Everyone knows that having a CRM is important for business. Now, having a CRM focused on the consumer experience is a differential, not everyone knows that! And that's where you need to meet Hubspot!
To find out what Hubspot is and how this tool can help your business, keep reading this post.
HubSpot in practice: CRM and customer experience platform
HubSpot is an all-in-one platform focused on content marketing, relationship management and customer experience, with a Smart CRM at the center and fully integrated Marketing, Sales, Service, Content, Data and Commerce hubs. It unifies contacts, companies and interactions in one place, enabling you to follow the entire customer journey and automate repetitive activities. With automation features, dashboards and reports (including predictive ones), Artificial Intelligence and a strong educational layer via HubSpot Academy, the platform helps your company make more assertive decisions and grow in a structured, data-driven way.
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Integrate Marketing, Sales, Support and Service into a single Smart CRM.
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Automate emails, forms, tasks, SEO analysis and paid media campaigns.
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Track the entire customer journey across multiple touchpoints and channels.
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Build analytical and predictive reports and dashboards to support decisions.
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Train your team with free courses and certifications from HubSpot Academy.
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What you will see in today’s content
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Understand what HubSpot is as an all-in-one platform and Smart CRM.
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See how HubSpot unifies and organizes your contact, company and data base.
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Understand why a CRM like HubSpot is strategic in the context of Marketing 5.0.
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Discover how to automate the customer journey and track every touchpoint.
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Explore how Artificial Intelligence, machine learning and HubSpot AI support decisions.
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Learn about reports, chatbots and personalized content features within the platform.
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Understand how HubSpot can level up your company and support business growth.
Enjoy your reading!
What is Hubspot?
Created and developed by Brian Halligan (no less than one of the guys who created the concept of Inbound Marketing), Hubspot is an all in one platform when it comes to content and relationship marketing.
Today, HubSpot is much more than a cloud CRM focused on inbound marketing. It is positioned as the HubSpot AI-powered customer platform, with a Smart CRM at the core and fully integrated Marketing, Sales, Service, Content, Data, and Commerce Hubs that work together to drive your company’s growth.
Hubspot CRM has the ability to integrate Marketing, Sales and Technical Support teams. Yes, all in one place!
Used correctly, it is a tool that manages to ensure that all teams are aligned in any and all parts of the customer journey, as you may already know, this is of great value when we talk about making decisions to improve the customer experience. After all, happy consumers tend to recommend our work to others and so on.
But you must be wondering: within each of these areas, there are several variables that can impact the consumer experience. Does HS really do all this? And the answer is: yes, it does.
Imagine a very big tool, where inside it, there are several mini tools that corroborate for the big tool to work. This is HS, a platform with several pre-integrated applications and usability.
These apps save a lot of time by automating various time-consuming activities (emails, forms, results analysis, tasks, SEO analysis, Google and Face Ads, etc).
Imagine not having to worry about when and how to send emails, or not having to worry about manually tracking your customer journey, simply because one tool does it all for you… Amazing, isn't it?
This is Hubspot! It serves to optimize your time and the time of your team in an intelligent and connective way.
And if you think HubSpot stops there, it also works as an educational platform. Through HubSpot Academy, you can access free, globally recognized courses and certifications that upskill your marketing, sales, and customer service teams and help them get more value from the platform.
Image: Hubspot interface illustrating the article topic “What is Hubspot” and the operation of its cloud CRM platform.
How does Hubspot work?
As a CRM, the first thing it is able to do for you is to unify your contact and customer base.
This makes it possible for you to have all your contact and company information in a unified basis, which makes organizing and controlling your data. In the digital age, you can't keep your wallet cards, right?
At first, this database will literally serve as a basis for the actions of your marketing and sales team. Later on, it can be divided into different bases (clients and non-clients, for example) so that activities and actions are taken according to the specificity of each client.
This unification process is also very important when we talk about the consumer journey, taking into account that one of the pillars of Inbound is constant contact with the customer. Therefore, this data unification allows the tool to give us more accurate information about the moment this lead or customer is and what actions your company has already taken in relation to them (unification of teams and strategies).
One more feature of the tool: when you enter the name of the company, the HS CRM will bring up a database of companies spread around the world to help you complete your registration with as much information as possible.
This feature also allows you to use the tool's filters according to the information you want and also include specific notes for each contact or customer.
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Why should you invest in a CRM like Hubspot?
Have you ever heard of Marketing 5.0? According to the pope of marketing (Philip Kotler), we're in a time of making connections with the public.
This is not new, the news is due to the unification made by Kotler when defending marketing 5.0.
In this "new" reality, the fundamental bases for the success of a business are:
- Marketing based on data;
- Predictive Marketing;
- Contextual marketing (personalization);
- Augmented Marketing;
- Agile Marketing.
These five pillars come from the book Marketing 5.0: Technology for Humanity, by Philip Kotler, which explains how advanced technologies can be used to create more human, personalized customer experiences. Understanding Marketing 5.0 helps you connect HubSpot’s use with a strategic view of data, automation, and customer experience.
You realize that for any action to be carried out within these bases, data analysis is necessary. And for that, nothing better than having all your data in one place.
Within Hubspot, all your teams will be equally connected and will have access to all your company's touch points with the customer.
Another key point is how HubSpot is sold. The company offers a free CRM with basic marketing, sales, and service tools, plus paid Hubs with different tiers (Starter, Professional, and Enterprise). You can mix and match HubSpot CRM plans according to your company’s size, needs, and level of digital maturity.
With the tool, you can assign tasks to your entire team and track the results of your actions. Imagine the scenario:
A lead has registered on one of your online pages, then they have already received a welcome email and from there, several communications have already been assigned to this contact and you don't have to worry about any of these activities.
From the moment a lead becomes part of your contact base, with HS, it is possible to follow every step of the lead with your business: emails, SMS, WhatsApp, contact with the chatbot, contacts with the central service… any and all activities carried out by your company can be linked to it.
And now comes the most important part: all this data can be easily measured with dashboards and reporting tools. And you know something really cool about it? These reports can be predictive and not just analytical about the actions you are taking.
A super facility when making decisions, it fits perfectly into the agile marketing commented by Kotler in the book Marketing 5.0.
And you must be wondering: and how does a single platform manage to have so many features? This is where we enter the next topic.
Read too:
- 5 things hubspot customers are different from others
- What is AARRR? The 5 reasons to use pirate metrics
- Achieve these 6 goals with content marketing
Artificial Intelligence and Hubspot: allies in decision making
Artificial Intelligence has taken over the technology market and Hubspot uses it to its own advantage!
Through the use of Machine Learning, it is possible for systems to learn from data and information, identify patterns and behaviors and then automate bureaucratic and repetitive activities.
Reports and dashboards
With Hubspot CRM, Artificial Intelligence is used to analyze collected information and transform it into detailed reports, which can be used to make your team more assertive and accurate when defining goals and actions.
In recent years, HubSpot has also launched HubSpot AI, a set of features that includes content generation tools, writing assistants, and ChatSpot, all integrated with the CRM. These generative AI capabilities help you draft emails, campaign copy, reports, and contact summaries directly in the platform, saving your team valuable time.
Imagine a large information hub that can connect all the most diverse areas of your company. Now imagine how beneficial this connectivity can be when analyzing actions for your sales funnel, for example.
How much time do you invest today having to gather manual information when putting together a report? How much information can be lost in this data collection process?
Far from us wanting to leave the use of spreadsheets aside, but how many formulas do you need to make to be able to cross the data of your marketing team's actions with the actions of the sales team to understand if they are actually working?
That's the magic of Hubspot: automating these information gathering processes and turning them into relevant data.
Chatbot
In addition to reports, it is possible to configure chatbots and optimize the service process, reducing costs. Like this? A robot can work 7 days a week, 24 hours a day. And with the use of machine learning, service can be increasingly improved, much faster (significantly reduces waiting time for service) and quality.
Personalized
Content Content is a strategy and creating this content according to your lead/customer's interest and your sales funnel is definitely an art!
With the use of Artificial Intelligence, it is also possible to analyze the behavior pattern of your lead/customer and offer customized solutions according to their needs.
It's time to change the level of your company
Here at mkt4edu, we managed to have significant results using this tool within our own company and with our customers. It is no wonder that in a short time of use, we are, for the second consecutive year, a reference in Latin America in terms of results using the tool.
Using Hubspot as a CRM tool is in fact something that can help you position your company in the market in an even more strategic way. Hubspot customers are focused on data that generates results.
If you are considering being part of this universe of connectivity, take the opportunity to check out the 5 things that Hubspot customers have that are different from the others.
Frequently asked questions about HubSpot and its cloud CRM
What is HubSpot and what is the focus of its CRM?
HubSpot is an all-in-one platform focused on content marketing, relationship management and business growth. It evolved from a CRM focused on Inbound Marketing into an AI-powered customer platform. At its core is a cloud-based Smart CRM surrounded by fully integrated Marketing, Sales, Service, Content, Data and Commerce hubs. The focus is to connect teams and data to improve customer experience, support data-driven decisions and make relationships with leads and customers more strategic, personalized and scalable throughout the entire journey.
How does HubSpot work in practice as a CRM and customer platform?
As a CRM, HubSpot unifies your database of contacts and companies in one place. This base becomes the foundation for marketing, sales and service actions and can be segmented according to each contact’s profile and stage, such as customers and non-customers. The platform records interactions along the journey (emails, SMS, WhatsApp, chatbot, call center and other touchpoints), so teams can see the full history. It also offers automations, filters, custom fields and tasks, helping to organize processes, track opportunities and make decisions based on up-to-date information.
Which teams and departments can be integrated with HubSpot?
HubSpot mainly integrates Marketing, Sales and Support/Service teams, but it also supports other areas that rely on customer data. With the Smart CRM at the center and specific hubs around it, everyone shares the same view of contacts, companies and activities. This means following the lead from campaign generation, through the work of the sales team, to post-sales support and relationship. This integration reduces rework, improves internal communication, simplifies prioritization and makes it easier to assess the impact of each action on the overall customer experience.
How is HubSpot connected to the concept of Marketing 5.0?
HubSpot is connected to Marketing 5.0 by providing a technological structure to apply concepts such as data-driven marketing, predictive marketing, contextual (personalized) marketing, augmented marketing and agile marketing. The text shows we are in a moment of building deep connections with audiences using technology to create more human experiences. With HubSpot, it is possible to centralize data, automate processes, personalize communications and generate predictive reports. This helps turn information into actionable insight, so the company can use advanced technology to deliver relevant, personalized value throughout the customer journey.
What main automations and tasks does HubSpot help execute?
HubSpot automates bureaucratic and repetitive activities, freeing the team to focus on more strategic work. Examples in the text include automating emails, sending forms, creating tasks, analyzing results, tracking SEO and integrating with Google and Facebook Ads. From the moment a lead enters the database, you can trigger email sequences, nurturing flows, internal notifications and other actions without manual intervention. This also includes communications across different channels such as SMS, WhatsApp and chatbot, making it easier to maintain constant and relevant contact with the customer throughout the funnel.
How does HubSpot use Artificial Intelligence, machine learning and HubSpot AI?
HubSpot uses Artificial Intelligence and machine learning to analyze data, identify behavior patterns and automate processes. The platform applies AI to generate more detailed and predictive reports, supporting more assertive goal setting and action planning. The content also mentions HubSpot AI, a set of features that includes a content generator, writing assistants and ChatSpot, all integrated into the CRM. These generative AI tools help create emails, campaign copy, reports and contact summaries directly inside the platform, saving time and making operations faster and smarter.
What kinds of reports and dashboards does HubSpot CRM offer?
HubSpot CRM turns collected information into detailed reports and dashboards. Based on recorded interactions and data from marketing, sales and service, the platform generates analytical and also predictive reports, helping you understand not only what happened but what might happen next. These dashboards make it easier to track metrics, funnels, campaign performance, team productivity and results by channel. Instead of relying on complex spreadsheets and formulas to cross-check data, the platform centralizes information and automates consolidation, offering a clearer and more reliable view for decision-making.
Does HubSpot provide chatbots and automated service features?
Yes. HubSpot allows you to configure chatbots to optimize service processes and reduce operating costs. The text highlights that a bot can work 7 days a week, 24 hours a day, reducing waiting time and ensuring faster responses. With machine learning, service tends to improve over time as the system learns from interactions. These chatbots can be integrated into the CRM, registering conversations as part of the customer journey and contributing to a complete view of all touchpoints between the company and its audience.
How does HubSpot help personalize content and customer experience?
HubSpot uses behavioral and preference data from leads and customers to support personalized content creation. By analyzing patterns, it becomes possible to offer communications and solutions aligned with each contact’s interest and stage in the sales funnel. Combining automations, segmentations and Artificial Intelligence features, the platform helps deliver more relevant messages at the right time and through the right channel. This improves customer experience, strengthens relationships and increases the chances of recommendation, since a satisfied customer is more likely to refer your work to others.
Why can investing in a CRM like HubSpot change a company’s level?
Investing in a CRM like HubSpot can change the company’s level because it centralizes data, integrates teams and automates key processes in marketing, sales and service. The tool allows you to track every step of the lead, connect all touchpoints, generate predictive reports and make data-driven decisions. The text shows that companies can achieve expressive results by adopting the platform strategically, positioning themselves as references and becoming more competitive. In essence, HubSpot customers tend to be more focused on data that drives results, which contributes to more sustainable growth.
Does HubSpot offer educational resources, courses and certifications?
Yes. Beyond the CRM and hubs, HubSpot also acts as an educational platform through HubSpot Academy. The text highlights that there is access to free courses and globally recognized certifications aimed at marketing, sales and service professionals. These materials help train teams in the use of the platform itself and in strategic topics such as Inbound Marketing, customer relationship and data usage. This means HubSpot not only provides technology but also knowledge, so companies can extract the most from its features and evolve their digital maturity.
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