Helping HubSpot generate 30%+ net new leads and engage 40K+ marketers

ABOUT THE CLIENT

HubSpot is a leading all-in-one contact relationship management (CRM) platform for businesses with Marketing, Sales, Service, CMS, and Operations Hubs.

HEADQUARTERS

Cambridge, MA

INDUSTRY

Software

COMPANY SIZE

5,000+ employees, 165,000+ global customers

SERVICES COMPLETED

THE CHALLENGE

Use data to turn readers into leads

Our challenge was to translate report viewers into leads, engage existing audiences, and bring new marketers into the HubSpot ecosystem. To provide value for the audience of intermediate to advanced marketers, we planned to transform HubSpot survey data into an engaging downloadable report with shareable data visualizations, product and content CTAs, and actionable leadership insights.

OUR APPROACH

Blend creativity and data storytelling to add value

Every strategic marketing campaign starts with a deep understanding of the audience, the product, and the project goals. Together with the HubSpot team, we identified what the audience of tech-savvy marketers wanted, and analyzed what worked from previous reports.

After exploring the data, we developed a report framework for HubSpot and their partners with the most relevant content for growth-focused marketers. With thousands of data points to choose from, we had to decide what was the most actionable data, and the most unique compared to similar industry reports.

Before starting to write the report, we built out an outline and decided on the sections and headlines that were the most searchable and optimized for the audience. As part of the copywriting process, we added commentary to the data, sourced expert quotes, included takeaways and tips for marketers, and added contextual CTAs.

Once the copy was finalized, we moved on to design. (Copy before design — always!) During the design phase, we visualized the copy and the data, incorporated HubSpot’s brand identity and their partners’ brands, and built custom CTAs. 

To make the report more engaging, we designed creative branded data visualizations like charts and graphs and added visual elements to make key points stand out. For a project like this one, with a goal of educating and converting the audience, we had to blend creative design with conversion best practices.