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HubSpot, Inc. is a US-based developer and marketer of
software Software consists of computer programs that instruct the Execution (computing), execution of a computer. Software also includes design documents and specifications. The history of software is closely tied to the development of digital comput ...
products for inbound
marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...
,
sales Sales are activities related to selling or the number of goods sold in a given targeted time period. The delivery of a service for a cost is also considered a sale. A period during which goods are sold for a reduced price may also be referred ...
, and
customer service Customer service is the assistance and advice provided by a company to those who buy or use its products or services, either in person or remotely. Customer service is often practiced in a way that reflects the strategies and values of a firm, and ...
. Its products and services are meant to provide tools for
customer relationship management Customer relationship management (CRM) is a strategic process that organizations use to manage, analyze, and improve their interactions with customers. By leveraging data-driven insights, CRM helps businesses optimize communication, enhance cus ...
,
social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for b ...
,
content management Content management (CM) are a set of processes and technologies that support the collection, managing, and publishing of information in any form or medium. When stored and accessed via computers, this information may be more specifically referre ...
,
lead generation In marketing, lead generation () is the process of creating consumer interest or inquiry into the products or services of a business. A lead is the contact information and, in some cases, demographic information of a customer who is intereste ...
,
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for ...
,
search engine optimization Search engine optimization (SEO) is the process of improving the quality and quantity of Web traffic, website traffic to a website or a web page from web search engine, search engines. SEO targets unpaid search traffic (usually referred to as ...
,
live chat Online chat is any direct text-, audio- or video-based (webcams), one-on-one or one-to-many ( group) chat (formally also known as synchronous conferencing), using tools such as instant messengers, Internet Relay Chat (IRC), talkers and possibl ...
, sales enablement,
pay-per-click Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. This differs from more t ...
management and
customer support Customer support is a range of services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product. Rega ...
. HubSpot was founded by Brian Halligan and Dharmesh Shah in 2006.


History

The company grew rapidly from $255,000.00 in
revenues In accounting, revenue is the total amount of income generated by the sale of goods and services related to the primary operations of a business. Commercial revenue may also be referred to as sales or as turnover. Some companies receive revenue ...
in 2007 to $15.6 million in 2010. Later that year, HubSpot acquired Oneforty, the
Twitter Twitter, officially known as X since 2023, is an American microblogging and social networking service. It is one of the world's largest social media platforms and one of the most-visited websites. Users can share short text messages, image ...
app store An app store, also called an app marketplace or app catalog, is a type of digital distribution platform for computer software called applications, often in a mobile context. Apps provide a specific set of functions which, by definition, do not i ...
founded by Laura Fitton. The company also introduced new software for personalizing
websites A website (also written as a web site) is any web page whose content is identified by a common domain name and is published on at least one web server. Websites are typically dedicated to a particular topic or purpose, such as news, education ...
for each visitor. According to ''
Forbes ''Forbes'' () is an American business magazine founded by B. C. Forbes in 1917. It has been owned by the Hong Kong–based investment group Integrated Whale Media Investments since 2014. Its chairman and editor-in-chief is Steve Forbes. The co ...
'', HubSpot started out targeting small
companies A company, abbreviated as co., is a legal entity representing an association of legal people, whether natural, juridical or a mixture of both, with a specific objective. Company members share a common purpose and unite to achieve specifi ...
but "moved steadily upmarket to serve larger businesses of up to 1000 employees." HubSpot filed for an
IPO An initial public offering (IPO) or stock launch is a public offering in which shares of a company are sold to institutional investors and usually also to retail (individual) investors. An IPO is typically underwritten by one or more investment ...
with the
Securities and Exchange Commission The United States Securities and Exchange Commission (SEC) is an independent agency of the United States federal government, created in the aftermath of the Wall Street crash of 1929. Its primary purpose is to enforce laws against market m ...
on August 25, 2014, requesting to be listed on the
New York Stock Exchange The New York Stock Exchange (NYSE, nicknamed "The Big Board") is an American stock exchange in the Financial District, Manhattan, Financial District of Lower Manhattan in New York City. It is the List of stock exchanges, largest stock excha ...
under the ticker symbol HUBS. They raised more than $140 million dollars by selling shares for $25, which then peaked at $840 in November 2021. In July 2017, HubSpot acquired Kemvi, which applies
artificial intelligence Artificial intelligence (AI) is the capability of computer, computational systems to perform tasks typically associated with human intelligence, such as learning, reasoning, problem-solving, perception, and decision-making. It is a field of re ...
and
machine learning Machine learning (ML) is a field of study in artificial intelligence concerned with the development and study of Computational statistics, statistical algorithms that can learn from data and generalise to unseen data, and thus perform Task ( ...
to help sales teams. The company reported revenues of $1 billion in 2021. In February 2021,
Axios Axios commonly refers to: * Axios (river), a river that runs through Greece and North Macedonia * ''Axios'' (website), an American news and information website Axios may also refer to: Brands and enterprises * Axios, a brand of suspension produ ...
reported that HubSpot would be acquiring The Hustle, a content and email
newsletter A newsletter is a printed or electronic report containing news concerning the activities of a business or an organization that is sent to its members, customers, employees or other subscribers. Newsletters generally contain one main topic of ...
company focused on small business owners and
entrepreneurs Entrepreneurship is the creation or extraction of economic value in ways that generally entail beyond the minimal amount of risk (assumed by a traditional business), and potentially involving values besides simply economic ones. An entreprene ...
. In September 2021, HubSpot announced Yamini Rangan as their new CEO, while Brian Halligan stepped out of the role and became an Executive Chairman at the company. On January 31, 2023, HubSpot announced the first layoffs in the company's history. Affecting approximately 500 employees, this layoff eliminated 7% of its total workforce. On the same day, HubSpot also announced plans to restructure its Cambridge campus, centralizing operations within a nearby office the company had already been leasing. Hubspot announced its acquisition of B2B intelligence firm Clearbit in November 2023. For 2023, the company reported total revenue of $2.17 billion (up 25% from 2022)
Subscription The subscription business model is a business model in which a customer must pay a recurring price at regular intervals for access to a product or service. The model was pioneered by publishers of books and periodicals in the 17th century. It ...
revenue — $2.12 billion (up 26% from 2022), professional services and other revenue of $46.8 million (down 16% from 2022). In September 2023, HubSpot announced the launch of HubSpot AI, an AI-powered service for
marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...
, sales and service departments, and the relaunch of Sales Hub, a solution for sales departments. In April 2024, ''
Reuters Reuters ( ) is a news agency owned by Thomson Reuters. It employs around 2,500 journalists and 600 photojournalists in about 200 locations worldwide writing in 16 languages. Reuters is one of the largest news agencies in the world. The agency ...
'' reported that
Google Google LLC (, ) is an American multinational corporation and technology company focusing on online advertising, search engine technology, cloud computing, computer software, quantum computing, e-commerce, consumer electronics, and artificial ...
was considering a bid to acquire HubSpot. The report led to shares of the company spiking by 5%. This news garnered a mixed response from industry leaders and users, 48% said they would be triggered to consider alternative software. In July, it was reported that
Google Google LLC (, ) is an American multinational corporation and technology company focusing on online advertising, search engine technology, cloud computing, computer software, quantum computing, e-commerce, consumer electronics, and artificial ...
had given up on its effort to acquire the company. In December, 2024, HubSpot acquired Frame AI, whose
artificial intelligence Artificial intelligence (AI) is the capability of computer, computational systems to perform tasks typically associated with human intelligence, such as learning, reasoning, problem-solving, perception, and decision-making. It is a field of re ...
and
machine learning Machine learning (ML) is a field of study in artificial intelligence concerned with the development and study of Computational statistics, statistical algorithms that can learn from data and generalise to unseen data, and thus perform Task ( ...
solution turns unstructured data—like emails, calls, meetings and conversations—into real-time insights.


Software and services

HubSpot Marketing Software provides tools for
social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for b ...
,
content management Content management (CM) are a set of processes and technologies that support the collection, managing, and publishing of information in any form or medium. When stored and accessed via computers, this information may be more specifically referre ...
,
web analytics Web analytics is the measurement, data collection, collection, analysis, and reporting of web Data (computing), data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for ...
, landing pages,
customer support Customer support is a range of services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product. Rega ...
, and
search engine optimization Search engine optimization (SEO) is the process of improving the quality and quantity of Web traffic, website traffic to a website or a web page from web search engine, search engines. SEO targets unpaid search traffic (usually referred to as ...
. HubSpot has integration features for Docusign, salesforce.com,
SugarCRM SugarCRM is a software company based in Silicon Valley. It produces the on-premises and cloud-based web application Sugar, a customer relationship management (CRM) system. SugarCRM's functionality includes sales force automation, sales-force au ...
,
NetSuite NetSuite Inc. is an American cloud-based enterprise software company that provides products and services tailored for small and medium-sized businesses (SMBs) including accounting and financial management, customer relationship management (CR ...
,
Microsoft Dynamics CRM Microsoft Dynamics 365 is a set of enterprise accounting and sales software products offered by Microsoft. Its flagship product, Dynamics GP, was founded in 1981. Applications Microsoft Dynamics is largely made up of products developed by co ...
, and others. There are also third-party services such as templates, and extensions. Additionally, HubSpot offers consulting services and an online resource academy for learning inbound marketing tactics. It also hosts user group conferences and inbound marketing and certification programs. HubSpot promotes their inbound marketing concepts through their own marketing, and has been called "a prolific creator of content" such as
blogs A blog (a Clipping (morphology), truncation of "weblog") is an informational website consisting of discrete, often informal diary-style text entries also known as posts. Posts are typically displayed in Reverse chronology, reverse chronologic ...
,
social media Social media are interactive technologies that facilitate the Content creation, creation, information exchange, sharing and news aggregator, aggregation of Content (media), content (such as ideas, interests, and other forms of expression) amongs ...
, webinars and
white papers A white paper is a report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision. Since the 199 ...
. In 2010, an article in the ''
Harvard Business Review ''Harvard Business Review'' (''HBR'') is a general management magazine published by Harvard Business Publishing, a not-for-profit, independent corporation that is an affiliate of Harvard Business School. ''HBR'' is published six times a year ...
'' said that HubSpot's most effective inbound marketing feature was its free online tools. One such tool, the Marketing Grader, assessed and scored website performance. The company introduced a
Twitter Twitter, officially known as X since 2023, is an American microblogging and social networking service. It is one of the world's largest social media platforms and one of the most-visited websites. Users can share short text messages, image ...
tracking feature in 2011. In November 2016, HubSpot launched HubSpot Academy, an online training platform that provides various
digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...
training programs and free certifications upon completion. In 2018, HubSpot integrated
Taboola Taboola, Inc. is a Public company, publicly traded advertising and technology company headquartered in New York City. It provides "content recommendation" adverts on its partner websites. History Taboola was founded in 2007 by Adam Singolda. The ...
on the dashboard, a global
pay-per-click Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. This differs from more t ...
native ad network. In November 2019, HubSpot acquired PieSync, a customer data
synchronization Synchronization is the coordination of events to operate a system in unison. For example, the Conductor (music), conductor of an orchestra keeps the orchestra synchronized or ''in time''. Systems that operate with all parts in synchrony are sa ...
platform. In August 2021, HubSpot partnered with Envato to launch hundreds of high-quality CMS Hub templates.


HubSpot CRM Free

The company launched HubSpot CRM Free in 2014. The CRM product tracks and manages interactions between a company and its customers and prospects. It enables companies to forecast revenue, measure sales team productivity, and report on revenue sources. The
software as a service Software as a service (SaaS ) is a cloud computing service model where the provider offers use of application software to a client and manages all needed physical and software resources. SaaS is usually accessed via a web application. Unlike o ...
product is free and integrates with
Gmail Gmail is the email service provided by Google. it had 1.5 billion active user (computing), users worldwide, making it the largest email service in the world. It also provides a webmail interface, accessible through a web browser, and is also ...
, G Suite,
Microsoft Office Microsoft Office, MS Office, or simply Office, is an office suite and family of client software, server software, and services developed by Microsoft. The first version of the Office suite, announced by Bill Gates on August 1, 1988, at CO ...
for
Windows Windows is a Product lining, product line of Proprietary software, proprietary graphical user interface, graphical operating systems developed and marketed by Microsoft. It is grouped into families and subfamilies that cater to particular sec ...
,
Office 365 Microsoft 365 (previously called Office 365) is a product family of productivity software, collaboration and cloud-based services owned by Microsoft. It encompasses online services such as Outlook.com, OneDrive, Microsoft Teams, programs form ...
and other software.


Marketing Hub

HubSpot Marketing Hub integrates customer relationship and social media management, campaign automation, and email marketing. Usability features were added to the marketing tool in 2020. As of 2021, there are four service tiers (Free, Starter, Professional, and Enterprise). Starter offers basic analytics, and Professional enables additional marketing automation options, custom workflows, A/B testing, more inboxes, and support for more currencies. The Enterprise version allows access to more contacts, revenue reporting, custom event automation, and campaign reporting.


Operations Hub

HubSpot launched Operations Hub in 2021 as an extension of the customer relationship management tool. Available in multiple service tiers, Operations Hub helps customers use data in the CRM.


Service Hub

HubSpot's customer service software, Service Hub ( previously known as Customer Hub ) was announced in 2017, moved out of beta testing in 2018, and received a "refresh" in 2022. The contact center platform provides self-service automation, Twilio
telephony Telephony ( ) is the field of technology involving the development, application, and deployment of telecommunications services for the purpose of electronic transmission of voice, fax, or data, between distant parties. The history of telephony is ...
, as well as "sentiment analysis and churn forecasting" and testimonial capturing, according to ''
The Irish Times ''The Irish Times'' is an Irish daily broadsheet newspaper and online digital publication. It was launched on 29 March 1859. The editor is Ruadhán Mac Cormaic. It is published every day except Sundays. ''The Irish Times'' is Ireland's leading n ...
''. ''
TechCrunch TechCrunch is an American global online newspaper focusing on topics regarding high tech, high-tech and Startup company, startup companies. It was founded in June 2005 by Archimedes Ventures, led by partners Michael Arrington and Keith Teare. I ...
'' says Service Hub also includes a "universal inbox" for all customer communications, tools for developing a "company knowledge base" and surveys, and a dashboard for team tracking.


Content Hub

HubSpot's Content Hub is an all-in-one, AI-powered content marketing platform designed to assist marketers in creating and managing content throughout the customer journey. It offers tools for content creation, personalization, and distribution across multiple channels, including blogs, podcasts, and social media. Key features include AI-driven content generation, SEO recommendations, and analytics to optimize content performance. The platform integrates with HubSpot's CRM, enabling personalized content experiences based on customer data. Content Hub also provides capabilities for repurposing content into various formats, such as transforming blog posts into social media updates or audio content. This integration aims to streamline content operations and enhance marketing efficiency.


Commerce Hub

Commerce Hub is the Hubspot portal dedicated to enabling you to conduct commerce via the platform. It allows you to send invoices, quotes, subscriptions and more as well as collect payments via its integration to Stripe. Commerce hub internationally Launched on Feb 6 2024.


HubSpot Academy

HubSpot Academy is an online training program with free courses for content, email, inbound and social media marketing, as well as graphic design, web development, and search engine optimization. Some of the courses offer certifications. In 2022, Avi Stern of ''
The Jerusalem Post ''The Jerusalem Post'' is an English language, English-language Israeli broadsheet newspaper based in Jerusalem, Israel, founded in 1932 during the Mandate for Palestine, British Mandate of Mandatory Palestine, Palestine by Gershon Agron as ''Th ...
'' and Christian Rigg of ''
TechRadar ''TechRadar'' is an online technology publication owned by Future plc. It has editorial teams in the United States, United Kingdom, and Australia that provide news and reviews of tech products and gadgets. It was launched in 2008 and expanded t ...
'' described the Academy as "one of the nation's leading digital marketing sources for businesses" and "an industry-leading learning center for all things CRM", respectively.


Tech industry reviews

HubSpot has been described as unique because it strives to provide its customers with an all-in-one approach. A 2012 review in CRM Search said HubSpot was not the best business solution in each category but that taken as a whole, it was the best "marketing solution" that combined many tools into one package. It identified HubSpot's "strengths" as the sophistication of its
call to action (marketing) Call to action (CTA) is a marketing term for any text designed to prompt an immediate response or encourage an immediate sale. A CTA most often refers to the use of words or phrases that can be incorporated into sales scripts, advertising messag ...
tool, its online ecosystem, and its "ease of use". Its weakness was described as having "more breadth than depth." The review said the lack of customization and design tools could be limiting and that it was missing advanced features such as
business process management Business process management (BPM) is the discipline in which people use various methods to Business process discovery, discover, Business process modeling, model, Business analysis, analyze, measure, improve, optimize, and Business process auto ...
(BPM) tools to manage workflow.


Conferences

HubSpot hosts an annual marketing conference for HubSpot users and partners called "INBOUND". The event is typically located in Boston. In 2019, HubSpot hosted its largest conference in the event's history, with a record of over 26,000 attendees from 110 countries. The first INBOUND conference took place in 2012. Since then, speakers such as
Oprah Winfrey Oprah Gail Winfrey (; born Orpah Gail Winfrey; January 29, 1954) is an American television presenter, talk show host, television producer, actress, author, and media proprietor. She is best known for her talk show, ''The Oprah Winfrey Show' ...
,
Michelle Obama Michelle LaVaughn Robinson Obama ( Robinson; born January 17, 1964) is an American attorney and author who served as the first lady of the United States from 2009 to 2017, being married to Barack Obama, the 44th president of the United Stat ...
,
Barack Obama Barack Hussein Obama II (born August 4, 1961) is an American politician who was the 44th president of the United States from 2009 to 2017. A member of the Democratic Party, he was the first African American president in American history. O ...
, Tig Notaro, and Issa Rae have spoken at their events.


Controversy

In July 2015, HubSpot's CMO, Mike Volpe, was dismissed for violating HubSpot's code of business conduct. It was found that he tried to obtain a draft copy of the book '' Disrupted: My Misadventure in the Start Up Bubble,'' written by his former employee Daniel Lyons. According to an article in ''
The Boston Globe ''The Boston Globe,'' also known locally as ''the Globe'', is an American daily newspaper founded and based in Boston, Massachusetts. The newspaper has won a total of 27 Pulitzer Prizes. ''The Boston Globe'' is the oldest and largest daily new ...
'', records obtained under the
Freedom of Information Act Freedom of Information Act may refer to the following legislations in different jurisdictions which mandate the national government to disclose certain data to the general public upon request: * Freedom of Information Act (United States) of 1966 * F ...
indicated that HubSpot executives considered the book "a financial threat to HubSpot" and Volpe used "tactics such as email hacking and extortion" in the attempt to prevent the book from being published. In April 2016, after his book was published, Lyons wrote in ''
The New York Times ''The New York Times'' (''NYT'') is an American daily newspaper based in New York City. ''The New York Times'' covers domestic, national, and international news, and publishes opinion pieces, investigative reports, and reviews. As one of ...
'' that HubSpot had a "frat house" atmosphere. He also called the company a "digital
sweatshop A sweatshop or sweat factory is a cramped workplace with very poor and/or illegal working conditions, including little to no breaks, inadequate work space, insufficient lighting and ventilation, or uncomfortably or dangerously high or low temperat ...
" in which workers had little job security. Later that month, HubSpot's founders gave an official response to the book, in which they addressed several, but not all, of Lyons' claims.


Reception

The ''
Boston Business Journal American City Business Journals, Inc. (ACBJ) is an American newspaper publisher based in Charlotte, North Carolina. ACBJ publishes ''The Business Journals'', which contains local business news for 44 markets in the United States with each market ...
'' named HubSpot a "Best Place to Work in 2012". In 2015, the company was named the best large company to work for in Massachusetts by ''The Boston Globe''. In 2017, HubSpot was named seventh by
CNBC CNBC is an American List of business news channels, business news channel owned by the NBCUniversal News Group, a unit of Comcast's NBCUniversal. The network broadcasts live business news and analysis programming during the morning, Day ...
as one of the best places to work.
Glassdoor Glassdoor is an American website where current and former employees anonymously review companies, operated by the company of the same name. In 2018, the company was acquired by the Japanese company Recruit Holdings (owner of Indeed) for US$1. ...
named HubSpot the best place to work in 2020 and the #2 best place to work in 2022. In 2024, HubSpot was listed among the top marketing & digital advertising software products by G2, a platform that ranks software products based on user reviews and ratings.


References


Further reading

* *


External links

* * {{DEFAULTSORT:Hubspot Technology companies based in the Boston area Companies based in Cambridge, Massachusetts Marketing companies established in 2006 Digital marketing companies of the United States Search engine optimization Software companies based in Massachusetts Web analytics Marketing software Companies listed on the New York Stock Exchange 2006 establishments in Massachusetts Customer relationship management software companies Software companies of the United States 2014 initial public offerings