Building A Connected Customer Experience | INBOUND22

Foreign it is great to be here at Inbound 2022 and all the growth that you are powering with HubSpot is incredible. In the past three years, we have seen you in over 120 countries, drive over 58 billion visitors to your websites. You have created over 2.4 billion leads and over a billion deals. For a sense of scale, if those were Legos and you stacked them up, they would reach to the moon. It's awesome to see you powering so much growth and success with HubSpot. But what Yamini said is also true. We are at a point of inflection. It's a point of sea change, where what was working just isn't anymore. The economy is down, revenue is down, ways to get found like organic search, traffic and ads effectiveness are down and businesses are buying more tools than ever before. But those and old style CRMs just don't feel like enough. Sometimes it feels like navigating in the old days before Google Maps, do you remember this? You're lost, you're late, you're looking down different roads and it's just really hard to find your way. Now you all know in the modern world you just follow the dot and it's so easy to get where you're going. Well on the back end, these incredible algorithms power you through, power through all the data to help you find your way and optimize your path. And so here at HubSpot we've been thinking about the same thing. How do we create the same kind of bright lines so that you can grow well? And today I want to walk you through two big themes. The first is something we call connected platforms and applications. It's connecting your teams together and to your customer at the core in a unified system across marketing, sales, service and content. A data platform that's strongly interconnecting, beautiful, easy to use app experiences. Now, we're on a multi year mission and the team has done some incredible work. We have a ton to share today, which I'll cover in just a moment. Our second theme is something we call Connected community. And here our co founder and CTO Dharmesh is going to give you a peek at into the future. Now let's dive straight in. I want to spotlight just five of our new connected experiences. First, let's face it, campaigns are not converting the way they used to. With privacy changes, marketing fatigue, ads and search effectiveness declining, it has all gotten exponentially harder. And we know these trends. That's why we've launched the next generation of marketing campaigns. It's Like a command center for your whole team. So when your CEO says what part of these campaigns work? If you're trying to dig that out of a ton of tools, that can be a nightmare. Now we connect all your campaign data automatically so you can tie spend to growth and connect your teams together. I'm going to start here and take you on a spin. And most of this talk is is going to be demos from end to end. So let's see how it goes. First, marketing campaigns. Here you can see the team connecting all your activities together, consolidating all your single channel tactics into a fully orchestrated omnichannel strategy. You can compile every asset, every channel for one view. But most importantly, you're going to get reporting that would blow any CEO's socks off, including mine. So here's the campaign. It's a deep view and you don't have to dive into a dozen tools. Now you can set a goal, say 25,000 new leads. And what you see here is a view of exactly what happened across every channel. So we have over a million website view, 29,000 contacts. So that's actuals versus goal. You can also see all the deals created and all the revenue generated. So all your campaign created contacts, deal deals and revenue will automatically attribute back. Now if that's not enough, what's so beautiful about this is you can pull up for a beautiful review across all of your campaigns. You have this executive view. Now, if you want to jump to the PhD level without having to go get a PhD, you'll find everything you want with rich drill in reports. Now these have the rich attribution models you've gotten used to with HubSpot and we have nine. Now there's first touch, last touch, linear time decay. But most importantly, the reports are these fantastic opinionated defaults and you can click on them and open them in the custom report builder. And what that means is that you can add in any data you want and you can slice, dice and open up the entire flywheel journey with operations, hub data set and custom reporting. So that's campaigns. Now many of you may be familiar with Loom, who's a great customer of ours who build these wonderful recording demo recording videos. They are already building campaigns over 80% faster than they were before with HubSpot. This is just one of our app experiences, helping you maximize every dollar by bringing all of your data together. Now it's not enough to kickstart a campaign. What you really want is a clear view of the entire customer journey. And for this I Wanted to share a story with you. So this year was a family rite of passage for us. My husband and I have 10 year old twins and we took our twins for the first time to Disneyland. Now, I don't know what it was like when you were there last. In my day, you just show up, you get a paper map to Space Mountain, show up at 7am with some suntan lotion, you're all set. But now Disneyland, it's like a zoo of lines. Trying to get through there for me was like a 3D quantum computing version of the traveling salesman problem. You have to get the plan path, the sequencing, all just right. Now if you get it right, it's awesome. If you get it wrong, there is no Space Mountain for you. Now with Customer Journeys, it feels like the same story. You're trying to map your way to maximize conversions, but there's more complexity than ever before. Now, when we went to Disneyland, we had one awesome day where we hit all the rides. And it wasn't because we bought some expensive pass, it was thanks to our friends. They really helped us hack the park and it was just incredible. Just like that. We at HubSpot wanted to help you. So that's why we have built Customer Journey analytics, which we're announcing for the first time today. Now, you already know you can connect all of your activities in HubSpot, but now you can view all of those marketing moments on one timeline. So you have the ads, email, page views, everything. You can see where people continue on the path. You can optimize every route, dynamically tuning your assets or pruning the paths that don't work. You can even filter on key data. So let's say you have a list of contacts and you can take that list and see their path to purchase all the way through for every asset they touch. Now, most importantly, these reports are designed to capture reality, which is that some people are going to take different paths. And by embracing each path to purchase, we help you find all the fastest ways to grow. Customer Journey analytics is a connected graph of your journeys. It's another great example of how helpful it can be to have a beautiful user experience over strongly connected data, creating insight. It has had fantastic feedback in private beta, which is why we're expanding it to public beta already next month. Okay, but everybody here knows the power of reporting is only as good as the data that you have underneath. And what if all the data that you have is a mess and the thought of untangling it is completely overwhelming. It's like that time a Lot of us have had. When you open up the box of holiday tree lights, it's like they sneak around tangling themselves up in there when you're not looking. If you feel that way about your data, you're not alone. An astounding 60% of CRM data goes unused. 40% of all ops time is spent cleaning and preparing data. And according to Harvard Business review, only 3% of companies data meets basic quality standards. Okay, fun exercise. So everybody here, I want you to look to the person on your right. Okay? Now look to the person on your left. Okay. All those people have terrible data. So we've been thinking really deeply about this and how can we help you help us help everyone have great data. And that's why at HubSpot, we now help you create data that is clean, that's clear and connected by default with a crafted approach to data management. And here I want to take you on a tour through just a few of the tons of features we added. First, we make it easy to get off to a great start. You can get your setup right by modeling how your business works in data with a new data model overview that will visualize the data quickly and easily. Now, what about the custom objects you've added? If you have to call your ops team every time you customize those, it's not a great use of time. You want to save developer time for something that's more important. That's why we added the custom object builder. What this will do is help you easily create and edit with an awesome visual tool. Now second, we'll help you keep bad data out. Almost half of new records are going to have some piece of incorrect data. It's bad formats, missing data. And so what we've done is include all the foundation features that you need to stay clean. Property validation is a simple feature that helps you enforce your data model. So here I've created a bunch of rules that we'll proactively protect. Because those simple data mistakes can often really foul things up down the line. And I'll show you how easy it is to create a new one. With a basic example like zip code, you can add min max and screen everything. So now you're catching errors before you import. Now, another really common problem is missing data. So just an example. Every time your sales reps sign a contract, you'll need to know when it renews again. Now we could have every single sales rep, every single time, have to get out a calculator and a calendar and calculate the end date. That's never going to happen. So that's why we've automated it in the CRM. So now you can use our automation tools. So whenever a contract is created, the tools will help you use start and end date to auto calculate and autocomplete fields like end date. Now those are just two of the many tools you'll find in HubSpot for keeping your data clean and complete. Now, finally, what about clearing up the data that snuck in? That's not quite right. Our new Data Quality Command center is like a mission control. It will constantly watch your data and pipelines so you can catch common problems. You can find and fix broken data syncs, you can watch out for duplicates that sneak in, and you can make sure the formatting stays just right. Now, personally, my favorite has got to be the AI powered automation recommendations. So these will go even further. They use machine learning to auto review data and suggest fixes for you. So that's the Data Quality Command Center. So that's a quick tour around just a few of the many ways we'd like to help you create data that's clean, clear and connected. By default, a single accurate source of truth is what everyone needs to do your job right. Okay, so now we're getting great data in. That's good. But your teams are going to want this all organized and accessible while you work. Especially organized. Now, here's a funny story. I know a lot of you in here have kids like me. And like you, many of your kids probably love Legos. The unfortunate truth about Legos is that in a year or two, what you really have is a gigantic mess. It's a huge pile. Now, my sister and I were always talking about better ways to organize our households. And luckily I have a ton of friends who are obsessed with organizing Legos. A friend of ours, he even built this fantastic LEGO shop. His kids have to check one LEGO in in order to check the next LEGO out. I know, but you can always find exactly what you want. Those kids have built that same LEGO ship over and over. So sometimes a hint of obsession can lead to good things. Now, in the same way, when it comes to customizing the CRM, we wanted to do the hard work for you and create a great, easy to use system. So instead of this messy pile of parts, you have my friend's LEGO shop where you can find and build exactly what you need. So now you can build custom integrations directly into your records. With a new custom tab in the middle, you can curate the space with exactly the content you want custom cards to display. There you can tailor what shows on the sidebars, change the cards, change the actions, and if each of your teams across sales and service, they'll often want different views. So you can serve your customers in just the right way. And you can now create different views for different teams so everyone can find exactly what you need. So this is in beta already. We would love to get your feedback. It's really simple enough that you can try it yourself or you can work with our partners. This level of extensibility really marks the next chapter for HubSpot CRM where everyone can build your business on HubSpot and we have a flexibility to showcase and customize to get exactly the data you need. All right, so we've talked a lot about connected insights over the course of today, but there is a piece that's missing and that piece is what about helping companies transact online, especially newer and scaling businesses? The majority of B2B sellers are planned to move to online selling, but most of them take over five tools to finish a sale. And the majority of buyers are finding these experiences really frustrating. It's because they've become accustomed to easy e commerce. That's why last year here at Inbound we announced the first alpha of payments. Now the vision was making it easy to accept from sales to e commerce. Easy for you and powerful because we can pipe that commerce data back in. So with those transactions you get end to end insight. Now this year, the team has a ton to show. First, we make it easy to purchase. We connect you to your buyers in all the ways they buy using all the tools you already know and love. In HubSpot, you can send links, send emails with links to pay. You can create quotes and send them out on your site. You can create links to click and pay anywhere. You can add forms to capture the purchase. And if what you're selling is not a physical good, but your time, we've made that easy as well with paid meetings. Now all this means it's incredibly simple to bring your commerce online. Second, we make it really easy for customers to pay you. And that's great because your time is money. You'll find that customers can pay you with credit card payments using any major credit card. They can pay directly from your bank accounts using ACH Bank Transfer. That means no fees for you. And to automate even further, you can set up recurring payments which you can use for subscription, subscriptions, memberships. Recurring means you can set it and forget it and now you're making money even while you sleep now recurring plus ACH means the automated renewal increases your revenue and ACH decreases your fees. So that's a great formula for more money. Now the last piece I admit is one of my favorites. Here we make it easy to connect your team together and to connect to the back office. The number one ask we had after we built all these other pieces was to flow payments into accounting. And that's because wiring those two together can be a pain. So we were wondering did we take all the work out of this? So now we integrate with accounting systems so when a payment succeeds you can trigger and we will auto create the invoices in inventory accounting software for you. So here we can flip to QuickBooks and you'll see that we automatically create the invoice and mark it as paid. Now HubSpot also integrates with accounting systems like NetSuite and Xero and we'll be adding commerce support there soon too. Payments and commerce are connected to the CRM so you have a 360 degree shared view to create grow sales all on one platform. It is huge, huge changes in one year. Payments is about convenience to make your customers happy. Cash which makes your CFOs happy and clarity which makes everyone happy. We're on a mission to build the most connected payments platform ever. So that was a quick tour around our connected platform and apps, bringing teams together and unifying your business and all of your data in one place for insights to grow now our customers who have marketing, sales, service and CMS have won over 51% more deals than those with one hub. And already over 60% of our customers have multiple hubs. So I hope you have a chance to check out the full suite if you haven't already. I have to say I'm very proud of the team and there is so much more launching today that I just did not have time to cover. In the sales hub we continue to make incredible strides from deal management to tools for sales reps, data sync integrations. With over 1100 now, Service Hub has transformed. It has a full featured help desk, ticketing, there's support for every channel, inbound calling, email, chat and all the reports and automation you need. And there's more. From Marketing Hub to Operations Hub to payments to CRM platform and for new businesses starting out, we have made so much of our CMS hub absolutely free. To learn about everything you saw here today, you can head over to HubSpot.com noom and with that it is my pleasure to introduce Dharmesh who's going to talk to you about our next theme Connected community. On behalf of the team, I'd like to say thank you very much and take care.