SINGAPORE – 06 December 2022 – HubSpot, the customer relationship management (CRM) platform for scaling companies, announced the findings of a research report, conducted by YouGov, on the efficacy of WhatsApp as a direct channel to reach customers in Singapore. 

HubSpot also announced its native integration for WhatsApp is now available to all Marketing Hub and Service Hub customers at the Professional tier and above. WhatsApp has become the world’s most popular messaging platform, supporting more than two billion users around the world. With HubSpot’s integration, teams can connect an existing WhatsApp business account as a messaging channel to their shared inbox to communicate with prospects and customers, while also leveraging powerful data within HubSpot’s CRM.

When compared to pre-pandemic days, 57% of Singaporeans reported they have increased their purchases via mobile phones for both personal and business use. When making these purchases, 61% of Singaporeans say they prefer to use WhatsApp when inquiring about a product or service from a business over other conversational messaging platforms.

The study also found that 67% of Singaporeans prefer using WhatsApp to communicate with businesses as they find it convenient and already use it in their day-to-day life respectively. Over half of these Singaporeans (53%) said it saves them time to start and continue a conversation via WhatsApp compared to other channels. 

“Today, consumers expect brand experiences to be highly personalised, delivered via the channels they prefer, and to receive real-time answers. In Singapore, WhatsApp has clearly emerged as the platform of choice for consumers, and this presents an enormous opportunity for businesses to be more immediate with how they engage with prospects and customers, adapt to their preferences, and stand out from the competition,” said Kat Warboys, Marketing Director, APAC at HubSpot.

“In another study, we found that almost all marketing leaders in Singapore unanimously agree that they are facing challenges to business growth and are seeking new avenues of growth at a time when marketing budgets are being streamlined. WhatsApp presents new opportunities to reach digital-first consumers in personalised and cost-effective ways amid uncertain times,” said Warboys. 

WhatsApp for Business a Dynamic Tool for Customer Relationships and Lead Generation 

As per the current study, over eight in ten (83%) of Singaporeans said that they are likely to enquire for information over WhatsApp for personal product use, while three quarters (76%) of Singaporeans said they would enquire about company products. When trying to directly reach a brand, 57% of Singaporeans felt that they prefer to use WhatsApp when seeking customer support. 

The WhatsApp integration is the latest development in HubSpot’s commitment to building a CRM platform that helps businesses create more connected, seamless customer experiences. 

Customers are digitally drained, and communication channels are oversaturated. That, paired with economic uncertainty, makes it more important than ever for businesses to leverage existing tools to communicate with customers whenever, and wherever they want. With the integration, marketing and customer service teams can:

• Better and more quickly communicate with customers by tracking all customer conversations in one unified location.
• Connect with customers using their preferred medium – whether that’s text, images, or videos – all from within HubSpot.
• Deliver a seamless service experience by leveraging HubSpot’s shared inbox, which gives teams a comprehensive view of each customer’s conversation history.
• Automate and personalise messages, encouraging a two-way conversation and ultimately building more human connection with customers at scale.

"Parents play a significant role in bringing out the best in their child. We are committed to supporting them in this journey and therefore invest in providing a meaningful, personalised, and delightful experience every time they interact with us. This translates to responding to them quickly and engaging them when and where they want. In this region, WhatsApp has emerged as a preferred communication channel for our parents. We are excited to roll out the HubSpot and WhatsApp integration to serve our families better and be able to track all conversations in one unified location,” said Bipasha Minocha, Group Chief Marketing Officer at EtonHouse International Educational Group.

The WhatsApp integration is the latest native integration for HubSpot, joining a group of more than 150 applications built in house. For more information on the integration, including specifics on features, pricing and packaging, visit HubSpot’s product page.

About HubSpot

HubSpot (NYSE: HUBS) is a leading customer relationship management (CRM) platform that provides software and support to help companies grow better. The platform includes marketing, sales, service, operations, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, nearly 160,000 customers across more than 120 countries use HubSpot’s powerful and easy-to-use tools and integrations to attract, engage, and delight customers.

Named Glassdoor’s #2 Best Place to Work in 2022, HubSpot has been recognized for its award-winning culture by Great Place to Work, Comparably, Fortune, Entrepreneur, Inc., and more. HubSpot was founded in 2006 and is headquartered in Cambridge, Massachusetts. The company’s thousands of employees work across the globe in HubSpot offices and remotely.

###

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1021 adults. Fieldwork was undertaken between 14th - 15th November 2022. The survey was carried out online. The figures have been weighted and are representative of all Singaporean adults (aged 18+).