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HootSuite And HubSpot Announce Partnership Around Social Marketing, Lead Management Initiatives

and HubSpot today announced a strategic partnership — focused on connecting social media to generating, managing and nurturing leads — to help marketers "close the loop" on social media marketing. The partnership also includes a joint-effort app integration in HootSuite's App Directory.

Driving the partnership is the app integration, currently in beta, which is designed to enable users to automatically pull HubSpot lead and keyword data into HootSuite. The goal, according to the company, is to optimize opportunities around social engagement with leads, including those mentioning top-performing keywords, without leaving the HootSuite dashboard.

According to HubSpot CEO Brian Halligan, the partnership is a step forward in connecting the dots between customers' social marketing efforts. "Of 60+ apps we've seen, HootSuite is building one of the most exciting,” he said in a press release. “Plugging social media management into HubSpot's end-to-end marketing software makes social accountable for generating leads, customers and true ROI. Integrating a full SMMS like HootSuite extends that closed loop ability to social media. It integrates marketing and CRM with social measurably and accountably."

Recently there have been a number of notable social announcements in the B2B industry, including’s $689 acquisition of Buddy Media and Oracle's $300 million acquisition of Vitrue.

“Social media spending is on the rise,” noted Ryan Holmes, CEO of HootSuite Media, Inc., in a press release. “We watch as companies invest significant dollars into driving marketing campaigns using social networks as the next marketing platform. Through this partnership, the professional marketer can finally follow up with social media leads, nurture relationships in real time, and close deals easier than ever before." 

HootSuite also will co-host HubSpot's 2012 World's Largest Webinar, on July 12, aiming to outpace the Guinness Record of 31,000 registrants set by HubSpot in 2011. The Science of Inbound Marketing will be hosted by HubSpot's Social Media Scientist, Dan Zarrella, and HootSuite's VP of Marketing, Ben Watson. The two companies will underscore the important role real data, facts and scientific analysis play in inbound marketing.

HootSuite also is a presenting sponsor of HubSpot's Inbound 2012 Conference, slated for August 27-30 at Boston's Hynes Convention Center. The HootSuite-HubSpot app will be demoed live on the event's Demo Stage.