In general terms, Hubspot is a cloud-based marketing automation software to help you manage your inbound marketing campaigns. You can access it through your browser (chrome, explorer, safari, firefox). I’m on a Mac and find that it works well on Safari for me.
A little bit of history behind HubSpot:
HubSpot was started in 2005 by a couple of MIT graduate students, Brian Halligan and Dharmesh Shah.
Why was it started?
I really think that, even if it only just evolved this way, HubSpot exists to make inbound marketing easier, more systematic and measurable.
About Inbound Marketing
If you’re not familiar with inbound marketing, just to give you a little primer, it’s the opposite of outbound marketing. Traditionally, outbound marketing involves cold calling prospects, whereas inbound relies on the customer to make the first move.
Inbound marketing recognizes that a prospect will actively research products and services on the web.
Inbound usually begins with a prospect going online and researching solutions to a particular business need or problem that they have.
A prospect will usually start by doing Google searches.
Hopefully, your company’s content will show up on the search results pages.
That’s where your potential prospects are going to find you and hopefully visit your site to get more information.
That’s why SEO, paid ads, along with publishing blog and video content are important components of a company’s inbound marketing plan.
Market Share and Competitors
According to Datanyze, a Zoominfo company, Hubspot is the market leader in marketing automation software with a 22% market share.
Competitors include Oracle Marketing Cloud and other platforms like Pardot (by Salesforce) and Marketo.
Current figures as of Feb 2020:
- Headquarters – Cambridge, MA
- Employees – 3200+
- Customers world wide – 68,000
- Revenue 2019 – approx 670M
Who uses Hubspot?
HubSpot is primarily used by small to mid-level B2B businesses. The B2B sales cycle is usually longer than the business-to-consumer sales cycle. It usually involves higher priced products and services that require approvals from multiple stakeholders.
This means that there are going to be a lot of touch points, back and forth communication, to drive sales forward from the lead stage to the closed deal stage.
HubSpot helps you keep track of all this and manage the process.
So what’s in HubSpot and what can you do with it? Here a quick run through of its capabilities:
The CRM or customer relationship management functionality allows you to keep track of contacts, be they prospects or customers.
Once you’ve entered a contact’s information, it allows you to track that contact’s interaction with your messages and website content.
HubSpot is a powerful email service provider. Create segmented lists, personalize communications and use automation to save time.
Workflows are great for automating emails and creating tasks. It allows you to create common repeatable processes that your organization can use to save time and increase efficiency.
View and manage your sales pipeline at a glance
With the meetings app, it’s easy for prospects to choose and book an available meeting time with just a few clicks. This is a great feature because it eliminates the awkward back and forth of finding the right meeting time that works for all parties.
Dashboard & Reporting Analytics
Track and view all your marketing metrics within the HubSpot software. You can create custom reports that keep track of your most important KPIs.
Ticketing platform for Service
Manage your customer service and support cases. Track interactions and ensure fast resolutions to customer service issues.
HubSpot’s native website platform lets you build, edit and manage your entire website, blog, and emails. Design and code custom templates and pages that integrate seamlessly with the CRM.
Well, I hope you found that overview of HubSpot informative. I’ll be working on more posts focused on the HubSpot CMS. Thanks!