COS Cheat Sheet

New Breed MarketiNg © 2013 | this document contains proprietary information and cannot be disclosed in whole or part without express written consent of New Breed Marketing ©2013.

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New Breed MarketiNg © 2013 | this document contains proprietary information and cannot be disclosed in whole or part without express written consent of New Breed Marketing ©2013.

NEWBREEDMARKETING.COM P 802.655.0800 F 802.655.4631 20 winooski Falls way, Suite 306, the Champlain Mill, winooski, Vt, 05404

COS Cheat SheetWhat is the COS? The HubSpot Content Optimization System (COS) is the very first integrated website, blog and landing page system that is designed to recognize the unique needs of visitors and optimize content for each person looking at it. Out of the gate, your site is mobile-optimized, fully integrated with all of your marketing channels, and adaptive to the changing needs of your leads and customers.

What is a Sales Ready Website?Here at NB, we’ve coined the term “Sales Ready Websites” for the websites that we design for our clients. A Sales Ready Website is a site that is persona driven with clear conversion paths for each persona throughout the site. Our sites are designed not only to increase net new leads, but they are also structured to engage your current customer base and educate them on all of your products and services. As a result, your website will become your best salesperson.What does this mean for your business?In a nutshell, adopting a Sales Ready COS Website means you will see:

+ More qualified traffic

+ Higher conversion rate

+ Increase in Marketing Qualified Leads (MQLs)

+ Increase in Sales Qualified Leads (SQLs)

+ Marketing & Sales alignment

+ Revenue, revenue, revenue

the featuresMobile optimized: Recent research show that nearly 60% of adults connect to the web through a smartphone, tablet computer, or an on-the-go laptop. It is projected that by 2015 more Americans will access the internet through mobile devices than through desktop computers. With the HubSpot COS, your website, blog, landing pages and emails have all been built using responsive design, an approach which repackages the content for devices of any size and aspect ratio, resulting in a more scalable solution as devices continuously change.

Integrated: Unique to HubSpot is the scale of integration it provides users. With the COS the integration goes even deeper. Now every marketing tool, from your content tools to social media to marketing automation and analytics, are all cooperative and connected to your contact database. You’ll now have a complete history of your leads’ interests and interactions, enabling you to get even more personalized throughout your marketing.

Personalized: The HubSpot COS builds upon the personalization offered in the platform’s email marketing and automation tools to incorporate “smart” dynamic content. Smart content are personalization tokens across your website pages, landing pages and blogs that serve up content optimized to that individual.

Social Search Ready: The updates feature built-in social context like authorship tags for search engine results that have become increasingly influenced by social. In addition to basic meta data like authorship tag, HubSpot does a better job than other content management system at integrating social sharing throughout its content tools.

It’s Fast: HubSpot uses an incredibly fast and secure content delivery network for the COS, ensuring that it will load quickly and look good to all viewers across all devices. In July, HubSpot user Yottaa put HubSpot to the test along with 7 other content platforms like Wordpress, Drupal and Joomla. The HubSpot COS took the race, by a landslide.

New Breed MarketiNg © 2013 | this document contains proprietary information and cannot be disclosed in whole or part without express written consent of New Breed Marketing ©2013.

NEWBREEDMARKETING.COM P 802.655.0800 F 802.655.4631 20 winooski Falls way, Suite 306, the Champlain Mill, winooski, Vt, 05404

+ Smart Forms. Smart forms are another feature of

the COS that no other platform offers. These forms

remember a user’s information (so they don’t have

to retype information they’ve already given you), and

result in higher conversion rates because the lead is

more likely to fill out the form.

Why the COS is differentNowadays, most websites are built on a CMS (Content Management System), some of the most popular platforms being WordPress, Joomla and Drupal. When these systems were introduced, they revolutionized web design because they enabled non-developers who were not able to generate and publish content without an in-depth knowledge of HTML or web coding.

The new platform that HubSpot has release, their COS, which stands for Content Optimization System, differs in two primary ways.

The COS is Holistic: You’ve read about the new features above, integration being one of them, and this is one of the key differentiators for a COS. Rather than just enabling marketers to manage their websites or blogs, the COS gives them the ability to manage all aspects of their digital and inbound marketing campaigns. Everything from your website and your blog, to your email marketing campaigns, your landing and conversion pages, your lead capture forms, your analytics, your keywords and your leads, are all under one roof. One login, one view, one platform.

The COS is Smart. As mentioned above, personalized content is one of the key features of the COS and also one of its differentiators. HubSpot has introduced “Smart” content meaning it is customized to each individual visitor.

+ Smart CTAs (as pictured above). You are able to

customize your CTAs based on what a visitor has

seen or downloaded. For example, if they have

download an eBook (or a TOFU offer), then the next

time they come to your site, they will see the next

CTA in the funnel (a case study for instance).

+ Smart Content. The HubSpot COS also allows us to

have custom on page content for specific visitors.

For example, if we know a lead is interested in web

design (based on a form they have filled out), we can

push our web design content right on the homepage.

This is also possible in the emails, adjusting different

parts of the email based on how our lists are

segmented in the backend.

NEWBREEDMARKETING.COM P 802.655.0800F 802.655.4631

20 winooski Falls way, Suite 306, the Champlain Mill,

winooski, Vt, 05404