HubSpot Market Share – How Big is Its Slice of The Pie?

HubSpot is a big name in the sales and marketing world. If you haven’t used one of its products, you’re likely to have found yourself on its website via one of its blog articles. In fact, it’s worth analyzing HubSpot’s very successful inbound marketing strategy and seeing how you can apply it to your business.

But first, back to the data.

How Much of The Market Does HubSpot Own?

HubSpot owns almost a third of the marketing automation market share – 29.55% to be precise (data provided by datanyze on the 23.06.2021).

That’s a pretty sizable chunk, wouldn’t you say?

How long has HubSpot even been around for, you might ask? Well, it was founded in 2006 by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology (MIT). In 2010, it had already grown to an impressive $15.6 million, and in 2019, the company reported sky-high revenues of $674.9 million.

This chart, taken from BuiltWith, gives you an idea of how HubSpot has grown over the years:

hubspot market share over the yearsIt’s interesting to note the sharp increase in sites in 2017. What happened that year? Well, firstly, HubSpot acquired Kemvi, an artificial intelligence and machine learning startup.

It was also named the 7th best place to work by CNBC despite the release of Dan Lyons exposé on the “digital sweatshop” HubSpot was supposedly operating. This didn’t seem to impact on its sales, though.

How Many Global Searches Does it Get a Month?

These figures are taken from Ahrefs, and, of course, they will change slightly every month, but it’s interesting to look at these statistics against the market share percentage and that of HubSpot’s competitors.

hubspot global monthly searches

Company name:

Hubspot: 1.1M

Adobe: 4.9M

Oracle: 919K

ActiveCampaign: 121K

Salesforce: 1.5M

Specific product:

HubSpot CRM: 68K

Adobe Experience Cloud: 5.4K / Adobe Marketing Cloud: 6.8K

Oracle Marketing Cloud: 2.1K

ActiveCampaign: 121K

Salesforce Pardot: 3.2K

Who Are HubSpot’s Competitors in The Marketing Automation Industry?

Competitor Market Share
Adobe Experience Cloud (formerly Adobe Marketing Cloud)11.79%
Oracle Marketing Cloud8.27%
Salesforce Pardot4.77%
Salesforce Marketing Cloud2.15%
RD Station1.96%

[data provided by datanyze]

How Did HubSpot Get so Big?

We’ve established that HubSpot is a pretty huge company. In fact, it employs almost 3,400 people (as of 2020).

What’s the secret to its success? Well, a great deal of it is no doubt owed to its very generous free CRM plan, which was launched in 2014 for small-to-medium-sized companies. This plan gives you unlimited users, data, and up to 1,000,000 contacts with no time limit or expiration date – pretty appealing, right?

It’s interesting to note that this freemium approach is also partly the secret to Mailchimp’s success, a company that owns a whopping 62.23% of the email marketing pie.

But offering a free plan isn’t the only reason HubSpot has gotten to where it is today.

HubSpot has worked hard to become an authoritative voice in the digital marketing world, providing detailed information and resources via its blog, online courses, downloadables and webinars – and everyone has access for free! This approach has a name: inbound marketing, and it has done wonders for branding and attracting new customers.

Pair this with an extremely easy to use interface and excellent support, and you get happy, loyal customers who will recommend the product to everyone they know.

How Much is HubSpot Worth?

HubSpot, a publicly traded company (HUBS), has seen its shares gain massively since the beginning of the Covid-19 outbreak. At the end of March 2020 its net worth was at $5B, now a little more than a year on (June 2021) it’s worth $27.5B. In the pandemic’s lifetime, its net worth has increased by $22.5B!

HubSpot Market Share: Final Thoughts & Look to The Future

What’s in store for HubSpot in the coming years? In light of the fact that we are moving ever so rapidly into a more digital world, it’s likely that more and more businesses will be looking for free CRM software to help them manage their sales and marketing.

That said, HubSpot does have some popular competitors with some appealing advantages.

Check out our HubSpot alternatives article for more information.

Want to see what all the fuss is about? Sign up to HubSpot’s free CRM plan here.

Find out what Salesforce’s market share is.


23 Jun 2021 – Updated market share figure and net worth

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