Social media management system HootSuite and marketing software platform HubSpot combined their talents Wednesday, announcing a strategic partnership that the companies said will “close the loop” on social media marketing.
The centerpiece of the partnership is the application integration, which is currently in beta. It automatically pulls data on leads and keywords from HubSpot into HootSuite, allowing its users to pursue engagement with leads on social network users mentioning the top-performing keywords, all from the HootSuite dashboard.
HootSuite Chief Executive Officer Ryan Holmes said:
Social media spending is on the rise. We watch as companies invest significant dollars into driving marketing campaigns using social networks as the next marketing platform. Through this partnership, the professional marketer can finally follow up with social media leads, nurture relationships in real-time, and close deals easier than ever before.
HubSpot CEO Brian Halligan added:
We built HubSpot software to make marketing easier, and then expanded it by launching the world’s largest marketing software marketplace just under a year ago. Of 60-plus apps we’ve seen, HootSuite is building one of the most exciting. Plugging social media management into HubSpot’s end-to-end marketing software makes social accountable for generating leads, customers, and true return on investment.