Enterprise teams are constantly under pressure to prove ROI, understand churn, and mitigate risk. Choosing the right analytics stack isn’t just about capability—it’s about fit. HubSpot Enterprise and Google BigQuery are both powerful, but they serve different purposes.
What is BigQuery?
BigQuery is Google Cloud’s serverless, fully managed data warehouse. Unlike HubSpot, it’s not a CRM or marketing platform—it’s a tool for storing, querying, and analysing massive amounts of data from multiple sources.
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Scale: Handles billions of rows in seconds, so you can run queries that would be impossible in traditional databases.
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Flexibility: Use SQL to explore data from any system—ERP, CRM, ad networks, support tools, product databases.
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Integrations: Works well with AI/ML tools, visualization platforms like Looker, Data Studio, Tableau, and pipelines from third-party ETL tools.
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Serverless & on-demand: You don’t manage infrastructure; you just pay for the queries you run.
BigQuery is ideal for enterprises that need cross-system analysis, predictive modeling, or scenario planning across multiple business units or platforms.
Costs to consider
HubSpot Enterprise:
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Subscription-based, often tiered by number of contacts, users, and add-on features.
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Predictable monthly/annual cost, which includes CRM, marketing automation, reporting, and support tools.
BigQuery:
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Pay-per-query pricing model: you’re billed based on the amount of data processed per query, plus storage costs.
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Cost-efficient for large, ad hoc analyses, but queries should be optimized to avoid unexpected expenses.
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Can scale effectively without adding infrastructure costs, but requires careful planning for recurring queries and pipelines.
Many enterprises use HubSpot for operational insights and BigQuery selectively for cross-system analysis and ERP-level intelligence, which balances cost and performance.
HubSpot vs BigQuery: What each platform does best
| Feature / Use Case | HubSpot Enterprise | BigQuery | Notes / Hybrid Use Case |
|---|---|---|---|
| CRM & pipeline management | ✅ Core functionality | ❌ Not a CRM | Keep customer data in HubSpot for day-to-day ops |
| Marketing analytics & campaign attribution | ✅ Email, ads, multi-channel | ⚪ Can pull data in for advanced modeling | Use BigQuery for long-term ROI modeling across multiple platforms |
| Customer support & product usage | ✅ HubSpot tickets & custom objects | ⚪ Can integrate usage logs | Pull HubSpot + product data into BigQuery for advanced retention analysis |
| ERP / financial system integration | ❌ Limited / custom | ✅ Strong | BigQuery handles billing, procurement, inventory, multi-entity consolidation |
| Predictive modeling / churn forecasting | ⚪ HubSpot predictive lead scoring | ✅ Custom ML models | Use BigQuery when HubSpot predictive scoring hits limits or you want multi-source models |
| Scenario planning / risk modeling | ❌ Not designed for complex what-if scenarios | ✅ Excellent | Example: model impact of pricing or discounts across business units |
| Handling billions of rows / historical data | ⚪ Enterprise HubSpot can scale | ✅ Built for massive datasets | HubSpot handles large CRM datasets, but BigQuery excels when combining multiple sources |
Using both together
For many enterprise teams, the best approach is hybrid:
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HubSpot as your operational hub – Store CRM, marketing, support, and product data for fast insights.
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BigQuery for enterprise joins & ERP integration – Pull in HubSpot and other datasets when you need strategic, cross-system intelligence.
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Dashboards & reporting – HubSpot dashboards for day-to-day decisions; BigQuery (via Looker, Tableau, or Data Studio) for executive insights and long-term modeling.
This hybrid strategy lets your team move fast in HubSpot while leveraging BigQuery for scale and strategic analytics, without unnecessary complexity or cost.
Final thoughts
Choosing your analytics stack is about matching platform strengths to your business needs:
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HubSpot Enterprise: Powerful for operational insights, marketing, CRM, and customer engagement analytics. Best when most of your data lives in the HubSpot ecosystem.
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BigQuery: Powerful for enterprise-wide analytics, cross-system analysis, ERP integration, and predictive modeling at scale. Best when multiple systems or massive datasets need to be combined.
We help enterprise teams design the right analytics stack, integrate HubSpot with BigQuery, and train teams to use both effectively, so your data drives decisions, not just dashboards.
Get in touch to learn more about our Big data and analytics set up service.
