HubSpot brings its first-ever global brand campaign Down Under via 72andSunny, Sydney

Customer relationship management (CRM) platform for scaling companies HubSpot, has today unveiled its first-ever global brand campaign – HubSpot Success Stories via 72andSunny, Sydney.

The campaign focuses on HubSpot’s CRM and its unique position to help businesses grow better by connecting their people, their customers, and their business. It is an evolution of HubSpot’s existing “Grow Better” brand platform, delivered in a fresh way that reflects the company’s ethos.

With this campaign, HubSpot is focused on continuing to reach a new audience of upmarket decision-makers – including founders, C-suite executives, and sales and marketing leaders – by addressing the importance of understanding your customers.

The campaign was developed leveraging insights derived from its global community members of customers and employees, in addition to a global research study commissioned by the company. Feedback revealed that upmarket decision-makers are craving more connectivity, simplicity, and humanity in their software experiences, and are frustrated by the complexity and pain associated with implementing and using most CRM platforms. They want technology partners that can keep up with their pace of growth while also adding value for their teams.

Says Kat Warboys, APAC marketing director at HubSpot: “Times have changed. To grow better today, and into the future, businesses need a deep understanding of their customers to be able to deliver the experiences customers expect and deserve. They also need aligned teams and aligned tools and software. We’re excited to bring our first-ever global brand campaign to Australia, localising it to address Aussie businesses and the pains they face as they grow. The campaign aims to position HubSpot’s CRM as a trusted, powerful partner for them, no matter where they are on their journey.”

The 12 week-long campaign includes audio and digital advertising rolled out across Australia, along with Out Of Home across Sydney’s Town Hall, Wynyard, Martin Place, Central, Bondi Junction, and Parramatta train stations and Sydney’s light rail from today.

The local media plan was ideated by HubSpot’s brand marketing team in collaboration with media agency, Carbon.

Today, HubSpot will also introduce an updated visual identity, anchored in an evolved, deeper, and bolder version of its color palette that creates consistency and accessibility across digital and physical expressions of the brand for customers and prospects. The refreshed visual identity is designed to reflect how the brand and its CRM platform have evolved over recent years to meet the needs of scaling businesses while maintaining its core objective to continue bringing joy to customers.

HubSpot’s first-ever sonic logo will launch with the campaign, to drive brand recognition and recall. The sonic logo is increasingly important as the company extends its investment in audio-first media, including HubSpot’s ANZ podcast Unconventional Business, and its own recently-launched HubSpot Podcast Network. The sonic logo was inspired by the warmth, expressive, and optimistic attributes associated with the brand’s personality and signature orange color. The sonic logo has three key notes, which is a direct nod to HubSpot’s three prongs on its sprocket logo.

The campaign is designed to illustrate the business impact of a powerful, but easy-to-use CRM like HubSpot through real and fictional customer testimonials across paid and owned channels, including throughout HubSpot’s Media Network that reaches 30 million business leaders, monthly.

In social media, fans and followers will get bite-size tips, tricks, and content designed for their feed that can have an outsized impact on helping other customers and HubSpot users do business better. Through the HubSpot Media Network, properties like My First Million, Entrepreneurs on Fire, and Goal Digger will feature host-read audio placements that share inspiring, remarkable ways and means to grow a business.