HubSpot Marketing Enterprise isn’t something new; however, it desperately needed an upgrade. With the new features released at INBOUND 2018, Enterprise will now open up a whole new world of possibilities to larger companies – and here are the most important features.
For many years, HubSpot has had a product named Enterprise. However, if we are to be honest, it hasn’t been particularly Enterprise-appropriate. In fact, the only difference between Enterprise and Professional were the size of the contact database. The features and capabilities that the platform could offer to larger companies were far from covering what most organisations across borders need.
Luckily, that has now come to an end! With the many Enterprise news recently released at INBOUND 2018, this can now be recognised as a robust and attractive solution for many companies within the Enterprise segment.
So what are the new features and product upgrades?
12 new features that will make you fall in love with HubSpot Enterprise
One of the biggest challenges in HubSpot Enterprise up until now has been user access control. User access to HubSpot's various tools has primarily been all-or-no access. If a user has had the rights to publish blog posts or make edits to templates, that means that person has had access to all languages or versions.
This has created challenges especially in larger companies with a certain degree of decentralised organisation. Hence, marketing teams in Norway have had access to German templates, which of course gives some governance challenges. Now, however, it is possible
to create individual and team rights to parts of the organisation, making this access much easier to control.
HubSpot’s sign-in has also been a challenge for some IT-departments since the login has been web-based. In the new Enterprise product, HubSpot opens up for the possibility to control user access via a single sign-on so that the IT-department is in control of the password and is therefore not something the individual user necessarily should manage.
This feature has actually been available for some time in the Enterprise product, but there is now a significant expansion of the possibilities, as you can now also create event tracking behind a login. This means that you can improve service and communication to users via web applications. For example, you can send emails to users who do not use certain parts of an app.
Slack-notifications in workflows
Businesses using Slack for internal communication can now manage notifications to individual users or channels in HubSpot's workflow tool. We have been trying this feature for a couple of weeks, and here’s what we found: Only your imagination limits the ability to keep the organisation updated on what happens regarding new leads or inquiries.
The Workflow tool gets some updates that make it easier to communicate and automate processes in other tools. HubSpot already has some Connect partners that integrate with HubSpot via API; however, this upgrade enables you to control the exchange of information through the workflow tool.
The Enterprise suite also provides options for creating custom bots that not only retrieve information from the HubSpot database but can also look into external systems and extract data from it.
It should be mentioned that this functionality requires at least a basic course in bits and bytes in order to build something useful, however, there are opportunities to create some advanced automation in the interaction between the company’s systems.
With the upgrade of Enterprise, there will be a new type of field in the HubSpot database where you can create calculations based on the values in other fields. If you're used to working with databases, you'll likely still consider these fields quite basic, but it's a good start and a much-needed initiative.
Tracking of recurring revenue
Previously, it has been difficult for companies with current payment to calculate ROI and estimate the pipeline – simply because the value of a deal or customer has been based on a fixed amount. Here too, the possibilities have expanded, so you can now work with numbers based on current sales rather than single payments.
So far, the Enterprise Portal has only been able to show a collection of the total traffic numbers from several domains in the Sources report. In the new Enterprise version, you can to a much larger extent customise these reports.
Let’s look at an example. With the new Enterprise, you can create a report showing the number of visits for a subdomain. This is especially helpful when you have country domains or even a particular business unit.
This is a big step forward in reporting opportunities, which must be said to have been somewhat poor so far.
Email frequency safeguard
Email is an effective communication channel – if used with care. Unfortunately, it can be difficult to keep an eye on the number of emails a single contact receives when there are 100+ workflows enabled. There is now a possibility to limit the number of emails sent to a contact.
Closer interaction with Facebook
HubSpot has worked closely with Facebook for some time, and this collaboration will add an additional layer to the new Enterprise platform. Thus, the integration between the two systems is expanded in relation to calls-to-action, forms, and Messenger, and so it's finally possible to run complete promotions on Facebook with conversions and dialogue via Messenger.
We have often been asked to build a universe for customers or individuals who for one reason or another must have exclusive access to some content. This has not really been possible in HubSpot.
You have been able to do something using Smart Content, but nothing that has been secured in any way against unauthorized access. Websites with individual login will also be part of the new Enterprise platform.
And everything else ...
Additionally, Marketing Enterprise gets an integration with Youtube, a more automated split-test feature, more individual user rights to social accounts, search in properties, relational import, more advanced reporting, and much, much more.
New pricing structure
It is important to mention that HubSpot, in terms of these many updates, raises the price of Marketing Enterprise to €3000 a month for future customers. If you were at Marketing Enterprise before 1/11/2018, you will get all of these features at the current price.
In addition, HubSpot changes their policy around the number of domains. In the future, it will only be possible to link one top-level domain to an Enterprise portal, where you could previously add content to all the domains you wanted.
The top-level domain means everything that is the domain itself. Subdomains on this domain are still unlimited like the country-specific suffixes: subdomain.topleveldomainsuffix.
If you want to connect additional top-level domains, these can be purchased for $ 700 a month.
Now, go conquer the world with the many marketing opportunities that now comes with HubSpot Marketing Enterprise. Need help with your marketing and sales efforts? Get in touch with us by clicking the button below.