Contains work that may be highly entertaining. Proceed with caution. ⚠️
HUBSPOT
AGENCY: VAYNERMEDIA
Made B2B product features feel like
content people actually want to watch
The Brief:
Social content for business software risks feeling dry and interchangeable. 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 – translating product value into culture-native ideas, humor, and formats business audiences already engage with.
I co-led the pitch that landed the business, then oversaw strategy, concept development, and execution across the account – from concept to script to final delivery for a wide range of social formats.
FAKE PRODUCTS
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 already knew.