HubSpot has revealed a significant increase in its customer base after implementing its multi-strategy approach.
In its third-quarter earnings call, the software company announced that its total number of customers had increased to almost 300,000.
These tactics reveal how enterprises are willing to adopt AI with the correct tools given.
HubSpot CEO Yamini Rangan, remains confident in HubSpot’s continuing strategy to improve its customer tool adoption and outreach.
She said: “We are uncovering new ways to drive efficiency and finding signals to show our customers what’s possible with AI.
“I’m more confident than ever in our strategy and our ability to deliver value for customers in this new era.”
Rangan recognised that the result of this was down to three different factors:
- Multi-hub adoption
- Answer Engine Optimization strategy
- Platform consolidation
Multi-Hub Adoption
HubSpot has adopted the multi-hub strategy to encourage consumers to involve their enterprises in more than one hub.
This solution addresses the current trending issue of tool fatigue by supporting its enterprise customers to meet these AI innovations head-on.
In fact, this has become the model standard for a large number of customers, with 43% of customers who subscribe to HubSpot’s Pro Plus also subscribing to all three primary hubs.
Along with this strategy, the company has continued to enhance its agents across the board, as well as launching a new data agent towards the end of the quarter.
This approach has seen higher results and activity across all hubs and agents.
In one example, customers who used the Marketing Hub saw improvements in results and click-through rates thanks to its embedded AI features, such as the AI-powered email.
Its Prospecting agent saw a total of 6,400 customers during the quarter, with an increase rate of 94% and high rates of engagement with over 1,000,000 recipients.
Data agent, which launched recently at INBOUND in September, has already collected 700 customers.
HubSpot’s digital assistant ‘Brief’ has more than doubled in weekly usage for record summarizing and finding performance engagement insights.
Its Data Hub can be beneficial to this process, by helping customers to unify data from across an enterprise into one location.
Along with its standardized bots, HubSpot has also introduced its Breeze studio, allowing customers to create and design their own agents to fit their enterprise’s needs.
AEO
HubSpot’s Content Hub has also launched its Answer Engine Optimization (AEO) strategy to improve its customers’ visibility online and in AI-generated answers, allowing them to measure and refine their tactics.
This has included the launch of its AEO-focused tool, such as the Loop, a clear guide for how companies can drive traffic growth from both human and machine intelligence.
The tool has received strong responses from customers, with a total of 270 million viewers and 100,000 on the Playbook experience.
HubSpot’s Data and Marketing hubs have also been beneficial to the launch of Loop, helping to create personalized customer profiles and content targeted towards buyer objectives.
The second AEO product launch was the AEO Grader, which allows companies to grasp their popularity levels and image when they’re searched on AI engines.
Platform Consolidation
From strong results in the third quarter, HubSpot has seen substantial benefits for its customers from its unified, platform-first customer solution.
A primary justification for this upwind in the platform’s customer growth is its cost-efficiency method, with more companies choosing to go for unified operations to avoid integration expenses, as well as to view their marketing, sales, and customer services all in one place to simplify their AI innovation process.
This result has also benefited from HubSpot’s LLM connector approach, allowing its platform to connect with large-language-model (LLM) providers, such as ChatGPT and Gemini.
This approach has seen an upsurge in consumer reach across its LLM providers, with ChatGPT reporting more than 47,000 customers activating its connector, with over half of them being Pro Plus users.
Its cloud connector has also seen high levels of traffic, having been accessed by over 6,000 users.
HubSpot refers to this approach as a “key part of [its] AI strategy”, with the LLMs using public available data to create the insights, HubSpot can offer context to the insights and make them ready for market teams to use.
The company have also shown great success in its CRM, becoming the first to connect with all three – ChatGPT, Quad, and Gemini – for successful customer outcomes.
HubSpot also outlined the success of its shift towards a universal usage-based pricing model during the quarter, set to extend across the entire platform.
The system focuses on its AI agents’ actions, data hub syncs, and automation all under one operational framework.
To track and monitor customer usage, HubSpot uses credits to measure customer value growth and their use of AI and data inside the system.
By using more HubSpot tools, AI features, and data capabilities, customers can scale their value effectively without having to change their system environment.
Rangan said:
“Our vision is to make the core seat essential with AI and data value for every go-to-market employee. Credits are another powerful emerging lever.”
Key Q3 Financial Results
- HubSpot has revealed a global customer base increase of nearly 297,000, its total number of customers had increased by 10,900
- Its total revenue saw a strong increase at $810MN, up by 18.4% year-over-year
- The percentage of customer revenue retained above 80%, with customer net revenue retention at 103%
- Subscription revenue went up at almost $792MN, up 21% on an as-reported basis compared to Q3 2024
- Other professional services and revenue had risen to almost $18MN, up by 19% on an as-reported basis compared to Q3 2024
