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HubSpot Mastery: 10 Case Studies Showcasing the Power of Strategic Success

  • Author Survey Point Team
  • Published November 15, 2023

HubSpot Mastery

Unlock the potential of Case Studies: Achieving Success with HubSpot. Dive into real-world success stories, gain insights, and elevate your strategic game. Get ready to transform your approach with HubSpot.

Embark on a journey through the realms of strategic success with HubSpot. This blog unveils the prowess of [HubSpot Mastery: 10 Case Studies Showcasing the Power of Strategic Success]. Each case study is a testament to the transformative impact of strategic planning on businesses. Let’s explore the power of HubSpot in real-world scenarios, learning from the triumphs of those who have mastered its strategic potential.

In the realm of strategic success, mastering HubSpot is not just an option; it’s a necessity. Let’s explore the transformative impact of HubSpot through 10 compelling case studies that showcase its strategic prowess.

Table of Contents

The Essence of Strategic Success

Understanding the core principles of strategic success lays the foundation for mastering HubSpot. Successful strategies are built on a blend of vision, planning, and execution. HubSpot serves as the catalyst to turn these principles into reality.

Case Study 1: Transforming Leads into Conversions

Mastering the Sales Funnel with HubSpot is a game-changer. From lead generation to conversion, HubSpot streamlines the process, ensuring potential leads seamlessly transition into loyal customers. Dive into the success stories that exemplify this transformation.

Case Study 2: Navigating Marketing Challenges

HubSpot’s Marketing Magic Unleashed explores how businesses overcome marketing challenges with finesse. Discover the tools and tactics that elevate marketing strategies, making them not just effective but exceptional.

HubSpot Mastery

Case Study 3: Enhancing Customer Relations

Building Lasting Connections with HubSpot goes beyond transactions. Learn how businesses use HubSpot to forge meaningful customer relationships, fostering loyalty and advocacy that lasts a lifetime.

Case Study 4: Scaling Business Growth

HubSpot as the Catalyst for Expansion is evident in businesses that have successfully scaled their operations. Explore how strategic implementation of HubSpot fuels growth, turning small enterprises into industry leaders.

Case Study 5: Maximizing ROI

Financial Triumphs with HubSpot showcase how businesses maximize their return on investment. HubSpot’s analytical tools and strategic insights empower businesses to make informed decisions, ensuring every investment counts.

Case Study 6: Streamlining Operations

HubSpot Mastery

Efficiency Unleashed with HubSpot explores how businesses streamline their operations for maximum productivity. HubSpot’s features seamlessly integrate into workflows, reducing redundancy and optimizing processes.

Case Study 7: Overcoming Challenges

HubSpot’s Strategic Solutions are highlighted in stories of businesses overcoming challenges. From market fluctuations to unforeseen obstacles, HubSpot equips businesses with the strategic tools to navigate the ever-changing landscape.

Case Study 8: Innovations in Product Development

Crafting Success with HubSpot extends to product development. Explore how businesses leverage HubSpot to innovate and create products that resonate with their target audience, setting them apart in the market.

Case Study 9: Harnessing Data for Decision-Making

Smart Strategies with HubSpot Analytics showcase the power of data-driven decision-making. Dive into case studies that illustrate how businesses harness data to make strategic decisions that propel them toward success.

Case Study 10: Building a Brand Legacy

HubSpot Mastery

HubSpot’s Role in Branding Success is evident in businesses that have crafted a lasting legacy. Explore how HubSpot becomes an integral part of a brand’s journey, shaping its identity and ensuring a lasting impact.

Exploring HubSpot’s Key Features

A Deep Dive into HubSpot’s Toolbox provides insights into the features that make HubSpot a strategic powerhouse. From CRM to marketing automation, explore the tools that can revolutionize your approach to business.

The Human Element in Strategic Success

HubSpot and the Human Touch emphasize the importance of personal connections in strategic success. While technology plays a crucial role, the human element adds a unique touch, creating experiences that resonate with customers.

Implementing HubSpot Strategies

Practical Steps to Strategic Success guide businesses in implementing HubSpot strategies effectively. Learn how to integrate HubSpot seamlessly into your operations, ensuring a smooth transition to a more strategic approach.

Measuring Success with HubSpot

Metrics that Matter delve into the key performance indicators businesses should track when implementing HubSpot. From lead conversion rates to customer retention, discover the metrics that define success.

Common Challenges and Solutions

Navigating the HubSpot Landscape addresses common challenges businesses face when implementing HubSpot. Explore practical solutions to ensure a smooth and successful integration, avoiding pitfalls along the way.

Future Trends in HubSpot Mastery

Staying Ahead in the Strategic Game involves keeping an eye on future trends. Explore the emerging trends in HubSpot Mastery that can shape the future of strategic success in the business world.

HubSpot in Your Business Arsenal

Why Every Business Needs HubSpot highlights the universal applicability of HubSpot. Discover why HubSpot is a must-have tool in your business arsenal, whether a startup or an established enterprise.

FAQs on HubSpot Mastery

How can HubSpot benefit my small business? HubSpot is tailored for businesses of all sizes, offering scalable solutions. From lead generation to customer relations, HubSpot provides a comprehensive toolkit to boost your small business’s

Is HubSpot only suitable for marketing purposes? While HubSpot is renowned for its marketing capabilities, its utility extends beyond marketing. It offers a complete suite of tools, including CRM and sales automation, making it a versatile solution for businesses. From streamlining operations to enhancing customer relations, HubSpot is a comprehensive platform for overall business success.

How can HubSpot analytics contribute to better decision-making? HubSpot analytics empower businesses to make data-driven decisions. Businesses gain valuable insights by tracking key metrics such as conversion rates, customer engagement, and ROI. These insights guide strategic decision-making, ensuring that actionable data back every move for optimal results.

Can HubSpot be integrated seamlessly into existing workflows? Yes, HubSpot is designed for seamless integration. Whether you’re using other business tools or have established workflows, HubSpot can be integrated to enhance efficiency. The platform’s flexibility allows businesses to customize their usage, ensuring a smooth integration process without disrupting existing operations.

What role does HubSpot play in brand building? HubSpot plays a pivotal role in crafting a brand legacy. Through effective marketing, customer engagement, and streamlined operations, businesses using HubSpot create a brand identity that resonates with their audience. The platform becomes a strategic partner in shaping and sustaining a brand’s reputation.

Is HubSpot suitable for businesses in any industry? Absolutely. HubSpot’s adaptability makes it suitable for businesses across various industries. Whether you’re in e-commerce, technology, healthcare, or any other sector, HubSpot’s versatile features can be tailored to meet the unique needs and challenges of your industry.

HubSpot is not just a concept; it’s a proven reality. The case studies highlighted here exemplify how businesses, regardless of size or industry, have harnessed the strategic power of HubSpot to achieve remarkable success. From transforming leads to building brand legacies, HubSpot is the catalyst that propels businesses toward strategic excellence.

Remember, the journey to strategic success begins with understanding and implementing the right tools. HubSpot, with its array of features and proven success stories, stands as a beacon for businesses aspiring to elevate their strategic game.

Survey Point Team

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Multi-Product Considerations and a HubSpot Case Study

Compounding revenue growth and margin expansion are widely accepted as the most important factors for long-term value creation. For software companies, this is no different. To achieve compounding revenue growth at scale over a long period of time, companies need a large total addressable market (TAM) to grow into. Individual software products generally have defined TAMs, so there are two paths to a large market: 1) start with a large market where you can continue to sell your core product with strong unit economics and utilize pricing strategies to grow with your customers’ growth even as the total TAM might tap out (such as usage-based pricing), or 2) expand your market by building new adjacent products to cross and up-sell to existing customers and to sell to new customers as another acquisition wedge. In this post, we dive into considerations for SaaS companies going multi-product by analyzing the evolution of HubSpot, one of the most successful public SaaS company multi-product stories.

For most SaaS companies, the upfront cost to acquire a customer is greater than the first year of gained gross margin, meaning the paybacks take longer than a year and most profits are created over time through high retention rates and thus high lifetime value (LTV). Adopting a multi-product approach where a company cross-sells more products to current customers should in theory improve unit economics by adding more gross profit with meaningfully less acquisition costs. Older cohorts then can become incredibly profitable and that margin can be invested in R&D for new products to enhance this flywheel. Put simply, you have more ways to win by being a multi-product company with Act II, III, IV, and beyond. This is summed up well in a 2020 HubSpot transcript where CEO, Founder & Chairman Brian Halligan spoke about the “Clydesdale Rule” and how it related to HubSpot’s multi-product strategy; one Clydesdale horse can pull 1,000 pounds but if you add a second Clydesdale that can also pull 1,000 pounds, the two combined can pull 4,000 pounds i.e., 1 + 1 = 4. The “Clydesdales” are HubSpot’s different products or Hubs (Sales, Service, CMS, etc). They’re built on shared services underneath, the UI is the same and it’s the same data model. HubSpot’s Hubs are greater than the sum of the parts – a true platform. And once you’re a platform with many hooks into a single customer or market, it can create a significant competitive moat.

With that said, there are considerations and potential risks to pursuing a multi-product strategy as outlined below. In today’s challenging macro environment, start-ups could consider investing more in R&D to create additional long-term vectors for growth while the short-term selling environment is turbulent. There are many considerations depending on a company and end market (and of course resources) and below are some key questions to consider:

Multi Product Considerations  - 11:02AM ET 4/4/23

There are many other multi-product public company success stories such as Datadog*, Atlassian, ServiceNow, Veeva, and others. We analyzed HubSpot since the company has excellent disclosure available in its filings and it’s clear in almost every metric how the company’s multi-product strategy has contributed to durable revenue growth, improving efficiency and margins, and free cash flow. HubSpot began its journey as a public company with $108M of implied ARR from one product (Marketing Hub), 83% net dollar retention, and (21)% LTM FCF margins. Today, the company is almost $2B of implied ARR with net dollar retention of 110%, ~50% of net new ARR coming from non-Marketing Hub products, and 11% LTM FCF margins. HubSpot’s market cap is up 24.8x or 2,378% since its 2014 IPO and its TAM (total addressable market) has more than doubled to $45B.

As you can see in this presentation , there is no doubt HubSpot’s multi-product strategy contributed to much of the company’s success over the past 10 years. HubSpot meticulously picked off areas of customer pain and created adjacent solutions for its customers’ needs and also sold the products effectively. HubSpot is a great inspiration; there is no doubt a multi-product strategy can pay massive dividends for SaaS companies of all stages and is a strategy that any company should consider, particularly in today’s environment. You can access the entire HubSpot Multi-Product Case Study here .

*Meritech is a current shareholder in Datadog.

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Rebuilding culture for flexible working: how hubspot is creating true equality across locations.

by HRD Connect | Case Studies

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  • Date published: Dec 2, 2021

With annual revenues of $883 million (£661 million) HubSpot is the world’s biggest customer relationship management (CRM) specialist . The Massachusetts-headquartered company, which announced the opening of its first London office earlier in 2021, has won several awards for its employee culture, including Glassdoor’s ‘#1 place to work’ accolade for 2019.

In the wake of Covid-19, HubSpot has adopted a flexible working model in line with the wishes of its employees. This approach is hardly unique, but what really sets the company apart is the effort it has made to reboot its culture; the entire work structure has been completely recalibrated for flexible working, with the goal of ensuring that every employee enjoys equal opportunities, whether they’re working at home or in the office.

Here Meaghan Williams, HubSpot’s culture manager, explains how HubSpot has transformed its approach, going beyond perks and policies to create something genuinely future-proof.

“True remote inclusion doesn’t mean everyone having the same experiences at the exact same time,” says Meaghan Williams. “It’s not about cutting and pasting the office experience into a remote world either. 

“For us, it’s about creating new traditions and norms and ensuring that our culture isn’t limited to a location. [Our goal is to ensure that] you won’t need to come to a HubSpot office to experience culture.”

It’s an ambitious goal: to create an environment in which everyone enjoys the same privileges, opportunities and responsibilities, whichever workplace path they go down. Their goal is to implement a set of tools and values that allow colleagues to work anywhere, whether it be remote or in the office.

Essentially, HubSpot is rebuilding its working policies from scratch. It’s a daunting, but fascinating challenge.

Change and flexibility

One might expect HubSpot to be fully committed to remote work. As a founding member of today’s CRM market, it is at the tip of the digital arrowhead, part of an elite band of companies shaping the fourth industrial revolution. Even before Covid-19, 10% of its employees were telecommuting; staff were encouraged to take unlimited holidays and juggle their working hours around personal commitments.

However the company has decided not to implement remote working for all staff. Meaghan and her fellow people leaders believe the benefits of the office – the sense of community and belonging, the structure it offers certain colleagues, the capacity for huddles and face-to-face planning – need to be maintained. HubSpot has long operated a ‘no-door’ policy, whereby any employee can have access to any other. By creating rigid diktats about work locations, the HR leads fear they may undermine this policy.

“There have been a lot of platitudes about the future of work,” Meaghan says. “Companies are going all in on remote and saying the office is dead. However, our main focus is on allowing people to do their best work. Today, that means working remotely for many people. And it means in an office for others.”

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Drawing on employee surveys as well as panel discussions that sought the opinions of select samples, the HR leads have created three distinct ways of working. Each employee can choose the method that suits them best, and update it if their circumstances change. 

  • Office-based. Employees come into a HubSpot office three or more days per week. When they arrive they get a dedicated desk for laptop, monitor, family photos, plants and anything else they need to create a welcoming office environment. This stream will not receive at-home desk set-up, although they have the option to take their laptop home.
  • Home-based. These team members work the majority of their time at home in a HubSpot-approved space. HubSpot makes sure the WiFi is optimised.
  • Flex. This group comes to a HubSpot office two days a week or less. They will be given WFH set-up and receive a ‘hotel desk’, grouped together with their team where possible, when they attend the office.

When staff were invited to choose their preference of these three options, the responses vindicated the decision to adopt such a multi-faceted approach. 39 percent said they preferred to work from home for the duration of 2021, with 18 percent choosing the office and 43 percent selecting the ‘flex’ option. A fairly broad mix, reflecting the belief that one size does not fit all – even for a tech company.

Building something new

However, this flexibility carries its challenges. During the pandemic many employers, and employees, have highlighted the disparities that flexible working can create; office-based colleagues often enjoy better technology, greater communication with colleagues and healthier long-term opportunities. Earlier this year, the CIPD warned of creating a two-tier workforce, highlighting research that drew attention to a series of flexible working ‘notspots’ across the UK .

This is something HubSpot is desperate to avoid. Rather than simply upgrading their working practices, bolting on certain policies that are favourable to remote workers, they want to build something completely new, a culture which is both neutral and responsive.

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On the most basic level, this means putting concrete policies in place. For example HubSpot is striving to ensure that 70 percent of its new job postings are location-agnostic, and the vast majority of jobs are posted with all three location options available. At the same time, the company has removed all office-based perks for both 2021 and 2022; in HubSpot’s new normal, presenteeism is very much discouraged.

But the new agenda goes way beyond rules and tick-boxes. To create a truly hybrid-centric culture, Meaghan and her team want to educate their people. In fact, they are striving to educate every single person in the company on what the new culture means. 

As well as onboarding new team members, the people leads want to re board existing colleagues, particularly managerial staff. People managers and team leads are receiving dedicated training and workshops on key themes  for hybrid working, such as inclusive hiring and psychological safety. They will also be given specific training on how to tackle proximity bias, backed up by key recommendations – such as opting to dial in remotely, rather than from the office, when other team members are doing the same.

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Technology and learning for the future

Much of the learning focuses on technology. HubSpot has amassed a vast suite of digital tools including Zoom, Gmail, Slack, Loom (a video messaging system) and Confluence, a web-based wiki developed by Australian company Atlassian. The company has even trialled a virtual-reality platform that enabled participants to build an avatar, walk around the virtual space, and even hear their voices and connect in real time as if they were in the office.

But how should each piece of technology be used? How can HubSpot adapt each individual tool to ensure it is fair to all colleagues, regardless of their location? The HR team have spent hours poring over these questions, working out a roadmap that they can share with their people.

“Communication is key when you’re on a co-located team,” Meaghan says. “But when you are new, and especially when you’re remote, it’s incredibly hard to figure out what to use when. So our L&D, IT, and Internal Comms teams are joining forces to help people understand how to use each technology in a way that is thoughtful and inclusive.”

These education programmes will serve to embed big-picture principles, like the need to prioritise each piece of technology, finding the tools for each situation, and deliver intentional communication, thinking clearly about the message they want to convey with each contact.

At the same time, the programmes will allow the training leaders to encourage nuts-and-bolts practices, like adding time zones to Slack profiles and using the ‘Remote Brains Trust’ channel to share tips and pain points.

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In parallel with this focus on existing staff, the HR leads want to create a better learning experience for new starters – wherever they are joining from.

Meaghan and her colleagues are striving to increase the percentage of work that can be done asynchronously, so new hires can work through material at their own time during open windows rather than having to be in the classroom together at all times. And they want to create a more inclusive, compassionate approach, in which every new starter can get the most out of their learning. 

In pursuit of this latter goal, the new hire training team is moving away from big onboarding groups. They want to shift the focus towards smaller hubs, with more facilitators, so everyone feels heard and welcome and there’s plenty of time to ask questions.

Promoting wellbeing and avoiding burnout

This wraps into HubSpot’s wider focus on wellbeing, particularly the issue of burnout, which continues to cause major problems for the global business community as lockdowns drag on and travel opportunities remain limited.

HubSpot’s strategy for tackling is headlined HubSpot Unplugged . Again, it is designed to ensure that every employee is given the necessary protection – no matter where they work, and whether they actively seek help or not.

In 2020 HubSpot created regional rest days, dedicated days off work based on the unique needs of each employee across the company’s 10 global offices. In 2021, this was expanded to create a Global Week of Rest; between July 5 and 9, HubSpot gave all staff a company holiday week, allowing them to take time off and recharge at a time when many regions were still grappling with local lockdown measures.

To augment this policy, the people leads have established no Internal Meeting Fridays. To help combat Zoom fatigue and restore that treasured ‘Friday feeling’, team members have been actively discouraged from booking meetings. Instead, they are invited to use the time for deep work or set up their agendas for the following week, so they can hit the ground running.

Finally, the people leads have driven an increase in mental health awareness programming. New programmes have been added for employees to listen, learn and identify ways to prioritise their mental health at work.

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Now, in the second phase of this approach, HubSpot has rolled out a framework called the 5 Rs: 

  • Rest: Introducing an Annual Global Week of Rest
  • Recharge: Having ‘No Internal Meeting Fridays’
  • Reboard: Supporting Managers With Focused Resources
  • Resilience: Offering a Workshop Around Sustainable Performance
  • Root Cause: Solving for the Long Term with Workforce Planning and Resourcing

“Fixing burnout isn’t just checking a box,” Meaghan says. “There needs to be ongoing preventative measures on battling it and the 5 Rs framework includes a mix of short term and long-term thinking and action.”

Like many companies, HubSpot is still in the nascent stages of its post-Covid approach. It will take time for the results to trickle down. But the early signs are encouraging. Aside from its impressive financial performance, the company continues to collect excellent feedback from its own employees. The 1,894 reviews posted on Glassdoor reveal an overall approval rating of 4.7 percent, with 93 percent of respondents saying they would recommend the company to a friend.

These glowing reviews, in turn, will translate into better performance and an even stronger company culture. HubSpot is particularly big on values – its founder, Dharmesh Shah, has published a huge culture book which emphasises the need to maintain these values at all times.

By rebuilding its entire culture to suit the post-pandemic reality, HubSpot believes its people will continue to act as ambassadors for the brand, no matter the turbulence that the next few months has in store.

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How Handled Scaled From Zero to 121 Locations with HubSpot

Learn how home moving company Handled uses the HubSpot CRM platform to automate their sales, marketing, and customer service processes.

blue house on a green background

121 new locations in 18 months

360° visibility into leads and customers

About Handled

Handled is a no-stress, no-surprises home services concierge. Combining technology and the human touch, it curates services like moving, packing, storage, junk removal, cleaning, landscaping and home repairs.

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Disrupting the Home Moving Industry

No one likes to move homes. It’s a stressful and emotional experience.

Seth Waite, President, and CEO of Handled, saw an opportunity to disrupt the moving industry if he could find a way to make the experience more personal and efficient.

So Seth partnered with colleague Jim McBride to co-found Handled in a joint venture with UniGroup (a global transportation leader and parent company to United Van Lines and Mayflower Transit).

Seth and Jim would use Handled to develop a new model of moving that would use technology and high-level service reps to deliver a personalized, top-notch concierge service to its customers.

Seth explains, “The experience of moving is emotional, so service and trust is key. We wanted to use technology to reimagine the experience to make it easier and more efficient.”

To reinvent the traditional moving model, Seth would need a CRM platform with automation baked in to create efficiencies and give his “concierge team” the tools they need to solve problems on the spot.

“We wanted to use custom workflows to automate our processes, which would free up our concierge customer service team to provide top-level service,” says Seth. “It was a different way of thinking — and finding the right technology to do it was critical.”

He also needed to find a platform that could bring together sales, marketing, and customer service onto one platform because his timeline was extremely short — he only had 90 days to launch.

Seth had used a number of CRMs over the years, including Salesforce and Pipedrive. He found Salesforce to be overly complicated, expensive, and a poor choice for developers. Pipedrive, meanwhile, lacked the connective tissue needed to make it a central hub for businesses.

In contrast, HubSpot solved all of these problems and could truly form the center of Handled’s customer experience. After meeting with a HubSpot consultant, who showed Seth and his team how they could leverage the platform even more than they conceived, Seth and his team decided to go all-in.

Thus, Handled launched on the HubSpot CRM platform, implementing Marketing Hub , Sales Hub , Service Hub , and CMS Hub .

To get the most out of the product, the Handled team also took advantage of HubSpot’s Premium Consulting for in-depth strategic and technical guidance, implementation, and customization.

Scaling from Startup to Enterprise with the HubSpot CRM Platform

The HubSpot CRM platform was central to Seth’s ability to grow Handled from a startup into an enterprise company. “Our ability to scale is directly tied to HubSpot and all its resources,” says Seth.

Some of the benefits Handled attained with the Hubspot CRM platform are:

Handled uses hundreds and hundreds of workflows to manage its sales, marketing, and customer service processes for the entire buyer’s journey. The efficiencies created by this automation freed up the concierge team to provide responsive, personalized service.

Seth explains, “We freed up bandwidth by tying workflows to tasks. As soon as events happen, they trigger the next stage in the process, which moves customers and contacts through our pipeline in an automated way.”

Programmable Automation

To stay efficient as they scaled, Handled automated even its most advanced business processes using HubSpot’s programmable automation.

Programmable automation enables users to automatically execute JavaScript code, trigger webhooks, and more whenever certain CRM criteria are met. Handled used it to send signals to third-party services and pull data back into the HubSpot CRM platform.

“We use programmable automation to connect HubSpot to all our apps and enrich our CRM with valuable third-party data,” says Seth. “It gives us ultimate flexibility to streamline processes, save time, improve efficiency and, ultimately, maintain a remarkable customer experience as we grow.”

One CRM System of Record

Having one system of record for sales, marketing, and customer service was also critical to Handled’s success. It gave every team member 360-degree visibility into leads and customers, empowering them to deliver concierge-level service and work cross-functionally to answer questions and resolve problems.

“Having all this information in a single place empowers our cross-collaborative team to champion customer experience at every stage,” says Seth. “They can see exactly what’s happening and solve problems without having to talk to seven other team members and call customers back the next day.”

Having a single source of truth also shifted the focus from fault-finding to team collaboration.

“Everyone can see what’s going on in HubSpot, which changes the conversation from ‘who’s going to get into trouble’ to ‘how do we create a five-star experience?’” says Seth.

Meeting COVID-19 Surge in Demand

When the coronavirus arrived in the spring of 2020, Seth worried that people might stop moving homes and his new business venture would collapse.

But to his surprise, demand for moving services surged, particularly among younger people.

This younger demographic wanted a digital-first moving experience, which is exactly what Handled provides with the HubSpot CRM platform.

“HubSpot allowed us to connect directly with this new segment of consumers at a crucial time,” says Seth. In fact, Seth’s team developed a campus moving program to help over 6,000 students move their belongings home after leaving campuses abruptly during the lockdown.

“We set up the entire product and process in just a few days with HubSpot and sold the service to 13 universities,” says Seth. “It was a game-changer for us.”

HubSpot Professional Services

When Seth decided to launch Handled, he had only 90 days to bring it to market. He managed it with HubSpot’s support team and Premium Consulting service, which were particularly critical in the last days before launch.

With Premium Consulting, the Handled team could speak with HubSpot inbound and technical consultants on a weekly basis. This dedicated guidance gave the Handled team the insights they needed to optimize their use of the HubSpot platform.

“We were stuck on a couple of issues,” says Seth. “At 3:00 in the morning, we reached out to HubSpot support. They worked through the problem and gave us two or three different ways to solve it. Within 10 minutes, this huge issue that had stopped us in our tracks was resolved. Our CTO was literally crying tears of joy.”

121 Locations in 37 States in 18 Months

With the help of HubSpot, Seth and his team scaled Handled from zero to 121 US locations in 37 states in just 18 months.

Handled was such a success, it was acquired by UniGroup in early 2021 with plans to provide its digital-first processes to an even broader base of customers through UniGroup companies United Van Lines and Mayflower Transit.

Today, Seth credits HubSpot as a central element of Handled’s tremendous success.

“HubSpot is the hub for our entire business,” says Seth. “It allowed us to move incredibly fast. We couldn’t move as quickly as we did as a company without the ability to pull everything together into one simple, smooth place. It’s phenomenal.”

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Start Growing With HubSpot Today

With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier.

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HubSpot CRM Integration for Jira

  • Jira Service Management
  • Jira Software

Hubspot and Jira integration – boost of energy for your CRM. Get all the information you need at your fingertips

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Issue view with all the essential information

Integrate Jira with HubSpot and enjoy data simultaneously with other Jira’s features. Keep an eye on data and use them even without HubSpot access. It’s you who picks up the user and the details you want to display.

hubspot atlassian case study

HubSpot objects in Jira custom field

Link issues with HubSpot objects and stop hopping between tools. Integrate the data you need, search issues with JQL as always, and be up to date – all thanks to custom fields. Keep data together and transparently.

hubspot atlassian case study

Run high the teamwork

Use the full potential of two of the most popular tools in their categories. Combine them and skyrocket cooperation between Jira-based and HubSpot-based teams with just one app. Don’t waste the power of synergy.

hubspot atlassian case study

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Jira integration with HubSpot is a key to filling the gap of missing integration for companies using both tools. Improve cooperation between the HubSpot-based teams: marketing and sales, and Jira-based: second and third support lines, DevOps. Make it faster, and more efficient. Install the app and enjoy seamless integration.

  • Connect with ease: tell us which HubSpot properties you want to display on the Jira issue view, and voilà!
  • All HubSpot contacts are sync via their email addresses. You can see information on all types of projects: business (from Jira Work Management), software (from Jira Software), and service (from Jira Service Management).
  • Safety first! We don’t store CRM information in Jira. All GDPR restrictions are maintained.

💰 This integration works for free and paid HubSpot accounts.

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How Luxury Brands Market and What You Can Learn

Jenny Romanchuk

Published: February 15, 2024

I don’t easily fall for ads or grab products because of marketing tricks. Okay, okay…unless it’s a suitable luxury brand marketing strategy like a catchy video.

woman shapes luxury brand marketing strategy

In that case, I transform from someone who ignores ads to someone who needs that head-turning perfume as soon as possible.

Do I really need it? Not at all.

Do I still put it in my shopping cart?

Guilty — I admit.

That’s how good marketing works—even the strongest fall. So, in this piece, I’ll explore the top strategies from the best luxury brands worldwide and share the secrets you simply want to know.

Download Now: Free Marketing Plan Template [Get Your Copy]

Luxury Brand Marketing Strategy

How that applies to other businesses, in the real world.

Top luxury brands understand that customers seek more than a product. It’s a journey, exclusive and special: quality, craftsmanship, and artistic flair.

It’s about making you feel sophisticated, high-class, and part of something big.

I’ve researched seven popular brands and selected some of their best strategies to help you understand how luxury brands market .

Let’s get started.

Louis Vuitton — Strategic Collaborations

Besides its fancy stores with shiny fronts, Louis Vuitton is super active on social media.

They love teaming up with celebs and thus make their stuff even more desired because, well, if celebs wear it, you know it’s cool.

For instance, check this collaboration with Belgian rapper Hamza Saucegod and Pharell:

hubspot atlassian case study

Free Marketing Plan Template

Outline your company's marketing strategy in one simple, coherent plan.

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You're all set!

Click this link to access this resource at any time.

Lamborghini — Selling the Experience

Why don’t we see Lamborghini in a TV commercial?

Because the brand has an exclusive niche market, the company knows it’s not cost-effective to show such cars to a broad audience when only a few can afford them.

So, what is Lamborghini's luxury brand marketing strategy?

The Lambo team focuses on the continual improvement of their products and creating exclusive offers to attract customers:

“It’s necessary to continue this path of growth with products that are more and more attractive to the market but that at the same time also have higher margins,” says Paolo Poma , chief financial officer and managing director of Automobili Lamborghini.

One of these exclusive offers is Lamborghini Winter Academy. This is where all car enthusiasts can learn how to drive a Lamborghini in the snowy Alps.

Since 2012, Lamborghini’s Esperienza Accademia Neve in Livigno has been a go-to for on-ice driving courses.

This three-day program, guided by expert instructors, teaches participants how to handle Lamborghini cars in low-grip situations. The package includes a stay at the luxurious hotel, too.

hubspot atlassian case study

He explains, "The brand has consistently sold to an upper-class target market that consists of mainly men over the age of 35.”

The key here is subtlety.

“Its clever marketing and PR tactics, along with its choice of sponsorships, portray a brand which represents sports, success, and elitism,” according to Roumeliotis.

What I like: Rolex’s marketing strategy revolves around being in the right place and time.

That’s how they gained popularity in the past, and today, they continue following the same path to maintain their reputation as the best watches in the world.

Cartier — Following the Trends

Speaking of watches and jewelry, one particular Cartier campaign stands out prominently in my memory — Clash de Cartier with Lily Collins, aka Emily in Paris .

Emily in Paris is this huge show that drew in about 58 million households for its first series. The latest series scored an incredible 1.4 billion streaming minutes in just the first five days.

So, using Lily Collins’ popularity was a genius idea, considering her massive fan base. Even a short YouTube video with her got over 12 million views, proving this collaboration was a hit.

hubspot atlassian case study

3. Create memorable experiences and evoke emotions.

Learn from the playbooks of Porsche and Lamborghini — get into experiential marketing. Give your customers something valuable, something they won’t easily forget.

You can go with different events, webinars, or whatever aligns with your business. Then, focus on emotions , as Chanel does with its short films.

Find your way to customers’ hearts — it’s about what they want, not just what they need. Luxury brands show people buy from desire, not necessity. Ensure your message resonates.

Let’s move from B2C and see how B2B can steal luxury marketing strategies.

I took Adobe as a perfect B2B example because it recently used two strategies we’ve just discussed.

The first one is Adobe Summit .

With a lineup of over 200 in-person sessions covering analytics, B2B marketing, and personalized omnichannel engagement, the summit provides a fantastic learning experience.

This approach closely aligns with Porsche’s and Lamborghini’s experiential strategies. Attendees are not just passive participants; they actively learn, engage, and share opinions.

hubspot atlassian case study

Don't forget to share this post!

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5 Steps to Create an Outstanding Marketing Plan [Free Templates]

5 Steps to Create an Outstanding Marketing Plan [Free Templates]

A free template to hep you plan your marketing strategy.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

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hubspot atlassian case study

Công nghệ cao cấp

US, Ireland, and Australia

JIRA Software

"Tôi có thể nói rằng chúng tôi sẽ hoạt động kém hiệu quả hơn nếu chúng tôi không có cơ cấu làm việc hợp tác, tích cực như vậy do [Atlassian] cung cấp".-- Jim O'Neill, giám đốc IT, HubSpot

Với kiểu văn phòng mở, 1 tủ lạnh đầy bia, và việc thay đổi nhân viên thường xuyên, thật khó tin rằng HubSpot, một công ty phần mềm về bán hàng và tiếp thị hàng đầu, lại không phải là một doanh nghiệp mới thành lập.

Thành lập vào năm 2006, HubSpot hiện có hơn 700 nhân viên và nhận thêm khoảng hơn 30 người một lần trong tháng. Khi bạn phát triển nhanh như thế, làm thế nào để bạn giữ đúng nguyên tắc sáng lập của mình là sự tương tác và minh bạch?

Theo giám đốc IT của HubSpot, Jim O'Neill, công ty đã duy trì nền văn hóa sáng tạo, bắt đầu với các sản phẩm chính của Atlassian, Confluence và HipChat.

Giống như Atlassian, HubSpot sử dụng wiki, Confluence, như là hệ thống quản lý tri thức của nó, nơi mà các ý tưởng được nuôi dưỡng từ đầu đến cuối. Theo O'Neill, các kỹ sư và nhân viên điều hành tại HubSpot cảm thấy thoải mái vì các hộp thư đến và lịch làm việc không bị lộn xộn.

Thay vì trả lời tất cả mọi việc một lần, O'Neill nói rằng câu trả lời mặc định tại HubSpot là: "Tìm trên Wookie đi" (đó là cách gọi thân mật dành cho wiki). Trên Wookie bạn sẽ tìm thấy thảo luận sôi nổi, đa dạng về ý tưởng, tính năng, lộ trình sản phẩm, chiến lược giá cả, biên bản cuộc họp của hội đồng quản trị và nhiều hơn nữa. "

Các kỹ sư của HubSpot dựa vào HipChat và JIRA để phát triển phần mềm với tốc độ nhanh chóng. Bất cứ ai trong công ty đều có thể bắt đầu 1 dự án bằng cách viết chủ đề đó lên wiki hoặc đăng nó trên JIRA.

Khi một đoạn mã mới được sử dụng, chẳng hạn như các bản cập nhật quan trọng, ngay lập tức sẽ được thông báo cho các nhóm qua HipChat. Kết quả là, công ty có thể đưa sản phẩm vào sản xuất khoảng 2.000 lần mỗi tháng, một chu trình triển khai gần như liên tục. Nó thậm chí đã đi xa hơn như vậy khi tạo ra một phần mềm thân thiện tên là Wooster, có thể chế ra các memes cho bất kỳ dịp nào và các kỹ sư chế tạo sẽ để "#shipit" khi giám đốc quản lý sản phẩm đang ở trong phòng.

Confluence và HipChat có thể tạo điều kiện tốt cho 1 môi trường làm việc đông nhân viên như HubSpot, nhưng cuối cùng tất cả mọi người cùng sử dụng chung sản phẩm.

"Tại HubSpot, sự hợp tác bắt đầu từ trên xuống dưới, với các thành viên ban điều hành là một trong những người có đóng góp nhiều nhất cho công ty", O'Neill lưu ý. Ví dụ, Giám đốc điều hành của công ty có thể đăng bài vài phút từ cuộc sau họp hội đồng gần đây hoặc ý tưởng cho sản phẩm trong tương lai lên wiki, và trong vòng 24 giờ bài đăng sẽ nhận được hàng chục ý kiến hoặc lượt like.

"Chúng tôi đã bắt đầu sử dụng Confluence ngay khi chúng tôi có tiền trong tài khoản ngân hàng", O'Neill cười nói "Vì vậy, thật khó tưởng tượng cuộc sống mà không có nó."

"Chúng tôi rất yêu thích phần mềm HipChat," O'Neill nói. "Chúng tôi đã sử dụng nó từ trước khi công ty mua bản quyền sử dụng và rất vui khi họ làm như vậy." Một phần của khuyến mãi thêm của HipChat là nó hỗ trợ cho các nhóm và khách hàng khác nhau, bao gồm cả điện thoại di động, ông nói thêm.

How Atlassian gave its marketing team more agility

  • Watch the Video
  • Download the Case Study (PDF)

atlassian16

www.atlassian.com

Making a leading software company even more agile

Atlassian is a software company based in Sydney, Australia. Its most popular products are the issue tracker JIRA and the collaboration tool Confluence. Today, it has annual sales of $160 million, over 40,000 customers and more than 1,100 employees in Amsterdam, Austin, Gdańsk, Ho Chi Minh, Manila, San Francisco, Sydney and Tokyo.

Atlassian's mission critical website was aging and becoming unmanageable, and it decided to start looking for a content management system. With Magnolia, Atlassian is able to utilize its website as an ever-evolving global marketing and sales channel for its growing business. Magnolia has increased the interactive marketing team's agility significantly - just like Atlassian's tools make developers more agile.

The Challenge

The solution, enable more efficient content creation, management and site development.

Atlassian’s interactive marketing team is responsible for the company’s only sales channel - Atlassian.com. The team creates content and videos and is responsible for all marketing activities. Since there is no traditional sales team at Atlassian, these activities are mission-critical.

Atlassian.com was over seven years old and had no content management system. Instead, the 1,200 web pages were generated by 2,000 JavaServer Pages (JSP) files, a technology that allows developers to put dynamic functionality into HTML.

Content, layout and functionality were mixed up in the JSP files. As a consequence, the division of labor between developers, authors and designers was difficult, susceptible to errors and costly. Just to correct a spelling error, a copywriter had to go through a developer every time. A product release campaign would typically take two weeks to publish to the web.

An agile and easy-to-use CMS

The issues with the corporate website led Atlassian to start evaluating content management systems. Because Atlassian has profound technology know-how inhouse, the marketing department didn't go through a long process of reviewing different vendors.

The fact that Atlassian is a Java shop facilitated the decision on a more technical level. Magnolia fit into the existing architecture perfectly and also enabled integration with the following third-party products:

  • Optimizely (A/B testing)
  • Google Analytics
  • Clickdensity (analytics)
  • Google Custom Search Engine
  • Google Website Optimizer

Battle-testing Magnolia

Although Magnolia seemed like a natural choice to Atlassian, the company wanted to make sure that it met its expectations. Magnolia was therefore evaluated in two pilots. As Atlassian was expanding into Europe, the first pilot project used Magnolia to set up multilingual web pages.

The CMS requirements were clear:

  • Support for internationalization and localization
  • Delegated authoring
  • Staging and QA
  • Must fit into existing architecture
  • Separation between layout and content

Two pilots: internationalization and Angry Nerds

Within three months, Atlassian had delivered an internationalized version of Atlassian.com. By taking advantage of Magnolia features like built-in translation and templating, Atlassian created 41 pages, encompassing 33 countries and 10 languages. You can still see the result of this pilot by visiting www.atlassian.com/local. However, even after the successful pilot, Atlassian’s IT staff were still worried about how Magnolia would scale.

Atlassian decided to use Magnolia for a humorous “Angry Nerds” microsite, which went viral the same day it was released and attracted one million page views. Atlassian.com usually receives one million page views per month. The Magnolia server (where the microsite was running) was able to deal with the traffic, while the main website on the old JSP needed emergency attention from sysadmins to keep running, due to the sudden spike in traffic.

atlassian-corporate-site

A rebranded international website and boosted marketing agility

Moving to Magnolia was a fresh start for Atlassian. The company used this opportunity to redesign, restructure and rebrand the entire Atlassian.com site.

Thanks to decoupling content from functionality and layout with Magnolia CMS, content editors can create quick, fantastic looking campaigns, publish content and notify translators via the workflow when there’s content to be translated, without any need for a developer.

Editors are not the only group at Atlassian whose work was made easier by Magnolia. Developers appreciate Magnolia for its versatility and for how it allows them to pool resources. Magnolia helped Atlassian get things up and running very quickly and has nurtured efficient collaboration.

With Magnolia, Atlassian is able to utilize its website as an ever-evolving global marketing and sales channel for its growing business. Magnolia has increased the interactive marketing team's agility significantly - just like Atlassian's tools make developers more agile.

Atlassian-horizontal-blue@2x-rgb

“As a developer-focused company, we're constantly preaching to developers that they need to be more agile. So we were looking for something that brought that agility to the content management of the website. Magnolia was recommended by a colleague and I found it really straightforward to get installed. Once it was on my laptop, I just knew that this was it. It was so easy and made sense to all our content editors and translators. ”

mark-halvorson

Mark Halvorson

Head of Creative Strategy and Video, Atlassian

“With Magnolia, content editors are not only able to edit copy in paragraphs, but also have the ability to create and customize rich interactive features. For example, if you have an interactive screenshot, with clickable and hoverable areas, editors can simply enter parameters themselves. Since this customization can be done without the aid of a javascript developer, it saves the web development team time that can instead be used to implement more customizable features to provide a stunning website.”

william paoli

William Paoli

Engineering Manager, Atlassian

Get started with a Magnolia demo

Get a customized demo of how Magnolia can help you create fully integrated digital customer experiences and speed up your digital delivery.

  • Book a free demo

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Related Magnolia Features

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Personalize and optimize your digital experiences

Create digital experiences that resonate with your target audience without touching any code—all on a single platform.

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Magnolia Headless CMS

Manage content in one hub and reuse it across the web and all your channels. See why Magnolia is great for headless — no need to sacrifice authoring experience and enterprise features.

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Visual Single-Page Apps (SPA) Editing

Create amazing customer experiences in headless projects. The Magnolia Visual SPA Editor gives marketers the autonomy to edit all layout and content, and preview any SPA experience in-context. Just how they edit websites.

HubSpot Content Marketing Case Study – What Makes HubSpot’s Content Marketing Strategy Unbeatable

Banner

When you talk about a killer content marketing campaign, what is the first name that comes to your mind? For most of us in the content world, it is probably HubSpot . You run a quick Google search on anything content creation and marketing, and there is at least one HubSpot article among the top 10 results. This SaaS marketing company has become one of the most trusted sources of information and a well-known name for content marketers the world over. From in-depth B2B content marketing guides to their state of marketing reports, HubSpot has gradually grown into a go-to knowledge hub for both new and seasoned content marketing professionals. This HubSpot content marketing case study takes a closer look at HubSpot’s content marketing strategy over the years, how they took inbound marketing to a whole new level and what we can learn from this winning strategy.

A brief history of HubSpot

The inbound revolution, hubspot’s content marketing plan, types of content in the hubspot content marketing strategy, how does hubspot pull off such an elaborate content marketing strategy, what we learned from the hubspot content marketing strategy.

hubspot atlassian case study

TL;DR Here’s a video on the HubSpot content marketing case study to give you a quick glimpse:

It was in 2004 that two fellow MIT graduates, Brian Halligan and Dharmesh Shah, noticed a changing trend. They noticed that modern consumers no longer wanted to be bothered by pushy sales calls and emails. They had, in fact, learned how to ignore these attention-seeking bids from businesses and do their own research to make well-informed purchase decisions. Thanks to the internet, they could learn a lot more themselves than what a salesperson could tell them about solving their problems. They wanted to see honest product reviews , compare products and get their hands on unbiased, genuine information.

Brian and Dharmesh saw this as an opportunity to change the course of marketing and make use of what is called the inbound marketing strategy. Inbound marketing does not sell a product but rather offers a solution to the consumer, and helps them discover the product on their own. No harassment from innumerable unsolicited calls and emails. This idea gave birth to HubSpot in 2006.

HubSpot’s intention was to create a level playing ground for smaller businesses and startups that did not have the means to spend on huge advertising and outbound campaigns. It started off as a small community offering consultation for inbound marketing to startups but began to grow rapidly, catering to bigger businesses as well. Gradually HubSpot’s solutions ventured into all aspects of inbound marketing including social media, website optimization, SEO, and more. By 2010, HubSpot’s revenue grew to $15.6 million and this was its first big step towards becoming the multinational company we know today. It released multiple free tools for inbound marketing and there was no stopping them from this point forward.

Well, if they were helping others win over customers with inbound marketing, HubSpot had to practice what they preach. So, like any other inbound marketing plan, they first needed to identify their target audience from among the masses. They had to decide whether their company caters to B2B customers, B2C customers, business owners, or individual marketers. They started off by focusing on small and mid-sized business owners and marketing managers.

Their aim was to offer a solution for inbound marketing which their software tools already did. But they realized that their customers can only implement inbound marketing effectively if they knew the fundamentals. This urged them to make the first move in their inbound content marketing plan – starting the HubSpot blog.

But that was not all that HubSpot did to add some real value for its prospects.

Blogging has been central to HubSpot’s content marketing plan, but with time they have diversified and included several other forms of content in their strategy too. In fact, the very reason why HubSpot content marketing has seen such immense success is because they did not just stop at blogging or rely on a single channel for creating brand awareness.

HubSpot content is presently categorized into the following sections on their website –

Newsletters

Social media content.

Let’s take a better look at what HubSpot has done with each of these categories of content.

HubSpot took its blog very seriously, right from the start. As a visitor to their site, you would be instantly impressed by the fact that they have categorically separated their blog content for different niches. There is a different set of posts each for –

  • Industry news

HubSpot blog

Apart from simplifying our search for relevant content on the blog, this segregation had its own benefits for HubSpot’s segmentation too. By separating their sales and marketing content, HubSpot was able to capture leads from different segments of their audience. People from marketing backgrounds who want to learn more about attracting an audience and generating leads would engage with the Marketing blog posts.

People from sales who are responsible for converting leads into qualified prospects and then into paying customers would go to the Sales blog to learn more about smart selling. The same goes for customer service and website optimization.

HubSpot has software products for all of these categories. Based on which visitor engages with which category of content of their blog, HubSpot can generate an appropriate strategy for pursuing these leads. So they’re not only providing more purposeful content to the prospect but also recommending the right products, increasing their chances of conversions.

Categorization of blog content is a crucial step in audience segmentation and we’ve witnessed this in our Airtable content marketing case study as well.

The next category of content is their newsletter, The Hustle, which shares business and tech news to get you updated in just 5 minutes. But HubSpot has not left the newsletter’s content exclusively hidden behind a subscription. They also share news and updates on their site.

This again serves as a smart way of appearing in searches for recent industry news and events. People who are interested in industry updates may be potential customers, making this yet another opportunity for capturing leads for HubSpot. The news page has an opt-in form where readers can sign up for the daily 5-minute news roundup that is their newsletter.

HubSpot newsletter - The Hustle

HubSpot’s visionary content marketing strategy is evident from the fact that the company has not stuck to traditional content marketing and has adopted different content formats quite early on in their journey. Statistics show that textual content alone is no longer enough to engage your audience and other formats like video and audio content are quickly catching up. The demand for online video content has almost doubled since 2018. But as many other businesses were still contemplating the value of videos, HubSpot understood it more than a decade ago. The HubSpot Marketing YouTube channel was launched as early as 2007, and currently offers over 400 free marketing tutorials.

HubSpot Marketing YouTube channel

They have another YouTube channel for HubSpot that focuses on promoting HubSpot Academy and HubSpot’s software products. HubSpot Academy is the company’s educational hub for inbound marketing, sales, and service, offering both free courses and certification.

YouTube content seems to play a vital role in a company’s content marketing success. In our case study on Notion’s content marketing strategy , we found that Notion too shares a significant amount of educational and informational content on their YouTube channel, which audiences love. If your YouTube strategy is still in its early stages, these companies could serve as a great example.

HubSpot has also hopped onto the podcast bandwagon sooner than most other brands. Podcasts are the new rage in content marketing. Podcast listeners have grown by almost 29.5% in just 3 years between 2018 and 2021. And HubSpot is not letting this opportunity pass. Statistics from the U.S. show that more than half of podcast listeners in the country are between the age of 12 and 34 years . Though their podcast section is relatively new, HubSpot has made sure to connect with this younger section of their audience through a channel they have been increasingly engaging on.

HubSpot podcasts

Apart from creating highly authoritative blogs and articles filled with content marketing stats and data, HubSpot also invests considerable time and effort in creating other insightful resources for its audience. The Resources page lists everything that their customers could ask for, from free tools to templates, ebooks, guides, and more. So if you Google for a blog post template or an ebook template or a social media marketing guide on Google, there is every probability that you will land on Hubspot’s resources page.

HubSpot also conducts its own research on various areas of digital and content marketing each year and publishes the reports as gated content on its website.

HubSpot’s social media content strategy is on point as well. It has a widespread presence on almost all the popular social media channels, from Facebook to LinkedIn. The social media accounts are very active, making sure that they don’t just have a presence but are seen often by their followers.

Their social media content is rarely self-promotional and more educational, with lots of quick tips and valuable information for marketers, business leaders, and other prospects. Apart from the occasional event promotions and company news, they mostly share content that their audience would be drawn to because of its relevance and value. For instance, a common theme we noticed was sharing tidbits and quotes from HubSpot’s leadership. Here’s an example from their Facebook page.

Leadership tips from HubSpot

There are more from their CEO, Marketing Director, CPO, and others. This is certainly a discreet way of promoting their content (like the podcast in the post above) while also sharing these nuggets of information with people who can benefit from them.

HubSpot also banks on humor and wit to make its social media content more engaging. Here’s what we’re talking about.

Engaging social media content by HubSpot

This post from their Instagram feed is both funny and relatable to their audience, given the current remote work situation everyone is dealing with.

Overall, every different type of content that the company creates for every channel is very closely aligned to what they call the ‘ HubSpot Customer Code ‘. The tenets of their customer code always dictate them to put the customer’s interest ahead of the company’s.

HubSpot Customer Code

These principles that HubSpot lives by and advocates were formed after conducting extensive surveys to learn what their customers wanted. But bringing this customer-first approach into content marketing is not an easy task.

Here’s what we observed when researching their content across various channels for the purpose of this content marketing case study on HubSpot. HubSpot’s content marketing strategy relies heavily on the following content marketing tactics:

1. Thought leadership content

2. content repurposing, 3. updating existing content, 4. creating well-defined audience personas and segmentation, 5. creating high-quality, valuable, learning-focused content – hubspot academy.

HubSpot went head-on into building its image as a thought leader in the industry. Thought leadership is at the heart of HubSpot’s blog content strategy . Their content tries to explain complex concepts in a highly simplified way to marketers, irrespective of their industry. From detailed guides to how-to articles to articles based on their own experiences and internal strategies (like the one below), HubSpot has never failed to deliver something worthwhile and new to its audience.

HubSpot's content shares internal strategies and experiences

They have insightful and relevant content for each stage of their audience’s journey, be it for beginners or managers and leaders at an advanced stage in their careers.

Blog content for all stages of a customer's journey

HubSpot’s content tries to answer all their questions, share research and data that people find worth linking back to, and thus, build a loyal following for the brand.

Nothing can be achieved without hard work and effort, but HubSpot also does some smart work. The HubSpot blog is their biggest asset and it is managed by a big team. And they make good use of their blog content through content repurposing . A large part of the video content on the company’s YouTube channels, for instance, is repurposed from their high-authority, long-form blog posts or research reports.

Take this video on the Top 7 Email Marketing Tools on the HubSpot Marketing channel for example.

HubSpot YouTube channel

This video is repurposed to discuss the top 7 tools from a longer list they shared in one of their blog posts (refer image below).

Content repurposing

They have also been repurposing their research reports into various formats, including blog posts with engaging graphics, ebooks, and more. They also repurpose videos from their Inbound Marketing conferences into more easily accessible YouTube videos.

So, content repurposing takes a major load off their shoulders, especially when creating videos or social posts.

Another very important thing that HubSpot has realized over the years and implemented very effectively is the practice of updating old content . Search engine algorithms keep changing and what was good for SEO a few years or even a few months ago, may not be enough for ranking at the top today. Back in 2014 itself, HubSpot discovered that 76% of their blog’s page views are of their old posts. This means their old posts are ranking well but it is likely that most of the data and information in these posts are outdated. This could cause the post to drop in search rankings.

To prevent this, HubSpot carries out what they call ‘historical optimization’. Historical optimization is the practice of optimizing old posts to update all the information and generate more traffic and conversions from them. The post need not necessarily be years old. It could even be a month old, but if there is anything that can add more value to it, HubSpot doesn’t shy away from updating it.

Here’s an example.

How to update existing blog content

Take a look at the time stamp on the post below.

HubSpot's historical optimization strategy

The HubSpot blog team has been able to increase views of old posts from organic search by nearly 106% through historical optimization.

Every HubSpot content page that you look at, you are bound to notice how neatly segregated their content is for different audience personas. Be it the blog or the podcasts, there are well-defined categories for marketing, sales, leadership, startups, and more. This practice of having clear audience personas that the content marketing team can understand has paid off for HubSpot.

It has allowed them to create engaging, relevant content for each of their audience/customer segment. Their approach to creating content for marketers is different from that for salespeople, giving them more clarity on the kind of content they need to create. When the audience persona is well-understood, your content goals are clearer, and creating quality content that aligns with these goals becomes easier.

Lastly, a common theme that you will notice throughout HubSpot content on all channels is that they are rarely pushing their products. Content marketing for HubSpot is more about helping its audience learn. The free and paid certification courses that they offer through HubSpot Academy also work on this principle.

The purpose of the content is to educate the participants, and they are later required to practice what they have learned with the help of HubSpot tools. This way they are able to capture new users on their free tools, through valuable content alone. When users experience first-hand what the tools have to offer, they are more likely to trust the products and convert into paying customers.

This HubSpot content marketing case study was a learning effort and a fruitful one. The one crucial lesson that we learned from HubSpot’s content marketing strategy and its success, is that building credibility among your audience is the key. With honest, authoritative, and high-quality content it is only a matter of time before your brand earns a solid reputation among its audience. And for this, the first thing that you need to do is understand your prospective users. Knowing what your audience’s challenges are and creating content that can offer a solution, or help them find their own solutions, helps earn their trust.

Also, creating content that you can use and reuse saves you a lot of effort. HubSpot earns a major chunk of its traffic from repurposed and updated content. So when you are creating something authoritative, keeping it evergreen and having repurposing ideas ready will definitely help you gain more traction for the same amount of work.

HubSpot has also shown us the importance of breaking legacies and experimenting with new content formats. Even for an established brand like HubSpot, staying relevant in the eyes of an evolving audience is important, hence their efforts to include podcasts and interactive social media content in their strategy.

HubSpot shows other content marketers that, even if you start small, being found by the right audience and trusted by all is possible. All it takes is an investment of some effort, time, and the will to deliver an excellent experience to your audience above everything else.

If you liked this case study, check out our ClickUp content marketing case study and Marketo content marketing case study to learn how these SaaS companies became well-known names in the industry with product-led content marketing .

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Neelam Goswami is an engineer turned writer, currently working as a Content Specialist. She has always had an affinity to writing and loves creating simple-to-read pieces for everyone to enjoy.

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