The Best and Worst of HubSpot
Hubspot is a major player in the marketing automation sector.
They market themselves as an inbound marketing software company that helps your business get found online, convert website traffic into leads and customers and optimise based on your results. HubSpot provides tools for search engine optimisation, writing blogs, creating web content and leveraging social media, all helping your company naturally attract people to your brand and site. You can then convert prospects to leads to customers with landing pages, lead nurturing and marketing analytics.
Here at Stampwood we have been using the Pro edition of the HubSpot marketing automation platform for the past few years. We thought it would be nice to share a bit of our experience, so we’ve put together an overview of what we found were the best and worst bits of the platform.
But, before we start, we should note:
- HubSpot has a vast range of features and capabilities, to go through them all would take far more than one blog post. So we have only picked the bits that really stood out.
- Every companies requirements are different, so what works out for us might not work out for you. Before you can choose an automated marketing software, you must know what YOUR requirements and prorites are.
Best Bits of HubSpot
- HubSpot is a collection of over 40+ tools to enable digital marketing. They all interconnect and provide a simple, centralised analysis of all your digital marketing efforts. This provides a single view of all the digital interactions with each lead and customer – allowing you to optimise your marketing accordingly.
- Because everything is integrated, each component goes further. There are better individual tools out there for some aspects but the integration outweighs this.
- The reporting is detailed enough to identify what works and what does not, helping you to continuously improve your results.
- HubSpot is dynamic and easy to use out of the box.
- Hubspot continue to develop the platform to address user-voted enhancements. This means that things currently on the worst list below may have already been addressed.
- Hubspot teaches you how to implement a inbound strategy with their on-boarding, training and ongoing support. Follow this and results will come from your efforts over time. Additionally, the HubSpot Academy enables you learn about product updates and marketing best practices at our pace.
- Integration to SalesForce or the HubSpot CRM are excellent.
Worst Bits of HubSpot
- We have found Hubspot is better at the front end of the inbound process than most marketing automation tools but is fairly average at the nurturing and workflow stages.
- Hubspot has a very basic file manager that could do with an overhaul. Managing content is primarily via searches (which are fine) but some people would find it easier with a more flexible file structure.
- Workflows are fairly powerful but can be tedious to maintain. If you want to add a condition where someone has downloaded ANY content piece then you need to add all of these content pieces individually. This means when you create a new content piece you need to go back and update every affected workflow.
- Lead scoring is simplistic. Only a single score is allowed so if you have two or more divisions with different product lines then you can’t score an individual for each. Furthermore, you cannot group content assets together – every piece must be given an individual score.
- Pricing is low compared to many other marketing automation systems but some functionality can be at an extra cost. For example, more detailed reporting, ad tracking and a/b testing. The price will also increase according to number of contacts in the system.
- Contacts do not inherit data from the company details. You maintain each individually which can be tedious and lead to mistakes.
HubSpot is not the best product in every category, but the software gathers together the essential elements of digital marketing and puts them to work in a unified process called inbound marketing, which is much more powerful than using elements like social media, email marketing, analytics on their own.
In a nutshell, HubSpot frees up time from getting tools to work and gathering data to easily seeing and sharing campaign results and improving strategy. Other marketing software can be heavy on technical implementation, while HubSpot implementation is about learning how to start deploying campaigns that generate results.