How HubSpot’s Customers Are Shaping the Next Normal

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This week marked an important milestone for HubSpot. The company Dharmesh and I launched over 14 years ago welcome its 100, 000th customer and passed $1 billion in annual recurring revenue.

We’ve come a long way since we began banging the trommel about inbound marketing, yet, it feels like HubSpot is simply getting started.

In many ways, it feels like the whole entire world   is just getting started … or re-started.

The particular events of the past season have transformed entire sectors, upended the way we function, and re-shaped human actions en masse. The technologies we embraced and new habits we formed throughout the pandemic will not retreat once the coronavirus eventually does. Rather, they will come to define “the next normal. ”

This particular represents one of the most profound results of these times: that no time before have companies, and the products and services they provide, had a greater capacity to influence human conduct.

When gyms re-open, people will still workout from your own home, facilitated by fitness applications. When offices re-open, individuals will still work from home, facilitated by work productivity and communications tools. When cinemas re-open, people will still watch live concerts and new movies from home, caused by streaming services.

Those products and services, many of which have long gone from being novel  in order to necessary  in the past year, life during the pandemic would appear very different. And it would be much more likely to snap back to the way it was in 2019.

Rather, we’ve witnessed countless companies urgently pivoting their plans to meet new customer requirements. They’ve innovated, they’ve adapted, and they’ve re-shaped their products.

I’ve been inspired to see many of HubSpot’s 100, 000 customers adapt and innovate when confronted with uncertainty, and in doing so, perform an instrumental role within defining the new ways in which we live, travel, work, plus build a better future.

Mindfulness for the Masses

Take mindfulness apps, for example. One positively positive outcome of these turbulent times has been the improved importance we all place on the mental wellness. Over the past 12 months, HubSpot customers like Relaxed, Talkspace, and Headspace  possess gone  from being helpful tools for people looking to exercise mindfulness to vital services that millions of people use in their daily lives.

When Headspace was founded in 2010 — at any given time when meditation was nevertheless largely the preserve of religious and spiritual agencies —   the key query its founders asked  was: “How do we place Headspace in places a person wouldn’t expect to find it? ” Now, 10 years later, it is a multi-media organization with a podcasting division, a partnership with Sesame Street, and a recently announced Netflix series.

This particular progress would not have been feasible without the level of scale the business has been able to achieve during the past 12 months. On the eve of the pandemic in February 2020, the app reached 2 million paid subscribers, and since then, its rate associated with downloads has increased by twenty percent. And when you look at data from the first few weeks associated with U. S. lockdowns, downloads increased by 100% against pre-pandemic levels.

Headspace had been growing steadily prior to the outbreak, but when society was plunged into a period of unprecedented uncertainness, the need for its services increased. Thanks to a deep-rooted interest to serve its clients, the company was able to scale through 2020 and usher inside a new era in which mindfulness is practiced by the people.

New Tools for a Brand new Way of Working

As the intertwined relationship between work plus location continues to unravel, on the internet productivity tools have long gone from being a useful supplement to traditional workstyles to an indispensable part of the remote worker’s toolkit.

Numerous HubSpot customers have played a vital role within facilitating this shift: Trello  has helped parents  to manage their kids’ homeschooling activities, SurveyMonkey  has supported nearly a quarter of a million  research about the coronavirus, and G2  has helped companies  find new software solutions, viewing a 1, 100% increase in searches for virtual classroom tools and a 550% increase in searches for webinar software in the weeks following the coronavirus outbreak.

An additional HubSpot customer, Monday. com, had been growing rapidly in the years prior to the pandemic, launching $120m in annual recurring revenue  in February 2020 as its software helped thousands of scaling companies to work together more effectively. And then, as the ability to collaborate remotely became a vital need for all companies, the business changed its product roadmap  to meet the sudden change in customer needs.

Among the new releases it prioritized were embedded Zoom calls, online whiteboards, and image annotations — all of which could add immediate value in order to customers. The impact of those changes was significant. Not just did Monday. com accelerate its hiring, increasing its headcount by 27%  in between April and June 2020, it also announced a new value of $2. 7bn. Monday. com was even singled out for praise by Fast Company  for its remarkably simple transition to remote function.

The way we work is promoting forever, and the impact of this change is still reverberating throughout multiple industries, affecting industrial real estate prices, triggering mass migrations, and reducing carbon footprints as commute moments plummet.

At the heart of these main societal changes are businesses like Monday. com, which usually initially sought to help climbing companies collaborate more effectively, and now finds itself providing an important tool that is accelerating a once-in-a-generation shift in individual behavior.

Destination: Anywhere

As the pandemic has forced whole populations to stay in one location, it has also dramatically transformed the ways in which we move around in the world. One HubSpot consumer at the forefront of this change is Airstream.

For decades, Airstream has been building its much-loved state-of-the-art travel trailers, and doing so, has become one of the most well-known brands in the United States. As the pandemic unfolded, the company was fast to produce new, relevant resources about everything from how to exercise in small spaces,   to how to learn  and work  remotely. As Airstream CEO Bob Wheeler put it, “these virtual services and products looked very different than the vehicles we’re used to producing. ” But it was through this innovative adaptation to the new habits and interests of its customers that Airstream achieved a 45% year-on-year increase in sales in-may, and a 100% upsurge in June.

The pandemic has made work less location-dependent and leisure less time-dependent. It is now possible for many to travel while working and adventure without taking huge amounts of time off work. By recognizing this new dynamic and quickly adjusting its strategy, Airstream has gone from providing a means of journey between destinations to delivering the destination itself.

Even with the pandemic has been delivered under control, ongoing economic uncertainness and fears of a resurgent virus are likely to result in a continuing reluctance to travel internationally. Because of this, staycationing  and domestic location-hopping are set to remain popular choices for years to come. By re-positioning  its value proposition to suit the new habits of its customers, Airstream has further more rapid the shifts triggered by the pandemic, while also continuing to scale as a global business.

Scaling Better intended for Society

As the pandemic sent people indoors, racial injustice brought many out onto the streets to demonstration long-standing inequality in our society. Over the past year, customers possess increasingly come to expect the companies they spend money with to be a force for good in the world.

Lemonade, the insurance provider and HubSpot customer, is an example of how companies can have the type of beneficial societal impact that now customers demand, while also scaling rapidly in the process.

Lemonade is a certified B-corp that gives all of its unclaimed premiums  to non-profit organizations chosen by its customers. Because the company’s website says, “Social good is baked into the core of our business model. ”

When the pandemic hit, Lemonade allowed customers experiencing financial hardship to defer obligations (and even in more normal times, it allows clients to cancel their plan at any time and receive a full refund). It also gave its customers the opportunity to switch their non-profit-of-choice to an organization directly involved in fighting the coronavirus outbreak — and many thousands  of them  required them up on the provide. And late last year, the company’s CEO, Daniel Schreiber, known as on companies  to motivate their employees to get vaccinated.  

While using its impact to help in the fight against the coronavirus, Lemonade also demonstrated its support for performers facing financial hardship during the pandemic by launching an  Instagram campaign  to emphasize works of art it commissioned.

The insurance industry has not been immune towards the downward economic pressures activated by the pandemic, and yet, Lemonade was one of 2020’s most impressive growth stories. Keep away from, after just four-and-a-half many years in business, the company announced that this had passed 1 mil clients. And just a few weeks next, its stock hit an all-time high. The company accomplished this level of scale while also racking up $1. 1million to donate to nonprofits, including ACLU, March For Our Lives, and 350. org.

According to Edelman’s 2021 trust barometer, business is now probably the most trusted institution when compared to government, media, and NGOs. Since Lemonade scales its company while simultaneously having a beneficial impact on the world, it represents the newly defined role companies are expected to play within society — where these are both designed for profit   and for good .

graph depicting businesses becoming only trusted institution

This new expectation of companies and their particular CEOs creates a responsibility and an opportunity for businesses to play an active role in building a better future for all in the next normal.

Preparing for the Next Regular

I’ve witnessed more modify in the past 12 months than I did so in the previous 12 years. But now, on the occasion of HubSpot welcoming its 100, 000th customer and passing $1 billion, I’m not searching back as much as I’m anticipating.

The next normal won’t appear anything like 2019, also it won’t look very similar to 2020 either. It will be an era unique in the trends it brings in and the opportunities it presents. At HubSpot, it can be our job to help the future and existing customers take advantage of those opportunities, whilst also continuing to support other brands Headspace, Monday. com, Airstream, and Lemonade as they range and shape the behaviors that will define the next normal.

We plan on doing that will first and foremost by listening to our customers, and by then using their feedback to provide a world-class CRM platform as unique as the times in which we live and capable of empowering scaling companies to thrive for a long time to come.

I want to thank every single customer, partner, and worker for helping us arrive at where we are today. Without having their passion, advocacy, believe in, and feedback, the past 15 years would not have been as exciting, and the next fifteen would not look as appealing.

Our mission is to assist millions of organizations grow much better. This week, we reached an essential milestone on that trip. But , just as the next regular is getting started, so too is definitely HubSpot.

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