what it is and how to use the tool! – WAU

Anyone who follows the movements of digital marketing outside London has certainly heard about HubSpot, and it’s no wonder! In addition to organizing the largest event on Inbound Marketing in the world, offering free certifications to train market professionals and publishing high quality content, they are also the creators of a […]

Anyone who follows the movements of digital marketing outside London has certainly heard about HubSpot, and it’s no wonder!

In addition to organizing the largest event on Inbound Marketing in the world, offering free certifications to train market professionals and publishing high quality content, they are also the creators of one of the most famous tools in our automation universe.

If you still don’t know it or don’t understand the reason for its success, keep reading!

In this post we will tell you a little about the history of the company and offer a brief tour of each of its software and features.

Here we go?

HubSpot, the company

HubSpot’s story began in 2004, when Brian Halligan and Dharmesh Shah met during an MBA course at MIT.

At that time, Brian was an investor in some startups and noticed something curious: people were getting very good at blocking marketing campaigns and dodging salespeople.

Meanwhile, Dharmesh was attracting thousands of visitors to his OnStartups blog without major investments and no support staff.

After some meetings and debates about these situations, the two reached a simple conclusion: people did not want to be interrupted by advertisements or harassed by salespeople, but they wanted help to solve their problems.

And it was from this idea that they started to publicize Inbound Marketing strategies and developed the solution “all-in-one”Which is now known worldwide under the HubSpot brand.

The company still maintains its headquarters in Cambridge, Massachusetts, in the USA, but has five other offices around the globe. Together, they manage the more than 31,000 customers that are spread over more than 90 countries.

The success is such that in 2016 the company obtained more than 271 million dollars in revenue. Do you know how? Through 3 softwares that can be used individually or integrated. And you find out everything about each one of them here!

HubSpot CRM

The foundation of everything starts with CRM, as it is, in fact, the underlying database that enables Marketing and Sales tools.

It is 100% free, allows you to create unlimited users and registers up to 1 million subscriptions (between contacts and companies).

Through it you can:

Register all the companies you have contact with

To do this, simply register (free), go to the “companies” menu and click “Add company”.

Adding your company to the Hubspot

After entering the website and company name, HubSpot’s magic happens! CRM will search a database of more than 20 million companies worldwide and complete your registration with information such as:

  • company’s operating area
  • phone number
  • address (city, state and country, zip code)
  • number of employees
  • annual recipe
  • timezone
  • description
  • whether the company is public or private
  • LinkedIn page
  • Twitter

You can add as many companies as you like and then you can filter them according to that information. In addition, you can include notes about them.

Company profile at Hubspot

Track all outgoing emails

If you use Gmail, you can add a Google Chrome extension to handle your emails. This way, every email you send will be automatically recorded in the company’s history.

And, better than that, the extension will notify you whenever people open your emails.

It’s like on Whatsapp: in addition to knowing that your message arrived safely, you also find out if it has been read (or at least open!).

Tracking email sending on Hubspot

In addition, CRM will create a contact for each person.

That is, if you started your sales process by talking to Maria do warehousing, went through Pedro’s maintenance and closed a deal with Cláudio do Finance, each of them will have a record and you can see a compilation of all the contacts in the histories from the company.

Organize your sales pipeline

Within the “business” menu you will have an overview of the entire sales process.

Business Menu in the Hubspot sales pipeline

The fields in the pipeline already have a pattern, but you can modify it according to your company’s needs.

To do this, click on Customize> Edit business phases. On the new screen, find “Pipelines and business phases” and click “edit” to rename, add, delete or order the phases of the process.

Sales pipeline phases at Hubspot

Once you have set this up, you can register business opportunities in the business menu or directly in the company profile.

Ah! And you can create more than one business opportunity per company. For example, salesperson A can create an opportunity to sell ink cartridges and later create a new opportunity for selling printers. Or different salespeople may contact different people for different products or services.

Schedule and manage tasks

Finally, HubSpot’s CRM also helps organize your work routine through the task menu.

There you can create reminders and relate them to your contacts, companies and business opportunities.

Task management at Hubspot

And it all stays connected. For example, when visiting a person’s records, you can see what tasks are related to that person:

Related tasks in the Hubspot Futures menu

Although all these features are very cool, alone they do not have a big impact on your company’s strategy. And that’s where Marketing and Sales software comes in, taking the game to a new level!

HubSpot Marketing

Designed to facilitate the creation of a perfect Inbound Marketing strategy, HubSpot software helps you create content, optimize it for search engines (SEO), distribute it through social networks and email marketing, as well as automate some tasks that would be manual.

It has 5 plans:

  • Free – for individual entrepreneurs, novice professionals and those who want to try the platform. This version only offers the simplest features of the system, which does not differ much from CRM, and is quite limited.
  • Starter – for $ 50 a month (charged annually) it offers a few more features than the free plan. The biggest benefit here is the freedom to remove the HubSpot tag from pages and customize the fields you want to use in your forms.
  • Basic – from $ 200 a month (charged annually), this plan allows you to work between 100 and 15,000 contacts. The amount charged will vary according to the number of contacts and the features used, but it already allows you to structure a good inbound strategy.
  • Professional – allowing between 1,000 and 45,000 contacts, this plan is ideal for more experienced marketers and growing marketing teams. Its price starts at $ 800 per month (charged annually) and also allows for the inclusion of extra features.
  • Enterprise – where the monthly fee starts at $ 2,400 (charged annually) and also varies according to the number of job contacts (between 10,000 and 500,000). Those who have more than 500 thousand contacts at the base need to get in direct contact with the sales team to negotiate the values. This is the most complete version of the software.

All plans have a single implementation fee. This amount varies between 600 and 15,000 dollars and will be decided according to the contracted plan, the size of the company and the type of assistance chosen.

For example, the most expensive implementation is done directly at your company (or at HubSpot headquarters)!

Now that you know the values, let’s find out a little more about the features.

When you access the software, you see the following options in the menu:


The first screen of the Hubspot gives an overview of all your Marketing actions.

It can be customized according to your preferences but, in general, it displays statistics and links to reports on:

  • traffic
  • number of contacts
  • landing page performance
  • blog performance
  • email marketing metrics
  • conversion rates


The second tab of the menu gives you access to all information related to your contacts. This is where you will find information regarding:

  • contact base
  • company base
  • lists
  • automation flows
  • forms
  • lead scoring
  • and general settings related to contacts

Here, it is worth highlighting the features of: lists, automation and lead scoring.

Companies that work with a high volume of leads or who have advanced knowledge about inbound can take advantage of smart lists, which work with several criteria at the same time and update information in a few seconds.

In addition, the automation options are numerous. It is possible to create nutrition flows for very small niches and automate functions such as:

  • Email contact
  • Send internal email
  • Add or remove the contact to a targeting list
  • Create a new business opportunity
  • Create a task or reminder
  • Route a new owner to that contact
  • Fill in or clear certain contact or company fields
  • Add or remove contacts in other automation flows

Last, but not least, the lead scoring function helps to measure and qualify the engagement of contacts through a manual or automatic points system.

Lead Scoring at Hubspot


The content menu is where you manage the heart of your inbound strategy. There you have access to the tools of:

  • file management
  • design management
  • strategy
  • landing pages
  • blog
  • e-mail marketing
  • calls-to-action
  • adverts
  • lead flow
  • marketplace
  • and general content-related settings

It is important to say that, although most companies are passionate about WordPress and its plethora of plugins and integrations, anyone using the HubSpot website, page and email editor will not be disappointed.

It was made with marketers in mind and therefore tries to demand as little technical setup and integration as possible.

In fact, the email marketing tool deserves your highlight!

Through the Hubspot editor you can:

  • customize the name and email of the sender;
  • add a text to support the subject (preview text);
  • preview email on different types of devices;
  • make test submissions;
  • receive optimization suggestions based on good practices;
  • set up automatic A / B tests based on open rate, clicks or engagement;
  • schedule shipping;
  • and trigger the email according to different time zones.

In addition, after sending the email, the tool collects a wide variety of information that can help you analyze your results and make improvements.

For example, this is the performance panel of an email sent to our base:

Launch performance panel at Hubspot

Launch performance panel at Hubspot with graphics

All figures can be deepened. For example, when you click “opened” you can see how many seconds each sender stayed in the email and analyze whether they “barely looked”, “scanned the content” or really “read”.

Hubspot email previewers

Other than that, you can analyze which links got the most clicks and exactly where they were in your message:

Email clickmap at Hupspot


The section related to social media allows you to connect your Facebook, Twitter, LinkedIn and Google+ accounts in one place and schedule publications, monitor engagement and obtain reports.

Social media management at HUbspot


The report menu gives you access to several strategic tools that allow you to measure and monitor the most diverse numbers of your company.

For example, one of the features aims to supervise the domain authority of its main competitors, as well as traffic, the number of backlinks and the position on MozRank:

Comparison between competitors in the HUbspot Report

In the meantime, another feature helps to track the performance of your main keywords and to plan the next steps of the strategy according to the search volume, ranking difficulty and cost per click:

Comparison between keywords in the Hubspot report


Finally, the productivity menu has 3 tools

  • projects – which works as a Trello, where you can create checklists of all the actions required for a project and designate a deadline and a person responsible for each one of them;
  • calendar – where you have a complete overview of the schedules (and actions taken) of the blog, email, landing pages and social media;
  • campaigns – where you can analyze the results of the campaigns on each channel and see what the impact was in terms of traffic, conversion to leads and conversion to customers.

HubSpot Sales

HubSpot’s sales software aims to get the most out of the CRM database and, together with the Marketing software, can give a 360º view of a company’s attraction and conversion process.

Despite this, it can also be hired individually and has only 3 plans:

  • Free – made for individual and personal sellers