My firm, Internet marketing company Webimax, has helped clients use HubSpot for years. Recently, we have noticed many of our clients move to HubSpot from competitors, like Marketo, another marketing automation tool.
But many customers are still not realizing HubSpot's full potential. The CRM add-on could change that. For one thing, the add-on is free. As part of its strategy, HubSpot is counting on companies to switch from competitors or add its product to systems focused on other areas.
Clearly, digital marketing has become increasingly important. Businesses know that the ability to collect information about consumers online behavior will give them a competitive edge and benefit their bottom line. HubSpot's willingness to offer businesses a free product will undoubtedly attract small- and medium-sized businesses -- especially those that wouldn't be able to afford or take advantage of more powerful tools like those Salesforce offers.
To be sure, HubSpot needs to make improvements. Its platform is not always user friendly for non-technologists. Ongoing usage costs can be daunting for smaller organizations, particularly for those who only need some of the system's functionality. And businesses with large- to medium-sized sales teams can easily spend more on another CRM than on the Hubspot platform. Further, the company took a PR hit this summer when its chief marketing officer was let go in a book scandal.
That said, HubSpot is a well run company with an impressive product in a hot business area. Expect continued growth.