I scraped 20K companies that used a HubSpot agency

Last Updated: April 5, 2026

Most HubSpot agencies target everyone. But surely, not every company is a good fit, right? To find out, I decided to look at hard data to see what type of companies are most likely to hire a HubSpot agency, and what they’re looking for in an agency.

To do that, I decided to scrape every review published on the HubSpot Partners Directory, and cross-referenced each reviewer with the company they worked for, pulling in their technology stack, sector, size, and country (all taken from their LinkedIn profiles). Note: This is all PUBLIC data available by the way.

In total, I was able to analyze close to 20K confirmed HubSpot agency customers. And found there are clear patterns in company size, sector, and geography, which HubSpot products they’re more likely to use, and which markets are growing fastest.

I also analyzed the actual reviews, and how certain topics/keywords appearing in reviews have increased or decreased in frequency over the past five years . And it turns out the change in language tells an interesting story about what services HubSpot customers are increasingly looking for.

Here’s all the data I was able to gather:

1. What do clients care about when hiring a HubSpot agency – and how has that changed?

To find out what clients are caring about more or less over time, I looked at how often specific keywords appear in reviews each year, as a percentage of all reviews, from 2020 to 2025.

The decline of certain words is pretty dramatic. In 2020, nearly 12% of all reviews mentioned “inbound.” By 2025 that had dropped to 1.3%. “Strategy” fell from 8.7% to 2.4%. “Content” from 7% to 2.3%. “SEO” from 3.1% to 0.8%. “Lead generation” from 2% to 0.4%.

These were the words that defined what agencies were hired to do five years ago. They are barely mentioned now.

What words are appearing more often now?

“CRM” now appears in nearly 15% of all reviews, almost a 2x increase. “Onboarding” went from 2.2% to 9.7%. “Workflow” more than doubled. “Integration”, “automation”, “reporting”, “pipeline” and “dashboard” are all up significantly.

Clients used to hire agencies to run their marketing. Now they hire agencies to build and operate their tech stack.

There are a few ways to interpret this. The most obvious is that HubSpot itself has gotten more complex. The platform has expanded significantly since 2020, adding more sophisticated automation (especially with the launch of Hubspot Breeze), deeper CRM functionality and a growing list of integrations. There is simply more to set up and maintain than there used to be.

But there is probably something bigger going on too. Marketing teams have gotten more technical. The rise of RevOps as a function means someone inside the company is now owning the CRM, the pipeline, the reporting. They do not need an agency to run campaigns. They need an agency to build the infrastructure those campaigns run on, and to connect HubSpot to the rest of their stack.

It is also possible that the easy marketing wins from inbound and content have gotten harder to come by. SEO is more competitive, content is more commoditized, paid is more expensive. Companies that used to hire an agency to grow through content are now focusing on getting more out of the leads they already have, which means better CRM hygiene, better workflows, better reporting. That is a different kind of agency engagement entirely.

Whatever the cause, the implication for agency owners is the same. Technical depth is becoming a more important differentiator than marketing expertise.

A few specific signals worth calling out. “Onboarding” went from 2.2% of reviews in 2020 to 9.7% in 2025, the single biggest jump of any keyword in the dataset. Part of this is structural. HubSpot now requires new customers at Professional and Enterprise tiers to purchase onboarding, and many fulfil that through a partner agency rather than directly with HubSpot. The wave of companies migrating from Salesforce and other legacy CRMs is another driver. Both create a steady pipeline of onboarding engagements that simply did not exist at this scale five years ago.

“Proactive” went from 1.3% to 3.8% and accelerated hard in 2024 and 2025 – clients are increasingly expecting agencies to lead engagements, not just respond to briefs. “Revops” was essentially zero in 2020 and is now a real category. “Sequence” and “lead scoring” are both emerging as specific deliverables that barely existed in agency work five years ago.

If you are still positioning your agency around inbound, content strategy or SEO, this data suggests the market has moved on. The agencies winning today are the ones that can implement, integrate and automate.

2. Which types of HubSpot agencies are winning – and which are losing ground?

A quick caveat first. I’m using review volume as a proxy for agency growth and popularity. That is imperfect, of course. An agency that actively asks for reviews will naturally look better than one that does not. But the pattern below is consistent enough across enough different agencies that it seems like a genuine signal.

The chart below shows the most reviewed agencies in 2024 and 2025 combined. The color indicates whether the agency is positioned around RevOps and technical implementation (dark blue) or traditional inbound marketing (light blue).

But volume only tells part of the story. The chart below compares review volume in 2022/23 vs 2024/25 for the same agencies, showing which ones actually grew and by how much.

Every single agency that added significant review volume is a RevOps or technical implementation specialist. The traditional agencies are flat or declining. Bluleadz lost 78 reviews between the two periods. SmartBug and Avidly are essentially unchanged.

This mirrors exactly what I found in the keyword analysis earlier in this post. The market has shifted from marketing strategy to technical implementation, and the agencies that positioned around that shift early are the ones growing now.

You can see it in the actual reviews.

“We brought OTF in to migrate us from Salesforce to HubSpot. Maria and Juan Pablo were excellent throughout. They were responsive, methodical, and genuinely invested in getting the system set up right rather than just getting it set up fast.” — On The Fuze client

“They helped us build customized HubSpot properties and systems that truly fit our needs. We implemented new deal pipelines, developed new quote templates, created custom deal properties, and built workflows and automations that significantly improved our processes.” — On The Fuze client

“Elefante has been an exceptional RevOps partner for us. Operating across a complex Salesforce and HubSpot ecosystem, they helped us build and scale new capabilities from Clay workflows to AI-driven automations.” — Elefante RevOps client

There also seems to be a structural cost story here. Several of the fastest growing agencies appear to run with offshore delivery teams.

On The Fuze is headquartered in Bogotá, Colombia. Cetdigit and The Operations Company have a lot of team members based in Latin America, based on their LinkedIn profiles. And INSIDEA , another fast growing agency is based in India.

My theory (and it’s only just a theory) is that they can offer competitive pricing while maintaining quality. Clients consistently rate them highly despite the offshore model. That is a structural cost advantage that is hard for a fully US-staffed agency to compete with on price.

To summarize, the agencies winning right now are technical, RevOps-oriented, often offshore-staffed, and focused on Salesforce migrations and CRM implementation. That is a very different profile from the inbound marketing agency that dominated this space five years ago.

3. What do clients complain the most about in negative Hubspot agency reviews?

The next thing I analyzed was the common themes/topics mentioned in negative reviews. I used the Anthropic API to help with this.

The top theme by a wide margin is missed deadlines and delays. It appears in 85% of negative reviews. Projects scoped at 4 weeks drag to 4 months. Migrations estimated at 10 weeks stretch to 18. Almost every bad review mentions time.

Communication breakdown comes second at 75%. Not just slow responses but radio silence for weeks, no proactive updates, and clients having to chase basic deliverables. A recurring pattern is agencies going dark after the contract is signed and money is paid.

Poor project management at 70% is closely related. Clients describe disorganized handoffs, junior staff assigned to complex projects, and no one taking ownership when things go wrong.

Lack of technical expertise at 60% is particularly interesting given that these are agencies marketing themselves as HubSpot specialists. Broken workflows, failed migrations, and setups that had to be rebuilt from scratch are common complaints.

The takeaway for agency owners is that the bar for standing out is not actually that high. The complaints in negative reviews are not about strategy or creativity. They are about the basics. Show up on time. Communicate proactively. Staff projects properly. Do what you said you would do. Most of the agencies losing clients are not losing them because of a better competitor. They are losing them because of entirely avoidable operational failures.

4. What is the typical company size of companies who use Hubspot agencies?

Who hires HubSpot agencies, by company size

% of 19,912 confirmed HubSpot agency customers

Source: Bloomberry.com

The next thing I decided to analyze was the typical company size of companies that paid for a Hubspot agency.

It turns out that 53% of all HubSpot agency customers have fewer than 200 employees. The 11 to 50 band alone accounts for nearly a third of the entire market – more than all other segments combined.

This makes sense when you think about it. A company with 11 to 50 people has outgrown the “one person doing everything in spreadsheets” phase. They have a marketing budget, they just bought HubSpot, and they have no idea how to set it up properly. They’re also not big enough to hire a full marketing ops team.

The 2 to 10 segment is worth noting too – about 13% of the total. These are early stage businesses that just bought HubSpot and need someone to set it up fast. They probably have a small budget and high urgency.

By the time a company hits 500 employees, that window has effectively closed shut. They have internal resources, a RevOps hire, maybe a dedicated HubSpot admin. Very few companies past this stage hire an agency.

Funding stage tells the same story from a different angle. Series A and B companies are 4.3x and 4.7x more likely to hire a HubSpot agency than the average HubSpot user. These companies have just raised, they have a mandate to grow, and they do not yet have a full marketing team in place.

Pre-seed companies barely register at 1.1x. The budget is not there yet. Post-IPO companies are also low – by that point they have built out their internal teams. The window is firmly Series A to C.

5. What industries are the most (and least) likely to hire a Hubspot agency?

Software Development companies are 2.5x more likely to hire a HubSpot agency than the average HubSpot user. That is not surprising – software companies have the budget, they move fast, and they take marketing seriously.

What is more interesting is what sits just below software. Biotechnology, Machinery Manufacturing, and Medical Equipment all come in above 1.9x more likely than the average Hubspot customer. These are not obvious sectors. When companies in these industries buy HubSpot, they almost always need outside help to make it work.

The least likely chart tells an equally useful story. Government, Retail, Food and Beverage, and Legal Services barely register. If you’re advertising in Linkedin, and have a way to filter them these industries, it wouldn’t be a bad idea to do because so few of them convert.

Marketing Services at 0.19x is somewhat of an amusing stat. These are marketing companies that use HubSpot. They probably are competing with other agencies. Obviously, do not pitch them! Though the handful that do actually hire a Hubspot agency probably need to be name-shamed 🙂

6. What countries are the most (and least) likely to hire a Hubspot agency?

Israel is by far the standout. Nearly one in five (!) HubSpot users there also uses an agency – 4.2x more likely than the average HubSpot user globally. Israel has a dense, fast-moving B2B tech scene, companies are well funded, and the local agency ecosystem has not kept pace with demand.

The Netherlands, Finland and Norway all sit above 2.4x. These are small markets but sophisticated buyers with real budgets. HubSpot has been growing fast across the Nordics and Benelux, but the number of specialist agencies serving those markets is still thin.

Australia and Canada both come in at 2.2x to 2.4x. English-speaking, easy to work with remotely, and clearly underserved relative to demand.

The US sits at 2.2x – still well above average, and obviously the largest market in absolute terms with 6,994 agency customers. But the agency market there is also the most competitive. The countries above it on this list are less saturated.

France and Germany, despite being HubSpot’s two largest European markets, sit at the bottom of this list at 1.5x and 1.6x. Both have large HubSpot user bases but companies there seem more likely to go it alone or use local generalist agencies rather than specialist HubSpot partners.

7. What are the fastest growing markets (country)?

For this one I looked at the volume of Hubspot agency reviews coming from companies in each country, per year, from 2020 to 2025.

To compare countries fairly I used CAGR (compound annual growth rate). CAGR is just a way of expressing average yearly growth as a single number. If a country had 10 reviews in 2020 and 100 in 2025, it grew 10x over 5 years, which works out to roughly 58% per year. Think of it like a speedometer.

The US is still the biggest market by a distance. 1,894 reviews in 2025, up from just 234 in 2020. But when you look at growth rate rather than raw volume, the more interesting stories are elsewhere.

Singapore leads at 94.7%, though from a small base. What is notable is the growth has been consistent. It did not just spike once, it has compounded steadily since 2021. For a market that already over-indexes heavily for agency adoption, that is a meaningful signal.

France and Poland are the two biggest surprises. France at 67.6% is growing nearly as fast as Singapore but from a much larger base, 238 reviews in 2025. HubSpot has been pushing hard into the French market and the agency ecosystem is clearly following. Poland at 69.6% is similar, small but accelerating consistently since 2020.

Sweden at 60.8% and Australia at 57.8% round out the fast growers. Both are markets I already flagged as high agency adoption, so they are not just big, they are getting bigger.

The UK and Germany are steady rather than spectacular, both in the 40-45% range, which is solid for markets that are already well established.

Canada is the slowest of the English-speaking markets at 33.4%, and 2025 actually saw a slight dip.

8. What are the fastest growing sectors?

Next, I looked at how the volume of reviews from each sector has grown year over year from 2020 to 2025, and calculated the CAGR for sectors with at least 100 reviews in 2025 to filter out small bases.

Hospitals and Health Care leads at 70.6% per year. Companies in this sector posted just 7 reviews in 2020 but reached 101 by 2025. Healthcare companies are adopting HubSpot faster than almost any other sector and they consistently need agency help to do it. Very few agencies specialize here, which makes it one of the more interesting niches in this entire dataset.

Construction at 62.2% and Financial Services at 59.2% are also growing fast from meaningful bases. Construction in particular is a sector most agencies would not think to target, but the numbers have been consistent and accelerating since 2021.

At the other end, Software Development and IT Services are the slowest growers despite being the biggest sectors in absolute volume. The agency market there is definitely maturing.

9. What Hubspot products/features are agency customers most likely to use?

Content Hub has the highest agency dependency rate of any HubSpot product. One in eight Content Hub users also uses a HubSpot agency. It is a complex product – websites, landing pages, CMS configuration – and most companies that buy it quickly realize they need specialist help to get value from it.

Service Hub is second at 10.2%. Companies buying Service Hub are usually trying to consolidate their support and ticketing into HubSpot. That is a serious implementation project and it almost always needs outside expertise.

Marketing Hub sits at 8.2% – last on this list but still the backbone of the agency market in absolute numbers. 8,856 of the 19,912 agency customers have it. It is what most agencies are actually hired to implement and run.

The practical takeaway is that Content Hub and Service Hub users are your highest-conversion prospects. They have bought a complex product, they know they need help, and the data shows they hire agencies at a higher rate than anyone else.

10. What non Hubspot products/features are agency customers most likely to use?

If you do any outbound prospecting, this chart is probably the most actionable thing in this entire post.

ZoomInfo stands out at 5.5% – more than any other tool on this list. ZoomInfo is not cheap and nobody accidentally buys it. Companies that have it are running serious B2B demand gen, they have a real sales and marketing budget, and they are the kind of operation that invests in outside help.

LinkedIn Ads at 3.3% is second. Again, not a cheap or casual purchase. A company running LinkedIn Ads is B2B, growth-focused, and already spending money on paid demand gen. They are a natural fit for a HubSpot agency.

Wistia at 2.7% and HotJar at 2.6% point to companies that are serious about content and conversion respectively. Companies that have them are invested in making their marketing actually work.

At the bottom, Facebook Ads, Google Tag Manager and Google Analytics are basically noise. They are so widespread that having them tells you almost nothing about whether a company will hire an agency.

The practical application here is straightforward. If you have access to technographic data (Hint: Bloomberry can help 🙂 — filtering your prospect list for ZoomInfo and LinkedIn Ads will give you a significantly higher quality pool than targeting HubSpot users broadly.

Conclusion & Key Takeways

If you are thinking about how to position your agency, look at where the growth is coming from. The agencies winning right now are not selling inbound or content strategy. They are selling technical implementation, CRM migrations and RevOps. The ones growing fastest are doing it with offshore teams that can compete on price without sacrificing quality. That is the playbook that is working in 2025, whether you like it or not.

Most of the other data points I found here is not specific to HubSpot. The ICP signals, the sector patterns, the funding stage sweet spot, the country growth trends – a lot of this probably applies to any B2B marketing or sales agency, regardless of the tools you sell.

Companies with 11 to 200 employees at Series A or B, in software, financial services or healthcare, running LinkedIn Ads and ZoomInfo are just good agency clients. Based in the US, UK, Netherlands, Nordics, or Australia. Though Israel, Singapore, France and Poland are growing fast and remain underserved.

If you are thinking about a niche, Hospitals and Health Care, Construction and Financial Services are the three fastest growing sectors with meaningful volume.

And if you are spending time pitching enterprise companies, government, retail or food and beverage, the data suggests you are making life harder than it needs to be.. so please, stop 🙂

Hopefully for you HubSpot agency owners, this data gives you a clearer picture of where to focus. PS. If you’re looking for a real-time data on companies that just signed up for Hubspot, Bloomberry offers a real-time database with companies that just recently started using Hubspot 🙂

And if you’re interested in the CSV of all the Hubspot agency reviews, I made it available for download for free in Github. I just ask that you share this post on LinkedIn in exchange 🙂

A note on methodology

The firmographic data in this analysis (sector, company size, funding stage, country) comes from LinkedIn company profiles. That means I could only include companies that have a LinkedIn presence, which introduces some bias.

Smaller and older companies are less likely to have a LinkedIn profile. Companies in certain regions, particularly emerging markets, are also underrepresented on LinkedIn relative to their actual size. And some sectors, like government and non-profits, tend to have patchier LinkedIn coverage than others.

So take the absolute numbers with a small pinch of salt. The directional findings, which sectors over-index, which funding stages dominate, which countries are growing fastest, should hold up. But if a sector or country is missing or looks smaller than you would expect, it may simply be that companies there are less likely to have a LinkedIn profile rather than less likely to use a HubSpot agency.