As a marketer, you’re constantly exposed to HubSpot and its marketing prowess. With more than 48,000 companies in over 100 countries using HubSpot, its software has become a staple in the market.

HubSpot’s success in the industry stems from its ability to target the right audience, at the right time, with the right content. With this inbound methodology, HubSpot has the formula to convert strangers into brand evangelists.

Your software company can leverage HubSpot’s recipe for marketing success in your own strategy. By emulating the masters of inbound marketing, you can attract qualified leads to your software and propel your company forward.

We’ve put together a list of three marketing tactics that you should steal from HubSpot:

1. Base Everything on Your Personas

Every marketing initiative should start and end with your personas in mind. By focusing on the end-user, your content will resonate and entice them to learn more about what your company does and the unique solutions you can provide them. Gather quantitative and qualitative research, such as their job titles, goals, and behaviors when purchasing software and high-tech products. With these insights, your marketing strategy will represent your ideal customer and meet the needs of the most qualified buyers.

HubSpot uses personas to drive its marketing efforts. From selling software services to crafting contextual blogs, HubSpot bases every action on its personas. For example, on HubSpot’s website, you can dive into three different categories throughout the site – marketing, sales, and service. These categories help web visitors find the right information they need from the start. Whether visitors are looking to purchase HubSpot’s software or dive into HubSpot’s latest blog, the experience is always tailored to users from a marketing, sales, and service perspective. By keeping your strategy hyper-focused on personas, you will cater to your users throughout their journey just like HubSpot. 

2. Produce and Distribute Quality Content 

With a solid understanding of your buyers, craft content that will cater to them throughout their buyer’s journey. By curating content for every stage, you will follow HubSpot’s methodology – attracting strangers, converting visitors into leads, closing leads into customers, and delighting customers into brand advocates. To complete this conversion, keep tabs on the software industry and the content that’s distributed from industry experts, customers, and potential partners. You can leverage these insights to see what type of information consumers are looking for and where they find it.    

HubSpot fuels its marketing strategy with content. Content gives value to its Academy courses, blogs, and inbound methodology. But just producing content isn’t enough to sustain its growth. HubSpot distributes quality content that’s tailored to the needs of its audiences. For instance, one of its most visited blogs dives into top marketing statistics for the current year. The blog provides insightful statistics that can guide other marketers as to which marketing tactics are most popular and what categories in marketing – from video marketing to SEO – are trending. By providing consistent, cutting-edge content, HubSpot’s readers are able to take away factual, valuable information every visit. 

3. Turn Technical Information into Creative Videos

According to HubSpot, 97% of marketers say video has helped increase user understanding of their product or service. Therefore, video offers your brand a unique opportunity to turn dry, technical content into a stream of interactive experiences. For instance, tutorials, product demos, and webinars are videos that can be beneficial to your marketing strategy. By turning complex information into videos, you will help your audience understand your software, while making your company stand out from the crowd. 

Videos are dominant in HubSpot’s marketing. During a visit to HubSpot’s marketing software page online, a web visitor is immediately presented with a video on how the software works. It dives into how marketers can use the platform, and how it will bring them leads through its automation features. This HubSpot video is one of many that provide educational content that enables marketers to refresh their marketing strategy into one that converts the most qualified leads. 



HubSpot has grown into a marketing maven. With its inbound methodology, HubSpot is able to attract, convert, close, and delight consumers. To drive your buyer’s through this journey, base your marketing on your personas, produce and distribute quality content, and turn technical information into creative videos. With these tactics in your pocket, your prospective customers will not only understand your content, but be prepared to take the next steps to purchase your software solutions.  

Have you tried out these software tactics? Let us know on LinkedIn! 

The Ultimate Guide to Fixing Your High-Tech Marketing Funnel