MARKETING
A Beginners Guide to Converting Mobile Users
Think about a time when you were on the train, sitting in the airport, or simply lying on the couch, and you had to complete an online form on your smartphone. Did you ever pay attention to the mobile form design?
Chances are you haven’t noticed. That’s the goal — to give users an intuitive experience that gets them to seamlessly fill up the form and continue with their day.
In this guide, we’ll review the most effective ways to do just that. Here, you’ll learn how to design mobile forms that are not clunky or misaligned, but that help boost conversions and create a great user experience.
Table of Contents
What is mobile form design?
Mobile form design is the process of creating and implementing a form on your website that’s highly functional and easy to view, complete, and submit while on a mobile device, such as a smartphone or tablet, versus a desktop.
Mobile vs. Desktop Form Design
Today, your website visitors aren’t just browsing your site, viewing your content, and completing your forms from their desktop computers. They’re also completing these tasks from their mobile devices.
Mobile was responsible for nearly 60% of global website traffic from April to June 2022. That means it’s critical for your form to be simple to review, complete, and submit via a mobile device.
Why is mobile form design important?
The best mobile form design allows for a positive user experience, which ensures a happy website visitor who’s more likely to convert to a customer and become a returning user.
The design, layout, and functionality of your mobile forms play a large part in your website’s overall user experience.
If your forms aren’t mobile-friendly, you may experience fewer conversions, a loss in mobile site traffic, and an increase in unhappy and frustrated customers. And who wants that?
Why should mobile form design differ from desktop design?
“Everything works differently on mobile, so marketers need to make sure any elements of their websites are always optimized for mobile,” says Lilach Bullock, an award-winning marketing influencer and strategist.
“And that, of course, includes forms — especially since it feels like you constantly have to complete forms while on mobile.”
Specifically, think about the difference in the display or screen size between a mobile device, such as an Apple iPhone, which typically ranges from 4.7″ to 6.7″ in size; and a Mac laptop or desktop, which typically ranges from 13” to 24” in size. It’s safe to assume a form that fits an iPhone screen wouldn’t fit a desktop screen perfectly.
If your mobile visitors cannot easily read, complete, and submit your form, you may lose their business. So creating a mobile-friendly form that fits the screen of any mobile device is crucial to creating a great user experience in order to leave a lasting impression on your visitors and help you boost conversions.
What is responsive web design?
If you want to take mobile form design a step further and ensure your entire website is functional on all types of devices, you can implement a responsive website design.
Responsive web design takes into consideration the user’s screen size, platform, orientation, and environment. This is a simple and effective way to create a great user experience since so many people are constantly visiting and browsing different websites on various devices.
There are several ways you can make sure your site has a responsive design. For example, if you’re a WordPress user, there are several responsive WordPress themes that you can install and use to design your site.
Additionally, if you’re building, or have built, your site with software such as Squarespace, your site may automatically come with responsive web design.
Today, responsive web design is a popular choice for businesses due to the sheer number of people visiting websites via a variety of different mobile devices. But for now, let’s get back to discussing mobile form design.
Mobile Form Design: 11 UX Guidelines
“When designing your mobile forms,” explains Bullock, “it’s important to keep things simple and make them as quick as possible. [Forms] are more difficult to complete on mobile and everything feels like it takes longer than it should.”
In other words, the most important thing is simplicity for the end-user. When creating a mobile-friendly form, there are some steps you’ll want to take to provide the best user experience possible for your visitors. Let’s review 11 of these mobile form design best practices that you can begin implementing today.
11 UX Guidelines for Mobile Form Design
- Minimize the number of form fields.
- Automate inputs when possible.
- Use a single-column layout.
- Consistency matters (and so does form appearance).
- Keep in mind the touch experience.
- Leverage input constraints.
- Create clear action buttons.
- Provide card scanners for payment.
- Explain the need for specific information.
- Gather validation and feedback.
- Make forms accessible.
1. Minimize the number of form fields.
Ever heard the saying, “less is more”? Well, that’s precisely what you should be thinking while creating your mobile form.
Between the size of a mobile device’s screen and the amount of content you need to place in your form, it’s easy to accidentally make your form feel cluttered. Remember to remove unnecessary fluff. Only keep the form fields for information that you absolutely need.
To streamline the process, you’ll also want to label your form fields clearly and succinctly, and mark optional fields as “optional” or include an asterisk next to the required ones.
The aim is to make the form as easy as possible to fill out so that the chances of people completing the form go up.
2. Automate inputs when possible.
If you accidentally mistype your street address and the form corrects the spelling for you, the form autocorrects your response.
If you begin typing your shipping address and a box pops up with the rest of your address asking you if you want to “autofill” the rest of the form fields with your saved address, then your form is autocompleting your response for you.
By implementing autocorrect and autofill features on your mobile forms, you’ll improve user experience by making it quick, simple, and straightforward for users to enter their details.
In the below example, a person can easily autofill their information by clicking on the small pop-up that appears.
3. Use a single-column layout.
When you’re creating a long or multi-step form, list all of your content in a single-column layout.
Single-column form layouts are:
a. Easier to read.
Placing all your form fields in a single-column format allows your visitors to focus on only one item at a time, making your form easier to read.
b. Less daunting.
If you look at a form, especially in a tight space as you would on a mobile device, and see a large amount of content smushed together, you may feel overwhelmed. That’s why separating your content by rows and placing your form fields in a single-column format make your content look and feel less intimidating.
c. Quicker to complete.
When you place your multi-step form in a single column, leads can complete it more quickly than they would a multi-column form. That’s because the format makes the form easier to read and work through step-by-step.
Take a look at this sign-up form on the HubSpot website when viewed from a desktop or a laptop.
The two-column layout makes sense here, as there’s plenty of space on the wider screen to work with. Now check out the same form when viewed from a mobile device.
This single-column layout allows the eye to flow naturally while preventing clutter on the compact mobile screen.
4. Consistency matters (and so does form appearance).
How do you close a folder or an open tab on your laptop?
By clicking the ‘x’ button in the top-right corner.
But what if the button didn’t appear while on a particular application? How would you feel when you went to close the window?
Confused or irritated, maybe. You might spend a minute or two figuring out how to shut the application.
This is just a broad example but serves well to illustrate the importance of consistency. Watch this video to learn more.
Consistency in form design applies not just to style (colors, typography, logo, etc.) but to generally-accepted conventions that people are used to.
Here are some tips to ensure a consistent experience:
- Match your form’s look and feel to your brand and website.
- Ensure your form’s styling and formatting are consistent and complementary (nothing should look jarring or out of place).
- Align your form field inputs to the left.
- Affix each label above its corresponding input box and left-align it.
- Use an asterisk to indicate compulsory questions.
First impressions leave a lasting impression (in life and in business). That goes for your mobile forms. Nobody wants to complete a dark, difficult-to-read, cluttered, and unattractive form.
Your mobile form should be highly functional as well as aesthetically pleasing. Its appearance should contribute to its readability and positive user experience. To achieve this, use a simple and easy-to-read font style and size, a color palette that doesn’t feel overwhelming, and minimal form fields.
5. Keep in mind the touch experience.
Think about how you hold your phone while texting.
Most likely, gripping the phone with two hands while using your thumbs to interact with the screen. Or you might even do it single-handedly or type by using your index finger.
We interact with smartphones much differently than a laptop or desktop (cue the texting thumb), and mobile form design should reflect that.
Here are some suggestions to keep in mind:
- Have adequate whitespace to keep the form clutter-free and avoid accidental button presses.
- Ensure buttons are logically positioned (for example, the submit button near the bottom of the form, so users don’t have to scroll up to find it).
- Check that the text (font size and style) is legible on the small mobile screen (no one wants to pinch their screen and zoom in to be able to read the text).
- Make sure the form fields and buttons are large enough to be comfortably tapped with a finger.
- Make the form pop-up towards the lower part of the screen (where possible) to make it easy to reach.
6. Leverage input constraints.
Input constraints restrict the type of response a person can enter in a form field. This can include a word limit (say, while filling out a job application form) or only being able to input digits (in the case of a phone number).
This is seen in the form below, where a numeric keyboard pops up when a person goes to enter their phone number.
Input constraints maximize form efficiency by limiting inadvertent mistakes, delays, or confusion. For example, if someone was trying to make a reservation for a table at a restaurant and accidentally selected a date in the past, the constraint would prevent them from actually being able to select and confirm that date.
This is especially crucial when designing for mobile as smaller screens make it harder to enter information accurately. By setting input constraints, you’ll save people time while completing your form fields, and prevent yourself from receiving long-winded or invalid answers.
Here’s another example of an input constraint.
7. Create clear action buttons.
Buttons are an underrated aspect of mobile form design. Think about it: You get a form submission or conversion only after the right button is pressed. So you really can’t overlook this element.
This UI cheat sheet and UX Planet blog are great resources for designing effective buttons. Here’s a quick run-through of some of the mentioned principles that you can apply to your mobile forms.
- Too many buttons spoil the broth (just like form fields, keep only the essential buttons).
- Style and label your buttons consistently (capitalization, formatting, alignment, etc.).
- Let the focus shine on the primary button (the main action you want the user to take) by making it stand out by size or color.
- Right is right — a common rule of thumb for mobile is to position the main button on the right side and the second one on the left (though this can vary according to individual needs).
- Specific labels are almost always the answer (“Edit this page” over “Edit”).
8. Provide card scanners for payments.
Tried entering your credit card details in a form via your smartphone? Typing a bunch of numbers on a small screen with a small keyboard can be a tedious process.
Card scanning apps, such as Microblink, have become increasingly popular for that exact reason. When making a purchase, your visitors can click a button that takes them to a screen where they can use their mobile device’s camera to take a secure photo of the front and back of their card, whether that be their license or credit card.
With just a couple of pictures, your leads will be finished with one of the most time-consuming parts of the mobile form completion process — keeping your visitors efficient as well as frustration and error-free.
9. Explain the need for specific information.
While completing a simple email signup or a registration form, have you ever been asked to provide personal information that has nothing to do with the signup form itself?
This is a common occurrence in all types of forms (not just mobile). Asking someone for personal or other sensitive information without explaining your need for it can seem sketchy.
When asking a question that doesn’t directly relate to the reason your visitor is filling out the form, it’s essential to create a summary box (with additional information) that the person can click on to understand why you’re asking for this information.
Such indicators can also help provide extra guidance on completing a form field when the instructions are not immediately apparent. In the image below, a summary box pops up when a person hovers over the icon.
These small details will make your form feel professional and thoughtful while reducing the odds of the user leaving halfway.
10. Gather validation and feedback.
User experience is at the heart of good mobile form design. And validation and feedback play an important role in providing a great UX.
Validation lets people know if the information they’ve entered is right (or not). Notice the green ticks in the form fields below.
While completing mobile forms, your visitors are bound to make a mistake here or there. The form should flag these errors in real-time so the user can correct them immediately.
For example, if someone adds the incorrect zip code alongside their street address, the mobile form should display an error message. This should indicate — in easy-to-understand language — the error location and how the person can rectify it (as seen in the image below).
It’s also crucial to give people feedback as they go through the form. For example, a progress bar on lengthy, multi-step forms can make the form-filling process more engaging by showing users how far they’ve reached and how long they have left to complete it.
Consider a person filling out the above form without a progress bar. They’ll be clicking the ‘next’ button with no idea of when the form ends, and might even abandon it just before the final step in frustration.
Once people submit their forms, you should direct them to another screen or page that says something like, “Success!” or “Thank you” so they know their submission worked.
Here’s an example of a success page on HubSpot that appears after a user signs up to receive a free Google Ads kit.
11. Make forms accessible.
Accessibility is fundamental to the usability of your form. Forms designed with accessibility in mind can be used by a wider range of people, including those with visual, physical, sensory, and cognitive disabilities.
Here are some specific recommendations for creating accessible forms from the World Wide Web Consortium Web Accessibility Initiative, WebAIM, and The A11Y Project Checklist).
- Check that the text doesn’t pixelate or become fuzzy when zooming into your form (for better visualization).
- Label your form elements in a way that can be clearly understood when read by a screen reader.
- Ensure your form is accessible in both portrait and landscape modes.
- Avoid the use of a time limit (where possible) to give people sufficient time to respond.
- Include captions or transcripts for any video or audio components in your form.
- Keep color contrast in mind. Here’s a free tool that can help with that.
- Check that your form is fully-usable with just a keyboard.
A great way to ensure that all of the above mobile form design strategies stick is by exploring what you should not do in form design. The below video looks at some examples of what not to do when designing forms on both mobile and desktop.
Back To You
It’s no secret that your website visitors are completing and submitting your web forms via their mobile devices. That’s because it’s convenient and efficient, as most people carry some type of mobile device with them everywhere, making it crucial for your forms to be mobile-friendly.
Otherwise, your forms will be difficult to read, complete, and submit, which may frustrate your leads or cause you to lose their business altogether.
By considering your mobile form design and implementing these guidelines, you’ll enhance your mobile form user experience, build positive relationships with your leads and customers, and boost your conversions.
Editor’s Note: This post was originally published in Dec. 2018 and has been updated for comprehensiveness.
MARKETING
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)
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.”
If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space
Joe AlbrechtCEO/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.
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.
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.
MARKETING
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.
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
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.
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.
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.
MARKETING
Will Google Buy HubSpot? | Content Marketing Institute
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:
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?
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.
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?
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.
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