How HubSpot's Report-Based Acquisition Campaign Hit 150% of Our Lead Goal in 30 Days

This post is a part of Made @ HubSpot, an internal thought leadership series through which we extract lessons from experiments conducted by our very own HubSpotters.

Acquisition marketing campaigns are critical to bring in new customers and revenue. At HubSpot, we run these campaigns quarterly.

Despite the rapid cadence, every quarter we work to create new, remarkable ways of reaching, informing, and converting our audience.

I wrote this post to share with you how we crafted our latest acquisition campaign to hit and exceed our acquisition targets.

Establishing the Campaign

The beginning of our Q1 2020 Acquisition Campaign started with a blinking cursor. As we brainstormed how to start our research, we had a few inputs to work with.

First, we knew our target audience consisted of marketing managers, as we were re-launching our Marketing Hub Enterprise product that month.

We knew that reports were a content type that worked well for us in the past. We saw our 2019 Instagram Engagement Report and a 2020 Social Media Report successfully attract new audiences.

At the very least, it was a motion that our audience was familiar with, which meant there was less of a barrier to show the value.

Additionally, seasonality played a large role in our planning. We wanted to build content to support marketers planning their strategies for the upcoming year.

With the combination of 1) a target audience, 2) an understanding of high-performing content types, 3) timing, and 4) our…

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