Brand Experience

HubSpot Boosts B2B Marketing Strategy with Clearbit Acquisition and AI Tools

24 March, 2024

HubSpot, a renowned customer data platform, has been making waves in the B2B marketing sector with its innovative and big-picture marketing strategy. This strategy not only focuses on improving business performance but also on creating an engaging and exciting experience for the people behind these businesses.

A significant move in this direction was HubSpot’s acquisition of Clearbit, a third-party B2B data provider, in early November. While Clearbit had been a part of HubSpot’s App Marketplace since 2019, the acquisition now allows HubSpot to leverage Clearbit’s capabilities to track website visits and monitor company news announcements across approximately 20 million companies. This data-driven approach enables HubSpot to identify who is buying what and when, providing valuable insights for businesses seeking more gym members or looking to boost their gym lead generation.

In addition to this, HubSpot has been making efforts to simplify complex marketing concepts and make them accessible to a wider audience. For instance, in October, HubSpot announced its partnership with TikTok to help B2B brands leverage the short-form video platform for sales leads and growth. With nearly half of TikTok users discovering brands on the platform and about 60% making a purchase after seeing an ad on TikTok, this partnership is set to revolutionize advertising for gyms and other businesses.

At HubSpot’s Inbound event in September, the company unveiled its AI generative tools for marketing, sales, and service teams, as well as small businesses. It also introduced its revamped Sales Hub platform that features streamlined AI-enabled features and integration with LinkedIn’s tools. These announcements were made alongside talks by notable personalities like Reese Witherspoon, Derek Jeter, and Andrew Huberman.

In a recent interview, HubSpot’s CMO, Kipp Bodnar, shed light on the company’s marketing strategy for the year. He emphasized the company’s commitment to education and creating content to build trust and credibility with their audience. This year, they have taken this commitment a notch higher with their impressive brand marketing and product marketing efforts.

Bodnar also acknowledged the challenges of reintroducing the Sales Hub brand to a customer base that is familiar with the existing product but not with the new version. He stressed the importance of having a clear message and story to avoid confusing customers with a myriad of features.

HubSpot’s big-picture marketing strategy also extends to its advertising efforts. The company launched a national campaign across various platforms, including YouTube’s NFL Sunday Ticket, television, DraftKings, and TikTok, to promote its revamped Sales Hub. This campaign aimed to increase awareness and consideration among businesses.

In terms of events, HubSpot’s Inbound in Boston was a resounding success. It not only helped in the launch of Sales Hub and HubSpot AI but also provided a platform for thought leaders and product leaders to share their insights.

As for the future of social data, HubSpot’s partnership with TikTok is indicative of an increased demand for robust social data. This partnership offers a unique opportunity for businesses to leverage Facebook Ads and other social media platforms for gym marketing and lead generation.

In conclusion, HubSpot’s big-picture marketing strategy in the B2B sector is a testament to the power of collaboration, innovation, and customer-centric approaches. By focusing on creating engaging experiences for businesses and their customers, HubSpot is setting new standards in B2B marketing.