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Hubspot Wants to Understand the Needs and Emotions of its Marketer and Salespeople Clients—and then Generate Killer Content to Engage Them

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Industry

B2B

Challenge

As the leading CRM and marketing automation platform, HubSpot is known for best-in-class content. But even top teams need fresh insights to stay ahead. The content marketing team needed to deeply understand the evolving needs, emotions, and top-of-mind concerns of marketers and salespeople—while also scaling content creation globally without losing nuance.

Results

In 2023 alone, HubSpot published 40+ blog posts powered by Panoplai insights, driving 60,000+ views and saving 3+ hours per post using Panoplai’s AI-enhanced research tools. The team produced deeper, more nuanced research to guide content strategy, unlock emotional resonance, and elevate HubSpot’s position in the B2B content landscape.

www.hubspot.com
40+
blog posts made using Panoplai
60k+
views
3x
Faster insights
3+
hours saved per blog post
iStock-1447902473

About HubSpot

Hubspot is the leading marketing automation platform and a major player in the CRM space. Famous for their thought leadership and content marketing-led strategy, most people have received or searched out some Hubspot content over the years.

The Challenge

HubSpot needed to:

  • Understand the evolving needs, concerns, emotions, and top-of-mind awareness of their audiences of marketers and salespeople.
  • Craft real insights that will help them to shape strategy and to generate engaging content.
  • Move quickly at a global scale, without sacrificing nuance or the ability to discover what's on the horizon.
#1 Need: Create content that resonates with their target audience and stands out in a competitive and noisy space.

The Solution

So HubSpot turned to Panoplai!

HubSpot teams, across the world, leveraged Panoplai to get closer to their marketer and salesperson customer base, and then to shape strategy and B2B thought leadership content.

All accomplished with Panoplai in a DIY capacity, empowering content creators and marketers to launch impactful studies on their own.

The Results

Pam, leader of HubSpot Content Growth team, focused on three important communications and business outcomes:

  1. Publishing more timely, agile, and engaging B2B thought leadership content.
  2. Streamlining and accelerating time-consuming processes for the HubSpot team, with the help of Panoplai's industry-leading audience discovery capabilities.
  3. Conducting deeper, more nuanced research about audience needs, anxieties, top-of-mind awareness, sentiment, and emotion to drive the strategic planning process.

Check out our other case study with HubSpot.

About Panoplai

Panoplai is an AI-powered market research platform built for teams that need speed without sacrificing depth. We help content strategists, marketers, and product leaders uncover AI consumer insights, run advanced survey-based audience targeting, and build dynamic digital twin personas. From lead generation to content ops to product-market fit, Panoplai turns static data into fast, scalable intelligence. Want to see for yourself? Let's talk.

Want to read the full story?

Download the case study here