4min read

[#inbound13 reveal] The COS... Inbound Marketing is Changing Today

by Article by Remington Begg Remington Begg | August 20, 2013 at 2:45 PM

As we're up here in Boston, we've been excited to be a part of the energy of the INBOUND 2013 Conference. During the keynote by Brian Halligan and Dharmesh Shah some really exciting announcements were revealed about Hubspot, and it's all-in-one Marketing Platform.In My opinion, one of the biggest part of the announcement was the announcement of their platform. The COS or Content Optimization System



What is the COS? In a nutshell.

The Content Optimization System is the first integrated website, blog and landing page system to recognize the unique needs of visitors and optimize content for each person looking at it. It is mobile-optimized out-of-the-box, fully integrated with every marketing channel, and adaptive to the changing needs of leads and customers. Think about how email is personalized, using merge tags etc, and take it a step further. Imagine a world where we not only have content, we have context every step of the way. This will make user experiences more relevant, and the opportunities to convert visitors to leads, and leads to customers much higher!

The problem with content systems today 

The problem with most Content Management Systems like Wordpress, Drupal, & Joomla! for instance, is that they focus more on the content than the person consuming it.  You can create a nice looking website, but in the end, that site is pretty static. Website visitors are not static. They access your content from multiple devices. They come at it from a number of different channels. And, perhaps most importantly, as their experience with your company grows, their needs and interests change.  What the folks over at Hubspot have done is built a content system optimized for people, not anonymous pageviews.

Here's some Recent Statistics Supporting customized personalization & context

  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (MyBuys/e-tailing group study 2013)
  • Only 32% of respondents view their current content management systems as useful enablers of personalisation. (Source)
  • Econsultancy found that 52% of digital marketers agreed "the ability to personalize content is fundamental to their online strategy". 
  • A recent Monetate study found that segmented email campaigns produce 30% more opens than non-segmented messages, and boost click-through rates by over 50% over undifferentiated messages. (source)

Stand out features.

Mobile optimized: The latest surveys from Pew show that nearly 60% of adults connect to the web through a smartphone, tablet computer, or an on-the-go laptop. IDC projects that by 2015 more americans will access the internet through mobile devices than through desktop computers. HubSpot COS, blogging software, landing pages and emails have all been built using responsive design, an approach which repackages the content for devices of any size and aspect ratio – a more scalable solution as devices continue to change.

Integrated: Unique to HubSpot is scale of integration it provides users. Every marketing tool from Content tools to social media to marketing automation and analytics are all deeply cooperative and connected to a marketer’s contact database  -- allowing for a complete history of your leads interests and interactions and enabling personalization throughout your marketing. 

Personalized: HubSpot’s newest release builds upon the personalization offered in its email marketing and automation tools to incorporate "smart" dynamic content and personalization tokens across website pages, landing pages and blogs.

Social Search Ready: The updates feature built-in social context like authorship tags for search engine results that have become increasingly influenced by social. In addition to basic meta data like authorship tag, HubSpot does a better job than other content management system at integrating social sharing throughout its content tools.

Wicked Fast: HubSpot uses an incredibly fast and secure content delivery network for the COS, ensuring that it will load quickly and look good to all viewers across all devices.  In July, HubSpot user Yottaa put HubSpot to the test along with 7 other content platforms like Wordpress, Drupal and Joomla.  HubSpot took the race. 

Bottom line.

Inbound marketing is about people, not anonymous pageviews. We're excited to see that the folks at Hubspot are leading the way and revolutionizing inbound marketing (again). As a Hubspot Certified Partner we're leading the charge in implementing websites with the new COS and revolutionizing the way you connect with your customers online.

Want to find out how Hubspot can help you achieve your marketing goals? Schedule a Free Marketing Assessment and allow us to build out a Free Demo of the software for you.

Get a FREE Inbound Marketing Assessment