Skip to content

HubSpot Leadership Uses Panoplai to Reshape Ideal buyer personas

nytw napkins-9

Industry

Technology

Challenge

HubSpot needed a more complete and dynamic understanding of its buyers—not just demographics, but also attitudes toward innovation, career aspirations, media habits, and more. Traditional personas weren’t flexible or deep enough. HubSpot partnered with Panoplai to create interactive digital twins that could evolve in real-time and provide instant feedback on new ideas.

Results

Though the project is ongoing, initial results have been powerful: HubSpot built a thought leadership engine around its Panoplai insights—generating 50+ blog posts per year and driving a 20% increase in content views. Panoplai’s platform saved hours of time per post and informed deeper strategy across marketing, sales, and product. The company is now scaling access to 1,000+ internal users.

hubspot.com
50+
blog posts/year leveraging Panoplai content
20%
Increase in views
3+
hours saved per blog
25%
reduction in research cost

"I want a more nuanced, complete, and human picture of an ideal HubSpot customer persona to shape product, strategy, and marketing."

- Hubspot CEO

iStock-2160995080

About HubSpot

HubSpot is a leading CRM platform that empowers growing companies with tools for marketing, sales, and customer service. To better understand and engage their evolving customer base, HubSpot partnered with Panoplai to build dynamic, AI-powered digital twins—reshaping their ideal buyer personas and scaling real-time insight across teams.

The Challenge

The Hubspot CEO went to a dinner party and realized she was sitting across from an ideal Hubspot buyer. The next day she reached out to her marketing and insights team and made a request:

The big question facing the team was how to use AI to extend the power of human research? To make the CEO's customer picture more actionable, iterative and interactive than ever before possible.

The Solution

Field a survey to 1,000+ senior marketing and sales decision-makers in multiple studies.

Analyze the new survey data alongside market research to deepen segmentation.

Build AI Personas and Digital Twins on secure first-party data for real-time insights.

Launch additional studies to Hubspot audiences, and ingest other forms of data—like social comments, NPS, and behavior—into the platform.

Iterate, iterate, iterate to test assumptions and refine customer pictures.

The Results

Hubspot and Panoplai are now establishing an insights "flywheel" to deliver powerful outputs—built on a foundation of human data, scaled and extended with AI.

Hubspot senior leadership was so impressed that they are now asking to have Panoplai built into their internal systems with over 1,000 users across marketing, sales, and product innovation.

Want to read the full story?

Download the case study here