In an era where customer engagement is evolving rapidly, HubSpot has introduced a suite of new features for its Marketing Hub Enterprise aimed at empowering small business owners to navigate the complexities of modern marketing. The updates—Lookalike Lists, Journey Automation, and Multi-Account Management—offer functionalities designed to enhance customer acquisition, streamline marketing processes, and ultimately boost growth.
Angela DeFranco, VP Product and GM of Marketing Hub at HubSpot, emphasized the urgency for marketers to adapt. “Marketers need tools that adapt as quickly as the landscape changes,” she noted. This sentiment resonates deeply with small business owners who often juggle multiple roles, making efficiency a critical priority.
Lookalike Lists is one of the standout features, specifically designed to help businesses discover new customer segments by analyzing existing contacts. Powered by HubSpot’s AI, Breeze, this tool identifies attributes and actions shared by your best customers, allowing businesses to target high-potential prospects more effectively. For small business owners, this means less guesswork and more targeted marketing efforts.
For instance, if a small bakery has a loyal customer base that frequents the store for unique dessert items, Lookalike Lists can find new customers in the local area who exhibit similar preferences and shopping behaviors. With this information, targeted campaigns can be crafted to attract these lookalike customers, potentially increasing foot traffic and sales.
Journey Automation takes personalization a step further, enabling marketers to create automated, multi-stage customer journeys tailored to individual behaviors. Small businesses often struggle with customer engagement due to limited resources, but this tool simplifies the process while delivering a customized experience. Businesses can monitor real-time data to identify where potential leads drop off, allowing for nimble adjustments to their strategies.
Whitney Hallock, Director of Marketing and Experience at Angel City Football Club, shared her experience, stating, “With Marketing Hub Enterprise, our database has grown over 300% in just two years… we can now engage fans within 48 hours of attending a game.” This example underlines the practicality of Journey Automation for small businesses seeking to capitalize on timely engagement opportunities.
Multi-Account Management offers a robust solution for businesses managing multiple accounts or brands under a single umbrella. This feature simplifies operational management, enabling marketers to share high-performing assets across different accounts rapidly. This capability can save time, especially for small business owners who may operate various product lines or services.
For businesses that may have limited marketing budgets or personnel, the ability to mirror customer data and share assets across accounts can be game-changing. It allows for a more coherent marketing strategy while ensuring consistency in customer experiences across various offerings.
While these advanced features present opportunities for small businesses, there are potential challenges to consider. The learning curve associated with new software can be steep, particularly for those who are not as tech-savvy. Small business owners may need to invest time in training their teams or even seek external help to fully leverage these features.
Additionally, as businesses scale their marketing efforts using automation tools, there’s a risk of losing the personal touch that often defines small businesses’ customer interactions. As they implement new technology, owners must balance efficiency with the authentic connections their customers cherish.
Despite these challenges, the potential rewards are substantial. By adopting these technological advancements, small business owners can not only enhance their marketing strategies but also streamline operations, allowing them to focus on what they do best—serving their customers.
For small business owners interested in understanding how these new features can be integrated into their strategies, HubSpot is currently offering them in beta globally. To access further details about this announcement and view additional product updates from HubSpot’s Spring 2025 Spotlight, visit HubSpot’s official site.
As marketing landscapes continue to shift, the tools available to small businesses must evolve, too. With features like Lookalike Lists, Journey Automation, and Multi-Account Management now available, small business owners are better positioned than ever to harness the power of modern marketing techniques.
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