MARKETING
How To Write an Exceptional White Paper for Your B2B Brand
Every step of a white paper needs to help your reader to make an informed decision.
It must match your marketing challenges, be structured to generate leads, address your target audience, define the scope, present evidence, offer a conclusion, and contain an effective call to action. Then it needs a proven argument and a logical structure to hold together.
Too many marketers skip some – or all – of these steps. How can you make sure your white paper is one that your prospects will turn to time and time again?
Here are seven steps to creating a white paper that attracts attention and influences readers.
1. Pick the right type
Choosing the type based on your target audience is the best way to match your white paper with your marketing goals. Gordon Graham, author of White Papers for Dummies, has written over 300 white papers for companies like Google and Verizon.
Choose the most suitable white paper type based on your target audience, says @WhitePaperGuy via @SarahLParkerUK @CMIContent. Click To Tweet
He says that, fundamentally, there are three types of white papers:
- Problem-solution
- Numbered list or listicle
- Product backgrounder
Let’s look at how each of these types works:
Problem-solution white papers generate leads
“(These white papers are) the most powerful for generating fresh leads at the start of the customer journey because prospects will Google their problem, not your product name,” Gordon says.
The problem-solution type allows you to walk through the drawbacks, limitations, unintended consequences, and tradeoffs of traditional solutions. For example, consider this white paper from Kinaxis, How CIOs Can Improve Supply Chain Management. It details four limitations of legacy planning, such as unsophisticated forecasts.
Kinaxis focuses on business and technical limitations to show it understands the industry. This helps buyers compare and contrast alternatives.
Numbered lists or listicles get attention and nurture prospects
Numbered lists present a set of issues, points, questions, or tips. “The listicle is best for engaging or re-engaging a prospect in the middle of their customer journey,” Gordon explains.
For example, this white paper from officemorph, 13 Mistakes to Avoid When Building Out Your Next Office, runs through common mistakes to cast doubt on alternative solutions and specify the ideal selection criteria. For example, mistake one is bidding out the project.
Product backgrounders support a product launch or evaluation
“This type goes into the features and benefits of a specific offering, and that’s fine as long as you don’t put it in front of prospects too early in their journey before they want it. Then, it’s just a sales pitch,” Gordon says.
This example from Explorance, Analyzing Student Comments in Online Course Evaluations with Blue Text Analytics, details the problem and technical advantages of a specific production solution to help the reader. In this excerpt, the company addresses the challenge of inputting open-ended comments by defining them, explaining how it’s gathered, and detailing the benefits it provides.
In this type of white paper, you design it to match your goals. “See how that works? And why you have to use the right type at the right point in the customer journey?” Gordon says.
“So when you find a product-focused white paper, that’s not necessarily a bad thing. They’re easier to do. But they will flop at lead-gen or engagement if that’s the only type a company ever does.”
2. Structure it to generate leads
A good white paper follows a structure. Brian Boys, author of How to Write a White Paper in One Day, has more than 25 years of experience writing white papers.
“It’s not just having a detailed outline before you start writing – that’s important. But it’s knowing exactly how each part of the white paper functions in sequence,” he says. “The job of each section is to convince the reader on a particular point and then compel them to read the next section.”
The job of each section in a white paper is to convince the reader on a particular point and then compel them to read the next section, says @BrianBoys via @SarahLParkerUK @CMIContent. Click To Tweet
Kinaxis follows a fairly typical white paper structure for How CIOs Can Improve Supply Chain Management. Look closely and notice it:
- Covers market drivers contributing to the reader’s problem
- Scopes a problem occurring when the solution is not used
- Provides a historical overview reviewing traditional solutions
- Identifies a recommended solution but never mentions a company or product name
- Includes the benefits relevant to the reader’s problem
- Creates a checklist of what to look for in the new solution
- Introduces a call to action to move the reader to the next step
Though Kinaxis chose not to write about its solution, Citrix does this well in Think Beyond File Storage to Accelerate Business Efficiency. It explains how its ShareFile and Right Signature products give access to all files through a single, secure portal, give control over data sprawl, automate workflows, boost productivity, take advantage of flexible storage, and gather accurate document feedback and approvals.
You can also use a generic example or case study to illustrate real scenarios, as Shopkick does in its white paper, What Top CPG Brands Have To Teach Us About Successful Product Launches. For example, part of the white paper includes a case study about rethinking traditional store positioning, detailing the topic, going behind the scenes, and describing related roadblocks.
“You must have a clear foundation and canvas to paint on,” says Sarah Greesonbach, founder of the B2B Writing Institute.
“With a standard structure doing 60% of the work for you – organizing your notes, outlining your thoughts, providing a persuasive argument – then you can roll back on your heels and study the topic, crafting content that is the product of deep thought.”
With a standard white paper structure doing 60% of the work, you can roll back on your heels and study the topic, says @B2BWritingInst via @SarahLParkerUK @CMIContent. Click To Tweet
3. Craft an attention-grabbing title
If choosing the most relevant white paper type is the best way to persuade readers, then crafting a powerful title is how you compel them to read it.
This is a point that Robert Bly, author of The Copywriter’s Handbook, has been writing about for four decades. “Strong titles can help you gain the reader’s attention, select the audience, communicate an important message, and draw the prospect into your white paper,” he says.
Strong titles can help you gain the reader’s attention, select the audience, communicate an important message, and draw the prospect into your white paper, says @Robertbly via @SarahLParkerUK @CMIContent. Click To Tweet
For example, Gartner crafted a highly specific headline for its white paper (gated), What Midsize Enterprise CIOs Need to Know About Composable ERP:
It identifies the ideal reader (CIOs), the target market (midsize enterprise), and the subject (composable ERP). Then the audience is propelled into a sense of urgency by a call to action that sits in the present tense (need to know).
Although Gartner’s title doesn’t flag benefits or outcomes, it creates curiosity to pull the reader into the content. CIOs will want to find out what it is that they “need to know” to support their business. They are drawn to the content to satisfy their curiosity.
If your target reader doesn’t find any relevance in your title after a few seconds, they will move on, no matter how valuable your white paper.
4. Write a persuasive executive summary
Once you have your reader’s attention, an executive summary is how you help them to recognize their problem so that they can solve it.
Rachel Foster, CEO of Fresh Perspective Copywriting, has spent years writing white papers to help B2B technology marketers generate high-quality leads. She says, “The two most common executive summaries used in white papers are the preview and the synopsis.”
Provide a teaser preview
“It often discusses the market drivers and challenges that make the topic relevant,” Rachel says. “Then, it hints at what the reader will learn without giving away the bulk of the content.”
For example, consider this preview executive summary in Simply NUC’s white paper (not available online), Will a Mini PC Give You the Power You Need to Run Your Organization? It walks top-of-the-funnel readers through the market context (need to increase productivity), the problem (inefficient computers), its implications for businesses (energy-wasting), and promises a solution (mini PCs).
Publish a synopsis
“A synopsis provides an overview of the white paper’s content, including the recommended solution,” Rachel explains. This works better for bottom-of-the-funnel audiences because they are ready to buy.
This example from another Simply NUC white paper, Mini PCs Offer Business Big Benefits (not available online), details the argument – from market context to the solution and results.
Take the time to frame your choice of executive summary within your audience’s context, especially given the pace of change in marketing.
“I used to prefer preview summaries, as I didn’t want to give everything away,” Rachel says. “I now feel that the summary should provide key information upfront. If you withhold the most important information for later in the white paper, a large percentage of your audience may not read it.”
It’s a mistake to withhold the most important information until later in the white paper, a large percentage of your audience may not read it, says @B2BTechCopy via @SarahLParkerUK @CMIContent. Click To Tweet
5. Present facts and evidence
A strong white paper convinces your audience with facts and evidence drawn from credible sources. Susan LaPoint, founder of Focal Point Content, has spent decades as a writer, editor, and content marketer. “When collecting evidence for a white paper, I find it useful to think like a journalist,” she says. “This means doing the research first to get a big picture view of the facts. Then I see how it relates to the story I’m telling.”
Find evidence for your white paper that reinforces the story you’re telling, says @SusanLaPoint via @SarahLParkerUK @CMIContent. Click To Tweet
To persuade your reader, make sure the evidence is compelling. “Citing credible sources is key. I start by looking for original research – meaning from well-known research firms and publications,” Susan says. “You establish trust by including reliable data, as well as case studies and quotes from industry experts.”
Consider this white paper, Unlock the Agile Workspace from Six Degrees, which highlights key statistics and leverages industry sources and analysts such as the TUC, Gartner, PWC, and Deloitte. This image details the references used in the white paper with titles and links.
You can find trustworthy sources by:
- Using industry journals, leading analysts, and research reports
- Searching authoritative industry sites for your topic keywords
- Creating a list of sources that provide the best data that you refer to each time you write a white paper
- Using research brand names as keywords such as “Gartner” or “IDC” to a Google search for your topic to quickly locate gated data in press releases
White papers are created to educate readers, so building trust by using recent research is best. Within the past two years is a good benchmark for fast-paced industries. “Trust is how you build your case and influence your reader to act,” Susan says.
6. Offer a conclusion
Once you have made your argument, think about what your key message is.
Sarah Mitchell, co-founder at Typeset, is an experienced white paper writer and content marketer. She says the goal of a white paper is to help your readers make an informed decision.
“If you’ve written persuasively throughout your white paper, the logical conclusion for the reader will be the exact product or service you offer,” Sarah says.
For example, Acquire’s white paper How Geoscience Data Can Shape the Future of Mining (gated) puts forward a conclusion that places its solution at the heart of the reader’s success. It explains how early adopters are well-placed for the future of mining and concludes by inviting the reader to send an email for more information and to schedule a meeting to discuss their data collection environment and how they can benefit from this solution.
This conclusion speaks to the reader’s pain point – keeping pace with market change – and offers a fundamental business case for the shift to integrated data capture.
Writing a conclusion that speaks directly to your target reader’s needs and motivations increases your chances of influencing them. “This is your opportunity to explicitly show your readers why your company is the smart choice by tying your offering back to the business case you’ve made,” Sarah says.
Use your white paper’s conclusion to explicitly show your readers why your company is the smart choice by tying your offering back to the business case you’ve made, says @SarahMitchellOz via @SarahLParkerUK @CMIContent. Click To Tweet
7. Include a call to action
To give your white paper the best chance of moving the reader to the next step in the sales cycle, include a CTA.
Barry Feldman, founder of Feldman Creative, has 25 years of experience writing powerful lead magnets. “Put some thought into offering a clear and practical CTA at the conclusion of your white paper – or even within its pages,” he says.
“Often, a white paper is going to be a top-of-the-funnel piece,” Barry explains. “And, though it’s probably crafted to position your organization as an expert in its field, it’s also likely it was created to put readers on the path to resolving a specific challenge.”
Here are a few examples of CTAs that make it easy for the reader to take the next step:
- Connect with an expert
- Complete an application
- Watch a video
- Read a research report
You need to base your CTA on the readers’ needs and motivations. What action do they need to take to achieve their goal? What is the benefit to them? How do they get started?
Look at this CTA from Leadsquared (gated):
It identifies an action (schedule a free demo), a solution (patient-first platform), and the product or company (LeadSquared). Disclosing the demo is free and reduces friction.
The secret to a successful white paper CTA is to put the customer first. “As with all content, don’t be pushy. Be eager to address your reader’s pain point and be generous with your advice,” Barry says.
The secret to a successful white paper CTA is to not be pushy. Instead, address your reader’s pain point and be generous with your advice, says @FeldmanCreative via @SarahLParkerUK @CMIContent. Click To Tweet
Will your white paper succeed?
Not only can a white paper help you to add value to your reader – and subtly identify solutions that won’t – it also is a powerful addition to your content marketing strategy. A white paper can become the single resource that has the biggest impact on an organization’s buying decision as it is forwarded from stakeholder to stakeholder.
For marketers who want to establish meaningful thought leadership that generates leads, a white paper is the best way to attract and influence an audience.
Cover image by Joseph Kalinowski/Content Marketing Institute
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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