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20 of the Best Free Google Sheets Templates for 2022

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20 of the Best Free Google Sheets Templates for 2022

Google Sheets templates help you create better spreadsheets while saving you valuable time.

A template knows what you need and offers it without any manual input, giving you the ability to focus on more important things — such as making sense of the data itself.

In this post, we’ll cover every template you’ll ever need to easily and efficiently use Google Sheets for business, including templates for project management, reporting, people management, and customer tracking.

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You’ll learn:

1. Why you should use Google Sheets templates for business;

2. Step-by-step instruction on how to find the built-in Google Sheets templates;

3. A roundup of additional Google Sheets templates for any marketing role, including:

Let’s get started.

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Why use Google Sheets templates for business?

Google Sheets templates are a fantastic business tool that can be used by teams of any size. Whether you’re a business just starting out or an established enterprise firm, you’ll enjoy countless benefits when using Google Sheets templates.

Even if you don’t use them as your primary business tool, they can supplement other tools. For instance, you might use a free CRM to track customer information, then use a Google Sheets invoice template to quickly create invoices for each customer.

Let’s go over the top benefits of using Google Sheets templates for business.

Free

Google Sheets templates are completely free to use, and they cover a wide variety of needs. So you won’t have to spend hundreds of thousands of dollars getting an Excel subscription (or a subscription for another tool). Simply have everyone sign up for a Google Workspace account and get immediate working access to the templates.

Ability to Collaborate

Google Sheets templates allow your team to collaborate with little gatekeeping. The only thing you have to do is click the “Share” button at the top right-hand corner of a document, and your team members will have access to the file.

You can also limit the collaboration aspect to commenting or viewing only. This is a great option for sensitive documents that only a few people should edit.

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Intuitive to Use

To use a Google Sheets template, you need very little experience with spreadsheets. You don’t need to know advanced formulas and functions to make them work for you. The templates already come with all of the fields and calculations built-in. All you have to do is plug in the numbers and populate the fields, and the document will generate a report or calculate a total.

Customizable

That you’re using a template doesn’t mean that you’re stuck with its look and feel. You can easily change the fields, the colors, and the fonts using Google Sheets’ built-in tools. Once you do, you’ll feel like the template is your business’ only.

No Data Loss

Another great benefit of using Google Sheets templates? Unless a freak accident happens with Google’s servers, it’s near impossible to lose data. All changes are stored in the cloud, and Google Sheets includes a version history of the document, where you can revert to a previous version if something happens.

If your laptop crashes or you lose internet connection, Google Sheets simply freezes the copy until you’re online again. You’ll still want to take a few precautions, such as enabling offline editing and downloading a copy of the document to your local drive.

Ready to find a few templates that you can start using right now for your business?

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How to Find Templates In Google Sheets

There are two common ways you can find and use free Google Sheets templates.

1. Google’s In-Built Template Gallery

On your browser, go to Google Sheets. Click “Template Gallery” at the top right. Explore the templates to find the right one for you.

Google’s In-Built Template Gallery

You’ll find different templates for your personal, work, and project management needs. Here’s an example of what the Personal template library looks like:

Google’s In-Built Template Gallery for personal templates

2. Add-Ons

Another way to find free templates in Google Sheets is to download and install the Vertex42 add-on. Here’s how:

Open an existing Google sheet, or type “sheets.new” to create a new one. Then, find and click the “Add-ons” button on the top left menu.

use add ons to find free templates in google sheets

Type “Vertex42” into the search bar, and click enter. Install the add-on.

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using add ons to get templates in google sheets

To access the templates, click on “Add-ons,” then “Template Gallery for Sheets,” then “Browse Templates.”

using add ons to browse templates in google sheets

Here you would find templates that can help with almost everything you need — whether you need to create an invoice, income/expense tracker, or a dashboard to manage your projects.

add ons for finding templates in google sheets

Let’s now look at some of the free Google Sheets templates you would find useful as you run your business.

Google Sheets Templates

Whether your position requires you to send invoices to clients, track website analytics, or create budget and expense reports, you’ve undoubtedly found yourself working with spreadsheets in some form. And if you’re anything like me, those spreadsheets can feel frustratingly tedious when you’re under a time crunch.

Fortunately, Google Sheets offers a wide variety of pre-built templates, allowing you to create reports and analyze data in spreadsheets faster and more effectively.

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The following Google Sheets templates cater to specific categories and allow you to cut hours, if not days, of work in one fell swoop. Let’s go over the best google Sheets templates you can start using now.

Google Sheets Templates for Finances

Spreadsheets are popular tool for bookkeeping and invoicing. Below, you’ll find a curated selection of ready-to-go templates that will allow you to invoice clients, maintain an annual business budget, generate financial statements, create expense reports, and generate purchase reports.

The result is a ton of saved time — there’s no need to create or choose any formulas that will help you calculate this data.

1. Invoices

If you’re a freelancer or work for a small business, you probably use invoices to bill clients for services. This invoice template makes the process simple — it provides space for all the necessary information and looks more professional than a plain spreadsheet. Plus, the template is customizable, so you can create a theme that aligns well with your brand image.

Click here to use this template.

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invoice google sheets template

2. Annual Business Budget

This template is more in-depth than it initially appears. There are tabs at the bottom — setup, income, expenses, summary — and each one includes several subcategories. “Expenses,” for instance, covers everything from taxes and insurance to travel and customer acquisition.

The final tab, “summary,” takes your income, subtracts your expenses, and automatically updates to display your ending balance each month. This template is a good option if your budget requires a lot of customization and many moving parts.

Click here to use this template.

annual business budget google sheets template

3. Financial Statements

The financial statements template truly is an all-in-one resource to keep track of business transactions, profits, and losses. The “profit & loss” tab automatically summarizes revenue, costs, and expenses for the year and can display your growth rate percentage.

If you work for a small business and need to manage much of your finances, this template offers resources and guidance to make the process easier and less prone to human error.

Click here to use this template.

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financial statement google sheets template

4. Expense Report

Knowing how much you spend is an essential part of running a successful business. But it’s often easy to forget to record these expenses with the amount of work you have to do every day. This simple expense report template makes it easy to record all of your expenses and those of your employees.

Click here to use this template.

expense report google sheets template

5. Purchase Order

You’ll find this template to be a life-saver if tracking the orders or supplies your office/department makes is part of your job. With this sheet, you can save time and avoid the headaches that come with monitoring orders or shipments.

Click here to use this template.

purchase order google sheets template

Google Sheet Templates for Reporting and Analytics

Reporting dashboards are typically built into a wide variety of software products, such as Marketing Hub, but if you don’t have the budget, you can easily create one using a Google Sheets template.

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The below templates automatically gather data from Google Analytics, putting the data in a highly digestible visual format that you can share with higher-ups and other people in your team.

6. Website Traffic Dashboard

Suppose your role requires you to analyze website traffic using Google Analytics. In that case, this template is a fantastic supplemental tool to pull that data into an organized report, saving you tons of time. Better still, you can use the dashboard template with Supermetrics Google Sheets add-on to monitor and analyze data from PPC, SEO, social media, and website analytics.

Click here to use this template.

website traffic google sheets template

7. Website Paid Traffic Report

This template makes the process of analyzing and reporting on paid traffic relatively seamless. The spreadsheet is split into Overview, 12-month Trends, and Medium Breakdown categories. It automatically collects data on your paid sources from Google Analytics and provides a clean chart with important information, including PPC’s percentage of goal conversions, total traffic, and bounce rate.

You can also adjust it to compare different periods or different channels or segments. If you’re looking for a way to demonstrate paid’s influence on your business, this is the tool to do it.

Click here to use this template.

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paid traffic report google sheets template

Google Sheet Templates for Customers

If you don’t have access to a CRM yet or your business is still growing, you can use spreadsheets to track customer information and see the growth of your business. The below Google Sheets templates allow you to have a CRM and a sales dashboard without paying the cost typically needed for such software.

Remember, however, that as your business starts to grow and you earn more and more customers, you’ll want to switch over to a dedicated CRM.

8. CRM

To organize your contacts and automate an effective sales and marketing process, you must have a CRM — but if you’re a small company just starting, you might not feel ready to implement a fully established CRM with all the features.

This CRM template is a great place to get your feet wet. It saves automatically, so you never lose data. The share feature allows you to work with coworkers within the CRM, which helps encourage collaboration between your sales and marketing departments.

Click here to use this template.

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9. Sales Dashboard

This template helps salespeople manage their leads, sales, and revenue all in one place. At the bottom of the template are different tabs where you can easily input your data that eventually shows up on the main dashboard. There’s also an “instructions” tab to get you up to speed with using the sheet.

Click here to use this template.

sales dashboard google sheets template

Google Sheet Templates for Project Management

Using a Google Sheets project management template is a much more cost-effective alternative to buying a team-wide subscription for a project management software.

The below templates are the absolute best for keeping track of a project’s timeline, creating Gantt charts, creating product roadmaps, and generating action lists. They allow you to color-code and categorize action items and individual tasks.

Hot tip: If you’re managing multiple projects, simply duplicate the initial tab and keep all projects in a single spreadsheet.

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10. Project Timeline

Whether this is your first significant project or you’ve been managing projects for years, the project timeline template is a valuable tool for organizing and implementing each project step. The template helps you visually break up a daunting project into smaller pieces, ideally making it easier and less stressful to manage and delegate tasks.

Click here to use this template.

project timeline google sheets template

11. Project Tracking

If you’re juggling many projects simultaneously, this project tracking template could become your new best friend. This template takes project management to the next level by enabling you to organize your tasks into categories by date, deliverables, status, cost, and hours — best of all, it lets you prioritize your projects. Hopefully, simply visualizing what needs to get done first will alleviate time-management stress.

Click here to use this template.

project tracking google sheets template

12. Event Marketing Timeline

The event marketing template offers organization and structure if you’re implementing an upcoming business event or campaign. It provides categories you might’ve forgotten to consider, including local and national marketing, PR, and web, with subcategories ranging from an email newsletter to impact studies.

The template is already organized with all necessary categories for planning an event, reducing the time you spend on tedious manual input.

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Click here to use this template.

event marketing timeline google sheets template

13. Gantt Chart Template

The Gantt chart template helps you alleviate any concern you might have over timing — and, when you’ve got a complex project with overlapping components, I’m willing to bet timing is one of your primary concerns.

Using the Gantt chart template helps you visualize all steps and delegate essential tasks more efficiently — labeling the task with an owner on one chart is undoubtedly easier than individually following up via email. And by sharing the template with coworkers, everyone is on the same page.

Click here to use this template.

gantt chart google sheets template

14. Product Roadmap

Without a product roadmap, it’s easy for your team to misunderstand the direction you want a project to take. With this template, you can solve that problem. The template provides a calendar summary of a project and the milestones and deliverables as you go through the product development process.

Click here to use this template.

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product roadmap google sheets template

15. Product Launch Plan

This template has everything you need to organize the best product launch you’ve ever had. It has fields to help you outline your market and competitive analysis, project strategy, key messaging, and who your target audience is.

If you’re in charge of managing a product launch and want to organize the best launch ever, then this is the project management template for you.

Click here to use this template.

project launch google sheets template

16. Action List With Ranking

Managing a project requires that you track daily actions to ensure you don’t lose focus. But sometimes, you’ll have some tasks on your list that are more important than others. You can easily arrange these tasks based on their importance with this action list template. You can also share this sheet with others if you’re working as a team.

Click here to use this template.

action list with ranking google sheets template

17. Project Budget

Away from the general business budget, most managers create budgets for each of their projects. This project budget template is for you if you’re looking for a simple yet effective template that lets you quickly estimate how much revenue a project would generate and how much it would cost.

Click here to use this template.

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project budget google sheets template

Google Sheet Templates for Leading a Team

Managing a team is easy and simple with the following Google Sheets templates. No need to send emails back and forth, and no need to check in individually with each team member over Slack or another team communication app.

With the following templates, you can set employee shifts and track how many hours employees have spent on a certain project. And remember, these templates are collaborative — meaning that you only need to give access to your employees for them to fill it out on their own time. The changes will immediately be live in the shared copy.

18. Employee Shift Schedule

Keeping track of who works what hours, and how much each employee gets paid, can feel confusing, especially if you lead a team of part-time contractors or seasonal interns. This template includes slots for employee’s names, hours worked, and monthly wages, making your paycheck process straightforward and organized.

Click here to use this template.

employee shift schedule google sheets template

19. Weekly Timesheet

Like the employee shift schedule, the weekly timesheet helps you track time and know how much to pay employees or subcontractors. However, the weekly timesheet template works better if you want to quickly find out how much time each employee spends on a project.

Click here to use this template.

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weekly timesheet google sheets template

20. Contact List

This template comes in handy if you want to create a contact list database. You can easily use the template to store your contact information (say, phone number and email address), your employees’ contact, and those of emergency services like the ambulance or fire department.

Click here to use this template.

Contact List Google Sheets Template

Start Using These Free Google Sheets Templates

No matter what your job is, using a suitable spreadsheet would make it easier and more enjoyable.

So what are you waiting for? Get started with using these free Google Sheets templates to save time and effort, and download ten additional ones to exponentially improve your productivity.

Editor’s note: This post was originally published in January 2018 and has been updated for comprehensiveness.

business google sheets templates

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Ecommerce evolution: Blurring the lines between B2B and B2C

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Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)

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What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 

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If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 

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Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 

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Streamlining Processes for Increased Efficiency and Results

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Streamlining Processes for Increased Efficiency and Results

How can businesses succeed nowadays when technology rules?  With competition getting tougher and customers changing their preferences often, it’s a challenge. But using marketing automation can help make things easier and get better results. And in the future, it’s going to be even more important for all kinds of businesses.

So, let’s discuss how businesses can leverage marketing automation to stay ahead and thrive.

Benefits of automation marketing automation to boost your efforts

First, let’s explore the benefits of marketing automation to supercharge your efforts:

 Marketing automation simplifies repetitive tasks, saving time and effort.

With automated workflows, processes become more efficient, leading to better productivity. For instance, automation not only streamlines tasks like email campaigns but also optimizes website speed, ensuring a seamless user experience. A faster website not only enhances customer satisfaction but also positively impacts search engine rankings, driving more organic traffic and ultimately boosting conversions.

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Automation allows for precise targeting, reaching the right audience with personalized messages.

With automated workflows, processes become more efficient, leading to better productivity. A great example of automated workflow is Pipedrive & WhatsApp Integration in which an automated welcome message pops up on their WhatsApp

within seconds once a potential customer expresses interest in your business.

Increases ROI

By optimizing campaigns and reducing manual labor, automation can significantly improve return on investment.

Leveraging automation enables businesses to scale their marketing efforts effectively, driving growth and success. Additionally, incorporating lead scoring into automated marketing processes can streamline the identification of high-potential prospects, further optimizing resource allocation and maximizing conversion rates.

Harnessing the power of marketing automation can revolutionize your marketing strategy, leading to increased efficiency, higher returns, and sustainable growth in today’s competitive market. So, why wait? Start automating your marketing efforts today and propel your business to new heights, moreover if you have just learned ways on how to create an online business

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How marketing automation can simplify operations and increase efficiency

Understanding the Change

Marketing automation has evolved significantly over time, from basic email marketing campaigns to sophisticated platforms that can manage entire marketing strategies. This progress has been fueled by advances in technology, particularly artificial intelligence (AI) and machine learning, making automation smarter and more adaptable.

One of the main reasons for this shift is the vast amount of data available to marketers today. From understanding customer demographics to analyzing behavior, the sheer volume of data is staggering. Marketing automation platforms use this data to create highly personalized and targeted campaigns, allowing businesses to connect with their audience on a deeper level.

The Emergence of AI-Powered Automation

In the future, AI-powered automation will play an even bigger role in marketing strategies. AI algorithms can analyze huge amounts of data in real-time, helping marketers identify trends, predict consumer behavior, and optimize campaigns as they go. This agility and responsiveness are crucial in today’s fast-moving digital world, where opportunities come and go in the blink of an eye. For example, we’re witnessing the rise of AI-based tools from AI website builders, to AI logo generators and even more, showing that we’re competing with time and efficiency.

Combining AI-powered automation with WordPress management services streamlines marketing efforts, enabling quick adaptation to changing trends and efficient management of online presence.

Moreover, AI can take care of routine tasks like content creation, scheduling, and testing, giving marketers more time to focus on strategic activities. By automating these repetitive tasks, businesses can work more efficiently, leading to better outcomes. AI can create social media ads tailored to specific demographics and preferences, ensuring that the content resonates with the target audience. With the help of an AI ad maker tool, businesses can efficiently produce high-quality advertisements that drive engagement and conversions across various social media platforms.

Personalization on a Large Scale

Personalization has always been important in marketing, and automation is making it possible on a larger scale. By using AI and machine learning, marketers can create tailored experiences for each customer based on their preferences, behaviors, and past interactions with the brand.  

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This level of personalization not only boosts customer satisfaction but also increases engagement and loyalty. When consumers feel understood and valued, they are more likely to become loyal customers and brand advocates. As automation technology continues to evolve, we can expect personalization to become even more advanced, enabling businesses to forge deeper connections with their audience.  As your company has tiny homes for sale California, personalized experiences will ensure each customer finds their perfect fit, fostering lasting connections.

Integration Across Channels

Another trend shaping the future of marketing automation is the integration of multiple channels into a cohesive strategy. Today’s consumers interact with brands across various touchpoints, from social media and email to websites and mobile apps. Marketing automation platforms that can seamlessly integrate these channels and deliver consistent messaging will have a competitive edge. When creating a comparison website it’s important to ensure that the platform effectively aggregates data from diverse sources and presents it in a user-friendly manner, empowering consumers to make informed decisions.

Omni-channel integration not only betters the customer experience but also provides marketers with a comprehensive view of the customer journey. By tracking interactions across channels, businesses can gain valuable insights into how consumers engage with their brand, allowing them to refine their marketing strategies for maximum impact. Lastly, integrating SEO services into omni-channel strategies boosts visibility and helps businesses better understand and engage with their customers across different platforms.

The Human Element

While automation offers many benefits, it’s crucial not to overlook the human aspect of marketing. Despite advances in AI and machine learning, there are still elements of marketing that require human creativity, empathy, and strategic thinking.

Successful marketing automation strikes a balance between technology and human expertise. By using automation to handle routine tasks and data analysis, marketers can focus on what they do best – storytelling, building relationships, and driving innovation.

Conclusion

The future of marketing automation looks promising, offering improved efficiency and results for businesses of all sizes.

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As AI continues to advance and consumer expectations change, automation will play an increasingly vital role in keeping businesses competitive.

By embracing automation technologies, marketers can simplify processes, deliver more personalized experiences, and ultimately, achieve their business goals more effectively than ever before.

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Will Google Buy HubSpot? | Content Marketing Institute

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Why Marketers Should Care About Google’s Potential HubSpot Acquisition

Google + HubSpot. Is it a thing?

This week, a flurry of news came down about Google’s consideration of purchasing HubSpot.

The prospect dismayed some. It delighted others.

But is it likely? Is it even possible? What would it mean for marketers? What does the consideration even mean for marketers?

Well, we asked CMI’s chief strategy advisor, Robert Rose, for his take. Watch this video or read on:

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Why Alphabet may want HubSpot

Alphabet, the parent company of Google, apparently is contemplating the acquisition of inbound marketing giant HubSpot.

The potential price could be in the range of $30 billion to $40 billion. That would make Alphabet’s largest acquisition by far. The current deal holding that title happened in 2011 when it acquired Motorola Mobility for more than $12 billion. It later sold it to Lenovo for less than $3 billion.

If the HubSpot deal happens, it would not be in character with what the classic evil villain has been doing for the past 20 years.

At first glance, you might think the deal would make no sense. Why would Google want to spend three times as much as it’s ever spent to get into the inbound marketing — the CRM and marketing automation business?

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At a second glance, it makes a ton of sense.

I don’t know if you’ve noticed, but I and others at CMI spend a lot of time discussing privacy, owned media, and the deprecation of the third-party cookie. I just talked about it two weeks ago. It’s really happening.

All that oxygen being sucked out of the ad tech space presents a compelling case that Alphabet should diversify from third-party data and classic surveillance-based marketing.

Yes, this potential acquisition is about data. HubSpot would give Alphabet the keys to the kingdom of 205,000 business customers — and their customers’ data that almost certainly numbers in the tens of millions. Alphabet would also gain access to the content, marketing, and sales information those customers consumed.

Conversely, the deal would provide an immediate tip of the spear for HubSpot clients to create more targeted programs in the Alphabet ecosystem and upload their data to drive even more personalized experiences on their own properties and connect them to the Google Workspace infrastructure.

When you add in the idea of Gemini, you can start to see how Google might monetize its generative AI tool beyond figuring out how to use it on ads on search results pages.

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What acquisition could mean for HubSpot customers

I may be stretching here but imagine this world. As a Hubspoogle customer, you can access an interface that prioritizes your owned media data (e.g., your website, your e-commerce catalog, blog) when Google’s Gemini answers a question).

Recent reports also say Google may put up a paywall around the new premium features of its artificial intelligence-powered Search Generative Experience. Imagine this as the new gating for marketing. In other words, users can subscribe to Google’s AI for free, but Hubspoogle customers can access that data and use it to create targeted offers.

The acquisition of HubSpot would immediately make Google Workspace a more robust competitor to Microsoft 365 Office for small- and medium-sized businesses as they would receive the ADDED capability of inbound marketing.

But in the world of rented land where Google is the landlord, the government will take notice of the acquisition. But — and it’s a big but, I cannot lie (yes, I just did that). The big but is whether this acquisition dance can happen without going afoul of regulatory issues.

Some analysts say it should be no problem. Others say, “Yeah, it wouldn’t go.” Either way, would anybody touch it in an election year? That’s a whole other story.

What marketers should realize

So, what’s my takeaway?

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It’s a remote chance that Google will jump on this hard, but stranger things have happened. It would be an exciting disruption in the market.

The sure bet is this. The acquisition conversation — as if you needed more data points — says getting good at owned media to attract and build audiences and using that first-party data to provide better communication and collaboration with your customers are a must.

It’s just a matter of time until Google makes a move. They might just be testing the waters now, but they will move here. But no matter what they do, if you have your customer data house in order, you’ll be primed for success.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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