Benchmark Data
Each week's content was crafted by digging into our own aggregated and anonymized customer data to help bring to light current marketing, sales, and services trends.
An Education Series
As we’ve heard from so many of you, the global health and economic crisis has upended businesses across every industry. We hope you'll join us as we work together to find new strategies, opportunities for connection, and paths for conversion.
This year - through weekly content installments - we’ll be focusing on the shifts you need to make to build a marketing and sales strategy for today’s unique situation and tomorrow’s new economy.
Each week, we created new content to help you navigate the uncharted waters of 2021. This content was bundled with dozens of other resources to provide you with as many ways to learn as possible.
Each week's content was crafted by digging into our own aggregated and anonymized customer data to help bring to light current marketing, sales, and services trends.
No matter how you learn, we've got you covered with blog posts, guides, templates, and more for each theme below.
For each theme below you'll find our recorded session with thought experts from across sales, marketing, and services.
With over 30 webinars to choose from, it can be hard to know where to start - so we're highlighting a few of our favorites here! Want even more selection? You can browse our full list of webinars.
We wrapped up the Adapt 2020 series with a discussion featuring HubSpot executives Yamini Rangan (CCO), Kip Bodnar (CMO), and Michelle Benfer (VP of Sales). These three experts reviewed data and key insights from this transformative year, as well as offer advice for sales and marketers heading into 2021.
With how fast the world around us is changing, people are looking for more information than ever, and they’re looking for it online. If your website wasn’t already top-of-mind as a main resource to grow awareness for your business, sell products or services, or keep your prospects and customers informed - it should be now.
View dozens of on-demand webinars, guides, blog posts, user-trainings and more by browsing themes from previous weeks of Adapt 2020.
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Since launching Adapt 2020 in March, we've learned a lot. We reflect on some of the biggest take-aways from 2020, and turn our heads toward what new trends are to come in 2021.
We wrapped up the series with a discussion featuring HubSpot executives Yamini Rangan (CCO), Kip Bodnar (CMO), and Michelle Benfer (VP of Sales) as they reveal data to reflect marketing, sales, and services performance from throughout 2020. This power-house trio extracted key insights from this transformative year and offered advice to marketers and salespeople heading into 2021.
Your website says a lot about your business.
But building and managing a great website takes planning. How do you want customers and leads to experience your brand? And, how can you balance your business goals when crafting a delightful and unique online presence?
Join us as we sit down to discuss how to intentionally design your website to showcase your company, meet your business needs, and help you stand out from the (online) crowd.
Interactive Learning
Blogs Posts We Love
Driving growth is all about delivering a great customer experience. To keep up, it takes the coordination of more teams and more tools, working together like a well-oiled machine. But as your go-to-market machine grows, so does the potential for misalignment to sneak in, and complexity to slow you down.
That's where revenue operations (RevOps) comes in. RevOps is the mindset, practice, and manifestation of unifying your internal operations. Join us this week as we take a deep dive into how RevOps can help your organization scale in 2021.
We discuss How to Future Proof Your Tech Stack, and How to Design a World-Class RevOps Team. Register using the link below for access to both on-demand webinars!
Learn how businesses everywhere are building Revenue Operations teams and processes to help their business grow. We came together with Chargebee to give you a tool to maximize your RevOps strategy for 2021.
HUBSPOT ACADEMY INTERACTIVE EDUCATION
As we reflect on 2020 and look ahead to next year, it’s clear that success will be found through flexibility and resilience. So, how can sales leaders and reps prepare for 2021?
Join thought leaders from HubSpot, Aircall, Sandler Training, and LinkedIn to learn about trends for buyers and sellers in the changing global sales landscape, based on findings in HubSpot's 2021 Sales Enablement Report.
But what did this year actually look like for sales leaders? To find out, we built a report featuring insights from experts at LinkedIn, Sandler Training, and Gong.
HUBSPOT ACADEMY INTERACTIVE EDUCATION
The better you align sales and marketing teams, the more likely you are to effectively engage prospects, delight and retain customers, and build advocates for your brand. And as your organization scales in size, maintaining alignment as processes and systems grow more complex is even more crucial.
Join HubSpot Sr. Director of Marketing, Rachel Leist as she sits down with experts from Trello, Venngage, and DocuSign to discuss how to get sales and marketing teams working in unison during times of growth, and especially during times of disconnect and uncertainty.
The Collaboration Secrets of High-Functioning Remote Organizations
In today's flywheel, alignment is crucial for business success. We teamed up with Trello to give you the best practices you need to align your sales and marketing teams—all while working remotely.
Actions your ideal customers take online can help your business better understand their challenges and unmet needs, and how your offerings can help. As your database grows and your buyer becomes more complex, this becomes increasingly true.
But which data points are most helpful, and how should you incorporate these key events or info into your marketing and sales strategies?
Join HubSpot product expert Elise Beck as she sits down with Pedro Clivati, Head of Growth at GrowthHackers, and Maria Miroshnichenko, User Acquisition Team Lead at Monday.com as they take on the topic of data-backed personalization.
HubSpot Users - Wondering where to start with Custom Objects?
Register for our on-demand webinar with HubSpot Product and Academy leaders. We'll share an overview of Custom Objects, discuss how they can support your business, and answer your FAQs.A Data-Driven Approach To Growth Marketing
Growth marketing is all about experimentation. In this guide, HubSpot and GrowthHackers came together to help you build a growth marketing strategy, with experiments you can start running today.
When building a system to support your sales motion, organizations face a tough choice: piece together different solutions, fully invest in a customized platform, or opt for something in between. Power and complexity can become intertwined. So, how can you grow without creating confusion?
Few people understand platform ecosystems and martech better than HubSpot's VP of Platform Ecosystem, Scott Brinker. He's joined by thought leaders from sales and platform experts from Intercom, Zapier, and Slack.
Blog Posts We Love
Some Resources Just for Our Users
How can your business compete for the attention of online shoppers this year and beyond? Online shopping has been on the rise for years, and it's expected that people will flock to online retailers in this unprecedented holiday season. It’s one thing to take your existing customers and drive them online, but another to grow a successful ecommerce business.
Join HubSpot Director of Sales Productivity, Morgan Jacobson, as he talks about how brands can prepare for the holiday season and beyond to capture the increased share of online shopping. He'll be joined by experts from Woocommerce, Wix, and Later.
Free Templates, Lessons and Courses:
Blog Posts We Love
In today’s tough economy, you don’t have time to waste marketing or selling to the wrong leads. This year and next, focus on breaking through a noisy field of competitors to reach your prospects in a fully digital world. This week we turn our attention to Account-Based Marketing (ABM). We’ll dive into how sales and marketing can work together - remotely - to target high-potential accounts and wow them, all the way from prospect to customer.
Join Senior HubSpot Academy Professor, Kyle Jepson, as he picks the brains of LinkedIn's Partner Marketing Lead, Kaitlin Bellay as well as CMO of RollWorks, Randi Barshack.
Free Templates, Lessons and Courses:
Blog Posts We Love
Today’s unsteady economic climate means annual planning is more important than ever. For Sales Operations teams, accurate forecasting is the most critical component of the planning process. The better Sales Ops can forecast with confidence, the faster your business can grow. But make no mistake -- forecasting is as complex as it is critical.
Businesses face challenges when predicting accurate revenue, often armed with siloed processes and dirty data. And especially this year, Sales Ops professionals can’t afford to let today’s shifting plans impact tomorrow’s strategic direction.
Spotlight Webinar [ On-Demand]
Today’s unsteady economic climate means annual planning is more important than ever. Join Channing Ferrer, VP of Sales Operations & Strategy at HubSpot, as he sits down with experts from InsightSquared, Chargebee, and ProfitWell as they talk about how sales ops can navigate these rough waters and become the heroes of planning season.
Featured Education Content
The State of RevOps Report: Reducing Friction In The Flywheel -Revenue Operations should be at the center of your flywheel. In this report, ProfitWell and HubSpot break down company data that will get your RevOps strategy on the right track.
Free Templates, Lessons and Courses:
Blog Posts We Love
Featured Academy Lessons for HubSpot Users
Join HubSpot sales leader, Mintis Hankerson, as she sits down with HubSpot VP of Product and General Manager, Lou Orfanos and as they sit down to discuss emerging trends in buying/selling, and share practical advice for managers and sales reps.
We got together with PandaDoc to compile our most popular training for closing deals and packaged them for you to practice on your own time. In fact, we sifted through hours of sales training footage from our internal meetings
in order to hand-pick the best tactics just for you.
Free Templates, Lessons and Courses:
Blog Posts We Love
Featured Academy Lessons
The world as we know it now conducts the majority of its business online and over video. Learning new skills, attending a convention, company meetings… video video video. While hosting more virtual events, are we really taking the time to improve, or are we just going through the motions?
Live video content of all types isn’t going anywhere anytime soon, so this week we want to turn our focus on how to improve your webinars, meetings, and live online events. We’ll examine how to plan virtual events, what tools you can use to engage your audience, and how to create experiences that supplement the events that you’re creating.
COVID-19 has turned in-person events to virtual events. HubSpot and Vimeo came together to show you how to put on a successful virtual event that performs. This guide includes budgeting advice, event planning practices, promotional tips, a gear overview, and tons of examples for you to learn from.
Free Templates, Lessons and Courses:
Blog Posts We Love
Featured Academy Lessons
Product Overviews
The COVID-19 pandemic has contributed to record-breaking cybercrime. It’s a perfect storm: Global quarantining at an unprecedented scale means that bad actors are focusing their efforts online, while more people than ever are going online both for business and leisure. Combine this with the worldwide fear and uncertainty of the virus, and you have an audience primed to be sucked into scams.It’s more important than ever to protect yourself, your business and your customers online. And luckily, it’s pretty easy to do.
Featured Content Bundle
Alyssa Robinson, Deputy CISO at HubSpot, sits down with cybercrime experts from Rapid7, Cybereason, and Sohpos to discuss what the average sales, marketing, or operations professional needs to know to keep their business safe.
In this bundle, you'll also get immediate access to our free resource, Keeping Your Business Secure: A Checklist For Basic Website Safety created in partnership with Sophos.
Free Lessons and Courses:
Blog Posts We Love
HubSpot User Deep-Dive
Join us to learn about multi-factor authentication, email hygiene, managing user access, site security and more. Plus, we'll answer questions you've posed in the HubSpot Community.
A lot has changed over a short period of time. Many businesses have adjusted decades-long processes, dealt with an influx of customer questions, or brought new customers on for the first time under less-than-ideal circumstances.The question is - how are they doing with all this?
Your customers’ feedback is an invaluable tool to keeping retention high, attracting new business, and generally improving how your company operates.
HubSpot GM and VP of Product, Ying Chen sits down with guests from Wootric, Typeform and Podium to talk about how to set up systems and processes that help you track what your customers are thinking and saying about your business--and what you can do with those insights.
By registering for this webinar you'll also get immediate free access to our free report, The 2020 State of Services.
Free Templates, Lessons and Courses:
Blog Posts We Love
Featured Academy Lessons
Product Overviews
From paid spend to content strategy, brands have found that having a plan for how and when to shift their strategy on social media is a must. HubSpot Head of Social Media, Andrew Delaney, sits down with experts from Socialbakers and Talkwalker to examine how companies can prepare themselves for the uncertain.
This on-demand webinar is paired with our free report, "How Brands Approach Social Media During an Economic and Global Health Crisis" created in partnership with Socialbakers.
Additional Educational Resources
Free Lessons and Courses:
Guides and Templates:
Blog Posts We Love
HubSpot User Deep-Dive
Featured Academy Lesson
Understanding Social Media in HubSpot
Product Overviews
Chat volume has steadily risen week-over-week since the beginning of the pandemic, peaking the week of July 27 with a 64% increase over pre-COVID averages . Bottom line - if you’re not using chat to serve your customers yet, you should be considering it. And if you are using it, you should be making sure it’s providing the person on the other end with a great experience.
Featured Customer Content
Join Academy Professor, Adi Shah for a HubSpot User deep dive webinar on how to turn your chat strategy into a reality within HubSpot's software.
Featured Sell From Anywhere Show Episodes
*At 9:09, Morgan says Aircall.com - for anyone interested in Aircall, please visit Aircall.io
Skills Every Sales Rep Should Master While Selling Remote;: hosted by HubSpot VP of Sales, Michelle Benfer and our guest is Brian Williams, Founder and CEO of Perspectivity Intl.
Featured Resource:
The Remote Sales Playbook - dozens of resources to help you sell from anywhere.
For three months now, we've been aggregating data from our global customer base of 70,000+ companies to understand how business metrics are shifting as the world grapples with the impact of COVID-19.
Join our leadership team as they review performance across sales, marketing, and services and discuss what the path to recovery looks like.
WATCH NOWSeveral themes continue to emerge from the data. You can see a more complete write-up on those themes on our blog, and find resources to help with some of the major trends below:
With how fast the world around us is changing, people are looking for more information than ever, and they’re looking for it online. In fact, website traffic has remained consistently higher than pre-COVID averages for 10+ weeks straight.
Odds are good that in the last few weeks you’ve had to disseminate information faster than normal, move a portion of your go-to-market online, stand up an ecommerce platform, expand your customer support and education, or perhaps all the above.
The moral of the story is, if your website wasn’t already top-of-mind as a main resource to grow awareness for your business, sell products or services, or keep your prospects and customers informed - it should be now. That’s why this week is all about helping you pivot how you use your website -- and fast.
Featured Webinar
Watch on-demand as an all-star group of panelists join us to discuss how you can pivot your website from just place for your brand to live online, to an online growth machine.
Educational Resources
New and Featured Resources
Blogs to Read:
HubSpot User Deep Dive
Livestream: Designing a Website that Works for You - Your website and brand assets are more important now than ever before. Join us to understand how you can take your site and content design to the next level by leveraging HubSpot and Canva.
Additional Academy Content:
Employee satisfaction has become an increasingly important focus for people operations teams, and companies as a whole. We've learned that attracting and retaining great talent and delivering a fulfilling employee experience is about more than a title or paycheck. It's about creating a truly inclusive workplace in which all employees feel welcome, motivated, and empowered to bring their whole selves to work. But this isn't a straightforward task, and it's only made harder during times of uncertainty.
Featured WebinarJoin HubSpot's Chief People Officer, Katie Burke, as she sits down with an amazing panel to discuss what you can do to ensure your employees and colleagues feel valued, safe, and heard. This discussion will primarily focus on the COVID-19 pandemic and how to care for employees amidst all the changes in the world, but will also touch upon how to acknowledge racial inequality and support employees impacted by the current events happening in the United States.
Educational ResourcesReview HubSpot's Culture Code
Blog Posts to Read:
Lessons and Guides
Fortunately, our most recent benchmark data tells us that new deals being created are starting to bounce back to where they were before the pandemic began.
That said, selling is still harder than normal for most right now. And when the selling gets tough, customer retention matters more than ever.
Featured WebinarKeeping your customers happy has always been important for businesses. Happy customers are more likely to retain through tough times, refer more people, and spend more money with you in the future. At a time when new business is hard to generate, current customers are the lifeblood of many companies.
Join HubSpot Product General Manager Ying Chen and HubSpot Director of Customer Success Celine Kimberly as they sit down to talk about how to prioritize your customers during the current economic crisis.
Educational Resources
Blog Posts to Read
Templates and Guides
HubSpot User Deep Dive
Should you just shut your ads off and wait until the economy is in a more stable place? Without the right targeting, timing, messaging or tone, advertising can come across as insensitive, or just plain rude. Never is this more true than during a crisis.
From this week's data we see, Globally, total advertising spend was 21% below pre-COVID levels the week of May 4 . This trend held across all company sizes and most industries.
With that in mind, this week is all about providing guidance to help companies spend their ad money wisely at this unprecedented time in history.
Featured WebinarJoin HubSpot Product General Manager, Nicholas Holland as he sits down with Google Canada's Head of Marketing, Fab Dolan, Insights Marketing Lead, Facebook IQ , Maya Abinakad and George Ingram, Director of Paid Media at Wunderman Thompson. They'll discuss how to pivot your advertising strategy to lead with empathy during a crisis.
Educational Resources
Helpful Blog Posts
Additional Kits, Trainings, and Templates
HubSpot User Deep Dive
See our Ad-related HubSpot Academy Courses and Content:
The global health and economic crisis hasn't affected everyone the same way. This week we're taking a deeper look at industry level sales and marketing performance data and providing resources to help based on industry-specific need.
We wish we could talk about every industry, but will be focusing on those where we have the data.
This week, join HubSpot Director of Sales Crevan O'Malley and Gong's Head of Content, Devin Reed, as they sit down to take a deeper look at industry-level sales and marketing performance data.
They discuss which industries are weathering the storm and which are struggling. They'll also share insights into how each of these industries can pivot their marketing and sales playbooks to adapt to the new economy.
While they mainly focus on data from Computer Software, Construction, Manufacturing, Consumer Goods, Travel, Human Resources, and Entertainment businesses, they bring in advice and examples from other industries, too.
Industry-Based Educational Resources
Based on the data for each industry, we've identified a few timely tactics and resources.
Industry |
Tactical Advice |
Resources |
Computer Software Focus: Customer Retention, Freemium Models, and Sales Tools |
|
How to Do the Right Thing For Customers 10 Ways to Improve Customer Loyalty and Retention The Ultimate Guide to Freemium The Sales Email Sequence That Balances Personalization with Productivity |
Construction Focus: Inside Sales, Educational Content, Communication |
|
10 Must-Have Inside Sales Technologies Need to Educate Your Buyers? Use This Teacher-Approved Framework |
Consumer Goods Focus: Ecommerce, Educational Content, Website |
|
The Best 5 Ecommerce Website Builders in 2020 4 Education Marketing Trends to Keep an Eye on in 2020 The HubSpot-Built Integration for Shopify Learn Ecommerce Marketing and Sell More Online
|
Entertainment Focus: Ecommerce, Educational Content, Workflows |
|
9 Simple Ways to Optimize Your Website for Lead Generation 4 Genius Tactics for Increasing Ecommerce Sales How to Use Video Content in Your Knowledge Base to Empower Your Customers |
Human Resources Focus: Educational Content, Email & Communications |
|
The Secret Ingredient for Good Crisis Communication The Power of Praise & Recognition on Employee Happiness |
Manufacturing Focus: Educational Content, Email & Communications, Inside Sales |
|
15 Smart Strategies to Speed Up Your Sales Cycle 19 Lead Nurturing Email Examples You'll Want to Steal 6 Customer Retention Systems (& Why CRM Should Be One of Them) |
Travel Focus: Educational Content, Customer Support, Chat |
|
The 23 Best Live Chat Software Tools of 2020 |
The way that people buy has drastically changed over the past few weeks. The days of handshake deals over coffee have been put on pause, and many are questioning - how do sales people adjust? Is it still possible to build a pipeline and sell in a remote and hesitant world?
Featured WebinarThe days of handshake deals over coffee have been put on pause, and many are wondering - how do salespeople adjust? Is it still possible to build a pipeline and sell in a remote and hesitant world?
This week, join HubSpot's Chief Customer Officer Yamini Rangan as she sits down with some special partners from PandaDoc, Zoom, and Vidyard to discuss how sellers can pivot their sales motion to break through to buyers.
Blogs to Read
Ebooks, Templates, and Kits
Interactive Learning
HubSpot User Deep DiveIn uncertain times it’s only natural to yearn for more information. Information about your health, your business, or how to survive in this new economy and world.
While many people aren’t looking to buy, most are looking to learn. As businesses of all shapes and sizes look for ways to keep current and prospective customers engaged, the data shows that leading with education may be the right approach to take.
What does this mean for your business? It means online education is the key to success right now.
Featured Webinar
In uncertain times, people crave more information. Information about health, business, or simply how to exist in this new world. As a business, you have the opportunity to help provide this information to earn the trust and attention of your target audiences.
Educational Resources
Helpful Blog Content
Guides and Kits
Interactive Learning
HubSpot User Deep Dive
Hear from HubSpot experts and customers on how they're putting education to work to help their business right now - Watch Here
HubSpot Academy Content
It has been over a month since most of the world was asked to practice social distancing by working remotely. Businesses have been working rapidly to get their teams up and running online. Installing Zoom, setting up Slack, learning the protocols for digital communication inside of their business.
Now that people are equipped with the right tools, leaders are asking the question: how can my team be productive?
Featured Webinar
Educational Resources
Guides and Trainings
Blog Posts to Read
HubSpot User Deep Dive
Webinar: Managing Remote Work with HubSpot - WATCH HERE
Academy Courses and Other Reading
Popular HubSpot Integrations for Remote Work
Events can take months to plan. Years, even. So what happens when, in one unpredictable moment, you find yourself facing the choice of having to postpone, cancel, or go virtual with your event season?
Featured WebinarJoin Kim Darling, Vice President of Marketing at HubSpot and Executive Producer of HubSpot’s annual INBOUND event, for a special AMA on event strategy. She’ll talk through contingency planning, building meaningful online events, and lessons she’s learned about creating experiences and community in any situation.
Educational ResourcesBlogs We Love:
A Helpful Guide
HubSpot User Deep-DiveWebinar [On-Demand]
Academy Education:
We looked at aggregated data from our global customer base of 70,000+ companies to understand how business metrics are shifting as the world grapples with the global pandemic. This data is available free for you to review any time.
Explore the Data