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The HubSpot Marketing Automation Platform

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The HubSpot Marketing Automation Platform

Where it swims and sinks.

Introduction to HubSpot

The HubSpot marketing automation platform was created in 2006 as a platform for marketing, sales, customer service, CRM, as well as a blog dedicated to the methodology of the services it offers.They’re a platform that primarily targets small to midsize businesses (SMBs) and is considered to be one of the pioneers in its arena.

If you’re organization which is considering adopting the HubSpot marketing automation tool, you’ll want to know the basics such as pricing and capabilities. But you also want to know what it does best and where it falls short so that you can be sure it’s an appropriate fit for your organization. These are the topics we’ll cover today.

By the end of this post, you’ll be equipped with all the necessary data to make a decision as to whether HubSpot is the best option to meet the needs of your company. As an added bonus, if you’re currently using another tool, and wish to migrate to HubSpot, we’ve included a number of checklists at the bottom of this post to help you make the transition.

However, if you want to have an expert team conduct your migration for you, reach out today so we can setup a time to speak with you about our services and how we can assist you during the migration process.

But for now, let’s move on to the considerations for choosing the HubSpot marketing automation as your MOPs solution which include it’s pricing, capabilities, and pros and cons.

Why Use HubSpot?

HubSpot offers both a CRM as well as an inbound marketing software platform to help you align sales and marketing with the goal of increasing website traffic and conversion rates. It enables marketing teams to optimize website content and distribution while enabling sales teams to easily create company profiles and manage deal communications and dashboards.

HubSpot is an excellent choice for small to medium companies who are just starting to see the value of CRM and marketing automation and don’t require a lot of the complexity provided by other, more costly solutions such as Eloqua or Marketo.

HubSpot Pricing & Capabilities

Unlike some of the other marketing automation tools we’ve reviewed, HubSpot’s marketing automation platform is very affordable with pricing plans that range from $50 to $2,400 per month.

You’ll be happy to hear, however, that their CRM is 100% FREE, with a limit of 1,000,000 contacts, which is a big differentiator for them. Let’s first take a look at their free CRM capabilities, and then we will review their marketing platform pricing packages and capabilities.

Free CRM Capabilities
  • Contact Management
  • Contact Website Activity
  • Company Profiles
  • Company Insights
  • Deals
  • Tasks & Activities
  • Gmail & Outlook Integration
  • HubSpot Connect Integrations
  • Custom Support Form Fields
  • Prospect Database
  • Ticketing
  • Reporting Dashboards
  • Email Tracking & Notifications
  • Email Templates
  • Canned Snippets
  • Documents
  • Calling & Scheduling
  • Messenger Integration
Marketing Packages
Starter Professional Enterprise
$50 per month $800 per month $3,200 per month
1,000 Contacts 1,000 Contacts 10,000 Contacts
Free CRM Plus Free CRM Plus Free CRM Plus
Ad Management Starter Plus Professional Plus
Live Chat Marketing Automation Content Partitioning
Conversational Bots Smart Contents Hierarchical Teams
Forms Blog & Content Creation Tools Single Sign-On
Contact Website Activity SEO & Content Strategy Social Permissions
List Segmentation Social Media Email Send Frequency Cap
Email Marketing A/B Testing Calculated Properties
Ad Retargeting Landing Pages CMS Membership
CTAs Multi-touch Revenue Attribution
Video Hosting & Management Filtered Analytics View
Website Traffic Analytics Custom Event Triggers & Reporting
Campaign Reporting
Custom Reporting

HubSpot Marketing Automation Platform Pros & Cons


Now that you know a bit more about HubSpot, their product, and their pricing, let’s break down the specific pros and cons to help you decide if this is the right tool for you.

PROS

Friendlier UI

HubSpot has one of the best UI’s, on our opinion. Their easy-to-use layout makes it easy to get onboard faster and more efficiently.

Updated Resources, Expert Forum and Excellent Customer Service

HubSpot has made a lot of improvements to their initial platform to help you resolve queries while running a marketing program. They’re resources are also a help to any marketer who needs strategic advice or wants to implement best practices in their campaign.

Built in CRM – No Integrations Needed

Unlike some of its competitors, HubSpot is designed to align sales and marketing with a CRM and Marketing Automation in one. Thus saving you time and money on the cost of additional licenses. That being said, please note that HubSpot’s CRM is better for SMEs who don’t need a ton of power out of the gate.

Great Reporting Capabilities

As a marketing agency, we work with companies of many shapes and sizes. But regardless of their configuration, they all have the same marketing goal: to increase and convert leads. It’s for that reason that we love HubSpot. Its comprehensive and collaborative data structure enables us to show ROI with precision and help clients allocate budget efficiently.

Pricing

Another aspect we love about HubSpot is the strength and capability you get for the price. Unlike some of the other tools we’ve reviewed, while powerful, still tend to be a bit unreasonably priced without much leeway. We feel that HubSpot is truly a “grow with you” tool that can be scaled as your organization grows.

Robust Integration Library

We also love the robust selection of integrations that Hubspot offers. They go above and beyond to meet the needs of SMBs.

HubSpot CMS

As an advocate of inbound methodology and content-based, growth marketing, HubSpot provides a superior, feature-rich content management system that is a viable alternative to competitors like WordPress.

CONS

The CRM isn’t as Feature-Rich as Other Tools

As we stated before, for small to medium sized businesses that are just starting to use a CRM and only need basic functionality, HubSpot is great! However, if you are further along in your marketing journey and your marketing programs require a high level of customization- such as dynamic content, sectioned structure of forms, etc, HubSpot is probably not the best fit for you.

Inflexible to Complex Sales Processes

This second complaint is tied to the first. Due to HubSpot’s limited functionality, it’s not really built for larger organizations with complex sales processes. For these enterprise scale businesses, it is likely they will need a separate tool for sales operations like Salesforce.

What to Consider Before Migrating to HubSpot

Inventory and Cleanup

Migrating to a new marketing automation platform can be tricky. You really want to take a full inventory of all your assets so that nothing is left behind or accidentally discarded during the migration process.

This is also a great time to do a little “spring cleaning” with your database. You can take this opportunity to cleanse contacts and tighten up your file structure and conventions and make a fresh start in HubSpot.

Archive Valuable Items

Beyond cleaning, you may be unsure of what you should migrate or what you should archive for potential use later down the road. So here are a few considerations to review as you plan your archival process.

  • HTML Templates
  • Emails & Landing Pages that may be needed later
  • Smart lists
  • Campaign workflows
  • Form submission data
  • Reports/Analytics
  • CTAs

Planning & Timeline

It’s important to note that your migration can take several weeks depending on the size of your database and content. Many of your assets can’t be transferred and will need to be re-created, so be sure to create a project management plan for your migration and set a reasonable timeline.

Testing

When it comes to your automation sequences and triggers, make sure you test everything before you cancel service with your current provider. This ensures that you can “retrace your steps” and pinpoint any by comparing your new campaign to its predecessor.

Ready to Migrate?

Use Our HubSpot Checklists!

Now that you have a good understanding of HubSpot, it’s strengths and weaknesses, you’ll have to decide if moving to this platform is the best for your organization. If so, we welcome you to use our customized checklists to help guide your transition.

Marketo to Hubspot
Mailchimp to Hubspot
Eloqua to Hubspot
Pardot to Hubspot

Don’t have the bandwidth to commit to a migration effort? Worried that assets might fall through the cracks and campaigns won’t function properly once in HubSpot? Let us help!

At Interrupt Media, we are automation experts and we provide a white glove approach to migrating your database from your current automation tool to HubSpot.

Reach out today and let’s setup a time to chat.

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