What is HubSpot?

This page gives a detailed overview of HubSpot for anyone that maybe interested in learning more about the HubSpot platform or understanding where the system might help solve problems that they are experiencing within their sales and marketing.

We will give you a rundown on everything you need to know about what this powerful marketing software can do for you and your business and how you can take your marketing to the next level. 

What is HubSpot CRM?

HubSpot is a modern business platform that aligns sales, marketing and customer service teams around a single CRM. The platform consists of sales and marketing software with built-in tools that simplify digital processes.

Having inbuilt tools that every marketer needs all in one place means there’s no more juggling between different systems. It’s like the Swiss Army Knife that every inbound organisation needs to scale, with every tool you’ll need right where you need it to be.

HubSpot is best suited to companies with a long or complex buyer journey so is often a good fit for b2b businesses. With a long buyer journey, the software is able to deliver personalised inbound customer experiences that nurture the customer through the buying process.

Here are some examples of businesses who use HubSpot.

What Does HubSpot Do?

HubSpot was designed to help companies build their sales pipeline and accelerate their revenue growth. HubSpot is multifaceted and approaches this one goal from a lot of different angles.

Some of the cool things you can with HubSpot

Build Your Website

If you don’t have the luxury of having a full-time design and IT department, building an engaging website can be overwhelming. But with HubSpot, you can design, build, host, and modify your website. Once it’s published and public, HubSpot will then make recommendations for you based on how it performs to make sure it’s optimised for your business.

Create Blog Content

According to HubSpot, blogs are one of the primary three forms of media used in content strategies as of 2020. HubSpot software makes it easy to create and publish content. Once you’re published, HubSpot also helps you optimise your content with recommended keywords and measures the impact of each blog you publish.

Identify Keywords

HubSpot helps you discover, optimise and track keywords that you should be using in your content to drive search results.

Create Calls-to-Action and Landing Pages

Converting visitors to your website into customers is the name of the game. Creating buttons on your website with convenient calls-to-actions or landing pages is just the way to make that happen. These components can all be designed in HubSpot without a designer or IT staff.

Market with Email

You can not only create easy to design personalised email campaigns, but HubSpot’s analytics will help you track how effective this strategy is for your business and help you optimise it.

Organise Your Social Media

You can increase your social media activity without increasing your time and effort. HubSpot allows you to plan, write, schedule, and monitor all of your social media outlets with just a few clicks.

Report Results

Probably one of the most important things you can do is track your efforts and report the performance of those efforts to all stakeholders. HubSpot helps you organise your data and report the ROI of all you do to market your business. 

How Long Does it Take to Set Up HubSpot?

We know you’re probably anxious to get everything set up in HubSpot and start working with it right away. However, there is a bit of front-loading that needs to be completed before you will be able to “go live” with HubSpot and all it can do.

You’ll need to run through an onboarding process:

  • Connect your domain to HubSpot
  • Set up domains to send emails
  • Either set up the blogging feature or migrate previous blogs from another platform
  • Create landing page and email templates to ensure a cohesive look with your website
  • Update and import your list of contacts
  • Create buyer personas and add them to your portal
  • Set up any optional integrations between other systems and HubSpot

The software is simple to use and easy to set up, however you should take some time to plan the the roll-out across your business. A typical on-boarding process will likely include strategy, planning, activation and campaign launch phases. This generally takes up to 90 days.

How Much Does HubSpot Cost?

HubSpot provides free tools for businesses that would like to try the software. This is a perfect entry point for any business who would like to start improving their digital systems.

The tools that are absolutely free and include:

CRM Tools

  • Contact management
  • Contact website activity
  • List segmentation

Marketing Hub

  • Landing Page creation
  • Email marketing
  • Reporting dashboards

Sales Hub

  • Live chat
  • Conversational bots
  • Meeting scheduling

Service Hub

  • Ticketing
  • Live chat
  • Team email

Each of the different Hubs (Marketing, Sales, Service and CRM) are available through four plans with varying features and add-ons.

You can choose from Starter, Professional and Enterprise. Bundles of multiple Hubs are available at a 25% discount. Discounts are also offered for annual upfront payments.

HubSpot CMS Hub

Your website is the hub of all activity surrounding your business; it is, you might say, your main marketing platform.

CMS Hub addresses common CMS complaints whilst introducing functionality that allows you to make the most of having your CMS joined to the other areas of your business.

Customer Journey Visibility

The modern digital customer journey is complex and nonlinear. It’s also invisible to many marketers; even those with advance Google Analytics skills. Data is impersonal and tells you overall trends rather than specifically what happened with each user journey.

CRMs are the opposite of impersonal, which makes pairing your CRM with your website CMS so full of potential. With CMS Hub you can follow every customer interaction with your website, which landing pages they visited, which buttons they clicked and which form they filled in. The data quickly shows you where the customer came from, whether they viewed a high conversion page (such as a pricing page) and how many times they revisited your website.

Personalising the experience

When we have this data it’s possible to do even more incredible things that will change how your visitors view your company.

HubSpot’s smart content feature can alter your website depending on who is visiting it at any given moment.

A revisiting prospect, might see one version of the homepage; An existing customer might see another homepage. The prospect could be prompted to connect with a sales associate, whilst the customer could be directed to get in touch with her account manager.

This is the power of taking your customer data straight to your main marketing platform. Each visitor can experience a personalised version of your messaging. It’s little wonder that businesses that invest the time to take their HubSpot this far see the best results.

Using CMS Hub for Growth Driven Design

The activity tracking within HubSpot - showing you what visitors are doing on your site - is amongst one of the most popular features. At the attract stage you can see who’s going where and how that’s impacting on your results.

Once you understand this data you can take steps to optimise the customer experience as they interact with your website. Sometimes this means some close data analysis to inform website changes, or it could just be a tweak of the wording here and there. This is why HubSpot is the perfect platform for Growth Driven Design.

Developer power in marketer’s hands

It’s all too common to get to a point with your CMS when you’ve done all you can and you now need a developer to come in and sort things out.

For years marketers have accepted a status quo where they are too often reliant on access to developer to make simple updates. It’s a limitation of most CMS’s such as WordPress and it’s frustrating.

The HubSpot CMS is built with marketers in mind; development should enable marketers to do their job, not be a constant obstacle. In practical terms, when the CMS is put to work properly, this means that you’ll have a fully developed website with powerful drag and drop editing tools, which enable marketers to build the next stage of the website.

Adding new functionality, or specific features, doesn’t need to involve your developer. In fact: if you get the software set up correctly then scaling the website should be very easy.

The Marketing Hub

Helping more prospects as they make their way to becoming a customer.

Marketing Hub is where it all started for HubSpot and where it all starts for your customer journeys. It’s where you will manage all of your content creation activities such as social media, blogging and email marketing.

Making the most of the Marketing Hub will help you to increase the number of visitors and opportunities you are delivering into your business. With the correct setup, you should just be able to add new content into Marketing Hub and watch your marketing engine grow.

Turn content production into a science

Producing content can feel like a lottery, but if you’re making the most of HubSpot then it should feel more like a science.

HubSpot can tell you in advance what your current most popular pieces of content are. It can also suggest which pieces of content might work best for you when it comes to SEO, building on the pillars you’ve already created.

Instead of seeing content as merely ‘useful’, used in the right way HubSpot shows exactly what use your content is having on your marketing. Which blogs do clients read before they become clients? Which CTAs get the most attention from your readers? If marketing is scientific in nature and content is creative then HubSpot is the platform which can unify the two.

Scaling Marketing Output Using Workflows

The workflows feature in Marketing Hub Pro help to speed things up by simplifying and automating tasks that would otherwise hold you back. As a marketer you can build sophisticated, automated routines such as:

  • Lead nurturing campaigns
  • Internal team notifications
  • Updating customer records
  • Handing off qualified leads to sales

The Sales Hub

Making your flywheel spin faster

Understanding HubSpot’s flywheel concept is a good way of making sure you’re getting the most out of the platform. Reduce friction in your flywheel and you’ll get it spinning faster. Get your flywheel spinning faster and you’ll grow sales at a faster rate.

The flywheel ‘revolves’ around your customers. If you ‘Engage’ and ‘Delight’ more customers, then you will in turn ‘Attract’ more customers. Growth is therefore tied up in how effectively you sell and how good you are at keeping your existing customers happy.

Frictionless Sales Processes

Friction is created when two objects come into contact or rub against one another. A well-oiled machine produces little friction, because the oil has made the process as smooth as possible. The machine without the oil would produce a lot of friction, a lot of wasted energy and, probably, a lot of unpleasant noise.

Where in your sales process do you encounter friction? What interactions add to a difficult sales experience? What seems to constantly delay decision making in your sales process?

These are signs that you are producing friction in your sales cycle which slows down your flywheel.

How does HubSpot Sales Hub help generate more Sales?


Chatflows, using AI chatbots or human controllers, provide visitors to your website with a frictionless way to interact with your team… even if it's only with a robotic member of your team!

Prospects are more likely to engage with a bot in the early stages of their buyer journey. They will use a bot to seek out information before they are read to talk to a rep.

Users love using instant messaging on websites, because it is instant. There’s no waiting for a response or going round the houses on the phone to find the right person. Implemented correctly it is frictionless.

Bespoke messaging for each chatflow and different chatflows on different pages, serving different purposes, for example, will make a difference. If a user is on a page researching a specific product then your chatflow could pop-up to suggest starting a conversation with someone about that product, rather than a generic ‘ask me anything’ message.

Meetings and sequences

There is no better example of a friction-filled process of arranging a meeting a meeting over email.

HubSpot’s Meetings tool simplifies this by offering an instant meeting booking feature direct into your sales reps calendar. It’s quick, easy and convenient.

Sequences are similar. If your sales team is nurturing a prospect, then correctly engaging sequences can automatically send out the emails to that prospect that have the best chance of securing the business.

Like most things that are frictionless it’s a small change to a process that saves everyone involved a  whole heap of time.

The Service Hub

Delighted clients help you grow

If Sales Hub helps you to spin your internal flywheel faster, then Service Hub’s goal is to help to reduce friction in your client servicing arrangements.

Creating a memorable experience post sale helps reduce customer churn, and increases customer lifetime value (CLTV).

But clients who feel frustrated with how they have to deal with you will never advocate for your services, even if, overall, they could be considered ‘happy’. Modern buyers expect slick, digital processes, need to be more than happy to become advocates: they need to be delighted.

When it comes to Service Hub then, you can make the most of what it offers through an approach that seeks to know your clients better and decrease anything that gets in the way of them dealing with you in the way they want to.


You can look at ticketing in the modern environment as more or less a common courtesy. It’s just good manners to keep clients updated on where they stand and how their issue is being dealt with. Instead of your users having to chase you or your support team for an update on their query, they can constantly stay in the loop and be empowered to solve their own issues. Less friction: more delighted clients, even when they need a bit of help.

NPS Surveys

If you don’t know what your clients like and dislike then how will you ever give them more of what they want and less of what they dislike?

Net Promoter Score surveys give you a final ‘rating’ from your clients on a scale of 1-10. 10 and your clients love you, 1 and you have a serious problem. Anywhere between 9-10 means that your clients are likely to be out there in the world, acting as an advocate for you.

More importantly though, using Service Hub to carry out surveys means you find out what clients think. Knowing that means you can come up with a plan when they don’t quite think as highly of you as you would like.

How to make the most of HubSpot

HubSpot’s journey from marketing automation software to business platform has been one driven by a desire to help companies scale. So even just getting the most out of a few areas of HubSpot will bring about huge improvements to your sales and marketing technology. We recommend starting by:

Audit your existing technologies and processes

Having your team across several platforms isn’t going to do anything for its organisation or its success. You should list out every app that your team is currently using and understand its role. You can then look at where it makes sense to replace with HubSpot tools.

Replace disconnected apps with inbuilt HubSpot tools

Moving inbound activities to HubSpot means everyone and everything will be connected, visible, and streamlined for maximum efficiency and results. Your whole team will now have a centralised view of every customer interaction.

Align your team as your roll-out HubSpot across your company

HubSpot should be the one place your entire team goes for everything. All of your contacts, clients, deals, emails, and schedules should be added to the HubSpot so that all of your data is in one place. This will reduce inefficiency and minimise lost opportunities.

Take advantage of free HubSpot resources
HubSpot runs under the philosophy that they are only as successful as their customers. That’s why they are a wealth of information when it comes to how to use the software. The HubSpot Academy is filled with training, certifications, best practices, current trends, and everything else you may need to know about the platform.

How Do You Get Started with HubSpot?

Well, that’s where we at Hub Masters come in. You don’t need a full IT department or a full design staff to use HubSpot and use it well. Our 90 day Go Faster with HubSpot program will boost your business by taking your marketing into the fast lane and reduce the time and effort you put into it. What have you got to lose?

Your first step is to book a 30-minute consultation with one of our experts. In this video call, we can discuss what HubSpot can do for your business and what we can do to get you there. Let’s discuss the challenges you face that are unique to your business and how we can help navigate through them for better results. 

Let’s Build a Better Marketing Operating System. Together.

Talk to a Solution Specialist today

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