Creative Ways SaaS Startups Are Using HubSpot Beyond Just Email Marketing

It’s more than a newsletter tool—if you set it up right.

When most people think of HubSpot, they think of email campaigns and maybe a blog or two. But if you’re only using it to send marketing emails, you’re barely scratching the surface.

SaaS startups are getting creative with HubSpot, turning it into a full-stack growth engine.

Here are a few smart, underused ways we’ve seen startups use HubSpot that go far beyond basic email marketing.

Onboarding Journeys for Free Trial Users

Instead of a static welcome email, startups are using HubSpot workflows to:

• Trigger behaviour-based onboarding emails
• Assign tasks for internal teams (like success calls)
• Score trial users based on in-app activity

Why it works:
You stay top-of-mind and guide users toward activation, without having to chase them manually.

Syncing Product Data Into HubSpot

With custom objects, APIs, or tools like Segment and Zapier, SaaS teams are pushing product usage data into HubSpot.

What that means:

• You can send targeted emails based on actions (or inaction)
• Segment your users by plan, feature usage, or login activity
• Alert your success team when someone becomes inactive

Why it works:
You get SaaS-specific visibility in a tool your whole team already uses.

Lifecycle Nurturing by Stage

Using lifecycle stages (Subscriber → Lead → MQL → SQL → Customer), startups are automating campaigns tailored to the user’s stage.

Example:

• MQLs get case studies
• SQLs get demo invites
• New customers get onboarding flows
• Long-time users get upgrade nudges

Why it works:
It keeps your messaging relevant and timely without any manual segmentation.

In-App Messaging & Support Workflows

Some SaaS teams connect HubSpot with tools like Intercom or use it to:

• Log in-app behaviour in the CRM
• Trigger support follow-up when a user runs into an issue
• Add users to nurturing sequences after support tickets close

Why it works:
It combines product, support, and marketing data into a single journey.

Internal Enablement for Sales & Success Teams

HubSpot isn’t just for external comms. It can also:

• Send internal alerts when key user actions happen
• Create tasks when expansion opportunities show up
• Generate reports on customer engagement for success teams

Why it works:
It turns your CRM into a command centre for growth, not just a lead list.

Final Thought

HubSpot is way more than a marketing tool. It’s a powerful growth platform—if you connect the dots.

Whether you’re trying to improve onboarding, personalise retention, or sync sales with product usage, the tools are there.

You have to use them creatively.