In a strategic move, HubSpot recently welcomed Clearbit to its family, marking a significant milestone in the CRM domain. For most Demand Gen and tech aficionados, Clearbit has been a tool of choice thanks to its focus on product, which seamlessly aligns with HubSpot's ethos. The integration is anticipated to be smooth sailing, but the crux of this acquisition lies in how it will metamorphose HubSpot, fortifying its position as the go-to CRM for burgeoning companies.
The Data-Driven GTM Operations
The sales and marketing realm often find themselves wrestling with Data to sharpen their go-to-market (GTM) strategies.
- Inbound SDR Team: Embellishing new leads with valuable insights.
- Marketing Squad: Sculpting segments for ad platforms and ABM tools.
- Outbound Sales Force: Tailoring segments hinged on firmographic data to fuel prospecting.
The inception of a dedicated prospecting workspace by HubSpot is a testament to this evolving dynamic.
Overcoming The Old Workflow Bottlenecks
Previously, the workflow was cumbersome, entailing a circuitous route of exporting from CRM, importing to another tool, festooning data and segments, exporting again, and re-importing to a CRM to concoct lists and segments. This rigmarole, often shouldered by Mops folks, was one of the linchpins in the nascent days of Aptitude 8. Fast forward to today, a substantial chunk of RevOps endeavors are channeled towards forging interconnected data operations among prospecting, data, crm, and map tools to galvanize smart engagement.
Bridging Data and Prospecting Flow
Pioneers like Apollo.io have astutely melded data and prospecting flow into a singular locale, recognizing that the essence of a data product is to invigorate GTM workflows. The standalone platform and product model isn’t a value add; it’s a bottleneck.
Key Takeaway: The allure isn’t in logging into Zoominfo, but in having data readily accessible within the familiar terrains of one’s CRM.
The Dawn of Smart CRM
This acquisition epitomizes the essence of embedding data within the already in-use tool, superseding the need for external integration. It’s not about concocting another "Hub" or a "Data Hub"; it’s about ushering in the era of the Smart CRM as underscored by Amy Chamness in a recent webinar.
A Smart CRM, enriched with premier B2B data, not only enhances the core CRM functionality but amplifies the efficacy of all other engagement hubs. It's not merely an addition; it’s a force multiplier.
Implications for the Competition and Market
For rivals like Outreach, Salesloft, or Apollo.io, the heat is on. The conversations with Salesforce might be veering towards accelerating M&A. Salesforce, on the flip side, might be ramping up its HubSpot campaign budget and endorsing increased discounting.
For those on the CRM market prowl, the HubSpot-Clearbit union signifies not just an additional tool, but a potential to phase out an old one in favor of a more robust, all-encompassing CRM platform. This acquisition is not merely a new chapter for HubSpot but a leap towards a more streamlined, effective, and impactful GTM operations landscape.
