What is hubspot: a complete guide

You’ve probably been recommended HubSpot once or twice by now and you’re wondering how it compares to other tools on the market. The martech world can be a confusing place so it’s important to do your research and compare options before you settle on any particular solution.

At WEBITMD, we have been using HubSpot for several years and can honestly say that this is one of our favorite marketing and sales tools. In this guide, we’ll discuss everything you need to know about the HubSpot CRM and the potential it holds for marketing and sales teams.

What is hubspot?

HubSpot is an all-in-one marketing, sales, and service platform designed for small- and medium-sized businesses. It combines many different tools and features that allow companies to operate more efficiently and with more transparency between departments.

Social media posting
Sending emails
Publishing blog posts
Building landing pages
Hosting web pages
Monitoring website 
Measuring ads campaigns
Storing contacts
Tracking lead source
Viewing customer history
Creating deal pipelines
Automating sales 
& marketing tasks
Building dashboards and reports

One of HubSpot’s biggest benefits is that it allows teams to track the entire customer journey from the time somebody first visits your website to the time they become an active prospect or customer — and every interaction in between. Individual team members can access and view this data in real time, allowing your HubSpot portal to act as a single source of truth for all your customer data.

is hubspot a CRM?

yes, hubspot is a CRM.

But it’s also much more than that. 
It’s also a data warehouse and a communications tool.

With HubSpot, you can combine data from multiple sources such as Google Search Console, Google Tag Manager, Facebook Ads, and more to analyze marketing performance across multiple channels. You can then use this data to build custom reports and dashboards that give a holistic view of marketing, sales, and support performance in a visual format.

HubSpot doesn’t just store customer data, it also allows you to communicate with your customers through mass marketing emails, 1:1 sales emails, and automated messaging. Depending on where your contacts are in their customer journey, you can tailor your communication methods accordingly.

But that’s not all! HubSpot also offers a separate product called “CMS Hub.” With CMS Hub, you can build and host website pages, track user behavior, and more. But we won’t get into that here. This guide will focus mainly on HubSpot Sales and Marketing Hubs and how businesses can use them to help scale.

What is hubspot Used For?

As mentioned earlier, HubSpot has just about all the features your marketing, sales, and service teams need for their daily workflows. But since this guide is focused on the Marketing and Sales Hubs, we’ll stick to explaining those capabilities in more depth.

Social Posting

With just a few clicks, you can connect all your social media accounts to HubSpot for easy publishing and access to analytics. HubSpot makes it easy to plan, organize, and schedule your social posts ahead of time. And once you’re done, you can easily view important metrics such as:


Use this data to determine what resonates best with your audience and improve your social strategy moving forward. You can even connect your posts to a specific marketing campaign you are running to see how they contributed to the overall success of your marketing efforts.

Sending Emails

HubSpot is one of the easiest email marketing platforms available. You can use the drag-and-drop editor to build and publish eye-catching marketing emails without having to be an expert designer or know any code. You can also build custom templates using HubSpot’s Design tool if you want something more sophisticated.

Once you’re done, simply select the email list you want to use, choose your date and time, then hit send. And just like with the social posting tool, you can easily view important performance metrics to see how successful your emails are. This includes things like:

Open rates
Click rates
Unsubscribe rates
Bounce rates

Publishing Blog Posts

Blogging is the cornerstone of any inbound marketing strategy. And with HubSpot’s blogging tools, you can create, edit, preview, and publish blog posts onto your HubSpot-powered blog.

With HubSpot’s AI content assistant, you can even generate ideas, outlines, and original content for your blog using software powered by OpenAI.

Creating Landing Pages

Whether you are running a paid ad campaign, promoting an ebook, or creating a signup page for an upcoming event, you need landing pages to capture valuable contact information.

HubSpot’s landing page builder works very similarly to the email marketing tool; you can use the drag-and-drop editor to build an attractive landing page quickly and easily, or you can create a custom template with the HubSpot Design tool.
After you’ve published your landing page, you will have access to valuable performance data, such as:

Page views
Form submissions
New contacts
New customers

Building Campaigns

With HubSpot’s Campaigns tool, you can connect various landing pages, CTAs, marketing assets, ad campaigns, and other collateral together to form a coherent marketing campaign.

For example, say you wanted to build a marketing campaign around something like “Spring Cleaning: Get Your CRM Data Organized”. You would probably want to create a landing page, CTAs, marketing emails, paid ads, and maybe even a downloadable checklist to support your marketing campaign.

The Campaigns tool allows you to connect all of those items together so you can get a sense of how the campaign performed holistically across all your marketing channels. You’ll be able to see important data such as:

New contacts
Influenced contacts
Attributed revenue

Instead of having to search through multiple tools and compile that data into a single report, HubSpot does all that work for you and gives it to you in an easily digestible format.

Storing Website Analytics

Even if you aren’t using the HubSpot CMS Hub, you can still pull valuable traffic metrics into your portal for building reports and dashboards. Whether your site is hosted on WordPress, Squarespace, Webflow, or another CMS, you can easily install a tracking code to bring that data into HubSpot.

Once the tracking code is in place, you will be able to see traffic and conversion data such as:

Total sessions
Session length
Bounce rate
Session-to-contact rate
Contact-to-customer rate

You can either view this data at the domain level or break it down by individual pages to see which pages are bringing you the most traffic and leads.


Possibly one of the biggest attractions to HubSpot’s Marketing Hub is the marketing automation tool. It allows marketers of all skill levels to build complex automations without needing to know any code.

In just a few simple clicks, you can build popular automations such as:

Sending automated emails
Updating CRM data
Adding contacts to a list

The user interface is so easy to use that almost anybody can do it and training new team members takes almost no time at all. As we already mentioned, the marketing automation feature is really what gets most users interested in Marketing Hub.



Sales Hub’s automation capabilities allow sales teams to automate repetitive tasks and processes so they can become more efficient and productive in their daily routines. Instead of spending time updating lead status and sending follow-ups, reps can create sequences and workflows that complete those tasks automatically.

Here are some common HubSpot Sales automations that you can use:

Automated email sequences
Updating lead status
Alerts & reminders for idle deals
Lead scoring
Return visitor notifications

HubSpot Sales Hub makes it easy to automate repetitive processes and move team members away from menial tasks.

Deal Pipelines

HubSpot deal pipelines and deal stages give you an easy way to visualize the steps in your process and keep track of how your deals are progressing and where they are getting stuck or dropping off.

HubSpot deal stages can be customized and renamed to match your unique sales process. But if you’re just getting started and still figuring out your process, HubSpot provides seven default stages you can use:

Appointment scheduled
Qualified to buy
Presentation scheduled
Decision-maker brought in
Contract sent
Closed won
Closed lost

Your sales pipeline can have as many deal stages as necessary, so you aren’t limited to these seven. You can have up to 50 different deal pipelines for different products or services on a paid HubSpot plan.

Live Chat

Your website visitors want information and they want it now. HubSpot Live Chat allows you to engage with them on their terms for fast, frictionless exchanges.

No longer do interested parties need to call a number or schedule a meeting to get the answers they need. Instead, visitors can engage with your website’s live chat and be routed to a team member immediately. This allows you to provide real-time customer support, which helps to convert more leads and close more deals.

HubSpot Live Chat even integrates with Slack so team members can respond to requests when out of the office. But that doesn’t mean they have to field requests 24/7. There is an option to set office hours so visitors know when your team is available to chat. And when they are not available, you can capture email addresses to follow up the next business day.

Scheduling MEETINGS

Tired of all the back-and-forth emails when you’re trying to nail down a meeting time with one of your prospects? Who isn't?

Ditch the hassle and enter the digital age with the HubSpot Meetings tool. With a simple calendar link, prospects and customers can see your availability within a given date range and select the perfect time that works for both of you. You can also set up a round-robin so that prospects can meet with the next available team member.

With HubSpot Meetings, your team can:

Schedule meetings without back-and-forth emails
Create personalized meetings links for individual team members
Set up automated reminders before each meeting
Customize meetings settings such as duration, type, and buffer time
Track metrics such as attendance rate, conversion rate, and more
Add video conferencing such as Zoom, Google Meet, or Microsoft Teams

You can also embed your meetings links to website pages, making it easier than ever for visitors to schedule time with you. When a visitor books a meeting with your team, HubSpot will automatically create a new contact record so your database continues to grow and stay organized.

Call Tracking

Your sales team spends all day making calls. They make so many calls that it’s next to impossible to keep track of all the details. Which calls are most important? What was the outcome of each call? It can quickly add up and become unmanageable to capture all the details.

But HubSpot Call Tracking makes those problems a thing of the past. Sales teams can use this feature to:

Prioritize sales calls
Automatically log calls in a HubSpot contact record
Place and record calls directly from their browsers

And sales managers benefit, too. Access call logs directly from the CRM to leave comments and coach reps on how to sell better and more effectively.

Building Reports & Dashboards

HubSpot allows you to create up to 300 different dashboards to share within your organization. A dashboard is a central place in your HubSpot portal where you can organize different reports to create a visual representation of the data you are collecting.

Some examples of things you can do with HubSpot sales reports and dashboards include:

Monitor current sales performance
Create sales leaderboards
Track individual sales rep performance
Run a pipeline analysis
Create a win/loss dashboard
Keep track of sales activities

HubSpot sales dashboards are an easy and convenient way to obtain the sales metrics you need and track performance toward monthly, quarterly, and annual goals.


If your sales team is using an Account-Based Marketing (ABM) strategy, you’re in luck! HubSpot has several out-of-the-box features you can use to execute that strategy and align sales and marketing teams around a set of shared data.

Once you’ve activated your ABM features, you can:

View recommended accounts to target
Create contact and company lists
Create ads for your target accounts
Analyze target accounts through reports

Getting your ABM strategy set up in HubSpot is simple and easy. And since it all takes place within your CRM, you won’t have to worry about important contact data slipping through the cracks or being siloed away.

why choose hubspot?

HubSpot has all the tools you need to support and execute your strategy. Although it’s true that some of these features can be found on other platforms and you could create a mishmash of different marketing and sales tools and call it a tech stack — we wouldn’t recommend that.

The real value of HubSpot is in its ability to combine everything you need in one central location to align marketing, sales, and support teams. If your organization is sold on this kind of alignment, then HubSpot is the only platform you need to consider.

But if you’re still wondering if you should choose HubSpot, here are four major ways it can benefit your organization:

It Grows With You

Choosing HubSpot is an investment in the future of your business. With over 1,000 integrations, regular product updates, and unrivaled scalability, its value will increase exponentially as your business grows.

It Is User-Friendly

HubSpot’s user interface is simple to navigate and has an easy learning curve. This gives it a noticeable advantage over competitors.

If you plan to grow your team, HubSpot requires minimal training and coding skills from your staff. Its intuitive interface paired with drag-and-drop editors makes it easy for team members of all experience and skill levels to use the platform.

It Aligns Marketing, Sales, and Support Teams

One of the major benefits of using an all-in-one marketing, sales, and service CRM like HubSpot is that you can track and store customer data throughout their entire journey. That data can be easily shared across departments so that everybody has the context they need to do their best work.

It Has an Extensive 
Partner Network

There are currently over 6,000 partner agencies in the HubSpot partner directory. Whether you are going through a website migration, want help with deal-based automation, or need to sync databases, it’s good to know there is a whole community of users and experts available to help.



Learn the necessary steps to get your HubSpot Marketing Hub up and running without any hiccups, including:
Installing the HubSpot Tracking Code
Connecting your domains 
Setting up your meetings link
Configuring your email marketing settings 

is hubspot better than salesforce?

HubSpot and Salesforce are both comparable CRMs, but they have different strengths and target audiences. As a certified HubSpot partner, we do have a bias toward the orange sprocket, but it’s not the best option for everyone.

Here are some factors to consider when comparing the two:


HubSpot Sales Hub pricing ranges from $45 per month to $1,200 per month. Salesforce ranges from $25 per month per user to $300 per month per user. Salesforce can be cheaper in some cases, but it depends on how many users you have and those extra seats will add up quicker than you think.

Ease of use

HubSpot is more user-friendly, hands down. New team members will require less training with HubSpot.


Salesforce has better customization options, but HubSpot is more well-rounded. You can integrate both CRMs to get the best of both worlds if you need to.


With features like a flexible data structure, custom objects, and an intuitive interface, HubSpot is more scalable than Salesforce.


HubSpot offers better support than Salesforce. They also have a lot of valuable resources available for free, such as training courses, certifications, community forums, in-person groups, and more.


Both platforms offer impressive customization options. HubSpot makes it easy to customize things like deal stages, views, and pipelines. Salesforce has more advanced customization options, but you will need to know how to code. To choose a winner, it just depends on how sophisticated you want to get.

To be honest, we can’t say that one platform is clearly better than the other. HubSpot takes the cake in terms of user-friendliness, scalability, and user support. But if you have a large sales team and need to do some advanced customization, Salesforce may be the right tool.


HubSpot’s target market is small- to medium-sized businesses. According to their website, there are over 177,000 businesses in more than 120 countries currently using HubSpot. Their customers also span a wide range of industries, including health, entertainment, travel, education, and much more.

HubSpot has landed some big customers that you’ve probably heard of, such as Walmart and Mitsubishi. Other well-known companies that use HubSpot include:

is It Hard TO
Learn Hubspot?

It’s safe to say that HubSpot — despite its wide range of features and capabilities — is easier to use than most other CRMs. We might even argue it’s easier to learn than most software in general and you should feel comfortable using it in as little as 30 days.

One of HubSpot’s best characteristics is its intuitive interface and user-friendly design. Features like the drag-and-drop editor make it easy to build emails and landing pages for your team. Even the automation tools are easy to learn and require little to no coding skills.

But don’t interpret that to mean that HubSpot is a weaker tool. It does provide options for customization, so you can make your portal as simple or complex as it needs to be.

HubSpot users also have access to an impressive amount of training resources to help them learn new skills and find innovative solutions to their problems. Don’t hesitate to take advantage of resources such as:

community forums
Knowledge Base

HubSpot also has an extensive partner network of agencies and freelancers that specialize in HubSpot implementation and onboarding. So if you ever get “stuck” and need an extra hand, make sure to check out the HubSpot partner directory.

How do I Start Using hubspot?

It’s easy to get started with HubSpot. Just follow these simple steps:

Choose your plan

The HubSpot Sales and Marketing Hubs come in three different tiers. You first need to determine whether you need the Starter, Professional, or Enterprise package.

Create your HubSpot account

You can use your name and email address, or set it up with your Google or Apple ID. Either method only takes a few clicks.

Choose an onboarding method

If you aren’t comfortable onboarding yourself, you can either use HubSpot Direct Onboarding or enlist a HubSpot Partner Agency for onboarding support. Either method has its advantages.

Migrate your current CRM data

If you need to migrate data from Salesforce or another CRM, you may want to consider working with a HubSpot Partner Agency since this is not a service that HubSpot provides.


Partnering with a HubSpot agency can be a great way to extract more value from your investment and ensure you aren't missing out on any opportunities. HubSpot support is phenomenal, but they won’t be available to help you with day-to-day troubleshooting and training the way a partner agency would.

There are over 6,000 HubSpot partners in the ecosystem. That means finding the best partner for your needs, goals, and budget is going to take a bit of a search.

Here are some tips to help you find your next agency using the HubSpot Partner Directory:

Know your goals

What do you plan on using HubSpot for and what kind of support do you need? It’s important to identify whether you need help with onboarding, CRM migration, or ongoing support and training.

Know your budget

Your goals and your budget are the two most important things to consider when searching for an agency partner.

Look for niche expertise

An ideal partner will fill in any knowledge or skills gaps your company is missing internally. For example, you may be comfortable using pipeline tools but need help with deal-based automation or HubSpot APIs.

Consider size

Big agencies may not be able to give you the attention you deserve while small agencies may not have all the resources you need. Know your goals and look for an agency that is just the right size to achieve what you need.

The HubSpot Partner Directory is a great place to search for an agency partner. However, it can’t tell you everything you need to know. You should also look for an agency whose communication and work style is compatible with your own. Be sure to look at retention rates, as well, to see how long the average employee or client lifecycle is.


When you provide your marketing and sales teams with the right resources, tools, and training, you enable them to sell better, faster, and create a bigger impact within the business.

HubSpot CRM is the perfect platform for businesses that want to grow their revenue operations because it provides a complete view of your marketing and sales activities while also equipping your team with a wide variety of tools to become more effective in their roles.

WEBITMD has helped businesses of all types of sizes integrate HubSpot into their daily workflows. Feel free to check out our case studies and explore our resource hub to learn more about our work. And when you’re ready to talk, you can book an exploratory meeting at a time that works for you.

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