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Hey Growth Hackers community, we need your help! You may have seen the recent announcement that HubSpot is closing down inbound.org and migrating the platform to growth.org under the new name, the Growth Hub. The challenge we have is that it’s exactly the same name we’ve used for our content hub, blog & podcast about all things B2B SaaS marketing and growth. The Growth Hub is something we’ve put a lot of time and effort into and now with such a big player moving into the same space under the same name it's going to create several challenges, not least in terms of brand recognition and organic search. And to create a deeper twist, we’re actually a HubSpot Diamond Partner and have had multiple guests from HubSpot on The Growth Hub Podcast, including the first ever employee at inbound.org… (Using the word ‘Hub’ as part of our name was partly in tribute to our position as a HubSpot partner). Several articles and podcasts from The Growth Hub have been featured here on Growth Hackers and we’ve had a lot of positive feedback from the community, and now we'd love and appreciate to hear your thoughts on this. What do you think we should do? Do we need to rethink our name altogether and let go of the brand we’ve been working on for the last one and a half years? Or should we keep The Growth Hub going strong and look to leverage/compete with the new Growth Hub? We’d love to hear what ideas and suggestions you have - your help is much appreciated! Many thanks, Edward + The Growth Hub team

  • EF

    Ed Fry

    over 2 years ago #

    Ping @dharmesh

  • DS

    Dharmesh Shah

    over 2 years ago #

    Hey Edward,

    Have reached out you via email as well -- but thought i"d post here because the community is likely curious too.

    When I did an informal search for "Growth Hub" via Google, I found a bunch, but didn't come across your podcast/website. We picked the name because it matches our other product names (Marketing Hub, Sales Hub, Service Hub) -- and captured the concept of the community.

    I don't think there's too much worry for confusion -- though related, the sites do different things: Yours is a podcast and content site for B2B SaaS, ours is a community/network of marketing/sales/service professionals.

    In any case, we'll work something out.

    And, thanks for all the support over the years and being a HubSpot Diamond Partner.

    Cheers,
    Dharmesh

    • EF

      Edward Ford

      over 2 years ago #

      Hi Dharmesh, thanks so much for getting back to me (just sent you a follow up email on this). I definitely think this is just an unfortunate coincidence but we do have strong concerns about what this means for our business. As partners I'm confident we can work something out so looking forward to hearing from you. Cheers, Edward

  • AA

    Anuj Adhiya

    over 2 years ago #
  • JB

    John Bonini

    over 2 years ago #

    *Posted this on Twitter, but reposting here.

    The content is what most people will continue to search for and find organically.

    The name is just a name.

    When it comes down to the numbers, will this really have any impact? Keep it / rebrand it, not sure it makes a difference.

    Keep cranking out great content.

    I understand the emotional attachment, but the content is the brand, not the name.

    I’d probably leave it, or at most, have some fun with slight clarifiers like, “The (Original) Growth Hub”, or, “The Growth Hub, est. 2016.”

    • KF

      Katy Flatt

      over 2 years ago #

      Yes, I completely agree here. If you do a Google search for just "growth hub" there's a sea of businesses, blogs, and possibilities there, and while HubSpot will likely take the cake soon enough in the first page of search, that's not where your organic traffic is going to originate.

      Exactly as @johnbonini just said, good content strategic keywording is what will bring organic traffic to the site.

    • EF

      Edward Ford

      over 2 years ago #

      Thanks @johnbonini & @katy_flatt - solid advice, really appreciate it 🙏

  • JD

    John Doherty

    over 2 years ago #

    Seems to me like it's a bad faith move from HubSpot, if I am honest. I think you should keep on with the name that you already have and benefit from anything that HubSpot may do calling attention to the name.

    • DS

      Dharmesh Shah

      over 2 years ago #

      Feels a bit harsh to call this a "bad faith" move.

      • EF

        Edward Ford

        over 2 years ago #

        Thanks John, appreciate your thoughts but I think this is more an unfortunate coincidence than any bad faith on HubSpot's part. We do have several concerns about the impact this will have on our business but Dharmesh has been in touch with us so I'm hopeful we can work something out.

  • DL

    Daniel Lofaso

    over 2 years ago #

    Hi Edward,

    I don't think there is much to worry about here and agree with the thoughts of @dharmesh from HubSpot and @johnbonini

    I too performed a search -- I have never heard of Growth Hub -- and saw nothing that related the search intent to your blog or Advanced B2B. Thus, it appears that any branded opportunity was not already capitalized on initially (i.e. you didn't rank on page one for "Growth Hub" for the URL https://www.advanceb2b.com/thegrowthhub). I'm not trying to be a jerk, I'm just saying that if you had already owned the brand power and the SERPs reflected that then the HubSpot situation would be more complicated. They may or may not dominate the SERPs for that branded search, as you have mentioned, but as you appear not to, I think, to John's point, your focus can remain on producing killer content that ranks for the specific topics that you are covering whilst keeping your blog's name.

    Furthermore, it may not be too late to run an aggressive link building campaign with the focus being on branded anchor text for "Growth Hub" and continue to do that so you enjoy some of the real estate on the first page of Google. Looking at the link profile to this URL, it doesn't look like there is any anchor text that has that brand, so that is where I may focus my efforts personally.

    • EF

      Edward Ford

      over 2 years ago #

      Thanks for the advice Daniel, this is great. Yeah, it could be that this doesn't have the negative impact we fear but long term our worry is that any search for "growth hub + marketing/saas/podcast/etc..." will be strongly outranked by HubSpot. Currently we're ranking higher in our key markets of Northern Europe (#2 in Finland) for branded search but I like the idea of running an aggressive link building campaign.

      The interesting thing about this case is that we've had so many people chip in with various views and opinions ranging from "nothing to worry about" to "rebrand immediately" - Hiten Shah got in touch saying we should just do the latter and move on.

      I think another thing to consider is what the new growth.org/hubspot growth hub will actually be. Is it going to be more of a content-driven community like inbound.org or will it be more of a lead-gen initiative for HubSpot's product, since this will have an effect. Dharmesh has reached out and given we're a HubSpot partner I think we'll be able to work something out. Maybe we could start our link building campaign by asking for one from HubSpot's growth hub back to ours?

      But many thanks for sharing your thoughts @daniel_lofaso, we really appreciate it 🙏

      • DL

        Daniel Lofaso

        over 2 years ago #

        Hi Edward,

        You're welcome, hope you come to a confident decision in the end. Definitely see your concerns.

  • AA

    Anuj Adhiya

    over 2 years ago #

    Boy, it's never easy huh?

    Not sure I have any answers but I do have a couple of follow up questions to understand the issue some more:

    a. would you consider yourself to be in "competition" with HS/GrowthHub in any way?
    b. in what ways do you believe there may be confusion between you and HS/GrowthHub?

    • EF

      Edward Ford

      over 2 years ago #

      Haha, exactly Anuj. At least it keeps things interesting...

      But yeah, here are the answers:

      a) No, we're not in direct competition. We're a marketing agency called Advance B2B (and a HubSpot Diamond Partner) and we work with B2B SaaS companies to help them scale up. At the heart of our own marketing is The Growth Hub, which is where we have our blog, podcast and other content. So in short, we're not competitors but actually partners.

      b) HubSpot's growth hub is not competing with us in offering, but since we're in the same field (marketing and growth) then there could be confusion between the two brands (there are other "growth hubs" online but they operate in different spaces). And the other concern is that when people are looking for us through search we'll be harder to find since HS can swoop in and outrank us on branded (and non-branded) search, hence leading to possible confusion.

      This is a bit of a tough one. Any thoughts? :)

  • MC

    Marco Cardillo

    over 2 years ago #

    Well, on the other side you'll probably get much more organic traffic from users searching for Growth Hub and landing on your site instead of Hubspot's.

    Honestly I can't solve your worries, but I'd wait to see the first consequences of this name conflict before to change anything...

    • EF

      Edward Ford

      over 2 years ago #

      Thanks Marco, this is a good point. The best thing might be to wait and see what happens to our organic search traffic and then make a decision rather than rush into something too quickly. We discussed this quite a bit earlier today and while we see an opportunity to benefit from the increased search within our target audience we're also quite worried that we'll get quickly outranked by HubSpot and their DA clout.

  • AA

    Anuj Adhiya

    over 2 years ago #

    And input from @dan_shure on Twitter as well for everyone's benefit: https://twitter.com/dan_shure/status/986994174208696321

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