Hubspot adds ESP functionality, targets larger enterprises

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.   

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