Kathy Klotz-Guest

Hubspot is Spot-On with Humor That Delivers ROI

In Marketing, Marketing FUN on June 22, 2010 at 7:49 pm

Andrew Fowler wrote a great post in April about Hubspot and humor: http://www.newsvetter.com/2010/04/28/hubspot-is-a-hub-for-humor/

I have been watching Hubspot for some time and I agree humor has been a differentiation for this company. It wasn’t an afterthought – Hubspot, who I’ve been watching for some time, made a conscious decision to use humor because it captures who they are and what they are about: helping businesses succeed.

Moreover, the company has made a choice about what kind of work environment it wants to be: FUN. Employees have fun at Hubspot and that means customers are more likely to have fun engaging with the company. If your people are unhappy, ain’t no customers gonna be happy! So the saying goes.

Check out some of the fun Hubspot office hijinks: 

Back to the external ROI question…Success is fun, and to-date, Hubspot has helped over 2500 businesses improve their inbound marketing. According to a recent MBA report from MIT”s Sloan School of Management, most customers see substantial improvements with Hubspot in a matter of months:

In terms of leads, after 5 months of using Hubspot:

  • Customers starting with 1 to 5 leads per month experienced 8.6 times more leads.
  • hose starting with 50+ leads per month observed a 25% increase in leads.
  • Overall, users experienced a 4.2x increase in leads.

One of the things Hubspot is really good at is presenting information in a fun way. It’s all about helping marketers learn, but who said learning can’t be fun? According to the Hubspot blog:

“… no one will hate the idea of having fun while doing serious learning. Four out of the 10 most widely read HubSpot blog articles in 2009 are fun-based: 3 cartoons and 1 music video…”

Four out of ten of the most widely read Hubspot blog articles featured fun. There you have it – validation of what those in the creative marketing community know: humor attracts customers because it stands out. It communicates to your audience that you are a different type of company – one that cares about people. Humor is about customer delight. Having fun is a part of that. That focus on serious business with a fun sensibility drives ROI. It’s that kind of success that will drive others to follow in Hubspot’s footsteps.

Does humor in marketing work? Yes! Hubspot has received over 300,000 views on their YouTube videos (they are fun!), and, according to the company, those videos (and all their cartoons!) are often cited as the reason people do business with the company.

Hubspot, you’re a company after my own heart!

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  1. Kathy – thanks so much for the lovely post!
    You are absolutely spot on … fun can make money:) What’s also fun is the ability to experiment with our marketing. We’ve done fun things that didn’t work (check out some learning from a recent initiative that we plan to write more about: http://www.hubspot.com/blog/bid/6056/Reactions-and-Lessons-From-the-IMU-ARG-So-Far) – but to your point – we measure the ROI and do more of what is working:))))
    Keep your eyes peeled for ever more fun from HubSpot and keep learning.

    • Kirsten,
      Thank you for your response. You bring up a great point: marketing is hugely art, not science. Some things work, others don’t. But a smart company keeps experimenting to see what works and what doesn’t. That’s certainly true whether you use fun or not in your marketing tactics and messaging. An experimental, fun attitude allows a company to put things in perspective as it learns. I like that Hubspot is willing to push that edge and write about what doesn’t work. There is tremendous value to be gleaned from the “not so successful” stuff. It definitely helps you focus on the things that DO work.

      Here’s to learning, growing and innovating – and having FUN (and ROI) while doing it!
      Kathy

  2. My pedestrian opinion is that the fun and humor factors lend a lot of personalization to the brand, it tells your audience that they can have fun working with your people and that you are approachable, I mean really what would you rather pet, a dog wagging its tail or one showing its teeth…hint: wag your message….

  3. Absolutely Claudio. It’s the human element that b2b misses most of the time. I’m all for wagging! (well, as long as that’s all the dog does near my leg!).

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