How HubSpot’s Customers Are Shaping the Next Normal

This week marked an necessary milestone for HubSpot. The corporate Dharmesh and I based over 14 years in the past welcomed its 100,000th buyer and handed $1 billion in annual recurring income.

We have come a great distance since we started banging the drum about inbound advertising, and but, it appears like HubSpot is simply getting began.

In some ways, it feels just like the entire world is simply getting began … or re-started.

The occasions of the previous 12 months have remodeled total industries, upended the way in which we work, and re-shaped human habits en masse. The applied sciences we embraced and new habits we shaped through the pandemic is not going to retreat when the coronavirus finally does. Moderately, they are going to come to outline “the following regular.”

This represents some of the profound outcomes of those occasions: that by no means earlier than have firms, and the services they supply, had a better capability to affect human habits.

When gyms re-open, individuals will nonetheless exercise from residence, facilitated by health apps. When places of work re-open, individuals will nonetheless earn a living from home, facilitated by work productiveness and communications instruments. When theatres re-open, individuals will nonetheless watch reside concert events and new films from residence, facilitated by streaming providers.

With out these services, a lot of which have gone from being novel to essential up to now 12 months, life through the pandemic would look very totally different. And it could be more likely to snap again to the way in which it was in 2019.

As an alternative, we have witnessed numerous firms urgently pivoting their plans to satisfy new buyer wants. They’ve innovated, they’ve tailored, and so they’ve re-shaped their merchandise.

I have been impressed to see a lot of HubSpot’s 100,000 clients adapt and innovate within the face of uncertainty, and in doing so, play an instrumental function in defining the brand new methods wherein we reside, journey, work, and construct a greater future.

Mindfulness for the Lots

Take mindfulness apps, for instance. One unequivocally constructive final result of those turbulent occasions has been the elevated significance all of us place on our psychological wellness. Over the previous 12 months, HubSpot clients like Calm, Talkspace, and Headspace have gone from being useful instruments for individuals trying to follow mindfulness to important providers that thousands and thousands of individuals use of their every day lives.

When Headspace was based in 2010 — at a time when meditation was nonetheless largely the protect of spiritual and non secular organizations —  the important thing query its founders asked was: “How will we put Headspace in locations you would not anticipate finding it?” Now, 10 years later, it’s a multi-media group with a podcast division, a partnership with Sesame Avenue, and a lately introduced Netflix sequence.

This progress wouldn’t have been attainable with out the extent of scale the corporate has been in a position to obtain up to now 12 months. On the eve of the pandemic in February 2020, the app reached two million paid subscribers, and since then, its price of downloads has elevated by 20%. And once you have a look at knowledge from the primary few weeks of U.S. lockdowns, downloads elevated by 100% towards pre-pandemic ranges.

Headspace was rising steadily previous to the pandemic, however when society was plunged right into a interval of unprecedented uncertainty, the necessity for its providers surged. Because of a deep-rooted ardour to serve its clients, the corporate was in a position to scale by 2020 and usher in a brand new period wherein mindfulness is practiced by the plenty.

New Instruments for a New Method of Working

Because the intertwined relationship between work and placement continues to unravel, on-line productiveness instruments have gone from being a helpful complement to conventional workstyles to an indispensable a part of the distant employee’s toolkit.

Quite a few HubSpot clients have performed an important function in facilitating this shift: Trello has helped parents to handle their children’ homeschooling schedules, SurveyMonkey has supported nearly a quarter of a million surveys in regards to the coronavirus, and G2 has helped companies discover new software program options, seeing a 1,100% enhance in searches for digital classroom instruments and a 550% enhance in searches for webinar software program within the weeks following the coronavirus outbreak.

One other HubSpot buyer,, had been rising quickly within the years previous to the pandemic, asserting $120m in annual recurring revenue in February 2020 as its software program helped 1000’s of scaling firms to collaborate extra successfully. After which, as the flexibility to collaborate remotely turned a essential want for all firms, the corporate changed its product roadmap to satisfy the sudden change in buyer wants.

Among the many new releases it prioritized had been embedded Zoom calls, on-line whiteboards, and picture annotations — all of which may add quick worth to clients. The influence of those modifications was important. Not solely did speed up its hiring, increasing its headcount by 27% between April and June 2020, it additionally announced a new valuation of $2.7bn. was even singled out for praise by Fast Company for its remarkably easy transition to distant work.

The best way we work has modified ceaselessly, and the influence of this variation continues to be reverberating throughout a number of industries, affecting industrial actual property costs, triggering mass migrations, and lowering carbon footprints as commute occasions plummet.

On the coronary heart of those main societal modifications are firms like, which initially sought to assist scaling firms collaborate extra successfully, and now finds itself offering a necessary device that’s accelerating a once-in-a-generation shift in human habits.

Vacation spot: Wherever

Whereas the pandemic has pressured total populations to remain in a single place, it has additionally dramatically modified the methods wherein we transfer on the earth. One HubSpot buyer on the forefront of this shift is Airstream.

For many years, Airstream has been constructing its much-loved state-of-the-art journey trailers, and in doing so, has grow to be some of the iconic manufacturers in america. Because the pandemic unfolded, the corporate was fast to provide new, related sources about every part from how to exercise in small spaces, to how you can learn and work remotely. As Airstream CEO Bob Wheeler put it, “these digital merchandise appeared very totally different than the autos we’re used to producing.” Nevertheless it was by this revolutionary adaptation to the brand new habits and pursuits of its clients that Airstream achieved a 45% year-on-year increase in sales in May, and a 100% enhance in June.

The pandemic has made work much less location-dependent and leisure much less time-dependent. It’s now attainable for a lot of to journey whereas working and journey with out taking massive quantities of time without work work. By recognizing this new dynamic and rapidly adjusting its technique, Airstream has gone from offering a way of journey between locations to offering the vacation spot itself.

Even after the pandemic has been introduced beneath management, ongoing financial uncertainty and fears of a resurgent virus are prone to end in a continued reluctance to journey internationally. Consequently, staycationing and home location-hopping are set to stay standard selections for years to return. By re-positioning its worth proposition to go well with the brand new habits of its clients, Airstream has additional accelerated the shifts triggered by the pandemic, whereas additionally persevering with to scale as a worldwide enterprise.

Scaling Higher for Society

Because the pandemic despatched individuals indoors, racial injustice introduced many out onto the streets to protest long-standing inequality in our society. Over the previous 12 months, clients have more and more come to count on the businesses they spend cash with to be a drive for good on the earth.

Lemonade, the insurance coverage supplier and HubSpot buyer, is an instance of how firms can have the kind of constructive societal influence that now clients demand, whereas additionally scaling quickly within the course of.

Lemonade is a licensed B-corp that gives all of its unclaimed premiums to non-profit organizations chosen by its clients. As the corporate’s web site says, “Social good is baked into the core of our enterprise mannequin.”

When the pandemic hit, Lemonade allowed clients experiencing monetary hardship to defer funds (and even in additional regular occasions, it permits clients to cancel their coverage at any time and obtain a full refund). It additionally gave its clients the chance to modify their non-profit-of-choice to a corporation immediately concerned in preventing the coronavirus outbreak — and tens of thousands of them took them up on the provide. And late final 12 months, the corporate’s CEO, Daniel Schreiber, called on companies to encourage their workers to get vaccinated. 

Whereas utilizing its affect to assist in the struggle towards the coronavirus, Lemonade additionally confirmed its assist for artists going through monetary hardship through the pandemic by launching an Instagram campaign to spotlight artistic endeavors it commissioned.

The insurance coverage trade has not been proof against the downward financial pressures triggered by the pandemic, and but, Lemonade was considered one of 2020’s most spectacular progress tales. In December, after simply four-and-a-half years in enterprise, the corporate introduced that it had passed 1 million clients. And only a few weeks after that, its inventory hit an all-time excessive. The corporate achieved this stage of scale whereas additionally racking up $1.1million to donate to nonprofits, together with ACLU, March For Our Lives, and

In keeping with Edelman’s 2021 trust barometer, enterprise is now probably the most trusted establishment when in comparison with authorities, media, and NGOs. As Lemonade scales its enterprise whereas concurrently having a constructive influence on the world, it represents the newly outlined function firms are anticipated to play in society — the place they’re each for revenue and for good.

graph depicting businesses becoming only trusted institution

This new expectation of firms and their CEOs creates a duty and a possibility for companies to play an energetic function in constructing a greater future for all within the subsequent regular.

Making ready for the Subsequent Regular

I’ve witnessed extra change up to now 12 months than I did within the earlier 12 years. However now, on the event of HubSpot welcoming its 100,000th buyer and passing $1 billion, I am not wanting again as a lot as I am wanting ahead.

The following regular will not look something like 2019, and it will not look similar to 2020 both. It will likely be an period distinctive within the traits it ushers in and the alternatives it presents. At HubSpot, it is going to be our job to assist our future and current clients reap the benefits of these alternatives, whereas additionally persevering with to assist the likes of Headspace,, Airstream, and Lemonade as they scale and form the behaviors that may outline the following regular.

We plan on doing that initially by listening to our clients, and by then utilizing their suggestions to offer a world-class CRM platform as distinctive because the occasions wherein we reside and able to empowering scaling firms to thrive for years to return.

I wish to thank each buyer, companion, and worker for serving to us get to the place we’re at the moment. With out their ardour, advocacy, belief, and suggestions, the previous 15 years wouldn’t have been as thrilling, and the following 15 wouldn’t look as promising.

Our mission is to assist thousands and thousands of organizations develop higher. This week, we reached an necessary milestone on that journey. However, simply as the following regular is getting began, so too is HubSpot.

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