Insights: HubSpot, AI & LinkedIn

HubSpot Marketing Hub: what is included and how to get started

Written by Emelie | Oct 15, 2026, 6:59:59 AM

Marketing Hub is HubSpot's marketing tool and the part of the platform HubSpot was originally built around. Today it is much more than email and landing pages. Here we go through what is included and how to get started so your marketing is actually connected to deals.

In short: HubSpot Marketing Hub includes email, forms, landing pages, marketing automation, ad management, social media, campaigns, SEO and AEO, plus reports and attribution. Everything is built on the same CRM that sales uses. Professional is the tier where automation, attribution and AI agents such as Campaign Agent and Nurture Agent really take off.

New pricing model: Since October 2026, Marketing Hub is no longer sold as a separate product to new customers in Europe. The marketing features are included in the edition you choose (Starter, Professional or Enterprise), and you pay per seat. Existing customers keep their Marketing Hub subscriptions for now.

What is included in Marketing Hub?

  • Email with a drag and drop editor, personalization and A/B tests.
  • Forms and landing pages to capture leads.
  • Marketing automation with workflows, lead scoring and nurturing.
  • Ads on LinkedIn, Google and Meta, with audiences from the CRM.
  • Social media with publishing and follow up.
  • Campaigns that gather all assets and results.
  • SEO and AEO for visibility in both search and AI answers.
  • Reports and attribution from first click to deal.
  • AI agents such as Content Agent, Campaign Agent and Nurture Agent.

How are the marketing features priced?

Since October 2026, Marketing Hub is no longer sold separately to new customers in Europe. You choose one edition for the whole platform and pay per seat, and the marketing features are included. Large volumes of email sends can require add-on packs. Existing customers keep their model, where price is mainly driven by the number of marketing contacts, so keep the database clean and set contacts who should not receive marketing as non marketing contacts. See how much HubSpot costs.

Starter, Professional or Enterprise?

Starter is enough for newsletters, forms and simple automation. Professional is the tier for B2B companies that want to truly automate, personalize and measure, with workflows, lead scoring, smart content, ABM and attribution. Enterprise suits organizations with several brands, markets or advanced requirements for permissions and reporting.

How to get started in five steps

  1. Define your lifecycle stages and what makes a lead ready for sales. Read Lifecycle Stages in HubSpot.
  2. Fill in Context Home with ICP, personas and tone of voice so the AI features understand you.
  3. Build an offer that captures leads, such as a guide, a webinar or a demo.
  4. Set up a first nurture flow for new leads.
  5. Connect your ad accounts and measure campaigns on deals, not clicks.

Common mistakes

  • Sending the same newsletter to everyone instead of segmenting.
  • Measuring open rate instead of impact on pipeline.
  • Paying for contacts and sends that never deliver anything.
  • Building lots of workflows before the underlying data is in place.

Frequently asked questions about HubSpot Marketing Hub

What is HubSpot Marketing Hub?

Marketing Hub is HubSpot's marketing software with email, forms, landing pages, automation, ads, social media, campaigns and reporting, built on the same CRM that sales uses.

What is a marketing contact?

A marketing contact is a contact that can receive marketing emails or be included in ad audiences. On older hub-based subscriptions, the number of marketing contacts drives the price.

Which edition do we need for marketing?

Starter is enough for newsletters and simple forms. For automation, lead scoring, personalization and attribution you need Professional.

Can you run LinkedIn ads from Marketing Hub?

Yes. You can connect LinkedIn Ads, sync leads from Lead Gen Forms, use HubSpot lists as audiences and follow up which ads create deals.

Does Marketing Hub replace our email tool?

Yes, for most. Marketing Hub replaces separate tools for newsletters, forms and landing pages, with the advantage that everything is connected to the CRM.

Summary

Marketing Hub is most valuable when marketing is connected to sales and deals. Start with clear lifecycle stages, a good offer and a first nurture flow, and build from there.

Want to get more out of Marketing Hub? Get in touch with LeadLabs and we will go through your portal.

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