HubSpot Joins the Big Leagues: More Than Just a Marketing Tool

Once the scrappy underdog of inbound marketing, HubSpot has outgrown its origins to become a powerhouse in the CRM world. Today, it’s a comprehensive customer platform, managing everything from marketing and sales to operations and technical integrations. In doing so, it’s stepping into the big leagues, going toe-to-toe with giants like Salesforce and Microsoft Dynamics. The question isn’t if HubSpot belongs—it’s how soon it will dominate.

In this blog post, we’ll explore HubSpot’s evolution, the driving forces behind it, and why businesses are increasingly choosing HubSpot not just for marketing, but for the full suite of CRM tools it now offers.

HubSpot’s Transition: From Marketing-Centric to Full Customer Platform

HubSpot’s early days were all about inbound marketing—helping businesses charm leads with solid SEO and email campaigns. It worked, but it also painted HubSpot into a corner as "the marketing tool." Fast forward to today, and that corner is long gone. HubSpot now supports the entire customer lifecycle, from marketing and sales to service and even custom technical implementations.

At INBOUND 2024, one thing was clear: the “marketing bro” stereotype doesn’t apply anymore. HubSpot is now a backbone for businesses running full-scale, complex projects, seamlessly woven into their operations.

According to HubSpot experts, the platform is increasingly taking on advanced functionalities that put it on par with heavyweights like Salesforce, including API advancements, custom objects, and more in-depth integrations.

HubSpot’s Expansion Into Technical Capabilities

One of HubSpot’s most impressive glow-ups is its embrace of technical complexity. As highlighted by Tom Richard and Corné Van Driel at INBOUND 2024, the platform now empowers companies to manage custom data, automate workflows, and even build apps—all without needing a PhD in software engineering.

In fact, HubSpot’s private app?and public app ecosystems has lowered barriers to entry for smaller businesses that need custom solutions but can’t afford enterprise-level subscriptions. HubSpot’s new UI extensions now allow for more complex, interactive interfaces to be built directly within the platform.

This shift is a huge boon for businesses that want to scale but don’t want to be bogged down by external tools or expensive upgrades. As HubSpot continues to introduce features like serverless functions and more API integration points, it is becoming a go-to platform for businesses seeking a more technical approach to customer management.

For example: Say a photography business previously required custom-built user interfaces hosted outside of HubSpot to manage specific processes. They can now fully integrate those interfaces directly into HubSpot, improving efficiency and reducing costs.

HubSpot’s Comparison with Salesforce and Other CRMs

HubSpot vs. Salesforce—it’s the David and Goliath story, but with a twist: David just hit the gym. HubSpot has evolved from a niche tool to a platform capable of competing with CRM giants like Salesforce and Microsoft Dynamics.

While Salesforce is known for endless customization, it also comes with endless headaches: sky-high costs, steep learning curves, and a tendency to make IT teams cry. HubSpot, on the other hand, is growing at a sprint, offering enterprise-grade features—custom objects, workflows, and seamless integrations—at a fraction of the complexity and cost.

Not to forget, HubSpot’s user-friendly interface and all-in-one platform approach make it easier for businesses to adopt the CRM and start using it quickly. As HubSpot expands its capabilities, it’s positioning itself as a more cost-effective, scalable alternative to traditional CRM giants.

Why HubSpot Is the becoming the go-to CRM for Businesses

• More Than Just Marketing Automation

Why does this matter? Because HubSpot’s all-in-one approach means you can finally stop duct-taping your tech stack together. Marketing? Covered. Sales? Check. Service? Done. With HubSpot, businesses get one unified platform to manage data and deliver seamless customer experiences without the hassle of juggling half a dozen tools.

• Lower Cost of Entry

HubSpot’s standout strength is delivering advanced features without the sticker shock of enterprise-level platforms like Salesforce. It levels the playing field, putting powerful CRM tools within reach of smaller businesses that once couldn’t afford them.

• Seamless Technical Integrations

With HubSpot’s expanding API and UI extension capabilities, building complex, custom solutions within the platform has never been easier. Businesses that once depended on external tools can now simplify workflows and centralize operations—all in one cohesive system.

• Improved User Experience

HubSpot’s new features and integrations deliver a user-friendly experience that teams can adopt and manage with ease. Unlike platforms bogged down by endless customization and steep learning curves, HubSpot’s intuitive design ensures businesses start seeing results sooner rather than later.

• Scalability and Flexibility

HubSpot’s flexibility is a game-changer. Whether you’re a small business with simple CRM needs or a large enterprise requiring advanced customization, HubSpot adapts to grow with you. As your business scales, you can leverage features like custom app development and advanced integrations—all without the hassle of switching platforms.

A Goldmine for Technical Partners

As HubSpot evolves into a more technically advanced platform, the role of its technical partners has never been more crucial. HubSpot is increasingly leaning on certified partners to help businesses implement sophisticated solutions, from custom development to seamless integrations. This growing ecosystem of experts ensures that businesses have the support they need to make the most of HubSpot’s expanding capabilities.

For technical partners, this shift represents a significant opportunity. With HubSpot’s emphasis on advanced features like custom apps, API integrations, and serverless functions, partners are uniquely positioned to deliver value by building tailored solutions for clients.

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If you’re curious about how this impacts technical partners in more detail, we’ve covered it extensively in our dedicated blog post here.

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It’s a win-win: businesses gain expert guidance to tackle complex challenges, and partners have access to a rapidly growing market hungry for technical expertise.

Hiring from the Salesforce Ecosystem

One of our strategic moves is hiring talent from the Salesforce ecosystem. As HubSpot’s capabilities grow, it’s naturally attracting developers and CRM experts who’ve mastered the complexities of traditional platforms. With this expertise, businesses can fully unlock HubSpot’s potential, building custom CRM solutions that are both powerful and refreshingly straightforward. And here’s the kicker: businesses are realizing they can get Salesforce-level functionality and expertise without the bloated setup, inflated costs, or constant cries for IT help. HubSpot delivers smarter, cleaner, and better results.

The Future of HubSpot

HubSpot’s evolution isn’t just continuing—it’s accelerating. By empowering businesses of all sizes, adding serious technical chops, and keeping ease of use front and center, HubSpot is poised to keep shaking up the CRM industry. Investments in artificial intelligence (AI), serverless functions, and custom app development make one thing clear: HubSpot isn’t just here to play—it’s here to dominate on a global scale. But it’s not just about tech upgrades. With initiatives like the “crash course university” vibe at INBOUND, HubSpot is doubling down on educating its users, proving that its community isn’t just an afterthought—it’s part of the plan. The future of HubSpot is bigger, brighter, and bolder. It’s no longer just the marketing tool you started with; it’s the all-in-one, scalable solution redefining how businesses manage their customers.

HubSpot Is More Than Marketing

HubSpot has evolved from a scrappy marketing tool to a powerhouse CRM platform, carving out its own lane in the big leagues. With advanced features, seamless integrations, and unmatched flexibility, it’s helping businesses of all sizes simplify, scale, and succeed.

Ready to integrate HubSpot into your tech stack? Reach out to the highly technical team at Unlimited Tech Solutions and start scoping your project today! (Click here).