Chapters

Introduction

Curious about HubSpot? We’re taking a deep look at the history, culture, features, implementation, marketing, sales, and service hubs for those who are searching for more information about this one-of-a-kind content management and customer relationship tool.

There are literally thousands of articles, blogs, eBooks, whitepapers, and reviews written about HubSpot, it’s sales, marketing, service, and website division—just on Hubspot alone, not to mention its brand partners! Sifting through all that information takes far too much time. Hub Masters wanted to provide an all-in-one, comprehensive guide for those who are trying to determine what HubSpot is all about, how it can help them, and what it can do.

Maybe you know just a little bit about HubSpot. Maybe you know quite a lot! Either way, you likely already know that HubSpot is a strong contender for any organisation looking for an all-encompassing, inbound-focused platform for your content and customer relationship management. Do you need a developer? Can you connect your HubSpot platform with your existing applications? How secure is it compared to other content management systems? This guide is designed to help you filter through all the information about HubSpot to determine whether it’s the right fit for your company or organisation.

What to Expect

We’re breaking down the nuts and bolts of how HubSpot works, as well as taking a look at the larger picture and overarching themes so you can see how it can help your organisation to grow as well as how it will impact your day-to-day operations.

We’ll be covering:

  • The history, ethos, and concept behind HubSpot
  • What HubSpot is engineered to do, and how it can integrate with your choice of applications
  • The idea behind inbound marketing and how HubSpot was designed to do just that
  • HubSpot’s content management system (CMS)
  • The Marketing, Sales, and Service Hubs
  • The details of implementing HubSpot

What is HubSpot?

Just who are the people behind HubSpot, and what have they created as a team?

HubSpot: The Company

Currently, there are nearly 3,400 employees powering the HubSpot platform, and collectively, the company has made impressive headway since its inception in 2006. Considering the company grew from just its two founders, Brian Halligan and Dharmesh Shah when they met at MIT to its 3,400 employees today, the company knows a little something about growth. In 2020, HubSpot reported 883 billion USD earnings for the fiscal year (the majority of which came from user subscriptions)—an impressive increase of 31 percent year-over-year from 2019.

And? Employees love working for Hubspot. Based on information collected through the Glassdoor Employees’ Choice Awards, HubSpot was voted the number one, best place to work in 2020. Maybe it’s because HubSpot has 11 different locations in countries all over the world including Germany, Ireland, Belgium, France, Japan, and the US, and allows its employees to work remotely? Whatever it is, HubSpot wants its employees to focus on the impact of their work, not where and when they do it. 

Riley Stefano, HubSpot’s Culture Content creator describes the expectation of HubSpot employees and company culture this way:

“Our culture is built on the belief that the way people work and live today has changed and a lot of that is instilled in how we walk the walk on flexibility and remote work," she says. "We want our employees to build their work around their lives, not the other way around."

The Company Ethos

HubSpot’s whole focus is centered around one major idea: They want to help companies manage sales and marketing, nurture leads through the buyer’s journey. All of this is accomplished through the idea of inbound marketing.

Fifty-eight percent of companies with a clearly understood and articulated sense of purpose experienced growth of 10 percent or more, compared to only 42 percent of companies that don’t prioritise purpose. The folks at HubSpot understand that purpose matters, and they are firmly committed to their progress-oriented Culture Code, serving both an organisation’s customers and the employees that power the company. 

What does HubSpot rank as their most important guiding principle? They chalk their success up to developing a company ecosystem that unites software, education, and community to promote the growth their businesses are seeking.

HubSpot believes that every company has a culture, and that it can be curated purposefully to foster a positive environment based on progress—that’s what sets HubSpot apart, and you can feel it on every page of their site, in all of their correspondences, and in the work they do.

According to the company itself

“HubSpot culture is driven by a shared passion for our mission and metrics. It is a culture of amazing, growth-minded people whose values include using good judgment and solving for the customer. Employees who work at HubSpot have HEART: Humble, Empathetic, Adaptable, Remarkable, Transparent.”

A Brief HubSpot History

While HubSpot is a marketing and website platform giant now, they haven’t always been. Brian Halligan and Dharmesh Shah, co-founders of HubSpot met while they were mere graduate students at MIT, and launched the company in 2006. Now CEO and CTO of the CRM platform, Halligan and Shah coined the term “inbound marketing” back in their MIT days, and wanted to use their freshly-minted inbound principles to build a new content management platform and a brand new way to support the way people do business. 

Halligan and Shah saw a unique problem and opportunity: The problem? The way humans buy things has shifted considerably. Today, you need to create a customer experience that exceeds the competition instead of clinical, pushy, or purely transactional process. 

The two founders saw this as an opportunity to help organisations grow better.  What they discovered? Customers no longer want “interruptive bids for their attention,” Think about it—all the ads and posts we no longer want to see? We’ve just gotten really good at ignoring them! 

Inbound marketing was founded on this idea, that instead of interrupting or harassing potential customers, that they are looking for someone to help them.

HubSpot: The Platform

HubSpot isn’t merely a plain old content management system like some other software available on the market today; it’s an entire suite of tools that work as a full customer relationship management (CRM) platform, and it all functions together to help companies and their customers and clients grow better and faster than ever before. 

It’s like getting a whole toolbox full of tools to build a house instead of just a hammer and nails. 

HubSpot was designed to help marketing, sales, service, and operations teams achieve their goals by empowering users with paradigm-shifting actions like:

  • Increasing website traffic
  • Nurturing relationships
  • Connecting quickly with leads
  • Generating new leads
  • Driving conversions
  • Converting customers into lifelong brand promoters

The game-changing idea behind HubSpot is that an entire organisation works from a singular database and system of record. Every team has shared access to the information in HubSpot, which allows for smoother handoffs between teams for a much better experience for customers. Plus? It’s a whole lot easier to use than other CMS platforms out there. 

What all does HubSpot have to offer?

For starters, it boasts an exceptional content management system with easy-to-implement, drag-and-drop functionality and practically no coding knowledge necessary. It comes loaded with interactive web apps and functionalities like chat, forms, and bots.

But where many CMS platforms end is only the beginning for HubSpot. HubSpot is also stocked with all kinds of marketing features like blogs, videos, email marketing campaigns, smart content, landing pages, CTAs, A/B testing, other SEO features, and intensive reporting and analytics, as well as full, robust sales, marketing, and service hubs to support the work of each team in your organisation.

This includes features like:

  • A sales hub with email tracking, task automation, pipeline management, deal forecasting, productivity performance, and more
  • Other service-based communications, task and ticket automations, time-to-close reports, and more

Who is Using HubSpot?

When it comes to determining which organisations are using HubSpot, the better question might be, “Who isn’t using HubSpot?” Its use as content and customer relationship management system is prolific and widespread. 

Today, there are over 132,000 companies making use of the HubSpot platform. Generally, HubSpot is used by companies that range in size from 10 to 50 employees, but there are plenty of examples of organisations with just a handful of employees using HubSpot up to corporations that manage 1,000 employees and beyond. 

Most organisations using the platform earn between $1 million and $10 million USD, but again, there are still countless examples of companies with smaller annual earnings and some that earn over $200 million annually, and beyond. 

HubSpot was founded in the United States, but their reach has already extended to many other countries. Forty-five percent of organisations using HubSpot are located in the U.S. Companies heralding from the U.K. make up 8 percent of HubSpot users. 

There isn’t just one kind of company that HubSpot serves either. Because of all the features and functionalities that the platform offers, as well as its ease of use, HubSpot serves a great fit for many different industries including:

  • Computer software
  • Marketing and advertising
  • Information technology and services
  • Healthcare and hospital organisations
  • Retail
  • Construction
  • Education management
  • Financial services
  • Internet
  • Real estate

What Does HubSpot Do?

You may have heard of HubSpot, but what is all the fuss about? What does it do? Is it a CRM? A sales tool, or something else? Read on if you're not sure.

So, What does HubSpot Do? Perhaps the better question is, “What doesn’t HubSpot do?” With robust support for sales, marketing, and service teams, HubSpot eliminates the hassle of managing a whole host of platform systems and tools that many organisations rely on. 

Instead? HubSpot is an all-in-one, out-of-the-box solution that handles all the moving parts associated with the inbound marketing process and transforms it into a single, streamlined process from lead generation to lead nurturing, conversion, and support. 

And if there happen to be a few features HubSpot doesn’t offer? There’s an integration to make it happen.

Integrations

You shouldn’t have to stop the work you’re doing on one platform only to have to translate it into the next. This cuts into productivity and can lead to unfortunate and costly mistakes.

HubSpot integrations are helpful when toggling between software and applications, which wastes time and resources. The CRM platform enables companies to connect software to the applications they already know and love so tasks are done faster and more efficiently. Information and data exist in a central location without any manual entry, even when the applications don’t come as part of the original software suite.

Integrations help you connect HubSpot software to third-party applications. They share information to make the most of both the software and application.

These integrations are like an all-access pass. They help you achieve a wider range of tasks and enhance your functionalities as your organisation grows. They are helpful for virtually every organisation of any size and in any industry.

Integrations can be found in the HubSpot App Marketplace and are implemented through “bridges” called application programming interfaces, or APIs for short. 

Popular integrations include:

  • Facebook Ads
  • AdRoll
  • Instapage
  • MetaData
  • Databox
  • Beacon
  • Slack
  • Zendesk
  • LiveChat
  • Shopify
  • Liveform
  • Magento
  • MailChimp
  • Privy
  • EventBrite
  • WordPress
  • Unbound
  • SurveyMonkey
  • ...and many, many more

Inbound Marketing

This buzzword gets tossed around a lot these days, but HubSpot is the organisation that understands what it’s all about. After all—they created it.

Why is HubSpot so different from other hosting platforms and CMS solutions?

It really boils down to their full integration of inbound marketing. On its website, HubSpot defines inbound marketing as:

“Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them. While outbound marketing interrupts your audience with content they don’t always want, inbound marketing forms connections they are looking for and solves problems they already have.”

Essentially, inbound marketing is all about building meaningful, lasting relationships instead of just a transactional one, which is a much more fulfilling experience for customers and employees alike!

The inbound methodology has three principal pillars: Attract, Engage, Delight.

HubSpot-Inbound-Methodology

HubSpot uses these principles to guide everything they do—including the creation and use of their flywheel concept. Their thought is that if they attract and engage with prospective customers rather than seek them out, the customer-company relationship is a far better one, and one that’s far more likely to delight and build lifelong business relationships.

The Flywheel Concept

How do these principle tenets fit with the flywheel concept—and what exactly does “flywheel” mean?

The flywheel is a business model defined by HubSpot that demonstrates the way your organisation can build momentum when you prioritise and deliver exceptional customer service. You spin and build momentum by investing in strategies to acquire and maintain customers. The flywheel is a direct reaction to the sales and marketing funnel, which proposed that then you market to specific groups of customers, you convert them into sales. 

Compared to the funnel, which doesn’t foster growth or momentum, the flywheel is all about building upon what you’ve created. 

The idea here is that anything that slows your flywheel creates friction. In the business world, this friction typically happens when one team hands off a customer to the next team, like is often the case when marketing teams pass new leads onto the sales teams. This lack of friction emphasises alignment and communication between teams to build momentum in your flywheel. 

With an inbound methodology, your marketing, sales, and service teams can add momentum without adding friction. Once you attract customers and continue to engage and delight them, they will also help keep your flywheel spinning by promoting your brand and bringing new customers to you.

The Buyer Journey

Whether we realize it or not, we experience the buyer journey as consumers nearly every time we make a purchase. As sales and marketing teams, it’s helpful to understand this buying journey and how it can impact the customers you work with on a daily basis.  

Except for impulse purchases, an individual begins their buyer journey in the unaware stage, until they experience some kind of triggering event that changes their situation; when they realize a need.  Consumers go through three stages of the buyer journey:

  1. The Awareness Stage
  2. The Consideration Stage
  3. The Decision Stage

Having a complete understanding of your audience and what they need or relate to at each stage will help ease them through the buyer’s journey. Marketers can then build a documented content strategy to map content to connect with consumers at each stage of the buyer journey. When we consider the buyer journey, it’s a much smarter, more efficient way to connect with consumers—by meeting them where they are.

How does this buyer journey tie in with what we already know about inbound marketing? Pairing these two principles together, organisations can create a pretty powerful combination. When applying this buyer journey to the principles of “attract, engage, delight,” content marketing might look something like this:

  • Attract: Blogging, search engine marketing, social media
  • Engage: Email, retargeting, social media, outreach
  • Delight: Email, retargeting, knowledge bases, live chat, loyalty programs

The Benefits of Personalisation

We all love individualised attention. It’s the same reason we feel more important or connected to a topic when the person we are talking to continually uses our name in conversation. 

Knowing this information, it might be easier to answer the question about why we should personalise our marketing, sales, and service efforts. Creating unique experiences for every individual customer will help you provide buying experiences that are more relevant, useful, enjoyable, and helpful to the consumer.

Personalisation is powerful. It can have a big impact on what you do. Over 20 percent of marketers say that personalisation improves email engagement, and 99 percent of marketers agree that personalisation advances customer relationships. Most importantly? Eighty percent of customers are more likely to make a purchase when a brand offers a personalised experience.

We live in an age where we have access to a plethora of data about our customers. Each year, we create more and more data as a society. In 2010, about 1.2 trillion total gigabytes existed since the inception of data-based technology. And in 2020? The number reached a staggering 40 trillion gigabytes. 

We can carefully use all this information we are creating as a society to craft personalised, “human” marketing experiences and leave clinical, impersonal strategies in the dust. 

Inbound Software

HubSpot is designed to be a nearly all-encompassing software suite, so as to eliminate unnecessary friction in the flywheel, especially when one team hands off a customer to the next team at the next phase in the buyer journey. 

This means much of the work is all done in one place, either because of included features or simple integrations. 

One of the major perks of Hubspot compared to other CMS solutions like WordPress is that it doesn’t require nearly as many integrations. On its own, HubSpot offers functionalities like:

  • Meeting scheduler app
  • Social media tools
  • Email tracking software
  • Sales email automation
  • Ads software
  • Email marketing software
  • Lead management software
  • Pipeline management tools
  • Landing page builder
  • Marketing analytics
  • Live chat software
  • Online form builders

HubSpot CMS Hub

The CMS Hub is designed for companies who have outgrown WordPress and don't want to rely on developers to make simple changes. It’s a super simple, yet powerful CMS that anyone can use.

HubSpot doesn’t just talk about inbound as  a theoretical concept—they build it right into the core of the platform.

HubSpot has been engineered around the flywheel model, helping your team connect with customers and build momentum at every stage of the buyer journey. This gives your team a better overall strategy that will work to grow your business with less hassle and more control. 

Finding and Converting Leads

HubSpot gives users tools like content strategies, campaigns, CTAs, ads, secure website hosting, landing pages, blogging, social media, forms, lead flows, conversations, file managers and more to drive inbound traffic, offer expert advice to potential clients, and build a complete culture.

Managing and Nurturing Leads 

The use of smart technology in marketing, such as artificial intelligence and automation is becoming more and more the norm. Automation is enabling companies to increase productivity and growth, so why shouldn’t your CRM have the same kinds of useful tools?

Some CMS platforms offer simple automations like email marketing campaigns, but there’s a whole world of automations that can do so much more for your company. Automated workflows should extend far beyond emails, and HubSpot helps enterprises build these automations with tools like list segmentation, lead scoring, persona management, email marketing, smart content creation, contact management, tasks and activities management, and recording of contracts, companies, and deals, and even event segmentation. 

You can also place and log calls and schedule meetings from within HubSpot, build sales documents and email sequences, manage your HubSpot stack from anywhere, utilize sales email tracking in many major email platforms, and build a library of data-based sales best practices. It’s an all-in-one, intuitive marketing and sales machine!

Delight Your Customers

Create and host actionable videos, deploy lifelike, custom bots, run a Help Desk, start a catalog of help articles, and gather customer feedback.

Analyse and Calculate Your Efforts

One of the biggest perks of HubSpot? It has to be how easy it is to create new content. But it isn’t just the drag-and-drop content tools that make HubSpot appealing. HubSpot shares all kinds of helpful information on how to create effective content that will reach your target audience, but how easy is it to actually create and publish that content?

HubSpot has gone through a lot of research and fine-tuning to make it simple to navigate so you can make use of all the powerful tools the platform offers. In fact? One of the ways HubSpot tested how user-friendly it is was to observe a drunken user work their way through the site. 

They watched and listened to a tester after a few too many cocktails, and used this information (along with other research) to make significant improvements to their website and their user interface to improve the overall user experience. 

How HubSpot Compares to WordPress

The question we hear all the time is, “HubSpot or WordPress?”

While this may not yet be an age-old question, it’s an important choice for organisations looking to select the right platform for their content. So how do the two stack up?

All About WordPress

WordPress began life as a blogging tool, and evolved into a content management system. Many are drawn to WordPress because of the free base-price it offers, which is certainly appealing—at first

WordPress is an open-source software package, which in practice means that it requires a lot of work to get it up and running the way you need it to. It must be installed or configured on your own servers or through a third-party hosting provider. 

And as for that $0 base price? Included in the no-cost price tag are basics like content creation, but besides this limited functionality, it requires plugins for things like sitemaps, SEO, analytics, and more, many of which can cost quite a bit. The other downside of these plugins? Each one poses an added security risk. Also, depending on the theme or template you choose, you may need a developer for your WordPress site to make changes. 

Comparing HubSpot to WordPress

On the other hand? HubSpot’s CMS Hub was engineered from the ground up to serve marketers, with a user-friendly interface to write, optimise, publish, and analyse blog content, and doesn’t require plugins or other software for mobile content. Everything is included.

Marketers and developers can use HubSpot to build websites that are geared toward the customer experience. With HubSpot, you can create content, optimise it for your side, and gain valuable performance insight all in one place. 

HubSpot’s Complete Visibility Throughout the Customer Journey 

Balancing a host of clients can be hard if you are working outside of an all-inclusive platform. It’s hard to keep track of what information is accessible, and where. 

No longer do you have to struggle with spreadsheets and external databases. It’s all managed in HubSpot. 

With HubSpot’s customer relationship management tool (CRM), you get a single, clean, integrated dashboard where you can:

  • Sort deals won and lost, by name, order, amount, or other custom filter
  • View appointments scheduled and contracts sent
  • Track performance versus quotas

HubSpot also gives you the chance to log sales activities across channels, whether they are via email, social media or on a call, then sync it all with Gmail, Outlook, and other mail apps, and capture every call, email, and customer interaction.

It means you can see everything in one place, not just names and job titles. With HubSpot, you view all customer interactions in a unified timeline. This means your team doesn’t have to scour an inbox or spreadsheet to find out where a customer is in their buying journey and make room for personalisation. It’s all there for you already!

Personalisation and Direct Links to CRM

Consumers don’t just enjoy marketing personalisations—they actually expect it! In fact, 83 percent of shoppers would exchange some data for a more personalised shopping experience.

What this tells us? Personalisation isn’t a marketing luxury, it’s an absolutely necessity—one that’s readily available in HubSpot.

With Hubspot, you can build in additional customisations with personalisation tokens. These tokens enable you to  show personalised content to your contacts based on the information you have set up in your CRM. This can help you boost engagement with your website and your email campaigns, tailor emails, website pages, landing pages, and more to specific audiences using both default and custom contact properties.

The best part? There’s no limit to how personalised you can get. HubSpot’s free CRM tool manages unlimited users, data, and as many as 1,000,000 contacts with no time limit.

Growth-Driven Design

What’s growth-driven design? As HubSpot puts it, growth-driven design lets you “Launch a website site with less headache, better results and half the time.”

Growth-driven design is a data-based approach to web design. It gives you all the tools you need to develop an empathetic understanding of your audience (and how you can solve their problems), and build marketing  strategies and a better-looking, better-performing website. 

Plus? Since HubSpot makes it so easy to change, grow, and evolve your website, you can make continuous improvements as you go, using additional data to inform your decisions. 

Why does this matter? It takes developers 108 days, on average, to build a new site from scratch, then you “set it and forget it;” it does nothing new for you. It’s like a book on a shelf that just sits there, collecting dust. 

With growth-driven design, HubSpot lets you build a website in as few as 60 days, then fine-tune it and adjust, making optimisations with real data as you go. It’s a living, breathing document instead of a grouping of pages that are all set in stone. 

A CMS Made Specifically for Marketers

The CMS is the core of any good marketer’s digital marketing efforts. This is one area where HubSpot really shines. HubSpot’s CMS gives marketers the power to create and manage personalised websites, optimise pages for devices, produce conversions, and more with user-friendly features like:

  • SEO recommendations
  • Website themes
  • Multi-language content creation
  • Drag-and-drop editor
  • Adaptive testing
  • Contact attribution for reporting and analytics

A CMS Made Specifically for IT

HubSpot may be great for marketers, but it’s just as great for IT teams too. Easy integrations with existing applications make it easy to adapt HubSpot to the individual needs of each organisation.

Plus? It’s easy for entire teams to use. A simple, intuitive user interface means that IT teams spend less time assisting others with workflows, automations, or even publishing. Many tasks are so easy that users with no prior experience can handle them on their own. This frees up IT teams to focus on core competencies and other operations, enabling even more growth. It’s a win-win. 

Additionally, GDPR compliance makes HubSpot friendly for organisations and users in the UK and EU to maintain security protocols and keep sensitive data protected. Compared to other platforms that have vulnerabilities and plugins, this is a major plus for those in IT.

HubSpot Pro versus HubSpot Enterprise

You’ve made the decision: You’re going with HubSpot. But which version will best support your organisation and your work? Let’s take a look at the innate difference between HubSpot Professional and HubSpot Enterprise.

HubSpot Professional is for fast-growing organisations. It starts at 2,000 contacts, and is ideal for those looking to free themselves from clunky maintenance and empower their sales and marketing teams. With HubSpot Professional, your team can:

  • Automate and personalise marketing
  • Improve SEO and connect to social media
  • Optimise conversion rates with testing and analytics
  • Build custom reports

But what about HubSpot Enterprise? The Enterprise edition comes with everything that Professional has, but starts at 10,000 contacts and also allows larger organisations to build web app experiences and gives more governance to growing teams. It empowers you to manage your teams and brands more individually with single sign-ons, hierarchical teams, user-roles, field-level positions, and more. HubSpot Enterprise also comes with more advanced reporting features and functionalities that allow you to extend the platform with custom chatbots, adaptive testing, and more.

Perhaps the biggest driving factor for many organisations in choosing the right version of HubSpot boils down to the cost. Currently, HubSpot Pro runs up to $800 monthly.  HubSpot Enterprise costs up to $3,200 monthly.

The HubSpot Marketing Hub

The HubSpot Marketing Hub serves as command central for your marketing team. It’s the place where they can set up a blog, publish content, and utilise the tools HubSpot has to offer to get found online, create value for your brand, and insert CTAs to connect with consumers at each stage of the buyer journey

The Marketing Hub also includes invaluable search engine optimisation (SEO) tools so you can outrank competitors and plan your content strategies for maximum inbound traffic.

As part of the Marketing Hub, your organisation gets access to a suite of ad tracking and management tools. Here, your team can manage all of your social media advertising and Google Ads right from HubSpot, where they receive real-time information about the efficacy of campaigns.

It’s got all areas of Digital Marketing covered.

Are you looking to boost your brand and elevate your organisation status as a social media magnet? The Marketing Hub also offers social media management, where you can monitor and prioritise conversations, and publish to social media from the same interface where you build and manage your campaigns. 

Within the Marketing Hub, you can also develop and share videos. Harness the power of video on your website, in your social media and advertising campaigns, in your blog, and beyond with easy-to-imbed video capabilities.  Additionally, the Marketing Hub has live chat features, where you can connect and convert users in real-time when their interest is piqued and use bots to qualify and sort leads.

The bottom line? The Marketing Hub is a one-stop-shop for all your marketing needs. Gone are the days of managing individual campaigns and accounts in multiple location. Instead, you can navigate it all from the Marketing Hub.

The Marketing Hub is all about providing value to prospects and helping them as they go through their buyer journey. It allows you to create content to advise and help your prospects and connect with them with no lag time. 

Scaling your marketing operations is also a cinch in the Marketing Hub. You can build landing pages, email campaigns, forms, and more, and as your company grows, add in features like account-based marketing for more targeted campaigns to spend marketing dollars wisely.

What version of the Marketing Hub is right for you?

Should you go with the Starter, Professional, or Enterprise version? 

This is a fairly personal choice based on the size of your organisation and your needs. Here’s the scoop on each tier of the Marketing Hub:

  • The Starter tier offers email forms and marketing, live chat, social media ads and contact management, follow-up emails, ad retargeting, landing page reporting, multiple currencies, and more. It costs $50 per month. 
  • The Professional version offers all of this plus marketing automation, SEO, blogging, and custom reporting. It costs $800 per month.
  • The Enterprise edition includes all of this and account-based marketing, adaptive testing, predictive lead scoring, user roles, and more. It costs $3,200 per month

The HubSpot Sales Hub

Build streamlined Sales processes that attract and convert better qualified leads.

One of the main benefits of working with an intuitive, frictionless platform like HubSpot is that your marketing team can seamlessly pass along new leads to the sales team, who can connect with customers via the HubSpot Sales Hub.

HubSpot Sales Hub offers a full suite of CRM features and sales engagement tools like quote functionalities, reporting, analytics, and more. And when you’re looking to boost your operations with other applications and operations? You can integrate your HubSpot Sales Hub with other applications in the HubSpot App Marketplace where you have access to over 500 tools!

The HubSpot Sales Hub creates a truly frictionless sales process.

HubSpot’s sales platform feeds directly into the idea of the inbound flywheel, where there is no friction between marketing and sales; it’s all part of the same machine, generating momentum as you go for a seamless customer experience. With the Sales Hub, your team can connect tools and data together within the same platform.

Perhaps the best part about the HubSpot Sales Hub is the focus on inbound sales. Sales teams can start conversations with interested parties with email tracking and templates and call tracking and recording, then guide customers through the buying pipeline with sales automation, analytics, and more. 

Sales reps gain full visibility of a customer’s place in the buying journey with full tracking capabilities along the way. There’s never a moment wasted looking for client information—it’s all conveniently located in the same place. 

Comparing the HubSpot Sales Hub to Salesforce

Salesforce has a 16.8 percent share in the global customer relationship management market. So, how does the HubSpot Sales Hub compare to this colossal sales platform? Let’s take a look at the differences between Sales Hub and Salesforce

For starters, Salesforce looks great on paper. It’s  an all-in-one sales CRM with automation tools, reporting, deal management, and more. You can manage leads, track progress, and automate sales processes. 

But HubSpot’s Sales Hub is an all-in-one CRM as well, with custom objects, engagement software, CPQ tools, and powerful analytics so teams can work more efficiently, save time, and grow revenue.

The biggest difference? It really is in the price! Salesforce charges for each user and requires paid add-ons for essential features, making it hard to align marketing and sales teams. Even a shared inbox for your reps costs extra! 

How does this compare to HubSpot? HubSpot offers all the features in one advertised price. You only pay for additional sales seats, but free seats are also available for team members who need visibility for things like reporting without functional sales tools, making HubSpot’s Sales Hub a much more cost-efficient option for many organisations. 

Comparing HubSpot’s Sales Hub Options: Starter, Professional, and Enterprise

Which version of HubSpot’s Sales Hub is the best choice for your brand? The question comes down to price and functionality.

HubSpot’s Sales Hub Starter option offers a deal pipeline, contact management, quotes, meeting scheduling, live chats, a reporting dashboard, simple automation, goal setting, conversation routing, multiple currencies, and the ability to follow productivity and performance. It’s available for a low monthly price of $45.

The Professional version of Sales Hub offers all of the features of the Starter version plus deal stage, task, and lead rotation automation, sequences, teams, custom reporting, and phone support. It will cost your organisation $450 every month. A Sales Hub Enterprise account encompasses all of these features and custom objects, predictive lead scoring, playbooks, forecasting, and recurring revenue tracking. It is available for $1,200 each month.

The HubSpot Service Hub

To connect with a customer, you need to stand out from the pack. Companies are already inundating consumers with emails and ads. We all get a constant strea, of requests to purchase, download, buy or sign-up for something new.

Within the buyer journey, the follow-up to marketing and sales is service, and yet again, HubSpot doesn’t leave organisations hanging; they offer the HubSpot Service Hub, 

The HubSpot Service Hub includes conversational tools and functionalities like help desk automation, knowledge base functionality, customer feedback surveys, reporting, and more, all within your unified CRM so you have a unified overview of every customer interaction and how it fits into the overall buyer journey.

Delighting Customers

We live in a 24/7 world, which means customers want personalised resolutions in minutes; they don’t want to wait. Nearly everything is available on-demand today, and first-rate customer service should be no exception.  

Rather than paying a customer service team to meet these demands at all hours of the day, the Service Hub unites customer service data and channels in one place, and helps organisations scale through intuitive automations and self-service. This gives customer service teams more time to offer proactive service that delights your customers and retains and grows the customer base.

Offering a Unified View of the Customer

Because service teams spend less time on data entry, since information is already there for them, they can spend more time helping customers succeed. With routing and automation, the help desk sees all customer data and interactions in one place, and can prioritise critical issues first. 

Comparing HubSpot Service at the Starter, Professional, and Enterprise Levels

Your overall quality of customer service can only improve with HubSpot’s Service Hub, but what is the cost of each account version? And what does each offer?

The Starter Service Hub covers all kinds of features like contact management, ticketing, live chat, team email, tickets-closed reports, reporting dashboard, conversation routing, simple automation, multiple ticket pipelines, multiple currencies, and calling software development kit. This version will cost your company $45 each month. 

The Professional version includes everything from the starter package plus logged-in visitor identification, customer feedback surveys, help desk automation, and one-to-one video creation. The Professional Service Hub costs $360 monthly.

The Enterprise Service Hub offers all of these features, plus goal setting, playbooks, single sign-on and user roles, as well as team management. It is available for $1,200 monthly.

How Do You Get Started with HubSpot?

When you finally choose HubSpot, it should be a total relief. Unlike other platforms where starting up is a long, arduous process, implementing HubSpot can happen quickly and easily. It really is a simple process.

HubSpot Set up and Activation

Getting started with HubSpot can happen very quickly, but there are a few steps to take to ensure your HubSpot launch goes smoothly.

Setting up a HubSpot account includes choosing a browser, adding users, changing languages and region settings, and installing the mobile app.

Next, organisations should connect to their email inbox to manage and monitor all communications and track customers throughout the buyer journey while gathering relevant data.

After this, it’s time to import contacts, companies, deals, tickets, and products, and manage products and sales pipelines, then create and customise any filters, tasks, workflows, and tickets.

Then, users can implement sales and marketing tools within the user dashboards.

And that’s it. It’s a convenient process that requires minimal headaches or risk.

Training and Certification

HubSpot is unbelievably user-friendly. But what if you want to expand your knowledge base? You can make full use of your HubSpot platform by learning more through their certification and training courses. 

HubSpot Academy offers certifications in everything from marketing to inbound sales and digital advertising, as well as the Sales, Marketing, and Service Hubs, and more. 

Whether you are new to HubSpot or looking to grow your knowledge and your business, these HubSpot Academy courses are truly invaluable tools to make it happen.

Auditing Your Existing Tech Stack

Chances are, there’s something you love about your current operations. The good news? You don’t have to leave these behind. In fact, by going through your existing tech stack, you can determine which features and functions you want to take with you, and which ones you can replace with the long menu of services within HubSpot.

Since no single software tool will accomplish everything a business needs it to do, companies can layer apps together, creating a technology stack. 

When you audit your tech stack you may find ways to save time, money, and resources on apps by consolidating what you have and what you need. Your marketing, sales, and service operations all require different apps. Can HubSpot replace some of the apps you are currently using?

We’re definitely taught to fear the word “audit” but in this case, auditing your tech stack is no cause for alarm. It just means you are determining which products you no longer need to maintain or pay for!

You can begin to edit your tech stack by looking at the functionality of each of your apps. When you examine the how, where, and when of when an app is used, you will learn more about what you can do, what you’re paying for, and what you need. 

Work with an Agency Partner

No man is an island, and no organisation has to go it along when it comes to your HubSpot implementation. 

An agency partner like Hub Masters can help you set up HubSpot’s Free CRM so you can test out HubSpot for yourself and determine whether or not it is a good fit for your organisation with no risk.

Hub Masters’ expert services are all available at a low cost of £495, plus unlimited support for 90 days as you discover all that HubSpot has to offer.

With this kind of guidance, you can expect your  HubSpot deployment to go fairly quickly. How long does it take? If you are building a new website in HubSpot, it can be accomplished in as little as 60 days, compared to 108 days without a CMS or CRM tool.

Like tending to a garden, managing your website, CRM, and CMS can be an ongoing process that’s based on the knowledge you acquire as you go.

In Conclusion

There’s a reason HubSpot is such a popular customer relationship management solution.

Why do we love it so much? 

  • We love that it has everything marketing, sales, and service teams need to skyrocket company growth.
  • We love how easy it is to use. 
  • We love the quick implementation. 
  • We love that you don’t have to bolt-on clunky solutions that leave your data vulnerable to attack.
  • Mostly, we love what we’ve seen HubSpot do for our clients. And we’d love for you to be next. 

Hub Masters is here to help you take your sales and marketing operations to the next level—without having to devote all your resources to pricey agency retainers. It’s time to grow your business and see what you’re capable of doing. Hub Masters can help. We’ll help you get started with HubSpot, see what it has to offer, and share a little bit of the expertise we’ve picked up along the way. To get started, contact us today!