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February 25, 2013

HubSpot – Inbound Marketing for SMBs

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HubSpot is an all-in-one marketing platform for companies looking for a streamlined approach to customer acquisition. The platform offers many of the most popular digital marketing tools, including blogging software, lead management, landing pages, search engine optimization, and closed loop analytics, in one central location.

The way your business uses HubSpot will depend largely on your overall marketing goals. The platform is just as useful for helping people find your business online as it is for driving conversions and measuring your inbound marketing success. Use the platform to write a post on your company blog or build a new landing page, then promote that content across all the biggest social media networks. With HubSpot, you can schedule the time and date when your content should be posted. You can also run that content through the platform’s SEO engine to make sure you’re making the best use out of hot button keywords. While you create personalized emails to send to potential clients, your sales team can be tracking the effectiveness of all your company’s marketing efforts with HubSpot’s comprehensive analytics tools.

HubSpot integrates with a number of popular CRM platforms, including Salesforce, Microsoft Dynamics, and NetSuite. The platform also connects with Shopify, Gmail, and Facebook, which is useful for capturing the leads coming in through your social networking properties.

Practical Uses:

  • Find out how much benefit your company is deriving from its marketing efforts
  • Get recommendations for the best keywords to use in blog posts
  • Promote the posts you write on your company’s blog
  • Track the effects of a new landing page you designed

Insider Tips:

  • Run A/B testing on your landing pages
  • Segment incoming leads based on data or behavior
  • HubSpot offers templates that people can use for email marketing
  • SEO data can be localized based on the country

What we liked:

  • HubSpot offers all the basic marketing tools a SMB could need
  • Managers can review the interactions their employees have with clients
  • Companies can track their Twitter, Facebook, and LinkedIn feeds from one dashboard
  • HubSpot’s platform includes blogging software that’s easy for writers to use

What we didn’t like:

  • HubSpot’s pricing could be cost-prohibitive for some small businesses

Alternatives:

Company Info:

  • Launched: 2006
  • Privately Held
  • Headquarters: Cambridge, Massachusetts
  • Founded by: Dharmesh Shah and Brian Halligan
  • Web site: http://www.hubspot.com

Costs:

  • Basic plan is $200/month
  • Professional plan is $600/month
  • Enterprise plan is $1,000/month

Comments

  1. Hi Stephanie — Thanks for taking the time to really dive into HubSpot and understand how it works. I think your focus on the all-in-one nature of the HubSpot platform is exactly right. That’s what makes HubSpot different, and is one of the important things SMB owners and marketers should keep in mind when evaluating HubSpot.

    Also, I can see why pricing may be a concern for some marketers. This is why our pricing scales according to the number of contacts you have in your database. The more contacts you have, the more sales you should be getting, so the more value you’re getting out of HubSpot.

    It’s also worth considering the replacement cost of everything you get in HubSpot — analytics, blogging software, marketing automation software, email marketing software, landing page tools with a/b testing, a marketing contact database, social media publishing software, SEO software, plus consulting and technical support. Individual pieces of that package are bound to be cheaper than HubSpot, but you’re going to have a hard time getting all of that for a better price. And it will be a real pain in the neck to stitch together.

    Rick Burnes
    Director of Product Marketing, HubSpot

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