Terms like "strategy" and "tactics" often appear interchangeably. Yet, they hold very different meanings in driving business outcomes. For tools like HubSpot, differentiating these concepts is crucial. But do they clearly distinguish between the two?

What's the Difference?

Strategy refers to the overarching plan designed to achieve long-term objectives. It’s the “why” behind actions, focusing on goals, vision, and competitive positioning. A strategy defines what a company aims to accomplish and how it differentiates itself in the marketplace. Tactics, on the other hand, are the specific actions taken to execute the strategy. They are the “how” and “what” of a plan, representing the immediate steps needed to meet short-term goals that, cumulatively, advance the strategic mission.

How About HubSpot?

It's important for users to remember that HubSpot is an ecosystem of tools, and tools are most closely tied to tactics. But tools are one step removed from strategy, and another step further removed from goals. Therefore it's no surprise that HubSpot is strongest on tools, strong on tactics, less strong on strategy, and weakest on goals.

This is quite fitting, as businesses already know their goals and usually have conceived a strategy for achieving them. They just want the tools with which they can perform the tactics necessary to realize that strategy. And HubSpot is great for that.

But for users in need of more strategic support, HubSpot alone may not be enough, unless the business wants to adopt a puritanically inbound marketing strategy...

Inbound Brilliance

In 2011 HubSpot made a key contribution to modern marketing — the inbound methodology. This strategy centered on attracting customers through valuable content and experiences rather than interruptive ads.

Inbound is undoubtedly strategic; it encourages companies to build long-term relationships, foster trust, and position themselves as authorities in their industries. However, despite the fact that HubSpot has made itself famous for offering users a strategic inbound framework, in practice many users find themselves inundated with tactical guidance - not strategic guidance.

Potentially Misleading?

HubSpot is great as educating its users on how to optimize a blog post for search, how to set up automated email workflows, or how to run social media campaigns using it's plethora of tools. While these actions are essential, they are tactics, not strategies. This can be frustrating for many. Especially when HubSpot titles it's content with the keyword 'strategy,' which might mislead some.

This approach may cause users to acquire lots of tactical expertise, believing they are developing strategy. But this is a mistake. Strategy and tactics are not the same. As a result, companies using HubSpot might develop exceptional content, effective ad campaigns, and time-saving automated processes, but they risk missing out on a cohesive strategy that ensures these efforts align with their goals.

In Their Defence

HubSpot has responded to this by developing educational content around creating buyer personas, setting goals, and measuring success—elements that are strategic but do not cover every aspect of a comprehensive strategy.

HubSpot has indeed made strides to clarify the difference between strategy and tactics, but it’s essential for users to approach the platform with a clear understanding of their own strategic vision. HubSpot’s tools are powerful, yet they are not a substitute for strategic planning. The platform enables effective execution, but it’s up to users to define and refine their overarching goals and ensure that their tactics serve the bigger picture.

The Verdict

HubSpot does recognize the difference between strategy and tactics, though its platform definitely tends to emphasize the latter, and they're guilty of conflating the two at times. Recently, they've started to offer more strategic support, but they have a long way to go before this matches their tactical support.

HubSpot provides a robust tactical toolkit; it’s up to businesses to wield it strategically.

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Still struggling with strategy? As experts at implementing strategies in HubSpot, and marrying those strategies to the tactical excellence of its tools, vBase Digital are here to help you. To achieve strategic certainty, contact us today. 

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