As a B2B demand agency, Vende Digital constantly evaluates the tools and platforms that best serve our clients’ needs. Recently, we decided to switch from SharpSpring to HubSpot as our primary CRM and marketing automation platform.
This decision wasn’t made lightly, but after careful consideration and extensive comparison with other platforms, we’re confident that HubSpot is the superior choice for B2B marketing in today’s complex business landscape.
The Unique Challenges of B2B Marketing
Before diving into the reasons for our switch, let’s identify the unique challenges that B2B marketers face:
- Long sales cycles
- Complex buying committees
- The need for marketing and sales alignment
- Balancing traditional marketing with digital initiatives
- Implementing effective Account-Based Marketing (ABM) campaigns
These challenges require a robust, flexible, and scalable platform that can adapt to the ever-changing B2B marketing environment.
Why We Chose HubSpot
SharpSpring was acquired by Constant Contact in 2021, signaling a strategic directional shift. SharpSpring seems more focused on serving the SMB market and Constant Contact users post-acquisition. This change in direction will be limiting for B2B companies looking to scale their sales and marketing efforts.
Our decision to switch to HubSpot wasn’t based on gut feeling – it was backed by data and industry recognition. In our comprehensive comparison of leading platforms, HubSpot consistently outperformed its competitors, scoring 100% on key features compared to SharpSpring’s 56.36%. Check our our comparison matrix here.
Moreover, Gartner’s latest Magic Quadrant for B2B Marketing Automation Platforms positions HubSpot as a Leader, validating our choice. This external validation reinforces our confidence in HubSpot’s ability to meet the complex needs of B2B marketing.
Source: Gartner
Additionally, HubSpot continues adding tools to its suite to support the complex sales and marketing environment of B2B companies. HubSpot designed its platform to foster interdepartmental collaboration and streamline the customer journey across all touchpoints. It is a more suitable choice for companies looking to implement a holistic B2B Go-to-Market (GTM) strategy.
Here are the top reasons why we made the switch to HubSpot:
Comprehensive All-in-One Platform
HubSpot offers a truly integrated suite of marketing, sales, customer service, and website management tools. This unified approach allows our clients to:
- Streamline customer interactions across departments
- Maintain a single source of truth for customer data
- Align teams around shared goals and metrics
Unlike SharpSpring, which often requires multiple integrations for various functionalities, HubSpot provides everything under one roof, simplifying the tech stack and reducing potential points of failure.
Advanced B2B Marketing Capabilities
HubSpot specifically designs its platform to support the complex needs of B2B companies:
- Account-Based Marketing (ABM): HubSpot excels in ABM capabilities, offering superior tools for account profiling, target account views, and dynamic account prioritization. These features are crucial for B2B companies targeting high-value accounts.
- Marketing Automation: With HubSpot, we can create sophisticated, multi-touch nurture campaigns that guide prospects through long B2B sales cycles.
- Sales and Marketing Alignment: HubSpot offers unparalleled tools for alignment, including shared account views and coverage plan management. These ensure that sales and marketing teams are always on the same page and have shared visibility into customer interactions and pipeline progress.
Scalability and Flexibility
As our clients grow, they need a platform to grow with them. HubSpot offers:
- Flexible pricing tiers to match different business needs
- The ability to handle increasing volumes of traffic, leads, and customer interactions
- Extensive integration options with a robust network of integration partners far surpassing SharpSpring’s capabilities
This scalability ensures that our clients won’t outgrow their marketing automation platform as they expand and scale.
Intuitive User Interface and Ease of Use
One of the standout features of HubSpot is its user-friendly interface. This is crucial for our clients, as it:
- Reduces the learning curve for new team members
- Increases adoption rates across organizations
- Allows marketers to focus on strategy rather than struggling with complex tools
Robust Analytics and Reporting
In the data-driven world of B2B marketing, HubSpot’s analytics capabilities are a game-changer:
- Account-based reporting provides detailed analytics on account engagement
- Cross-functional reporting offers integrated insights for sales and marketing teams
- Multi-touch revenue attribution connects marketing efforts directly to revenue
- Custom reporting allows tracking of KPIs across the entire customer lifecycle
- Adaptive testing optimizes high-traffic web pages automatically
These features enable our clients to make data-informed decisions and demonstrate the ROI of their marketing efforts, something that SharpSpring can only partially offer.
Advanced Content Management
HubSpot’s content management capabilities set it apart from competitors:
- A centralized content repository for easy access and organization
- Content performance tracking to measure the impact of your content strategy
- Content hubs are used to create curated content experiences, a feature that SharpSpring only partially offers.
Continuous Innovation and Industry Leadership
HubSpot’s commitment to innovation ensures that our clients always have access to cutting-edge marketing tools:
- Regular updates and new feature releases
- A vast library of educational resources and certifications
- A strong community of users and partners for additional support and insights
Addressing Common B2B Challenges with HubSpot
Let’s explore how HubSpot solves some of the most pressing challenges faced by B2B companies:
- Siloed Data and Departments: HubSpot Solution: 360-degree view of your database, 940+ marketplace apps and integrations, Operations Hub Data Sync
- Disjointed Tech Stack: HubSpot Solution: All-in-one platform, custom objects, programmable automation, extensive API suite
- Lead Routing Limitations: HubSpot Solution: Advanced workflows, custom actions, lead rotation logic, and chatbots
- Lack of Transparency and Consistency: HubSpot Solution: Sharable dashboards, team-based partitioning, unified database, cross-collaboration tools
- Software Limitations for Growing Companies: HubSpot Solution: Custom objects, programmable automation, B2B-specific reporting, multi-brand management
The Benefits of B2B Marketing with HubSpot
When you have HubSpot fully deployed in your enterprise, you’ll experience a range of benefits that can significantly impact your business success:
Accelerated Revenue Growth
With HubSpot, you can generate more qualified leads, nurture them effectively, and convert them into loyal customers, driving sustainable revenue growth. Many B2B companies need help generating qualified leads and converting them into customers, resulting in stagnant revenue growth. Features like personalized content delivery, lead scoring, and sales automation work together to optimize your entire customer journey.
Streamlined Operations
Say goodbye to departmental silos. These can lead to inefficiencies, miscommunication, and missed opportunities. HubSpot streamlines workflows across your organization by combining marketing, sales, and service tools in one place. Features like shared contact databases, automated workflows, and cross-departmental reporting ensure everyone is on the same page.
Enhanced Customer Experience
B2B buyers often face disjointed interactions across touchpoints, leading to frustration and potential lost sales. HubSpot’s customer-centric tools deliver a cohesive and personalized journey for B2B clients, resulting in higher satisfaction and loyalty.
Data-Driven Decision Making
Many B2B companies struggle with fragmented data and lack visibility into their marketing and sales performance, leading to guesswork in strategic decisions. HubSpot’s comprehensive analytics and reporting tools, including custom dashboards, attribution reporting, and revenue analytics, provide a 360-degree view of your business performance. You’ll gain real-time visibility into your business operations, empowering you to make informed strategic decisions, optimize your efforts, and demonstrate ROI.
Scalability for Future Growth
As your B2B company evolves, HubSpot grows with you, allowing you to easily scale operations, customize functionality, and quickly adapt to changing market conditions. HubSpot’s extensive integration capabilities and tiered service plans ensure that your marketing and sales infrastructure can evolve as your business needs change.
The Vende Digital Advantage: Maximizing Your HubSpot Investment
While HubSpot offers powerful capabilities, many B2B marketing teams struggle to fully utilize their marketing automation platform. This is where partnering with Vende Digital becomes crucial.
As a HubSpot Solutions Partner, we help you implement the platform and ensure you’re leveraging its full potential. Our approach includes:
- Strategic Consultation: Aligning HubSpot with your specific business goals
- Customized Implementation: Tailoring HubSpot to your unique B2B marketing needs
- Advanced Feature Deployment: Implementing cutting-edge features like predictive lead scoring and AI-driven content creation
- Seamless Integration: Connecting HubSpot with your existing tech stack for optimal data flow
- Ongoing Optimization: Continuously refining your marketing automation processes for maximum ROI
Our proven three-step process ensures your success with HubSpot:
- Onboard: Guided setup and initial configuration
- Implement: Bringing your HubSpot ecosystem to life with customized workflows and integrations
- Grow: Ongoing support and optimization as your business evolves
Making the Transition: Your Path to B2B Marketing Excellence
Switching platforms may seem daunting, but with Vende Digital’s expertise, it becomes an opportunity to revolutionize your B2B marketing and sales operations. We ensure a smooth transition and help you unlock the full potential of HubSpot from day one.
Don’t let the fear of change keep you from transforming your B2B marketing. With Vende Digital’s expertise and HubSpot’s powerful platform, you have the perfect combination to accelerate your growth and win in the competitive B2B landscape.
Ready to take the first step? Schedule a discovery call with our team of HubSpot experts. We’ll discuss your unique needs, answer your questions, and show you how we can make your transition to HubSpot seamless and transformative for your business.
Let’s connect and start your journey to B2B marketing excellence with HubSpot and Vende Digital!
