HubSpot faced an increasingly competitive market and needed to expand its thought leadership programming to further differentiate from the competition. In addition, the company wanted to make a splash for an upcoming expansion in Europe.

Our Approach

Kickstand executed on an international research study designed to uncover media-genic data and create high-value content. We took a test, then scale approach, first launching the study in the U.S. before expanding the effort to five additional European markets, including Amsterdam, Berlin, Dublin, London, and Paris. We worked in close coordination with HubSpot’s internal content team to ensure alignment and drive the most impactful content for supporting broader marketing and sales KPIs.


  • U.S. test campaign drove more than a dozen media interviews with tier one outlets including
  • HubSpot developed entire experiential microsite leveraging Kickstand data
  • Research was used as the anchor content for a lead gen campaign supporting HubSpot’s Berlin office opening.