About HubSpot

HubSpot, Inc. provides a customer platform that helps businesses connect and grow better. The company delivers seamless connection for customer-facing teams with a unified platform that includes three layers: AI-powered engagement hubs, a Smart customer relationship management product (‘CRM’), and a connected ecosystem supporting the customer platform with a marketplace of integrations, templates, and expert partners, a community network, and an academy of educational content. The company’s engagement hubs include Marketing Hub, Sales Hub, Service Hub, Operations Hub, content management system (‘CMS’) Hub and Commerce Hub, that enable companies to attract, engage, and delight customers throughout the customer lifecycle. The Smart CRM is the foundational layer that combines customer data with AI to power the entire customer platform with unified customer profiles and tools to manage and govern the team and business processes. The company focuses on selling to mid-market business-to-business (‘B2B’) companies, which the company defines as companies that have between 2 and 2,000 employees. The company sells its customer platform on a subscription basis. As of December 31, 2023, the company had 205,091 Customers of varying sizes in more than 135 countries. As of December 31, 2023, approximately 53% of the company’s Customers were located outside of the United States and these Customers generated approximately 47% of the company’s total revenue for the year ended December 31, 2023. The company sells to those international Customers from its U.S., European, the Asia Pacific, and South American based operations. The HubSpot Approach The company’s customer platform features a central database of lead and customer interactions and integrated applications designed to help businesses attract visitors to their websites, convert visitors into leads, close leads into customers, transact with those customers, and delight them so they become promoters of those businesses. Designed to Help Companies Grow Better: The company’s customer platform was architected from the ground up to enable businesses to transform their marketing, sales, services, operations, commerce and content management playbook to meet the demands of customers today. The company’s customer platform includes a system of record for maintaining a unified view of the customer experience, a system of engagement for efficiently engaging customers through search engine optimization (‘SEO’), web content, social, blogging, email, marketing automation, messaging, support ticketing, knowledge base, commerce, conversation routing, video hosting, deal progression, prospecting, data enrichment, and an end-to-end payment solution which enables customers to streamline their billing and payment process with fewer tools. Ease of Use of a Single, Extensible Platform: The company provides a set of integrated applications on a common platform, which offers businesses ease of use and simplicity. The company’s customer platform has one login, one user interface, one database, and one team for support. The company’s customer platform starts free and grows with its customers. It is designed to scale its power and technical sophistication without losing its ease-of-use. In addition to being a comprehensive suite itself, the company’s customer platform seamlessly integrates with hundreds of external applications, making it easy to extend the functionality of the company’s customer platform and customize it for any business. Power of a Unified Customer View: At the core of the company’s customer platform is a unified data platform for each business that captures its lead and customer activity throughout the customer lifecycle – this is the company’s Smart CRM. The company’s Smart CRM creates a unified timeline incorporating all the interactions with a particular customer. In contrast to many CRM suites, which are cobbled together, the company has crafted a set of core functionalities, including reporting, content, messaging, data, AI assistance and automation, which runs across the company’s product lines, which the company refers to as engagement Hubs. Scalability: The company’s customer platform was designed and built to serve a large number of customers with demanding use cases. The company’s customer platform processes billions of data points each week, and the company uses leading global cloud infrastructure providers and its own automation technology to dynamically allocate capacity to handle processing workloads of all sizes. The company has built its customer platform on modern, scalable distributed technologies. The company builds the infrastructure to support hundreds of microservices and can easily add new features and capabilities to the customer platform. The company utilizes a variety of open-source distributed systems, including HBase, Kafka, Vitess, and Elasticsearch to scale its data collection and processing. The company’s scalability gives the company flexibility for future growth and enables the company to service a large variety of businesses of different sizes across different industries. Extensible and Open Architecture: The company’s customer platform features a variety of open application programming interfaces (‘APIs’) that allows easy integration of its platform with other applications. The company enables its customers to connect its platform to their other applications, such as ecommerce, event management and videoconferencing applications. By connecting third-party applications, the company’s customers can leverage its centralized inbound database to perform additional functions and analysis. Growth Strategy The key elements to the company’s growth strategy are to grow its customer base; increase revenue from existing customers; keep expanding internationally; continue to innovate and expand the company’s customer platform; and selectively pursue acquisitions. Customer Platform The company’s customer platform, with engagement Hubs, the company’s Smart CRM, and connected ecosystems enable companies to have a unified customer profile and connect with their customers at every part of their customer relationship lifecycle. Each Hub can be used standalone, with the company’s Smart platform, a third party CRM, and/or in conjunction with any version of the other Hubs. The company’s Hubs are available in both free and paid tiers (i.e., Starter, Professional and Enterprise) with gradually increasing levels of functionality that support the needs of the company’s customers as their businesses grow. Businesses that want to use software outside of the company’s customer platform can leverage its ecosystem of third-party integrations from the company’s platform application partners to have a single, integrated stack. The company makes it easy to find and install new or existing software solutions that complement its customer platform. Over 1,500 integrations and applications are available for the company’s users, across a wide range of categories, including integrations with leading social media, email, sales, video, analytics, content and webinar tools. Customers can build custom applications and integrations on top of the company’s customer platform themselves, or through third party developers in its ecosystem. Smart CRM The core of the company’s customer platform is its Smart CRM: a single, unified, data platform of lead and customer information that allows businesses to track their interactions with contacts and customers, manage their customer activities, report on their pipeline and sales, and manage and govern their team and business processes. This allows a complete view of lead and customer interactions across all of the company’s integrated Hubs, giving its customer platform substantial power. This Smart CRM makes it possible to personalize every aspect of the customer interaction across web content, social media engagement, and email messages across devices, including mobile. The integrated Hubs and Smart CRM on the company’s customer platform have a common user interface and are accessed through a single login. Marketing Hub Marketing Hub is an all-in-one toolset for marketers to attract, engage, and nurture new leads towards sales readiness over the entire customer lifecycle. Features include marketing automation and email, social media, SEO, and reporting and analytics. Sales Hub Sales Hub is designed to enhance the productivity and effectiveness of sales teams. Businesses can empower their teams with tools that deliver a personalized experience for prospects with less work for sales representatives. Features include email templates and tracking, conversations and live chat, meeting and call scheduling, lead and website visit alerts, lead scoring, sales automation, pipeline management, quoting, forecasting, and reporting. Service Hub Service Hub is the company’s customer service software designed to help businesses manage, respond and connect with customers. Features include conversations and live chat functionality, conversational bots, tickets and help desk, automation and routing, knowledge base, team emails, feedback and reporting tools, and customer goals. CMS Hub The company’s CMS Hub combines the power of customer relationship management and a content management system into one integrated platform. The company’s content tools enable businesses to create new and edit existing web content while also personalizing their websites for different visitors and optimizing their websites to convert more visitors into leads and customers. Features include website pages, business blogging, smart content, landing pages and forms, SEO tools, forms and lead flow, web analytics reporting, calls-to-action, and file manager. Operations Hub Operations Hub is designed to help businesses unify customer data in a connected platform, automate business processes, and eliminate time-consuming data cleanup, and query and transform data to enable customer insights and connections. Features include programmable automation, data sync, data curation, and data quality tools. Commerce Hub Commerce Hub is an easy-to-use B2B commerce suite that helps streamline the opportunity-to-cash process for businesses to get paid faster, increase revenue and save time. It includes an end-to-end payment solution, Payments, which enables customers to accept payments from their customers in less time and with fewer tools. With Payments, customers can buy and pay directly on a website, an email, or chat and native integration with the quotes feature in Sales Hub allows the company’s customers to get paid immediately when a quote is accepted. Features include payment links, invoices, quotes, subscription management, automation and revenue reporting. Services The company complements its product offerings with professional services, customer success and support, which the company views as critical elements of ensuring the long-term retention of its customers. The majority of the company’s services and support is offered over email, phone, chat applications and via web meeting technology rather than in-person, which is a more efficient business model for the company and its customers. Professional Services: The company offers professional services to educate and train customers on how to leverage the company’s customer platform to transform how their business attracts, engages and delights customers. Depending on which Hubs and services a customer purchases, they receive onboarding guidance or one-on-one training from one of the company’s on-boarding, inbound consultants, or technical consultants by web meetings. They can purchase additional group training and education in online or in-person classes (when offered). The company also offers in-app training modules that customers can use as part of their on-boarding. The company’s professional services are also available to customers who need additional assistance on a one-time or ongoing basis for an additional fee. Depending on the scope of work and the services a customer needs help with, the company might recommend they work with the company’s Solutions Partner ecosystem. Customer Success. The company’s customers have access to a Customer Success Manager (‘CSM’), Channel Consultant (‘CC’), Partner Development Manager (‘PDM’) or Customer Success Team (‘CST’), which are responsible for the company’s customers’ long term success, retention and growth on its customer platform. Depending on the customer spend, they will either have a dedicated CSM, or be serviced by a CST in a team based approach. The company’s CSMs or CST address the unique needs and goals of its customers through a series of ongoing interactions and strategy calls on how to best use the company’s customer platform. The company’s CCs or PDMs play a similar role as its CSMs and CST, but focus on the growth and success of the company’s Solutions Partners. The Solutions Partner’s customers have oversight through CSM and work collaboratively with the CC or PDM to help the Solutions Partner’s customers get the most value from the company’s platform and the Solutions Partner’s services. Support. In addition to assistance provided by the company’s online articles and customer discussion forums, the company offers phone and/or email and chat based support, which is included in the cost of a subscription for the company’s Hubs. Phone, email and chat support is available starting at the Professional product level for all Hubs while email and chat based support is available for Starter Hubs. The company strives to maintain an exceptional quality of customer service. The company continuously monitors key customer service metrics, such as phone hold time, ticket response time and ticket resolution rates, and the company monitors the customer satisfaction of its customer support interactions. The company’s customer support is an important reason why businesses choose its customer platform and recommend it to their colleagues. Marketing and Sales The company is a global leader in implementing an inbound experience in marketing and sales. Inbound Marketing. The company’s marketing team attracts new leads and users each month through the company’s industry-leading blog, podcast network, email newsletter and other content, free tools, large social media following, high search engine rankings and personalized website and email content. In addition, the company is generating leads for new and add-on product purchases through content and offers delivered through the company’s customer platform to existing customers. Inbound Direct Sales. The company’s sales representatives throughout the world use phone, email, and web meetings to interact with prospects and customers. The majority of revenue generated by the company’s sales representatives originates with inbound leads produced by the company’s marketing efforts. In addition, the company’s freemium products and in-product cross-sell offerings help close new business with little or no interaction by the company’s sales representatives. Inbound Channel Sales. In addition to the company’s direct sales team, the company has sales representatives that manage relationships with its worldwide network of Solutions Partners who both use the company’s platform for their own businesses and also, on a commissioned basis, refer customers to the company. These Solutions Partners collaborate with the company not only to leverage its software platform and educational resources, but also to build their own business by offering new services and shifting their revenue mix to include recurring revenue streams. Intellectual Property The company has 18 issued U.S. Patents and 23 patents applications pending. History HubSpot, Inc. was founded in 2005. The company was incorporated under the laws of the state of Delaware in 2005.