Inbound isn’t dead—it’s evolving. Although just 10% of surveyed leaders identified inbound as their primary go-to-market strategy, it doesn’t mean inbound is fading away. It’s transforming, and combined with outbound, customer-led, account-based, and product-led growth, inbound remains a cornerstone for success. As technology advances and AI reshapes marketing, companies are finding new ways to blend inbound strategies with buyer behavior.
"Inbound is not dead. The other short answer is outbound is botim database also not dead," shared Sam Jacobs. "We are entering an era where modern authentic storytelling will become more important than ever before because AI is going to flood the channel even more with generic, bland copy. So if you're able to tell an interesting, compelling story… you're going to be differentiated."
The key takeaway? The best companies aren’t abandoning inbound—they’re evolving it. By embracing AI-driven insights and pairing inbound with other go-to-market models, businesses can meet the evolving expectations of their buyers in a more personalized and impactful way.
What Sets the Best Apart: A Focus on Durable Growth
A major takeaway from the State of HubSpot report was the focus on durable growth. Top companies are not just chasing new business—they’re focusing equally on retention, expansion, and profitability. When asked about their top priorities, leading revenue, marketing, and customer success teams emphasized balancing these goals to drive sustainable growth.
Sam Jacobs noted: “It’s not just about growth at any cost anymore. We’re moving towards a model where profitability and customer retention are just as important as new revenue growth. If you focus on the customer and ensure they stick around, that’s what enables all of the other things you’re trying to achieve in terms of growth.”
This mindset shift emphasizes that growth isn’t just about acquiring new customers—it’s about maintaining and expanding relationships with existing ones. It’s about balancing the pursuit of new revenue with a laser focus on customer retention and profitability.
Leveraging HubSpot as a Data Powerhouse
Data is the backbone of modern go-to-market strategies, and HubSpot plays a pivotal role in helping companies manage and act on that data effectively. According to the report, 84% of top-performing leaders rely on HubSpot for data management, using it as a single source of truth across the customer lifecycle. It’s not just about having the right data; it’s about knowing how to use it to drive action.
“No surprise that HubSpot's number 1 reason why customers choose it is to manage their data,” noted Pete Caputa, CEO of Databox. “Whether we look at the features they use the most often, it’s the things that really allow them to manage data, like CRM tracking or contact management.”
Top companies aren’t just focusing on gathering data—they’re prioritizing making their internal data actionable. HubSpot enables businesses to centralize and manage customer data efficiently, which leads to better insights and improved decision-making.
Pete Caputa highlighted, “The amount of data that HubSpot captures about how you're running your business is just massive… HubSpot customers are using features like CRM tracking, contact management, and integrations to get the most out of their data.”
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