Complete Guide to HubSpot’s Marketing Strategy – Detailed Walkthrough

Updated on: Sep 9, 2021
Hubspot Marketing Strategy - featured image | IIDE

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In this case study, we will learn about HubSpot Marketing Strategy that leads to the success of the company and its SWOT analysis. So let’s get started!

Brian and Dharmesh noticed a shift in the way people shop and buy when they were graduate students at MIT in 2004. Consumers were no longer putting up with interruptive bids for their attention; in fact, they’d gotten really good at ignoring them.

HubSpot was founded as a result of this shift. It was founded on the concept of “inbound,” which holds that people do not want to be interrupted by marketers or harassed by salespeople; instead, they want to be helped.


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About HubSpot

HubSpot Brand Logo - HubSpot Marketing Strategy | IIDE

HubSpot is an American software developer and marketer of inbound marketing, sales, and customer service software. Hubspot was founded in 2006 at the Massachusetts Institute of Technology by Brian Halligan and Dharmesh Shah (MIT).

HubSpot acquired Kemvi in July 2017, a company that uses artificial intelligence and machine learning to assist sales teams. In 2021, the company reported revenue of $1 billion.

According to Forbes, HubSpot began by focusing on small businesses but has since “moved steadily upmarket to serve larger businesses of up to 1000 employees.”

Its products and services are designed to help with customer relationship management, social media marketing, content management, lead generation, web analytics, search engine optimization, live chat, and customer support.


Now that we can understand HubSpot as a company, let’s look at HubSpot Marketing Strategy.


HubSpot Marketing Strategy Guide


1. Build a Marketing Plan


Your marketing strategy explains why your marketing team will require certain resources, take certain actions, and set certain goals over the course of the year. The specific actions you’ll take to achieve that strategy are outlined in your marketing plan.

Not sure where to start? HubSpot provides a free marketing plan template that can help. 


HubSpot Marketing Plan Template - HubSpot Marketing Strategy | IIDE


The right template can assist you in developing a marketing plan that identifies your budget for the year, the initiatives that your marketing organization must address, and the marketing channels that will be used to implement those initiatives. And it will tie everything back to a business summary to keep you on track with the company’s overall goals.


2. Create Buyer Personas


If you can’t define your target audience in a single sentence, buyer personas help. A buyer persona is an image of your ideal customer.

A store like Macy’s, for example, could define a buyer persona as Budgeting Belinda, a stylish working-class woman in her 30s living in a suburb who wants to fill her closet with designer deals at low prices.

Macy’s Marketing department can picture Budgeting Belinda and work with a clear definition in mind with this description.

Buyer personas contain important demographic and psychographic information, such as age, job title, income, location, interests, and challenges. HubSpot provides a free template that you can use to create your own. 


3. Identify Goals


The goals of your marketing strategy should be consistent with the goals of your business. For instance, if one of your business objectives is to have 300 people attend your annual conference in three months, your marketing objective should be to increase online RSVPs by 10% by the end of the month.


Identify your goals and how your marketing organization can work to achieve them over the next year.


4. Select the Appropriate Tools


Once you’ve identified your goals, make sure you have the tools you need to track their progress. Online software, such as social media schedulers, provides analytics to assist you in keeping track of what your audience likes and dislikes. You could also use Google Analytics to track the performance of your blog and web pages.


Here are a few tools that can assist you in tracking and measuring the success of your marketing objectives:


HubSpot Trello Marketing Tool   - HubSpot Marketing Strategy | IIDE

Trello keeps your marketing team organized and communicates openly about the projects they’re working on. Create boards for specific campaigns, editorial calendars, or quarterly objectives.

Built-in workflows and automation capabilities streamline communication, and simplicity keeps your marketing team focused on the important work.


HubSpot Marketing Tool   - HubSpot Marketing Strategy | IIDE

On, everything begins with a board or visually-driven table. Create and customize workflows for your team to keep groups, items, sub-items, and updates in real-time synced.

You can also use data from timeline and Gantt views to track your projects and ensure deadlines are met on 

Furthermore, with over 40 integrations ranging from SurveyMonkey to Mailchimp and, of course, HubSpot, you can visualize your data and ensure your entire company is collaborating.


HubSpot Marketing Tool   - HubSpot Marketing Strategy | IIDE

SEO is still a significant factor in the success of your website’s ranking. 

SEMrush enables you to conduct a technical SEO audit, track daily rankings, analyze your competitors’ SEO strategies, research millions of keywords, and even generate ideas for increasing organic traffic.

However, the advantages do not end with SEO. SEMRush can be used for PPC, developing and measuring an effective social media strategy, content planning, and even market research.


HubSpot Marketing Tool   - HubSpot Marketing Strategy | IIDE

BuzzSumo enables you to analyze data in order to improve and lead your marketing strategy, all while exploring high-performing content in your industry to increase engagement. 

Use the platform to identify influencers who can help your brand reach a wider audience, and keep an eye on comments and trends to make the most of every opportunity.


HubSpot Marketing Tool   - HubSpot Marketing Strategy | IIDE

Is it time to optimize your website this year? Consider starting with Crazy Egg. You’ll be able to identify “attention hotspots” on your product pages, track ad campaign traffic on your site, and determine whether or not shoppers are clicking where you want them to. You can even position your “buy now” buttons optimally.

Crazy Egg also provides recordings, A/B testing, and other services to help ensure that your website provides the best user experience and the best return.


5. Account for Existing Resources


Determine what you already have in your arsenal that can assist you in developing your strategy. To make this process easier, divide your assets into three categories: paid, owned, and earned media.


Remember that paid media refers to any channel on which you spend money in order to reach your target audience. Twitter, Facebook, and LinkedIn all have paid media options that can increase your exposure.


  • Owned Media

Owned media is any media that you create; for example, blog posts, ebooks, images, and infographics created by your marketing team are examples of owned media.


  • Earned Media

User-generated content is another term for earned media. Earned media includes social media shares, tweets about your company, and Instagram photos mentioning your company.

Gather all of your materials in these areas and consolidate them into a single vehicle so you can see what you have and how you can integrate the three channels to maximize your strategy.

If you have resources that don’t fit your goals, get rid of them. This is an excellent time to clean the house or identify material gaps.


6. Audit and Plan Media Campaigns


Cleaning the house leads directly into this step. You must now decide which content will be beneficial to you. Concentrate on your owned media and marketing objectives. For example, will changing the CTAs at the end of your blog posts help you increase RSVPs to your event?

Take a look at your buyer personas next. Finally, make a content creation strategy. The title, goals, format, and channel for each piece of content should be included in the plan. Include which problem it solves for your buyer persona.


7. Bring It to Fruition


At this point, your market research and planning should be able to assist you in visualizing how your strategy will be implemented (and by which teams).

The final step is to tie everything together by incorporating actions into your planning. Make a document that outlines the steps you’ll need to take to carry out your campaign. In other words, define your strategy.

When creating this document, keep the long term in mind. A typical strategy document lasts 12 months. This well-structured timeline should serve as the foundation for your strategic marketing efforts.

Remember that your digital strategy is unique to your company, and so should the document. As long as the strategy includes all of the necessary information, you’ll be ready to elevate your company’s brand from adequate to exceptional.


Now that we’ve explored and comprehended the seven critical steps of a complete HubSpot Marketing Strategy, let’s take a look at HubSpot‘s SWOT analysis in the section below.


HubSpot SWOT Analysis


A SWOT analysis is a model that assists in identifying a company’s strengths, weaknesses, opportunities, and threats. Its primary goal is to help organizations develop a comprehensive understanding of all the factors that go into making a business decision.


Let’s take a look at HubSpot SWOT analysis:


1. HubSpot Strengths


The Company, as revealed by the HubSpot case study, is endowed with certain specific strengths. For example, it has a low-cost competitive advantage gained through the process of providing user-friendly SEO options as a strength. 

It should also be noted that HubSpot‘s strength is the Company’s inbound marketing strategy, which has enabled it to dominate various markets in various countries around the world. Furthermore, the popularity and efficacy of its content management system (CMS) software is another source of the company’s strength. 

Besides, HubSpot‘s ability to track the behaviour of the targeted customer demographic on their pages should be regarded as its long-term strength.


2. HubSpot Weaknesses


Despite its strengths, HubSpot is ingrained with specific weaknesses. Its primary weakness is a lack of cost-effective service provision. In this regard, it is worth noting that HubSpot charges additional fees for providing customers with better expert assistance on a consistent basis. 

Furthermore, HubSpot‘s inability to track return on investment (ROI) from its current strategies is a weakness. Aside from that, because the Company’s assets are solely focused on initial lead generation, the Company’s internal weakness becomes quite apparent. 

Such flaws have hampered HubSpot‘s business in the past, and if not overcome, such flaws will impede its future growth prospects as well.


3. HubSpot Opportunities


Businesses all over the world have a high demand for an online presence. This increase in demand provides opportunities for HubSpot to expand its client base in a comprehensive and global manner. 

Furthermore, as more businesses begin to prefer inbound marketing over outbound marketing, HubSpot, as revealed by the case study, has the opportunity to provide inbound services to more businesses. 

It should also be noted that, given its current dominance, HubSpot has the potential to dominate the lead-generation and analysis stages in the long run. Besides, the possibility of entering new markets in different countries provides an opportunity for HubSpot to expand its business globally and exponentially.


4. HubSpot Threats


In and of itself, managing a diverse customer base is a challenge that poses a serious threat to HubSpot‘s business. Furthermore, the volatile marketing and technology environment poses a threat top. 

Besides, the internet marketing industry is characterized by fierce competition, which poses a threat to HubSpot. Moreover, customers who prefer outbound marketing over inbound marketing pose a serious threat to the Company’s business.


The brand has been able to remain at the top of its game due to an excellent inbound marketing strategy guide, digital presence, and SWOT analysis, and with this, we have concluded the case study of HubSpot‘s Inbound Marketing Strategy Guide. Let us now wrap it up in the section below.


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In a nutshell, HubSpot is an inbound marketing and sales platform that assists businesses in attracting visitors, converting leads, and closing customers. It accomplishes this by combining a number of functionalities and allowing marketing and sales departments to manage all of their activities in a single location. 

As a result, businesses are better equipped to manage sales and marketing activities efficiently, and leads can be nurtured effortlessly through the buyer’s journey. There will be no more silos of information or misaligned departments. Everything takes place in one location.

Please let us know what you think about this case study in the comments section below. Thank you for reading, and if you enjoyed it, please share it with your friends and family.


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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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