In just a year, so much has changed.
The explosion of AI has firmly integrated itself into day-to-day processes. Buyer needs have evolved rapidly, and organizations are being forced to dig deep to find new ways to attract, engage, convert, and inspire both customers and communities.
As a result, leaders in every revenue-driving function — Marketing, Sales, Revenue Operations, and Customer Success — are asking the same question:
“How can I keep up?”
To prepare for the future, it’s critical for leaders to lean into what is known and understand the right levers to pull to become top performers.
This year’s 2024 State of HubSpot Report explores how businesses worldwide are utilizing the HubSpot ecosystem to exceed their goals and craft more effective go-to-market strategies.
But what is the right way to grow?
Are traditional models like inbound marketing still relevant?
Can AI solve for everything, and for everyone?
Our survey of 1,600+ global revenue leaders across Marketing, Revenue Operations, Sales, and Customer Success dives deep into these questions to uncover a new playbook for success.
In today’s post, I’ll share some of the stats from the report that stood out to me most.
Top 10 Key Stats from the 2024 State of HubSpot Report:
1. 96% of top-performing companies say HubSpot effectively supports their go-to-market strategy, showing how CRM alignment is crucial to success.
2. 84% of companies using HubSpot plan to expand their usage by migrating to one or more additional Hubs within the next year, with Service Hub and Operations Hub leading the way.
3. 58% of top-performing companies say data management is the primary reason they use HubSpot, emphasizing the need for a single source of truth for cross-team collaboration.
4. Only 10% of respondents rely on inbound marketing as their primary go-to-market strategy, revealing a shift toward more diversified approaches to GTM such as customer-led growth.
5. 40% of companies plan to increase their investment in AI over the next six months, underscoring the growing role of AI in driving content creation, personalization, and productivity.
6. 71% of buyers expect personalized content that speaks directly to their needs, a critical factor in today's buyer journey.
7. 70% of B2B buyers spend the majority of their research phase independently, before ever contacting a vendor — making digital content more important than ever.
8. 83% of Salesforce users surveyed plan to migrate to HubSpot’s Service Hub in the next 12 months, showing growing confidence in HubSpot’s comprehensive platform.
9. 46% of HubSpot users report using the platform to improve team productivity and efficiency through automation, highlighting a competitive advantage in operational scaling.
10. Top-performing companies are 10% more likely to feel fully aligned with their overall organization, benefiting from shared data and a unified approach powered by HubSpot.
What Is the Right Way to Grow?
What is the right way to grow? As these stats reveal, growth today requires more than sticking to a single strategy.
Leaders need to embrace AI, diversify their go-to-market approaches, and align their teams around shared data and goals.
It’s not about choosing one tool or one approach — it’s about blending them all to create a holistic, durable growth strategy.
We explored these findings further at the Boston HubSpot User Group event, where we discussed how top companies are using HubSpot’s ecosystem to stay ahead.
You can watch the replay of the session below to learn how these trends can help your organization grow.
