• by Ray Schultz , September 5, 2019

HubSpot is partnering with Supermetrics, a marketing data engine, to provide multi-portal analytics and reporting through its portal, the company said on Tuesday.

Using the Supermetrics HubSpot connector, HubSpot clients can analyze and report marketing data across HubSpot portals in Google Sheets, Google Data Studio and Excel, the firm says.

In a related development, HubSpot says it is adding new functionality to its Sales Hub Professional and Marketing Hub Starter tiers, in response to customer demand. The announcement was made at the INBOUND 2019 conference on Wednesday.

HubSpot’s new features for its Sales Hub Professional tier include:

• eSignature functionality 
• Calculated properties that are populated with data from other form fields 
• A “Buy Now" checkout experience that allows users to create a call-to-action linked to a product in their catalogue to an online purchase in Stripe

In addition, the Marketing Hub Starter will now include a drag-and-drop editor for landing pages and an expanded kickback email functionality. The company is also introducing pricing changes for Marketing Hub Starter and Sales Hub Professional.

Meanwhile, clients say they are already benefitting from the Supermetrics arrangement. “We have several automated dashboards set up for clients,” states Maricarmen Vargas, digital account manager at Vuelo6, a Puerto Rico-based marketing agency. Vargas adds that “until this point, there was always a bar missing, which was customers, but now with Supermetrics’ HubSpot connector, we’ve been able to add that missing piece into the dashboards.” 

Speaking at Inbound, Christopher O'Donnell, SVP of product at HubtSpot, stated that the firm’s duplicate management system and other tools introduced in the last year were the “direct result of customer feedback.”

The deduplication feature uses machine learning to merge duplicate contact or company data.