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"Hotel marketing automation is already on the radar of many hoteliers, but far too few are actually taking advantage of its opportunities.</div>
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Kasimir von Koblinski
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As Principal Customer Success Manager - DACH Strategic Accounts at HubSpot, Kasimir von Koblinski is responsible for key accounts. He helps clients achieve their unique marketing and sales goals. Founded in 2006, HubSpot offers a leading CRM platform with software and support to help businesses grow with a system.

All-in-One-CRM

<h3 class="interview-question">What are HubSpot's software solutions in general, and how do they support marketing and sales?</h3>
HubSpot is a CRM platform with products for marketing, sales, customer service, operations, and website management. Among other things, the software helps companies create a customer journey from the initial contact of acquisition and outreach, through interaction with prospects and existing customers who have already purchased.

HubSpot also helps you turn customers into advocates and use the feedback you collect to manage and improve customer service. As an all-in-one solution, HubSpot is suitable for all industries, so companies do not have to rely on different software solutions for different areas (marketing, sales, support, etc.).

With different software systems, data is often lost or corrupted when inquiries or orders are transferred. With HubSpot, people can be assigned directly when they are contacted, eliminating frustration. The marketing process is always the same, whether in tourism, industry or media: from contacting customers, to converting prospects into customers, to providing support and assistance, to referral marketing by HubSpot users.

Effective Use of HubSpot in the Hotel Industry

<h3 class="interview-question">Marketing and sales is also a big topic in the hotel industry. How can HubSpot help businesses in the hospitality industry?</h3>
HubSpot started as a marketing software and is now widely used as a sales and service software. Specifically, in HubSpot we offer many different functionalities to engage with (potential) guests. This includes the creation of landing pages, the use of call-to-action buttons, the conversion of existing leads or live chat solutions for your own website. For hotel social media marketing, posts can be scheduled in advance and ranked on multiple channels simultaneously.

In the hotel industry, functions such as hotel SEO, lead generation and social media capture are especially important. With HubSpot, hotels can use automated email marketing where different audiences receive a specific series of emails. Hotels can also reach new audiences, such as B2B event management companies.

<h3 class="interview-question">What is your role at HubSpot?</h3>
At HubSpot, I look after the key account business in the DACH region and help our customers achieve their goals on a strategic level through the various business processes (marketing, sales and services). Together with my clients, I look at what the trends are in the industry and what strategies make sense at the moment, and I often revise the marketing strategy for closer collaboration between the marketing and sales teams.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"In fact, a research found that 63 percent of potential guests search online for reviews before making an online booking. Word-of-mouth and referral marketing is one of the most powerful marketing levers for hotels, and hoteliers in particular should take advantage of this to improve guest retention."</div><div class="article_quote_name u-text-style-main">Kasimir von Koblinski</div></div></div>

I also think with my clients about how we can further improve the customer experience; are existing customers being asked for feedback, at what points in the customer journey are we asking them, and where can we get more feedback to improve our service.

Feedback often raises the question of how to deal with bad reviews, and that it's best to get right back to the people involved. People like to share their experiences and that's why feedback is so popular, especially in the tourism industry.

<h3 class="interview-question">How many employees do you have worldwide?</h3>
As a publicly traded company, we now employ 6400 people worldwide and have customers in over 120 countries.

<div class="article_quote"><div class="article_quote_contain"><div class="article_quote_quote">"The relevance of a CRM is independent of the industry, but especially in the hotel industry it is a very important part."</div><div class="article_quote_name u-text-style-main">Kasimir von Koblinski</div></div></div>

<h3 class="interview-question">Why should a well-maintained CRM (Customer Relationship hubspotManagement) be built for every hotel or hotel chain?</h3>
A CRM is no longer just important for marketing and sales, it is now the heart of any growing business. As a customer system, it allows for secure data storage so that any department can access it to see what has already happened with guests. What are their personal interests or preferences, and what time of year are they booking?

The relevance of a CRM is independent of the industry, but especially in the hotel industry it is a very important part. Among other things, the customer's path becomes visible, i.e. how did they become aware of the hotel, how do they interact with it, what touchpoints have they had, etc.?