HubSpot (HUBS) investor relations material

Vision and Strategy for the Outcomes Era

• AI is driving a shift from feature-based software to platforms focused on measurable customer outcomes, requiring trusted context and domain expertise to deliver value at scale.

• The company is transforming product, go-to-market, pricing, and operations to lead in this new era, emphasizing durable growth, expanding margins, and embedding AI across all functions.

• The platform leverages unified customer data, a strong ecosystem, and broad distribution to democratize AI and scale businesses.

• Three customer shifts are shaping strategy: desire to build with AI, focus on outcomes, and demand for proof of value and predictable costs.

• Emphasis on hybrid pricing (seats and credits) for flexibility, predictability, and customer control over costs.

Product and Platform Transformation

• The Smart CRM has been rebuilt with an agentic harness (Aviator) and Growth Context graph, enabling context-driven AI and self-updating CRM capabilities.

• Breeze Assistant, now adopted by over 55% of Pro plus customers, serves as a conversational interface and gateway to the platform.

• Four new domain-specific agents (Campaign, Content, Nurture, Revenue) were launched, with ongoing expansion of agentic use cases and custom agent capabilities.

• Agent Hub and Agent Builder enable customers and partners to manage, build, and extend agents, supporting both prepackaged and custom workflows.

• The platform supports a headless strategy, offering data, context, and work APIs, and is integrated with all major frontier AI models.

Go-to-Market and Customer Engagement

• The customer journey now centers on upfront proof of value, with buyers seeking immediate outcomes and expanding usage as confidence grows.

• Distribution is driven by diversified channels, strong brand awareness, and leveraging an existing customer base of over 300,000 globally.

• Sales and customer success teams have been unified to focus on customer outcomes, with partners playing a key role in AI adoption and expansion.

• Downmarket, the focus is on ease of use, fast time to value, and pricing flexibility; upmarket, the approach includes outcome-oriented implementation and deeper partnerships.

• Partner ecosystem sources 25% of ARR, influences 50% of deals, and manages 40% of the customer base.