INBOUND 2016: Dillon Compton "What's New In HubSpot Connect"

Thank you all for sticking around. I know it's late on a Friday after a long week. Having a good conference so far? Yeah. Yeah, good. Awesome. So my name's Dylan Compton. I'm the product manager for HubSpot Connect here at HubSpot, obviously. So I want to talk to you guys today a little bit about some of the new integrations that are here in HubSpot Connect, stuff that's happened over the last year. I also want to give you a peek into the future. What's going to be happening. Excuse me. Over the course of 2017 with the program, some new approaches to integrations you guys are gonna start seeing next year. But first, I wanna take a little bit of a look back at the last year. So we launched HubSpot Connect at Inbound last year. When we started, we had about 20 integration partners. You can see them all up here on stage with Brian Halligan. It was a lot of fun. It's. We're really starting to commit to this integrations program because we believe that you should be able to choose the software you want to use alongside HubSpot every day. And we've hit some pretty cool milestones over the last 12 months. So the first one is there's now over 50 integrations in HubSpot Connect. That's pretty huge. We've more than doubled since launch. Those are all people who are coming from outside of HubSpot who are working with you as customers and who are coming to HubSpot and saying, Hey, I want to actually add more value to my customers, to our mutual customers, by making our software work seamlessly with HubSpot. You like it? You've installed them 30,000 times. That's huge. Most of you have at least one. Many of you have 2, 3, 4 integrations already set up with HubSpot, which are delivering value to you every day. Excuse me. And those integrations are making 300 million API calls a month to HubSpot. That's 10 million a day. That's a huge number. And every time one of those API calls is being made, it's taking valuable data from HubSpot into another system for your use, or vice versa. It's really, really cool. We're really excited about the growth here. We think this is going to continue accelerating over the next year. So where you see 50 integrations today, you might see 150. Where you see 30,000 installs, we might see 100,000 installs. It's very exciting. We're continuing to invest here, but if you're not convinced yet if you're not one of those 30,000, let me try to convince you why you should be thinking about integrations. There we go. Sorry. So if you saw Brian and Dharmesh's keynote on Wednesday, you probably heard about the growth stack. If you've been in grow with HubSpot sessions over the course of the week, you've probably heard about the growth stack stack. It's our marketing, our sales, our CRM software working seamlessly together to deliver huge value to you from that integrated experience. We're really excited to have a freemium model for this where everybody has access to it and it grows with you over time. But the reality is most of you are using more than just HubSpot, more than just the core growth stack. In fact, if you look at this chart from the Winterberry group, we've seen 50 + percent of you are using at least five software tools in your marketing. We see that across our customer base, it's huge. Across the industry, this is pretty standard. We think the actual number is actually closer to about 10, 11, 12. When you layer in the sales organizations, you might be using 20 different SaaS products to actually run your business in ways that are touching your customer experience. And so the modern company looks a little bit more like this, where you have that core growth stack that's accomplishing maybe 80% of what you're doing, but then you're layering other best in class point solutions into this process to really smooth out that customer journey on your side. Without integration, this means a huge amount of extra work for you as a marketer or a sales rep, you're not only working in HubSpot, you're working in other tools. You're jumping between tabs, you're manually exporting and importing data. That's a very, very painful process. Which is why we're really doubling down on the HubSpot Connect program because we want to make sure that all of these tools that you're already choosing to use, that you're already using in your day to day, are seamless. They're connected. They ship the data into HubSpot so you can use that for marketing segmentation. So your sales reps have the context of every touch point that a customer is making with your business. So I'm very excited about this. I think HubSpot's very excited about this. We hope you're all very excited about the direction here. These are all, by the way, the folks on the screen are all already in HubSpot Connect, so those are all integrations. You can go and try out today. So that's kind of where how we got to today, right? We looked at this, we looked at what you're doing, we looked at the software you're using, and we said, let's make this easier, let's. So let's make this better. So now I want to kind of take a look at three or four. I think it's actually five of the most exciting ones, my favorite ones that are in the program today. So we're just going to do a little bit of deep dive into these integrations, talk about how in some specific concrete use cases, you can use these to level up your marketing and sales efforts. So the first one, and this is one of my favorite integrations by far, is Beacon. Beacon is essentially an ebook, an offer builder for marketers. And we found out from talking to all of you that when you need to get an offer out the door, you want to add value to your prospects, to your customers. You have to go to designers, you have to write some new content, you have to do a whole bunch of work just to get something out. But the reality is you've all already built great content. You're good inbound marketers, you're blogging, you're creating landing pages, you're shipping out white papers. That's great. And so Beacon helps you take that existing content and turn it into beautiful ebooks without needing to talk to a designer, without needing to integrate anybody else from your company into that process. So let's take a look at how it works. So they focus on three different offer types, resource guides, kind of checklists, standard link, beta, ish content, but people love to read it. And the more classic ebook, when you pick one of these different types of offers, you're immediately brought into a guided flow to start building out your content. So the first thing it's going to do if you've connected it to your HubSpot account is it's actually going to load all of the blog posts you've already written in HubSpot and pull them into Beacon. This is a great starting point. When you've got. You heard us talk about topic clusters in the keynote. When you've got a bunch of content around a particular topic that's already been written, that's already authoritative, why not package that up so you can see, you pick your existing stuff, your existing blog posts in HubSpot, and it starts to build out on the right hand side here, an ebook for you to be able to package up, design and deliver to your customers. There's a beautiful, beautiful template library. Lots of color and customization options that let you put this together. You can add introductions about sections, do a little bit of additional writing to kind of smooth these things together, bring them all into a cohesive package, change your cover image and then you can immediately download this as a PDF, you can ship it back over to HubSpot, you can start distributing that to your customers. I've gone through this process a couple of times myself. I can get from blog posts to ebook in about five minutes. Really, really cool. Really powerful. Eliminates all of the data export, all of the data import that you would typically need to be able to do this. Very, very powerful integration. A lot of fun. Our customers love it. It's one of our fastest growing, most successful. Encourage you guys to all check it out. The next one. These are pretty new. These guys just came on board, I think. What Marcus2 3 weeks ago Yep. So Vidyard is an awesome video hosting platform. They're B2B. They're focused on the needs of businesses in video. They provide not just hosting, though, they also provide production tools. They provide analytics around those videos. They have specific use cases around sales support marketing. It's something that can impact your whole business, give you a ton of data. Really, really excited to be partnering with them. We love Wistia. We work with Wistia too. There's a great integration with them. This is bringing more choice into the market for you guys with a bunch of, I think, pretty cool capabilities behind the scenes. They do video personalization, which is awesome, where you can take data from HubSpot and start working that into your actual videos. So your prospects are getting videos that mention them by name, that embed them in the actual video so that they feel like this is a very contextual piece of marketing to them. The coolest thing about Vidyard, the integration that we have here, is that they integrate directly with our Contact Timeline API. And so anytime Vidyard is tracking views, the amount of views, what videos on what pages, the details, all of that syncs directly back into HubSpot on the contact timeline. Those timeline events are really, really powerful for your sales reps. They can now see the exact content and how deeply your prospects are engaging with that video content before they pick up the phone and call them, before they kick off a sequence in HubSpot sales. More than that, though, on the marketing side, this is now available directly. Every property that they're tracking, everything they're syncing back into that contact timeline is available for list segmentation and for workflows. So you can say, hey, I want to say, you know, people who watched my introduction to the platform video that watched at least 60 seconds of it and are in this segment, you can look at that. And that's a contextual campaign that you can start to run. That's a group of people you can identify as being deeply engaged with the content about your products or your services. You can also use this for lead scoring, which is pretty cool. So that's really exciting for us. Lead scoring is a huge part of running effective marketing. Collaborating with the sales team, making sure the leads you're passing on are highly, highly qualified. And we found you heard Brian talk about it on stage. We think video is huge. You should be doing. 50% of your content next year is video. This is what your prospects want to engage with. And it's one of the biggest signals. If they're taking time to watch a minute, two minutes, three, three minutes about your company, it's a huge signal that they're engaging with your message. They're engaging, they're interested in the services or products you're providing. So I think that's very, very worth checking out, thinking about how to integrate that into your qualification process. And if you want some more kind of aggregate analytics, they're also creating new contact properties for you that tell you things like what the most recent video they watched was, how many videos they've watched in aggregate over their lifetime as a contact, the total seconds that they've spent engaging with you in this video content across all of the videos you're hosting with Vidyard. Very, very cool. You can use these the same way you use classic contact properties, workflows, lists kind of across the whole gamut. So that's Vidyard. We're very, very excited to be partnering with them. And I think you'll see a lot deeper of an integration coming there. More and more of their stuff getting baked into our platform over the coming year. As we hear fear feedback from you guys using this, they're very interested in continuing to partner with us and making this even better. These guys are actually probably my favorite integration we've got on the platform. If you don't know them, you gotta go check it out. $0.07 is an email optimization system. It sounds a little boring and you probably use send time optimization of some sort. What is the time of day? What is the day of the week that my prospects, my customers are most likely to open or engage with an email? 7th Sense takes that and brings it to a whole new Level, what they're doing is they're pulling in all of the email engagement data for every single contact in your HubSpot database and then they're running it through a machine learning algorithm and they're figuring out on an individual basis when that person is likely to open or engage with your email. Instead of looking at an average of your customer base, you're looking at individuals, you're looking at humans, you're making your marketing more contextual. You can see here for this particular contact, it tells me for today, what is my top time, when in the week I should probably send them an email, what their total number of touch points that they've had with me are how many interactions there are. And then it gives me a heat map of when I should be thinking about actually emailing this contact. This is in their platform, by the way. This particular Screenshot's not within HubSpot. But then what they do is they push that data into HubSpot. There are now contact properties that tell you when to engage with this person. It's awesome for email. It's also pretty good for sales reps. You know, not just marketing emails, but if I'm gonna hop in and send a contextual email out trying to get that meeting, I can now see when they're gonna open that, when should I be scheduling that task to reach out and connect with them. Them even cooler, they've integrated with our workflows. So now if you create a workflow saying, hey, I want to send this email to a list of contacts, I can hop into the SevenSense product and schedule that send through them. And what they'll do is they'll ingest the segments that you want to email to, they'll pull them into SevenSense, they'll do the analysis and then they'll make sure that that email gets sent through that workflow and at exactly the time that customer is going to open that email and engage with it. We've seen in early case studies with some of our partners and customers who are also using $0.07, as much as 35, 40% increases in click through rates and engagement rates. Much reduced bounces, much reduced spam reports. These are contextual emails that are driving huge, huge value for customers who are using this product. It's an awesome, awesome tool. Really great guys, really great team over there. So very, very worth checking out if you want to really dig in on the email channel and make that the most effective that you can. So join me. I don't know if you guys have seen the new join Me integration. This is something we're really excited about. We have a deep partnership with Join Me. They're a screen sharing, web conferencing piece of software. Sales reps use this really heavily when they're reaching out to prospects. They want to do a demo, they want to share their screen, show the product off, walk through a deck. Traditionally, this is something where you have to go into HubSpot, you schedule your meeting, you're using the Google Calendar integration that's pretty easy, syncs to your Google Calendar. If not, you're hopping into your email, your calendaring system, setting up that actual meeting, sending the invite out. Then you're going to go into Join Me or one of their competitors, set up the Join Me link, get a phone number put together, go back to that meeting, add it into the meeting, finally save everything. And 10 minutes later, 15 minutes later, you're done setting up all the context for this meeting. You're getting all the bits moving so that a week later you can actually successfully hop on the phone and talk to people. With Join Me, it's deeply integrated into the HubSpot CRM. You can schedule a meeting. This one's using the Google Calendar integration, so it's automatically syncing to Google. I hit schedule, that meeting's now on my contact timeline. I can immediately, with one click, never leaving the HubSpot product, create a Join Me meeting. I can also, this is a gif, so it's going to loop a little bit. But I can also then when that meeting is scheduled to happen, hop into my contact. I'm already in there looking for the context and just click Start Join Me. And it's gonna launch my Join Me meeting right away, right out of this HubSpot CRM in a new tab. So now when I'm working in the CRM, when I'm contacting customers and working on setting these meetings up, I have to do almost nothing. It's 30 extra seconds instead of 10 extra minutes. Huge efficiency gain for sales reps. People are loving this, encourage you to check it out. So this is actually baked into the HubSpot CRM, this one. So you should all, if you're using calendaring in HubSpot CRM, scheduling in HubSpot CRM, see a join Me link. And if you are not already logged into join me with HubSpot, you can walk through that flow right there. Takes about 30, 45 seconds to get the integration set up. You can start seeing value right away. So to continue on this sales track, aircall's pretty cool. Aircall is a phone system, a web based phone system. Soft phones, you don't need a phone on your desk. It's used heavily by sales teams, by support teams, and by marketers who want to put inbound phone numbers on their website. Because now you can have a phone number on your website that's routing to multiple different people without needing to go through a complex setup process. It's all done with apps on your desktop, apps on your phone, Chrome extensions in your Chrome. It's a pretty cool product, just in general. Worth checking out that product. Now, like Brian said, outbound calling is dead. Like cold calling is dead. But people still use phones. At some point in this process, you're gonna get on the phone with a customer with a prospect either to support them, to close that deal, to move the whole process forward. So that's why we're still excited about aircall, even though we don't want the autodialers in the room. But we do think phones are still really important. Having that human touch is really important. So this is the Aircall Chrome extension. And you can drop that phone number directly into the HubSpot Sales Calling product as your phone number. And when you hit call in the HubSpot CRM, you it'll dial you right on your desktop through the Chrome extension. You'll be able to pick up. You don't have to have a phone involved in the process at all. Just headphones with a microphone. It's pretty cool. Makes it really, really seamless. You can see down here on the bottom of this screenshot. They're also putting those call notes into HubSpot so you can see the duration of both outbound calls, but also inbound calls. This is cool. So when somebody calls you and they know that that phone number matches up to a contact, they're gonna put details about the phone call that you picked up from that contact directly into HubSpot CRM, closing that loop from, hey, I'd like to get a demo. I have a question about your pricing. I have a support question and making that context available for everyone directly in the CRM, you also, by connecting Aircall into the HubSpot calling product, get deep analytics on Aircall's side. So now every phone call you have is being tracked and analyzed at a much, much richer level. There's nothing you have to do other than drop that phone number in to make this work. And now all of a sudden, I can do analysis across my whole sales team, across my inbound call channels, across my support team looking at how many have I gotten? How much time are we spending on the phone? Lots of other rich details. And you can drill down into this data in really powerful ways. So it's moving you from calls being important and being tracked individually to being able to look at calling across your entire organization and really analyze and optimize for it. So that's the deep dives that I wanted to do. There's a bunch of other really powerful integrations out there. Like you said, we have over 50. I wanted to dig into more. I was worried about time, though. I think we're doing pretty well, so I encourage you to go check it out. Most of the HubSpot Connect integration pages that list these integrations have product videos. There's great documentation from our partners. They're all really excited about working with HubSpot customers. And so they're super, super easy to reach out to and touch base with and kind of get a more deep understanding of what those integrations are doing. So you should check out the other 45 that we have, but those are just five of my favorite ones. Now I want to kind of switch that stuff that's come in the last year. Right. It's pretty cool. It's very exciting. But at HubSpot, we're always looking at the future. We're always saying, what's changing? How can we make your marketing, how can we make your sales better? How can we make the buying experience better? And we've seen a shift happening in the way you work. I talked about it a little bit earlier. You're all using a lot of tools. You use HubSpot, you spend a lot of time in HubSpot, but you're also jumping into Eventbrite to set up events. You're jumping into Zendesk to support your customers. You're going to Wistia or Vidyard to set up your video and then moving those videos into the HubSpot platform, you're using dozens of tools. You have to go to different sites, you have to log in to different places, you have to move between tabs over the course of your day. It's a pain in the butt, frankly. I hate doing it. I do it right. I think we all know that when you're switching context and you're jumping around, it just kind of sucks. It doesn't feel like that's what it should be. And so today I want to talk to you about what's coming in the future. So we started to solve this problem a little bit. And a couple of the Integrations I showed you use this with our Timeline API. And so our Timeline API lets integrators write events directly to the contact company or deal timelines in HubSpot. That's how Vidyard's able to show you those, view events and make sure that those are available for use in segmentation and workflows and lead scoring and everywhere else throughout the product that you would want that data to be available, but it's still read only. I have to go off to Vidyard, set up my videos, upload them, get them hosted, configure everything, put it on my website. So today I want to talk to you about HubSpot extensions. So HubSpot extensions are powerful integrations that will let you use non HubSpot products from within the HubSpot UI. What that means is that that process, right, that we just talked about about, jumping between tools, switching tabs, logging into different systems, that's we're gonna solve that for you. We're very, very excited about this. The first one are CRM extensions. And so we've seen huge growth in HubSpot CRM. Tons of you are using this every day. You're closing hundreds and hundreds of thousands of deals, you're interacting with your customers. And what we see is that those sales reps are using other tools to do their job all the time. They might be using quote management software, they might be using invoicing software, they might be using a document management tool, they might be filing support cases for them as they're going through a trial process. So CRM extensions bring other products into the contact company and deal sidebars for you within HubSpot CRM. I think that's pretty cool. So in this particular screenshot here, this is just the demo. Right now we're pulling in information from jira. So JIRA tickets that are associated with this particular contact now show up within HubSpot. It's easy for the integrator to set up, it's easy for you to use, you don't have to jump into another system. That sound pretty cool? Yeah, yeah. So I'm going to walk through an example here that gives you a little bit more of a full picture of what the CRM extensions will be able to do. And then I'll give you a little bit of a sense of when some of the actual integrations that are going live on top of this API are going to be available. So sales reps build quotes. This is the HubSpot deal record in the HubSpot CRM. And right here in this orange box is an external piece of software that doesn't have a quote configured in it. They've set up one action, adding a quote. When you click that button, we actually bring up their whole software, their whole quote building flow that they've built for the HubSpot CRM right there in a modal for you to have access to. I don't have to go log into that external tool to build this quote. I just jump right in within this, within the HubSpot CRM deal record and I can start building out my quote. This is actually our internal quote builder that we use. So we're pretty excited. We're using this as well ourselves. Once I've configured that quote and saved it, that's available linked to this deal in HubSpot CRM without you doing anything. You don't have to copy and paste data, you don't have to link IDs, you don't have to figure this out. It all just works. I was able to just use a non HubSpot piece of software to build out a quote for a customer, save it, create the document that needed to be created and have that linked to to a deal within HubSpot CRM without ever leaving HubSpot CRM. Once I've got that quote on this deal, I can take other actions on it. I can pull that quote back from the customer, I can remove that quote, they want a new package that they're looking at. I can create an additional quote using the same process. It's very, very cool, very powerful. We're very excited to see how integrators are going to use this. We've got some early ones who are starting to work with this API and you should start seeing access to these in early 2017. Some of the first ones will be in the sales quote management space. That's who we've kind of doubled down with on this right now. But we've had many, many conversations with existing connect partners and with new connect partners who are really excited to bring you workflows that you're already doing every day in their tools and make them available to you within HubSpot. So I'm very excited about this. I think it's going to be hugely powerful. Save you all a lot of time as you're going throughout your day and trying to accomplish the tasks that you need to to make your business run. So this is the tip of the iceberg for us. CRM extensions are great, but we have a whole platform. 50 integrations are great, but there's 10,000 different tools out there that you are all using. This is an area that we're very, very excited to continue investing in. You'll start to see additional extension points throughout the product over the next year. We're looking at exactly what the priorities and stuff are going to be. You know, I can't tell you timelines. I wish I could. But you should expect to see extensions on the marketing side, more extensions within the CRM, extensions to our sales products that come available as we move forward. This is a huge area of investment for us, but we think this is gonna bring a ton of power and a ton of flexibility to you all every day as you do your jobs using not just the HubSpot growth stack, but the other tools that you're using and connecting into that. This is beyond data integration. This is about optimizing your workflows so you can be as effective as possible in accomplishing the growth and goals for your company. So I'll leave you with one final cpa. And I know I'm running a little bit short, so I have plenty of time for questions if you guys have them. But think about the tools that you use. Think about the processes that you run at your business and tell us about them. We already talked to a lot of you about this stuff to try to figure out what integration partners we should go after, what partnerships we should build, what pieces of software that we can bring to the table to make you more effective. But nobody knows better than you what you do every day and what tools you use every day. So reach out to us. Let us know. You can email me directly, Dylan Compton, and tell us what you would like us to integrate with. We'll be reaching out to more and more partners. Like I said, we have a ton of inbound interest, but we want to make sure that we're focused on the areas that are going to bring the most value to you, our customers. So tell us what you want optimized so that we can help you build a better and more effective company. Thank you.