What It is HubSpot? – Best Review 2022

What is HubSpot?

In short, HubSpot is the world’s largest and leading automation platform within inbound marketing, sales, service, CMS and CRM. With HubSpot, you get access to virtually all the tools you need to ensure an inbound process throughout the entire company – from marketing to sales and on to service. This means you get complete insight into your leads and customers across the entire company.

The platform can be used for individual efforts, such as your email marketing, advertising or automated sales emails, but HubSpot only really comes into its own and contributes its enormous value when you start to tie your activities together and thus draw synergy across your marketing and sales activities.

Get a short introduction to HubSpot in their own words in the video below.


Grow your business with HubSpot

You’ve probably already come across the term “inbound” – but what exactly is it? Inbound is a method to create growth in your company. It is based on building relevant and long-lasting relationships with your leads and customers. This is done through valuable content and experiences that help people achieve their goals at every stage of their journey with you. Because when your customers succeed, you succeed.

HubSpot is the platform that supports the entire inbound approach. You can bring marketing, sales and service together in one place. With a sea of ​​service, sales and marketing tools, the possibilities with HubSpot are many. Here you get an insight into what HubSpot is and how it can help your company.

The all-in-one solution

In many ways, HubSpot is an all-in-one solution that brings together all the necessary tools you need in the day-to-day running of your marketing department. With an advanced CRM system and a heavy focus on leads, your marketing is also closely linked with the sales function, so that your company can easily work with the handover of leads (customers) from the marketing department to the sales department.

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This process is called inbound and can be exemplified by the illustration below, which shows some of the tactics that can be part of an inbound strategy.

Optimally, your company can cover all parts in the same system, but this can almost seem utopian. Therefore, it is relevant to look at whether you are experiencing challenges with one or more of the points – and if so, whether HubSpot can remedy these?

In order for you to adapt your HubSpot solution to your needs, it is divied into four different business areas with different levels: Marketing, Sales, Service and Operations. In addition, there is also a CMS where your website can be incorporated into your new growth machine. On top of all this is CRM, which is free and included in all solutions.


Attract valuable leads.

Marketing Hub helps you create relevant content, attract leads and mature them until they are sales-ready. Get more in-depth with the many different functions here.


Turn leads into customers.

Sales Hub helps you engage potential buyers, demonstrate the value of your services and close your deals.


Turn customers into ambassadors.

Service Hub helps you solve customer challenges and deliver a service that makes your customers speak well of you.


Make your systems work better together.

Operations Hub helps you connect apps, automate processes and gather your departments around the same data set.

As mentioned above, there are different levels.

  • Starting
  • Professional
  • Enterprise

The higher level you want, the more features you open up. If you want to know more about what you e.g. get with Marketing Pro or Sales Starter, you can always read more on HubSpot’s own products & service website.

What does HubSpot consist of?

HubSpot’s comprehensive CRM platform gives you access to all the tools you need to build and cultivate exceptional customer experiences that make your Flywheel spin even faster. It is all powered by the same database, so that everyone in your company – Marketing, Sales, Service and Operations – works with the same data base. It enables seamless handoffs between teams, which means an even better experience for your customers.

Here are some of the tools you get access to in HubSpot:

HubSpot CRM

HubSpot CRM

With a fully integrated CRM system, you get the best overview of your leads. Organise, measure and cultivate the relationship with your leads and customers. Read more about CRM here.


✓ Deep insights

✓ Track the behavior of your leads

✓ Lead scoring

Marketing Hub

HubSpot Marketing Hub

With Marketing Hub, you get all the marketing department’s activities together in one place with marketing automation, handling and measurement. Read our post about Marketing Hub.


✓ Lead Generation

✓ Marketing Automation

✓ Data & Analytics

Sales hub

HubSpot Sales Hub

Sales Hub gives you deep insights into your leads and equips you better for lead nurturing and to close more deals faster. Learn more about Sales Hub.


✓ Email Tracking

✓ Meeting booking

✓ Email automation

Sales hub

HubSpot Service Hub

Strengthen your customer service and increase the loyalty of your customers by being there for them and giving them the best service. Find out more at Service Hub.


✓ Feedback system

✓ Live Chat

✓ Full support system

Read more about each individual HubSpot Hub


HubSpot CMR


HubSpot Marketing


HubSpot Sales


HubSpot Service


HubSpot CMS


HubSpot Operations

HubSpot also provides other benefits outside of the system that are worth knowing

Professional service

HubSpot Professional Services offers a full suite of training and consulting options to help you increase your results with HubSpot. At Itch Marketing, we offer you everything from group training to very personal 1:1 advice with an inbound or technical expert.

HubSpot Academy

HubSpot’s academy offers free courses on inbound marketing, inbound sales and HubSpot’s products. You will find certification courses, projects, videos, help articles and many other types of educational content.

Use the academy to train yourself, your team and to strengthen your business.

See a selection of courses from the HubSpot Academy

HubSpot and inbound marketing

HubSpot’s clear philosophy is based on following the individual throughout the buying journey with a unique relationship and unique communication using buyer persona, buyer journey and not least marketing automation. This is also called inbound marketing and differs from traditional marketing (outbound marketing) by focusing on relevant and valuable knowledge sharing rather than sales messages about one’s products.

Inbound marketing is about creating valuable experiences that have a positive effect on your customers and your business. Unlike outbound marketing, you don’t have to fight for the attention of your existing and potential customers.

By creating content that is designed to address the problems and needs that your customers have, you attract qualified traffic and leads that you can build trust and credibility around so that they eventually choose your business. You can read more about inbound marketing here.

From funnel to Flywheel: The buying journey must be thought of as a circular process

HubSpot Gif Flywheel

The flywheel is HubSpot’s version of the classic purchase funnel, but adapted to their system to explain the momentum you gain when you align your entire organization to deliver an exceptional customer experience.

With the Flywheel, you use your customers’ momentum to create referrals and references and thus create additional sales. Basically, your business keeps spinning when you align your entire organization to deliver an extraordinary customer experience and you produce continuously satisfied customers.

When you use the inbound approach as your foundation, focusing on attracting, engaging and satisfying customers, you are constantly evolving your Flywheel, leading to an even better customer experience.

You can read more about the Flywheel here.

How much does HubSpot cost?

Are you considering whether HubSpot is the right solution for you, but are unsure about what it costs? HubSpot is an investment not to be taken lightly.

It is essential that you are willing to allocate both time and resources to get started, because otherwise the solution will be doomed from the start. If you are all in on inbound marketing and sales, HubSpot is one of the best marketing automation solutions. You will streamline your daily marketing and sales tasks and simplify your reporting.

HubSpot also removes the need to use multiple platforms for website management, social media planning, emails, workflows, blog hosting, service tools, etc. In short, you can say goodbye to your CMS, your service software, your sales software, your marketing planning software and say hello to HubSpot.

You get all that and more with HubSpot’s wide palette of resources and tools.

If you want to read more about the prices of HubSpot, read our large article “How much does HubSpot cost?” right here.

Can my systems integrate with HubSpot?

The short answer is yes. HubSpot has their own app marketplace, where there are more than 1,000 integrations for HubSpot. The interest in HubSpot is fierce, and therefore the amount of integrations is also increasing rapidly. HubSpot integrates with the largest software’s i.a.

  • Gmail and other Google products
  • Office365
  • WordPress
  • Google Ads
  • Zapier
  • Zoom
  • Slack
  • Mailchimp
  • Typeform
  • Woocommerce
  • SurveyMonkey
  • Shopify
  • Eventbrite

And many many more. In addition to the already developed integrations, HubSpot has an open API so you can build an integration between your system and HubSpot yourself. You can read more about this in their HubSpot for Developers universe.

HubSpot App Marketplace

When is HubSpot a good choice?

HubSpot comes with more than 100 functions distributed among the different hubs and levels. Therefore, HubSpot can also be suitable for many different situations. The most important thing is that you recognize the inbound approach. If you don’t do this, then HubSpot is probably not the right choice for you.

Consider the following before choosing HubSpot:

  • Is my company working on generating leads?
  • Does it take several weeks or months to create a new customer?
  • Do I have a sales department working with leads?
  • Am I missing insight into the effect of my marketing efforts?
  • Is there a lack of a system for handling customer information and sales activities?
  • Do you want to automate parts of your marketing and/or sales?
  • Is the value of a customer high?
  • Do you miss that your service team can work from a unified platform, where there is also insight into touchpoints with marketing and sales?
  • Do you recognize that a better and greater effort is needed to create good and valuable customers?

If you can answer yes to one or more of the above questions, then HubSpot is probably a good choice for you.

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