Learn how your B2B website is key to delivering great customer experience and how HubSpot’s new Content Hub can help you achieve your organization’s goals.
Your website is the heart of your technology stack. It’s the lifeblood of your customers’ experience, from initial awareness through conversion and post-sale.
It embodies your brand story and point-of-view, helping to recruit high-quality employees, grow subscribers and members, and position your organization as industry thought leaders.
A tightly integrated website constantly feeds organizations data about their customers, members, teams, and performance. Armed with this data, leaders can see trends, predict future outcomes, and confidently evolve their strategies, as market conditions, technology, or customer preferences evolve.
“At the end of the day, what used to work is not going to work going forward. The reality is that everything is changing for the marketer. The customers, media types, technology, and channels are changing, and the effort to keep up with all these channels is massive.” explains Nicholas Holland, Vice President of Product at HubSpot. “Companies need to adapt, or they’re going to suffer.”
Organizations that place their website at the heart of their tech stack unlock crucial data, create increasingly valuable interactions with target personas, and can pivot their strategy whenever needed.
Instead of reacting to external ups and downs, these market leaders dial down the noise and proactively own their customers’ experience, using data to roll with the punches.
Let’s dig deeper into:
(Psst - we took Content Hub’s brand voice, AI content generator, and Content Remix for a spin and spoiler alert, we’re impressed.)
The days of treating your website like a siloed digital brochure or worse, a one-and-done project, are long gone and should be forgotten. Far from a commodity, your website in 2024 should be treated as your organization's most crucial asset and differentiator. Brian LaPann, Co-Founder and Principal at Mole Street explains:
“A website is digital real estate and the most important legitimizer for any organization worth its salt.” says LaPann. “At its simplest, you're sharing who you are; why you exist; and what you do; but from there – it’s a lead generation tool. It’s a conversion channel; it’s feeding intelligence to other systems. A website should be measuring everything about your customers and your organization. It's the beating heart of your organization: messaging, marketing, and technology.”
When built in a truly thoughtful manner, your website can serve as a living and breathing channel for conversion, communication, and intelligence.
By integrating your website into your overall tech stack, you:
At Mole Street, we are laser-focused on our clients’ websites and helping their organizations extract full value out of their websites.
From our experience, a tightly integrated website can help your organization:
Your website is your brand online.
It’s the intersection of brand messaging and lead generation – opening up roads to communicate to the world, widen audience reach, and deliver value to customers 24/7, without physical barriers or global limitations.
This applies to everyone – just think about a traditional, brick-and-mortar business, like your local bank. The times of waiting in line to exchange pleasantries with bank clerks is a thing of the past. In all likelihood, you complete a majority of your banking needs online – from checking your daily balance, sending or receiving funds, or applying for a loan.
That experience – the ease of taking these actions; levels of personalization; support received during a dispute – form the basis for your entire impression and loyalty to your bank, regardless of how beautiful their physical location or friendly their in-person staff.
Siloing your website from other marketing, customer service, and sales channels is a mistake, because to your customers, it’s always one brand experience.
One negative experience across any channel forms the entirety of our customers’ impression, which is a major problem when 34% of B2B buyers are more likely to buy from companies who focus on customer experience.
“It's not just that your website has to be beautiful. It has to be technically sound, well messaged, strong architecture – and your website's never done,” shared LaPann. “You gain value by constantly enhancing it, as your company grows and changes.Then, you're increasing the quality of your brand and deepening your customer communication. We build websites to scale; we build for iteration. We continue to evolve the site, as the organization evolves.”
If you want your business or organization to stay relevant and competitive over time, your website must continuously change with evolutions in your brand messaging, service offering, organizational goals, and go-to-market strategy – all centered in your customers’ needs.
External forces may also require easy updating to reflect current events in the news or sudden changes in the market. A well-architected website will allow for very easy updates to meet the need to address such forces–showing the enterprise to be relevant and timely.
Unlike third-party platforms owned by tech giants, you have complete ownership of your website to create value-adds and efficiencies.
At Mole Street, we consult with our clients on what they need now and in the future, to gain greater control of their web experience. Our websites are hyper-personalized, user-friendly, and intuitive, so clients are comfortable creating increasingly more valuable customer experiences, as their organization evolves.
*Note: HubSpot CMS is not being replaced by Content Hub. We clarify the future of CMS and Content Hub below.
“Search is changing – you've got zero-click search. You’ve got AI overviews answering more and more questions. The top of the funnel is starting to experience some pressure. So, when people come to your site, you have to be much more serious about that experience. People are a lot more discerning with how they're approaching your brand. Your site has to deliver a great experience, but it also has to be very, very optimized for conversions.” - Nicholas Holland, Vice President of Product at HubSpot.
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By capturing data across the path-to-conversion (e.g., downloading research, subscribing to your newsletter, joining a demo, or buying a product), it’s much easier to optimize for better results. You can identify issues, test resolutions, and measure impact – creating a feedback loop for continuous optimization.
Plus, HubSpot’s Customer Platform ties data together across Hubs (like Service Hub and Marketing Hub) to deliver more insightful and contextual reporting. This tightly integrated ecosystem means you can act on this data in real time to improve and personalize web pages, marketing campaigns, SMS messages, and more.
For example, let’s say your B2B lead generation campaign is promoting a downloadable ebook. HubSpot reporting shows bounce rates are high and conversions are very low.
What can you do?
From there, you can apply these learnings to other omni-channel campaigns (e.g., use that same HubSpot AI-generated image for your social posts or email campaign, if the data shows an uptick in conversions).
Placing your website at the heart of your tech stack unifies your organization through better visibility, strategic insights, and collaboration.
Your website is connective tissue within your organization and a direct communication line to your customers. By integrating your website into the rest of your organization’s technology stack, that data is used to improve operations and tactics across different teams.
For example, let’s say a customer receives a marketing email for Memorial Day discounts on sneakers. They click to the website, browse through similar sneakers, and purchase a different pair.
Weeks later, they might call customer service to request a refund, as the shoes wore out sooner than expected. The customer service rep, using HubSpot Service Hub has full access to see the emails the customer clicked and the exact sneakers they viewed. Instead of issuing a refund, the rep offers to send the sneakers featured in the original email, as a replacement.
The customer leaves the call satisfied – their issue was resolved immediately AND they’re getting a new pair of sneakers.
The organization, meanwhile, has this whole customer journey – from email, to the website, to customer service – captured to improve decisions down the line, like discontinuing those quick-to-return sneakers.
This interconnected and data-driven experience is one reason HubSpot describes their Hub approach as crafted, not cobbled. Their Hubs are built to share data to empower marketers, sales, and customer service teams with the information they need to improve their customers’ experience.
At Mole Street, we love nothing better than helping our customers transform their disjointed tech stack to a tightly integrated machine, delivering efficiency, collaboration, and empowerment within their organization. Let’s look closely at how our web teams deliver clients more value.
Building your website at the heart of your technology stack doesn’t happen by accident.
Our team at Mole Street takes an intentional, strategic, and collaborative approach to every website project to deliver more value, automation, efficiency, and strategic insights.
Ultimately, we’re completely goal-oriented, seeking to understand clients’ holistic needs and existing workflows. We then combine consulting skills with our web strategy, design, and development expertise to:
“We initially put the tech to the side and ask: what is your organization’s goal? We then quantify the organizational goal and metrics, and strategize the right set of initiatives to achieve those goals - very pointed.” explains Nakul Kadaba, Senior Director of Consulting at Mole Street
“It’s probably the biggest challenge on a website project, because you have endless options. You could do custom coded actions, dynamic personalization, progressive profiling, smart content, dynamic content - the sky’s the limit.
What should you do, on what pages, and why? We focus on the goals first and metrics supporting them, always measuring the value we bring our clients. We all share a passion for helping organizations produce the results they’re seeking. That’s why everyone at Mole Street is here.”
Our web solutions are centered in four value principles:
Your website architecture is the foundation for your digital experience and defines how well your site can scale, as your organization grows.
We want clients to get maximum value from their website, not outgrow it every other year. We are thorough, thoughtful, and strategic during planning stages to understand today’s goals and how your organization might evolve over time.
Following an in-depth Discovery, we provide clear sitemap and wireframe deliverables to help you clearly visualize your website’s current and future architecture.
Our development team then uses an advanced, developer-friendly build process, compiling SCSS and modern JavaScript with Webpack, and React with Vite – allowing us to move faster, create more advanced pages, better leverage CRM data, and build more scalable code to support future evolutions to the website.
A well-designed website builds trust, credibility, and a visual identity – demonstrating to clients that you value your brand and invest in innovation.
Just as important, engaging copywriting persuades customers to dig deeper and learn more about your organization. Great messaging motivates customers to take action, like downloading a resource, contacting a sales team member, booking a demo, or buying a product.
Plus, design and copywriting are two areas ripe for testing, learning, and innovating.
Mole Street marries a next-level in-house back end and front end development team, with innovative digital strategists, engaging copywriters, and incredible designers – they don’t know how to do mediocre work; they always give 110%.
Under the hood, too many websites resemble Frankenstein, with messy and outdated code, workarounds, and bandaids holding them together.
Messy code makes it more challenging for clients to own and update their website over time, forcing reliance on developers to make simple updates or worse – no updates at all.
Scaling the website becomes treacherous; bandaids and workarounds added with increasing frequency, slowing down the website.
Plus, Google’s Core Web Vitals update made clear that technical quality, website speed, and user experience are all important factors in search rankings. A fast website with clean code is easier for Google to crawl and interpret, improving its ranking position in the SERPs.
At Mole Street, we set clients up for success by writing clean code that’s built for scale, ease-of-use, and search rankings.
“I don't ever want our clients to feel like they can't control their own website – that's an ethos here,” shares LaPann. “It's just debilitating when you need to make a change and don’t have that ability, without sending IT the dreaded “drop everything to do this” message. We make it a priority that our client can drive the car.”
With modern digital experience platforms, like Hubspot’s Content Hub and so many others on the market, you should not need a developer’s help to build new landing pages, launch marketing campaigns, or just about anything else on your website. Even worse? Relying on a third partying hosting provider to host, maintain, and update your website.
If you have to reach out to IT or an outside vendor and wait six weeks to get your message out, you’re perpetually six weeks behind the curve of driving your digital strategy forward.
Using HubSpot’s CMS and Content Hub we place clients in full control of their website experience – that’s not a nice-to-have in our opinion; it’s a requirement. We arm clients with an ongoing, iterative roadmap and the user-friendly content management system to bring it to life.
We set our clients up for success to continuously update and optimize their website to reflect their organization today; support their whims, creativity, and inclinations; and evolve with their organization.
There's a reason why we choose HubSpot as our technology partner and have earned the highest partnership tier available (Elite).
HubSpot is the leader at building digital experience solutions that are extremely scalable, easy-to-use, and place marketers in the driver’s seat of their website experience.
By combining HubSpot CMS with AI and powerful marketing and customer service orchestration tools, Content Hub makes it easier than ever to place your website at the heart of your tech stack and at the center of your organization.
Let’s explore how Content Hub reflects our shared values: empowering organizations to take control of their web experience and get-to-market faster.
Today’s marketers want tools that are easy, fast and unified – fast to value. We've designed HubSpot to give one system for the marketer to orchestrate everything – that's how we've built Content Hub” explains Holland. “Small marketing teams can pull off campaigns and experiences that otherwise would require big teams and a lot of individual tools. We want to make that small team mighty.”
HubSpot’s Content Hub is an all-in-one, AI-powered content marketing software, empowering marketers to create and manage content that fuels the entire customer journey.
Content Hub combines HubSpot CMS Hub, AI, content marketing, and operations tools into a powerful, user-friendly, and integrated platform.
It uplevels the sophistication and capabilities of a traditional CMS by solving pressing needs within one platform, such as multi-channel presence, digital personalization, content complexity, data-driven insights, complicated workflows, and collaboration challenges.
The addition of artificial intelligence (content generation, brand voice optimization, audio narration, SEO and conversion recommendations, and more), Content Hub reduces barriers to execution even further
With Content Hub, marketers create highly-valuable and personal website experiences and multi-channel customer journeys to drive revenue, save time, improve team efficiency, and scale their content marketing engine across multiple formats and marketing channels.
Our existing HubSpot CMS clients don’t have to worry about losing functionality.
Legacy CMS Hub users retain all their previous functionality and gain access to a truckload of exciting new features. Upgrading from CMS Hub to Content Hub, though, unlocks more transformative capabilities.
Ultimately, Content Hub is a more comprehensive and far-reaching platform than CMS Hub, enabling marketers to use AI to more efficiently create and amplify personalized content experiences.
“HubSpot CMS has been a powerful tool for hosting your website for years and always supported developers with new releases, like local development, React, and GraphQL,” explains Michele Herzog, Director of Technology at Mole Street. “Content Hub takes those same tools and adds in significant advancements for marketers, combining their efforts with AI. This brings the CMS, now Content Hub, up to par with the Digital Experience Platforms (DXPs) organizations use today.”
HubSpot Content Hub is solving two very real challenges for marketers: efficiently creating content and repurposing that content at-scale to diversify multi-channel delivery.
HubSpot recognizes the snowball effect of writing an article and aiming to “get the most bang for your buck” by repurposing that article for multiple social media channels, podcasts, or paid ads.
A single campaign quickly balloons to creating dozens of assets (with unique copy, visuals, analytics codes, personalization, or landing pages), and today’s marketers run multiple campaigns simultaneously.
Content Hub accelerates content creation with AI-powered tools – applying brand voice, generating blog post ideas, writing content, building custom images, and more.
Content repurposing is then accelerated with Content Remix, HubSpot’s content repurposing software that reworks existing assets for multiple channels and needs, while ensuring brand consistency and unified messaging.
We’re psyched about this evolution. Checkout our experience using Brand Voice, AI Blog Writer, and Content Remix.
HubSpot Brand Voice eradicates boring, robotic-sounding AI content, while ensuring brand governance and consistency across channels and team members.
First, we define the brand voice by inputting an existing Mole Street article and defining a target audience. This helps HubSpot’s AI content assistant analyze our writing style and assume patterns.
“For the Brand Voice, I used some text from our most recent 'great migration' blog post,” explains Chris DiPietro, Senior Solution Architect at Mole Street. “I will say it did a really great job of accurately capturing the type of personality and tone we are trying to portray in our content.”
From there, we start applying Brand Voice to existing content to ensure consistency and quality regardless of the team or writer publishing the content.
By answering a handful of prompts, we gave HubSpot’s artificial intelligence blog generator talking points around different types of technologies, migration considerations, migration process steps, and more.
Within moments, the AI generated multiple blog titles to choose from and estimated “monthly search volume” and “difficulty to rank” data from SEMRush to inform our decision.
From there, HubSpot returns a blog post outline, with editable fields to finetune the content and selecting “Generate Blog Post” returns your first draft.
AI-driven recommendations offer improvements for SEO and readability and integrating with Google Search Console offers more powerful data.
“The blog post was accurate and in-line with my requirements.The AI Content Assistant completed about 90-95% of the heavy lifting on this, but there were certainly some tweaks to make to better capture our point-of-view.” DePietro shared. “Still, it saved me hours of work and I’m really excited to see how this accelerates our clients’ productivity.”
Next, we took Content Remix for a spin – one of the more exciting features of Content Hub.
Content Remix enables marketers to take a single content piece, like a blog post, and dynamically create all of the omni channel marketing assets needed to promote the piece – email copy, social posts, imagery, and even video.
You can easily tweak the content to better suit your needs. You immediately receive a starting point for experimenting with different formats and channels, while maintaining a clear, consistent brand message.
We took our AI generated blog post and used Content Remix to create social, email, and digital ad content. We then added a human touch by tailoring each format to match the nuance of our voice on that respective channel.
“I loved how the Content Remix enforces the best practice of repurposing your content. Too often, companies just create content for the sake of creating content,” DiPietro laughs. “Content Remix makes it a no-brainer to repurpose and deliver content across multiple channels, increasing the likelihood your audience finds your valuable information.”
“The release of Content Hub gives us even more powerful functionality to ensure our clients get a stronger ROI out of their marketing efforts, and out of HubSpot as a whole,” explains DiPietro. “Whether it’s incorporating new media types, like podcasts, into custom website Resource Centers; leveraging AI Content Assistants to get to market faster; or using new tools like Content Remix to scale content across all different types of marketing channels, the opportunities are endless.”
Content Hub offers an enormous variety of capabilities, advantages, and solutions for marketers’ most pressing pain points. Four offerings that stand out: 1.
This is table stakes, but ease-of-use makes or breaks a marketer’s ability to own their website experience.
HubSpot’s software is notoriously user-friendly and Content Hub is no different. The WYSIWYG editor far surpasses your typical composable editor with a huge variety of modules.
Build landing pages without touching code, then easily drag-and-drop content blocks, images, videos, payment gateways, and other assets for a more compelling and information-rich experience.
Build and add webforms to any landing page to generate leads and conversions, then automatically funnel that data to HubSpot CRM for your marketing efforts or sales follow up.
Restructure a webpage in minutes by creating different image grids or layouts, without touching the code or relying on your development team.
Plus, version history makes it easy to restore a previous version if you make a mistake.
Today’s customers expect relevant and personalized content experiences – yet 44% of buyers rarely encounter relevant content from B2B organizations.
Content Hub enables marketers to create and deliver personalized content experiences and deploy them across every customer touchpoint.
Marketers can personalize landing pages, emails, and other assets to be more relevant to the buyer, based on demographics, past-purchases, and other behavioral data captured in HubSpot CRM.
Plus, Content Remix and AI image generator enables marketers to tackle the time consuming task of designing personalized media and assets to create a truly rich and relevant content experience.
Delivering hyper-relevant content to your most loyal customers, partners, and other audience segments is made easy with Content Hub Memberships.
Create membership-only content, personalized using data from HubSpot CRM. Example use cases include:
“I’m excited to start building highly dynamic Resource Centers. Users are used to things like Netflix, Hulu, and other streaming services giving them personalized recommendations and the most popular content – everything is entirely curated,” explains Michael Johnson, Senior Consultant at Mole Street. “With the new Content Hub, I really look forward to seeing how clients can push boundaries in new ways, so users return over and over to get high value information that’s personal and relevant for their goals.”
Today’s marketers know they need to use mixed media, like videos and podcasts, to capture audience attention and show the more human side of their organization, but limitations and cost add barriers for use.
Not anymore – HubSpot’s video hosting tools make it easy to create and add video to your website, marketing, and customer service content. Add accessibility features (like captions or subtitles); track content performance with analytics; and add in-video forms or clickable calls-to-action to turn video into a conversion channel.
Another gamechanger? Host podcast episodes directly on your website. Content Hub’s AI can use a written transcript to generate audio for you or upload your own audio files to publish your podcast episodes.
“We’re trying to help people make quality content, on-brand and at-scale. When you do that, then people will want to continue to engage with you.” says Holland. “Take podcasts. With Content Hub, you can easily do a weekly podcast – maybe with your CEO or interviewing a customer. You don’t need to try to get to the top of Spotify; it’s owned by your brand and on your website. Add that podcast to Content Remix to turn it into blog posts, ads, or other potential topics. That is what it looks like to actually make great, owned media. Too many companies just never had that available to them, until now.”
And, we’re not done yet. Just a handful of additional capabilities include:
“With content embed, you own your content – it's almost like headless content for a marketer.” adds Holland. “Now, when you edit your piece, it updates multiple sites, like an external WordPress site. You don't have to be the person to make that update in multiple places.”
Clearly, Content Hub offers marketers an unparalleled level of features and functionality to break down typical barriers of bringing creative digital experiences to market.
Of course, using any new platform requires a thoughtful strategy, plentiful creativity, and rigorous change management process to gain maximum value. That’s where a partner, like Mole Street, comes in.
At Mole Street, we’ve seen first-hand the transformative power of placing your website at the heart of your tech stack: actionable and proactive insights, improved brand recognition, personalized customer experiences, and empowered teams.
We build sites to evolve and scale as your organization grows, and fuel improved performance across all aspects of your organization – from customer support, to sales, marketing, and executive leadership.
We make sure your website sits at the center of your organization – passing data, informing strategy, automating workflows, and creating endless opportunities to deepen your customer relationships.
HubSpot CMS and Content Hub gives us the flexible and scalable platform to do great things, but of course, our true secret to success is our great team at Mole Street.
“We have a balance here you won’t find elsewhere in the HubSpot ecosystem globally – a great mix of strategic and technical aptitude. You can't have one without the other,” explains Kadaba. “We have excellent developers, designers, copywriters, and strategists. We have endless curiosity among us and offer a complete, strategic, and long-term planning mindset. To say it simply, we get our clients to the levels they want to be at and then a little more – always a little more.”
Our Consultants are best in the ecosystem, dedicated to learning and mastering every aspect of HubSpot. In fact, our teams are made up of former HubSpotters (Herzog wrote a bunch of the CMS documentation, as a member of HubSpot’s CMS product team!).
We know the HubSpot ecosystem backward and forward, and our HubSpot partners are only a call away.
“You can have the best kitchen in the world set up for you, but it doesn’t make you a great chef.” laughs Holland. “You need great tools, followed by great creativity and experts to help you get going. So, what we love, particularly about Mole Street, is how well they can cover the creativity gaps; help you get set up and started; help you determine the best path forward for your organization. That’s very valuable.”
If you want your website to truly represent the beating heart of your business, then schedule a call with our team today. We understand better than anyone just how important getting your customer experience right can be.