What is HubSpot? Features, prices and video tutorial

If you dedicate yourself to the world of inbound marketingI’m sure you’ve already heard of HubSpot. This company has the market-leading tools to carry out an inbound strategy from start to finish and all the resources you need to become an expert in this methodology. How does Huspot work? Is it the right solution for you? Let’s see it!

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What is HubSpot?

HubSpot is a software platform aimed at automate marketing, sales and service processes. Its goal is to help professionals develop inbound marketing strategies.

HubSpot is an integrated solution that allows you to control many aspects of marketing and sales from one place, instead of using different platforms as needed. In this way, it makes it much easier to have a global vision of all your marketing actions.

The ultimate goal of HubSpot is, therefore, to help attract visitors, convert these visitors into leads and finally make them become customers and retain long-term loyalty. All this with communication associated with value, non-intrusive and that puts the consumer at the center of everything.

It should be noted that the founders of HubSpot, Brian Halligan and Dharmesh Shah, are the “fathers” of the concept of inbound marketing itself. While studying together at MIT, Halligan and Shah realized that the way people shop was changing radically. Consumers no longer wanted to be interrupted with advertising, but rather to investigate their own needs and naturally reach the products and services they were looking for.

From this idea, Halligan and Shah developed the philosophy and methodology of inbound marketing, condensed in the book Inbound Marketing: Get Found Using Google, Social Media and Blogs. Shortly after, in 2006, they founded HubSpot to offer marketers software to put these ideas into practice.

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What does HubSpot offer?

1) Inbound marketing software

HubSpot CRM

HubSpot CRM is probably the most popular product in its entire range of solutions, as it is completely free and unlimited. For this reason, many marketers use it as a “gateway” to HubSpot services.

HubSpot’s CRM offers everything you need to organize, monitor and nurture relationships with leads and clients. Among its functionalities, we highlight the following:

  • Sales funnel management. A visual dashboard where you can see all the information about your sales process: transactions won and lost, scheduled appointments, contracts sent, performance analysis…

  • Automatic recording of all activities. HubSpot CRM automatically monitors and records customer interactions on any channel (email, social media, calls…).

  • Unified contact information. All data and interactions with a contact are stored in a timeline, including calls, emails, meetings, and notes. In this way, it is very easy to access all the information.

  • Conversations with leads and clients. With live chat, team email, and chatbot tools that deliver to a universal inbox, your team can manage and respond to all conversations in real time from one place.


HubSpot’s new content manager, launched in April 2020, is focused on boost websites to help customers grow. These are its main functionalities for marketers:

  • Flexible themes to create websites quickly and easily.

  • Recommendations and SEO optimization to improve your positioning.

  • Simple domain management in multiple languages ​​and optimization for international SEO.

  • Automated tests. You can create up to 5 variants of a page and HubSpot is responsible for monitoring and choosing the one that performs best.

  • Contact attribution reports to find out which content, sources and campaigns attract the most leads.

For developers, CMS Hub also offers several interesting features:

  • Local website development with tools like GitHub to manage and control versions.

  • Serverless features, for example, adding interactive elements.

  • Design themes from templates or from scratch.

  • Community and documentation for developers.

  • Dynamic contents such as global data tables.

  • Code alerts. Quick notification of syntax, HubL, tag or infrastructure errors.

Marketing Hub

As its name suggests, this HubSpot tool is responsible for managing marketing. These are its main functions:

  • Create content without the need to program, with drag and drop functions to create email templates and landing pages, blog content optimization and more.

  • Attract traffic specific to key web pages with SEO suggestions, social media promotions, display ads, personalized messages…

  • Convert visitors to leads qualified through landing pages, forms and live chats. Includes functionality to do A/B testing.

  • Convert leads into customers. Thanks to HubSpot automation solutions, each lead can follow a personalized purchasing journey. HubSpot offers email tools and incremental campaigns to schedule a series of emails that give leads everything they need to convert into paying customers.

  • Monitor to clients and report on their impact. Marketing Hub can integrate with HubSpot CRM or Salesforce to automatically record and organize all customer interactions with the brand.

  • Optimize the organization and efficiency of your equipment. HubSpot allows you to create hierarchical teams with different permissions and organize content so that each user can access what they need.

Sales Hub

Sales Hub is HubSpot’s solution focused on sales process automationwith features such as:

  • Create sequences of reminders and automated follow-up emails.

  • Create and share email templates for the most common messages. You can also measure and compare the performance of different templates.

  • Make a tracking interactions of users with your emails, for example, receiving a notification every time a lead opens an email, clicks on a link, or downloads an attachment.

  • Program meetings more easily.

  • Eliminate completely the manual data entryas contact data, email opens and clicks are recorded automatically.

  • Monitor all sales funnel tracking closed, lost and in-process sales.

Service Hub

Lastly, Service Hub is the HubSpot customer service solution, which aims to make life easier for support teams and improve the user experience. Its main functions are:

  • Conversations. It allows you to manage all customer interactions in an integrated way through a universal inbox.

  • Tickets. Customer issues are recorded in the form of tickets that you can assign to different people and monitor from a single place.

  • Surveys of customer satisfaction.

  • Knowledge base indexed in search engines to reduce the number of help requests.

  • Automation of customer service processes (for example, ticket escalation or automated email responses).

  • Email with a single alias for the entire team.

  • Chat live and chatbots automated.

  • Creation of reports of customer service.

Additional features

In addition to the top 5 solutions we just described, HubSpot also has add-ons or extensions that allow us to add extra functions. For example, here we can find a reporting tool, a transactional email platform or an online advertising campaign manager.

If we combine the main solutions and the add-ons, we see that we can create a lot of different combinations to adapt to our needs at all times and have a truly personalized tool.

2) Inbound marketing training

HubSpot’s software tools cover many of the needs of inbound marketing professionals. But even if you decide not to hire their solutions, HubSpot has a lot to offer. Let’s take a look at their training resources.

HubSpot Blog

As you already know, the content marketing It is a very important pillar within inbound marketing strategies, so HubSpot could not help but lead by example.

The HubSpot blog is one of the best free resources to learn about inbound marketing, online marketing, and related topics such as sales, customer service, or industry trends.

Downloadable resources

If you want to delve deeper into any of the topics covered on their blog, HubSpot has plenty of downloadable content, including PDF guides, infographics, templates, and presentations.

HubSpot Academy

HubSpot Academy is the HubSpot specific training site, which allows us to take more detailed courses to continue training in inbound marketing, sales, email marketing and other related topics. In addition, it also allows you to obtain certifications in the tool itself.

HubSpot Research

Finally, we have the HubSpot Research section, in which the company publishes studies and reports on market trends, inbound results, online marketing, etc. A fundamental resource for marketers who want to stay up to date with market trends and base their strategies on updated and proven data.

Integrations and customer support

HubSpot offers a comprehensive inbound marketing solution, but sometimes it may be necessary to integrate it with other tools we use. To make it easy for us, HubSpot Connect It offers more than 200 standard integrations with which to create a technological ecosystem with which to control our company.

In addition, HubSpot also stands out for offering a good user experience, a large amount of documentation to learn how to use the platform, and a good customer service team to resolve questions. If necessary, it is also possible to contract customized professional services such as consultancies, onboarding services or training in small groups.

How much does HubSpot cost?

As we have just seen, HubSpot has different modules and customization options. Therefore, instead of a fixed price, we have different options…