What is HubSpot?
Industry Specialties: Serves all industries
HubSpot provides a cloud-based platform built around inbound methodology and designed to help businesses be more customer-centric. It offers a free CRM package along with marketing, sales, service and CMS hubs, which can be deployed individually or together for full flexibility and scalability.
Timeline segmentation provides users with an overview of their prospect’s journey from the attraction stage to closing. Additional capabilities include funnel automation, lead targeting, analytics and reporting, email templates and more. It caters to small businesses but has paid versions robust enough to support the needs of larger organizations.
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Benefits and Insights
Why use HubSpot?
Key differentiators & advantages of HubSpot
- Built Around Inbound: The platform is designed to attract leads and nurture them with helpful information and inbound best practices, all at the push of a button.
- All-in-One Software: Managing every aspect of customer relationships is seamless with an integrated suite that has all the tools necessary to engage with leads and customers at any stage. This provides users with a cohesive experience, process alignment and holistic data.
- Free CRM: Users with less extensive needs, such as small businesses, can leverage HubSpot’s capabilities to enhance and grow their company without spending a dime. The free forever offering includes sales, marketing and service tools in addition to foundational CRM features. It supports unlimited users and can store up to a million contact records.
- User-Friendly: HubSpot sports an intuitive UI and provides no-code tools, making it easy to leverage for users of any technical ability.
- Better Organization: The system helps keep teams and data more organized. Managers can use hierarchies and partitioning to focus each team member in the right area and ensure they have the most appropriate content. The software’s all-in-one structure centralizes data under one umbrella, with tools that make it much simpler to track and update information.
- Full Scalability: The platform supports business growth at any stage. Users can deploy the free toolsets and add premium features as they go, all within a single ecosystem.
- Salesforce Integration: Users can achieve a seamless marketing and sales strategy by setting up two-way sync between their HubSpot and Salesforce databases. This lets them deliver insights to Salesforce for sales activities and pull relevant information back into HubSpot to enhance marketing efforts. The integration doesn’t require technical setup and is supported by a team of HubSpot engineers.
- Free Website Insights: Companies can optimize their website by using the free website grader found on HubSpot’s website. It determines website strengths and weaknesses, and then offers free improvement tips.
- Generators: This group of tools, also located on the HubSpot site, is perfect for users who are busy or want creative or strategic direction. It can generate blog topics, build buyer personas, craft email signatures and suggest invoice templates. Users can also go through a step-by-step process that produces a marketing plan based on their company and needs.
- Prospect Journeys: Users can easily track prospects from the attraction phase of the buyer’s journey to the closing stage. This visibility provides a high-level overview of where leads are coming from and where they’re going afterward.
HubSpot is a leader in the digital marketing space, specifically inbound marketing, and serves over 78,700 customers across more than 120 countries. It’s been deployed by companies across various industries, though it’s particularly favored by marketing agencies that provide inbound strategies for their clients.
- Pipeline Management: This feature reduces data entry through auto-populated data and grants control over pipelines so users can configure the software based on how they work. User-friendly edit tools alongside a drag-and-drop interface simplify the entire management process. Quick access to key metrics is available with a sales dashboard.
- Lead Management: With access to data-rich profiles in one location, users can perform CRM activities without the hassle of reconciling different data sets and gain full visibility into contacts. Capabilities include lead segmentation, contact activity history and tasks.
- Messaging: The platform facilitates better internal and external communication, promotes strong customer experiences, supports lead generation and enables more timely follow up. Facebook Messenger, a customizable live chat widget, shared email and a chatbot builder are the key tools offered.
- Conversations Inbox: This feature provides context, alignment and transparency for marketing, sales and service team members through a team-wide inbox. As a central hub for communicating with prospects, leads and customers, it aids cross-functional collaboration, and routing rules deliver emails to the most relevant team or member. This provides customers with a seamless experience no matter what stage they’re in.
- Contact Activity: Users can gain deeper insights by leveraging analytics that show website interactions. The feature can track form submissions, page visits and more.
- Marketing Automation: Users can easily create drip campaigns and set up workflows of varying complexity using visual, code-free tools. Goals can be assigned to each workflow so it’s clear whether emails are performing as desired. Additional time-saving automations include bulk data updates, internal notifications and lead handoffs from marketing to sales.
- Blogging and SEO: Users can enhance organic web reach and boost page rankings with built-in automatic SEO advice and optimization tips. With a built-in blogging platform, users can create, publish and edit content without switching to another tool.
- Landing Pages: Without needing technical skills, users can build branded landing pages that are responsive and optimized for mobile with just a few clicks. They can automatically alternate content based on visitor info including stage, source and location. It offers testing for multiple elements — such as CTAs and headlines — to refine conversion.
- No-Code Forms: Users can quickly and easily create web forms using simple drag-and-drop features. Extensive form fields and field types offer configuration options to ensure users capture the information they need.
- Analytics: Pre-built reports and dashboards aid better decisions by providing visibility into critical business metrics. Users can measure everything from web traffic and conversion rates to email performance. Robust capabilities let users view data at a high level or drill into details.
- Ads: This feature enhances advertising by serving up content to users based on their stage in the buyer’s journey, with segmentation that provides greater targeting precision. Insights reveal how ads impact contacts across their journey to promote informed decisions. The system also lets users manage marketing campaigns and ads in the same place, as well as automatically sync lists between HubSpot and ad channels.
- Social Media: Enabling greater reach and engagement, the software allows tracking of brand mentions and engagement, with premade reports that measure ROI. Users can also publish to social platforms directly from HubSpot, either manually or via scheduled posts.
- Account-Based Marketing This feature facilitates collaboration between sales and marketing teams to minimize complexity and strengthen outreach efforts. Templates simplify setup and AI-based suggestions point users to the best accounts. It offers an integration with LinkedIn Sales Navigator, an account overview and a sales playbook to deepen relationships with account stakeholders. A reporting dashboard makes it easy to track milestones and determine the most valuable accounts.
- Automated Workflows: Users can save time by streamlining tedious activities such as deal and task creation, as well as lead rotation.
- Email Sequences: This set of tools eliminates manual tasks so users can focus on work that moves the needle. It lets users build customizable follow-up sequences that can then be measured based on opens, clicks and replies to optimize and scale efforts.
- Lead Scoring: Leveraging this tool allows sales teams to turn more leads into customers and drive better results. It predicts the hottest leads so users can prioritize them accordingly.
- Calling: Sales reps can increase productivity on selling activities with browser-based click-to-call and automatic call logging. Contact priority shows reps the best order in which to call contacts.
- Meetings: This feature reduces time spent on scheduling meetings by letting prospects book a time automatically. It supports group and round-robin links, and it syncs with Office 365 Calendar and Google Calendar. Any time someone schedules a meeting, the software populates a new profile.
- Help Desk: Customer issues can be captured via the system’s ticketing tool, and easily managed and tracked from a single dashboard. Priority assignments help support agents focus on the most pressing cases.
- Automation: Users can put ticket routing and escalation on autopilot. The system can also automatically create tasks and trigger emails or notifications upon receiving customer feedback.
- Knowledge Base: This feature helps support teams reduce their workload. Using common tickets and customer questions, they can create articles that let customers find information on their own.
- Surveys: Users can capture customer sentiment using ready-to-go surveys, reporting that helps the service team improve the level of support clients receive. Multiple survey types — Net Promoter Score (NPS), Customer Effort Score (CES) and customer satisfaction (CSAT) — help capture information based on goals.
- Drag-and-Drop Builder: This feature saves users the hassle of coding or developing pages from scratch with a user-friendly interface. Access to site themes further simplifies and streamlines the design and deployment process.
- Adaptive Testing: Built with machine learning, this feature lets users test a maximum of page variations to optimize for performance. Elements that can be tested include media, content and layout.
- Multi-Language Support: Good for reaching a global audience, this feature enables web pages to display content in different languages. Point-and-click tools make the translation process easy.
- App Integrations: The platform’s capabilities are easily enhanced with access to free and premium third-party CMS apps. Integrations include Google Search Console, Wistia, Typeform, HotJar and CoSchedule.
- Developer Tools: The software provides robust features that enable deep customization. Developers can build databases that support dynamic content, control versioning, leverage themes, receive code alerts and insert interactive elements without needing server functions.
- IT Tools: The CMS module enhances site security and deliverability. Features include activity logs, a standard SSL certificate, a content delivery network, performance monitoring, SSO and more. HubSpot also provides a security team that monitors the site 24/7.
User feedback suggests the following shortcomings of HubSpot at the time of this review:
- The price for premium versions is expensive, especially for small businesses.
- Some users found the system complex or confusing, with tricky navigation and a lot of information to keep track of and orchestrate.
- The software presents a steep learning curve.
- Scheduled emails don’t always send when designated and there’s no way to respond to emails using a mobile device.
- The reporting and analytics tools aren’t robust enough for some needs. They don’t provide the ability to deeply analyze data, particularly measuring email performance at a more granular level.
- The platform lacks an auto-save feature, causing users to lose information at times.
- Third-party integrations could use improvement (e.g., Salesforce, Slack, Asana, Gmail, Outlook).
- Users found the knowledge base lacking. For example, it doesn’t offer multiple multi-language support.
- The amount of customizations that can be made to the code is limited, particularly for forms and the knowledge base.
- Duplicate information is sometimes found, making it difficult to keep data organized.
- Service Hub doesn’t offer a way for customers to view tickets.
HubSpot Suite Support
HubSpot offers many support options and tiers. Customers using the free plan have access to a knowledge base and eLearning courses and platforms. Professional and Enterprise customers receive additional support as described below.
mail_outlineEmail: Email support is available, but only to paying customers.
phonePhone: HubSpot offers phone support to all paying customers. Users can dial 1-888-482-7768 x3 to get in contact with support technicians.
schoolTraining: Free, in-depth, self-service training is offered by HubSpot for its products and techniques. Community help is also available for users to browse through.
local_offerTickets: For $650 per month, customers can have access to a single point of contact for technical problems. This service must be purchased alongside a professional or enterprise product subscription.