Marketing Hub recognized as a Leader for the sixth consecutive year
AI is changing how marketers work and how buyers research and purchase solutions. HubSpot has always prided itself on providing customers with easy to use tools in Marketing Hub to help them navigate the changing landscape, and we’re proud to have been named a Leader in the 2026 Gartner Magic Quadrant for B2B Marketing Automation Platforms for the sixth consecutive year.*
This recognition follows a year of continued investment in Marketing Hub, including the launch of HubSpot AEO to help marketers understand and improve their visibility in AI answer engines; Marketing Studio to help marketers build and nurture demand in one place; new ways to activate customer and business context across channels; and a more open ecosystem that lets agents work with HubSpot through MCP, APIs, and connectors with all four leading frontier models.
“Marketers are being asked to do more with AI while keeping their brand consistent and their customers at the center. Being named a Leader for the sixth year in a row tells us that Marketing Hub is helping teams do exactly that,” said Angela DeFranco, VP of Product at HubSpot. “From helping marketers understand how they show up in AI answers to helping teams turn insights into campaigns, we’re building the platform marketers need for how buying actually works today.”
Innovation in Marketing Hub
Over the past year, HubSpot has expanded Marketing Hub’s AI capabilities on the foundation of Growth Context, the dynamic understanding of a company, its customers and its team that helps AI deliver more relevant actions.
Specific updates include:
- New and expanded agents, including Campaign Agent for building a full campaign strategy including messaging, channels and automations, Content Agent for drafting brand-relevant content, and Nurture Agent to personalize outreach based on context.
- HubSpot AEO which helps marketers track AI visibility and turn CRM-informed insights into action.
- Agent Builder, which lets marketers create and improve custom agents and automations using natural language, built on the same customer data and context already in HubSpot
- Expanded connected channels, including ChatGPT Ads and Microsoft Advertising, so marketers can connect targeting and campaign performance directly to CRM and revenue data. As the first CRM to integrate with ChatGPT Ads, HubSpot lets marketers reach buyers directly where they're researching and making decisions.
- A more open agent ecosystem through HubSpot's MCP server and native connectors for frontier LLMs like Claude and ChatGPT, allowing first-party and third-party agents to operate HubSpot end to end.
- A unified data foundation built natively on the self-updating Smart CRM, so segmentation, personalization, and revenue attribution all run from a single shared record.
- A full list of these new features and a product roadmap for Marketing Hub can be found here.
Magic Quadrant reports are a culmination of rigorous, fact-based research in specific markets, providing a wide-angle view of the relative positions of the providers in markets where growth is high and provider differentiation is distinct. Providers are positioned into four quadrants: Leaders, Challengers, Visionaries and Niche Players. The research enables businesses to get the most from market analysis in alignment with your unique business and technology needs.
View a complimentary copy of the Magic Quadrant report to learn more about why HubSpot was recognized as a Leader, here.
*Source: Gartner, "Magic Quadrant for B2B Marketing Automation Platforms," Jeff Cohen, Upasna Chandna, Martin DeWitt, Julian Poulter, 22 September 2026.
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