Overall Satisfaction with HubSpot
Over the years, we at Justis Publishing saw our marketing efforts, which were focused on outbound emailing, become increasingly ineffective. We slowly came to realise that advances in the internet had changed buyers' habits for the good. They were responding less and less well to being prospected and approached out of the blue, as they were more likely to tap into websites with good SEO to educate themselves on their options. We began to understand that the only way we could overcome this and properly align our sales and marketing efforts would be through marketing automation, focusing on better content marketing. We shopped around and liked the way HubSpot marketed to us. Their concept of "inbound marketing" resonated and we wanted to emulate it. After a trial, we decided to subscribe and we have been using it throughout 2014 to manage our new blog, landing pages (including those for AdWords), emails, social media and, soon, a new website. It's a slow and at times painful process but the analytics show that it should pay off if we persevere. The service is managed by the marketing team but is also heavily used by our developers, and we have found that using HubSpot helps these two departments work better together, something that's crucial for our line of work. We sell online information for a relatively high price, business to business and with quite long sales cycles. So inbound marketing, which allows us to become a trusted voice to our prospects and customers, serves this business model very well.
- First and foremost, HubSpot has its methodology spot on. The technology that supports it is great but it means nothing without the thinking behind it. This comes through in their own blogs, in their training videos, in the layout of their tools and in everything they do.
- HubSpot blogging tools are very easy to use. You can pick them up straightaway.
- HubSpot offers consultancy sessions for its high-end subscribers. This is an invaluable benefit and helps you get your inbound activities off on the right track. Their customer support is also excellent.
- An area to sketch out workflows would be helpful but can easily be achieved outside of HubSpot.
- Management of assets could be improved. Some of the hierarchies are a bit flat.
- Navigation on the site, particularly when you want to go back a level, isn't always entirely intuitive or expected.
- Highly quality inbound leads
- Less strain on the development team for creating templated content
- Eloqua,Callidus Connect,Act-On,Infusionsoft
By far and away the most important factor in our choosing HubSpot was the thinking behind it. The software across these services appears to be very similar. But through its blog, videos, consultancy sessions and the way its platform is laid out, HubSpot promotes inbound thinking to its users better than anyone else. Its prices are also reasonably competitive and it allows trials, which some of the key competition doesn't.
The only reason we wouldn't would be if a budgetary decision above us precluded its renewal.
For very big organisations, in-house-developed marketing automation systems that contain more bespoke, business-specific elements might have the edge. But smaller companies don't have that luxury of resource. It's also important to determine where HubSpot will fit in a funnel that doesn't just include your CRM but also includes your accounts and payment platforms.