Overview

HubSpot has been a key player in customer relationship management for several versions, with consistent improvements over time. While some CRMs are focusing on integrating digital marketing tools or help desk solutions, HubSpot has successfully combined both. Although this review doesn’t cover its marketing or service features, the availability of pricing bundles that include these tools makes HubSpot an attractive option for mid-sized companies seeking an all-in-one platform for managing customer interactions. Additionally, HubSpot is highly configurable, enhancing its appeal even further.

While HubSpot’s feature set may not be as extensive as some other CRMs at its price point, it remains a strong contender for midsize businesses due to its many advantages.

Setting Up HubSpot CRM

Adding team members is done through Account Settings. Once you access the Users & Teams view, you can add users individually by entering their email addresses or import them in bulk using a CSV file. HubSpot also simplifies setting up permissions by offering a default list or allowing for customizable, role-based permissions. The process is quick and intuitive, guided by a step-by-step, wizard-like interface.

After you add team members, they receive an invitation in their inbox with a login link, prompting them to enter their full name and job role information. Next, they receive a second email with a multi-factor authentication code. Once the code is confirmed, they can set up their passwords. From the team member’s perspective, this entire process takes around two minutes. Afterward, they’re greeted with a screen offering potential first steps, such as importing contacts or reviewing a user guide.

After adding team members, each will receive an invitation in their inbox containing a login link, prompting them to provide their full name and job role information. Following this, they’ll receive a second email with a multi-factor authentication (MFA) code. Once they confirm the code, they’ll be able to set up their passwords. For team members, the process takes about two minutes to complete. Once finished, they’re presented with a screen offering suggested first steps, like importing contacts or exploring a user guide.

Importing contacts is similarly streamlined with a wizard-like approach. From the Contacts view, you simply click “import” and choose whether to upload from a local file or another source. While HubSpot, like Zendesk Sell, supports more than just CSV imports, the only additional option here is Excel. Google Sheets users will need to convert their files, ensuring the import is a single-sheet document (no tabs) and does not exceed 512MB in size.

New users might be confused by the next screen, where you’re asked how many files you want to import (select one file). It then asks how many objects you want to import. If you’re uploading a CSV with a contact list, you might think it’s referring to the number of contacts and choose “multiple.” However, it’s actually a database classification question. Typically, you’ll select “one” unless you’re merging several spreadsheets, like contacts and leads. Once you get past that, you’ll be able to select and upload your file.

HubSpot can be a bit more complex compared to other CRMs we tested, particularly those geared toward small businesses like Insightly. In those systems, you’re typically shown a preview of the first line from your imported spreadsheet, with drop-down menus next to each cell. You just align the data in each row with the appropriate CRM field. For instance, if “Oliver” is in the first cell and “Rist” in the second, you’d link the first to First Name and the second to Last Name, and continue this for the remaining data. It’s a simple and clear process.

HubSpot is also more specific about how your data should be formatted. In fact, there’s a dedicated tutorial that explains how to structure your CSV or Excel files before importing them and how to troubleshoot errors. This guide is especially helpful when importing more complex data, like linking Contacts to Deals. However, the process can be confusing enough that we suggest going through the tutorial at least once, even if you’re just importing a basic contact list like we did. It will help you get set up much faster.

The final setup steps are user-centric, involving linking an email address, social media accounts, or a business VoIP system to your HubSpot account. While the VoIP system and social media are optional, connecting an email is essential to fully utilize any CRM. If you’re using a Google Workspace or Microsoft 365 email, HubSpot simplifies this with a quick two-click process that you can complete when you’re ready to send your first email. The same applies if you’re scheduling a meeting and need to sync your calendar.

If you’re using a different email provider, you’ll need to manually enter the POP/SMTP settings, so it’s a good idea to have your IT admin handle this for you. They can configure this either for individual users or in bulk, which will also simplify the process for them.

HubSpot also offers an option to install what they call a Sales Extension. This widget integrates with either Google or Microsoft apps, providing tools within those suites that work interactively with HubSpot, rather than just one-way. By default, you can send an email from HubSpot using your synced Gmail address, but without this extension, emails sent from Gmail won’t be tracked in HubSpot.

Deal Pipelines and sales

Before diving into deals, it’s a good idea to customize your pipelines. You can do this either from the Settings menu or directly from the default Deals screen. HubSpot provides a generic pipeline by default, but you have the option to modify it and save different versions or create entirely new ones. This is a crucial initial step, as HubSpot emphasizes organizing deals according to your pipelines.

Another important step before setting up deals is to update your product library, if your pricing tier includes this option. This is where you’ll input the details of the products or services you offer, including data like SKU, subscription or unit price, margin, and more. It’s beneficial to have this information entered before setting up deals because it allows you to use this data during the import process and helps with sorting products later when reviewing deals. Additionally, if you’ve paid for reporting features, having your product library set up will be essential for accurate reporting.

The default Deal view is a list but you can switch to a card-based kanban view if you prefer. This view is not only more visually appealing but also interactive, allowing you to move deals forward in the pipeline by simply dragging and dropping them. While this feature is handy, you’ll find similar functionality in most of our other contenders, except for those with more outdated interfaces.

Both the view types allow you to customize the data displayed, make on-the-fly edits, and save the lists or views you use most frequently. This is especially useful for managing long deals, deal packages, or deals spanning multiple pipelines. Additionally, you can filter lengthy lists and create new data filters as needed, similar to how you can with contacts or companies.

Contact Management and Communications

In HubSpot, you’ll begin with two main sections: Contacts and Communications. After importing your data, HubSpot’s interface will look similar to that of Zendesk Sell or Insightly. It displays all relevant information for the view you’re on—if you’re viewing a contact, you’ll see related data such as communications, documents, and notes. Additionally, you’ll have access to associated details like the contact’s company record, tasks related to them, deals they’re involved in, and any open trouble tickets if you’re using HubSpot’s help desk system.

You can add or update any information directly from the contact record. Additionally, you can advance the contact through the pipeline, create a new deal or task, and send an email or make a call if you have an integrated phone system. Unlike the import process, this aspect is straightforward and easy to grasp from the start.

One minor issue is that if you create a separate record from the contact’s detail view—such as adding the record where contact’s company—you’ll be redirected to the company record screen when you finish. Since the screens look similar, it can be a bit confusing until you become familiar with navigating them.

HubSpot doesn’t differentiate between leads and contacts; instead, each contact is assigned a deal stage indicator (New, Open, Unqualified, and more) to reflect their status. While this approach may not be as straightforward as separating leads from contacts and advancing them with a simple click, it eliminates the need to manage an additional screen.

Below Contacts, Company, and Activity Feed, you’ll find an option for Lists. This feature, which is also available in other CRMs but often less prominent, is prominently featured in HubSpot, making it quite convenient. Lists leverage all the filters in your HubSpot database, including default filters and any custom ones you’ve created. You can select the filters that matter to you and save them as separate lists.

Under Communications, HubSpot offers several features, including Snippets, Chatflows, and Templates. Snippets allows you to save frequently used blocks of text, such as common email responses or notes, making it easy to reuse them. Chatflows tracks conversations that customers or leads have with a chatbot on your website and requires a plugin on your web server.

Templates is where you can create your email templates. The tools provided here are fairly basic. For more advanced email templates, HubSpot offers a separate email marketing suite with more robust tools. If you use both services, you can integrate the email marketing suite with the CRM for a seamless experience.

The most useful option under Communications is Inbox. It consolidates all synced communication channels like email, phone calls, and webchats into one place. The list updates in real time as new messages come in, and you can filter based on customer channel, assignment status, whether messages are open or closed, and more. This feature is especially handy for users who prefer not to start with a dashboard view when launching HubSpot.

Dashboard and Reporting

In HubSpot, dashboarding and reporting are essentially the same. You can choose from several pre-built reports provided by HubSpot, modify them, and save them under a new name. Unlike some smaller CRMs, HubSpot also allows you to create fully customized reports from scratch.

The custom report builder in HubSpot can take a bit of practice to master, but it essentially involves a two-stage process. In the first stage, you select the main data category you want to access such as Marketing, Sales, or Service and specify the subcategories like Contacts or Deals relevant to your report.

After selecting your data, you’ll move to an intuitive report builder where you can arrange the data fields and choose how you want the dashboard to appear. While the visual design of the dashboards may not be state-of-the-art, the ability to create fully customized reports is a valuable feature.

One feature we missed in HubSpot is a default dashboard view on the landing screen. By default, when you log out and log back in, you’ll be taken to the last page you were on. To view dashboard data, you’ll need to navigate to the Dashboards section manually.

Assignments and tasks can be found in the Activity Feed under the Contacts menu. This section displays recent activities, as well as upcoming meetings or emails that need to be sent. If you prefer to be taken to a specific screen, like the dashboard, upon login, you can set this preference in your user profile under Settings.

Sales Automation

Automation and Analytics are advanced features that require higher pricing tiers. Automation allows you to create sequences or workflows. Sequences focus on automating email responses, either in a specific order or based on certain triggers. You can use a default sequence as it is, modify it to suit your needs, or create a new sequence from scratch. The sequence builder is straightforward, consisting of data entry fields where you specify the type of communication, the triggers or responses, and the order in which these actions should occur.

The workflow builder resembles the sequence builder but is designed for managing internal tasks and notifications rather than customer-facing communications. You can use it to automate processes like managing approval workflows, notifying sales reps about new leads, and other internal tasks, ensuring these actions occur automatically without manual intervention.

Similar to sequences, HubSpot provides a library of default workflows that you can either use as-is or customize, or you can create your own from scratch. While both the sequence and workflow builders are designed to be intuitive, creating either from scratch may require some time with HubSpot’s user knowledge base or watching the relevant videos in the HubSpot Academy series.

Analytics in HubSpot offers a more advanced level of reporting and dashboarding, available only at the higher pricing tiers. If HubSpot CRM alone meets your needs, Analytics might not be a priority since it is primarily focused on marketing. With Analytics, you can track various website visitor metrics and integrate them with your other marketing channels, such as content, email, or events.

Analytics features excellent graphics and fully customizable reports. However, if you’re not integrating your marketing with your CRM, it may not be very useful. Additionally, it’s not immediately intuitive and will require some learning time to fully utilize.

Pricing

Unlike many CRMs that only provide a free trial, HubSpot offers a surprisingly generous free version. The main limitations are the single-user account and the lack of advanced features, such as document storage, teams, and website integration at the lower tier, and automation and analytics at the higher tier. For a solo entrepreneur, these limitations are generally manageable, and the free version should meet most needs effectively.

Starter

For small businesses, the Starter tier is recommended at $45 per month for two users, with an additional $23 per user for extra accounts. This tier includes support for the Payments feature, which enables online payment management and integration with the CRM. It also offers an SDK for phone system integration and document storage capabilities within HubSpot accounts.

Professional

At the five-user level, you can upgrade to the Professional tier, which costs $450 per month, with additional users priced around $90 each. This tier unlocks more advanced features, including support for multiple sales teams, the previously mentioned analytics, custom reporting, forecasting, integrated video messaging, and a product library. If you’re looking for a comprehensive CRM with features comparable to our Editors’ Choice winners, this is the tier to choose.

Enterprise

The Enterprise tier is available for a minimum of 10 users and costs $1,200 per month, with additional users priced at over $100 each. This tier includes all the features of the Professional tier, along with advanced capabilities such as predictive analytics, AI for conversation analysis, more detailed permissions, and custom objects.

HubSpot is not the cheapest CRM available, but its free version offers a generous array of features that can be appealing for newcomers. The lowest-cost paid tier starts at over $20 per user, while the highest tier exceeds $100 per user.

Comprehensive CRM for a Premium Price

HubSpot stands out as a top choice for medium-sized organizations that need to get up and running quickly. While it excels in this area, you may require assistance with importing large datasets and managing a substantial user count. Additionally, users will benefit from basic training to understand how data flows through the system.

HubSpot customers can typically have their CRM operational within a week or two of purchase. If you need a fast and relatively straightforward setup and price is not a major concern, HubSpot is worth considering. It’s especially appealing if you plan to integrate digital marketing and help desk functionalities in the future.

HubSpot tends to be on the pricier side, though its CRM tool offers nearly all the essential features found in leading platforms. However, many standard features are restricted to its higher-tier plans.