We recently had the pleasure of hosting a fascinating conversation on the Hyperengage Podcast with Jonathan Corbin from HubSpot. Jonathan’s journey from engineer to customer success roles, his startup experience, and his insights into the B2B SaaS world offer valuable lessons for anyone interested in customer success and business growth. Let me share with you some of the highlights from our conversation.
- Jonathan Corbin, from HubSpot, shared his journey from being an engineer to a customer success professional on the Hyperengage Podcast.
- He emphasized the importance of customer retention and growth in B2B SaaS businesses.
- Jonathan’s startup experience taught him the importance of specialization as a company grows.
- HubSpot navigated the COVID-19 pandemic with a customer-centric approach, offering significant discounts to struggling customers.
- HubSpot has evolved from a marketing tool to a platform that can be used by customer success teams, highlighting the importance of ease of use and customer experience.
HubSpot is a leading customer relationship management (CRM) platform that provides software and support to help businesses grow. Their platform includes marketing, sales, service, and website management products that start free and scale to meet their customers’ needs at any stage of growth.
The Journey: From Engineer to Customer Success
Jonathan kicked off our conversation by sharing his unique journey from being an engineer to transitioning into customer success roles. He emphasized the importance of customer retention and growth in B2B SaaS businesses.
The key takeaway?
It takes about 12-18 months for the average B2B SaaS company to pay back each customer they acquire. So, retaining customers beyond that period is crucial for profitability.
The Startup Experience: Lessons Learned
Jonathan also shared his experience of starting his own startup, Veer, which aimed to help people find the cheapest, closest parking spot. Although Veer didn’t have the exit they dreamed of, the experience was rich with lessons. One of the most significant takeaways was the importance of specialization as a company grows.
Navigating Through COVID-19: A Customer-Centric Approach
When we discussed the challenges of the COVID-19 pandemic, Jonathan shared how HubSpot navigated these challenges by focusing on helping their customers and partners transform their businesses to continue functioning. They offered significant discounts to customers struggling to pay their bills and maintain their products. This shows how a customer-centric approach can help businesses navigate through challenging times.
HubSpot: More Than Just a Marketing Tool
Jonathan highlighted how HubSpot has evolved from a point solution focused on inbound marketing to a platform that thinks holistically about the customer experience. He stressed the importance of ease of use in ensuring that customers get value from a product. He also discussed how HubSpot can be used for customer success teams, not just marketing teams.
The Role of Customer Success in Different Stages of a Company
Jonathan provided valuable insights into how the role of customer success varies depending on the stage of the company. In early-stage startups, customer success can encompass a wide range of roles. However, as the company grows, specialization becomes increasingly important. At HubSpot, the customer success team focuses on helping companies grow using HubSpot.
HubSpot’s Response to COVID-19
During the COVID-19 pandemic, HubSpot took a customer-centric approach to help their customers and partners transform their businesses. They offered significant discounts to customers struggling to pay their bills and maintain their products. This highlights the importance of a customer-centric approach during challenging times.
HubSpot for Customer Success Teams
Despite the common perception that HubSpot is primarily a marketing tool, Jonathan emphasized that it can also be effectively used by customer success teams. The platform’s focus on customer experience and ease of use makes it a valuable tool for customer success teams.
- Customer retention and growth are crucial in B2B SaaS businesses.
- Specialization becomes increasingly important as a company grows.
- A customer-centric approach can help businesses navigate through challenging times.
- Tools like HubSpot can be used not just for marketing, but also for customer success.
In our podcast, Jonathan Corbin from HubSpot shared his journey from being an engineer to a customer success professional, the lessons he learned from his startup experience, how HubSpot navigated the COVID-19 pandemic with a customer-centric approach, and how HubSpot can be used beyond just marketing.