Vetting marketing automation software: HubSpot Pros & Cons

Posted September 6, 2016 in by


Deciding on a marketing automation tool can seem overwhelming. There are a lot of tools out there and a lot to think about. While we’re a little biased since we’re a HubSpot Partner Agency, we’ve put together a pros and cons list for one of our favorite tools: HubSpot.

Let’s start with the basics first: What is HubSpot? HubSpot describes itself as an “inbound marketing software platform that helps companies attract visitors, convert leads and close customers.”

Now let’s take a look at a few pros and cons:

HubSpot Pros:

  • Easy to use. HubSpot is designed for marketers and salespeople. The user interface is very intuitive and easy to learn. With dozens of out-of-the-box templates, you don’t need to be a design or web development expert to build out landing pages and emails. You can launch professional-looking content with very few edits and tweaks.
  • Full suite of tools. If you want it, HubSpot has it. The software offers a complete suite of marketing automation tools, including email automation, social publishing, leads database, CRM, reporting and analytics, calls-to-action builder, blog publishing, website CMS, and much more. When you have all of your marketing and sales tools in one spot, you really are able to see the full picture of your marketing efforts and more easily prove ROI.
  • Learning resources. One of the biggest benefits of being a HubSpot customer is that you have access to a wealth of learning and training resources. You can be an inbound marketing expert in no time with the HubSpot blog, HubSpot Academy, Marketing Library, Certifications and much more. The education and support is really where HubSpot outshines all of its competitors.
  • Integrations. HubSpot can integrate with just about any other tool. There are quite a few native integrations—like Salesforce and Zapier—that allow you to easily sync up with many common tools. But with their open API, connecting to a niche CRM or other tool can be done fairly easily.

HubSpot Cons:

  • Onboarding fee. HubSpot does charge an onboarding fee ranging from $600 to $5,000, depending on which plan you go with. While there is value in having a HubSpot rep help get you started, it’s an expense that many businesses don’t plan for upfront. Many times that onboarding fee can be waived when you work with a HubSpot Partner Agency, though.
  • Some features aren’t included with the Basic or Pro plan. Some of the advanced features like A/B testing, revenue reporting and predictive lead scoring are only included if you upgrade to the Enterprise level.
  • High-priced add-ons. HubSpot recently rolled out two add-ons, one for advanced reporting and one for ads that covers both LinkedIn Advertising and Google AdWords. Both run at a premium price of an additional $200/month for the Advanced Reporting Ad-On and $100/month for the Ads Add-On. And right now, they really don’t seem to be worth the added expense. Both tools are cumbersome to navigate and don’t really add a ton of value at this point. The good news is that they do offer a free trial, so you can take the add-ons for a test-drive and make that decision on your own.

One of my favorite resources for vetting software is G2 Crowd. You can read reviews from thousands of other users and see how tools compare to other leaders in the market. Check out the marketing automation section to specifically see how HubSpot stacks up.

If you’re interested in HubSpot, be sure to check out our 60-day HubSpot Launch Plan, which will help set your team up for success.

Marketing Automation Comparison Guide

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