How HubSpot Enhanced Their Startup Initiatives Through Creator Marketing
Why This Campaign?
HubSpot for Startups needed to expand awareness of two key initiatives: their AI GTM Strategy report and their annual Million Dollar Pitch competition. Creator Match was tasked with creating a comprehensive creator marketing strategy to generate buzz, drive downloads of the report, and increase applications for the pitch competition from qualified startups.
Creators' Objective
Showcase how AI is revolutionizing go-to-market strategies for startups and highlight the opportunities available through HubSpot for Startups, particularly the Million Dollar Pitch competition offering investments of up to $1 million to promising startup founders.
Content Storyline Strategy
The campaign was structured around these key elements:
- Educational Content: Creators shared insights from HubSpot's AI GTM Strategy report, discussing how artificial intelligence is transforming how startups approach marketing, sales, and customer service.
- Success Stories: Featuring previous winners of the Million Dollar Pitch competition like doola and Tavus, highlighting their growth trajectory after participation.
- Expert Perspectives: Content featuring judges from the competition including Kieran Flanagan (SVP Marketing at HubSpot) and Brandon Greer (Head of HubSpot Ventures) providing advice to startup founders.
- Clear Call-to-Action: Each post included direct links to either download the AI GTM Strategy report or apply for the Million Dollar Pitch competition with clear eligibility criteria.
Testimonials
I had a great experience working with the Creator Match team to help us diversify our promotional channels for an annual campaign. AJ & team were very communicative, easy to work with, and able to go from brainstorming to execution with a tight turnaround. I highly recommend the Creator Match team if you are looking to explore LinkedIn Creator Marketing
The campaign posts :
And here were some of the Creators in the campaign
The Results Are In
HubSpot's dual campaign combining the AI GTM Strategy report and Million Dollar Pitch competition achieved remarkable results:
- Increased Report Downloads
The AI GTM Strategy report saw an increase in downloads compared to previous reports, with particularly strong engagement from startup founders and early-stage companies - exactly the target audience HubSpot was aiming to reach.
- Higher Quality Pitch Applications
Applications for the Million Dollar Pitch competition increased, but more importantly, the quality of applicants improved dramatically, with a higher rate of companies meeting all eligibility criteria.
- Enhanced Brand Positioning
Post-campaign surveys showed an increase in perception of HubSpot as an innovator in the AI space among startup founders, strengthening their position as a thought leader in the startup ecosystem.