HubSpot wants to conquer large companies with a new CRM

As HubSpot users evolve and grow, they need tools that can grow with them. HubSpot, which has made a name for itself with its marketing automation platform, is hoping that the newly launched Sales Hub Enterprise, a completely redesigned CRM, can meet the growth needs of these companies. .

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The purpose of this brand new new version is therefore to support their successful customers. But not only. With this CRM showcasing at its annual HubSpot Inbound event, the publisher also seems to want to attack the top of the SaaS market by offering a more believable alternative to customers tempted by Salesforce.

Among the new features designed to better support the sales force of large companies, we find more detailed reports, the CPQ (to set prices and generate offers dynamically and in real time) or even the connection to source data such as LinkedIn Navigator.

HubSpot has also added connectors to link its CRM with accounting tools like NetSuite, QuickBooks Online, Xero and Nubox.

All of these new features seem to be inspired by popular third-party applications that are available in the market.

Change stature

The challenge for HubSpot with this new version is to change the stature in CRM. So far, the publisher has primarily dealt with SMBs and Mid-Sized Enterprises (ETI), particularly its marketing automation platform, said Liz Miller, an analyst at Constellation Research.

“HubSpot is a lightweight, agile, and easy-to-use tool that is very popular and even popular with some companies,” explains Liz Miller. “But as a hub spot targeting the big business market and wanting to be a more direct competitor to Salesforce – or even Oracle – they found holes in their racket that needed filling.” What seems to be done today – or is being done now.

“The best-known CRMs are not the most popular today […]. Too many managers are forced to work with this lengthy software. “Lou OrfanosHubSpot

But it’s the simplicity and ergonomics that represent HubSpot’s angles of attack on Salesforce that are classified as “underrated,” “difficult to use,” and even “boring”.

To use this tactic, HubSpot commissioned a study, the results of which show that 76% of sales executives would find that their teams are using only a tiny fraction of the potential of their CRM. And that half of them would find it difficult to use their CRM.

“The most famous CRMs are not the most popular today,” said Lou Orfanos, CEO of HubSpot Sales Hub, without naming Salesforce. “They’re powerful, but difficult to use. Too many sales managers are forced to work with this tedious software that actually generates more work than opportunities. “

According to Liz Miller, Hubspot has an advantage in this pursuit of simplicity that could appeal to users and turn them into ambassadors for its tool: thoughtful, detailed, and extensive training content without being too technical.

The leads of a sales representative on the desktop and mobile interfaces of the new HubSpot CRM. The top of the middle class

HubSpot CRM was introduced in 2014. Sales Hub Enterprise arrived in 2018.

“You might already have a certain amount of CRM service [auparavant]but this is just a second start [pour le produit] »Says Lou Orfanos and promotes a more successful product.

The clearly defined goal is companies with 200 to 2,000 employees. HubSpot is therefore in direct competition with Salesforce. On the other hand, there is no question of prospecting in the countries of Oracle or SAP whose customers of their CRMs are likely to be beyond the reach of HubSpot. At least for now, the general manager adds.

“Our customers are getting bigger and bigger, and we don’t want some people to think about giving up HubSpot because they got too big,” he continues. “That is in the past. We can no longer say to ourselves, “Oh my god, we’ve reached a certain size, we should switch to Salesforce.” Our customers have requested many features related to CRM and reporting. [que nous ajoutons aujourd’hui] “.

“As a hub spot […] As a competitor to Salesforce – or even Oracle – he found holes in his racket to fill. Liz Miller Constellation Research

Lou Orfanos sees another goal: Customers who use aging CRMs and want to change them because their maintenance is too expensive and they do not have “modern” functionality. These projects are often carried out in large companies. With these new features, HubSpot hopes to adapt to larger business needs and win these contracts.

Many HubSpot customers use Salesforce CRM today. They integrate HubSpot’s marketing and content management tools.

Integration will be another workhorse for the publisher. In November 2019, HubSpot acquired PieSync, a tool that synchronizes data between different clouds and SaaS applications. PieSync is not yet natively integrated into Sales Hub Enterprise. However, the publisher points out that its customers can use it to synchronize several HubSpot portals with one another, but Hubspot can also synchronize with external data sources.

HubSpot CRM Sales Hub Enterprise starts at $ 1,200 per month for 10 users. A price that’s essentially similar to Salesforce, whose enterprise version sells for € 150 per month per user.