When comparing Hatch and Marketing Pro, it's clear that both platforms excel in different areas of sales and marketing. To understand how each platform serves its own unique purpose, this post dives into the key differences between the two in the areas of:
- AI
- Audience targeting
- Campaign automation
- Usability
- Reporting
Overall takeaway
- Marketing Pro is primarily focused on one-to-many marketing and lead generation strategies; but also has some one-to-one capabilities like review responses.
- Hatch is primarily focused on the one-to-one sales and conversion strategy, but also has one-to-many marketing campaign capabilities.
Hatch vs Marketing Pro
AI
Main idea: Hatch provides conversational AI, whereas Marketing Pro’s AI focuses on predictive and prescriptive features.
- Hatch AI is conversational AI, in that you can build AI CSRs that interact with your customers—to qualify leads, book appointments, follow up on appointments, and perform other level one interactions.
Your bots are are fully customizable via CRM, business profile, scripts, and rules to ensure accuracy and brand alignment. They also integrate with the ServiceTitan calendar for hands-free booking.
- Marketing Pro also offers some great AI features, but they are of the predictive and prescriptive type, including their Ad Optimizer for Google Ads, a review response and email content generator, and an AI-powered audience builder. Only Contact Center Pro has virtual agents.
Hatch AI CSRs can handle lead qualification, appointment booking, and other level-one interactions.
Audiences and targeting
Main idea: The differentiator here is that Hatch enables Speed to Lead.
Hatch and Marketing Pro both enable you to use ServiceTitan data to create targeted campaigns based on trigger events and behaviors, such as:
- Unsold estimates
- Recent cancels
- Expiring memberships
- Aging equipment
- Idle accounts
- New customers
- And more
However, only Hatch allows you to do Speed to Lead campaigns, which are made possible through native integrations with lead sources like Angi, Google LSA, Yelp, Thumbtack, and more.
Campaign automation
Main idea: Hatch is focused on one-to-one messaging sequences while Marketing Pro is geared for one-to-many marketing blasts.
- Hatch is focused on personalized, one-to-one communication for building individual relationships. You can employ multiple channels (email, text, voice) for one campaign (such as speed to lead or estimate follow-up), and you can automate a series of messages to send out over several days until the contact responds.
Hatch also supports one-to-many marketing blasts, but the above is its primary focus.
- Marketing Pro is focused on one-to-many communication for building brand awareness, using multiple channels (email, direct mail, and text) but for disparate campaigns (such as an email marketing campaign to promote a special and a text campaign to ask for reviews). It does not support multi-channel, multi-day follow-up functionality within one campaign or objective.
- Another way to understand this difference is in the templates offered. Marketing Pro provides visually appealing design templates for emails and post cards, based on design best practices; while Hatch provides campaign verbiage templates for outreach and follow-up, based on sales communication best practices.
With Hatch, you can create campaigns that reach out over multiple channels across multiple days, to maximize response rates.
Usability
Main idea: Hatch offers customizable workspaces for organized communication management, while Marketing Pro’s texting feature is not fully integrated with the CRM.
- With Hatch, you can separate all of your initiatives out into different workspaces. For example, you may have different workspaces for new lead outreach campaigns vs sales follow-ups, for plumbing vs HVAC, or for different locations. Also, all correspondence with a contact is collected into one card, which you can drag and drop into columns in accordance with your pipeline stages. This makes it easy to organize and manage conversations at scale.
- Customers who have switched from Marketing Pro note that the texting function in Marketing Pro is cumbersome and hard to organize, and the thread is accessible via a separate interface from the CRM.
Hatch's card-and-column-style interface allows you to manage high volumes of conversations.
Reporting
Main idea: Hatch emphasizes sales and lead attribution metrics, whereas Marketing Pro focuses on marketing performance metrics.
- Hatch reporting includes both bot and human performance metrics such as message volume and response times; as well as sales-oriented metric like appointments, sales, and revenue. You have the ability to break down by channel, campaign, or workspace. For example, you can compare speed to lead vs estimate follow-up performance, or Angi vs Thumbtack campaign performance. Lead source attribution is a strength.
- Marketing Pro reporting is focused on marketing performance metrics, such as open rates and click-through rates for emails and ads. Channel attribution is a strength (Google Ads ROI, for example). And of course, ServiceTitan CRM comes with its own robust data and revenue tracking features.
Wrap-up
Hatch and Marketing Pro cater to distinct business needs: Hatch excels in personalized, one-to-one sales interactions and seamless lead engagement, while Marketing Pro offers robust marketing tools for brand awareness and campaign optimization.
By understanding the strengths and limitations of both platforms, you can choose the solution that best aligns with your communication goals and marketing strategies, whether that's building individual customer relationships or executing broad-reaching marketing campaigns.