State of HubSpot 2024: How the Best Do It Differently

As the digital landscape continues to evolve at breakneck speed, the question on everyone’s mind at this year’s INBOUND event was: Is inbound dead? Jonathan Burg, SVP of Revenue at New Breed, led a dynamic session on the State of HubSpot 2024, featuring insights from industry leaders facing these shifts head-on. The panel—Sam Jacobs (CEO of Pavilion), Pete Caputa (CEO of Databox), Jill Rowley (LP at Stage 2 Capital), and Beau Brooks (CRO at Teamwork.com)—explored how top-performing companies are adapting and thriving in this ever-changing environment.

The Evolving Role of Inbound Marketing

Inbound isn’t dead—it’s evolving. Although just 10% of surveyed leaders identified inbound as their primary go-to-market strategy, it doesn’t mean inbound is fading away. It’s transforming, and combined with outbound, customer-led, account-based, and product-led growth, inbound remains a cornerstone for success. As technology advances and AI reshapes marketing, companies are finding new ways to blend inbound strategies with buyer behavior.

"Inbound is not dead. The other short answer is outbound is also not dead," shared Sam Jacobs. "We are entering an era where modern authentic storytelling will become more important than ever before because AI is going to flood the channel even more with generic, bland copy. So if you're able to tell an interesting, compelling story… you're going to be differentiated."

The key takeaway? The best companies aren’t abandoning inbound—they’re evolving it. By embracing AI-driven insights and pairing inbound with other go-to-market models, businesses can meet the evolving expectations of their buyers in a more personalized and impactful way.

What Sets the Best Apart: A Focus on Durable Growth

A major takeaway from the State of HubSpot report was the focus on durable growth. Top companies are not just chasing new business—they’re focusing equally on retention, expansion, and profitability. When asked about their top priorities, leading revenue, marketing, and customer success teams emphasized balancing these goals to drive sustainable growth.

Sam Jacobs noted: “It’s not just about growth at any cost anymore. We’re moving towards a model where profitability and customer retention are just as important as new revenue growth. If you focus on the customer and ensure they stick around, that’s what enables all of the other things you’re trying to achieve in terms of growth.”

This mindset shift emphasizes that growth isn’t just about acquiring new customers—it’s about maintaining and expanding relationships with existing ones. It’s about balancing the pursuit of new revenue with a laser focus on customer retention and profitability.

Leveraging HubSpot as a Data Powerhouse

Data is the backbone of modern go-to-market strategies, and HubSpot plays a pivotal role in helping companies manage and act on that data effectively. According to the report, 84% of top-performing leaders rely on HubSpot for data management, using it as a single source of truth across the customer lifecycle. It’s not just about having the right data; it’s about knowing how to use it to drive action.

“No surprise that HubSpot's number 1 reason why customers choose it is to manage their data,” noted Pete Caputa, CEO of Databox. “Whether we look at the features they use the most often, it’s the things that really allow them to manage data, like CRM tracking or contact management.”

Top companies aren’t just focusing on gathering data—they’re prioritizing making their internal data actionable. HubSpot enables businesses to centralize and manage customer data efficiently, which leads to better insights and improved decision-making. 

Pete Caputa highlighted, “The amount of data that HubSpot captures about how you're running your business is just massive… HubSpot customers are using features like CRM tracking, contact management, and integrations to get the most out of their data.”

Embracing AI and Automation to Drive Productivity

The future is undeniably AI-driven, and top companies are already using AI to boost productivity and streamline operations. Automation is transforming how teams work, allowing them to focus on more strategic activities while delivering more personalized customer experiences.

Beau Brooks, CRO of Teamwork.com, explained how AI is reshaping sales processes: “AI-driven tools are enabling more precise, data-informed decisions. We’ve started using predictive deal scores in HubSpot, and it’s a great mechanism to pressure-test how a rep feels about a deal… It gives you suggested actions to rectify that deal. So we’re not just talking about feelings anymore; we’re talking data.”

AI isn’t just about automating tasks—it’s about increasing efficiency and empowering teams to work smarter. As HubSpot continues to develop its AI capabilities, companies that embrace these tools will be well-positioned to drive more impactful results.

The Alignment Challenge: Metrics That Matter

One thing that hasn’t changed year over year, is the fact that alignment continues to be a challenge. The State of HubSpot report revealed that 60% of revenue leaders are still not fully aligned around their key metrics. Marketing teams, in particular, often find themselves at odds with other departments, focusing on MQLs that may not resonate as strongly across the organization.

“Last year, revenue leaders said that better alignment would drive better revenue outcomes, but 60% of leaders still aren’t fully aligned,” said Jonathan Burg. “The top performers, though, are 100% aligned around the metrics that matter.”

Achieving alignment isn’t just about agreeing on metrics—it’s about fostering collaboration across teams and having those difficult conversations. Jill Rowley noted that customer stories can be a powerful tool for creating that alignment, as they transcend departments and keep the focus on what really matters: delivering value to the customer.

Conclusion: Thriving in a Disrupted Landscape

The takeaway from this year’s State of HubSpot is clear: Inbound isn’t dead.  It’s being reimagined to meet the needs of today’s buyers. By focusing on durable growth, using HubSpot for data management and activation, and striving for alignment, top companies are setting themselves apart and driving sustainable success.

As Sam Jacobs put it, “The best companies aren’t just surviving—they’re thriving by adapting their strategies, leveraging data, and embracing new technologies like AI. It’s not rocket science; it comes from focusing on the customer. If you focus on the customer, they will stick around, and that enables all of the other things you’re trying to do around growth.”

For businesses looking to stay ahead, now is the time to reassess your strategies, embrace the power of AI, and ensure your teams are aligned on what truly drives success. Check out the full State of HubSpot report for more insights, and stay tuned for our upcoming content on optimizing your go-to-market strategy.