Who Are HubSpot's Customers? (And Should You Be One of Them?)
Jasmine W. Gordon is a copywriter at Lean Labs. She's written for digital audiences for over 5 years, and her background includes agencies, tech startups, health care, big data analytics, energy, and more. Jasmine loves new marketing statistics, optimization studies, and live music.
There are a lot of marketing tools out there, to say the least.
Over the past few years, the marketing technology landscape has grown significantly. Marketing best practices are in a constant state of flux, and the inbound tactics that worked in 2012 aren’t going to cut it in 2018.
However, HubSpot is still our favorite. It’s rare that we work with a client that doesn’t have HubSpot or isn’t willing to use it. One of the best aspects of HubSpot is that it works for both business-to-business (B2B) and business-to-consumer (B2C) brands in many different industries.
If you are considering HubSpot but you’re not sure if it’s the right fit for your company, you’re in the right spot. We’re about to showcase how 5 real companies in loads of different industries and verticals have made it work, especially companies in fast-changing industries facing very real challenges. The following case studies aren’t necessarily featured on HubSpot’s customer success stories page, but they’re still pretty fantastic.
How 4 Real Companies Use HubSpot
1. Limousine Companies: B2B and B2C
Brilliant Transportation is a limo company based in Brooklyn, New York. They’re operating in an industry that’s faced significant disruption due to the advent of mobility-as-a-service (MaaS), including on-demand ridesharing services like Uber. Success for companies like Brilliant requires an in-depth understanding of their buyer personas, and content that explains why their brand offers more value than alternatives.
2. Telecom Providers: B2B and B2C
Atlantech Online is a Mid-Atlantic based provider of Unified Business Communications tools--technologies like fiber-optic internet connectivity, data center services, and IP-based phones. They’ve been in the highly-competitive telecommunications industry since 1995. As a best-of-class B2B communications tech providers, they’re facing steep competition on pricing and a need to differentiate on value.
Atlantech uses HubSpot to provide a best-of-class website experience, including quick link to access an online speed test, customer knowledge base, or engage directly with customer support representatives through live chat or email. HubSpot’s features for a support-centered web experience are only going to be expanded and strengthened through the planned 2018 release of their all-new product Customer Hub.
Image Credit: Atlantech
Atlantech also offers a resource center for customers and prospect’s that’s filled with eBooks and whitepapers. Their landing pages are powered by HubSpot’s easy-to-use landing page and form tools, including tools for progressive profiling--asking different questions for prospects who’ve already downloaded a resource in the past to gain deeper insights into their leads.
Images Credit: Atlantech
Progressive profiling can offer rich insights to brands in B2B industries with long sales cycles and fierce competition, like telecom by helping marketers and sales teams compile rich insights into leads to qualify prospects and assess intent and readiness to buy.
3. Coworking Spaces: B2B
RocketSpace is a major player in the coworking spaces field, even though they offer a whole lot more--including 5 globally-located tech campuses, accelerator programs for high-potential tech startups, corporate partnerships, and community events. While they’re a pretty unique B2B brand, some of their marketing challenges are less-unique, including their need to provide a web experience that’s relevant to individuals in San Francisco, Calgary, London, and China without being overwhelming.
Using the remarkable, highly-configurable options for web design in the HubSpot COS, RocketSpace solves this challenge by providing a “choose-your-own” adventure-style web navigation experience on their homepage: Image Credit: RocketSpace
RocketSpace could have taken a more traditional approach to website design, using complex nested menus. However, with the help of HubSpot, they’re able to achieve uber-personalization and provide a website experience that’s fully-tailored to the pain points and challenges of their very different website visitor segments: Image Credit: RocketSpace
Another noteworthy feature of RocketSpace’s HubSpot website is their Events page, which offers intuitive design, easy sorting, and a super-simple embedded landing page form for subscribing to emails about future events: Image Credit: RocketSpace
4. SaaS Software: B2B
Does HubSpot work for “boring” brands in spaces like highly-niche B2B software-as-a-service (SaaS)?
Of course, yes.
Check out the remarkable accomplishments of TrademarkNow. This subscription software is an “intelligent web-based trademark platform” targeting customers who work at major enterprises, trademark-specialized law firms, and branding agencies.
TrademarkNow's products offer unique value in a few very important ways--it’s based on industry-leading artificial intelligence and machine learning applications, simultaneously offering a user experience that’s way simpler to navigate and nuanced than any alternatives.
The TradeMark Now ecosystem consists of two very different products. Using HubSpot’s built-in integration with the video platform Wistia, they offer video overviews of each product next to written content on their product page. Website visitors benefit from video content, and a simpler, easier-to-navigate UX enabled by HubSpot and Wistia. Image Credit: TMN
TrademarkNow also capitalizes on HubSpot’s flexible, diverse offerings for dynamic calls-to-action (CTAs). Website visitors who are researching the product in-depth by navigating between pages are greeted with an attractive, non-disruptive CTA in the lower right-hand corner of the webpage which invites them to a painless-sounding, 15-second product demo: Image Credit: TMN
Are You The Next HubSpot Customer?
HubSpot isn’t for everyone. Even though we’re huge fans of HubSpot software, we recognize that different companies have different needs, and there are barriers for HubSpot adoption to some companies. If your company has a marketing technology budget of $0 or you’re a massive enterprise with hundreds of thousands of global employees, your needs may dictate a different solution.
However, in our experience, HubSpot’s all-in-one marketing solutions and highly-scalable pricing do meet the needs of the vast majority of companies--including B2B firms, B2C firms, and companies in nearly every industry. Thanks to a cool new partnership between Shopify and HubSpot, you can even leverage the power of HubSpot for eCommerce!
If you're hesitating to sign up for a free trial of HubSpot due to the price of a subscription, we may have a solution for you. We’ve devised a unique, innovative approach for new customers to save 60% on the cost of HubSpot for the first year. Click here to learn how.