It is not a "tool for sending emails". HubSpot Marketing Hub is a marketing platform that uses CRM data as its core to attract, nurture, convert, and expand customers all at once. In this chapter, we will summarize the overall picture, the differences from other tools, plan selection, and the changes in thinking that should be realized in 2026.
Defining HubSpot Marketing Hub in one word:"CRM-native marketing automation (MA) platform"is. It's not just an email delivery tool or a landing page creation tool. The biggest feature is that marketing measures can be implemented while linking contact data, behavior history, and sales status in real time.
Many MA tools are "stand-alone products" and have a separate database from CRM. API integration and Zapier are required to synchronize data, which inevitably causes time lags and inconsistencies.
For HubSpot, Marketing Hub and CRM areOn the same database from the beginningIt is built on. The moment a contact submits a form, a sales rep receives a notification, and once that contact becomes a deal, marketing nurturing stops automatically—this is possible with no-code because it's CRM native.
Those who have used HubSpot CMS may have a sense of ``connecting form conversions to workflow.'' Marketing Hub is an extension of that. Forms, landing pages, blogs, emails, ads, and SNS are all linked to the same CRM contact data.
Compare Marketing Hub with major domestic and international MA tools. Target size, price range, and depth of CRM integration are the key factors in selection.
| tool | Target scale | CRM integration | Monthly cost | UI difficulty level | AI function |
|---|---|---|---|---|---|
| HubSpot Marketing Hub | SMB〜Mid | ◎ Native | Free to expensive | Medium | ◎ Breeze AI |
| Marketo Engage | Mid〜Enterprise | △ External collaboration | High to very high | difficulty | △ Limited |
| Salesforce Marketing Cloud | Enterprise | △ Company CRM | super high | difficulty | △ Einstein |
| Pardot（Account Engagement） | B2B Mid〜 | △ SF collaboration | high | Medium | △ Limited |
| Delivery email/Satori etc. | SMB domestic | ✗ Separate system | low to medium | Easy | ✗ Almost none |
A combination of ``CRM and MA in separate systems'' will inevitably result in operational costs for data synchronization and loss of leads. Especially since HubSpot is “all in one.” A BtoB company where sales and marketing work togetherhas a strong advantage.
HubSpot is not a single product;6 Hubs + Smart CRMIt is a platform consisting of. While each can be used independently, combining them creates a synergistic effect. In order to properly understand the positioning of Marketing Hub, let's understand the big picture.
Attracting customers, nurturing, and converting. The main character this time.
Pipeline management, sequence, and negotiation acceleration tools.
Help desk/ticket/customer success.
Old CMS Hub. Website construction, content management, AI generation.
Data quality control, custom code, and external collaboration automation.
Data infrastructure shared by all Hubs. Available for free.
When organized from the perspective of the customer journey, Marketing Hub mainly consists of“Awareness → Interest → Consideration” phaseResponsible for Once a lead is acquired, it is passed to Sales Hub, and once the deal is closed, Service Hub takes over. However, as of 2026, this idea of "passing phases" itself is being redefined by the concept of Loop Marketing (details are explained in 0-4).
Those with CMS experience should be especially careful about the following:“CMS Hub” will be rebranded to “Content Hub” in 2024It was done. Content Hub is in charge of website construction, but forms, CTAs, and landing pages are provided as functions of Marketing Hub, and the two work in close collaboration.
Marketing Hub is3 plansis provided by. The difference in functionality is quite large, especiallyBig disconnect between Professional and StarterThere is. There are many cases where people sign up for Starter and then regret it because there are too many things they can't do, so it's important to understand it accurately from the beginning.
With Starter, ``you can only create one workflow,'' so it's almost impossible to do real marketing automation. Most of the measures explained in this book, such as automatic delivery of nurturing emails, lead scoring, and automatic MQL promotion, areProfessional or above requiredbecomes.
| situation | Recommended plan | reason |
|---|---|---|
| First time using HubSpot/Small test | Starter | Stage to get a feel for forms, emails, and basic functions |
| I want to fully implement workflow scoring. | Professional | Almost all of the measures in this book can be implemented. |
| I want to use ABM, Journey Automation, and similar lists | Enterprise | Supports large-scale BtoB and multiple brand management |
| Migration from existing Marketo/Pardot | Professional 〜 Enterprise | Most of the equivalent functions can be covered by Professional. |
Professional (starting from 96,000 yen per month) may seem expensive, but compared to Marketo (from 500,000 yen per month) and Salesforce Marketing Cloud (from 1 million yen per month), it is overwhelmingly reasonable. Furthermore, considering that CRM, sales, and service functions can be used for free, the total cost is extremely competitive.
HubSpot introduced the concept of "inbound marketing" in 2006 and has grown it into an industry standard. However, at the INBOUND conference in September 2025, HubSpot declared itself "the funnel is over."Loop Marketingannounced a new framework. This is not just a rebrand, but a response to fundamental changes in the marketing environment.
The ``search → site visit → conversion'' path that funnels were based on is now collapsing. The biggest factor is The rise of AI searchis.
Loop marketing is not about ``once a conversion, it's over'';A cyclical structure in which continuous relationships with customers generate new customer attraction.Assuming that. It is a model in which four stages continue to rotate permanently.
Main uses GEO (Generative Engine Optimization)is. Designing content that gets cited in ChatGPT, Perplexity, Google AI Overviews, etc. has become as important, if not more important, than traditional SEO. HubSpot now offers the GEO Grader tool to help you measure and improve your brand's visibility in AI searches (more on this in Chapter 2).
| loop stage | Marketing Hub Key Features |
|---|---|
| Four important structural elements in GEO | Marketing Studio / Brand Identity (AI brand voice automatic generation) / Breeze Copilot |
| Tailor (individual optimization) | Segments (dynamic segments) / Personalization App / AI-Powered Email / Smart CTA |
| Amplify (expand your reach) | SEO tools / GEO Grader / SNS management / Advertising management / Breeze Content Agent |
| Evolve (continuous improvement) | Campaign Reports / Attribution / Custom Dashboards / Breeze Intelligence |
HubSpot's admin screen has undergone a major overhaul from 2025 to 2026. The concept of a "workspace for marketers" has been strengthened, allowing everything from campaign design to analysis to be done in one place.Marketing Studiohas been established as the central UI.
You can access all of HubSpot's features from the navigation bar at the top of the screen. The menus that Marketing Hub users use on a daily basis are as follows.
| menu | Main uses | Main submenu |
|---|---|---|
| marketing | General marketing measures | Email / Form / Landing Page / CTA / SNS / Advertisement / Campaign |
| content | Content production/management | Blog / Marketing Studio / Landing Pages / SEO |
| contact | Lead/customer data management | Contact / Company / Segments / List |
| automation | ” Please generate a blog article with the following conditions: | Workflow / Journey Automation / Sequence |
| report | Analysis/Dashboard | Dashboard/Reports/Attribution |
Marketing Studio was officially announced at INBOUND 2025Campaign design hubis. Previously, emails, LPs, forms, SNS, and advertisements were operated from separate menus, but with Marketing Studio, you can design and manage entire campaigns on one canvas.
With the February 2026 update, the UTM management UI has been redesigned.Cookie dependent Since then, it has become possible to collectively manage UTM parameter generation rules, naming rules, and existing UTMs. To maintain campaign tracking accuracy, we strongly recommend setting this up first.
Competitive comparison (GSC collaboration)Linking with known contactsYou can call the AI assistant at any time. Starting in February 2026, Breeze Assistant can access the following data sources:
HubSpot’s AI capabilities will arrive in 2024「Breeze AI」It was unified as a brand and rapidly expanded from 2025 to 2026. When using Marketing Hub, an accurate understanding of Breeze's structure will greatly affect the efficiency of using the tool.
| function | What you can do | plan |
|---|---|---|
| AI-Powered Email | Automatically generate personalized email text based on CRM data | Professional〜 |
| Content Agent | AI handles everything from composition to writing of blog articles, SNS posts, LPs, and emails. | Professional〜 |
| Brand Identity | Visitor clicks on URL with UTM | All plans |
| AI workflow generation | Integration with CRM data, attribution analysis, audience collaboration | Professional〜 |
| Smart Properties | AI automatically classifies contact attributes and behavior and updates properties. | Professional〜 |
| Lookalike Lists | AI automatically discovers new prospects with similar characteristics from existing customers | Enterprise only |
| Journey Automation | Design complex customer experiences with visual journey builder | Enterprise only |
Some features of Breeze Agents/Breeze Intelligence areCredit consumption type(Monthly credit given for Professional/Enterprise subscriptions). Main consumption estimates: 1 Customer Agent conversation = 100 credits / 1 Data Agent prompt = 10 credits / 1 Breeze action in the workflow = 10 credits.
CRM native MA. No data synchronization is required, and marketing is based on the current state of prospective customers.
Marketo and Pardot are "separate products from CRM". HubSpot has been one from the beginning. Operating costs and coordination errors are fundamentally low.
Leveraging CRM conversion for smart bidding
Funnel → Loop. GEO (AI search optimization) is the core of new customer attraction. Design in 4 stages of Loop.
Set a condition to “not enter” the workflow even if the trigger fires
Website = Content Hub, Form Email Workflow = Marketing Hub. Design with cooperation in mind.