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Customers’ Top HubSpot Integrations to Streamline Your Business in 2022

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Customers’ Top HubSpot Integrations to Streamline Your Business in 2022

The HubSpot team is excited to share that the HubSpot App Marketplace has officially crossed the 1,000 apps milestone. We’re proud of this milestone because it reflects the combined commitment of HubSpot and our partners to deliver integrated solutions to help you grow better.

We know there’s an increasing number of software choices out there for your growing company. And that trend is only going to continue: A recent IDC white paper commissioned by HubSpot predicted that the cloud computing industry will only continue to grow over the next three years.

Blissfully estimates that all SaaS categories will continue to experience growth, with IT, security, compliance, and HR being the top-growing categories. That means your company may adopt even more apps to get jobs done, and you’ll have a bigger need for integrations that unite your data and power cohesive customer experiences across your tech stack.

That’s why our app ecosystem is such an important part of HubSpot’s platform for scaling companies. The App Marketplace, now home to 1,000+ integrations that span a variety of use cases (marketing, sales, service, and more), makes it easy for you to find and connect the integrations you need as you grow your business.

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On average, our customers install seven apps, and more than a quarter of customers install more than 10. Our goal is to let you bring your entire business tech stack together around the HubSpot platform, to deliver a remarkable, end-to-end, integrated customer experience.

Looking ahead, we are doubling down on our investment in our ecosystem–to bring more offerings to our customers as they make HubSpot their single source of truth for customer data and engagement activity across their SaaS tools. We’ll continue to increase the quantity and quality of apps in our ecosystem, as well as serve an increasingly global audience by offering more App Marketplace listings in multiple languages later this year.

To give you a sampling of the range of apps in our ecosystem, here are a few top ones across several interesting categories.

Top HubSpot Integrations from G2 Industry Leaders

As the HubSpot App Marketplace has grown, we’ve seen an increasing number of industry-leading providers build HubSpot integrations for their customers to leverage. Here are the top apps, certified by HubSpot, built by G2 leaders, and highly rated by customers:

    • Zapier: quick and easy workflow automation
  • Dialpad: connect your business phone system and automate activity
  • Aircall: advanced inbound and outbound calling
  • Calendly: scheduling platform to increase your sales velocity
  • Typeform: interactive forms, surveys & quizzes
  • Integromat: connect to any API to automate workflows
  • PandaDoc: create, track, and eSign sales proposals & contracts
  • CloudTalk: cloud phone system to increase sales and customer support team efficiency
  • Jotform: build custom forms and collect leads
  • Databox: KPI and analytics dashboards
  • Qwilr: create beautiful and interactive proposals and quotes
  • CallRail: call tracking and analytics software to sync call and text message activity
  • Skyvia: integrate with major cloud apps and databases with no coding
  • Proposify: create, send, sign, and track sales documents
  • Intercom: capture leads from your website with automation and live chat
  • Unbounce: build landing pages & optimize campaigns
  • GetAccept: sales engagement platform & e-signature solution
  • Leadfeeder: manage leads and create new tasks, deals, and companies
  • Vidyard: add video into your inbound marketing programs
  • Wistia: segment, nurture, and score leads based on video view activity
  • Grow.com: measure your company’s health and get full-funnel visibility
  • ChurnZero: customer success platform to help you fight churn
  • Front: collaborative communication platform for real-time updates and context
  • Teamwork: sync projects and tasks to keep your inbound marketing and sales activities organized

Top New HubSpot Integrations

We launched a variety of extensibility products in 2021 to enable new app functionality and new app categories in our marketplace. These new apps have helped customers integrate their SaaS tools with HubSpot in whole new ways.

Top 8 Data Sync Apps

Top 8 Data Sync-1Early last year, HubSpot launched Operations Hub, which includes Data Sync. Data sync integrations pack the punch of custom-built connectors — bidirectional and multi-object sync, custom field mappings, and more — in an easy, code-free package. There are now 100 Data Sync apps in the App Marketplace. Here are the most installed Data Sync apps:

  • Google Contacts: sync contacts in real-time and stop using messy CSV files to handle your imports and exports
  • Outlook Contacts: sync personal Outlook contacts without manual data entry and imports
  • Mailchimp: sync a Mailchimp audience in real-time
  • Stripe: sync contacts and add a filter for any Stripe field like account balance or currency
  • Pipedrive: sync Pipedrive contacts
  • Sendinblue: set up a one- or two-way sync with Sendinblue
  • Xero: sync Xero contacts
  • Airtable: sync Airtable rows that represent contacts or companies

Top 8 Media Bridge Apps

HubSpot Top 8 media bridge appsIn 2021, we launched a dozen media bridge apps to help you embed media, like videos and podcasts, directly into HubSpot’s drag-and-drop content editors then leverage the engagement data in HubSpot’s CRM and reporting. Below are the 8 media bridge apps most installed by HubSpot customers:

  • Wistia: segment, nurture, and score leads based on video view activity
  • Vidyard: add video into your inbound marketing programs
  • TwentyThree: drag and drop videos directly into your landing pages
  • SproutVideo: capture valuable leads with marketing videos and sync video content
  • Cincopa: pass captured leads & video viewing data into HubSpot
  • Idomoo: engage customers 1:1 at scale with personalized videos
  • Moovly: create personal videos and embed them in HubSpot emails and landing pages

Top 8 Workflow Integrations

Top HubSpot Integration Workflow AppsWe launched 50+ workflow integrations in 2021 that integrate directly with HubSpot workflows that make automating your business processes that much easier. Here are the most installed workflow integrations for you to try out in your next HubSpot workflow:

  • Kixie: automate the busy work reps are responsible for after and between phone calls
  • WP Fusion: automatically import new WordPress users
  • Insycle: clean HubSpot data using schedules and workflows integration
  • WhatHub: trigger workflow automations based on the content of WhatsApp messages
  • Salesmsg: trigger workflows when someone calls or texts you
  • Sakari: add SMS to any contact, ticket, or deal-based workflow
  • JustCall: create SMS Workflows and trigger texts
  • GoToWebinar: set workflow triggers based on webinar registration and attendance

Top 8 Marketing Event Apps

Top HubSpot Integration Event Marketing AppsIn the past few months, we’ve expanded the number of marketing event apps that integrate with HubSpot’s marketing event object. These apps help you easily sync your marketing event data with HubSpot in order to build attribution reports and gain insight into the ROI of your events. Here are apps HubSpot customers have installed the most to help run their marketing events:

  • eWebinar: automated webinar solution that combines pre-recorded video with real-time interactions and live chat
  • GoToWebinar: webinar platform for virtual conferences and events
  • Eventbrite: event management and ticketing platform
  • Zoom: video meeting and webinar solution
  • Hopin: event technology platform that offers a virtual venue with multiple interactive areas
  • Airmeet: events platform that provides a virtual venue for engaging experiences
  • Accelevents: event management platform for virtual, in-person, or hybrid events
  • On24: virtual event platform and webinar software provider

We’re excited to continue the growth of our app ecosystem in 2022 and beyond and look forward to continuing our partnerships with top developers and partners to build solutions that help you grow better. To learn more about these apps or discover additional ones, visit the App Marketplace.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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