Every day, we talk to companies that are either shopping for a marketing software or that have HubSpot and are considering upgrading to a new package.
Choosing the right HubSpot package for your company comes down to a few key factors:
your needs and goals
your commitment to the inbound marketing methodology
Before looking at the different features and costs of the different HubSpot Packages, take some time to think about what problems you’re looking for HubSpot to solve. Then, think about what your goals are for your marketing over the next year.
Lastly, think about your commitment level to inbound marketing. Are you new to inbound? You may see all the features of Pro and think, “Wow! Look at all the things I could do!,” but are you at a point where you could practically utilize all of the features it has to offer?
Use that as a frame of reference as you look at different packages. Ask yourself - will these features help solve my marketing problems? Will these features allow me to meet my marketing goals for this year and beyond? Will I actually be able to use all of these features?
Below, we’ve listed the essential features of each of the HubSpot packages, as well as who these packages tend to be best suited for. Base your decision on them and the information above, and you’ll be in great shape.
According to the product page, “HubSpot Marketing Free provides the building blocks to help you start collecting leads, analyzing their activity on your website, and measuring success.”
What does this actually mean? The basic gist of what Marketing Free and Starter are offering are what HubSpot calls a Lead Flow. This is a pop-up form on your website that will be delivering some kind of offer (maybe an infographic, eBook, or requesting a demo). When a visitor fills out the pop-up form, HubSpot will capture their data and put them into your Contact Database.
Marketing Free is available on all CMSes and unlike its predecessor, LeadIn, only allows you to get Lead Insights (company, job title, social profiles, etc) for the first 7 days, but Marketing Starter ($50/month) has no limit on Lead Insights. Marketing Starter also let’s you remove the HubSpot branding and use custom form fields.
And that’s pretty much everything there is to it!
Who should use HubSpot Free/Starter?
These packages are great for anyone who is completely new to HubSpot, marketing automation softwares, or inbound marketing in general. If you’re just dipping your toes in the water with inbound marketing, these packages are easy-to-use and painless to set up.
They also allow you to get familiar with HubSpot without diving into a bigger, more expensive package or overly-sophisticated features. With Lead Flows, you’ll be able to experience the power of inbound without being overwhelmed by all of the different features of one of the higher HubSpot tiers.
Once you’ve seen the power of what even simple applications of HubSpot can do and are ready to do more, it will be easy and straightforward to upgrade to a higher tier, and you’ll already be familiar with your HubSpot portal!
What do you get?
HubSpot Basic offers a much more robust suite of features than the Free/Starter packages.
HubSpot Free/Starter focuses on one very specific aspect of inbound marketing: collecting leads, but after that, there’s very little you can do with them
Each of the next HubSpot tiers gives you additional tools and features to actually communicate with, organize, and nurture these leads.
Without going into the specifics of all of the different features that each tier has (you can do that here), it’s important to know the major differences.
You get a lot for $200/month with HubSpot Basic. You get a dashboard that tracks traffic, leads, and sales. You get a whole suite of optimization tools for SEO, social, email, and more. You can create custom calls-to-action (CTAs) and landing pages to increase conversions and you can track how you’re ranking for keywords.
That’s just some of what you get with Basic, but the biggest thing you need to know is what you don’t get - automation and A/B testing. We’ll talk about that later.
Who should use HubSpot Basic?
HubSpot Basic is great for a small company with a limited marketing budget.
You’ll get a ton of features without breaking the bank, but also have the analytics to show your supervisors the ROI that you’re getting with HubSpot if you’re at the point where you want to upgrade and need a bigger budget to work with.
If you have a small amount of leads coming in through your website each month, and you have enough people-power to nurture them individually, you also probably won’t benefit too much from the automation that Pro and Enterprise give.
Overall, if you want to do anything beyond simply capturing leads with Lead Flows (with HubSpot Free), this is a great package to start with. You’ll be able to segment your leads and create email campaigns to nurture them, create landing pages, as well as schedule and monitor all of your social media marketing.
What do you get?
Pro is HubSpot’s self-proclaimed “most popular option,” and we have to agree with them here.
The majority of companies that we work with choose this $800/month package. You get everything that Basic has to offer, plus some major features that we mentioned earlier, including A/B Testing.
At the heart of successful inbound marketing is experimentation. At IMPACT, we test just about everything we do, and we use HubSpot’s A/B testing for much of that. With HubSpot Pro, you can A/B test just about anything - CTAs, landing pages, emails, you name it.
This allows you to continuously improve your methods based on how your visitors and contacts respond to things like copy and color. You’ll be able to get better and better at speaking to your company’s personas and be able to learn from every campaign you do.
The other major feature you get with Pro is automation. If you really want to make HubSpot work for you rather than you working in HubSpot, automation is key. You can create email nurturing workflows that are triggered when a visitor becomes a lead or takes a specific action (i.e. not opening your email, downloading another offer) that send emails in sequence without you ever having to do a thing.
It’s an incredibly powerful tool that allow a small marketing team to nurture a large amount of contacts very personally.
Who should use HubSpot Pro?
The features mentioned above aren’t the only features that Pro has to offer above Basic, but we think they alone make Pro the best choice for any company that is serious about going all-in with inbound marketing.
Even if your marketing department is small, Pro can be a great choice because of the benefits of automation. One person can create nurturing workflows, follow-up emails and other automated processes that allow them to do the work of 3 or 4 people at once.
For this reason, Pro is a great choice especially if your marketing budget is tight. With automation, you’ll need less man-power to nurture all of your leads, which will allow your people to spend more time improving other areas of your marketing or website.
We like to think of HubSpot Enterprise as Pro on steroids. This $2,400/month package is the deepest and most robust level of HubSpot you can get, but when initially looking at the features, it may notlook too different from Pro.
The additional features you get with Enterprise mostly center around reporting and lead scoring. It allows you to create custom advanced reports that help you track and analyze just about all of your inbound marketing efforts. It also allows you to do predictive lead scoring and score leads based on actions they take on your site, helping your sales team identify and prioritize your best leads.
Who should use HubSpot Enterprise?
You might be wondering why there is such a big price gap between Pro and Enterprise, and why reporting and lead scoring would be worth the extra cash. That brings us to the biggest reason why companies choose Enterprise: Contacts.
Each HubSpot tier has a contact limit (100 for Basic, 1,000 for Pro, and 10,000 for Enterprise), andan additional fee per 1,000 extra contacts you have in your database over your tier limit ($100/month for Basic, $50/month for Pro, and $10/month for Enterprise).
If you’re a large company with a large contact database and lots of leads coming in, things like advanced reporting and predictive lead scoring will be of great value, and HubSpot Enterprise will likely be the best option for you as well.
We hope this summary of the HubSpot package tiers has been helpful in making your decision. If you’re still not sure which package is best for your company, HubSpot’s sales team is well-equipped to walk you through the process as is IMPACT.