HubSpot is an “all-in-one” marketing platform that includes functionality like blogging, SEO, social media, website content management and email marketing. HubSpot was founded in 2006 with a focus on inbound marketing for small businesses but has expanded its offering and market focus over time. In 2011 HubSpot acquired Marketing Automation vendor Performable, and this is the basis of their lead management and email capabilities. HubSpot pricing starts at $200/month.
HubSpot's ratings are very strong in all areas. The focus on making customers successful is certainly a component in building these high levels of customer satisfaction.
|HubSpot||Marketing Automation Average|
|Likelihood to recommend||9.4||8.4|
|Likelihood to renew||9.2||8.3|
|Performance and reliability||9.4||8.8|
|Strengths||Areas for Improvement|
|All-In-One Platform — Multiple capabilities built into a single platform obviates the need for additional tools.||Integration With Other Products — Outside of the Salesforce integration, some users have struggled with integrations.|
|Customer Success Programs — HubSpot is very focused on the success of its users through coaching, training, weekly blog posts, user conference, customer support, etc.||Landing Page Customization — Although customers generally like the speed of basic landing page creation, creating more customized pages can be difficult.|
|Analytics / Closed Loop Reporting — Analytics gets good grades along with the closed-loop marketing concept, allowing users to tie revenue to marketing efforts.||Social Capabilities — Some quibbles about the built-in social media capabilities.|
|CMS / COS — In 2013 HubSpot replaced their CMS platform with the Content Optimization System, which allows users to customize the web experience for website visitors. Users had many issues with the CMS, but expect the COS to be a better solution.|
On market focus: “When we first got started years and years ago, there was a focus on B2B and the smaller end of mid-sized companies, but today our focus is really broad. We still have a lot more B2B than B2C — it's about a 70/30 split. We are strongest in what I'd term the mid-market - defined broadly as 10 to 2,000 employees.”
On all-in-one systems: “When you think about integration for marketing, it's much more than having all the tools in one place behind one log-in, or one phone number to call when you need help. The real core is that you can do things that are more powerful, e.g., allowing sales reps to listen to tweets from their leads. You can't do that if you're trying to use Act-On and HootSuite together. The way that we think about it is that we want to be the best place to run inbound marketing campaigns.”
On social capabilities: “Social is just another form of communication with your customers. Everyone wants that 360 degree view of the customer and social is a huge, huge channel… We have both listening and publishing. We do not have analytics, e.g., sentiment or brand mentions. We do have analytics to tie back into revenue, e.g., for each tweet how many people click, and performance of messages you publish.”