00:35:25 · Kieran Flanagan
[00:35:25] S0: Yeah. I think I think for a company the size of HubSpot, you have to make a multitude of different big bets, and then... But I'll give you, like, one that's interesting is people love HubSpot's connectors, and so there's, like, two versions of that. One of the most popular new sources of users is Claude's connector, and people can actually use HubSpot readily within Claude, and they can do a bunch of cool things with it, and they love it, and that is like exponential growth right now. And I think that just speaks to the way people are gonna use software probably changes for for a lot of folks. And then there's a version of that through OpenAI. And so HubSpot just launched an ad... Ads integration with OpenAI, and so one of the first the first CRM to be able to actually help you manage your ads within OpenAI. And so there's always opportunity when there's new ecosystems of how do you build into that ecosystem. Like, one of the early experiments that I ran way back when was we built into WordPress. And so we did this little bit of research of trying to figure out how big the WordPress ecosystem was. It's actually insanely big. I don't know if it's still big. It was like 67% of all websites in... On the on the planet. And so we had a little team and we built a version of HubSpot that you could easily use through a plugin, a WordPress plugin. And so that's just an example of, like, every time there's new ecosystems that grow, you have to figure out how you build into them and how you be part of them. And that's one of the best growth opportunities for every company in terms of new user acquisition.
00:36:51 · Guillaume Moubeche, Kieran Flanagan
[00:36:51] S1: And for a long time, I think, like, one of the strategy was also to have, like, the free CRM and, you know, like, give heavy discount for, like, startups, like, small business, etcetera, etcetera. Like, how exactly do you track the success of such program over time? [00:37:10] S0: Well, the free... The freemium, so that that was one of the missions I had had at HubSpot. It was part of a small group to bring... To change HubSpot's go to market motion to be product led growth. We did that a long time ago. Now it's 2015, 2016. But the success is seen in the fact that over half of HubSpot's revenue now comes from people who start their journey as a free user. Wow. And so that has been, like, drastically successful. The HubSpot startup program, we can track that. We... Like, how many... We look at how many startups within these ecosystems are are HubSpot customers, and startup ecosystem is hugely important to HubSpot. We have great, great penetration there, great customers there. And so they've been hugely successful and, like, are easily visible in the in the results. [00:37:53] S1: And to set this up, like, how much time did it take you, like, to go through all the different programs, etcetera? Like, do you have to start by first reaching out to VCs, incubators, etcetera, etcetera, to start this up, and then afterwards it becomes well known and people reach out to you to set it up? Or how exactly did you put it at
00:37:53 · Guillaume Moubeche, Kieran Flanagan
[00:37:53] S1: And to set this up, like, how much time did it take you, like, to go through all the different programs, etcetera? Like, do you have to start by first reaching out to VCs, incubators, etcetera, etcetera, to start this up, and then afterwards it becomes well known and people reach out to you to set it up? Or how exactly did you put it at [00:38:15] S0: that point? Yeah. Start program has been around for some time now. And so like, know, we are... Part of it is a pull thing where like, you know, in early days of HubSpot, startups just loved using HubSpot. It was kind of built for startups. It allowed them to do a new way of marketing, and then we added CRM and sales. So it's built for fast growth startups and people who are trying to grow their business. And then, yeah, you go in through... You work... You you partner with a bunch of the incubators, and you make sure that starters can have a great onboarding path to HubSpot and can actually try out the software in a way that works for them in the first year and then can kind of... Because a lot of these startups are VC backed, they accelerate their growth and can move up to the plan they need pretty rapidly. And so, yeah, the startup program is like been around for a long time in HubSpot and is incredibly successful. And part... Again, a lot a lot of that comes from just startups wanting to build on HubSpot. [00:39:07] S1: Nice. I think we're almost running out of time. That your book in the background that I see a little bit black. Do you wanna bring it to the top Nice. So we
00:39:07 · Guillaume Moubeche, Kieran Flanagan
[00:39:07] S1: Nice. I think we're almost running out of time. That your book in the background that I see a little bit black. Do you wanna bring it to the top Nice. So we [00:39:18] S0: There you go. Alright. Little ad placement back to front, but, you know, Loop, I'll learn that market at Grow. Good book shops now, or if you can get it on Amazon. [00:39:28] S1: Can people get it on Amazon also? Okay. Yeah. Cool. Where can people, like, follow you, Kieran, and thank you for all the golden nuggets you you dropped during [00:39:37] S0: the We have a YouTube channel, Marketing Against the Grain. It's pretty cool. We're about to cross a 100,000 this week, so we get our we get our first YouTube plat. Nice. Or I'm on I'm on LinkedIn a lot. Or my sub stack. You can actually find my sub stack as well. [00:39:50] S1: Thanks a lot, Kieran, and have an awesome day. [00:39:52] S0: Thanks for having me.