HubSpot is a CRM company dedicated to enabling their customers to grow better; combining sales, service, operations and marketing hubs designed to help your company work more efficiently. Well known in the marketing software space, their mission was to enhance brand awareness and drive acquisition amongst business decision makers, particularly shifting from small and midsize business to enterprise level organizations. Carbon partnered with HubSpot to develop their global media strategy to do just that.
We achieved these results through a data driven approach utilizing brand data, 2p data from Resonate, and custom research to inform:
- Personas and customer journeys
- SOV v. SOM analysis / media spend recommendations
- Media consumption / strategy / plan
- Creative direction / messaging
- Geographic focus powered by BDM concentration, HubSpot MQLs, deals, Brand Tracker information & website traffic.
We strived to win the hearts and minds of upmarket buyers through emotive brand and product stories delivered remarkably. Our media strategy centered around the following:
- Index Over on the Under - Find areas our competitors were not heavily represented
- Pick our Battles Own Our Channels - Going deep with key partners for outsized visibility
- Test. Learn. Repeat. - Build around proven performers and place smart bets on test channels.
We launched HubSpot’s first ever global brand campaign featuring “Customer Success Stories” highlighting the ways HubSpot helps their customers through a light-hearted approach with pirate-themed creative featuring Kathryn Hahn using real and fictional customer testimonials. The media approach included social, YouTube, OTT/Roku and broadcast TV, as well as programmatic, OOH and full scale building murals. Some unique media executions included ferry wraps featuring the pirate ship creative, as well as a Fast Company cover wrap for “Pirate of the Year” that is also seen in the TV spot.
Our ongoing efforts centered around key channels and partners that aligned with our core strategies which included the following: podcast buys with NPR, HBR, iHeart and New York Times, OTT via Hulu, OOH, advertorials, print and other display efforts via NYT, Inc, Fast Company, HBR, The Guardian, Horizont, Challenges and B&T.
During our work with HubSpot, their customer base grew 3x and saw double digit brand awareness lift globally under Carbon's management.