HubSpot Glossary

Essential Terms and Definitions for Navigating HubSpot and Beyond

A

• ABM (Account-Based Marketing): A B2B strategy that aligns marketing and sales efforts to focus on targeted accounts for personalised outreach and campaigns.

• Activity Feed: A feature in HubSpot that displays a timeline of interactions with contacts, such as email opens, link clicks, and form submissions.

• API (Application Programming Interface): Tools and protocols that allow developers to integrate HubSpot with external applications and services. Used to customise workflows and expand HubSpot’s functionality.

• Attribution Reporting: A HubSpot tool that assigns credit to different marketing and sales activities to track how they contribute to conversions and revenue.

• Automation: HubSpot’s workflows that automate repetitive tasks, such as sending emails, updating contact properties, assigning tasks, or scheduling follow-ups.

B

• Blog Tool: A HubSpot feature for creating, publishing, and optimising blog content with built-in SEO recommendations. Includes analytics to track post performance.

• Bounce Rate: The percentage of visitors who leave a website after viewing only one page, commonly used in email marketing to track undeliverable emails or ineffective pages.

• Buyer Persona: A semi-fictional representation of an ideal customer based on market research and data. Helps tailor marketing strategies for specific audience segments.

C

• Call-to-Action (CTA): A button or link encouraging website visitors to take a specific action, such as downloading an eBook, subscribing to a newsletter, or booking a demo.

• Campaigns: Organised efforts in HubSpot to plan, execute, and measure the impact of marketing strategies across multiple channels. Campaign analytics show performance metrics like ROI.

• Chatflows: A HubSpot tool that creates automated or live chat experiences for website visitors, integrating with the CRM for seamless data capture and follow-ups.

• Contacts: Individuals stored in HubSpot’s CRM, including leads, customers, or other business relationships. Contacts can be segmented for targeted communications.

• Conversion Path: A series of actions (such as filling out a form and downloading content) that lead to a visitor becoming a lead or customer.

• Customer Journey: The complete experience a prospect or customer has with your business, from initial awareness to post-purchase interactions. Tracked through various HubSpot tools.

D

• Dashboards: Customisable screens in HubSpot that display key performance indicators (KPIs) and analytics across marketing, sales, and customer service.

• Deal Pipeline: A visual representation of sales opportunities at different stages of the sales process. Helps sales teams track, manage, and close deals effectively.

• Domain: A unique web address used for hosting websites and emails. HubSpot allows domain verification and management for tracking content and campaigns.

E

• Email Marketing: Tools in HubSpot for creating, sending, and tracking email campaigns. Includes A/B testing, personalisation, and detailed analytics for open and click rates.

• Engagements: Interactions such as calls, emails, meetings, or notes logged in HubSpot to maintain a comprehensive record of customer communications.

• Events: Predefined actions that HubSpot tracks, such as a page visit, form submission, or button click. Events are used for behavioural segmentation and triggering workflows.

F

• Forms: Tools for collecting information from visitors, such as contact details or feedback, which automatically sync with HubSpot CRM for lead nurturing and segmentation.

• Funnels: Stages of the buyer’s journey, such as Awareness, Consideration, and Decision. HubSpot tools track funnel performance to optimise conversion rates.

G

• Goals: Objectives set within HubSpot to track progress in sales, marketing, or service metrics. Examples include revenue targets or email engagement rates.

• Google Search Console Integration: A HubSpot feature that integrates with Google Search Console to provide insights into search performance and keyword rankings.

H

• HubSpot CRM: The central tool for managing contacts, companies, deals, and tickets, free for all users. Provides a unified platform for marketing, sales, and service teams.

• HubSpot Marketplace: An online repository of integrations, templates, and tools to extend HubSpot’s capabilities. Includes pre-built apps and themes.

• HubSpot Academy: HubSpot’s educational platform offering free courses and certifications on inbound marketing, sales, and customer service.

I

• Inbound Marketing: A marketing methodology focused on attracting customers through valuable content and personalised experiences rather than intrusive ads.

• Integrations: Connections between HubSpot and other applications to sync data, streamline workflows, and enhance functionality. Examples include Salesforce, Slack, and Gmail.

• Insights: Data-driven reports in HubSpot that help teams understand performance metrics, customer behaviour, and campaign effectiveness.

J

• Journey Analytics: Tools in HubSpot to map out and analyse the steps customers take during their journey with your business, from first interaction to conversion.

K

• Keywords: Terms or phrases optimised for search engines, tracked in HubSpot’s SEO tools to improve website ranking and organic traffic.

• Knowledge Base: A self-service tool in HubSpot for creating and managing articles to help customers find answers to common questions, reducing ticket volume.

L

• Landing Pages: Standalone web pages in HubSpot designed to capture leads through forms and CTAs. Includes templates, analytics, and A/B testing capabilities.

• Lead Scoring: A method to rank leads based on their likelihood of becoming customers, determined by engagement metrics and custom properties in HubSpot.

• Lists: Dynamic or static groupings of contacts in HubSpot based on specific properties or behaviours. Used for segmentation and targeted campaigns.

M

• Marketing Hub: A suite of tools in HubSpot designed for inbound marketing, including email, forms, CTAs, landing pages, and automation workflows.

• Meeting Scheduler: A HubSpot feature that syncs calendars to allow prospects and customers to book appointments directly, integrating with CRM records.

N

• Nurture Campaigns: Automated email sequences designed to guide leads through the buyer’s journey, ensuring consistent engagement over time.

O

• Outbound Marketing: Traditional marketing methods like cold calls, direct mail, or paid ads, which are also managed through HubSpot.

• Owner: The HubSpot user assigned to a specific contact, company, or deal for accountability and tracking purposes.

P

• Playbooks: Customised templates in HubSpot CRM that guide teams through sales or service interactions, ensuring consistency and best practices.

• Properties: Fields in HubSpot CRM that store information about contacts, companies, deals, or tickets. Examples include “Lifecycle Stage” and “Lead Status.”

Q

• Queues: Lists in HubSpot CRM that help organise tasks, deals, or tickets for prioritisation and follow-up by team members.

R

• Reports: Customisable analytics tools in HubSpot to measure performance across marketing, sales, and service efforts. Includes dashboards and scheduled reporting.

• Revenue Attribution: HubSpot’s tool for tracking the ROI of marketing and sales efforts, connecting activities to closed deals.

S

• Sequences: Automated email workflows designed for personalised one-on-one communication with prospects or customers, often used for follow-ups.

• Service Hub: A HubSpot tool for managing customer service interactions, including tickets, customer feedback surveys, and knowledge base articles.

T

• Tasks: Action items in HubSpot CRM assigned to team members to ensure timely follow-ups with contacts, companies, or deals.

• Tickets: Records in HubSpot Service Hub that track customer issues, service requests, or inquiries through resolution.

U

• URL Tracking: The process of appending tracking codes to URLs to monitor traffic sources and visitor behaviours in HubSpot.

V

• Video Integration: HubSpot’s feature for embedding and tracking video content performance, often linked with marketing and sales strategies.

W

• Workflows: HubSpot’s automation tools for managing processes like lead nurturing, deal assignment, contact updates, and email follow-ups.

X

• XML Sitemap: A file generated by HubSpot to help search engines crawl and index your website efficiently, boosting SEO rankings.

Y

• YouTube Integration: HubSpot’s feature for connecting YouTube accounts to track video performance, audience engagement, and campaign ROI.

Z

• Zapier Integration: A third-party tool that connects HubSpot to thousands of other applications for automating tasks and syncing data seamlessly.