Rebecca Gonzalez
Ever bought a fancy new car, drove it off the lot, parked it in your garage, and then just... never drove it again? Of course not. That would be absurd. Yet, this is exactly what happens with alarming frequency when companies purchase HubSpot Marketing and then fail to properly implement and utilize it.
As the CEO of Orange Marketing, I've witnessed this tragedy unfold more times than I care to count. I call it "Failure to Launch," and it's the silent killer of marketing ROI.
The Diagnosis
Picture this: Your company invests thousands (sometimes tens of thousands) in HubSpot. Everyone's excited. This is the solution that's going to transform your marketing efforts! Fast forward a year later, and what do you have? A glorified email sender that nobody quite knows how to use properly. Your team logs in occasionally, sends a newsletter maybe, and then wonders why this expensive platform isn't magically generating leads.
Meanwhile, the powerful automation features, content tools, and analytics capabilities lie dormant, collecting digital dust. Your executives start questioning the investment, and HubSpot becomes the scapegoat when the real problem was the implementation approach all along.
Why Your HubSpot Implementation Is Failing
1. No Marketing Team, No Success
You bought marketing software... but who exactly is running your marketing? I've seen companies invest in HubSpot without having a dedicated marketing person who will actually use the system. It's like having a sports car with no driver. Who's going to create the content? Who's going to build the workflows? Who's going to analyze the data?
Without someone with "skin in the game" who is responsible for using the tool, your HubSpot instance becomes an expensive, abandoned project.
2. The Dangerous DIY Approach
"We'll figure it out ourselves" are the last words of many failed HubSpot implementations. HubSpot's self-service onboarding is the surest path to failure. Everything depends on you, with no external accountability or expertise pushing you forward. It's like trying to learn a complex skill with no teacher – technically possible, but inefficient and likely to create bad habits that are hard to break.
3. Undersold and Overwhelmed
"It's just a quick setup" might be the biggest lie in the software world. Many companies are sold on minimal onboarding packages that barely scratch the surface of their actual needs. Your use case is probably more complex than it seems, and that bargain basement onboarding package isn't going to cut it. By the time you realize this, you're already drowning in complexity with no lifeline in sight.
4. Half the Tools, Half the Results
You bought Marketing Hub, but skipped Content Hub Pro. Congratulations! You've just set yourself up for mediocrity. The truly mind-blowing features and marketing automation capabilities are hidden behind Content Pro, but you were convinced to save a few bucks. Now you're stuck with basic functionality and wondering why this "powerful platform" feels so... underwhelming.
The Recovery Plan
1. Put Someone at the Wheel
Ensure you have a dedicated marketing person who will take ownership of HubSpot. They need to be involved in the onboarding process, training, and day-to-day operations. No marketing person? Consider bringing in a fractional CMO or marketing manager before investing in HubSpot.
2. Get the Full Package
If you're investing in Marketing Hub, don't skimp on Content Pro. Those "nice to have" features you're dismissing are actually the core value drivers that will make the difference between success and abandonment.
3. Partner for Success
Work with a qualified HubSpot partner that will train and turn over. Look for partners who insist that you touch the keyboard during training sessions, not those who merely talk at you for hours. You need to learn by doing, not by watching.
4. Scope Before You Buy
Insist that your onboarding partner spends time (at least an hour or two) scoping out your use case before providing a quote. Go into the process with eyes wide open about what you're really doing in your marketing environment, your data inputs, how leads get delivered to sales, and what your goals are.
5. Phase Your Implementation
Rome wasn't built in a day, and neither should your HubSpot instance. Start with the core functionality you need immediately, get some wins, and then expand. A phased approach reduces overwhelm and increases adoption.
The Prognosis
I've seen too many companies invest in HubSpot only to abandon it a year later because they "didn't get their money's worth." The platform isn't to blame – the implementation approach is.
The truth is painful but necessary: If you're not willing to invest in proper onboarding, training, and staffing to support your HubSpot implementation, you might as well flush your budget down the drain. It would be less frustrating and achieve roughly the same results.
Don't become another failed implementation statistic I share as a cautionary tale. Launch properly, or don't launch at all.
Is your HubSpot implementation on life support? Need emergency intervention? Contact Orange Marketing for a complete recovery plan.
