HUBSPOT
AGENCY: VAYNERMEDIA
Made B2B product features feel like
conent people actually want to watch
The Brief:
HubSpot is a powerful B2B SaaS platform with CRM and marketing tools – but social content for business software risks feeling dry, functional, or interchangeable. The challenge wasn’t awareness; it was relevance. HubSpot needed to show up in feeds as culturally fluent and human, without losing credibility with serious business users.
The Solution:
We positioned HubSpot as the smarter, more self-aware alternative to legacy enterprise software – a brand that understands the pressures, absurdities, and realities of modern work. Instead of explaining features, we translated product value into culture-native ideas, humor, and formats business audiences already engage with.
The work leaned into pop-culture moments, behavioral insight, and platform-native storytelling – using wit, pacing, and visual language designed for social feeds, not repurposed from traditional B2B marketing. The goal wasn’t to simplify the software, but to humanize the experience of using it.
As Creative Director, I co-led the team that landed the account, then oversaw strategy, concept development, and execution across a wide range of social content.
TEXT-ONLY POSTS
I wrote a series of text-only posts riffing on shared pressures inside B2B organizations, including quarter-end stress and sales targets. One post, “There is no Q5,” became a rallying phrase reused across multiple assets and ranked among HubSpot’s highest-performing organic content.
POP CULTURE MOMENTS
We created a Spotify Wrapped–inspired carousel that reframed HubSpot’s value around saved time, reduced stress, and efficiency – speaking in a cultural shorthand audiences instantly recognized.