The Hypha Wire
Hypha HubSpot Development
Hypha is a purpose-driven, New York-based HubSpot Agency specializing in solutions that help B2B organizations grow.
Welcome to the inaugural edition of the Hypha Wire! This is our new weekly newsletter, lovingly curated by the team at Hypha HubSpot Development .
To subscribe to the email version of The Hypha Wire, please visit hyphadev.io/hypha-wire.
In each blast, you’ll find informative industry updates, announcements from both the HubSpot and Hypha teams, and topical questions intended to spark curiosity.?
Transparently, when formulating plans for the newsletter, we were guided by four key objectives: to inform, educate, inspire, and, most importantly, make you smile. So that’s our promise to you, and we hope this initial newsletter reflects that!
Please enjoy the first edition, and don’t forget to reach out with your thoughts, feedback and ideas.
- Sage Levene , VP of Marketing, Hypha HubSpot Development
PS: Every week I’d like to share my writing soundtrack. This week I was blasting (What’s The Story) Morning Glory? by Oasis.
Open Mic ??
Where does Clearbit fit? Thoughts on HubSpot’s new acquisition.
By Jed Morey , CEO, Hypha HubSpot Development
I repeat phrases quite often. Much to the annoyance of my team. Nevertheless, there’s one that I particularly like, especially when we’re launching something new, such as this newsletter. “Begin as we mean to go on.” It’s a first cousin of “do it right the first time.”
The goal here is to teach and inspire, as Sage Levene, our VP of Marketing noted in the introduction. So let’s get after it.
The first thing I want to address is recent news from HubSpot : that it has has purchased Clearbit , a data enrichment company. (We link to the announcement below.) Here’s why this is important and what it portends for the future of the HubSpot CRM in the intensely competitive landscape of enterprise sales solutions.
For the most part, HubSpot has traveled an organic development path. As such, nearly all of the features within the platform are native, meaning built internally. Think of it as Apple versus PC.
One of the things that frustrated the business marketplace when Apple launched their suite of products is that the code didn’t allow developers to bolt on their own solutions. Instead, they made everyone follow their protocol and develop APIs that lived in an app marketplace. This enabled Apple to accomplish two things: Establish firm control over the development environment and prioritize security. In short, no alien code. The second is it forced everyone to do things the “Apple way,” thereby creating an entire ecosystem and developer economy that revolved around it.
This also meant that it was slower to build scale when it went to market. But considering Apple is the world’s most profitable company with $94 billion in net income, I’d say that plan worked out quite well.
Apple focused on the education and creative markets first and foremost. Over the years, it expanded into other areas in business while focusing primarily on the consumer market. Throughout its growth process, the company remained true to its mission.
HubSpot has followed a similar path. By focusing on the SME market and only recently making a concerted effort to crack the enterprise code, it has managed to build an end-to-end platform that works in nearly every SME use case. There have been a couple of instances when HubSpot went outside of its internal development strategy and purchased technology that simply worked better than what it could provide and had already built custom integrations with HubSpot. The two most notable examples of this were Motion AI in 2017 (a visual chatbot builder) and PieSync in 2019 (a data-synchronization platform).
As Nicholas Holland wrote in a HubSpot group, “It may take us a while, as Rome wasn’t built in a day, but we still believe unified UX and a unified data layer is the path of truth and justice. We bought Motion AI, and now you see that in our bots technology, we bought PieSync and you see that now fully integrated into Ops Hub.”
While I expect it will take some time to bulletproof the data-enrichment piece from Clearbit, it’s a massively important step forward to bring the platform further up the enterprise tier.
To be clear, this is powerful stuff. One commenter in the group called it a “smart defensive move” by HubSpot. I think it’s equal parts offense and defense. The defensive angle is certainly true in that the company is continually protecting its flank from other would-be competitors. Personally I think HubSpot is peerless in SME SaaS so…job well done. But this is also an offensive move against enterprise CRMs such as Zoho, Salesforce, Dynamics, Netsuite and Sugar.
The ability to import a continual flow of data from third-party providers, enrich them and automatically enroll them into campaigns is next level. It’s not that this isn’t an option with the other providers or even HubSpot for that matter, it’s the fact that it’s going to be part of the system and not cobbled together. Every external integration is another potential fail point. One by one, HubSpot is eliminating these fail points and making the system more powerful.
It’s an astonishing thing to witness, quite frankly. And yet one more decision that affirms our decision to hitch our wagon to HubSpot’s star.
Second Hand News ??
Search Engine Roundtable: Google: Stop Thinking What Should I Do For Google When Writing Content ?
On Twitter/X, Danny Sullivan , the 谷歌 Search Liaison, emphasized that when creating content, you should shift your focus away from asking, “What should I do for Google?” and instead prioritize your readers. The idea here being thinking about what you can do that benefits your audience instead of getting caught up in the technicalities. Sullivan stressed that by creating helpful content in such a way, you’ll align with Google's ranking systems and ultimately be rewarded.
“Do what you think is best for your readers...Do what they are going to find helpful. That’s what our ranking systems seek to reward.”
This comprehensive guide highlights LinkedIn ’s potential for enhancing brand awareness, expanding networks, generating leads, and increasing revenue. LinkedIn is sometimes overlooked as a social media platform of value, and here HubSpot provides practical tips for harnessing its power.
“When it comes to social media marketing, you may be tempted to put all your resources toward the big three: Facebook, Instagram, and Twitter. Those are great platforms for reaching your target audience, but excluding LinkedIn is doing your business a huge disservice. As the world’s largest professional network, LinkedIn generates leads 227% more effectively than Facebook and Twitter, so it's an essential platform for your business when it comes to marketing.”
Hypha Asks
What metrics are you paying close attention to this Q4?
Leave a comment and let us know!
Hypha Highlights ???
In the age of AI, SEO and content marketing are evolving. Learn about the impact of generative AI, the shift in search behavior, and how to adapt your content strategy for success. By Phil Stott .
Heard on Slack
Joseph Whearty : A new Google update is rolling out! Google November 2023 Core Update Is Super Volatile & Super Fast
HubSpot Update
“Already dreaming about what we can do together in the HubSpot customer platform with the combination of AI and rich data about 20M companies.” - Dharmesh Shah , CTO & Co-Founder, HubSpot
Cover to Cover ??
The titles team Hypha can’t get enough of.
“In this landmark book, Danny shares the lessons he learned developing the dynamic philosophy he calls Enlightened Hospitality. The tenets of that philosophy, which emphasize strong in-house relationships as well as customer satisfaction, are applicable to anyone who works in any business...Danny’s story and philosophy will help you become more effective and productive, while deepening your understanding and appreciation of a job well done.”
How can we help you?
Industry spotlight: Credit unions and financial institutions.
MSCU’s current website, while functional, needed a significant performance boost. Organic rankings were dragging, the customer experience was often confusing, managing updates was challenging for staff, and the site looked dated.
Hypha’s Solution
Tech Stack
Today, MSCU’s website is more efficient than ever and looks professional, fresh, and inviting. Implementing this redesign will better serve MSCU’s prospective and current members and enhance growth opportunities for the credit union going forward.
Thanks for reading! We’ll catch you in next week’s edition. -Team Hypha
To subscribe to the email version of The Hypha Wire, please visit hyphadev.io/hypha-wire.