Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

What is HubSpot and what the heck does it do, anyway?

Over the years, HubSpot has grown far beyond its roots as a singular marketing automation platform, founded in the principles of inbound marketing. Now, it unites marketing, sales, and service automation for companies under one virtual roof.

What is HubSpot and what the heck does it do, anyway? Blog Feature

Liz Moorehead

Editor-in-Chief, Speaker, Host of 'Content Lab' Podcast

September 8th, 2020 min read

I first got into the inbound marketing game back in 2014, and the one constant in my life since then — first, as an account manager, then a senior account manager, then a content manager, then a content strategist, and now the content director here at IMPACT — has been HubSpot

Back then, HubSpot was known for one thing: marketing automation

"Wait, what's marketing automation?"

Put simply, marketing automation solutions like HubSpot (and Marketo) quite literally host and automate marketing activities under a single digital roof like blog hosting, email marketing, landing pages, lead collection forms, automatic email workflows, social media publishing and scheduling, and so on.  

🎓 Free IMPACT+ course: Marketing automation mastery with HubSpot

Today, that still holds true. However, over the years, HubSpot has grown far beyond its roots as a singular marketing automation platform, founded in the principles of inbound marketing. 

Why HubSpot doesn't just focus its solutions solely on marketing anymore

Once upon a time, the inbound approach focused solely on marketing — creating blogs and landing pages, focusing on lead generation, and so on. So, that's where HubSpot began its automation domination story, creating tools for marketing teams, based on the more traditional funnel approach:

HubSpot-Marketing-and-Sales-Funnel_Fotor

...and this beloved buyer's journey some of you may have already been introduced to in HubSpot certifications of yore:

Buyers_Journey_and_Content

But, over the years, digital teams and business leaders all over the world began to feel a disconnect.

Sure, inbound marketing was generating a lot of leads, but deals were still not closing. And, as a result, marketing and sales teams were feeling more fractured than ever, as marketing leaders struggled to justify the results they were getting (and their budgets). 

🔎 Related: 6 ways you're blowing your HubSpot Marketing Hub investment

Moreover, it's a well known fact that it's easier to drum up new business from existing, serviced customers rather than acquiring new ones. So, in 2018, the folks at HubSpot retired the linear, old school funnel for a new model called the "flywheel":

flywheel

Instead of the broad focus really being on activities owned by marketing — where sales swoops in at the end to try and close deals from those inbound leads — the more modern flywheel unites three units under the banner of positive growth for organizations:

  • Marketing
  • Sales
  • Service

That's why HubSpot now offers automation solutions for marketing, sales, and service

Here is an overview of some of the automation solutions HubSpot offers under each of its three "hubs" — although it should be noted that what is included as well as pricing is dictated by the level of HubSpot service you choose.

Screen Shot 2020-02-04 at 9.59.23 PM

The marketing, sales, and service hubs all have three tiers: starter, professional, and enterprise. 

HubSpot Marketing Hub

  • Blogging
  • Email marketing and reporting
  • Social media publishing and monitoring
  • Lead scoring
  • Automated action-based and email workflows
  • Landing and thank you pages
  • Lead form builders
  • SEO and content strategy tools
  • Website, landing page, blog performance reporting

The key thing to keep in mind with the HubSpot Marketing Hub is that it is not your strategy. Meaning you will only get out of HubSpot what you put into it.

For example, you shouldn't start using the blogging tool until you have a content strategy, and you shouldn't use the workflow tool without knowing exactly what workflow you're trying to build first.

This is the most common mistake we see folks make with their HubSpot Marketing Hub investment, so don't fall into that trap.

🔎 Related: Is HubSpot Marketing Hub right for your company?

HubSpot Sales Hub

The other thing I'll note that is critical to understand is that you cannot effectively report on or even begin to quantify the success of your content marketing without both HubSpot Marketing and Sales Hubs. Seriously, it's impossible. 

🔎 Related: How to nail your content ROI reporting strategy with HubSpot 

So, if you're making the jump into HubSpot, at the very least you will need the free HubSpot CRM. Otherwise, you'll never be able to connect the dots between your traffic and lead growth to closed deals with any specificity. 

HubSpot Service Hub

  • Ticketing
  • Live chat
  • Conversations
  • Conversational bots
  • Canned snippets
  • Meeting scheduling
  • Time-to-close and productivity reports
  • Task automation
  • Ticket pipelines and statuses
  • Customer support surveys
  • Customer insight dashboards

HubSpot also offers a CMS, so businesses can host their website in the same digital ecosystem

While making the leap from more mainstream choices like WordPress to HubSpot can seem like a big risk, there's a reason why 75% of the websites we build are on HubSpot:

  • The actionable intelligence of having your website and your marketing, sales, and service automation all under one roof is unparalleled. 
  • Better security, because HubSpot (unlike WordPress and other options) is not an open source system.
  • Site speed is a big, big deal, and HubSpot websites load super fast.
  • You have an edge with SEO, thanks to HubSpot's built-in SEO solutions, that you don't see with more traditional business website hosting solutions.
  • HubSpot has an incredible support system in place, including an extensive, always-updated knowledge base, live phone-based support, live chat, and more. WordPress has an online community, but no real, centralized support.

In addition to all of these points, our crack team of award-winning developers swear by HubSpot as being the more secure option than WordPress for business website hosting. And in today's climate, security is everything. 

But is HubSpot the right automation choice for your business?

Even though we are an award-winning HubSpot Elite partner agency, we also know from first-hand experience that HubSpot is not the right solution for every business out there. 

So, here are some resources to help you make the best choice for your company's marketing, sales, and service needs:

Happy HubSpotting! 

Uncomplicate your sales and marketing

You’ve had enough of ineffective inbound marketing and “top-tier” agencies that overpromise and underdeliver. 

Digital Sales & Marketing Mastery teaches companies the most essential sales and marketing functions through an intensive 12-24 month program of coaching, training, and strategy — resulting in better leads and more closed sales.

At last, the proven framework that uncomplicates your sales and marketing.

Explore Mastery

Give your team everything they need to experience inbound marketing success.

Digital Sales & Marketing Mastery teaches companies the most essential sales and marketing functions through an intensive 12-24 month program of coaching, training, and strategy — resulting in better leads and more closed sales.

Explore Mastery
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up - Background - Mobile - 2x.jpg?nocache=56
Looking to scale your business, drive more revenue, and dominate your industry?
Attract the right buyers, close deals faster, build brand authority, and help your sales and marketing teams become more productive through comprehensive coaching and training. Schedule your free 30-minute consultation with a digital sales and marketing specialist today to start achieving your goals.
Learn More
Give your team everything they need to experience inbound marketing success.
Explore Mastery
Give your team everything they need to experience inbound marketing success.