How to Find All Companies Using HubSpot (For B2B Sales Prospecting)

If you sell software that integrates with, competes with, or replaces HubSpot, the most valuable list you can build is a confirmed list of companies actively using it. These aren't cold leads — they already have a CRM budget, they've committed to a marketing stack, and they understand the category. You're not selling from zero. You're walking into an already-funded buying context.

Why would you target companies that use HubSpot specifically?

Technographic targeting — prospecting based on the tools a company uses — is one of the highest-signal methods in modern B2B outreach. When you know a company runs HubSpot, you know a lot more than just their CRM preference. You know they have a dedicated marketing or sales operations function. You know they're spending on software. And depending on your product, you know exactly where you fit into their stack.

There are four distinct use cases for a HubSpot customers list:

• Direct competitors. If your CRM, marketing automation, or sales tool competes with HubSpot, these companies are your highest-priority prospects — they've already validated the budget and the need.
• Complementary tools. If your product integrates with HubSpot (reporting, enrichment, outreach, data), HubSpot users are your natural ICP.
• Displacement plays. If you sell a point solution that replaces one of HubSpot's features (e.g. dedicated ABM, better attribution, a standalone CMS), knowing they use HubSpot tells you they likely have the problem you solve.
• Agency and consultancy sales. If you sell HubSpot implementation, onboarding, or RevOps services, confirmed HubSpot users are your entire market.

In every case, the technographic signal does the qualification work before you've sent a single message. That's why reply rates on technographically targeted lists run significantly higher than cold lists built from firmographics alone.

How many companies actually use HubSpot?

HubSpot's addressable install base is substantial. According to HubSpot's own published figures, the platform serves over 248,000 customers across more than 135 countries as of their most recent annual report. That figure covers paid customers only — companies using HubSpot's free CRM tools push that number considerably higher.

The bulk of HubSpot's customer base sits in the SMB and mid-market segment: companies with 10–500 employees. This is important for targeting. If you're selling to enterprise accounts, HubSpot's install base skews smaller than you might assume. If you're selling to growing startups and scale-ups, HubSpot penetration in that segment is extremely high — in many industries, it's the default CRM choice before companies move upmarket to Salesforce.

Geographically, HubSpot adoption is heaviest in North America, the UK, and Western Europe, with strong and growing presence in Australia and parts of APAC. If your ICP has a regional filter, that matters when you're building your list.

"We switched from pulling generic company lists to filtering specifically for HubSpot users. Our reply rate went from 4% to 14% overnight — same message, same sequence, completely different audience signal."

— Head of Sales, 60-person SaaS company

What are the best methods to find companies using HubSpot?

There are four main approaches. Each has different trade-offs in accuracy, scalability, and effort. The right choice depends on how many accounts you need and how much time you have.

1. Technographic data tools

This is the fastest and most scalable method. Technographic platforms crawl the web, analyse job postings, and use proprietary signals to identify which tools a company is running. You type in "HubSpot," set your filters (company size, industry, geography, headcount), and export a list. No manual work.

Tools like Stealery are built specifically for this use case — you search a competitor or target tool, and get a filtered list of every company using it, ready for outreach. What would take a researcher days to compile manually takes about 30 seconds. The output is a clean list you can push directly into your CRM or sequencer.

Other options in this space include Similarweb, BuiltWith, and G2 Buyer Intent. Each has different coverage and pricing. For SDRs doing high-volume prospecting, having a dedicated technographic source is non-negotiable.

2. Job postings

Companies that mention HubSpot in job descriptions are confirmed, active users — not just past customers, not speculative. This data is public, constantly refreshed, and covers a huge range of company sizes. A company hiring a "HubSpot Marketing Automation Specialist" is not experimenting — they're embedded.

You can search LinkedIn Jobs, Indeed, or Greenhouse for HubSpot-specific roles or descriptions. The limitation is throughput: you can't efficiently do this at scale without tooling. But for targeted account research or validating a specific account, job postings are one of the most reliable signals available.

3. Website tracking code detection

HubSpot's tracking script and chat widget leave detectable signatures in a company's website code. Tools like BuiltWith and Wappalyzer scan public websites for these signals. This works well for companies with public-facing websites, but has obvious gaps: internal tools, B2B companies with minimal web presence, or companies that proxy their scripts will be missed.

This method is most useful for building lists of SMBs and B2C-adjacent companies. For pure B2B companies with lean websites, it's less reliable than job postings or technographic databases.

4. Review platforms

G2, Capterra, and Trustradius host verified reviews from real HubSpot users. These users disclose their company and role, which means review platforms are a source of confirmed HubSpot accounts at the person level, not just the company level. The coverage is smaller — only companies whose employees have written public reviews — but the intent signal is high. A company with 12 HubSpot reviews on G2 is deeply embedded in the platform.

How do you filter a HubSpot customers list to match your ICP?

A raw list of HubSpot users isn't a prospect list — it's a starting point. The difference between a list that converts and one that wastes your time is how well you've filtered it before outreach begins.

The filters that matter most, in order of impact:

• Company size. HubSpot spans 10-person startups to 1,000-person scale-ups. If your ICP is 50–200 employees, filter hard and don't work outside that band.
• Industry. HubSpot adoption is especially high in SaaS, agencies, professional services, and e-commerce. If you're vertical-specific, this filter alone can 10x relevance.
• Geography. Especially important for sales teams with territory ownership or for compliance-sensitive products.
• Hiring signals. Companies actively hiring for marketing ops, demand gen, or CRM-related roles are in a growth phase — higher budget, higher receptivity to new tools.
• Tech stack depth. Companies using HubSpot alongside Salesforce, Outreach, or Gong are running a more mature stack — different conversation than a company on HubSpot's free tier.

Gartner's research on the B2B buying journey consistently shows that buyer relevance — how well a vendor's pitch matches the buyer's current context — is the single strongest predictor of pipeline conversion. Filtering your list before outreach is how you manufacture relevance at scale.

What should your cold outreach to HubSpot users actually say?

The technographic signal is only as valuable as the message you build around it. Knowing someone uses HubSpot is a conversation opener, not a pitch. The most common mistake SDRs make is leading with "I see you use HubSpot" — which signals that you scraped a list, not that you understand their situation.

Use the HubSpot signal to frame a specific problem, not to prove you did research:

• For competitors: Don't open with "HubSpot vs us." Open with the specific limitation your best-fit customers hit at their stage — reporting gaps, pipeline visibility, attribution — and let them self-identify.
• For integrations: Reference the workflow gap your integration closes. "Teams on HubSpot usually handle [X] manually — we built the connection so you don't have to."
• For displacement: Name the exact feature area you improve. Not "we're better than HubSpot" — that's noise. "If you're using HubSpot for [specific thing] and hitting [specific wall], here's what that looks like with us instead."

Specificity is what separates an 8% reply rate from a 2% one. The technographic data gives you the hook — your message determines whether it lands.

What does a full workflow for HubSpot technographic targeting look like?

Here's the end-to-end process used by SDR teams running competitor-targeted campaigns at scale:

1. Pull the base list. Use a technographic tool to identify companies using HubSpot. Export with firmographic fields: company name, size, industry, location, website.
2. Apply ICP filters. Remove companies outside your size range, industry, or geography. This step typically cuts the list by 60–80% — and that's the point.
3. Layer in hiring signals. Cross-reference against open roles on LinkedIn or job boards. Prioritise accounts that are actively hiring in relevant functions.
4. Enrich with contacts. Find the right person at each company — typically VP Marketing, Head of RevOps, or CMO depending on your product. Add verified email and LinkedIn URL.
5. Write segment-specific copy. One message for companies your size targeting, a different message for enterprise, a different one for agencies. Don't blast one sequence at a heterogeneous list.
6. Load into your sequencer. Push enriched contacts into your outreach tool (Outreach, Salesloft, Instantly, etc.) with HubSpot-specific personalisation tokens.
7. Track and iterate. Reply rate and positive reply rate by segment. Kill underperforming segments fast. Double down on what works.

The whole workflow — from raw list to first send — should take no more than a day for an experienced SDR with the right tooling. If it's taking longer, the bottleneck is usually the enrichment or the list filtering step, both of which are addressable with better data sources.