What is HubSpot? A complete guide to the CRM system

HubSpot is a popular CRM system used to gather all your customers, emails etc. in one system. In this article we take a look at:

• What is HubSpot?
• What HubSpots consists of
• Why should I choose HubSpot?
• Can my systems integrate with HubSpot?
• Who is suitable for HubSpot?

We will walk you through the entire HubSpot universe and follow you hand in hand so you get answers to your questions about HubSpot and become better at using the CRM system.

What is HubSpot?

HubSpot is one of the largest and leading CRM systems for companies ranging from 10 to 250 employees. To get a little more specific and dive into‘What is HubSpot‘, it’s a CRM system that helps companies organize contacts, companies, deals and relevant data in a unified system. HubSpot CRM helps companies digitize their business processes so you have everything stored in one system. HubSpot does this by focusing on being an all-in-one system for your marketing, sales, service, operations and CMS activities. In addition to HubSpot offering its own comprehensive circuit, you can also integrate all your systems from LinkedIn to Outlook into HubSpot.

With HubSpot, you can easily manage your contacts, see which pages on your website they have visited and create targeted campaigns. It also offers a wide range of features and options such as email marketing, social media management, funnels and dashboards.

HubSpot’s different hubs

Overall, HubSpot consists of five core functions, including activities such as marketing, sales, service, CMS and operations. These are also the five hubs that make up HubSpot:

1. HubSpot Marketing Hub, which allows you to automate marketing activities and follow up on customer inquiries.
2. HubSpot Sales Hub, which can be used to manage the sales process from lead to closing a deal.
3. HubSpot Service Hub, enabling businesses to deliver excellent customer service through efficient support request management.
4. HubSpot CMS Hub, which is used to manage content.
5. HubSpot Operations Hub, which is used to optimize internal processes.
6. HubSpot Commerce Hub is used for payment optimization (currently in beta)

With HubSpot, all these functions are gathered in one system instead of having one system for marketing, one for sales, etc. this way your business can sit in one unified system Below we will go through each core function separately.

For more information about HubSpot’s five hubs, you can read about them on HubSpot’s own website

Why should I choose HubSpot?

With HubSpot, you get a comprehensive and easy-to-use platform that can help you increase sales, improve marketing and strengthen relationships with your customers. HubSpot allows you to automate processes, optimize your marketing efforts and follow up on leads efficiently. This makes it the preferred choice for sales and marketing decision makers.

HubSpot has already proven to be the preferred solution for many successful businesses. Through our case studies, you can see examples of companies that have experienced impressive results after implementing HubSpot. These cases will give you inspiration and concrete examples of how HubSpot can contribute to your growth.

According to Gartner, 93% of users rate HubSpot 3+ stars.

From silo-based solutions to one unified HubSpot

Can my systems integrate with HubSpot?

The answer to this question is yes, HubSpot CRM is designed to integrate with most systems (as you can see below). HubSpot is a versatile CRM system that is designed to meet most needs and can be integrated with a wide range of systems. Whether you use e-commerce platforms like Shopify or WooCommerce, or email marketing services like MailChimp, Leadfeeder, WordPress, ActiveCampaign or LinkedIn, HubSpot can be customized and integrated to meet your specific needs.

For the more tech-savvy, HubSpot’s open API allows you to develop custom integrations and automations to optimize your business processes and increase the efficiency of your sales and marketing efforts. Below is a selection of HubSpot integrations, or you can read about them on our‘HubSpot integrations‘ page:

HubSpot open API

As mentioned earlier, HubSpot has an open API that gives you the ability to create custom integration solutions, which means they can customize and extend the capabilities of the HubSpot platform.

With access to data and functionality via the API, you can collaborate between HubSpot and third-party applications. This opens up a world of opportunities in automation, reporting and streamlining processes.

Who is suitable for HubSpot?

HubSpot is a comprehensive platform tailored to meet your specific needs. It is therefore suitable for almost any size of business. According to HubSpot’s own case studies , both large companies like Tumblr and Rakuten Advertising with over 200 FTEs and small businesses with 1-25 employees use HubSpot. It is particularly suitable for companies that want to leverage data and streamline sales, marketing, customer success and operations, each of which has its own HubSpot module. Here are 6 reasons why HubSpot is a must-have for most businesses:

So, back to our question, who is suitable for HubSpot? The answer is any company that doesn’t want their CRM & tech stack to prevent their colleagues from performing at their best. HubSpot can meet all your needs whether you’re just a few people or 250 FTEs

Two examples of how HubSpot is suitable for specific industries

One of HubSpot’s great strengths is its versatility and ability to adapt to a wide range of industries – from SaaS companies to manufacturing companies. Below are two concrete examples that illustrate how HubSpot can be used effectively in different industries:

Customized reports for manufacturing companies:

HubSpot offers advanced reporting options that can be customized specifically to the needs of manufacturing companies. Manufacturing companies can generate detailed reports that not only show sales data, but also monitor inventory, production cycles and customer behavior over time. This data can be aggregated into visual dashboards that give management a quick overview of critical metrics. Using this insight, manufacturing companies can make more accurate decisions around inventory optimization, demand and production planning. HubSpot’s reporting tools also help identify patterns in customer buying behavior, making it easier to plan production according to market needs and minimize excess inventory.

Automated marketing campaigns for software companies:

Software companies, often operating in the SaaS (Software as a Service) space, can leverage HubSpot’s marketing automation to run targeted and automated campaigns based on customer interactions and preferences. HubSpot provides the ability to create automated workflows that respond to user behavior, such as when a user signs up for a free trial, downloads a resource, or shows interest in a specific product. These workflows can include personalized emails, follow-ups, and lead nurturing to retain and encourage prospects to take the next step in the sales process. This automation not only saves time and resources, but also increases conversion rates as it ensures that each customer receives relevant and timely communication based on their individual behavior and preferences.

Why use a HubSpot partner?

By using a HubSpot partner you get access to their expertise and specialization in implementing HubSpot – in other words, you get HubSpot help. Their skilled consultants have extensive knowledge of the platform’s features and best practices, ensuring an efficient and seamless implementation process.

A HubSpot partner can provide tailor-made solutions that fit your business needs exactly. They will integrate your existing system with HubSpot in a seamless way, so you can maximize the value of your CRM system effortlessly.

By working with an experienced HubSpot partner, you not only get training on how to use the platform, but also continuous support after implementation. Certified consultants are ready to guide you through the entire process and help with any questions or challenges along the way.

Here are the different degrees of a HubSpot Partner:

• Elite partners
• Diamond partners
• Platinum Partner
• Gold partners
• Unclassified partner

At Radiant we are a platinum partner – you can book us to review your HubSpot or introduce and show you the possibilities for your organization in HubSpot here.

How much does HubSpot cost?

If you’re considering using HubSpot, you should be aware of the price. The cost of using HubSpot varies depending on your size, needs and choice of subscription plan. Luckily, HubSpot offers different packages, including a free version, as well as paid plans with more features and functionalities. Within HubSpot’s pricing universe, there is starter, professional and enterprise.

Read more about HubSpot’s pricing

HubSpot implementation

If you want to get started with HubSpot, it’s a good idea to seek advice from a HubSpot Partner – that way you can get off to a good start with your new HubSpot. Whether you need help implementing HubSpot depends a lot on your size. If you’re a smaller company in the start-up phase, a large, expensive implementation is probably not necessary and you can do it yourself. On the other hand, if you have existing processes and 8+ employees using the system, it’s often a good idea to seek help. That way, potential customers don’t fall out of the system, employees are onboarded faster and the system is tailored to your needs.

Read here how to implement HubSpot

Does HubSpot work with your ERP system?

Yes, you can integrate HubSpot with most ERP systems and almost all companies that have an ERP and a sales department integrate their ERP with a sales, marketing and customer service focused ERP system. For help integrating your ERP system with HubSpot, contact us or read more about HubSpot ERP integration here.

Get help with HubSpot

At Radiant, we have implemented more than 100 HubSpot for companies in Denmark, Norway and Sweden and we experience a big problem for companies in maintaining and getting the most out of HubSpot. We help companies with 100+ employees and small companies with 8 employees to optimize and get started with their HubSpot.

You probably know the feeling: You’ve invested in marketing, sales, customer service and an optimized website – but nothing to tie it all together and create synergy across the different solutions. This is exactly the problem we solve with HubSpot as a Service.

Through HubSpot as a Service, we implement best practices based on over 100 HubSpot implementations, optimized sales processes and sales strategies.

With Radiant and HubSpot, you get a strategic and executing partner that can assist you from marketing automation to sales strategies based on best practice and deep HubSpot experience.

Train yourself in HubSpot with HubSpot Academy

HubSpot academy is an online learning forum where you can learn more about HubSpot. HubSpot academy consists of a lot of courses and certifications with different purposes within sales, marketing, data and much more. With this forum of knowledge, you can develop your skills within HubSpot, train employees in the platform and generally increase the level of how you use HubSpot.

Explore HubSpot Academy

Understand how HubSpot is built – on a deeper level.

This is for those who want to learn more about what HubSpot is and how it works. In the coming sections, we will take a deeper look at how HubSpot is structured. The above is just a small tip of the iceberg, but let’s dive into how HubSpot is built. So we’re really trying to understand “what is HubSpot” and “why is it so popular”. To do this, we’ll look at the different parts of HubSpot and how it has layer by layer become one of the most popular CRM systems.

HubSpots Marketing Hub

HubSpot marketing hub is the first module in the entire HubSpot universe. This is where HubSpot started to grow its roots and has since taken off. This module unifies all marketing activities in one place, which may help explain its popularity. What makes Marketing Hub unique is its collection of different features that together create a synergistic effect and make it easy for you to take advantage of the many possibilities. Let’s get started by understanding how HubSpot and the HubSpot marketing hub are built.

Inbound Marketing in HubSpot

Inbound marketing is where HubSpot really took off and became popular. Inbound marketing is an integral part of HubSpot’s Marketing Hub, allowing you to attract customers by creating relevant and engaging content in a data-driven way. Get a better understanding of what inbound marketing is.

Marketing Automation with HubSpot

Marketing automation is one of the areas where HubSpot is particularly strong in 2024. With a unified system like HubSpot, you can benefit from automating everything from follow-up emails, newsletters and scheduling organic social media posts. Get a better and broader understanding of what marketing automation is.

Email marketing through HubSpot

Email marketing is the old boy in the class when it comes to marketing – but it’s still very popular, especially with increasing social media privacy. It is therefore, quite naturally, an integral part of the HubSpot marketing hub. Get a better overview of the benefits of what is email marketing and why use HubSpot?

Marketing Funnel made directly in HubSpot

A marketing funnel is an important element for serious marketing departments. It helps you structure how to break down the customer journey and outline a funnel. Learn more about what a marketing funnel is

Marketing analytics in HubSpot

Marketing analytics will only become more important as data, budgets and competition increase. That’s why it’s essential for your growth to be in control of your marketing and what next steps to take. Learn more about what marketing analytics is and how to use it.

HubSpots Sales Hub

The HubSpot Sales Hub is an integral part of HubSpot and a natural extension of the HubSpot Marketing Hub, as sales and marketing must work together to maximize their potential. The Sales hub brings all sales activities together in one place and therefore caters to companies with a sales department of any size due to its flexible pricing. Sales Hub stands out by combining a number of features that together create a strong synergy, making it easier to take advantage of the many sales opportunities. See which features HubSpot Sales Hub includes below.

Sales pipeline created in your HubSpot

A sales pipeline is a visualization of the different steps of the sales process that aims to create an overview, identify pitfalls and streamline sales for companies. You can read more about“What is a sales pipeline” .

Sales automation

Being able to build sales automations is obviously a streamlining of your sales team if done in the right way. Learn more about what sales automations are.

Lead scoring in HubSpot

Being able to use your data to find the right leads is exactly what lead scoring does. Lead scoring is a method of assessing a lead’s potential and readiness to buy by using a scoring system based on criteria such as behavior and interaction with a brand. Learn more about“what is lead scoring“

Prospecting in HubSpot

Prospecting is becoming more and more important, it’s the discipline of finding the right customers. With increased competition and more ads than ever before, qualifying and ensuring you hit the right ICP will be vital to your marketing strategy. Read more about prospecting.

HubSpots Service Hub

HubSpot Service Hub is a customer service platform designed to help businesses deliver excellent customer support and increase customer satisfaction. It integrates with HubSpot’s CRM and includes features like ticketing, customer feedback, knowledge base, and live chat. This enables teams to manage customer interactions more efficiently, automate support processes, and create a more cohesive customer experience. Service Hub focuses on empowering businesses to better understand and fulfill their customers’ needs.

Ticketing in HubSpot

Ticketing systems are essential for optimizing customer service by organizing customer inquiries into tickets. This allows each interaction to be tracked and managed efficiently, ensuring streamlined communication and improving customer satisfaction. Read more about ticketing.

Live chats in HubSpot

Live chats increase interaction with website visitors and are ideal for e-commerce or complex products. They improve customer satisfaction and loyalty by offering real-time communication and personalized assistance. Read more about live chats

Meet our HubSpot experts