Hubspot's BtoB influence marketing campaign: the Hubsprint challenge

The company

HubSpot is a company that specializes in marketing, sales, and customer service software, designed to help businesses grow effectively and sustainably. Their solutions allow teams to strengthen their connections with customers by offering a unified platform optimized by AI that includes customer engagement software, intelligent CRM, a connected ecosystem with more than 1,600 integrations within its application marketplace, a dynamic community, and training and educational resources with HubSpot Academy

Context and challenge

• Businesses, especially French SMEs, often encounter difficulties in integrating CRM solutions and taking advantage of their functionalities to manage customer data and optimize interactions.
• And HubSpot is often perceived as a tool reserved for large companies or international startups.
  
  Our challenge: to make HUBSPOT an eligible brand by SMEs, ETIs who wish to integrate or change a CRM solution

‍

‍

Objectives of the campaign

• Develop the reputation & visibility of the Hubspot brand among managers and/or marketing managers in the ETI/SME ecosystem
• Highlight the added value of the “Marketing/Content Hub” solution, and its artificial intelligence BREEZE AI
• demonstrate the ease of use and handling

Our strategy

In order to captivate an audience of professionals working in various contexts and to demonstrate Hubspot's values of inclusiveness, accessibility and diversity, we have imagined a campaign that is both fun, innovative and instructive: the Hubsprint challenge.
Based on a new communication concept on Linkedin, namely a mini-series in 6 video episodes with 2 teams of 3 influencers who are competing around marketing challenges in real time on the Hubspot solution.

And finally, a winning team revealed on a TV set!

‍

So we selected 6 content creators with highly complementary personalities, expertise and marketing skills, including an influencer with a disability.

Everyone was able to create authentic and interactive practical cases such as creating a Hubspot account, generating a series of images via Breeze AI, or designing a fictional website!

‍

Challenges met with brilliance and smiles that gave rise to one of the educational and engaging videos broadcast on Linkedin.

‍

Results 

An operation that was a real success!

With a total of

• 6 influencers
• 12 publications

‍

This campaign generated

• Over 250,000 impressions

‍

And touched

• + 5 220 CEOs/Business Leaders
• + 6 530 marketing managers

‍

Example of content created

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍

‍