Using HubSpot to Power Product-Led Growth Campaigns

Let your product do the selling—HubSpot will handle the rest.

In a product-led growth (PLG) model, your product is your most effective sales representative.

But even great products need a nudge. A reminder. A timely follow-up.

That’s where HubSpot comes in.

SaaS startups are using HubSpot to guide users from free trial → activation → paid plans—with zero manual chasing.

Here’s how to turn HubSpot into your PLG campaign engine.

Create a Custom Lifecycle for Product Users

Most default HubSpot lifecycles aren’t built for PLG. Create your own stages like:

• Signed up (Free User)
• Active User
• Power User
• Ready to Convert
• Paying Customer

You can use behavioural events or product data integrations to trigger movements between these stages.

Why it matters:
You segment users based on product experience, not just email opens.

Set Up Activation Workflows

Activation is the first big win in a PLG funnel. Use HubSpot workflows to send contextual nudges based on what users haven’t done.

Example:

• Didn’t complete the setup in 48 hours? → Send a helpful checklist
• Used a feature once? → Invite them to try an advanced workflow
• Hit a usage limit? → Prompt a plan upgrade

Why it matters:
You push users toward “aha moments” that drive retention.

Score Users Based on Product Activity

Use custom properties or integrated tools, such as Segment, to feed usage data into HubSpot.

• Number of logins
• Features used
• Team invites
• Time spent in the app

Why it matters:
It helps your sales or success team prioritize high-converting users—and ignore low-fit leads.

Build Upgrade Campaigns

When a free user is nearing a limit (like contacts, seats, or reports), use HubSpot emails and CTAs to offer:

• Upgrade discounts
• Personalised feature breakdowns
• Use case-specific case studies

Why it matters:
It’s a more targeted approach, based on real value, rather than generic marketing blasts.

Connect Sales Outreach to User Behavior

If a user hits a key milestone (like inviting their team or integrating another tool), trigger:

• Task for a rep
• Personalised email from a sales rep
• Custom video demo offer

Why it matters:
You connect with users when they’re most ready to talk.

Final Thought

Product-led growth doesn’t mean “no marketing.”
It means more brilliant marketing, at the right moment, based on what users do.

HubSpot gives you the tools to track, segment, and respond to product usage at scale, without overwhelming your team.