HubSpot Pricing & Package Plans: An Impartial Overview

HubSpot Pricing & Package Plans: An Impartial Overview

HubSpot is a highly sought-after marketing automation software for companies wishing to begin or better manage inbound marketing.

One thing that’s nice about HubSpot’s software is you can choose a plan that best fits the needs and goals of your company. HubSpot currently offers three different software plans, beginning with basic features and increasing to a robust marketing platform. But one thing that’s tough about HubSpot’s software is that it can be difficult to choose the best plan for your company.

We know how valuable an unbiased perspective can be when you’re considering a software program. So we’ve documented our opinion about the HubSpot pricing and package plans, and have established:

  1. What the features of each plan are.
  2. Things you should take into consideration about each plan.
  3. What kind of company each plan is best for.

(As an aside, we will only be addressing HubSpot’s marketing software. They also offer sales software and a ton of add-ons, but we will not be discussing those here.)

HubSpot’s Pricing & Package Plans

Basic Plan

“An entry tool for those new to inbound marketing.”

Cost: $200 per month, plus a one time $600 onboarding fee. (If you choose to do your inbound marketing with a HubSpot Partner Agency, this onboarding fee is waived.)

What do you get with the Basic Plan?

Blogging
  • Blog SEO Recommendations—This recommends ways to optimize your article for search engines, including guidance on title length, keywords, alt tags, etc.
  • Blog Analytics—Here you’ll learn how people found your articles and if they’re clicking your calls-to-action (CTAs).
  • Integrated Social Publishing—Instead of logging in to each of your social accounts separately to share an article, this allows you to publish to all your social networks with just a few clicks and see how it ties to lead activity.
  • Mobile Optimization—If you host your blog on HubSpot, the software automatically adjusts blog pages to read easily on a user’s mobile device.
Social Media
  • Social Media Monitoring—With this, you can set up multiple searches across multiple social media channels and see the results in one place.
  • Social Media Publishing—Instead of logging into each of your social accounts to publish updates, you can use this to post anything to any account (all from one place).
  • Social Media Analytics—This tells you which of your posts are getting clicks and interactions.
  • Social Media Bookmarklet—You can add this tool to your Chrome browser to easily tweet or post something to your social media accounts while browsing online.
Search Engine Optimization (SEO)
  • Keywords—This easy-to-use tool helps you find basic keywords to try to rank for. (But, it isn’t the greatest tool for serious keyword research.)
  • Links—With this, you can see who is linking back to your pages.
Calls-To-Action (CTA)
  • Calls-To-Action—This allows you to easily create and update CTAs for your website. It also shows each CTA’s click-through-rate.
Landing Pages
  • Forms—Create an unlimited number of forms to collect visitor and lead information.
  • Mobile Optimization—If a visitor accesses your landing page on a mobile device, the software will automatically adjust the page to fit their screen.
Lead Management
  • Segmentation—This allows you to categorize your leads based on contact properties or how a user has interacted with your content and website.
Email Marketing
  • Email Optimizer—This shows a checklist of things you should have in each email.
  • Email Testing—Before sending an email out to contacts, you can use this to see what it will look like in an inbox or on a specific screen type.
  • List Building—Segment your contact list based on what users have downloaded, contact properties, etc.
Calendar
  • Tasks—This is essentially a built-in task management tool.
Analytics
  • Goal Tracking—Add and track goals around the campaigns you’re running.
  • Campaigns—Tie specific emails, landing pages, blog posts, and social media activity together to see how they perform.
  • Personas—Identify which of your personas best fits each of your contacts based on a contact’s answers in forms. Then, segment your personas and interact with them in the best ways possible.
  • Sources—This tool lets you see how people are getting to your site. (Unfortunately, the reports don’t provide much detail.)
  • Page Analytics—Get analytics details on any page you place a HubSpot tracking code on if your site isn’t hosted on HubSpot. This tells you page performance based on views and CTA conversions for blog posts, for example.
  • Competitors—With this, you can choose competitors you want to track. You’ll be able to see how many pages they have indexed in Google and keywords they rank for (among other things).
  • Landing Page Analytics—See how each landing page is performing based on page views, form submissions, CTA click-through rates, etc.
Extras
  • HubSpot Connect—This tool lets you connect other programs you use to HubSpot.

Considerations:

  1. There’s no marketing automation whatsoever. Without this capability, you can’t create any automatic email workflows. Instead, you have to manually nurture your leads with emails, content, etc.
  2. While you can take advantage of HubSpot Connect to sync other programs you use with the software, you don’t have API access—so you can’t create any custom integrations with other programs you use.
  3. You have a 100-person contact limit. So, once you upload your small contact list and attract a handful of leads, you’ll be bumped up in price by 50% (to $300) for those extra contacts.
  4. The cost of this plan does not include hosting your website on HubSpot’s COS system—it only includes access to the marketing software. If you do want to actually build your site on HubSpot, you’re looking at a minimum of $100 per month (for up to 3,000 visits), and a maximum of $300 per month.
Who is the Basic Plan best for?

The Basic Plan is best for:

  • A 1-2 person team.
  • Small startups who want to do their own marketing in-house and are willing to do email nurturing manually. In this scenario, the company’s owner and/or one other employee would likely be handling the marketing efforts entirely.
  • Companies that have a very small contact database.

With goals to:

  • Become more organized and strategic with their blogging, social media networks, and email marketing by managing them in one place.
  • Gain a better understanding of how leads and customers are finding their business.
  • Create a more strategic and data-driven approach to their marketing plans.

Keep this in mind: Any business that has an actual marketing team or really wants to automate the lead nurturing process should not consider this plan—it simply doesn’t have the right tools for a team to utilize.

Pro Plan

“An integrated solution for professional marketers.”

This is the plan we subscribe to and the plan many of our clients are on.

Cost: $800 per month, plus a one time $3000 onboarding fee. (If you choose to do your inbound marketing with a HubSpot Partner Agency, this onboarding fee is waived.)

What do you get in the Pro Plan that isn’t available in the Basic Plan?

  • 900 more contacts without paying anything extra
  • Unlimited site visits
  • 3 more subdomains
Calls-To-Action (CTAs)
  • Smart CTAs—This allows you to choose which CTA to show based on what a user has already downloaded, their activity, etc.
Landing Pages
  • Smart Fields—If a user has already completed specific fields in a form, this will remove the already-completed fields and ask new questions, so you can get more information about your visitors and leads.
  • Smart Content—With this, you can send emails with specific content or show specific content on your pages or website based on the viewer. (Note: In order to use smart content on your website, you must host your site on HubSpot’s COS system. The cost of this plan does not include hosting your website on their system.)
  • Progressive Profiling—Use different forms on your pages to get a better picture of who your leads are.
Lead Management
  • Custom Lead Scoring—This enables you to identify which of your leads are most interested in your company based on their activity, credentials, downloads, etc.
  • Sales Lead Revisit Notifications—This notifies your sales team when a lead revisits your website.
Marketing Automation
  • Branching—With this, you can create email workflows that have alternate paths.
  • Email Lead Nurturing—Set up an unlimited number of emails to go out over a specific period of time. (In our opinion, this is one of the most powerful features of the marketing automation.)
  • Sales Notifications—This notifies your sales team when your leads take certain actions on your website.
  • Automation Templates—Create an automation campaign using one of HubSpot’s many campaign templates.
Analytics
  • List Analytics—Learn how your contact list has grown and changed as well as what other marketing-related actions have been taken.
  • Attribution Reports—This gives you basic ways to see how content is contributing to visits to your website, to visitors becoming leads or customers, etc. (But, the insight it provides isn’t that great—you have to pay more for additional reporting features.)
Extras
  • User Roles—Assign different roles to various users based on how they’ll be using HubSpot.
  • Salesforce Integration—This one’s pretty self-explanatory, right? Integrate your Salesforce account with HubSpot.
  • HubSpot API—Create custom connections to other programs you use to add a lot of functionality to both programs. (You’ll need a web developer for this.)
  • Webhooks—If you don’t have a web developer, Webhooks makes connecting with other applications really accessible, so long as the other applications have an API.

Considerations:

  1. There are absolutely no A/B testing capabilities (landing pages, CTAs, and emails). The knowledge you can gain from A/B testing is huge, so it would be an awesome feature to have.
  2. The reporting features are really basic. To get more insight, you have to pay another $200 per month for additional capabilities.
  3. The cost of this plan does not include hosting your website on HubSpot’s COS system—it only includes access to the marketing software. If you do want to actually build your site on HubSpot, you’re looking at a minimum of $100 per month (for up to 3,000 visits), and a maximum of $300 per month.
Who is the Pro Plan best for?

As mentioned earlier, we (and most of our inbound clients) are subscribers to the Pro Plan. While we would love to have A/B testing and more analytical features “out of the box”, we’re pretty content with this plan.

The Pro Plan is best for companies:

  • Making between $2 million and $10 million annually.
  • With at least one person solely dedicated to marketing. (Or those with a budget to hire an inbound agency to run it for them.)

With desires to:

  • Custom integrate other programs they use with HubSpot’s marketing software.
  • Automate some of their marketing tasks.
  • Utilize smart content on their website.

Enterprise Plan

“An advanced platform for marketing teams.”

Cost: $2400 per month, plus a one time $5000 onboarding fee. (If you choose to do your inbound marketing with a HubSpot Partner Agency, this onboarding fee is waived.)

What do you get in the Enterprise Plan that isn’t available in the Pro Plan?

  • 9,000 more contacts without paying anything extra
  • Unlimited subdomains
CTAs
  • A/B Testing Of CTAs—Create two or more versions of a CTA and have them both live at the same time to see which performs better. (This is only available under the Enterprise Plan.)
Landing Pages
  • A/B Testing Of Landing Pages—Create two or more versions of a landing page and have them both live at the same time to see which performs better. (This is only available under the Enterprise Plan.)
Lead Management
  • Predictive Lead Scoring—This attempts to identify your best leads.
  • Event-Based Segmentation & Scoring—This is a really powerful and very important tool. It lets you segment contacts based on events performed on your website, in your emails, etc. It gives you insight beyond knowing what visitors and leads are looking at—it shows you where they’re clicking on your pages.
Email Management
  • A/B Testing Of Emails—Create two or more versions of an email, send them at the same time, and see which performs better.
Marketing Automation
  • Event-Based Automation Triggers—This works like event-based segmentation and scoring. You can set up certain activities performed on your website to trigger workflows or email nurturing.
Analytics
  • Revenue Reporting—Create custom revenue reports with the ability to drill down into specific details you choose to filter.
  • Custom Event-Based Reporting—This breaks down the insights you get from event-based segmentation, scoring, and triggers even further.
  • Contacts Report—Create custom reports based on your contacts with the ability to drill down into specific details you choose to filter.
  • Companies Report—Create custom reports based on the companies you service with the ability to drill down into specific details you choose to filter.

Considerations:

  1. Well, the obvious one is the price—$2,400 per month. (That’s triple the cost of the Pro Plan.)
  2. If you want all the reporting and analytical capabilities HubSpot has to offer, you have to pay an additional $200 per month for their Reporting Add-On.
  3. The cost of this plan does not include hosting your website on HubSpot’s COS system—it only includes access to the marketing software. If you do want to actually build your site on HubSpot, you’re looking at a minimum of $100 per month (for up to 3,000 visits), and a maximum of $300 per month.
Who is the Enterprise Plan best for?

The Enterprise Plan is the best choice for companies:

  • With multiple people on an internal marketing team with so much activity they need to finely segment things.
  • That have a very large contact database.
  • Making over $10 million annually.

With desires to:

  • Have extensive reporting and analytical capabilities regarding your marketing, revenue, and customers.
  • Refine your landing pages, CTAs, and emails through A/B testing to optimize conversion rates.
  • Finely segment and get super-detailed insight on the crazy amounts of activity occurring on your site.

Do you use HubSpot’s marketing software? If so, what plan do you use? What do you think of the capabilities compared to the cost?

Download: How Our Company Put HubSpot To The Test

  • Paul McKinley

    Hubspot sounds like it’s an excellent tool, but the pricing structure is simply insane, I get the impression that costs could easily spiral out of control once you’re committed to the Hubspot eco-system. Would love to see a much more modular structure whereby customers could choose features al-la-carte.

    Can anyone suggest any good alternatives to Hubspot, with a more reasonable pricing structure?

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