5 More Interesting Learnings From HubSpot at $2.5 Billion in ARR

Описание: #1. 75% of Customers Are Onboarded By Partners

Partners don’t just matter in the enterprise. Agencies and other shops are repsonsible for onboarding a stunning 75% of all HubSpot customers.


#2. Sales Hub, i.e Sales Hub, Growing Almost Twice as Fast as Marketing Hub

HubSpot really has become a CRM company even more than a marketing one. Although they are of course highly linked.


#3. 71% of Customers Buy 2 Products, 50% Buy 3+ Products
HubSpot truly is a multi-product platform.


#4. Starter Customers More Important Than Ever, Now 47% of Customer Base

This data is super interesting, and a challenge to some conventional thinking in terms of how to go upmarket. HubSpot has gone upmarket over the past years, while also remaining even more SMB-focused. Because it’s also redoubled its efforts at the low end and with its Starter edition. It’s worked, and it’s also a key reasons its ACVs haven’t increased much past $10k even as many customers pay more. Because even more start smaller than ever. Go long!


#5. $36K+ Deals Also Increased to 28% of the Base

Shopify has seen something somewhat similar, as both have gone upmarket, growth in SMB and smaller customers have still kept up. At HubSpot, it has more and more smaller customers as part of its Starter plan. Yet, its $36k+ ARR customers are now 28% of its base, up from 15% in 2019.


And a few other interesting learnings:

#6. A Per Seat Model is Key to Expansion at HubSpot
Long live per-seat pricing! It still works, when it works.



#7. 3+ Product (Hub) Customers Worth 2.7x More, Pay $44k ACV on Average

The math makes sense, but it’s helpful to see it clearly shown here. 3+ Hub customers pay $44k, vs. $16k for those with less than 3 products. It’s not always true that if you triple your product count, you triple your revenue. But it is at HubSpot.


#8. Went Multi-Product at $100m ARR

An interesting update to a slide we’ve seen before, in terms of timing on going multi-product. HubSpot launched CRM at $100m ARR — which in 2024, might be late. ServiceHub came around $350m, and CMS Hub not until closer to $750m ARR. I think for many today, this would be late. But helpful to see.