WordPress is the world’s leading content management platform, and it’s easy to understand why: It’s free, easy to use, and offers a large number of ready-made themes to get you off the ground quickly. Moreover, if you want to build something special and unique, there really is no substitute for an open-source platform that you can customize to your unique needs – especially if that platform has an abundance of developers working on it.
HubSpot’s Marketing Automation Platform is a top competitor in the field, and has been highly rated by Forbes, G2 Crowd, and others for small to mid-sized business. With HubSpot, you can easily bring blogging, email marketing, social media, analytics and CRM under a single software platform and an easy-to-use interface. Although it can be a large chunk of my rather tight budget, I’ve found it worthwhile to keep everything in one integrated system because it eliminates integration headaches and the need to manage multiple logins and work in varied interfaces.
HubSpot also provides a content management system. They call it a Content Optimization System (COS) because it allows you to customize the user experience based upon information stored in the contact database. While a very powerful feature, I’ve found this can be challenging for small marketing teams to administer. As a result, I’ve never really felt the pull to move away from the freedom WordPress offers me in developing my website, making content management the one exception to my “single pane of glass” philosophy.
Integrating HubSpot and WordPress
Initially, HubSpot developed a robust plugin to integrate Hubspot with WordPress. Over time, however, they abandoned development of this plugin, focusing instead on developing the COS. As a result, there are a few tools necessary to help accomplish the main integration objectives the HubSpot plugin used to do. Here are the ones I use Integrate HubSpot and WordPress:
- HubSpot Tracking Code for WordPess. The currently available official HubSpot plugin does nothing more than insert the analytics tracking code on your website, but it’s still a quick, easy way to make sure that the tracking code is correctly installed on every page of your website.
- HubSpot for Gravity Forms. Occasionally, I build contact forms with pricing fields and other functions that just aren’t possible with HubSpot forms. As a result, I tend to employ Gravity Forms on WordPress hosted pages. This plugin from BigSea allows you to easily connect Gravity Forms to HubSpot forms, passing not only the form fields, but also all of the applicable analytics data into HubSpot.
- Global Content Blocks. As your blog grows, managing the placement of HubSpot Call-To-Action buttons across hundreds of posts can be a bit of a bear. Global Content Blocks allows you to paste your CTA embed code in a field in WordPress and label it based upon the product, persona and stage of the buyer’s journey that you are targeting. Then you can insert the CTA on posts, pages and sidebars using a short code. If you need to replace your top-of-funnel button placement across a particular product or persona, changing the code in one place takes care of the change site-wide, saving you a ton of time. Content Blocks can also be used for HubSpot form placements or any other content that might be replicated in multiple places throughout your website and need periodic refresh.
To date, I haven’t found new was to replace certain functions of the original HubSpot plugin, such as embedding the HubSpot portal within the WordPress admin interface, or displaying blog publishing and meta data on the HubSpot dashboard. For the most part, however, these were minor conveniences. If you know of any additional tools that help integrate HubSpot and WordPress, I’d love to hear from you! Please post a comment below to contribute.