Jennifer Young

While all marketing automation platforms and content management systems have unique value plays, HubSpot migrations and/or integrations are on the rise. It’s not that HubSpot is new. It’s been around with its automation features since 2006. But what has changed in 2025 is the shrinkage of marketing budgets, and the new mantra that marketers must do more with less while still driving meaningful results. Or as Gartner says, “CMOs must choose their investment wisely.” In making these decisions, we find that marketers in all business sizes embrace several powerful automation and reporting features. And it’s not just the toolset they are running to. It’s the entire strategy and play behind HubSpot that helps with the tighter budget. Let’s discuss. Resource consolidation. HubSpot was built for marketers, not engineers. So, there’s no need for a developer to make those most minor changes to emails or even web copy. The user-friendly interface allows teams to forego paying for a technical resource to do the work –– marketers themselves can do it quickly and get those campaigns running faster. In a 2024 HubSpot Study, 82% of marketers experienced faster lead generation. Getting it all together. It integrates web, marketing, sales, etc. on one platform. This eliminates the need for piecing together multiple tools and integrations. HubSpot says it can eliminate 5-10 separate marketing and sales tools. Depending on the tools you are using, a few come to mind: Email Marketing - Mailchimp/Constant Contact; Marketing Automation – Marketo; Landing Page Builders- Unbounce; Forms & Lead Capture - Typeform, Wufoo; Social Media Scheduling Tools – Hootsuite; Analytics Dashboards - Google Data Studio. With this elimination of tools comes a saving of not just the tools licensing, but also the technical support costs and troubleshooting. In a 2024 HubSpot Study, for companies that purchased HubSpot, in the first year, most HubSpot customers pay no additional costs, which equates to an average savings of over $100K in the first two years. But if you are curious about the potential savings for your business, check out their ROI Calculator. Integrations sync well. On the flip side of being available all together, HubSpot is flexible to integrate with thousands of tools in your stack. For example, you might love Salesforce for CRM but want HubSpot for marketing — simple connectors can keep your data flowing without disruption. And since the systems are synching automatically, you avoid the burden of double entry, data silos, and manual work. We have done this solutioning with our clients, and find it’s best to tailor engagements for flexibility, control and the ability to scale. Content generation. While HubSpot does lean into AI-driven tools, our clients cannot always leverage all the features due to privacy concerns. But one area that is up for consideration is content generation, making experiences more personalized. With HubSpot’s smart content and workflows, you don’t need to manually segment lists or create 10 versions of the same landing page. It automatically shows the right message to the right person based on lifecycle stage or persona — saving hours of content creation and management time. And it’s possible to take the ROI further, acknowledging that personalization can help you attract and nurture the right kind of leads, improving lead quality and helping sales teams spend time on more likely-to-close opportunities. Sales team winner. Let’s extend an olive branch to the sales team and acknowledge a few crucial got-to-love items for them. After all, they do help with revenue generation. Automated logging of emails, calls, meetings, and notes. (Gasp!) No more updating spreadsheets or chasing lead history. Combined CRM, email tracking, deal pipelines, calling tools, reporting, and automation. (What!) No more jumping between tools to figure out a lead’s history. Sales teams will probably say, “Now, I can do what I like to do… SELL!” So, in the end, you really don’t need a crew of developers or a sizable marketing budget to make an impact, you simply need the right platform and the right partner. And we know moving to a new platform is a big move, so ensure that the right partner is not only certified in HubSpot but can also help you create an effective migration strategy. For example, consider what needs to be migrated and what needs to be integrated. HubSpot has some amazing integration capabilities. And you should leverage what makes sense for your business, data and marketing team. Don’t leverage a HubSpot partner agency that insists you go all into HubSpot. You have a strategy too, stick to it! Hope to see you at HubSpot's annual conference, INBOUND 2025, September 3–5 at the Moscone Center in San Francisco.