HubSpot Marketing Hub

Personalization/Audience Targeting

The ability to display certain content types in a given channel endpoint based on audience demographics (known profile) or traffic attributes (unknown profile).

Audience Segmentation

The ability to create and analyze discrete customer audience segments based on user-defined criteria or variables.

Analytics and Reporting

Includes historical & real-time dashboard visualizations, detailed & summary reporting and easy data extraction for data analysis.

Integrations

Ability of the software to sync with the current programs of the user for seamless process. The workplace platform integrates with common business applications.

Feature Flagging

Ability of the software to flag suspicious responses and activity.

Multivariate Testing

Capability of the software to test multiple site elements or variables to determine the combination of variables that leads to increased conversion.

Split Testing

A/B or Split Testing allows marketing managers to compare and contrast two or more versions of the same piece of content to maximizing open, click and rates.

Server Side Testing

Capability of a software to support complex code-based changes.

Product Strategy and Rate of Improvement

Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Availability and Quality of Training

Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Ease of IT Administration

This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Breadth of Features

Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Usability and Intuitiveness

End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

Ease of Implementation

Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Vendor Support

The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.

Quality of Features

Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Business Value Created

Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Ease of Customization

Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Ease of Data Integration

Use this data to determine whether the product will cause headaches or make data integration easy.