After yesterday’s Notes from the HubSpot S-1 IPO Filing, there have been a number of interesting blog posts on the same topic including Louis Gudema on HubSpot’s S-1, BetaBoston on HubSpot’s S-1, and David Raab on HubSpot’s S-1. One of the points that I think is missed is that as part of HubSpot moving away from the small business market and into the mid-market, there’s also a shift from blogging with SEO tools to full marketing automation. With Marketo’s Q1 growth at 64% year over year, there’s huge money in marketing automation.
Content marketing is hard due to the need for fresh content on a regular basis. I like how Louis Gudema defined running a content marketing program as publishing at least six pieces of content, of any length, per month. While I’m a fan of content marketing, one key point is that customers of HubSpot (and most any other provider, including Pardot) can still get tremendous value from the software through the marketing automation functionality.
Marketing automation, while still requiring content for landing pages, drip programs, autoresponders, and more, doesn’t require fresh content. Companies can invest in content periodically, without having dedicated people on staff, and see a huge return on investment (ROI) from marketing automation. In addition to the ROI, there’s real benefit in sales and marketing alignment, closed loop reporting, and improved marketing accountability.
The key takeaway: HubSpot understands the continual production challenges with content marketing and demonstrates value to customers via marketing automation, such that customers still have a strong ROI even without content marketing.
What else? What are some other thoughts on HubSpot, marketing automation, and content marketing?