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HubSpot CMS vs. Enonic

In the alternative between HubSpot CMS and Enonic, what should you choose? See our comparison to get wiser.

It can be a difficult ordeal to understand exactly what features you can get with a given CMS, or what you should prioritise in the first place. This is why we have crafted several CMS comparison articles, in order to help you get an essential overview of the differences, similarities, pros, and cons with a specific CMS versus Enonic. Now the turn has come to HubSpot CMS, also known as CMS Hub.

Quick HubSpot facts

HubSpot is an American company founded in 2006. The company develops software products for CRM, inbound marketing, sales, and customer service—and lately even its own content management system. From 2007 to 2019 the company’s revenues grew with a whooping 264,567%, marking a true American success story.

HubSpot offers a free CRM at its core, with several “hubs” to build on top of it—Marketing Hub, Sales Hub, Service Hub, and CMS Hub—all of them working together in the same interface. The CMS and Marketing Hubs offer a complete package for blog posts, landing pages, campaigns, social media, email marketing, automation, personalisation, contact database, analytics, forms, CTAs, ads, and contact persons.

Furthermore, the HubSpot CMS is a SaaS (software as a service) and features a module system, flex columns, and drag-and-drop areas that developers can build for editors and marketers.

Quick Enonic facts

Enonic was founded in Norway in 2000. The company’s web application platform Enonic XP is based on JavaScript, Elasticsearch, and the Java virtual machine. With Enonic XP you can build progressive web applications, complex websites, and web-based APIs. The platform features an integrated NoSQL and search engine, while the CMS interface “Content Studio” can be installed and upgraded as an application. Content Studio features a WYSIWYG interface, permissions and roles management, version control, multisite, and advanced image editing.

Enonic XP is open-source, meaning you can try it extensively before eventually subscribing to software support or a hosted solution. It is also a hybrid CMS, which means developers can create traditional websites and landing pages, while at the same time use XP as a headless CMS for distributing editorial content to any device or client. Enonic can optionally be hosted in a fully managed cloud platform.

Neat and tidy: Content Studio cheat sheet »

HubSpot pros and cons

The number one advantage of HubSpot is their smooth machinery. You can get your digital experiences up and running fast, due to the unison nature of HubSpot’s various hubs, but also due to their large networks of both partners and integrations. Here you will have everything in one place—including statistics, analytics, and the ability to follow your leads tightly without using other tools, like Google Analytics.

As for accolades, HubSpot was named “Leader” in the G2 Grid for Web Content Management in the spring 2020 edition. Here, users bring forth modularity, user-friendliness, A/B testing, the unity, drag-and-drop builder, design tools, page builder optimiser, in-built SEO tools, and helpful customer support as positive elements.

While HubSpot is investing much in their website building capabilities, the fact remains that there is little structure to their content types. HubSpot features “website pages,” “landing pages,” and “blog posts” out of the box, with attached modules and templates. However, it is difficult to reuse content due to the mix of presentation and content. Also, the templating system is chaotic: it is difficult to get an overview, dependencies are not transparent, and it is hard to navigate. However, lately HubSpot has introduced support for “Teams,” which might help to clean up.

See also: What makes Enonic awesome »

When it comes to page speed, HubSpot websites tend to underperform on Google PageSpeed—something which can hurt your SEO. This may partly be due to the fact that the HubSpot scripts use five different domains, which might be good for applications, but bad for web platforms.

Finally, HubSpot is a proprietary SaaS platform, and uses the HubSpot markup language (HubL). In this way, the system imposes more restrictions on what you can do than self-hosted CMSs. For example, you can’t alter or extend system fundamentals manually or via plugins, manipulate low-level rendering, or access and alter database content directly.

Enonic pros and cons

Enonic is built for speed—having a lightweight, but still powerful and flexible core combined with a “best of breed” approach when it comes to integrations (we even have an app for HubSpot). Enonic is also based on structured content, meaning that the platform focuses on reuse for smart and efficient content management. While a small company, Enonic is used by major Norwegian organisations, including Norway Post, the Norwegian Labour and Welfare Administration, and the insurance companies Gjensidige, Storebrand, and KLP. The last few years, the company has also gained a foothold internationally.

The Enonic platform was named “Leader” in both the 2020 and 2021 Digital Experience Platform Data Quadrant by SoftwareReviews. Achieving high scores overall, Enonic customers are very likely to recommend the product. Analysts Boye & Company says Enonic is a “highly extensible, feature-rich web experience platform,” highlighting developer-friendliness, the ease of building custom web solutions, direct access to influence product direction, and the engaged community.

Learn more: This is what customers say about Enonic »

As to the disadvantages, Mike Johnston of CMS Critic thinks more help and support options in the dashboard would be in order, while a verified user review on misses a migration tool for migrating sites to Enonic XP. While Enonic is delivered as a service, it does not offer self-service as of 2020, though it is on the roadmap.

Boye & Company reflects on the techy nature of Enonic: “Presently, though, the product is more likely to impress technical colleagues than business users.” Furthermore, Boye thinks that content processes could be better supported, and misses real-time editing. Boye finally notes that the community outside Norway might be slim.

Enonic is designed for professional development and continuous delivery from the ground up. It is not meant for non-technical people to set up and maintain—although non-techies can certainly use CMS interface, Content Studio, without any trouble.

Comparison between HubSpot and Enonic




Coding language


JavaScript and/or Java

Database requirements

N/A (only SaaS)

None, embedded NoSQL



GPLv3 with linking exception and commercial license for paying customers

Source code


Open source:

Integrated search


Yes, based on Elasticsearch

Headless API


Yes, based on GraphQL

Flexible content types



WYSIWYG page editor



Responsive UI



Image editor


Yes, including focal point and image service

Page template editor



SEO management


Yes, app from Enonic Market

Version control



Video content





Runs anywhere:

  • Docker image
  • On premise or private cloud
  • Distributions for Linux and Windows
  • Enonic cloud

Support plans

Yes, by vendor

Yes, by vendor

Free support

Forum, HubSpot User Groups 

Forum, Slack





Yes, by vendor and partners

Yes, by vendor


Yes, apps from Asset Marketplace

Yes, apps from Enonic Market

Example: Publishing a blog post in HubSpot

In HubSpot, you can publish three main types of contents, “website pages,” “landing pages,” and “blog.” To publish a blog post, you have to navigate to “Marketing” and “Website” in the top menu, before choosing to create a blog post in the upper right corner. Here you choose what blog you will create content for and how you would like to start it (through a regular WYSIWYG editor or a Google Docs/draft and comment mode. Once inside the blog post, you fill out the modifiable modules set up by your developers, before moving on to “Settings” to fill out metadata, then to “Optimize” to get SEO recommendations, and finally to “Schedule” og “Publish” for the actual publishing.


Example: Publishing a blog post in Enonic

In Enonic you navigate through the content tree list to decide where a piece of content will be placed in the hierarchy—before you proceed to create it. When choosing a designated spot where for instance the content type “blog post” is prevalent, you will automatically get a suggestion to pick a blog post when creating a new content. Once inside the blog post, you can navigate through fields systematically, before saving, previewing, and finally publishing the blog post:

Enonic publishing blog post

What CMS should you choose?

HubSpot can be regarded as a competitor to content management systems like Wix and WordPress, mainly targeted towards those who want marketing websites. Development is usually limited to templating, and there is no headless API.

Enonic may be suitable for organisations with more complex requirements, like customisation, structured content, and integrations with best of breed products and services—we acknowledge that it is difficult to excel in every area and has thus focused on flexibility. With Enonic there is no limitation on page speed (if done right), and you can control both front-end and server-side, together with headless capabilities.

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Disclaimer: Enonic is a customer of HubSpot Marketing Hub and Sales Hub.

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