Unbound Growth Blog

Post Merger Integration of Inbound Marketing

Posted by Cheri Gaudet  8/1/11 11:30 AM

Zipper teethOne of the great things about being a happy Hubspot customer is getting to attend Hubspot User Group (HUG) meetups. Aside from meeting amazing people and generally having a total blast, HUG offers customers the opportunity to meet one-on-one with a Hubspot employee to ask specific questions that are unique to their businesses. At my one-on-one at the Q3 HUG last month, I asked how businesses can use Hubspot to help with post merger integration for inbound marketing.

When businesses merge, having a post merger integration plan for marketing is crucial. Answering strategic questions about branding and resources are obviously important, but when it comes to integrating the inbound marketing programs of each company, businesses can not afford to gloss over the details.

Inbound marketing software (like Hubspot) can make the post merger integration process much easier. For example:

  • Website/Content Management Integration: Each predecessor business probably has a different content management system (CMS) for its website. Small businesses may have homegrown systems that worked well prior to the merger, but are difficult to merge with other systems. In this case, the easiest (and least expensive) option may be to migrate everything to a new CMS and create a new website for the merged company. Inbound marketing software can make this happen with fewer headaches while making everything seamless for your customers. Additionally, setting up a scalable CMS with inbound marketing software will make inbound marketing easier as the merged business grows. If one business already uses Hubspot, this process is even easier.

  • Blog Integration: Blogs too can be migrated to inbound marketing software so that they appear seamless with the new company website. Concerned about giving access to the website CMS to your junior bloggers? With the best inbound marketing software, you can restrict user access to just the blog, so you don't have to worry about anyone accidentally taking down your whole website.

  • Analytics Integration: Even if you need to keep separate websites for awhile, you can still begin to track combined analytics. For example, Hubspot provides step-by-step instructions for setting up a domain for analytics at http://success.hubspot.com. Integrating analytics means you can set inbound marketing goals for the combined business even before you make the merger announcement, so you can begin to track your progress right away.

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Zipper photo courtesy of Slideshow Bruce.

Topics: internet marketing, inbound marketing, inbound marketing for small business, inbound internet marketing, post merger integration, internet marketing software

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