Adobe Experience Cloud vs HubSpot

2023. HubSpot unveils strategy to integrate AI across the platform



HubSpot, the marketing and CRM platform, has unveiled its comprehensive AI strategy known as HubSpot AI. While the incorporation of AI elements has been an ongoing effort for HubSpot and other enterprise SaaS vendors, the advent of technologies like ChatGPT has prompted HubSpot to adopt a more extensive approach while retaining earlier features. The CRM database stores valuable company data, enabling users to gain insights into customer profiles, encompassing basic information, purchase history, customer service interactions, and more. HubSpot AI encompasses a four-pronged strategy, starting with content assistants that assist users in generating various content types across the platform. Additionally, AI agents, currently in different development stages, aim to automate customer service tasks and answer queries. The third component, AI Insights, provides predictive analytics, such as identifying customers likely to churn or make a purchase, a capability integrated into the platform over time.


2023. Adobe brings product analytics to its Experience Cloud



Adobe has introduced a novel analytics solution named Adobe Product Analytics, intended for product teams. The service is designed to provide such teams access to crucial metrics related to product lifecycles that were traditionally compartmentalized within different teams within an organization and had to be obtained through data analysts. Adobe Product Analytics is built on the omnichannel Customer Journey Analytics (CJA) service, with product teams being the initial targeted users. However, Adobe plans to create solutions for other personas as well. With this solution, all CJA users now have a shared analytics language and framework. The service also features a guided analysis capability to assist product teams in posing the right questions to gain insights, such as identifying patterns in engagement over time or recognizing obstacles in transitioning users from app usage to higher engagement.


2020. HubSpot’s new end-to-end sales hub aims to simplify CRM for mid-market customers



HubSpot, renowned for its role in shaping the concept of inbound marketing, has unveiled the HubSpot Sales Hub Enterprise. While the company has been providing a CRM tool for five years, which has successfully addressed the usability concerns of salespeople, the new offering aims to deliver a comprehensive approach that caters to the needs of not only sales professionals but also management and system administrators. HubSpot recognizes that larger players in the industry, such as Adobe, Salesforce, and SAP, typically acquire various components of the technology stack and integrate them into their solutions, or customers themselves piece together different elements. In contrast, HubSpot believes that developing a unified, integrated solution in-house will naturally result in a more user-friendly experience.


2020. HubSpot unveils new content management system for marketers



HubSpot, a renowned inbound marketing firm, has introduced a dedicated content management system (CMS) specifically designed to simplify the process of adding and updating content for marketing professionals. While content management has always been a fundamental aspect of HubSpot's offerings, this new CMS has been developed from scratch with marketers in mind. It provides developers with the flexibility to use their preferred programming languages while leveraging the modular structure of the HubSpot CMS. Simultaneously, the user-friendly interface empowers marketers to make frequent changes necessary for modern websites.


2019. Latest Adobe tool helps marketers work directly with customer journey data



Adobe is actively advancing its Analytics capabilities within the Adobe Experience Cloud, an integrated platform designed to collect and analyze customer data for improved insights. Recently, the company introduced a new analytics tool that empowers employees to directly engage with customer journey data, aiming to enhance the overall customer experience. The customer journey encompasses numerous systems, including a company's data lake, CRM, and point of sale. This tool effectively consolidates data from multiple systems and channels, aggregating them within the data analysis workspace, which was initially announced in July. By centralizing and streamlining the data analysis process, Adobe is equipping businesses with the means to comprehensively understand their customers and optimize their interactions.


2018. Adobe acquires Marketo for $4.75 billion



Adobe has announced its acquisition of the marketing automation company Marketo for a significant $4.75 billion. This strategic move positions Adobe strongly in the enterprise marketing arena, pitting it against major competitors like Salesforce, Microsoft, Oracle, and SAP. The acquisition not only bolsters Adobe's Marketing Cloud portfolio but also grants access to Marketo's expansive customer base of 5000 organizations. This presents a valuable opportunity for Adobe to drive revenue growth in this particular segment of its offerings, while intensifying its competitive edge within the enterprise market. With the integration of Marketo, Adobe is poised to further solidify its position and expand its reach in the realm of marketing automation.


2018. HubSpot added customer service tools to its marketing platform



HubSpot is venturing beyond sales and marketing by officially introducing its Service Hub, a comprehensive solution for managing customer service. This expansion includes an all-in-one inbox for organizing all customer communications, a bot-builder to automate certain customer interactions, features for developing a company knowledge base (which can be utilized by the bot-builder), survey creation tools, and a dashboard for monitoring the performance of your service team. Service Hub is seamlessly integrated with HubSpot's existing products, enabling businesses to track customer interactions across sales, marketing, and support.


2017. HubSpot unveiled Conversations



CRM, marketing, sales, and customer experience provider HubSpot has introduced a range of product updates, including notable integrations with Facebook for advertising purposes, Shopify for ecommerce functionalities, and the introduction of a new tool called "Conversations." The Conversations tool, facilitated by chatbots, consolidates customer messages into a single inbox, representing the evolution of HubSpot's live chat platform. This unified messaging system becomes crucial during significant transitions, such as the handoff from sales to support. Key features of Conversations include seamless integration with HubSpot CRM and the ability to create chatbots, leveraging the technology obtained from HubSpot's recent acquisition of the chatbot platform, Motion AI. These updates aim to enhance customer interactions and streamline communication processes within the HubSpot platform.


2017. Adobe Campaign gets AI-features



Adobe has unveiled several enhancements for its email marketing tools in Adobe Campaign. While many of these features are already accessible, such as improved dashboards, new email templates, and enhanced support for multilingual campaigns, the most intriguing additions are the new machine learning-powered capabilities. These advancements enable the identification of optimal subject lines for emails and, in the near future, suggest personalized images for specific recipients who open marketing emails. Another noteworthy predictive feature demonstrated by the company is a tool that predicts customer churn based on their email engagement patterns. Although this employs conventional machine learning techniques, the accuracy of such predictions heavily relies on the quality of the input data. When combined with data from Campaigns, this tool can anticipate when a customer is likely to unsubscribe from a service, offering valuable insights to businesses.


2017. Marketing platform HubSpot acquires AI startup Kemvi



Inbound marketing and sales platform HubSpot has made an acquisition of Kemvi, a startup that utilizes artificial intelligence and machine learning to assist sales teams. A short while ago, Kemvi introduced DeepGraph, a product that examines public data to enable salespeople in identifying the optimal time (such as after a job transition or the release of an article) to connect with potential customers. Additionally, it takes proactive measures to verify leads. HubSpot was actively seeking innovative ways to incorporate AI technology into its platform as a means to combat competitors. The acquisition of Kemvi was especially attractive to HubSpot due to its ability to address a genuine requirement among salespeople.