Monthly Archives: December 2022

In the marketing industry, you’ve likely heard the term “market share” from time to time, but what does it mean? Why is it necessary, and how is it calculated?

As marketers, it’s important to understand market share so you know how your company ranks against competitors and can develop new marketing strategies to reach more potential customers. In this post, we’ll outline what market share is, how to calculate it, give real-life examples, and explain how you can increase yours.

What is market share?

Market Share Formula

Relative Market Share 

Relative Market Share Formula

Market Share Examples

How to Expand Your Market Share

Understand Your Market Share to Increase Business Success

Suppose consumers buy 100 T-shirts, and 70 are from Company A, 25 from Company B, and 5 from Company C. In that case, Company A owns a market share of 70% and is the leading industry competitor.

Market share is typically calculated for a specific period, like yearly or quarterly sales, and is sometimes separated by region.

Market Share Formula

Calculating your market share will give you an overall understanding of your position in the industry, but it’s also helpful to understand how you measure up to your direct competitors.

Relative Market Share

Relative market share compares your performance to industry leaders.

Rather than using total industry revenue, you’re dividing your market share by your top competitor’s market share, multiplying the result by 100. The result will show you the portion of the market you own in relation to your most significant competitor. The image below shows the relative market share formula.

Relative Market Share Formula

Market Share Examples

It may be easier to understand market share with real-life examples, so we’ll go over some below for businesses you may already be familiar with.

Nike Market Share

Nike is part of the athletic footwear and apparel industry, selling various sports equipment, casual shoes, and accessories.

Nike’s global market share in sportswear is estimated to be 43.7%. The brand is an industry competitor for Adidas and Under Armour.

Tesla Market Share

Tesla is part of the automotive industry and produces electric vehicles (EVs). Within the U.S. EV industry, Tesla holds an over 70% market share.

It’s essential to recognize that the market for EVs worldwide is significantly smaller than standard vehicles. EV’s market share in the automobile industry is 2.8%, and Tesla’s is .8%. These differences are significant, so it is vital to analyze relative market share to compare your business to your direct competitors rather than just the market as a whole.

Spotify

Spotify is a music-streaming platform and has the highest music-streaming market share with 31% of the market.

The second-highest market share belongs to Apple Music (15%), followed by Amazon Music (13), Tencent (13%), and YouTube (8%).

Amazon

E-commerce company Amazon has a U.S. e-commerce market share of 37.8% and is the leading online retailer in the country. Second place belongs to Walmart with 6.3%, and third place goes to Apple with 3.9%.

Target

Most recent statistics show Target is the largest department store retailer in the U.S. with a 38% market share. Walmart and Macy’s both rank second with 13%.

Chewy

Chew is an online pet product and food retailer with a market share of 40% in the U.S. The company plans to expand into the global market in 2024 and is expected to gain a 20% market share outside of the U.S. by 2030.

Google Market Share

Google has a market share of 92.37%, making it the most popular search engine in the world. It dominates the competition, as the second-largest industry leader is Bing with a market share of just 3.57%.

Once you’ve calculated your market share and understand how you relate to your industry competitors, you can begin strategizing how to increase your overall revenue.

How To Expand Your Market Share

Below are a few strategies your company can use to expand your market share.

1. Lower prices.

A great way to compete in your industry is to offer low prices. This is the low-hanging fruit of expanding your market share because consumers typically look for lower-cost products.

However, it’s also important to note that the cheap option isn’t right for every brand. You want to ensure that you’re pricing products appropriately to provide value to customers but not lose out on revenue opportunities to beat the competition.

2. Innovate new products and features.

Companies innovating and bringing new technology to the table often see their market share increase.

New products and features attract new customers, also known as acquisition, which is a driving factor for generating revenue. New customers make new purchases and, in turn, contribute to higher profit margins and larger contributions to overall industry revenue. More significant contributions directly translate to increased market share.

3. Delight your customers.

One of the best ways to grow your market share is to work on existing customer relationships.

You can inspire customer loyalty by delighting current customers by providing exceptional experiences and customer loyalty. Loyal customers are more likely to make repeat purchases, which increases your business revenue and contribution to total industry revenue. As mentioned above, higher revenue contributions equal a higher market share percentage.

4. Increase brand awareness.

Branding awareness and national marketing play a significant role in capturing market share. Getting your name out there is important, so customers know who you are. Becoming a household name and the preferred brand in an industry will help increase your market share.

Generally, larger companies have the highest market share because they can provide products and services more efficiently and effectively.

But why is this so important? Below, let’s figure out what impact market share can have on your company.

Market share is more important in industries that are based on discretionary income. Market share doesn’t always have a significant impact in constantly growing industries. However, it’s important to remember that a company can have too much market share — also known as a monopoly.

For example, with growing industries with a growing market share, companies can still increase their sales even if they lose market share.

On the other hand, with discretionary income industries, such as travel or non-essential goods like entertainment and leisure, the economy can significantly impact market share. Sales and margins can vary depending on the time of year, meaning that competition is always at an all-time high.

Higher competition often leads to risky strategies. For instance, companies might be willing to lose money temporarily to force competitors out of the industry and gain more market share. Once they have more market share, they can raise prices.

Understand Your Market Share to Increase Business Success

Lower market shares can let you know that you need to focus on customer acquisition, marketing to raise brand awareness, and overall strategies to increase revenue. Higher percentages indicate that your current plan is adequate and that you should focus on customer retention and product innovation.

Whether your company is well-established or just starting, it’s important to understand your industry standing as it will help you meet business objectives and achieve desired success.

The movie Field of Dreams famously claims, “If you build it, they will come.” Unfortunately, this passive approach is just not true for content marketing. The marketing channels you use to distribute content are just as important as the content itself.

Marketing channels are the different tools or platforms you use to reach your target audience. By understanding the different values of specific marketing channels, you will be able to form a content distribution plan that fits your audience.

The Hubspot Blog surveyed more than 1,000 global marketing professionals in the B2B and B2C space to discover which marketing channels are being used by businesses today.

Read more to see how you can amplify your reach and increase revenue, while also prioritizing your current customers.

Top B2B Marketing Channels

The landscape of B2B marketing is changing. If your team is using old data, you’re already falling behind.

In a 2022 HubSpot survey of over 1,200 marketers, more than 80% said that marketing has changed more in the last three years than in the last 50 years.

Image Source

In 2023, the top channels used by B2B marketers will be social media, websites, blogs, and email marketing.

Short-form videos and influencer marketing are top marketing channels that businesses plan to invest more time and resources into in 2023.

Image Source

Social media is likely a top digital marketing channel because of LinkedIn. In the B2B landscape, LinkedIn offers a great platform for interacting with business-minded people. LinkedIn is also fifth as the most effective platform to use, with a 14% ROI.

Of the B2B marketers surveyed, 41% predict that their budgets will increase in 2023, giving more wiggle room for investing in new channels.

B2B marketers will likely focus significant effort on website and blogging channels because buyers often rely on websites before making purchasing decisions.

Websites also offer vital content sources for prospects, and SEO is how B2B marketers plan to attract their ideal customers.

Keyword strategy can be time-consuming but also relatively low-cost when creating organic content. People make nearly 97,105 searches on Google per second, meaning SEO has significant implications for advertising.

Email or newsletters are a powerful channel for B2B marketers to leverage. Email marketing helps brands share educational information with customers.

This strategy has also proven effective. In 2023, 32% of marketers reported that they will leverage email marketing to engage potential customers.

A targeted email campaign can also be automated, letting marketers focus their energy elsewhere. When sending emails, subscriber segmentation and message personalization are the most effective strategies.

In 2023, you can expect B2B marketers to continue their investments in blogs and email marketing while also increasing investments in social media platforms.

Top B2C Marketing Channels

B2C marketers invest in top channels as B2B marketers, but the order is different: social media and email marketing come first, then websites and blogs.

B2C marketing is usually focused on offering enjoyable content and quick wins, while B2B marketing focuses on long-lasting relationships with customers. 51% of B2C marketers expect their budget to grow in 2023, a jump from 44% last year.

Focusing on social media makes sense. As of 2022, there were roughly 4.74 billion social media users around the world, according to analysis from Kepios. That equates to 59.3% of the total global population.

So, B2C customers are most likely to engage on social media. For 2023, Facebook, Instagram, and YouTube are among the highest social media investments for B2C brands.

Image Source

Email marketing may just mean newsletters, but it can also be used for B2C content such as personalized communication, time-sensitive notifications (like product launches or sales), and cart abandonment email reminders.

Email is also an owned media channel, meaning nobody is dictating when, how, and why you can contact your prospects. However, keep in mind that customers will unsubscribe from oversaturation.

Blogging and websites can be used together to generate brand awareness, drive traffic, convert leads, and, most importantly, establish your authority.

Of the B2C marketers surveyed, 36% already use websites and blogs to connect with customers, and that is likely to increase in the coming year.

When you create your blogs with SEO tactics in mind, you’re even more likely to meet your marketing needs, as you’ll surface in SERPs when customers make queries related to your business content.

SEO ranked third as the most effective marketing channel to leverage in 2023.

Omni-Channel Marketing

Leveraging a single marketing channel with one strategy no longer works. In fact, HubSpot research shows that 92% of marketers leverage more than one channel. In 2022, 81% leverage more than three.

“100% of the companies we worked with that grew focused on omnichannel marketing and continually expanded,” writes Neil Patel, CMO and co-founder of NP Digital. This diversified approach helps teams stay agile and pivot when certain platforms become oversaturated.

A common omni-channel approach that B2C companies leverage is content repurposing. HubSpot found that 82% of social media marketers repurpose content across various social channels.

This creates continuity with brand messaging while also reducing the amount of work content creators will need to engage on many different marketing channels.

Video Marketing

If you’ve yet to get started in video marketing, now is the time. Video can boost conversions, improve ROI, reach new audiences, and help you build relationships with current customers. Video is the top media format marketers leverage for their strategies.

When creating video, short-form content takes the cake for both B2B and B2C marketers. In the age of TikTok, many social media brands are rewarding content creators who make short-form video content that encourages viewers to stay on the app longer.

Marketers plan to increase investments in the strategy for 2023, with 29% of marketers planning to leverage this strategy for the first time.

Influencer Marketing

Influencer marketing is when businesses partner with a relevant, popular creator in their industry to put out advertisements or specific pieces of content.

Influencers can generate brand awareness by providing a familiar face, personality, as well as social proof.

Consumers trust marketers less and less, shying away from lead-generating content.

Influencers can combat this mistrust by being personable and sharing common interests. In the tech age, influencers might even be the closest thing to word-of-mouth marketing.

One study from TopRank Marketing found that 86% of B2B brands are successful with influencer marketing. A nice bonus is a return on investment (ROI) for influencer marketing, with every dollar spent totaling $5.78 ROI in 2021.

Influencer marketing will see significant growth in 2023, HubSpot found, with 17% of marketers planning to invest in it for the first time. Of marketers already using this tactic, 89% of marketers using it will increase or maintain their investment next year.

Search Engine Optimization

Successful optimization can bring in traffic and increase conversions by positioning you as an authority.

All your web content needs search engine optimization. That includes your YouTube channels, Google business profile, and even podcast episodes should be optimized using target keywords.

To build a thriving organic presence online, consider implementing the pillar-cluster model into your blog (35% of B2B and 59% of B2C marketers report it as an effective strategy).

By doing this, you’ll create a single pillar page that provides a high-level overview of a topic and hyperlinks to cluster pages that delve into the topic’s subtopics, signaling to Google that your pillar page is an authority on the topic.

Additional SEO tactics that marketers effectively use include search insights reports, optimizing photos or videos for visual search engines, and optimizing load speed.

Podcast Marketing

As of 2020, 55% of the U.S. population aged 12 and above listens to podcasts, and 37% listened in the last month for an average of six hours per week. Audio content is in demand, so it’s worth considering as a platform to reach your audience.

Image Source

Podcast hosts can also serve as your brand-specific influencer, demonstrating the human side of your business.

The passive listening of a podcast makes it an ideal platform for reaching people during their morning commute, while walking their dog, or cleaning the house.

Featured Resource: How To Start a Podcast For Your Business

Storytelling is an excellent way to capture your audience’s attention while also making your brand more personable.

The human brain is programmed to crave, seek out, and respond to a well-crafted narrative — that’ll never change. Check out this blog on how to include more storytelling in your content.

Only 1 in 3 marketers reported leveraging podcasts or other audio content in their strategies, but 53% of those that do say that it is the most effective media format they use.

In 2023, podcasts will see the 2nd highest investment, second only to video. In fact, 10% of marketers said they would invest more in audio content than any other media format.

Word-of-Mouth Marketing

Trusting a brand is more important than ever. As of 2020, 70% of consumers say it influences their purchase decisions. Consequently, paid content is trusted less and less as online content becomes oversaturated.

Marketers need to earn the trust of consumers by relying on customer recommendations and word-of-mouth marketing.

Actual consumers are more effective in earning trust than marketers who obviously have agendas. Customers will typically only rave about a product or service if it actually benefits them.

People trust other consumers over marketers because marketers always have their eyes on the bottom line.

Word-of-mouth marketing is more than just face-to-face conversations. For example, satisfied customers will post about your brand online, tell their roommates they like your service, and leave positive reviews on your product pages.

Only one of those examples involves an actual, in-person conversation, but they all include consumers vouching for your brand’s credibility.

Word-of-mouth marketing, at its core, requires you to create a truly magical and converting customer experience. Focus on offering top-notch customer service and going above and beyond for your customers to leverage this channel.

What Now?

Now that you know the stats behind different marketing channels, consider how you might reach your audience in a new way or perhaps even reach a new audience.

Different marketing channels bring various benefits, but most businesses can find a way to use different channels in their marketing strategies to meet business goals.

Using different channels creates multiple points of contact, nurturing your leads and increasing conversions. Remember that a customer likely came into contact with your brand at least seven times before taking action.

By contacting them on different channels, you can expedite this process and reach your 2023 marketing goals.

Editor’s Note: This post was originally published in Dec. 2021 and has been updated for comprehensiveness.

With more than 2 billion monthly users, YouTube can help businesses reach a huge audience. To use the platform as an efficient marketing tool, you’ll need to stay current on the latest YouTube ad specs.

Wondering how you should format your ads? In this post, we’ll explore the requirements for YouTube advertisements by covering the following.

What are YouTube Ads?
The Types of YouTube Ads
How to Make the Most Out of YouTube Ads

Youtube is the second most active social media platform in the world, according to DataReportal’s global social media statistics. Creating ads specifically for this platform can help you meet your current marketing goals.

Before you create your first ad, you’ll need to create an account (if you don’t already have one). Then, you’ll choose which type of advertisement you want.

YouTube ads have a variety of different formatting requirements. Ad formats are determined by the advertiser and may vary based on which delivery option is selected. After selecting your delivery option, you need to create the right creative.

So what are your options for advertising on YouTube? Take a look at the range of ads and their requirements below.

Types of YouTube Ads

Even though YouTube is a video-oriented platform, there are two types of ads you can use to reach your audience.

Video ads
Non-video ads

Video ads are what you’d expect. They’re the pre-roll ads that play before a video plays on your computer or mobile device. You can also see them in the sidebar of the Youtube app.

Image Source

Non-video ads are text-based ads that appear on the right side of the screen after you’ve watched a video and are waiting for it to load another one.

Image Source

Both video and non-video ads can be helpful marketing tools. To choose which format you should use, you need to know:

Who you are trying to reach.
Your main goals for the specific advertising campaign.
Which format aligns best with the qualities that you want to showcase in your ad.

Now, let’s explore how video and non-video ads work and what options each one offers.

YouTube In-Stream Ads

Most YouTube videos have ads either at the beginning of the video (these can be skippable or non-skippable) or in the middle of the video. These are called pre-roll and mid-roll ads, but they are also known as in-stream ads.

Image Source

What we love: In-Stream Ads are great for encouraging viewers to check out your content, and they’re also great at breaking up the monotony of watching long videos on repeat.

You can also customize these ads with your own branding and messaging, which makes them a great option if you have multiple products or services to promote.

Specs:

Recommended video dimensions: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p)
Minimum dimensions: 426 x 240
Maximum dimensions: 3840 x 2160
Aspect ratio: 16:9
Maximum file size: 128GB or 12 hours, whichever is less
Accepted video formats: .MOV, .MPEG4, MP4, .AVI, .WMV, .FLV, 3GPP, and WebM
The skippable video length max is 6 minutes (skippable after 5 seconds)
Non-skippable video length max is 15 or 20 seconds (30 seconds in some regions)
Mid-roll video length minimum is 30 seconds

In-feed YouTube Ads

In-feed YouTube ads put your brand in front of your audience’s eyes. How? They identify what your audience is watching and strategically place your ad in their own feeds so they can find you without even noticing.

In-feed YouTube Ads often appear on a viewer’s recommended and home pages. Their main goal tends to be featuring different products in order to directly generate sales, but they can also be used for different lead generation or brand awareness campaigns.

Image Source

Discovery ads offer another form of in-stream ads. These ads appear in the viewer’s YouTube Home feed, Watch feed, and Search feed. For example, you may search “cooking tutorial” only to find a sponsored recipe at the top of the list.

Image Source

With these ads, you can place your content in front of those already searching for similar videos.

Specs:

Video requirements: you need a link to which public or unlisted YouTube video you want to promote
Image requirements: when creating this ad, the platform allows you to pick from one of four video thumbnails
Text requirements: your video headline should be 100 characters maximum
Description requirements: No more than to 2 lines with 35 characters each

YouTube Bumper Ads

With bumper ads, you can target specific audiences based on their interests and demographics. These ads are six seconds or shorter, playing before, during, or after another video.

As an advertiser, you can choose when these videos appear. Plus, viewers don’t have the option to skip the ad.

Remember: A 300 x 60 image will run with your video ad. Make sure your creative team delivers both your video and image assets.

Specs:

Accepted video formats: File format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG
Maximum file size: 1GB
Maximum Length: 6 seconds
Recommended video dimensions: 640 x 360 or 480 x 360
Companion image dimensions: 300 x 60 .jpg, .gif, or .png

YouTube Display Ads

Display ads consist of an image that runs across the top of your screen while you’re watching a video on YouTube. These images may include text and links that allow viewers to click through to take an action such as visiting an advertiser’s website or signing up for their newsletter.

​

Image Source

Specs:

Maximum image dimensions: 300 x 250 pixels for the larger view
Minimum image dimensions: 300 x 60 px for the smaller view
Recommended video dimensions: 426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p)
Aspect ratio: 16:9
Maximum file size: 128GB or 12 hours, whichever is less
Accepted video formats include: .MOV, .MPEG4, .MP4, .AVI, .WMV, .MPEGPS, .FLV, 3GPP, and WebM

Overlay Ads

Overlay ads are some of the most common types of ad space on YouTube. They appear over the video’s leading content and can be either horizontal or vertical in format.

Image Source

Why are overlay ads important? Well, one of their main advantages is that they are free.

That’s right, you don’t have to pay anything extra for these ads. It’s part of YouTube’s service for anyone who wants to use them. That means these ads are often used as a way to promote products or services, and they’re great for increasing brand awareness.

Specs:

Landscape aspect ratio: 16:9
Vertical aspect ratio: 9:16 or square 1:1 or both.
Keep within recommended YouTube banner size of 2560 x 1440 px

Make the Most Out of YouTube Ads

70% of users report buying a product after seeing a Youtube Ad, so knowing how to use this resource effectively can change your marketing game completely. Now that you know what types of ads are available, here are some tips that can help you navigate through these different options.

First, consider your target audience. Are they millennials? What do they like? How are they looking for what they want to find on the internet? Knowing this will help you determine which type of ad will best resonate and which ones to avoid.

Next, decide how much money you want to spend on each campaign. You’ll need to carefully consider how much money you have available — and your desired return on investment — before making any decisions.

Then, your team can start gathering the right creative materials. To learn more about how YouTube ads are changing marketing strategies, see our list of must-know YouTube statistics.

Editor’s Note: This post was originally published in Sept. 2021 and has been updated for comprehensiveness.

We’ve entered the era of purpose.

70% of employees believe it’s important to work for a business with a clear sense of purpose.  And, 54% of consumers have reduced or stopped purchasing from organisations they think missed the mark on environmental or social issues.

Additional, countless data points in our most recent State of Consumer Trends Report highlight how having a solid purpose or mission will win over today’s audiences and enable you to stand out against competitors.

The last two and a half years have brought into focus what it means to be a purpose-driven company. The global pandemic disrupted supply chains and highlighted rising inequalities. The ongoing threat of climate change shifted market dynamics and investor expectations, leaving businesses realising they must act. Not to mention, the Great Resignation/Reflection proved that employees are increasingly seeking value and purpose at work.

There’s no question that driving value for stakeholders, society, and the planet is imperative. Today and in the future, we’ll see more companies start to weave purpose into their business.

But, purpose is more than a buzzword. For winning companies, purpose declares a company’s core reason for existence and its unique impact on the world. Done right, companies connect people’s individual purpose with the organizations. But, building that doesn’t come easy.

That’s why leaders iterate and evolve on a company’s purpose as they grow. At HubSpot, our purpose of building a company that future generations would be proud of serves as our roadmap to help determine which ESG (Environmental, Social, Governance) initiatives we pursue to make an impact.

While we’re still early in our journey, there are three areas that I believe are key for companies to deliver on purpose: authenticity, engagement, and influence.

How to Run (& Market) Your Brand With Purpose

1. Embed purpose in a way that’s authentic to your organization

In the 2011 Black Friday edition of The New York Times, Patagonia published a bold full-page ad telling customers to not buy their jacket. Going into detail as to why, Patagonia transparently listed the factors: the jacket required 36 gallons of water to produce (enough to fill the daily needs of 45 people), emitted 20 pounds of carbon dioxide (24 times the weight of the jacket), and produced two-thirds of its weight in waste.

Source: Patagonia, The New York Times

It’s not just about simply stating that you have a purpose. Authentic purpose-driven companies “walk the walk” by being transparent, accountable, and authentic in everything they do. Patagonia’s campaign resonated with so many because it had a powerful message without sacrificing their purpose of being in business to save our home planet.

To truly drive change, purpose must be rooted in authenticity. Without authenticity, purpose falls flat and leads to distrust and confusion.

That’s why at HubSpot, we walk the walk before we talk the talk. Everything from our business decisions, our action plan around Black Lives Matter, and where we’re falling short is communicated clearly to our employees before it’s shared externally. Companies can lead with authenticity by ensuring their purpose reflects the company’s core values, continually reinforcing how employees are contributing to purpose, and committing real action to deliver on that purpose.  

2. Engage employees to activate their purpose

Before you even consider marketing around your purpose, you’ll want to engrain it within the work you do.

According to Mckinsey & Company, 70% of employees feel that their sense of purpose in life is defined by their work, indicating that an organisation’s purpose can be a strong influence on an individual’s sense of worth.  

At a time when people are looking to derive meaning from their work, it’s important to continually reinforce how and why employees can contribute to making an impact.

One way to engage employees is by communicating not only the company’s actions, but also what employees can do to get involved.

For Earth Day this year, members of our Eco@HubSpot employee interest resource group participated in a Slack event called the Growing Greener Challenge, where they received one easy action each day to help invest in our planet.

 For each completed action, HubSpot donated to the Global Greengrants Fund (GGF). Collectively, HubSpotters took 1,306 actions – including buying local foods with a low carbon footprint, unplugging appliances not in use and repurposing items that would normally be thrown away – raising over $9,000 for the GGF.

It’s also important to set the tone at the top, and create an environment where employees feel comfortable living their purpose at work. As part of our twice-a-year performance reviews, all employees, including executive leadership, are asked to share how they are prioritizing diversity, inclusion, and belonging — a core part of our mission — in their work.

And at every company meeting, we take time to recognize HubSpotters who embody an aspect of our core values, which helps to inspire a sense of purpose across the business.

3. Consider your influencing role in purpose.

Purpose shouldn’t live in a vacuum. Part of being a responsible, purpose-driven company is not only creating value for your own company, but for others within your larger ecosystem. This can include your customers, suppliers, and even your customers’ customers.

As pressure continues to build for companies to meet regulatory demands and take action on climate change, suppliers will be expected to do more than just deliver product. They’ll be asked in detail about what it means to be a responsible business.

Recently, I’ve been engaging with our customers to understand the sustainability issues they care about and how we may be able to collaborate. The feedback is clear: they have a real appetite for more transparency into what we’re doing, and want to join us on our journey. With over 135,000 customers across more than 120 countries, it would be irresponsible not to recognize the tremendous potential we have for impact. Getting a good grasp of and investing in this multiplier effect is key to success.

As we gear up for a new year, we’re asking ourselves how our ESG efforts connect with HubSpot’s mission, purpose, and core values. We have made good progress but still have a way to go and more to learn, but by leading with authenticity, engaging our employees, and considering our influencer role, we’ll continue to make progress on our authentic purpose to build a company that future generations can be proud of.

What’s Your Purpose?

Purpose isn’t just something you can mention in a marketing campaign.

Ultimately, your purpose is like a promise that you’re making to your audiences and employees. Make it thoughtful, actionable, and intentional.

Now that you’ve learned how to truly embrace your purpose, it’s time for you to decide what that brand purpose will be.

To learn more about how mission and purpose impacts your audiences, customers, and employees today, check out our State of Consumer Trends Report below.

Post Content