One cohesive campaign that turns HubSpot's biggest launch of the year into pipeline, from our install base first, then net new. We become the sense makers who cut the noise.
Most customers use a fraction of what they already pay for. When the firehose of Unbound announcements hits, the instinct is to tune out. Our job is to be the concise, trusted voice that unpacks the noise and turns it into action, for people who already own HubSpot and for those who do not yet.
A tight 40 minute webinar and short content: everything that matters from Unbound, in Australian time, with none of the overwhelm. We make sense of it so clients do not have to.
The fastest value is in accounts we already know. Unbound is the perfect trigger to say "you bought this a year ago, look what you now have access to, for free."
For six weeks, every channel points one way. No generic newsletters, no off theme ads. LinkedIn, EDM, podcast, paid, sales calls, all Unbound. "I see you guys everywhere."
From kickoff on 7 September through wrap up in mid November. Tactics are tagged MKT marketing or SALES so both teams can see their lane. The webinar on Friday 25 September at 10am is the pivot point.
Business days only, Thu 3 to Fri 25 Sep. Every dated deliverable sits on its exact day. The grey line marks today. Content stays embargoed until Mon 21 Sep.
Marketing builds the demand and the assets. Sales works the base and closes. Same campaign, two clear lanes.
Create the pull. One cohesive drumbeat across every channel.
Pause everything off theme. For six weeks every newsletter, ad and LinkedIn post points to one campaign so the market sees us everywhere.
A 40 minute, AU time session co hosted with Dan from HubSpot. Everything that matters from Unbound, none of the overwhelm. Borrowed brand equity from the HubSpot name.
A 10 question scored quiz across the HubSpot hubs. The hero lead magnet: gives a score, then routes into a free audit. Built by the marketing team, endlessly repurposable.
Film as announcements drop, publish once embargo lifts on 21 Sep. "What's new in the zoo" recap posts and highlight clips.
Pre Unbound tease, embargo lift blast, webinar invite, replay follow up. Install base first, then net new.
Start weeks early promoting the webinar itself (no content revealed), then swap creative to the reaction video once the embargo lifts. Retarget the install base and site visitors to the quiz and webinar, prospect net new with the "using half your HubSpot?" hook.
Turn the webinar into a podcast episode with Dan, then syndicate. One recording, many assets, true content transposition.
Work the base we already have, then convert net new. Mostly automated.
Load the entire install base into the Unbound sequence. "Unbound came in, click here to set a time and we'll review what you have plus what's new that you already have access to."
Quiz completion drops into a 2 to 3 step sequence: thanks, book a call, add us to your portal for a full breakdown. Turns a lead magnet into managed accounts.
Customer exclusive angle under Joe's name: "you did the assisted onboarding solo, let us make sure you're getting full value." Great excuse to introduce Joe to pre his time PSOs.
Use Dan's updated install base doc: open deals we're not on, buyer intent signals, accounts to prioritise. Open partner sourced deals off the back of it.
"Unbound just happened, the game changed." Where discovery found a gap HubSpot has now filled, go back with the answer.
Add a QBR step to the closed won automation. Sent from Dan, framed as customer success not sales: "checking we fulfilled your expectations." Recurs every quarter for the life of the account.
Every review surfaces something: unused credits, sequences, buyer intent, prospecting agent, extra seats, contacts, new hubs, optimisations, paid media retainers.
Every tactic feeds the same flow. The goal is that the campaign does not end and die, it rolls into ongoing customer success.
200+ features, everyone overwhelmed
Webinar, video, EDM, ads
Score across the hubs
Add us to your portal
Ongoing success + upsell
Draft copy for social, the EDM webinar invite, and Meta ads. Written to be lifted straight into the channels, tweak names, dates and links before publishing.
Post 1 · Tease (week of 14 Sep)
Post 2 · Embargo lifts (Mon 21 Sep)
Post 3 · Quiz driver (week of 5 Oct)
Post 4 · Net new hook (week of 12 Oct)
Subject line options
Preview text
Body
Net new variant · swap the opener
Creative direction: use the day of reaction video and webinar clips as the primary video creative. Keep the RedPandas red + aqua palette consistent so the whole flight reads as one campaign. Test the quiz hook against the webinar hook for cold audiences.
Set targets on Monday's session. These are the numbers the fortnightly check ins with Dan should track.
| Workstream | Lead | Supported by | Cadence |
|---|---|---|---|
| Overall campaign & strategy | Moby | Marketing team, Dan (HubSpot) | Weekly to launch |
| Sales sequences & install base | Joe | Dan, sales team | Fortnightly with Dan |
| Quiz, webinar, EDM, ads, content | Marketing (Luca, Manolo) | Moby | Weekly stand up |
| Partner brief & priority accounts | Dan (HubSpot) | Joe, Moby | Monthly, all three |
| QBR / customer success engine | Joe | Dan (sends the invite) | Quarterly, ongoing |