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HubSpot pairs community with a connected platform

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HubSpot pairs community with a connected platform

It was an ambitious message to deliver. The last few years have left many of us feeling disconnected in our homes and work lives as well as increasingly intolerant of disconnected digital experiences, whether as consumers, as B2B buyers, or both.

But the first in-person Inbound conference since 2019 seemed the right forum to articulate it.

Bringing us back together

“Everything we do tries to be a reflection of the world and the customer,” said HubSpot CMO Kipp Bodnar. “We started by looking at ourselves and thinking how we were feeling – and man, it’s been really hard. But we weren’t the only ones feeling that. We saw Inbound as starting to bring us all back together and we wanted a message and an experience to reflect that.”

The twin message was almost too neat. Two kinds of disconnection — personal and technological — two solutions — building community and building a natively connected marketing, sales and service platform.

“Software is necessary but not sufficient,” explained Bodnar. “There are some problems software can’t solve that need to be solved for our customers and for the broader B2B go-to-market community — and those are problems that really need to be solved by communities and networks.” HubSpot’s community initiatives, including the new connect.com networking space, respond to a perceived need to build not so much a community of product but a community of practice; spaces where marketing, sales and other professionals can explore common challenges. “We have a great foundation,” said Bodnar. “The content, the HubSpot Academy; it’s not an overnight thing for us.”

Indeed, HubSpot’s content offerings have burgeoned, not least through last summer’s launch of the HubSpot Podcast Network. As we reported yesterday, the network is seeing some nine million monthly downloads. “That’s audio only,” said Bodnar. “Once you start taking those things to YouTube, that’s several more million.”

Read next: Why community could be the next big thing in marketing

The network effect

It’s early days for connect.com. It features several thousand early adopters who have created profiles designed to indicate their interests, skills and certifications. In some ways, it almost looks like a nascent LinkedIn. Is HubSpot going head-to-head with LinkedIn, at least within the parameters of marketing and marketing operations, sales and service?

Bodnar balked at that. “There are probably some overlapping use cases, right? I don’t think the two will be mutually exclusive, it’s not going to be an either/or situation. There are more focused use cases we think we can deliver from a community perspective that LinkedIn under-addresses today.”

There are, of course, many highly focused — not to say niche — use cases to be found in private Slack channels. Is connect.com looking for a sweet spot between Slack and LinkedIn? “I think that’s a really nice way to describe it,” Bodnar agreed. “The Slack channels are too decentralized. There’s great communication but there’s no network effect. To discover new things to learn, new people to learn from, people who can help you, people who you can hire for your business, you need the network component more than just the base community that exists in a private Slack channel.”


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The platform effect

HubSpot proselytizes not just for connected communities but for connected technology. After all, if technology is not sufficient, it is at least necessary. Perhaps uniquely among the big players in the marketing suite space, HubSpot has built its offering for the most part natively rather than through acquisition of existing third-party solutions. In HubSpot’s view, this is something that can increasingly be turned to their advantage.

“Data is hard, it’s messy,” said Nicholas Holland, general manager of Marketing Hub and VP of product, looking back to the decision to rebuild the early Marketing Hub offering on the then new CRM platform rather than leave them as two separate but integrated platforms. “We weren’t having system A talk to system B. Everything was on the singular, unified data layer.”

The opportunity Holland saw was to leverage CRM data, which is much richer than list data, directly in the marketing automation part of the solution. “Every piece of data should be available in reporting, every piece of data should be available in automation, every piece of data should be available in content.”

Competitors, Holland said, are in a different position. Marketo marketing automation needs to integrate with a separate CRM; the various separate Salesforce clouds need to synch together.

It’s this connected platform that it supporting the new Customer Journey Analytics tool announced at Inbound. “If you have the object data — contacts and companies — the event data — everything they’ve done across the journey — and you can string that together in a reporting framework, now you have everything you need [for attribution].”

While an individual customer journey can look fragmented and unpredictable, tracking a cohort of customers can deliver a clearer path. Having the common data layer, Holland argued, obviates the need for yet another product, like a CDP, to pull disparate data together.

As for attribution models, there are many out there, as well as plenty of disagreement about which are most insightful. “Because something is not perfect,” said Holland, “doesn’t make it not valuable.” Despite noise and complexity, he said, attribution models can be directionally accurate.

Read next: Why marketing automation is both a challenge and a necessity

Evolving concerns, evolving leadership

HubSpot registered some 50,000 audience members for Inbound 2022. That includes virtual attendees, of course. The in-person crowd seemed less of a crowd than usual — partly perhaps because some of the expo floor was turned over to small stages; audiences tended to appear when the stages were in use, then disappear to other parts of the enormous Boston Convention and Exhibition Center. Bodnar admitted that in-person attendance was somewhat down: “It’s slightly smaller, like 10-15% smaller than 2019.” In many ways that’s not surprising.

There have also been significant changes in leadership since 2019. Chief Customer Officer Yamini Rangan succeeded to the CEO slot last year, with co-founder Brian Halligan becoming Chairman. “Brian gets to still be Brian in the Chairman role but doesn’t have to do as much of the day-to-day admin stuff you have to do when you are the CEO of a business like this,” said Bodnar.

It’s interesting both for HubSpot users and users of other platforms and solutions to contemplate the deliberate evolution of the offering, especially over the last eight or so years as it has both added new capabilities to its original inbound marketing solution, and elevated its market focus to include the enterprise.

“We’ve always been clear about where we’re trying to go and we’re just evolving the next step of leadership to get us there,” Bodnar said.


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

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Elevate Your YouTube Channel: Top 4 Video Editing Tools

Elevate Your YouTube Channel Top 4 Video Editing Tools

Launched in 2005, YouTube now stands as the second largest search engine after Google.

Almost 2.7 billion people use YouTube worldwide every month and 87.7% of those users access it on their mobile phones.

Owing to the large number of video content available on the platform, you want to ensure that yours stands out.

To make it happen, you need to master effective content creation tips, use fantastic lighting, and invest in powerful video editing software.

There are tons of editing tools on the market that promise amazing results. 

To help you cut through the noise, I’ve curated a list of the 4 best YouTube video editing software.

Whether you’re a beginner or a pro, there’s something for you. Keep reading.

1. Movavi Video Editor

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Top on the list is the Movavi Video Editor, one of the best YouTube video editing software for beginners.

It enables you to create compelling videos using advanced tools like audio correction, motion tracking, and chroma key without requiring any technical knowledge.

Additionally, you’ll find several ready-made YouTube intro videos and a large library of background music and audio clips.

Although the user interface is easy to navigate, Movavi still provides video tutorials to make you feel confident while editing.

Movavi runs on Windows (versions 7 to 11) and Mac OS X (10.15 or higher).

Key Features

  • AI background remover: Replaces backgrounds without a green screen
  • AI motion tracker: Sticks effects and images on moving objects
  • Precise frame cuts: Makes cuts with precision and attention-grabbing montages in one click
  • Color correction: Boosts colors so viewers can stay glued to your YouTube channel
  • Overlay effect: Offers 13 blending modes to create professional-looking videos
  • 4k resolution: Saves videos in ultra-high quality form
  • YouTube Integration: Saves you time by sharing videos directly to YouTube

Pricing

Movavi offers a generous free plan and three paid plans with different sets of features. Here are the prices for various plans it offers:

  • Free
  • Video Editor: $49.95/year
  • Video Editor + Effect Packs: $155.95/year
  • Video Suite + Effect Packs: $94.95/year
1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399564 966 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginner/Intermediate

2. Adobe Premiere Pro

1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 365 Elevate Your YouTube Channel Top 4 Video Editing Tools

If you’re looking for the best YouTube video editing software that can transform a basic clip into a ready-to-upload video, Adobe Premiere Pro is your best bet. 

It integrates with all the apps in Adobe Creative Cloud to help you streamline your workflow.

Adobe Premiere Pro boasts an extensive range of features, from color correction tools and visual effects to collaboration tools for teams. 

Also, you can optimize the export settings to preserve the quality of your YouTube videos when you share them online. 

Although Premiere Pro is popular among professional video editors, follow the video steps for beginners provided on the platform to learn how to use it. All you need is a powerful computer and willingness to study the available tutorials.

The app is compatible with Windows (10 or later) and macOS Monterey (version 12 or later).

Key Features

  • Text-based editing: Removes pauses with ease
  • Project templates: Retains assets, colors, and branding across multiple projects
  • Speech-to-text conversion: Automatically creates captions and transcripts in over 18 languages
  • Auto reframe: Automatically detects and adjusts aspect ratios to easily upload videos to YouTube
  • Adobe stock library: Offers access to stock video footage, photos, and over 75,000 audio tracks and remix the length to fit your video

Pricing

Adobe Premier Pro offers two paid plans. Here are the details:

  • Premiere Pro: $29.99/month
  • Creative Cloud All Apps: $59.99/month
1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 222 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Has a steep learning curve

Tool Level

Intermediate/Advanced

3. Shotcut

1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 295 Elevate Your YouTube Channel Top 4 Video Editing Tools

Available on Linux, Windows, and macOS, Shotcut is a comprehensive YouTube video editing software solution. 

It supports various video and audio files, including AVI, WAV, and MP4.

The video editing software is great for complex projects as it allows you to combine several audio, image, and video files into one video. 

Also, editing on the platform doesn’t follow a chronological order; you can make changes at any point.

Shotcut may not be the best editing tool for new content creators because of the learning curve. 

However, the platform has a video editing guide, including a community of Shotcut users who are willing to assist you.

Key Features

  • Native timeline editing: Supports all video and audio formats, including 4k and 8k resolutions
  • Cross-platform editing: Gives you the option to start a project on macOS and switch to Windows without hassles
  • Video effects: Offers built-in effects like auto-rotate, white balancing, timeline fader, and 360° video filters, without installing any plugins
  • Display and monitoring: Ability to preview videos in low resolution to improve the speed of real-time effects
  • Keyframing: Option to define the start and finish points of effects along the video timeline such as transition, sound, and brightness or contrast

Pricing

 Shotcut is completely free to use as it’s an open-source software solution

Usability

It has a steep learning curve

Tool Level

Intermediate

4. Lightworks

1708399565 259 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 259 Elevate Your YouTube Channel Top 4 Video Editing Tools

If you’re looking to create the best videos in a short time, Lightworks is the way to go. 

It’s the best YouTube video editing software for beginners who are willing to learn video editing as they grow their YouTube channels.

Similar to Shotcut, the platform is loaded with all the tools you need to go from a beginner to a pro.

You can edit, color correct, add titles, and more using the drag-and-drop interface. 

Also, it’s compatible with YouTube video format and resolution for ease of uploading content.

All versions of Lightworks can work on Windows (8 and later), macOS (10.14 and later), and Linux.

Key Features

  • Universal timeline: Accommodates video footage of any quality, size, or frame rate
  • Flawless audio editing: Offers various audio effects and the option to sync with video for an immersive experience
  • Visual effects: Offers a simplified suite of over 700 customizable motion graphics and titles for easy to advanced editing
  • Easy export and share: Allows you to share videos on YouTube directly from the platform

Pricing

Here are the pricing plans offered by Lightworks.

  • Free
  • Create: $9.99/month
  • Pro: $23.99/month
1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools1708399565 484 Elevate Your YouTube Channel Top 4 Video Editing Tools

Usability

Easy to use

Tool Level

Beginners/Intermediate/Advanced

Pro Tip: According to Attrock guide, the best video maker can offer training resources for non-technical users. This is particularly designed for video marketers who have no high skills in video creation and editing.

Choosing the Best YouTube Video Editing Software

Getting the best YouTube video editing software shouldn’t cost a fortune. 

Platforms like Shotcut and Lightworks offer free tools for both beginners and expert editors.

However, if your YouTube channel is already monetized and you’re willing to spend money on a super-advanced tool, Premiere Pro will be ideal.

Lastly, if you’re ready to level up your video editing game, try Movavi today. You’ll save money while accessing advanced editing features.


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