Growing Together: Taking our Relationship with Google to the Next Level

By Bradford Coffey, Chief Strategy Officer at HubSpot

The best partnerships in the world advance not only the goals of each partnering organization but also the overall experience of their customers. In my time at HubSpot we have entered a number of strategic partnerships, but perhaps none that delivers on this idea as extensively as HubSpot’s strategic partnership with Google Cloud.

With G Suite and Google AdWords, Google has become woven into the fabric of how organizations operate and grow. Yet, while innumerable B2B companies benefit from each tool, often AdWords and G Suite operate independently from each other.

That disconnect means that there’s a gap between AdWords and G Suite in the Google platform. This is suboptimal from multiple standpoints. From a platform perspective, AdWords spend doesn’t drive adoption of G Suite and G Suite usage doesn’t drive additional AdWords spend. From a customer’s perspective, the marketer may acquire leads through Google AdWords and then separately communicate with and close those acquired leads using G Suite, but the two are never connected in practice.

This is a uniquely B2B challenge. Google Analytics effectively closes that ROI loop in a B2C setting, but because of the longer sales process and multitude of interactions within it, it’s proven much harder for B2B customers to bridge that ROI gap. AdWords customers that can see their ad spend ROI continue their spending with AdWords.

Enter the partnership.

HubSpot’s free CRM bridges that gap by making it easy for B2B AdWords customers to prove the ROI on their spend, then use the HubSpot and G Suite integration to convert more of their leads into customers and drive more ROI.

Closing this gap not only drives adoption of both platforms, it also simplifies the overall user experience and creates a flywheel of growth for all involved.

Partnerships come in all shapes and sizes, but those that effectively fill gaps in the customer experience in addition to growing each partnering company are both rare and catalyzing.

Our relationship with Google started long before this insight, but from the beginning we shared a common philosophy on product development that certainly laid the foundation for it. In 2011, Google Ventures invested in HubSpot’s Series D. At the time, HubSpot had been around approximately the same amount of time as Google Cloud.

Like Google’s G Suite, we aspired to build business software that didn’t feel like a burden to users. We had all used clunky and inflexible enterprise software, and wanted ours to feel so intuitive and light that users would forget it was there. There was no way to know at that time that our product would grow to include so many deep integrations with Google, including a free CRM you can use without ever leaving your inbox.

Today, our users are growing better as a result of those integrations and our partnership with Google is growing deeper. I am happy to announce that HubSpot will be adopting Google Cloud for its international cloud infrastructure, a move that will provide even greater data security and outage protection for HubSpot customers.

Our hope is that this is just one more milestone in a lasting partnership with Google, one built on a shared philosophy of product development and a shared commitment to pursuing strategic decisions that make our overarching customer experience better.

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