How HubSpot delights their customers
Marketing Powerups #65: Christina Garnett, Principal Marketing Manager at HubSpot, shares her process of delighting customers.
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
5 real-world examples of AI content.
Ahref’s template for content gap analysis.
Christina Garnett’s hierarchy of customer delight.
Ready? Let's go! ⭐️
🎖 Build a high-efficiency growth engine
B2B demand and sales these days have been sloooooow.
But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).
They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!
⭐️ The hierarchy of customer delight
It’s hard to pursue something creative if you don't even have basic needs like food, water, and shelter.
That's what Maslow's Hierarchy of Needs is about.
But it's also true for your customers — you can't delight them if you haven't met their basic desires.
That's where Christina Garnett’s Hierarchy of Customer Delight comes in. She is HubSpot's Principal Marketing Manager of Offline Community and Advocacy and writer and host of. Today, she digs into her Hierarchy of Customer Delight and how she applies it at HubSpot.
1. Survival and support lay the foundation.
Survival and support are at the very base of the Hierarchy of Customer Delight. You've got to meet your customers' needs and expectations of what your product can do. And if something goes wrong, you've got to provide the support they need to address any issues.
"Nothing's perfect. If something goes wrong, are you there for them? Do they feel safe? Do they feel like they could be taken care of if something unexpected happens?"
This foundation of support is evident in HubSpot's stellar customer service and their "Ideas Forum," where customers can report issues and suggest product improvements.
2. Show customers love and belonging.
The next level is about community and making customers "feel seen and heard." How do you amplify the voices of your best customers? How do you connect with them online? How do you reward and praise them?
For example, to make customers feel valued, Christina amplifies their content on social media. She says:
"If you looked at my LinkedIn page, 90% of my content is sharing other people's content. It shows that HubSpot sees them and that we care for them."
3. Empower customers to become their best selves.
The highest level of the hierarchy focuses on unlocking your customers' potential. As Christina puts it:
"How can we make sure that the work we're doing is continuing to solve for the customer? How can we take an external opportunity and have it take care of an internal need?"
For example, Christina enables passionate customers to "become their final form" by having them teach boot camps for HubSpot Academy or inviting them to be podcast hosts at the company's big event, Inbound. As she explains, "Who else is going to be able to give him that opportunity but HubSpot?" This unlocks opportunities customers can't get anywhere else.
The key is understanding what motivates your biggest fans and enabling them to become even better versions of themselves. This creates immense value and sticky retention.
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Christina’s hierarchy of customer delight.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Christina further explains her hierarchy of customer delight.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
📝 Kickstart your long-form content with AI (tool):
Writing sometimes feels like turning a flywheel. It’s tough to get started. But once the ball is rolling, building momentum to the finish line is much easier. That’s where Moonbeam can help—it’s an AI writing assistant specifically trained to help you write essays, stories, articles, blogs, and other long-form content.
🤖 5 real-world examples of AI for SEO content creation (article):
In this Search Engine Land article, Luca Tagliaferro shares how companies like LinkedIn, CNET, and Bankrate are using AI to create SEO content. One example you might have seen is LinkedIn’s collaborative articles. You’ll also see how The Verge uses AI content to rank on Google.
🔎 How to do a content gap analysis (with template) (resource):
Despina Gavoyannis shares her content gap analysis process and template in this Ahrefs in-depth, step-by-step guide. I love how she provides an easy-to-follow template that doesn’t require you to give your email address to download. She even provides a video walkthrough for those who prefer video over text!
That’s all for now, friends!
Have a powered-up day,
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