We dug into our own data to find out how the biggest companies are using HubSpot. We also asked a few marketers/revops/sales leaders from these companies to share anything on what they use Hubspot for. Here are some real-world examples.
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Semiconductor Manufacturing · San Jose, CA · HubSpot CRM, Marketing Hub, Sales Hub
Broadcom is a semiconductor company that makes chips for networking, wireless, and storage. They have around 55,000 employees and brought in roughly $52 billion last year. Most people know them as a chip company, but they also own a massive enterprise software business built almost entirely through acquisition.
The biggest user inside Broadcom is the Mainframe Software Division, the old CA Technologies business. They run their entire marketing operation in HubSpot, from the website to email campaigns to landing pages to webinars. The team builds account-based campaigns aimed at specific Fortune 500 mainframe customers, since these are old contracts that need to be renewed and expanded rather than newly sold.
The Agile Operations Division runs the same playbook for its DevOps and AIOps software. They use HubSpot for landing pages, email drip campaigns, customer journeys, and webinar promotion, all tied back to dashboards that show which campaigns are generating sales pipeline.
Broadcom also uses HubSpot to manage its global partner program. Channel partners and resellers are tracked in HubSpot, with a partner portal, newsletters, and onboarding workflows running through the platform.
The chip business runs on long sales cycles and direct relationships. The software business runs on renewals, expansions, and partner channels. HubSpot is the platform for the second one.
Design & Construction Software · San Francisco, CA
Autodesk is a software company whose products help people design and build everything from skyscrapers to cars to movie special effects. They sell to architects, engineers, construction firms, and manufacturers, and they're one of the largest design software companies in the world.
The most interesting thing about how Autodesk uses HubSpot is that it runs the entire show inside their construction payments business. GCPay is the Autodesk product that helps general contractors handle the messy back-and-forth of paying their subcontractors, and HubSpot is the platform their marketing and sales teams live in every day.
In practice, that means HubSpot is where GCPay's marketing team plans webinars with partners like Sage and Acumatica, publishes blogs and landing pages, runs paid ads, and hands warm leads off to sales. It's also where the sales reps schedule demos with prospects through personal HubSpot booking links, and where account managers are expected to log every customer conversation, billing question, and renewal detail. If it touches a GCPay customer, it lives in HubSpot.
The deployment goes deeper at Payapps, the Australian construction payments business Autodesk acquired. There, HubSpot sits next to NetSuite in the finance workflow, helping the team manage renewals and accounts receivable. That's a meaningful signal because it means HubSpot isn't just a sales tool at Payapps. It's wired into how the company collects money.
Intelligent Insurance Software · Holon, Israel (NASDAQ: SPNS)
Sapiens is one of the largest insurance software companies in the world. 5,000+ employees, 600+ customers across 30+ countries, and 40+ years selling core platform software to P&C, workers comp, and life insurance carriers. Public on NASDAQ and TASE, recently acquired by Advent International.
HubSpot Powers the Global GTM Organization
Sapiens runs HubSpot as the operational backbone of its worldwide go-to-market org, paired with Salesforce. Marketing operations, demand generation, field marketing, and the SDR team all run on the same HubSpot instance. The marketing analytics team builds dashboards across HubSpot and Salesforce to track full-funnel performance from engagement through pipeline and revenue attribution, and marketing ops uses HubSpot for vendor management, PO tracking, and budget reconciliation across regions.
That makes HubSpot the system where global marketing performance, financial planning, and pipeline reporting all converge for a public, PE-backed enterprise software company.
Building AI Agents on Top of HubSpot
The most interesting part is what Sapiens is doing on top of HubSpot. The growth marketing team builds custom AI agents using Claude, Gemini, and ChatGPT to automate workflows directly inside the HubSpot environment. Those agents handle cross-platform synchronization between Salesforce and HubSpot, build LLM-powered dashboards that translate automation outcomes into business KPIs, and serve as the technical bridge ensuring data flows cleanly between systems.
Most enterprise companies are still figuring out where AI fits in their marketing stack. Sapiens has already deployed multiple production agents on top of HubSpot.
HubSpot Is the Attribution Layer for Paid Media
Sapiens runs three separate LinkedIn Insight pixels and one Google Ads pixel through HubSpot's ad tracking system. That means HubSpot is the attribution layer connecting their paid media spend on LinkedIn and Google to actual lead capture and pipeline contribution.
Sapiens sells complex enterprise software with 12+ month sales cycles and buying committees that include CIOs, COOs, and Heads of Underwriting. Getting attribution right matters enormously when deal sizes are that large and decision timelines that long. HubSpot is the system Sapiens has chosen to answer the question of which campaign actually drove the pipeline.
The HubSpot Stack Pairs Heavily with Other Tools
Around HubSpot, Sapiens runs a deep enterprise marketing stack. ABM goes through 6sense, Demandbase, and Influ2. Outbound runs on SalesLoft. Data enrichment comes from ZoomInfo and Lusha. Paid media spans LinkedIn Ads and Google Ads. HubSpot sits at the center of all of it, integrating paid acquisition, ABM intent data, outbound cadences, and the CRM into one connected system.
Software for the Trades · Glendale, CA (NASDAQ: TTAN)
ServiceTitan is the operating system for the trades, building software for HVAC, plumbing, electrical, landscaping, pest control, and roofing businesses. They went public on NASDAQ in December 2024 in one of the most-watched SaaS IPOs of the year, with 3,200+ employees and thousands of trades businesses on the platform.
Aspire Runs Sales on HubSpot
Aspire is the landscaping and commercial cleaning arm of ServiceTitan, picked up in 2021. Trusted by 70,000+ users across thousands of locations, Aspire's clients manage upwards of $4.5B in revenue through the platform. Aspire's entire sales motion runs on HubSpot.
The SDR team works through HubSpot for outbound prospecting, managing 80+ cold calls per day along with email sequences and inbound lead qualification. Account executives then take those qualified leads and run the full sales cycle through the same HubSpot instance, including forecasting, pipeline management, demo scheduling, contract negotiation, and deal closure. Every prospect interaction, every meeting, every pricing conversation gets recorded in HubSpot.
ServiceTitan acquired Aspire four years ago and kept HubSpot running as Aspire's CRM rather than migrating to Salesforce. That's a deliberate call for a public SaaS company that builds CRM-adjacent products itself.
HubSpot Across ServiceTitan's Marketing Org
Beyond Aspire, HubSpot runs across ServiceTitan's broader marketing organization. The email marketing function uses HubSpot for campaign automation, segmentation, and personalization across customer and prospect lists. Customer marketing and lifecycle communications run on HubSpot for retention, education, and engagement programs.
The paid media team uses HubSpot for closed-loop reporting on multi-million dollar annual ad budgets across Google Ads, Microsoft Ads, YouTube, Demand Gen, and LinkedIn. That means HubSpot is the system tying paid acquisition spend back to actual pipeline contribution and ROAS at a public, growth-stage SaaS company.
Software Development · San Jose, CA · HubSpot CRM, Marketing Hub, Sales Hub, Operations Hub
Cisco is the world's largest networking company. They make the routers, switches, security software, and cloud services that run the internet, with about 95,000 employees and around 280 acquired companies under the brand.
Cisco's core hardware business doesn't really need HubSpot. Customers buy switches and routers through enterprise sales reps and channel partners on multi-year contracts. But Cisco has been pushing hard into software and SaaS, and that's where HubSpot lives.
The biggest example is Cisco Spaces, a cloud platform that turns physical buildings into smart spaces by tapping into Cisco hardware. It has digitized over 12 billion square feet of buildings and is one of the fastest-growing software products at Cisco. The Spaces team uses HubSpot to run customer adoption at scale, segmenting customers by license tier and usage behavior, then sending automated email journeys and in-product nudges to drive feature activation.
It's a classic SaaS playbook running inside a hardware giant. Workflows in HubSpot Operations Hub enrich and score leads. Marketers map customer personas across IT, facilities, and line-of-business buyers, then run targeted campaigns for each. The goal is moving customers from basic usage to advanced features without requiring a human sales rep at every step.
Duo, Cisco's multi-factor authentication product acquired in 2018, runs a similar motion. Outbound sales reps use HubSpot for prospecting and lead qualification across Duo's SaaS pipeline. The Cisco XDR security product does the same for cybersecurity prospects.
The pattern across all three: when Cisco needs to run a software adoption funnel rather than a hardware sales cycle, HubSpot is the platform doing the work.
Financial Services & Healthcare Technology · Windsor, CT
SS&C is a Fortune 1000 financial services and healthcare tech company with 27,000+ employees and over 20,000 enterprise customers, including some of the largest banks, asset managers, and insurers in the world.
Their Corporate Site Runs on HubSpot
ssctech.com itself runs on HubSpot CMS. A $5B+ public company decided HubSpot was the right platform to host the corporate front door for 20,000 enterprise customers, which is a much higher-trust deployment than you usually see at this scale.
Every CTA on the site, including the main "Contact Us" button, runs through HubSpot's attribution system, which means SS&C is tracking every click back to a visitor cookie, attaching UTM parameters, and tying the action to a contact record. The lead capture forms, landing pages, and marketing workflows behind the public site all flow through the same platform. From first website visit to sales handoff, it's one system doing the work.
HubSpot as the Global Sales CRM
SS&C's Global Investor and Distribution Solutions unit runs HubSpot as its sales management system. It's the daily CRM for SDR teams across multiple international offices doing outbound prospecting and pipeline work.
It pairs with Loopio for bid management. When SS&C responds to an RFP, HubSpot tracks the deal and Loopio manages the response content. Together they cover the whole sales cycle, from first prospect touch to proposal submission to closed-won.
The Consultant Relationship Program
SS&C tracks 70+ consultancy firms and 240+ individual contacts in HubSpot, with every meeting, briefing, and engagement activity logged and reported monthly. A dedicated team owns the database and runs the entire program through it.
Why does this matter? Management consultants and industry advisors are the ones who tell large asset managers and insurers which technology platforms to evaluate. Win the consultants, and you win the deals downstream. So consultant relationships are one of the highest-leverage channels in the business, and SS&C is running that whole program out of HubSpot.
Financial Services · Monett, MO · HubSpot CRM, Marketing Hub, Sales Hub
Jack Henry is a financial technology company that builds the core software running about 7,500 community banks and credit unions in the U.S. If you bank with a community bank or credit union, there's a good chance Jack Henry's software is what you're actually using when you log in.
HubSpot powers Jack Henry's whole B2B sales motion. Marketing teams run lead nurture campaigns aimed at bank executives, segmented by product line like Account Origination, Lending, Digital Banking, and Payments. They also use HubSpot to capture leads at trade shows and credit union league events, then nurture those leads through follow-up campaigns afterward.
The more interesting angle is what happens after a bank signs. Jack Henry has a dedicated function focused on driving consumer adoption of features the bank has already paid for, things like online account opening, digital lending, and bill pay. The marketing team uses HubSpot to run email campaigns, paid search ads, social media ads, and display retargeting aimed at end consumers (the bank's customers) to push them to actually use these features.
That's a B2B2C motion, with HubSpot doing both halves. The first half sells the software to the bank. The second half drives adoption among the bank's account holders, segmenting by demographic and behavior, then running email and digital campaigns that improve usage rates.
The whole thing reflects what Jack Henry actually sells: not just banking software but adoption of banking software. HubSpot is the platform doing both jobs.
Financial Technology · San Francisco, CA
Chime is one of the largest financial technology companies in the US, serving millions of members through its banking app. Chime Enterprise, its B2B division, sells earned wage access and financial wellness products to Fortune 1000 employers.
Their Help Center Runs on HubSpot
help.chime.com runs on HubSpot Service Hub. Millions of Chime members hit the help center every day with questions about deposits, transfers, disputes, and account access. HubSpot's knowledge base and ticketing system powers all of it.
Most fintechs at Chime's size run Zendesk or Salesforce Service Cloud for support. Chime picked HubSpot instead. That's a big call when bad support directly hits app store ratings, regulatory complaints, and member retention.
HubSpot Powers Chime Enterprise End-to-End
Chime Enterprise runs HubSpot as the core go-to-market platform. SDRs use it for outbound prospecting. Account executives selling into Fortune 1000 companies with 50,000+ employees use it to manage complex enterprise deals targeting CHROs, CFOs, Heads of Payroll, and Total Rewards leaders. The demand gen team builds campaigns on it across email, paid media, SEO, content, and ABM.
The interesting part is what Chime pairs HubSpot with. The ABM stack runs on 6sense or Demandbase for intent data and predictive analytics. Outbound prospecting goes through Outreach or SalesLoft. Paid media spans Google and LinkedIn. HubSpot sits in the middle pulling all of it together, and the demand gen team is also running AI-powered marketing automation through HubSpot, which is still a leading-edge use case.
There's a dedicated GTM Systems team managing HubSpot's CRM configuration, custom objects, workflows, integrations, and data quality full-time. They built the whole CRM from scratch on HubSpot when Chime Enterprise launched, picking it as the foundational platform for a brand-new business unit rather than migrating from something else.
HubSpot Is Doing Operations Work Too
HubSpot isn't just running sales and marketing for Chime Enterprise. It's running operations.
The ops team uses HubSpot to track redemption fulfillment for Chime Workplace rewards, manage customer service tickets, monitor SLAs with external partners, and build reporting dashboards on fulfillment performance. Inventory data, fulfillment data, and partner data flow into HubSpot through APIs and SFTPs from third-party vendors. That's HubSpot acting as an operational system of record, not a marketing tool.
The Partner Program Runs on HubSpot
Chime Enterprise's Partner Program Management function also runs on HubSpot. The program manager uses it to track partner feedback, monitor adoption trends, and coordinate product feature rollouts across marketing, product, and customer success teams.
That means HubSpot is the source of truth for cross-functional product launches at Chime Enterprise. When a new feature ships, the playbook for educating partners, tracking adoption, and gathering feedback all runs through HubSpot.
Financial Services / Investment Research · Chicago, IL
Morningstar is one of the largest investment research firms in the world. 12,000+ employees, $369B in assets under management, and operations in 32 countries. Inside Morningstar sits Morningstar DBRS, one of the four largest credit rating agencies globally.
HubSpot Powers the Global Credit Business
Morningstar's Credit group, which includes Morningstar DBRS and Morningstar Credit, runs HubSpot as the primary marketing automation platform. The Credit business rates over 4,000 issuers and 60,000 securities and is one of the largest, fastest-growing units inside Morningstar.
HubSpot handles the entire martech stack for Credit: automation programs, lead scoring models, lifecycle frameworks, and the integration with Salesforce. Marketing data from ZoomInfo, paid media, and third-party sources all flows into HubSpot, and audience segmentation across the Credit business runs on it. When DBRS markets to issuers, asset managers, and banks, HubSpot is the system doing the targeting, the nurturing, and the handoff to sales.
The Same Pattern Inside Sustainalytics
The Credit group isn't the only part of Morningstar betting deep on HubSpot. Sustainalytics, Morningstar's ESG ratings arm, runs HubSpot across the entire customer lifecycle. It starts on the marketing side, where the platform handles campaign creation, lead nurturing, scoring, and CRM data integrity. Those same contacts then flow into customer success, where HubSpot becomes the system tracking relationships, churn signals, and upsell opportunities. And when those customers raise an issue, the support team picks them up in HubSpot too, handling client inquiries via chat, email, and phone through the same platform that captured them in the first place.
That's one HubSpot instance running an entire Morningstar subsidiary end-to-end, with the same contact record following the customer from first marketing touch through to support ticket.
Anti-Financial Crime & Compliance Services · Cleveland, OH
AML RightSource is the world's leading firm focused on anti-money laundering and financial crime compliance. 7,000+ employees, the industry's largest group of full-time compliance professionals, serving banks, fintechs, money service businesses, and corporations globally.
Their Corporate Site Runs on HubSpot
amlrightsource.com runs on HubSpot CMS. The company sells compliance services into banks and financial institutions, where every vendor gets vetted on security, data handling, and operational rigor. HubSpot still won the website.
The lead capture forms, landing pages, and marketing workflows behind the public site all flow through the same platform. From first website visit to sales handoff, one system does the work.
HubSpot Is Both the Website and the CRM
What makes AML RightSource's deployment unusual is that they run HubSpot as both their CMS and their sales CRM in the same instance. Most companies split those: one platform for the website, another for the sales pipeline. AML RightSource doesn't.
That means a prospect who lands on the site, fills out a form, and gets passed to an Inside Sales rep is moving through a single connected system the entire time. The website tracks them, marketing nurtures them, and sales picks them up without anything getting lost in a handoff between platforms.
Inside Sales Runs Through HubSpot at Volume
Inside Sales reps prospecting into banks, fintechs, crypto firms, and corporates run cadences of 100+ prospects per day through HubSpot. Every call, every email, every LinkedIn message gets logged in HubSpot, and the platform is the system of record for the entire outbound motion.
That same data feeds into the Sales Solutions function, which uses HubSpot to manage client proposals, onboarding plans, and the sales-to-delivery handoff. So a lead that starts on the website and gets qualified by Inside Sales ends up in the same HubSpot record that the solutions team uses to spin up the engagement.
Marketing Intelligence Built on HubSpot Data
AML RightSource has built out a dedicated Marketing Intelligence function whose entire job is generating reporting and insights from HubSpot data. They pull website analytics, campaign performance, and sales funnel data out of HubSpot to build dashboards for senior marketing leadership and the broader business. The same platform that runs the website and the CRM is also the source of truth for measuring everything the marketing organization does.
Hospitals & Health Care · Nashville, TN · HubSpot CRM, Marketing Hub, Sales Hub, Operations Hub
HCA Healthcare is one of the largest hospital operators in the United States. They run 188 hospitals and over 2,400 sites of care across 20 states and the UK, and employ around 148,000 people.
The interesting thing about HCA isn't the hospitals. It's that HubSpot runs multiple B2B businesses HCA owns on the side. Three different HCA subsidiaries use it as their primary marketing and sales platform, each for a completely different audience.
The biggest is CereCore, HCA's IT services arm that sells technology services to hospitals outside the HCA network. They're actively migrating off Salesforce onto HubSpot, running CRM, Marketing Hub, Sales Hub, and Operations Hub all in one place. Reps prospect hospital IT executives, run lead scoring and automated workflows, and manage the full sales pipeline through to closed deal. The whole thing has to handle HIPAA compliance because the customers are hospitals.
The second is HealthTrust Workforce Solutions, HCA's healthcare staffing subsidiary. HubSpot runs both sides of the business out of one platform. On the B2B side, lead generation campaigns target hospital CHROs and procurement executives. On the recruiting side, the same platform powers social campaigns and content aimed at attracting nurses to fill those hospital placements.
The third is Valify, HCA's SaaS arm that sells cost analytics software to hospital supply chain teams. Sales reps use HubSpot for the entire pipeline, from cold prospecting through to closed deal. Marketing runs product launches and expansion campaigns through the same instance.
HCA's hospitals don't need a marketing funnel, but the IT services arm, the staffing arm, and the SaaS arm all do. HubSpot is the platform powering all three.
Hospitals and Health Care · Denver, CO
Marathon Health runs primary care clinics for big employers and unions across the country. Instead of sending workers to find a doctor on their own, companies hire Marathon to set up a health center at or near the workplace. They serve about 2.5 million eligible patients through roughly 630 client organizations, with more than 680 health centers in 41 states.
The interesting thing about Marathon is how deeply HubSpot runs their patient marketing. They are not just using it to send the occasional newsletter. HubSpot is the engine behind the campaigns that get patients to actually walk into the clinic, book the screening, and come back for follow-up care.
In practice, that means the marketing team builds out full email and text message journeys inside HubSpot, segments them by client, and translates them for patients who speak different languages. When a new employer signs on, Marathon spins up a fresh set of campaigns to introduce workers to their new clinic, and runs incentive programs and health challenges through the same system to keep people engaged over time.
HubSpot also powers the public-facing side of the business. The Marathon website itself is built on HubSpot's content tools, and the team uses pop-up offers and slide-in messages on the site to capture employer interest. One of those slide-ins is set to appear after a visitor scrolls halfway down the page or sticks around for five seconds, then it can keep reappearing on later visits if the person does not engage.
There is also a clear shift over time worth pointing out. A few years ago, Marathon was treating HubSpot mostly as a blogging and content tool for a small team. Today it sits at the center of a much bigger stack alongside Salesforce, 6sense, and Google Analytics, with senior leaders expected to use it for account-based campaigns aimed at specific employers, lead scoring, and pipeline reporting up to the executive team.
The through line is that Marathon uses one platform to handle two very different audiences at once. The same system that nudges a factory worker to schedule a physical is also running the campaigns that convince that worker's HR director to renew the contract.
Hospitals and Health Care · Austin, TX
Infinx helps doctors and hospitals get paid. When a patient leaves a clinic, there is a long, messy process of checking insurance, submitting the bill, and chasing down the payment. Infinx handles that whole process for healthcare providers using a mix of software and offshore staff. They work with more than 900 provider organizations across the United States, including physician groups, hospitals, pharmacies, and dental practices.
The interesting thing about Infinx is how they use HubSpot to turn their happiest customers into a sales team they do not have to hire.
The company is building what amounts to a customer advocacy machine, and HubSpot is the database that runs it. Each customer record gets tagged with what they have agreed to do, whether that is a case study, a reference call, a testimonial, or a survey response. So when a salesperson is trying to close a hospital in Texas, they can pull up a list of Texas hospital customers who have agreed to take reference calls and connect the two. HubSpot also sends the automated emails that keep the program alive, the invitations to participate, the survey reminders, the thank-you notes after a call.
What makes the approach unusual is the AI layer wrapped around it. Instead of having a marketer manually mine customer calls for good quotes, Infinx is feeding meeting transcripts, survey responses, and customer success notes into AI tools that pull out stories, quotes, and return-on-investment numbers. Those snippets become the raw material for case studies, LinkedIn posts, short videos, and one-page sales sheets, all distributed through HubSpot campaigns.
The same system also feeds the renewal side of the business. When it is time to talk to an existing customer about expanding their contract, the account manager can pull a kit of proof points out of HubSpot to bring into the meeting. And when survey responses come back negative, the team uses AI to flag accounts that might be at risk of leaving so someone can intervene before the renewal date.
Hospitals and Health Care · Carrollton, TX
MB2 Dental is a partnership organization for dentists. When a dentist owner wants to keep running their practice but offload the back-office headaches like accounting, hiring, marketing, and procurement, they sell a stake to MB2 and get those services in return. The company is based in Carrollton, Texas and supports nearly 800 practices owned by more than 786 dentist partners across 45 states.
The interesting thing about MB2 is that HubSpot is not just their marketing tool. It is the system they use to buy dental practices.
MB2 grows by acquiring roughly 100 new practices a year, and every prospective dentist partner moves through HubSpot from first contact to closed deal. Leads come in, get conflict-checked against existing relationships, get assigned to a regional team, and get tracked all the way to the "discovery day," which is the in-person visit where a dentist tours headquarters before signing. The pipeline materials reviewed in the weekly deal meeting are pulled straight from HubSpot.
To keep that machine running, MB2 has a dedicated administrator whose entire job is HubSpot. They build custom data fields for things like deals, payments, and tickets, manage who can see what, set up integrations with tools like Outlook and Slack, and watch the monthly bill to make sure the company is paying for the right level of service. They are also expected to hold formal HubSpot certifications across the sales, marketing, and service products.
Alongside the acquisition pipeline, MB2 runs a separate program called the Carabelli Club, which is a membership group for dental partners. The same HubSpot setup powers email campaigns, webinars, landing pages, and nurture sequences aimed at growing that membership and bringing more dentists into the partnership.
Retail & eCommerce Marketplace · Bentonville, AR
Walmart is the world's largest retailer, and its Marketplace platform, which enables third-party sellers to list products on Walmart.com, runs one of the more sophisticated HubSpot deployments at enterprise scale. Walmart has built a centralized HubSpot operation that spans the entire seller lifecycle, from first contact through onboarding, activation, and long-term retention.
HubSpot Meetings: Booking Calls with Marketplace Sellers
Walmart uses HubSpot Meetings as the scheduling layer for their seller-facing business development team. Prospective sellers book time directly through HubSpot's native meeting links, keeping every interaction tied to a contact and deal record in the CRM from the very first touch.
Seller Nurture and Onboarding Automation
HubSpot powers Walmart's mass email campaigns, webinar sequences, and automated nurture programs across the seller funnel. Two programs in particular rely heavily on HubSpot: their re-engagement sequences for sellers who registered but never went live, and their post-launch communication programs that guide newly active sellers toward adopting Walmart Fulfillment Services, pricing tools, and promotional opportunities.
HubSpot and Salesforce: A Deliberate Split
Walmart runs HubSpot and Salesforce in tandem with a clear division of labor. Salesforce owns pipeline management, lead routing, territory logic, and CRM data governance. HubSpot owns the outreach and marketing automation layer, including email campaigns, nurture sequences, meeting scheduling, and seller engagement programs. The two systems are kept integrated and coordinated through the centralized HubSpot team rather than managed independently.
Consumer Goods (Reduced-Risk Products) · London, UK · HubSpot CRM, Marketing Hub, Email Marketing, Workflows
British American Tobacco is one of the largest consumer goods companies in the world, and they're in the middle of a big strategic shift. They're moving away from cigarettes and toward what they call "reduced-risk" products, things like vapes, nicotine pouches, and heated tobacco devices sold under brand names like Vuse, Velo, and glo. They sell in over 180 countries.
The interesting thing about BAT and HubSpot is that selling these new products requires something the company has never really had to do before: talk directly to consumers. With cigarettes, the customer was the corner store. With a Vuse vape, the customer is the actual person using it, and BAT needs a way to reach them, support them, and keep them coming back.
That's the job HubSpot does at BAT. It runs the full consumer relationship: audience segmentation, email campaigns, SMS, marketing automation, A/B testing, and even the call centers that handle inbound and outbound calls for Vuse and Velo customers. Customer service agents work directly inside HubSpot to log conversations, route complaints, and follow up on surveys.
What makes the setup unusual is how technical it gets. HubSpot is wired into more than a dozen Shopify storefronts and the Adobe Experience Manager website platform, with Salesforce and other tools sitting alongside it. The integration is deep enough that BAT hires dedicated business analysts whose entire job is keeping these consumer platforms talking to each other. One recent role was specifically built around a global app for one-to-one consumer engagement that runs on HubSpot.
The deployment also reaches into loyalty programs and reward fulfillment. The team uses HubSpot to run loyalty mechanics, build personalized segments based on customer behavior, and coordinate with vendors to ship physical rewards to customers who redeem points. It's not just a marketing tool. It's the backbone of how BAT keeps people engaged with the brand after they buy.
Retail · Chicago, IL
Camping World is the country's biggest RV retailer. They sell new and used campers, run service centers that fix them, and stock parts and gear for people who actually use their RVs. They have dealerships across the country and around 7,600 employees.
Camping World also owns a separate business called Good Sam, which started as a roadside assistance club for RV owners and has grown into a network of campgrounds and travel services. The interesting thing about Good Sam is that they use HubSpot as a sales engine to recruit campground owners into their network, the same way a software company would use it to chase enterprise customers.
In practice, Good Sam runs a small inside-sales team out of Chicago that prospects mom-and-pop campground operators across the US and Canada. Junior reps work the top of the funnel, sending cold emails, making calls, and qualifying inbound interest, then book meetings for senior reps who actually close the deal. Every call, email, and follow-up gets logged in HubSpot, and the senior reps are expected to manage a regional territory and hit a 30 percent close rate on the marketing and advertising packages they sell to campgrounds.
The newer twist is a program called Overnight Stays, which recruits people to host RV travelers on their property, somewhat like a campground version of a home-sharing app. Good Sam uses HubSpot to manage that recruitment too, with a coordinator who handles inbound interest, runs outbound campaigns to potential hosts, qualifies them against a checklist, and hands the promising ones to a senior manager to onboard.
So Camping World is using HubSpot to run two very different motions at the same time. The retail side uses it for content and social, while the membership and campground side uses it the way a B2B software company would, to find small business owners, build relationships with them over time, and sell them into a network.
Retail · Lincoln, NE
Spreetail buys products from brands and sells them on Amazon, Walmart, Target, Home Depot, and other big online stores. The brand ships its goods to one of Spreetail's seven warehouses, and Spreetail handles the listings, the ads, the shipping, and the customer service. They have around 870 employees and ship next-day to roughly 80 percent of the US population.
The interesting thing about Spreetail is that for them, "leads" are not buyers. They are brands. The whole job of their HubSpot setup is to find consumer product brands, convince them to let Spreetail sell their stuff online, and then track that relationship over time.
In practice, the team starts by mining tools like Helium10, Keepa, and SmartScout to find brands that are doing well on Amazon but could be doing better. Researchers based in Manila and Bogotá pull those brands into HubSpot, enrich the records with contact information, and build pitch decks tailored to each one. Sales reps in the US then work that pipeline, with junior reps booking meetings through cold calls and LinkedIn outreach, and senior reps showing up in person at industry trade shows to close.
What makes this setup unusual is how much of the heavy lifting happens before a salesperson ever picks up the phone. Spreetail has built a mini research operation around HubSpot, with dedicated analysts whose job is to keep the database clean, score leads, and run targeted campaigns at brands that match the ideal customer profile. They even hired a dedicated specialist whose only job was customizing and maintaining HubSpot itself, building workflows and custom features for the sales team.
The ad side of the business is wired into the same system. Spreetail runs tracking pixels from Google, Facebook, and LinkedIn on its website, and when a brand fills out a HubSpot form to express interest, that submission gets reported back to Google and Facebook as a conversion. So the marketing team can see exactly which Google search ad or LinkedIn campaign produced the brand that eventually signed a deal, and shift their budget toward whatever is actually working.
Industrial Equipment · Stockholm, Sweden · HubSpot Marketing Hub, Sales Hub, Meetings, Email Marketing
Atlas Copco is a Swedish industrial company with around 35,000 employees that makes the kind of equipment most people never see but that keeps factories running. Things like air compressors, vacuum pumps, industrial drills, and assembly tools. They sell to manufacturers in pretty much every industry: electronics, food and beverage, medical, energy, you name it.
The most interesting thing about how Atlas Copco uses HubSpot is that it's the engine running their inside sales operation across dozens of countries. They've built what is essentially a multilingual outbound sales factory, with reps cold-calling prospects in Italian, Greek, Romanian, German, French, and other languages, and HubSpot is where every one of those conversations gets tracked.
Here's how it works in practice. The reps run outbound campaigns to find new customers, qualify the ones that show interest, and pass the warm leads over to senior sales engineers who close the deals. HubSpot handles the lead generation, the email nurture sequences, and the inbound marketing campaigns that fill the top of the funnel. Then the reps work alongside SAP's Cloud for Customer system, which is where the actual deal-tracking lives once a prospect becomes a real opportunity.
That split is unusual and worth noting. Most companies pick one platform and run sales and marketing through it. Atlas Copco runs HubSpot for the marketing and early-stage selling and SAP for the rest, which means there's real engineering work involved in keeping those two systems talking to each other cleanly.
Elevator & Escalator Manufacturing · Farmington, CT · HubSpot Marketing Hub, CRM, Forms, Email Marketing, Landing Pages
Otis is the company that makes the elevators, escalators, and moving walkways in everything from local office parks to the Eiffel Tower and the Empire State Building. They have around 71,000 employees and around $14 billion in annual revenue.
HubSpot is the platform Otis uses to find new elevator business. The most specific example is elevator modernization. Otis runs digital campaigns aimed at building owners whose elevators are old enough to need an upgrade, with paid ads, SEO content, and social posts driving traffic to landing pages built in HubSpot. When a building owner fills out the form, the lead flows into the CRM, gets scored, and lands in front of a sales rep who builds the modernization proposal.
That same machine runs in 14 different country sites. Regional teams in Latin America, Europe, and elsewhere build their own local-language landing pages, email campaigns, and lead workflows in HubSpot, all feeding into one global pipeline. So a sales rep in Brazil pursuing a modernization deal in São Paulo is working the same system as a rep in Germany pursuing one in Munich.
HubSpot also handles trade show and event lead capture. Otis brings forms and landing pages to industry events, captures attendee information, and drops the leads straight into HubSpot for follow-up sequences. Every form submission, every campaign click, and every email open gets logged against the contact record.
The whole setup is connected to Power BI dashboards so leadership can see which campaigns are actually generating revenue. That's the through line: HubSpot is the system that turns digital marketing activity into elevator service contracts.
Industrial · Stuttgart, Germany · HubSpot Marketing Hub
Bosch is one of the largest industrial companies in the world. They employ roughly 413,000 people across more than 60 countries and do around €91 billion in annual sales. Most people know them for car parts, power tools, home appliances, and industrial equipment.
What's surprising is that a company this massive runs HubSpot as its core marketing automation tool for global teams. At Bosch's scale, the default would be Salesforce Marketing Cloud or Adobe. Instead, HubSpot is the system marketers and sales teams actually live in every day.
Inside Bosch, HubSpot runs the full marketing and sales motion. Marketers use it to plan and execute LinkedIn campaigns, Google Ads, SEO content, and lead nurture emails. They build landing pages, manage social media calendars, and capture leads at trade shows and live events. Once a lead comes in, sales reps work it in HubSpot's CRM, tracking the deal through every stage of the pipeline. Customer training and adoption programs also get logged there, so the same record follows a customer from the first marketing touch all the way through onboarding.
This isn't happening in just one division. HubSpot runs across multiple independent Bosch business units, from Bosch Rexroth's industrial automation arm to Diablo Tools to ELPRO, the life sciences monitoring business. One shared platform across very different parts of the company.
HubSpot also connects to Bosch's product configurator, the system sales teams use to quote complex industrial products with thousands of possible configurations. The two work together so a sales rep can pull a quote together and have the full customer conversation tracked in HubSpot at the same time. The whole setup is run by Bosch Global Software Technologies, the company's 4,000-engineer software subsidiary, which handles data maintenance, integrations, and second-level support for HubSpot users worldwide.
Staffing & Workforce Solutions · Milwaukee, WI
ManpowerGroup is a workforce solutions company with around 70,000 employees whose brands, including Manpower, Experis, and Talent Solutions, connect organizations with workers across more than 80 countries. HubSpot is part of the day-to-day toolkit across both marketing and sales.
On the marketing side, HubSpot is the named automation platform for the Experis brand, used for email campaigns, candidate outreach, lead generation, and campaign performance tracking. The analytics team uses it alongside Microsoft Dynamics and Snowflake to build attribution dashboards and measure what's working.
That same platform extends into sales. Business development reps use HubSpot as a daily outreach tool to connect with prospects alongside Outreach.io and LinkedIn, events marketing tracks leads and measures event ROI through HubSpot, and sales reps use HubSpot Meetings to schedule calls with prospective clients.
IT Services and IT Consulting · London, UK
Endava is a tech consulting company. Big businesses hire them to build software, modernize old systems, and figure out how to use technology to grow. They have around 9,600 employees, mostly engineers spread across offices in Europe, Latin America, and Asia, and they sell their work to enterprise clients in industries like banking, retail, travel, and government.
The interesting thing about Endava is how they have organized HubSpot around industries instead of geography. Most companies that operate in dozens of countries would split their marketing team by region. Endava splits theirs by vertical, with separate teams chasing retail clients, supply chain clients, travel clients, energy clients, and government clients, all running their own campaigns out of the same HubSpot instance.
In practice, that means each industry team owns a slice of the funnel. They build the email lists, write the landing pages, and run the paid ads aimed specifically at, say, retail executives. When someone fills out a form on the Endava site, HubSpot routes that lead to the right industry team based on what they downloaded or which campaign brought them in. The same platform handles webinars, podcasts, and the logistics around physical events like trade shows, with marketers in offices across Romania, Slovenia, and Moldova all working off the same playbook.
The website itself is built on HubSpot's content management system, which means the same platform that runs the campaigns also publishes the pages those campaigns point to. When a marketer launches a new retail-focused push, they can spin up a landing page, embed a form, and connect it to an email sequence without ever leaving HubSpot. That tight loop between web pages, forms, and follow-up emails is part of why a small marketing team can keep up with five different industry verticals at once.
IT Services and IT Consulting · Johannesburg, South Africa
Altron is a South African technology company. They sell cloud services, software, hardware, and related consulting to businesses, mostly in South Africa but also in five other countries. They have around 1,800 employees and are organized into seven different business units that each focus on a specific slice of the market.
The interesting thing about Altron is how they use HubSpot to coordinate selling across all those business units at once. The company resells cloud services from Amazon, Microsoft, Google, and Huawei, and each cloud platform has its own dedicated business development manager who runs a pipeline through HubSpot.
In practice, that means a single deal might involve a customer who needs a mix of Amazon hosting, Microsoft software, and a Google data tool, and the relevant managers can each see and update the same opportunity in HubSpot. The platform is also where they track how much each customer is actually spending on cloud services month over month, so the team can spot customers who are overspending and recommend cheaper pricing plans before the bill becomes a problem.
The website itself runs on HubSpot's content management system. That matters because the marketing team uses the same platform to publish landing pages for the cloud business, capture leads through forms, run paid Google ads, and feed those leads directly into the same pipeline the business development managers are working. There is no handoff between a website tool and a sales tool, it is all one system.
The ads side is wired into the same setup. Altron runs multiple tracking pixels from Google, Facebook, and LinkedIn on its website, and when someone fills out a form to ask about cloud services, that submission gets reported back to Facebook as a conversion. So the team can see exactly which Facebook ad or LinkedIn campaign produced the lead that turned into a deal, and shift their ad spend toward whatever is actually working for each business unit.
IT Services and IT Consulting · Abu Dhabi, UAE · HubSpot CMS, Marketing Hub, CRM
Core42 is a cloud and AI infrastructure company based in Abu Dhabi. They build the sovereign cloud platforms and high-performance computing systems that governments and large enterprises use to run AI workloads in regulated industries like banking and defense.
What makes Core42 interesting is what they're selling through HubSpot. Sovereign AI infrastructure deals run into the millions, with 12+ month sales cycles across buying committees of CIOs, ministers, and defense officials.
In practice, the marketing team uses HubSpot to track every touchpoint a potential customer has with Core42, from a Google Ads click on a banking-sector landing page to a webinar registration to a contact form submission. Each lead gets scored based on engagement signals, then handed off to sales once it crosses a threshold. Marketing-qualified leads flow directly into Salesforce for the sales team to work, with HubSpot still tracking the campaign attribution in the background.
The team also runs account-based marketing through HubSpot, picking specific government agencies and Fortune 500 enterprises as targets, then running customized campaigns at the people inside those organizations.
The website itself runs on HubSpot's CMS. The team builds landing pages, embeds forms, and runs A/B tests on headlines and layouts to figure out what gets a banking executive or defense procurement officer to fill out a contact request.
Bertog Landscape Company
Infinia
LicenceDeals |DCD|
Fast-Rite International, Inc.
Invertek Drives
BizDateUp
Health Level Seven International
Teamwork Commerce
Superior Services R.S.H., Inc.
Cawley Partners
KlimaEnergi A/S - Solceller
Access Financial Services
Kansoft
Miami Family Law Group, PLLC
Commerce Social
HEUX ASSURANCES
factory.fr
Protiviti Brasil
Complete Legal
Broadcom
Autodesk
Sapiens
ServiceTitan
Cisco
SS&C Technologies
Jack Henry
Chime
Morningstar
AML RightSource
HCA Healthcare
Marathon Health
Infinx
MB2 Dental
Walmart
British American Tobacco
Camping World
Spreetail
Atlas Copco
Otis
Bosch
ManpowerGroup
Endava
Altron
Core42
