HootSuite partners with HubSpot to tie in social media with lead generation

Social media management dashboard HootSuite has today announced a “strategic partnership” with all-in-one marketing software platform HubSpot .

This partnership will seek to connect social media with lead management and generation for companies, with a view towards “closing the loop” on social media marketing. Joint efforts include app integration in HootSuite’s App Directory, plus educational content and sponsor at HubSpot’s Inbound 2012 Conference.

The companies will also join forces to break the existing Guinness World Record for the world’s largest webinar with The Science of Inbound Marketing on July 12.

HubSpot currently claims to work with more than 6,800 companies in 46 countries, helping them to attract more visitors to their websites, and convert those visitors to leads and drive growth.

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“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,” says Brian Halligan, CEO of HubSpot. “Of the sixty-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 ROI.”

Driving the partnership is the app integration, currently still in beta, which automatically pulls HubSpot lead and keyword data into HootSuite providing an opportunity for social engagement with leads and those mentioning big-hitting keywords without leaving the HootSuite dashboard.

Launched in 2008, HootSuite is a platform that lets users manage multiple social networks through a single dashboard, and the Vancouver-based company has grown into a global social media brand used by individuals and companies alike.

Earlier this year, HootSuite hit 3 million signups, off the back of one million new accounts in the previous six months, before going on to release its engagement API, enabling its core social network management, publishing and scheduling features in third party platforms and applications. Last month, HootSuite rolled out a new ‘Teams’ toolkit feature for companies to have more granular permissions control.