How HubSpot Customers Grow: The Key Technologies Used by 19,000 Marketers. Together, we set out to determine what technologies HubSpot customers have enabled on their websites. 7 Key Technologies Used by HubSpot Customers 1) General Technologies Among HubSpot customers, we saw a widespread adoption of technologies that, when it comes to marketing and sales, are pretty standard -- things like analytics, email, social sharing, and CMS, to name a few. 5) Support and Chat Technologies To better serve customers and prospects, about one out of five of the websites we examined enable support and chat tools, in order to directly communicate with website visitors. 6) Payment and Ecommerce Tools The last technologies crucial to growth are ecommerce and payment tools. We found some interesting differences, and plan to follow this research with additional insights from our data set. Companies in the software industry have the highest use of support and feedback tools (21%). ecommerce sites have the highest use of both retargeting tools (50%) and chat software (31%). What's in Your Growth Stack? By examining the use of video, ad networks, retargeting, support, chat, ecommerce, and payments, you might begin to see what a growth stack could look like for your business.
Here at HubSpot, we’ve been giving a lot of thought to the concept of a growth stack — the set of tools that marketers and sales teams use to drive growth. As you might imagine, we’re working to build our products to serve as a strong foundation for your growth stack. But what does that look like?
To dig deeper into what the typical growth stack looks like, we recently partnered with Datanyze, a platform that can track a large number of technology categories. Together, we set out to determine what technologies HubSpot customers have enabled on their websites.
In this post, we’ll break down our customer adoption, and show which of the more notable technologies are being used.
7 Key Technologies Used by HubSpot Customers
1) General Technologies
Among HubSpot customers, we saw a widespread adoption of technologies that, when it comes to marketing and sales, are pretty standard — things like analytics, email, social sharing, and CMS, to name a few.
2) Analytics Technologies
Under the analytics category, we can see that Google dominates the market, with 98% of all HubSpot customers leveraging Google Analytics — that’s great market share.
What we found to be even more interesting was the supplementary set of tools that our customers use to enhance and disseminate their content, which follow below.
(Note: The Leadin product has since been rolled into HubSpot Marketing Free.)
3) Video Platforms
Over half of our customers — 53% — have an online video platform enabled on their websites. We’ve seen from previous research that video is very popular among consumers, and demand for video-based content continues to grow. Video adoption by our customers indicates a recognition of that demand — They’re keeping up with changing content preferences.
The top-used video platform — by wide margin — is YouTube, followed by Vimeo and Wistia. Note: Many websites use multiple tools.
4) Ad Networks and Retargeting