Get the biggest takeaways from this year's INBOUND conference hosted by HubSpot. For this event, we have gathered the biggest takeaways relevant for B2B SaaS companies to share with you. This year’s big theme was “Connectivity”. Today, we have so many systems to navigate and so much data that it is almost impossible not to create any friction between them. So how do we make sure to create as little as possible to secure clean data? That, we’ll touch upon and also how HubSpot’s new toolbox can work as your very own data quality center. There is also exciting news in terms of new product launches. We can reveal that HubSpot is (finally) rolling out a beta for Customer Journey Mapping. With Customer Journey Mapping, you can attribute and analyze the complex buyer’s journey through your marketing and sales activities - with all your HubSpot data. We have been waiting forever for this one and we can’t wait to play around with it.

1. Nordic SaaS HubSpot User Group
INBOUND 2022 Takeaways
Lotte Nedergaard Lauridsen
Co-Founder & SaaS Lead
Helion B2B
lnl@helionb2b.com
Emil Ulrik Friis
Co-Founder & Manufacturing Lead
Helion B2B
euf@helionb2b.com

2. Nordic SaaS HubSpot User Group
As a member of the Nordics SaaS HUG you will:
● Learn from proven cases of inbound-driven business
success
● Get to share the HubSpot practices that support your
growth journey
● Meet fellow 'Inbounders' who share industry-specific
challenges and aspirations
The Nordics SaaS HUG is a community-led, non-commercial
initiative adhering to the official HubSpot User Group principles.

3. Lotte Nedergaard Lauridsen
● Co-Founder & SaaS Lead at Helion B2B
● +7 years experience with HubSpot and
Inbound Strategy for B2B SaaS
● HUG leader
Emil Ulrik Friis
● Co-Founder & Manufacturing Lead at
Helion B2B
● +7 years experience with HubSpot and
Inbound Strategy for B2B Manufacturing
Hi everyone 👋

4. Agenda
● Inbound strategic takeaways by Emil
● HubSpot product updates & new features by Lotte
● Q&A

5. Inbound strategic takeaways

7. Marcus Sheridan: Seller-free sales

9. HubSpot product updates
& new features

10. The age of the connected customer
The overall scope for all HubSpot product updates, and
new features is built around the “connected customer”.
…And why is that?
● The average company has 242 SaaS apps today.
● Companies are disconnected from their customers.
● Companies need more than data, they need context
and transparency.
● Companies need more than content, they need
connection through the buyer’s journey.

11. So how does HubSpot solve this problem?

12. We’re happy to introduce… 🥁
We have chosen the most important product updates &
new features that will impact your daily use of HubSpot.
HubSpot themselves calls them “connected experiences”.
● Marketing Campaigns [update]
● Custom Reports [update]
● Customer Journey Mapping/analytics [new feature]
● Crafted Data Management [new feature]
● Customization of the CRM [new feature]

13. Marketing campaigns deepdive
Campaigns are not converting the way they used to with
privacy changes and search and ads effectiveness declining.
● Marketing campaigns is evolving to become a
“command center” for your whole marketing team.
● HubSpot now connect all your campaign data
automatically so you can tie spend to growth.
○ You can now compile every asset and every
channel in the new view, and across campaigns
○ You get a full overview of campaign
performance [deals, revenue, contacts etc.), and
you are able to set goals and track performance
in relation to these goals.

14. Custom reports deepdive
Introducing “rich drillen reports” that enable you to do
attribution reports based on HubSpot's 9 different
attribution models.
● You can do attribution reports based on 1) first
touch, 2) last touch, 3) linear, 4) u-shaped, 5)
w-shaped, 6) time decay, 7) full path, 8) j-shaped, 9)
inverse j-shaped.
○ But now you also get the possibility to slice,
dice and open up the entire buyer’s journey.
Read more about HubSpot attribution models here.

15. Customer journey mapping/analytics [Beta]*
Introducing “customer journey mapping” that enables you
to view all marketing moments on one timeline.
● Now you’ll have an overview of all your marketing
touch points and see where your leads are
continuing their journey – you’ll have access to their
full buyer’s journey on a timeline in real time.
○ This gives you the opportunity to optimize
your buyer’s journey and kill off the journeys
that don’t work.
○ You can also filter on key data such as list
membership and dissect their journey.
*Ask your HubSpot contact person for access to the public beta live from October.

16. 1) Crafted data management (No beta yet)
The power of reporting is only as good as the data we have
in our CRM. But what if your data is a mess? 🤯
● Now you’ll have a new data model overview that will
visualize your data quickly and easily.
○ This update features a “custom object builder”
that allows you to create and edit without any
developer time needed.
○ It also enables “property validation” that
allows you to specify rules on properties such
as minimum and maximum input to secure
clean data. This means you can catch errors
before imports.

17. 2) Crafted data management (No beta yet)
● The new data management also enables:
○ Setting rules for missing data such as renewal
dates. You can now automate and calculate
renewal dates based on start and end date of
contracts.
○ A new “data quality command center” that
helps you clean all your data. It will constantly
watch your data and pipelines to help you
catch common mistakes, duplicates, and find
and fix broken data syncs. You can also enable
AI for data optimization suggestions.

18. Customization of the CRM (Beta)*
Introducing the possibility to customize all CRM views
exactly how you want to based on define sections and
integrations.
● Now you’ll have the opportunity to build custom
integrations directly into the CRM with the “custom
integration tab”.
● You can also tailor what is shown on the sidebars
(left and right), and change cards and actions.
○ You can also build different views for each
team which allow marketing, sales, and
service to work more efficiently.
*Ask your HubSpot contact person for access to the public beta.

19. HubSpot payments is unfortunately only available in the
US with a timeline of Q4 2023 or 2024 before it’s
available in Europe.

20. Q&A

21. Thank You!