At HubSpot, customer experience comes first. All the time.

Whether or not or now not our promoting and advertising crew is selecting a time at which to send an electronic mail or our web crew crew is choosing the size and site of a button on our homepage, the question we frequently go back to is: “Will this be a good experience for our shoppers?”

As HubSpot’s Chief Product Officer, this customer-first thought is my guiding gentle on the subject of product construction. And it’s the reason why we don’t acquire technology when we wish to send a brand spanking new product to our shoppers. We assemble it.

This build-first approach is popping into an increasing number of unusual in our industry. Typical SaaS corporations usually have a tendency to obtain other corporations after they wish to significantly prolong their product alternatives or quickly building up their customer base. It is going to each and every so continuously lead to a quick uptick in source of revenue — in spite of everything, when a company buys another, it acquires all of its shoppers — on the other hand it’s regularly an overly hostile experience for the patron.

When two utterly different tactics are cobbled together after an acquisition, the load of making them artwork together is foisted onto the patron. Each company in all probability took a completely different technique to product construction, resulting in different underlying technology, different processes, and different individual interfaces.

Reconciling the ones diversifications without causing friction for purchasers is a just about now not conceivable process. And when SaaS corporations practice this way over time, the friction accrues, technical debt goes all the way through the roof, and the patron experience incessantly degrades consequently.

This way solves for the company implementing it, now not the customers it’s meant to serve. Because of this we do problems in a different way at HubSpot. Finally, it’s not like us to look at the crowd.

When most corporations were doubling down on the earlier outbound playbook, we championed inbound approaches instead. When most corporations were wondering whether or not or now not a long way off artwork might ever artwork, we spotted the share of HubSpotters working from space hit double digits long quicker than 2020 harassed everyone’s hand. And while our industry was once as soon as however furiously considering funnels, we embraced the flywheel.

We’re different. It’s in HubSpot’s DNA. It’s even reflected in our company problem: we be in agreement organizations expand upper. Now not expand consistent with the status quo. Now not expand thru adhering to age-old playbooks. Expand upper.

Merely as we believe there’s a upper technique to expand, we moreover believe there’s a upper technique to assemble. That’s the position the Primary Colors are to be had.

Meet the Primary Colors

Our technique to product construction is unassuming, and it shall we in us to create multiplicative benefits for purchasers that no other CRM platform supplies. We focus on 5 foundational parts that span all of our products, and we artwork at improving each and every undoubtedly one in every of them, all the time. Those parts are: Automation, Content material subject material, Wisdom, Messaging, and Reporting. We title them “Primary Colors.”

Every undoubtedly one in every of our Hubs – Content material subject material Hub, Promoting Hub, Product sales Hub, and Provider Hub – incorporates a definite mixture of the 5 Primary Colors, that implies that every product on our platform is built on the an identical underlying foundation.

So when the product crew shows up to artwork every day, the question we ask ourselves isn’t “Which Hub or feature are we able to artwork on these days?” It’s: “Which Primary Color are we able to improve?”

Because of this, when we add price to one area of HubSpot, price is robotically added all the way through all of the CRM platform. And that allows us to send a steady transfer of pleasure to all of our shoppers on an ongoing basis.

Listed here are three ways by which this way shall we in us to offer unique price to our shoppers throughout the crowded CRM market:

1. Stable expansion across the platform.

“HubSpot is the easiest, always-improving promoting and advertising instrument” – overview on G2

The an identical 5 Primary Colors transfer into building each and every HubSpot product, so when we enhance one Primary Color, we enhance every Hub. And every customer of every HubSpot product sees an immediate get advantages, regardless of part of the platform they use.

For instance, when we invest in making Reporting in Product sales Hub further tough, this robustness ripples out to every Reporting software across the HubSpot CRM platform. So Promoting Hub shoppers who use our Reporting apparatus get advantages, Provider Hub shoppers who use our Reporting apparatus get advantages, as do Content material subject material Hub shoppers — all because of we invested in improving just one Primary Color.

2. Easy adoption of recent products.

“We quickly adopted the Product sales Hub Skilled and Promoting Endeavor for our expanding needs. It’s been one of the vital essential absolute best alternatives we’ve got now made” – overview on G2

Since all of our Hubs are built on the an identical Primary Color foundation, our shoppers will also be anticipating a well known, fast, and delightful individual experience every time they add a brand spanking new feature or product to their tech stack. This means shoppers can experience the benefits of each and every new addition right away, with out a time out of place to training, integration, or new-system frustration.

As HubSpot’s co-founder, Dharmesh Shah, puts it: “Our shoppers’ time-to-joy is lowered.”

Once a customer learns learn to use Automation in, say, Promoting Hub, they instantly know how Automation works in all of HubSpot’s products across the CRM platform. So as their company scales and gives new products, choices, and integrations to their tech stack, they can expect consistency, now not complexity.

They don’t have to relearn how Messaging works or how Wisdom is stored every time they add a brand spanking new Hub — something they may almost certainly will have to do within the match that they’d been working with a parts which were cobbled together through acquisitions or within the match that they use different apparatus for more than a few customer-facing teams.

3. The facility to run an entire business on a single platform.

“I will be able to organize the internet website, CRM, electronic mail promoting and advertising and all other efforts in one single place. This allows me to have a single location for all my knowledge Reporting and have a single provide of truth” – overview on G2

With HubSpot, fast-growing corporations can run their whole business on a single parts, because of HubSpot supplies the an identical insights and tool to marketers, salespeople, and service pros alike.

And when all teams at a company are figuring out of the an identical familiar parts, silos cave in, knowledge is centralized, and knowledge flows freely. All of the crew has get right to use to the an identical valuable insights, letting them understand their shoppers upper and send a seamless experience all the way through every touchpoint.

As an example, when a company’s promoting and advertising crew uses Promoting Hub and its product sales crew uses Product sales Hub, each and every teams achieve get right to use to the an identical customer knowledge in a centralized CRM. And because each and every Hubs offer an identical capacity for recording and storing Wisdom, it becomes in a similar way easy for each and every crew to get right to use now not most straightforward the data they generate, however as well as Wisdom the other crew generates.

This gives marketers and salespeople a holistic view of the patron, enabling each and every of them to tailor their tactics and personalize their outreach. If a prospect is showing specific passion in promoting and advertising content material subject material a few positive feature, the product sales crew can see this knowledge throughout the shared CRM and will know to be aware of that feature on their next title with the chance.

They don’t wish to wait on a promoting and advertising record or rely on an impersonal script – they can personalize their outreach and hone in on a prospect’s specific areas of passion, all on account of each and every Hubs being built on the an identical foundation.

Building Another way, Emerging Upper

The hard scenarios that companies face in 2021 are new, so our technique to building our products will have to be new as well. With the rise of the hybrid place of work, we’re all finding our artwork lives intersecting our space and family lives, too. That raises the bar on what we expect from business instrument.

Other people use HubSpot to power their corporations, to provide for their families, to be in agreement their communities thrive, and in quite a lot of instances, to make the sphere a better place.

It’s now further important than ever that our CRM platform experience seems like something you could possibly use on the weekends, now not merely Monday morning.

Because of this we’re fiercely devoted to building instrument that has enterprise-grade power blended with consumer-grade intuitiveness and an experience as delightful as that introduced throughout the apps all folks use in our non-public lives.

At HubSpot, our bar is set thru what our shoppers need, now not what our pageant have performed in earlier a very long time. With the 5 Primary Colors powering our platform and our unwavering determination to not at all compromise on customer experience, we’re excited to continue to be in agreement our shoppers expand upper in 2021 and previous.

 

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