The Reason To Buy Hubspot

Hubspot is a good inbound marketing software…is it the best? That’s a matter of opinion, and I don’t particularly care – because we didn’t buy Hubspot for the platform.

I’m not a young, dynamic digital native who easily navigates the landscape of platforms and algorithmic changes. I’m 37, and I’ve had to work hard to stay relevant…and even harder to stop my eyebrows from joining in the middle.

I’ve also had to forget many of the rules, which I held to be true up until a few short years ago. How success is measured, what creativity is, the power of mass media, why social media sucks and so on.

I’m a writer and content creator. My religion is creating stuff that prospects love, and act on. I know that if they’re awesome, words, images, and videos make people click, and like, and watch again and again… I love that.

My journey to digital marketing began with the usual suspects – cheap and brilliant platforms that enabled automation, effective measurement and, most importantly for me; I could publish to the right platforms quickly and easily.

Cool.

Then, our business started growing, and expectations changed. Not because our offering evolved, but because the world thought it was okay to keep turning, and incredibly awesome creators, programmers and growth hackers, decided to keep changing the world and giving business owners, marketers and anyone else with an internet connection access to technology that didn’t exist 6 months ago – usually free for 14 days.

Rant.

Then, we came across Hubspot, and things got weird.

If you’ve tried the platform (it’s free on hubspot.com) you may have felt like I did – impressed, and yet underwhelmed. I mean, it ticks all the boxes, it’s powerful and easy to use – but why would I want to buy this thing? I mean, all I need to do is combine a few apps and processes and voila! My own little growth stack (another #$%# word I’ve had to learn.)

The thing is, Hubspot doesn’t sell software.

Or automation.

Or blogs, checklists, training, expert advice, cool drink bottles or anything else tangible.

It sells an idea. One single idea that, when I heard it, everything fell into place.

“Create brilliant stuff, share it and repeat.”

That’s it, just create things that matter – for your chosen audience, whether you’re a travel agent, sell skateboards or build homes.

Hubspot was a step forward in automation, and a timely reminder for me regarding what many see as an outdated methodology – it’s, an ethos, a way of thinking, all predicated on one idea – create, share, repeat. That’s inbound marketing, and it’s the reason we chose to work with Hubspot – it’s not a product, but a cause, and unlike many platforms and strategies, it’s one that will never get old, and will never need upgrading.

So however you choose to optimise your marketing, I suggest that you adopt the mantra given to us by Hubspot – and make sure that you don’t get too caught up in the technology of it all – that takes away from the importance of the conversation between you and your audience.

Rhys Knight is Head of Content Strategy at KNIGHT. and very biased towards Hubspot.