If you’re running a B2B business, your website is a lead generator, brand spokesperson, and sales champion all rolled into one. So when it comes to picking a content management system (CMS), the decision isn’t just about design – it’s about setting the stage for long-term growth.
WordPress and HubSpot CMS are the go-to options for many B2B companies. However, while both have their strengths, HubSpot is winning over more businesses thanks to its scaling, automation, and personalization capabilities. Read on to explore the differences between HubSpot and WordPress so you can pick the best CMS for your B2B website.
What Is HubSpot CMS?
HubSpot CMS, now called Content Hub, is part of the larger HubSpot ecosystem that includes marketing, sales, service, and CRM tools. The CMS is designed to help B2B companies create, manage, and grow websites that truly connect with your customer journey.
It plugs right into HubSpot's CRM and marketing tools, giving you real-time personalization, smart content, and easy automation – all without needing custom code or constant plugin management. This seamless integration explains why 86% of HubSpot customers used the platform daily in 2024.1
What Is WordPress?
WordPress is an open-source CMS known for its flexibility and library of themes and plugins. It’s a powerful tool for developers, but keeping WordPress running smoothly takes a lot of work, from hosting and security to plugin updates and speed tweaks.
For B2B companies that need a highly customized site and have developers on standby, WordPress can be a great fit. Just keep in mind that it comes with some trade-offs in how easily you can scale, maintain, and use it.
HubSpot CMS vs. WordPress for Your B2B Website
Let's look at how these platforms stack up for B2B websites and what that means for your team.
Ease of Content Management
WordPress offers a familiar content editor and tons of flexibility, but optimizing your website often means adding plugins or calling a developer. HubSpot CMS, on the other hand, comes with a drag-and-drop interface, content staging, and built-in SEO tools without extra software or custom coding.
For busy B2B marketers juggling a million tasks, HubSpot CMS is a clear winner in terms of ease of use when managing content.
AI Features
HubSpot’s latest updates have added even more power to its CMS with AI-powered capabilities like content creation and workflow automation. These make it easier than ever to scale your content without sacrificing quality, which could be why businesses using HubSpot’s AI see a 99% increase in inbound leads after six months.2
WordPress users must piece tools like these together manually through plugins or third-party apps, which can create friction and slow execution.
Security and Maintenance
WordPress sites require manual updates, plugin management, and third-party hosting, which means more upkeep and risk – especially since plugins might have security gaps.
HubSpot CMS includes built-in hosting, security, and monitoring, so you don’t have to think about patches or updates. Everything is managed for you, making it ideal for B2B businesses that don’t want to babysit their site.
SEO Optimization
Getting found on search engines is a top priority for every B2B website, and HubSpot CMS shines here. It offers built-in SEO suggestions, content staging, adaptive testing, and detailed reporting to help marketers make smart moves that boost traffic and leads.
WordPress can optimize SEO as well, but it usually needs plugins like Yoast or All in One SEO. This adds another layer of complexity and might lead to spotty execution, especially if your team isn't packed with SEO experts.
Reporting
35% of marketers say using data to inform marketing efforts became a higher priority in 2024.2 WordPress doesn't come with built-in reporting, so you'll need extra plugins or outside analytics tools to track how your website performs. This split between your website and reporting creates extra steps when trying to understand how your website is performing.
HubSpot CMS gives you comprehensive analytics that link directly with your marketing and sales data. You'll get traffic numbers, conversion rates, lead sources, and revenue tracking, so it’s easier to understand exactly how your website contributes to the bottom line.
CRM Personalization
One of HubSpot CMS’s most powerful benefits is its direct connection to HubSpot CRM. This unlocks personalized content based on user behavior, where they are in your sales cycle, and other data points, which is something WordPress can't do out of the box.
For B2B businesses focused on lead gen and account-based marketing, this level of personalization can completely change your results.
Integrations
WordPress offers tons of plugins and integrations, but each one needs vetting, setup, and ongoing maintenance. If your business uses multiple platforms, you might end up with a messy tech stack that doesn't play well together.
HubSpot CMS connects your B2B website, CRM, email, ads, forms, and reporting so you can track the full customer journey in one place. This makes workflows smoother and cuts down on the technical headaches of managing connections between different tools.
How Does HubSpot CMS Support B2B Growth?
HubSpot CMS isn’t just a website builder – it’s a growth platform. It’s built to work seamlessly across departments, from marketing to sales to customer success, so you can align your entire go-to-market strategy around one central system.
The platform's automation capabilities help teams save time on repetitive tasks. Set up workflows that nurture leads based on specific actions, trigger internal notifications when high-value prospects engage, or automatically personalize content for returning visitors from target accounts.
HubSpot CMS also provides unprecedented visibility into what's working. You can track which pages generate the most qualified leads, which content drives actual revenue (not just traffic), and which customer segments convert best, all in one dashboard. These insights help eliminate guesswork from your marketing strategy so you can focus on growth.
Why Work With a HubSpot Website Agency?
While HubSpot CMS is user-friendly, getting the most out of it takes strategy, technical know-how, and platform experience. That's where a HubSpot website agency comes in.
A certified HubSpot partner can help you:
- Design and build a B2B website that actually converts visitors
- Optimize for search, speed, and accessibility
- Personalize customer experiences using CRM data
- Launch lead gen campaigns connected directly to your sales pipeline
- Train your team on HubSpot tools and dashboards
Whether you’re migrating from WordPress or building a new site from scratch, a HubSpot agency can give you a smoother process and better results.
At Mojenta, we help B2B tech companies build websites that do more than look good – they generate leads, align with your sales strategy, and scale as you grow. As a certified HubSpot Platinum partner, we can create a website that fuels your growth and fine-tune your HubSpot setup for maximum impact.
Ready to level up your lead gen? Explore our website services or contact us to learn more about how we can help you get the most out of HubSpot CMS.
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