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7 Skills You Need to Be a Good Manager [Data + Expert Tips]

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7 Skills You Need to Be a Good Manager [Data + Expert Tips]

What does it take to be a good manager? Some say it’s empathy, others will say it’s transparency. The truth is, it’s a combination of many elements.

I surveyed and spoke with internal and external employees to discover the makers of a good manager. Whether you’re currently managing a team or are interested in doing so, keep reading to discover what we found out.

7 Skills People Managers Must Master, According to HubSpot Employees

Why do people really quit their jobs? Many will say it’s because of salary, benefits, or workload. However, studies show it’s usually due to management.

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Studies show companies need good managers to retain good employees.

But what exactly does a good manager look like? What skills or strategies can you develop to ensure you’re considered a good one?

To explore this issue, we polled people and asked them to check off all the qualities they felt were most important for a great manager.

when asked about the qualities and skills of a great manager, 58% responded "They trust me to work autonomously."Respondents listed these top three qualities or skills:

  • 58% said, “They trust me to work autonomously.”
  • 46% said, “They are empathetic and understanding.”
  • 45% said, “They give me useful, clear feedback.”

Other answers included a willingness to teach, interest in career growth, strong communication skills, awarding credit, and inviting fresh ideas.

Along with this data, I consulted my colleagues to get their thoughts on what makes a people manager effective. Here are 7 crucial qualities of a great team leader.

1. Good managers help employees navigate change.

Consider the last time you experienced change within your organization.

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I’m willing to bet the change felt daunting at times. Fortunately, good managers can mitigate the negative or ambivalent emotions that arise from change.

“The strongest managers are ones who can help their teams navigate change in a very personal way,” Christine McLaughlin, a senior project manager on HubSpot’s Sales Leadership Enablement team. “I’m a firm believer that every challenge presents an opportunity. But, because we’re human, we can’t always see the opportunity from the start.”

McLaughlin adds, “Our personal life, mental health, physical health, the last meeting we had, the next meeting we’re preparing for, all play a role in influencing how we perceive change. Do we view it as a challenge? An opportunity? A setback? A relief?”

“Strong managers can translate change for each individual on their team. They meet their teammate where they’re at and help to answer their questions and concerns to bring them to where they need to go.”

How can you do this? Start by fostering psychological safety, so your employees feel comfortable mentioning how they feel about a certain business change. Then, listen carefully to their concerns and work on providing solutions for those issues.

For instance, let’s say your team has experienced a reorg and one of your direct reports is concerned her role is going to change as a result.

To mitigate those concerns, consider creating a document that outlines which (if any) of their responsibilities might change as a result of the reorg — along with some new opportunities they can pursue to continue developing their professional skills.

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2. Good managers are open and transparent.

Trust and transparency are undeniably critical components of good leaders — and, post-pandemic, this is continuing to rise in importance.

In fact, Edelman’s most recent 2021 benchmark barometer on trust in leaders found employees ranked “good employee communication” 44 points higher than in the previous year.

Keri Polmonari, HubSpot’s Manager of Customer Success on the SMB team, believes transparency to be one of the most important attributes a good leader can possess.

“Business changes — like changes in department goals, processes, or personnel — can be difficult and overwhelming,” she says, “when everyone understands the why behind these business changes, they are more open and understanding of implications this could have on their jobs, both positive and negative.”

She adds that transparency builds trust, fosters relationships, and creates organizational alignment, all key components of a company’s and individual’s success.

quote from manager Keri Polmonari on what does it mean to be a good manager?

3. Good managers encourage vulnerability.

When was the last time your manager started your 1:1 with a slightly more personal question, like, “How was your birthday this past weekend?” or “Read any good books lately?”

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These questions ultimately help encourage vulnerability by creating space for you to share information about your life outside of work — and they can go a long way toward creating stronger bonds.

“Whenever I start a new role or inherit a new team, I begin by enabling and encouraging vulnerability,” said VP of marketing at Trusted Health, Jill Callan. “This helps me forge strong bonds with my direct reports and allows them to be comfortable to share ideas and admit weaknesses.”

Callan adds, “I’m also very intentional about getting to know my team as individuals and learning about their lives outside of work. Taking the time upfront to build a strong, authentic relationship with my direct reports helps us tackle inevitable tough challenges down the line.”

To encourage vulnerability, consider how you might increase your own openness with your team. For instance, perhaps you admit when you’re feeling overwhelmed with childcare duties, mention a Netflix show you’ve been binging, or simply chat about the gardening hobby you’ve picked up.

And embrace vulnerability by admitting when you’ve made a mistake or you’re feeling overwhelmed — it will help your employees feel comfortable admitting the same.

what does it mean to be a good manager? Jill's quote on the importance of building authentic relationships.

4. Good managers find ways to supplement their team member’s weaknesses.

I once had a manager who repeatedly sought out learning and development opportunities for the areas we’d determined as weaknesses of mine. She would often email me public speaking courses, or data & analytics workshops.

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As a result, I continued to grow professionally, and I felt challenged. This is what a good manager does: Continues to keep a direct report’s weaknesses in mind, and provides guidance to help them improve.

Former HubSpot Senior Manager Christina Perricone concurs.

“Good managers find ways to supplement their team member’s weaknesses,” she said. “Each of us has skills that come naturally to us, as well as skills we’re not so great at.”

“An attuned manager can identify an individual’s weak areas and will surface resources or offer guidance to assist in those areas.”

With this in mind, take stock of your team’s weaknesses and actively pursue resources that can help your team develop their weaker skills.

Additionally, use the hiring process to create a more well-rounded team by identifying the strengths and weaknesses of existing employees.

As Perricone says, “Good managers are skilled at balancing out their teams by recruiting talent that can fill in the skill and experience gaps, thereby creating a more well-rounded unit.”

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5. Good managers work for their employees — not above them.

You might be thinking, “Managers work for their employees? Isn’t it the other way around?

Actually, a manager, like an employee, is more effective when they’re an active team player.

While an employee’s job is to fulfill tasks within a job description, a manager’s job is to make their team successful. To do this, a manager shouldn’t be afraid to chime in during meetings, assist on projects, or help their team grow or succeed in other ways.

For instance, consider asking your direct reports during a 1:1, “Is there anything you need me to do?”

This question can be translated in multiple positive ways, including:

  • “Are there any blockers I can remove for you?”
  • “Are you waiting on a decision from me on anything?”
  • “Are you working on an idea that you want to share with me?”
  • “Is there something going on in your world outside of work that’s competing for your time and attention?”

Ultimately, a good manager considers it their primary job to make their employees successful.

6. Good managers are always aiming to improve their emotional intelligence.

Emotional intelligence — or the skill that requires you to understand your own emotions, learn how to manage them, and know how to respond to the emotions of others on your team — is a vital component of good leadership.

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Emotional intelligence can help you ensure you’re giving clear directions and allows you to be empathetic to the needs of others. In short, it can help you foster stronger professional relationships and communicate effectively.

Most importantly, emotional intelligence enables you to stay calm during high-stress or unexpected situations — which can prevent you from making rash decisions as a leader, or stressing your team out unnecessarily.

7. Good managers can establish and promote psychologically-safe environments.

The ability to cultivate psychological safety is a critical asset that Jennifer Brault, team manager on HubSpot’s social media team, values in her own people manager.

“Feeling supported, heard, and understood is the foundation I need to be able to come to work every day with the right mindset to do good work,” Brault says.

Brault adds, “Genuine empathy and psychological safety are hard to fake, and it’s something that I think everyone should master before they consider the people management path.”

Psychological safety fosters innovative thinking and the ability to adapt well to change — and yet, according to a 2020 McKinsey Global Survey, only a handful of business leaders often demonstrate the behaviors associated with psychological safety.

If you’re a manager or hoping to be a better leader, it’s important you take time to identify aspects of your management style or overall office culture that could benefit from psychological safety.

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For example, rather than using language that makes your team members feel scared of missing deadlines or goals, keep an open and supportive dialogue.

You’ll find that they will confidently come to you with successes, learnings from failure, or concerns while they’re working on high-pressure projects.

Alternatively, if a team member is having trouble with a project, you should offer advice or assistance to help them remove blockers, rather than telling them to just get it done.

Supportive communication with team members allows them to learn from mistakes and grow as employees, rather than work tirelessly on projects because they fear that they’ll lose their jobs.

Tips for Being a Good Manager

As outlined in the data above, there are a few key traits required of any good manager. These include:

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  • Providing coaching and mentoring when necessary, but enabling your team to work autonomously and trusting them to get the job done.
  • Showing empathy toward your direct reports as people with lives outside of work, and creating a sense of psychological safety for your employees to feel comfortable admitting when they’re struggling or need help.
  • Being clear and direct with feedback.
  • Going the extra mile to help foster your employees’ professional growth through training, learning & development opportunities, or 1:1 sessions in which you coach them on certain skills.

However, a good manager looks different depending on the department or role — a good sales manager, for instance, requires different skills than that of a good marketing manager.

Let’s dive into those, now.

How to Be a Good Sales Manager

Being a good sales manager requires a few unique skills outside of those listed above.

Along with setting clear expectations, communicating effectively, and inspiring your sales reps to perform at their best, a good sales manager needs to demonstrate a positive mindset, build team unity, and learn how to best support each sales rep in the unique way that will serve him or her best.

Good Sales Manager Examples

  • Using a dashboard or task management tool to easily track metrics for each sales rep. With this approach, you avoid taking up too much time in your meetings discussing metrics and focus on how you can help, support, and coach your reps.
  • Planning team outings or events that allow your team to build relationships with one another. Sales can be high-pressure and stressful, so it’s important you provide dedicated time to enable your sales reps to connect with one another and feel that they’re part of a support system.
  • Looking for training and development opportunities so your sales reps can continue to improve. In 1:1 meetings, focus on how you can help them achieve their goals; in team meetings, figure out what types of training can help the entire team perform better.
  • Motivating your team by focusing on the ‘bigger purpose’ to ensure they feel intrinsically motivated. Sales isn’t just about hitting quota and making money — remind your team of your company’s bigger purpose to ensure they feel fulfilled and motivated.

Looking for more sales manager tips? Take a look at what sales leaders should prioritize in 2022 and things every sales manager should know.

How to Be a Good Marketing Manager

Marketing managers are often responsible for a content property or program, which means their tasks can vary greatly.

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Good Marketing Manager Examples

  • The ability to think big-picture by leveraging data to create a strong long-term strategy.
  • Knowing when to pivot when an existing strategy isn’t working out as expected.
  • Communicating effectively with various stakeholders — this includes inspiring and motivating your direct reports, communicating team goals cross-functionally and to leadership, and creating clear external communications, as well.
  • Delegating and organizing tasks effectively.
  • Facilitating your direct that growth by giving them projects that align with their interests.

To learn more about managing a marketing team, take a look at What Is a Marketing Manager?

How to Be a Good Project Manager

To be a good project manager, you need a few additional technical skills compared to the other managers on this list.

A few other project management skills and responsibilities include:

  • Setting realistic goals and understanding what resources are required.
  • Having good organization and communication skills. A good project manager is organized and detail-oriented to effectively delegate tasks to the right teams, and can clearly articulate the full scope of a project to various stakeholders to ensure alignment on the larger strategy.
  • Analyzing and determining potential risks. A good project manager foresees potential roadblocks in any given project and analyzes metrics and data to determine the best way to mitigate those risks.
  • Using the best project management software options at their disposal to create a streamlined process and keep track of responsibilities and timelines.

That’s it! With all of this information, you’re well on your way to becoming a better manager.

Remember, like any other role, becoming a good manager requires time, patience, dedication, and a consistent desire for feedback from your direct reports to iterate and grow over time.

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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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