HubSpot is a popular choice among B2B companies looking to scale their marketing efforts for the first time. And it’s easy to see why. The all-in-one platform does everything from marketing automation to CRM, provides customer service solutions, and boasts a user-friendly interface that appeals to organizations with maturing marketing functions.
However, young B2B organizations often work with small marketing teams and may lack the expertise needed to fully maximize the ROI on their HubSpot investment. Unused or underutilized MarTech is a luxury that new businesses cannot afford.
To that end, we are proud to announce that 2X is now a HubSpot Solutions Partner, offering 2X clients a multi-disciplinary team of HubSpot-certified marketers with the knowledge and experience to execute the platform’s various capabilities. In addition, 2X holds HubSpot certifications in content marketing, email marketing, HubSpot marketing software, and inbound marketing.
“Companies who opt for HubSpot are typically companies who are dramatically increasing their use of marketing. And if you’re going from no marketing to marketing, besides buying a piece of technology, you’ll most likely have other needs too. You likely do not have enough content, a database, campaigns, performance reporting, and so forth. As a HubSpot partner, 2X is committed to providing B2B companies the expertise needed to bring a complete marketing engine to life—including team members such as writers, designers, web developers, marketing operations and marketing technology managers, just to name a few. After all, a comprehensive platform requires comprehensive managed services,” said 2X CEO Domenic Colasante.
Scale Your Marketing Function with HubSpot-Certified Experts
HubSpot offers a host of solutions, features, and functionalities under one roof, making it easier for organizations to build and streamline their marketing functions—if only more B2B marketers made full use of them.
Gartner reported that organizations that opt for all-in-one platforms tend to underutilize them. In the study, marketers in North America and the UK who prefer a best-of-breed approach—those who built their MarTech stack through solutions provided by multiple vendors—were found to have utilized more of their MarTech stack on average (60%) than those who prefer an integrated suite approach (53%)1.
Additionally, when various B2B companies’ HubSpot environments were audited over a span of a year, 90% of the audits found tools that weren’t being used simply because marketers didn’t know about them2.
2X marketers have spent years equipping themselves with the diverse skillsets needed to take full advantage of HubSpot’s solutions, besides gaining a wealth of experience helping B2B companies scale their marketing functions. Our partnership with HubSpot only strengthens our commitment to expanding this talent pool and getting more marketing departments and their use of MarTech off the ground.
2X’s Senior Manager of Marketing Operations and HubSpot-certified marketer Hariz Jalil has helped numerous 2X clients leverage the platform for their marketing goals. “Having a deep, foundational knowledge of HubSpot is imperative, especially when a problem crops up, and it requires us to go about it in a creative way. For example, a lot of B2B companies I’ve come across, especially those with younger marketing functions, typically only know one way to use a certain HubSpot function. But as someone who lives and breathes HubSpot, that same tool can actually be used in multiple ways, depending on our client’s objectives. This can make all the difference in the success of their marketing efforts,” he said.
A New Operating Model for MarTech Management
A recent Gartner report noted that on average, B2B companies leverage just 42% of their MarTech stacks today, compared to 58% in 2020, and declared that marketing technology utilization is tumbling into a new valley of unproductivity requiring “urgent attention to maximize impact in the face of potential economic headwinds that bring on greater CFO scrutiny or forced budget cuts.”3
Transforming the operating model is key to helping companies increase utilization of existing MarTech capabilities.
Marketing leaders are moving away from assembling their own in-house marketing teams, as hiring and retaining talent has become increasingly difficult and costly. Instead, many are outsourcing their execution functions, particularly MarTech management, to an offshore firm like 2X.
Backed by a highly qualified 2X team, they gain access to a dedicated team of certified marketing technologists who have a deep knowledge of cutting-edge MarTech tools and know how to apply them—at a fraction of the cost of an in-house hire—meaning B2B companies can hit the ground running with their marketing strategies.
A pioneer in the B2B marketing as a service (MaaS) category, 2X enables operating model transformation that drives growth in marketing’s contribution to businesses’ revenue and overall enterprise valuation. With global headquarters in Philadelphia, US, and delivery operations in Kuala Lumpur, Malaysia, 2X comprises a world-class, diverse team of marketing strategists, developers, analysts, designers, and writers who work together to deliver high-impact account-based marketing and demand-generation programs, data analytics, and marketing technology management. 2X’s unique approach brings scale to B2B marketing for greater revenue impact, execution efficiency, and capacity for innovation. It currently ranks #663 on the Inc. 5000 list and is recognized as a 2021 Diverse and Inclusive Employer by The Startup Weekly. For further information, visit: 2X.Marketing / 2X.Marketing career.
HubSpot (NYSE: HUBS) is a leading customer relationship management (CRM) platform that provides software and support to help companies grow better. The platform includes marketing, sales, service, operations, and website management products that start free and scale to meet our customers' needs at any stage of growth. Today, more than 158,000 customers across more than 120 countries use HubSpot's powerful and easy-to-use tools and integrations to attract, engage, and delight customers. Named Glassdoor's #2 Best Place to Work in 2022, HubSpot has been recognized for its award-winning culture by Great Place to Work, Comparably, Fortune, Entrepreneur, Inc., and more. HubSpot was founded in 2006 and is headquartered in Cambridge, Massachusetts. The company's thousands of employees work across the globe in HubSpot offices and remotely. Learn more at hubspot.com.
1 ‘Gartner Says Marketers Utilize Only 58% of Their Martech Stack’s Potential’, Gartner, 2019, Gartner
2 Hall, Estee, ‘What we learnt from conducting a year's worth of HubSpot Portal Audits’, Struto, 2021, Retrieved from struto
3 Gartner, ‘Disruptions Derail Progress in Martech Utilization’, 2022, Retrieved from emtemp.gcom.cloud