Hubspot adds ESP functionality, targets larger enterprises

Laura Fitton, Hubstop’s inbound marketing evangelist

Marketing software provider Hubspot has added functionality that effectively turns the company into an email service provider (ESP), said Laura Fitton, Hubspot's inbound marketing evangelist.

This new feature enables Hubspot to add mid-to-large enterprises to its clientele. “Until now we were not an email service provider,” Fitton said, noting that ESP functionality is a necessary tool for its clients.  Fitton said that this year, 60% of the company's clientele consisted of companies with 11 or more employees, and “a handful” of enterprises with over 10,000 employees.

The email software, which Hubspot inherited following the acquisition of marketing automation company Performable in June 2011, provides subscribers with the ability to track on-site user activity to better understand consumers. Using this data, Hubspot's software is designed to enable brands to send customizable, targeted emails that pertain to consumers' interests.  The service is being introduced automatically to new customers, and is being gradually rolled out to existing clients at no additional cost. 

Hubspot also upgraded its contacts database so subscribers can target emails more precisely.