails into tasks with the click of a button.  

With solid task management and automation in place, you and your team will save time hunting down tasks and will have more time to actually complete them. 

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12. Use drop shipping to automate fulfillment for e-commerce businesses.

Running an e-commerce business can be a lot of work. Between tracking inventory and managing fulfillment, a lot has to happen behind the scenes to get products to your customers. 

If you don’t want to manage inventory, consider drop shipping. With dropshipping, you can work directly with a supplier who will fulfill and ship your orders so you can focus on other areas of your business without worrying about the risks and logistics of having all of your inventory on hand.

13. Centralize your internal communication efforts.

Automating your communication processes is about streamlining and clarifying human-to-human interactions. As a business owner, these automations can free up your time to look after your team and support their growth.

Types of communication automation:

  • Automate team reminders to prep for meetings
  • Automatically follow up on tasks after set intervals
  • Sharing onboarding materials with new hires
  • Collecting daily feedback on wins and blockers
  • Self-reviews and performance tracking
  • Reporting dashboards
  • Syncing data with meeting slides

Gmail, Slack, and Asana are tools you might already be using that also offer great automation functionality to make communicating with your team easier.

14. Streamline your accounting and expense system.

Managing small business finances is a job of its own. If you’re still managing this yourself, consider using an accounting and expense system with automation capabilities. 

A tool such as QuickBooks Online can be helpful for tracking your business financials. You can even connect this tool directly to your CRM so your records can accurately reflect which contacts have purchased from you. 

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Having an accounting and expense system in place can also help with receipt management by automatically categorizing receipts that come to your inbox to corresponding charges on your financial statements.

15. Use trigger/action workflows to publish data between apps. 

Do the platforms within your tech stack talk to one another? Using automation to share data between apps can save you hours of manual entry. 

Let’s say you have a potential customer fill out a Typeform survey to learn more about what they’re looking for in a product. Instead of manually creating a new contact entry in your CRM, you can set up a workflow that creates a new contact in your CRM any time you receive a response to that specific Typeform survey. 

You can use a trigger/action workflow to connect various tools and cut down on administrative work.

16. Automate your onboarding processes.

Onboarding tasks are perfect for automation because they are repetitive. After all, many new employees in an organization will undergo the same training and need similar reminders. 

Examples of ways you can automate your onboarding process include:

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  • Automatically generating and sending legal and compliance forms for new employees to sign electronically.
  • Having accounts and access to key tools and systems automatically created.
  • Sync employee data across necessary systems to reduce manual entry.

By automating as much of the back-end process of onboarding as possible, you’re creating less busy work for your HR team and creating a smoother experience for new employees.

17. Enlist a tool to make scheduling meetings easier.

There are few things more frustrating than a back-and-forth email chain to determine a meeting time. Optimize this process by using a meeting scheduling tool such as the HubSpot Meeting Scheduler or Calendly that automatically syncs with your calendar, and allows contacts to schedule time to meet with you when you’re available.

These tools can also integrate directly with your CRM so your contact list is always up-to-date with your latest interactions.

18. Email contacts who abandoned their shopping carts.

Most people who use the internet have abandoned an online shopping cart or two. Whether they get distracted when placing an order, have second thoughts after they see shipping prices, or want to spend a little more time thinking about their purchase before pressing “buy” there are various reasons customers may abandon an online shopping cart.

To help your business convert these shoppers, you can use email automation to send a message to contacts who still have items left in their carts after a certain period of time. With 50% of users who click through abandoned cart emails coming back for their purchase, it’s a worthwhile automation to try.

19. Use a password manager to share and secure login credentials across your team. 

Chances are your team uses a wide variety of tools to run your business. To keep your company’s information more secure and to make your tech stack accessible to team members who need it, consider implementing a password manager to maintain and easily share login information. 

Tools such as LastPass allow users to generate and store secure passwords and can be used for individuals, small teams, and enterprises. 

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20. Leverage AI and machine learning tools. 

Artificial intelligence (AI) is expected to unlock $2.6 trillion in value for businesses in the coming years. As a business owner, there are many ways you can leverage AI to streamline and automate your operations. 

For example, AI tools can help streamline data management and reporting, saving your team precious time and helping you gain access to valuable data. 

If you have a marketing team that creates a large volume of content, AI tools such as Jasper can greatly reduce the time marketers spend creating content through its outlining, research, and editing capabilities.

Automation is a long-term strategy: it’s not about trying to change everything at once or creating processes that are overly complex for the stage your business is at.

Take a look at where your business is now. Where are the blockers, manual tasks, and inefficiencies?

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Ask yourself how can you start automating these areas to free up your focus for the areas where you have the most impact.

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Ecommerce evolution: Blurring the lines between B2B and B2C

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Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

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What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 

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If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 

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Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 

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Streamlining Processes for Increased Efficiency and Results

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Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

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Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

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How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  

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This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

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As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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Will Google Buy HubSpot? | Content Marketing Institute

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Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

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Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

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At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

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What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

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It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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