HubSpot recently announced the launch of Business Units, a new add-on for Marketing Hub Enterprise users that allows businesses to effortlessly manage multiple brands in one shared HubSpot portal.
This replaces the 'Brand domain' add-on, which allowed businesses to host content, create reports and set permissions on additional branded domains.
Business Units makes it easier for marketers to work across multiple brands, by allowing them to build custom branded experiences, and report on performance for an individual brand, or at a parent company level, using one HubSpot portal/account.
So, who is business units for?
Business Units is for companies who have multiple divisions serving separate markets, brands or regions, that haven’t got the need for separate CRMs. This includes:
Multi-brand companies who work in overlapping markets that may need to share contacts and leads.
Brands operating under a parent umbrella with no shared resources.
Single brands operating in different markets with separate regulations and needs.
It is a particularly good fit for companies who have multiple brands that they would like to be managed under one parent account, or for those that need separate user permissions or email subscription preferences for each brand.
What can it be used for?
Business Units allows marketers to:
Assign contacts to each brand using the out-of-the-box CRM property for Business Units. This means marketers can easily segment contacts by brand and run up-sell and cross-sell campaigns to relevant leads and customers across different areas of the business.
Create unique templates and brand assets for each business unit. Using brand kits, marketers can organise design assets, such as templates with unique logos and branding, meaning an individual brand identity can be applied across campaign assets. In addition, web pages, landing pages, emails, forms, and blogs can be categorised and filtered by business unit, making them easy to find.
Effortlessly manage subscription preferences by brand. If your business works across different markets with separate regulations and needs, Business Units can be used to ensure subscription types and preference pages are independent of each other to separate customer contact preferences.
Report on performance across your business and each individual brand.
Overall, Business Units makes it much easier for companies with multiple brands to use one HubSpot portal, without the need to build complex forms and set up custom properties for email subscriptions. However, for businesses with more than ten brands under one umbrella, those with separate CRMs, or franchises, multiple portals are still the better option.