What Is HubSpot? A Simple Explanation
When it comes to inbound marketing software selection, the answer is simple: we use HubSpot. Furthermore if a client has made the decision to ‘go inbound’ we often recommend it.
What Is HubSpot?
HubSpot, a Nasdaq listed company based out of Cambridge Massachusetts, is the creator of a marketing automation software that supports a business’s sales and marketing efforts through two separate platforms.
For the sake of simplicity, this article will focus on the marketing platform only and we’ll save the sales section for a more detailed explanation in the future.
Hubspot is an integrated platform that offers access to multiple functionalities that assist a company with SEO, social media, email, landing pages, workflows and web analytics. Typically the software is integrated into an existing website, however there is also an option to host your website with HubSpot to build web pages, optimize for mobile, and personalize content for every visitor.
Sounds straightforward? There’s actually a lot more to it.
You could be forgiven for thinking Hubspot is something of a silver bullet with company statements like:
“…an inbound marketing software platform that helps companies attract visitors, convert leads, and close customers.”
Although this is a fair statement, Hubspot creates the impression that the software itself will attract visitors, convert leads, and close customers. In reality this is not the case, there is in fact a significant amount of work involved after you purchase the software.
What Is HubSpot Not?
Hubspot is not that perfect solution that it appears to be.
It’s important to understand that when you purchase Hubspot, you are investing not just in a piece of software but also into the inbound marketing methodology, a process that requires a significant amount of time and effort to make it successful.
In my experience, particularly in the Middle East where inbound marketing is a relatively new concept, many companies initially believe they are investing in a software that fits into or will enhance their existing marketing activities. But this is rarely the case, as many traditional marketers find inbound marketing often contradicts a lot of what they believe to be still relevant and effective.
Hubspot do provide a significant amount of free online training to become an effective inbound marketer, along with substantial information about their product. However a quick glance through their case studies and it’s easy to misinterpret the impact of purchasing the Hubspot software can have on your business.
The reality is Hubspot does everything and nothing. Companies that are getting positive results from the platform are doing so because they are investing their time in inbound marketing practices like blogging, social media, community management or creating effective workflows. What Hubspot does is identify areas for you to enhance and optimize your digital marketing efforts, and provide greater transparency for your business to make better and more informed decisions about where to invest the marketing budget.
Will HubSpot Work For You?
It really depends on a number of factors, including; are you ready to commit to inbound marketing, do you have executive buy-in, have you got the additional resources in place and so forth? If you have thought this through, and you recognize Hubspot is simply a tool to support your inbound marketing efforts then it can absolutely be effective in helping you get the results you are expecting.
There are many companies who have had huge success with inbound marketing in the region, like AES International, Rivoli Group and Messe Frankfurt Middle East. If executed correctly inbound marketing is a powerful way to bring value and connect to your potential and existing clients. However in a region where the digital revolution has taken longer to establish itself, the concept of inbound marketing for many traditional marketers is difficult to get used to, let alone invest in. It requires developing a new perspective on how consumer habits have evolved over the last decade.
So, What Now?
The subject of inbound marketing often raises more questions than answers. However rather than using this article to dilute the main subject and dive into a more specific areas, you can read more about inbound marketing here or take a look through some case studies which are published here.