MarTech Interview with Karen Ng, SVP of Product and Partnerships at HubSpot

Karen Ng, SVP of Product and Partnerships at HubSpot chats more about how latest martech innovations are shifting digital customer journeys in this catch-up:

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Welcome to this MarTech Series chat, Karen, tell us about yourself and more about your role at HubSpot…

I’m the SVP of Product and Partnerships at HubSpot. Specifically, I’m responsible for the Smart CRM Platform, Developer and Ecosystem product teams, as well as HubSpot’s product partnerships and business development groups.

I care deeply about creating products that make people’s lives better, and have driven this work both at HubSpot and in prior roles. I previously led Product and Machine Learning at Common Room, the intelligent community growth platform. Before that, I was Director of Product at Google leading the Android and Wearable Developer product lines, was a key product leader at Microsoft in the early days of Azure DevOps and the C# programming language, and ran the .NET language strategy at Microsoft.

We’d love to hear more about HubSpot’s partnership with TikTok and some highlights on recent features that have been enabling B2B marketers?

HubSpot’s partnership with TikTok is a game-changer for B2B marketers. With the integration, businesses can now seamlessly capture leads from TikTok directly in HubSpot’s Smart CRM. This represents a significant opportunity for B2B businesses to reach highly engaged audiences on TikTok and drive results – over 90% of users take action after seeing content on the platform. By automating the lead capture process, businesses can save time and resources and focus on nurturing these leads into customers.

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How in your view should today’s marketers revisit how they market across different channels, especially newer social platforms?

Tech innovations are driving significant shifts in the customer journey that will transform how and where marketers connect with prospects and customers. For example, the way customers discover new products is shifting from search to social. While they used to search for what they’re looking for and then sift through pages of results and links, now they are actually discovering those products where they’re spending time online – on social platforms and from the influencer and brands they follow. In fact, social is the channel on which consumers aged 18-54 most prefer to discover new products, so marketers need to prioritize those channels and meet engaged audiences where they are with content that resonates).

This is such a huge reason why we’re excited about the TikTok integration, so more businesses can capture leads from those engaged audiences.

How will AI powered martech impact the way digital marketers run and track multichannel campaigns – what key trends around AI and martech would you highlight here today? 

The key AI and martech trends we’re seeing are:

1. AI is driving more personal recommendations. Instead of marketing campaigns feeling like they’re one-to-many, AI is helping marketers have one-to-one engagements and connect in new ways.

2.  AI is helping marketers have more strategic precision. With AI, marketers can analyze data and use predictive technology to understand what strategies will be most effective, and to also create high-impact marketing assets and campaigns.

3. AI is helping marketers streamline operations and build multichannel campaigns that are easier to track, which will increase ROI of campaigns moving forward.

4. AI is changing content creation, making it easier to craft engaging multimedia experiences. It remixes media types and adapts them to the optimal formats for each platform, maximizing impact across channels.

Can you talk about some of the biggest B2B martech trends you feel will shape the industry in 2024? 

As we step into 2024, the landscape of B2B martech is evolving, driven significantly by the integration of AI. Here are some of the biggest B2B martech trends for 2024:

1. Content Personalization: AI analyzes user behavior and will help marketers create a truly personal experience for customers and prospects. It achieves this by comprehensively understanding user behavior and tailoring channels and content accordingly.2. Streamlined Data Analytics: AI summarizes large datasets, providing insights for informed decision-making.
3. Efficient Campaign and Content Generation: AI aids in generating captions, social media posts, and blog copy, ultimately streamlining operations and increasing efficiencies. HubSpot has an AI-powered content assistant that generates blog ideas, creates outlines, and writes blogs or marketing emails.
4. Predictive Media Buying: AI uses data and machine learning to identify the likelihood of future outcomes based on historical data. AI can predict the most effective ad and media placements to reach a target audience, leading to more informed decisions and maximized ROI.
5. Chatbots: Chatbots created with natural language processing (NLP) can answer questions, provide recommendations, help customers find and make purchases, and more.

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HubSpot is a leading CRM platform that provides software and support to help businesses grow better. HubSpot’s Marketing Hub enables customers to easily track leads from first interaction all the way through to sale to measure true ROI.

Karen Ng is SVP of Product and Partnerships at HubSpot