Canva and HubSpot have announced their integration. This is more than just brilliant news for marketers using both platforms, but in my opinion, this integration is a strategic move in so many ways. Reasonings behind this choice draw attention to so many aesthetic limitations with other popular CRM’s, where HubSpot constantly triumphs in its appeal to audiences who prioritise modern marketing techniques and aesthetics.
Social media and email campaigns have evolved, where plain text does not grab modern day audiences attention, and has not for a long time. The most successful marketing campaigns tend to share characteristics; attention grabbing and aesthetically pleasing. But unless you’re living under a rock, this is common knowledge. What’s often overlooked is the accessibility to create this type of content with your CRM, and that’s why tools like Canva are crucial. It not only allows for endless campaign types, but it also means people who do not know how to use html, or possess more complex, technical marketing skills, can still create high quality content with relative ease.
Difficulty to use is what has created such an influx of marketing roles for the most popular CRM’s, which is bittersweet for the industry. For a lot of people, they can't afford to hire a specialist, and thus want something powerful, affordable, yet easy to use - exactly like Canva.
Its integration with HubSpot is therefore so powerful. To be able to combine its ease with arguably one of the most appealing CRM’s in terms of UI and UX will attract a very large audience. Though the features of the integration haven’t been announced yet, to create, track and store your marketing campaigns in one place will appeal to the masses, especially if these campaigns creativity wise, are uncapped and constantly evolving to fit modern trends. An email campaign on Salesforce, for example, for the standard user, is bland… And that is very rarely an effective way to captivate your audience. Not to mention, integration with a tool like Canva doesn’t require the hire of an email specialist, yet could achieve very similar results. This partnership may shed light, therefore, on a real lack of efficiency when it comes to marketing processes and tools through certain CRMs.
Are other CRM’s missing a trick? Maybe I am looking at this too plainly, but does it have to be overcomplicated when the most successful campaigns can be created with the simplest tools? This Canva - HubSpot integration speaks volumes for the lack of marketing resources other CRMs have to offer, where something so simple is continuously overlooked.