If you’ve worked with HubSpot—or any CRM, for that matter—you’ve likely encountered the HubSpot Adoption Gap. It’s the space between buying HubSpot and using it effectively to drive growth. Here at Real Inbound, we’ve seen it time and again: businesses that invest in HubSpot but fail to get the value they expect because they never truly adopt it.
So, why does this happen? It often comes down to the way adoption is taught. Many HubSpot partners focus on generic frameworks, books, webinars, and courses. While these resources are useful, they fail to deliver lasting results. Why? Because one size does not fit all.
In this article, we’re going to break down what we’ve learned about closing the HubSpot Adoption Gap. We’ll explore why traditional teaching methods fall short and offer practical strategies you can use to ensure full adoption across your business.
Why Traditional HubSpot Adoption Methods Don’t Work
Let’s get one thing straight: it’s not that frameworks, courses, and webinars are bad. They’re great resources for introducing concepts. The problem is that they don’t go deep enough. Most companies and HubSpot partners stop at delivering the information and expect that to be enough.
The reality is different. Your clients might sit through a training session, nod along, take some notes, and even say they understand. But as soon as you leave, they forget 90% of what you’ve just taught them. The reason? Adoption isn’t about memorising information—it’s about learning by doing.
This is the key reason traditional methods fail. You can’t simply throw information at your clients and expect them to change their processes overnight. If you want them to fully adopt HubSpot, you need to teach them how to integrate it into their daily work in a way that makes sense for their business.
The “Teach Them to Do It Themselves” Approach
Here’s the truth: if you try to force your methodologies onto your clients, they won’t stick. What works for your business might not work for theirs. You need to show them how to make HubSpot work for their unique needs.
The best way to do this is by teaching them to adopt HubSpot in a way that fits their workflow, culture, and objectives. Don’t just hand them a step-by-step guide—get involved, break it down, and help them learn by doing. This is the only way they’ll truly adopt HubSpot and use it effectively in the long term.
7 Sound Teaching Strategies for Closing the HubSpot Adoption Gap
So, how do you teach your clients to adopt HubSpot for themselves? At Real Inbound, we use several key strategies, and they’ve been proven to work. Let’s break them down.
Adoption doesn’t happen in one training session. It takes repetition. Your clients need to practice using HubSpot regularly, tackling real-world tasks and problems. The more they do, the more comfortable they’ll become.
Practical Example:
Set up weekly or bi-weekly training sessions where you guide your clients through a specific task in HubSpot. This could be something like setting up an email campaign, creating workflows, or pulling reports. Have them do it with you, and then again on their own. Repetition will help them gain confidence.
Why It Works:
Repetition creates muscle memory. When your clients consistently use HubSpot for their day-to-day operations, they’ll start to see it as an essential tool, not just another piece of software they have to learn.
HubSpot is powerful, but it can be overwhelming, especially for teams who aren’t used to using advanced software. One of the best ways to get people onboard is to break it down into manageable parts. Don’t try to teach everything at once.
Practical Example:
Instead of introducing your clients to the entire platform on Day 1, start with one key function that will have an immediate impact—like automating follow-up emails or creating a lead-scoring system. Once they’ve mastered that, move on to more complex features.
Why It Works:
Breaking down complex concepts into smaller, manageable tasks prevents overwhelm. It also helps clients see tangible results early on, which motivates them to keep learning and adopting.
Learning doesn’t happen in isolation. It happens when you have someone guiding you through the process. You or someone on your team should act as a mentor to your clients as they navigate the HubSpot adoption journey.
Practical Example:
Assign an internal HubSpot “champion” to each of your clients. This person can be their go-to resource for questions, guidance, and support. They can provide regular check-ins to ensure the team is using HubSpot correctly and getting the most out of it.
Why It Works:
A mentor provides accountability. It’s easier for clients to stick with HubSpot when they know someone is available to answer questions and offer advice. It also ensures that they’re using the platform the right way from the start.
Not everyone learns the same way. Some people need hands-on training, while others prefer to read a guide or watch a video. To ensure adoption, you need to provide multiple resources that cater to different learning styles.
Practical Example:
Offer a combination of training options, including:
Why It Works:
By offering multiple resources, you ensure that everyone on your client’s team can learn in a way that works for them. This leads to better retention and more widespread adoption.
It’s one thing to know how to use HubSpot; it’s another to know how to apply it to your specific business problems. Help your clients apply what they’ve learned by putting their knowledge into practice.
Practical Example:
After each training session, give your clients a real-world challenge to solve using HubSpot. For example, if you’ve just taught them how to set up workflows, challenge them to create a workflow that automates a common task in their business, like sending a follow-up email to leads.
Why It Works:
When clients apply what they’ve learned to solve real problems, they see the value of HubSpot firsthand. This not only reinforces the learning but also encourages them to continue using the platform.
HubSpot is constantly evolving, and so should your clients’ knowledge of the platform. Encourage them to stay curious and explore new features, integrations, and strategies that can help them get more out of the system.
Practical Example:
Set up a regular “HubSpot discovery session” where you explore new features or share tips and tricks for improving efficiency. Encourage your clients to experiment with new tools and think creatively about how they can use HubSpot to achieve their goals.
Why It Works:
A mindset of continuous learning ensures that your clients don’t stagnate. They’ll keep finding new ways to use HubSpot, which will increase adoption over time and help them stay ahead of the curve.
One of the best ways to reinforce learning is to teach someone else. When your clients explain what they’ve learned to a colleague, they have to think critically about the material and break it down into simple terms.
Practical Example:
Encourage your clients to train others on their team. For example, if one person has mastered setting up email sequences, have them teach the rest of the team. This not only reinforces their own knowledge but also helps spread HubSpot expertise throughout the company.
Why It Works:
Teaching requires a deep understanding of the material. When your clients teach others how to use HubSpot, they’re solidifying their own knowledge and becoming internal champions for the platform.
Closing the HubSpot Adoption Gap: It’s About More Than Training
At Real Inbound, we know that teaching adoption is about more than just delivering a training session. It’s about embedding HubSpot into the DNA of your clients’ business. It’s about helping them change the way they work, so HubSpot becomes a natural part of their processes, not just another tool they use occasionally.
Optimise Processes and Clean Data
Another key part of adoption is helping your clients optimise their processes and clean up their data. Even the best tools can’t work if the underlying systems and data are a mess. HubSpot is no different.
Creating a Management Control System (MCS)
Finally, you need to help your clients build a Management Control System (MCS). This system allows them to track performance, measure progress, and make informed decisions based on the data HubSpot provides.
By creating an MCS, you give your clients the tools they need to take control of their business. They’ll be able to monitor their key metrics, adjust their strategy as needed, and stay on track to achieve their goals.
Conclusion: The Key to Closing the HubSpot Adoption Gap
The HubSpot Adoption Gap isn’t just about learning how to use the platform—it’s about changing the way your clients work. By teaching them to adopt HubSpot in a way that fits their business, helping them optimise their processes, and providing ongoing support, you can close the gap and ensure long-term success.
At Real Inbound, we’ve seen this approach work time and again. It’s not about pushing a one-size-fits-all methodology; it’s about guiding your clients to build their own strategies and adopt HubSpot in a way that works for them.
Ready to Close the HubSpot Adoption Gap?
If you’re ready to unlock the full potential of HubSpot and close the adoption gap, we’re here to help. Our HubSpot Adoption Gap Framework email series provides practical, hands-on strategies for ensuring successful adoption across your business.
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