Mastering HubSpot Integration | Selim Maalouf from Unlimited Tech Solutions

Rick Veronese: Pathmonk is the AI for website conversions. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by more than 50%. Add Pathmonk to your website in seconds. Let the artificial intelligence do all the work. Increase conversions by more than 50% while you keep doing marketing as usual. Check us out on pathmonk.com. All right, welcome to today’s episode. Let’s talk about today’s guest. We have Selim Maalouf from Unlimited Tech Solutions, who’s a HubSpot Integrated Partner Solutions provider. So good to have you on today’s show, Selim.

Selim Maalouf: Thank you for having me, Rick.

Rick Veronese: So that everyone listening can get a good understanding of what you guys do, I’ll have a few questions coming your way, Selim. So in your own words, can you tell us what the heart of your company does and how you would describe it to someone new?

Selim Maalouf: Yeah, Unlimited Tech Solutions is an elite HubSpot Solutions partner that is focused on integration projects and connecting disparate systems to HubSpot. We’re focused on enabling HubSpot’s customer platform. Even though we are a HubSpot Solutions partner, our approach is kind of platform agnostic. So we always go for the best integration path and not necessarily HubSpot all the time. This is us in a nutshell and kind of embodies our thought process on how we approach integration projects.

Rick Veronese: Okay, very cool. So I’m curious, what type of businesses or industries do you feel you’re able to serve the best? And specifically, what’s the core problem you solve for them? What can they expect when they come to you?

Selim Maalouf: Yeah, of course. While HubSpot’s customer platform is really powerful and can serve a lot of industries, we’ve had the most success in field service, manufacturing, and interestingly enough, I used to be an industrial engineer before I went into the HubSpot world. A lot of big enterprises have large moving parts, big legacy software, and giant ERPs that have been running for decades. They encounter the problem of wanting to adopt a modern CRM like HubSpot, but their stack is disconnected. We focus on making sure the stack is connected, either through direct integrations, off-the-shelf integrations, or iPaaS solutions. We have our own custom iPaaS solution called Korana that we run most of our integrations through. Anytime you have a tech stack that is not connected, we help you connect it to have your data in one place.

Rick Veronese: All right, that’s very helpful. In fact, anytime I speak to someone who uses HubSpot, sometimes they are a little bit overwhelmed. So I guess my question would be, what’s your main piece of advice for someone who has identified HubSpot as the solution to use for their marketing and sales, but it’s not quite clear on where to start?

Selim Maalouf: Yeah. One thing I should note is that if you’ve explored HubSpot in the past, say three or four years ago, HubSpot has changed completely within the last two years. You might think HubSpot is that “expensive marketing platform.” It’s not that anymore. It went from a marketing platform to a multi-hub suite of software to now a customer platform that enables you to connect everything to it. So when you’re thinking about HubSpot, don’t start from the point of it being just a marketing automation platform. HubSpot is not just that. It includes, in my opinion, the best marketing automation platform, but it’s much more.

So when you’re thinking about HubSpot, consider it as a near customer data platform that gives you a 360-degree view of what’s happening with your customers. Yes, it can be overwhelming with all the tiers, pricing, and integrations, but the best first step would be to reach out to a partner that understands your industry and needs. We specialize in meeting challenges and connecting tech stacks seamlessly. However, we are not a RevOps consultancy. Our role is more about enabling your tech stack and connecting it together.

Rick Veronese: Very good. That’s helpful advice. Speaking of your website, how important is it when it comes to attracting clients? Do you feel it has standout strengths or maybe areas that could be improved?

Selim Maalouf: We operate in an interesting industry. We are a software partner attached to a specific software platform. Most of our go-to-market strategy has been through referrals and word of mouth from HubSpot sales reps. We’ve had explosive growth because of that. However, we know things can change, so we’re working on upgrading our website and reworking our messaging. Looking at our analytics, about 5% of our revenue comes from the website. But I’m personally working on changing that.

Rick Veronese: Okay, fair enough. So, is there anything you’ve learned about what makes a converting website? Any tools, tips, or methods you’d recommend?

Selim Maalouf: Yes, absolutely. One framework I highly recommend is “They Ask, You Answer” by Marcus Sheridan. It’s a fantastic approach for creating modern content marketing. The framework emphasizes having the “Big Five” pieces of content on your website: cost, downsides of your product, comparisons to alternatives, reviews, and the best solution for a problem. This content helps convert website visitors into leads.

Another important element is creating a learning center on your site—a single destination for articles, videos, guides, case studies, and tools. Additionally, leveraging a dynamic CRM like HubSpot to customize website experiences based on user data is crucial. But you need to strike a balance to avoid coming off as creepy.

Rick Veronese: That’s great advice. Shifting gears, you recently attended Inbound 24. What was that experience like?

Selim Maalouf: Inbound is a no-brainer for anyone in the HubSpot ecosystem. It’s clear that HubSpot is making a big push into the enterprise market. While AI stole the spotlight at the event, their work on connectivity and platform enhancements is what really stood out to me.

Rick Veronese: Let’s talk about you as a leader. What does a typical day in your role look like?

Selim Maalouf: My role is a mix of marketing and pre-sales solution architecture. I create long-form content, repurpose it, and handle marketing campaigns. On the pre-sales side, I dive into API documentation and provide solution insights to our sales team. It’s a dynamic balance, and I enjoy it.

Rick Veronese: That’s fantastic. Let’s wrap up with our rapid-fire questions. You ready?

Selim Maalouf: Ready.

Rick Veronese: What’s the most recent piece of content you consumed and why did it stick with you?

Selim Maalouf: Chris Walker’s content from Refine Labs. It’s always insightful.

Rick Veronese: If there were no limits with technology, what’s one thing you’d love to solve?

Selim Maalouf: A video editor that can instantly create exactly what’s in my head.

Rick Veronese: If you could automate one repetitive task, what would it be?

Selim Maalouf: Automating transcript analysis to identify the most valuable snippets.

Rick Veronese: What advice would you give your younger self as a marketer?

Selim Maalouf: Start being active on LinkedIn earlier and don’t stop.

Rick Veronese: Great advice. Finally, if someone forgets everything from this interview, what’s the one thing they should remember about your company?

Selim Maalouf: HubSpot is more than just a CRM or marketing tool—it’s a platform to build your entire company’s operations on. We’re the best partner to help you do that.

Rick Veronese: Amazing. Thanks, Selim. Have a good one.

Selim Maalouf: Thank you, Rick.