How to Find the Right Creators for Your Brand

HubSpot’s Approach to Creator Partnerships: A Deep Dive

Key Concepts:

• Creator Partnerships: Collaborative marketing efforts with independent content creators, moving beyond traditional advertising.
• Full-Funnel Marketing: Utilizing different platforms to engage audiences at various stages of the buyer’s journey (awareness, consideration, decision).
• Loop Marketing Framework: HubSpot’s framework for growth in an AI-first world, with creators fitting into the “amplify” stage.
• Editorial Integrity: Maintaining the authenticity of a creator’s voice and content.
• KPIs (Key Performance Indicators): Measurable values used to track the success of marketing efforts (e.g., CPM, CPL, Reach, Revenue).
• AI-Powered Creator Evaluation: Utilizing artificial intelligence to assess creator fit and potential impact.
• Test & Scale: A phased approach to creator partnerships, starting with small tests and scaling successful collaborations.

I. The Shift in B2B Marketing & HubSpot’s Focus on Creators

The discussion begins by highlighting a growing trend: B2B companies are increasingly recognizing the value of working with creators. HubSpot’s interest stems from client inquiries about influencer marketing and a desire to understand best practices. The core issue identified is that many brands treat creators as simply “ad units,” approaching partnerships like standard paid advertising. HubSpot aims to differentiate itself by prioritizing genuine partnerships built on mutual benefit. As stated by Kyle, the challenge is “brands seem to treat creators like ad units.”

II. The Partnership-First Approach & Editorial Control

Alanah, Head of Creator Partnerships at HubSpot, emphasizes that successful creator collaborations are rooted in understanding creators as individuals – “humans that are behind a camera.” HubSpot focuses on identifying mutually beneficial partnerships, moving beyond a purely transactional advertising relationship. A key principle is respecting editorial integrity. Micromanaging creators and imposing excessive brand control is detrimental, as it results in inauthentic content that doesn’t resonate with the creator’s audience. Alanah stresses that “the best editorial” comes from allowing creators creative freedom within a defined framework. The balance lies in providing enough direction to align with brand goals without stifling the creator’s voice.

III. Identifying the Right Creators: Goals, Audience & Content

HubSpot’s creator selection process is strategic and multi-layered. It begins with defining clear marketing goals and KPIs. These goals dictate the appropriate platform. For example, awareness campaigns might leverage Instagram, TikTok, or LinkedIn, while lead generation efforts focus on platforms with direct linking capabilities like YouTube or newsletters.

Next, HubSpot identifies the target audience (e.g., marketing creators, business creators). Crucially, they prioritize creators whose existing content aligns with HubSpot’s values and messaging. Alanah explains, “if we hire people who we actually like the things that they make, then we don't have to micromanage them.” This ensures a seamless integration of HubSpot’s goals into the creator’s existing content.

IV. Channel & Influencer Selection Based on Funnel Stage

HubSpot categorizes platforms based on their position within the marketing funnel:

• Awareness (Top of Funnel): Instagram, TikTok, LinkedIn – for broad reach and social engagement.
• Lead Generation (Bottom of Funnel): Newsletters, YouTube – for driving traffic to lead capture mechanisms.

This approach ensures that the chosen channels align with the specific campaign objectives.

V. Creator Discovery & Evaluation: Tools & Human Oversight

HubSpot employs a combination of tools and human evaluation to identify potential creators:

• Platform Search: Direct searching on platforms like YouTube.
• Creator Network Analysis: Identifying creators followed by other relevant creators.
• Third-Party Tools: Utilizing various tools for social creator discovery.
• AI-Powered Evaluation: HubSpot has developed an internal AI tool ("Growth Gabby") that assesses creator fit based on content analysis, providing a “yellow, green, red light” score.
• Human Due Diligence: The team personally reviews creator content and conducts face-to-face meetings to assess personality, editorial style, and potential for a strong working relationship. Marie Shehadi leads the “creator success team” focused on building these relationships.

VI. Partnership Structure: Test, Scale, & Deepen

HubSpot utilizes a phased approach to creator partnerships:

1. Initial Test (Minimum 3 Placements): HubSpot commits to at least three content placements to assess performance and account for algorithmic variability.
2. Performance Evaluation: Analyzing the results of the initial placements, identifying which performed well and which didn’t.
3. Scale or Deepen: Based on performance, HubSpot either expands the partnership with additional placements or explores deeper collaboration, such as co-creating content.
4. Long-Term Partnerships: Extending successful collaborations to 12 months or longer, fostering ongoing relationships.

This “test and scale” methodology minimizes risk and allows HubSpot to optimize its creator investments.

VII. Measurement & ROI: KPIs & Revenue Attribution

HubSpot tracks a range of KPIs to measure the success of creator partnerships:

• Awareness Campaigns: CPM (Cost Per Mille/Thousand Impressions) to assess cost efficiency. Views on platforms like Instagram, LinkedIn, and YouTube.
• Lead Generation Campaigns: CPL (Cost Per Lead) to evaluate lead acquisition cost.
• Revenue Attribution: Tracking revenue generated directly from creator-driven initiatives.

These metrics are compared against market averages and across different creators and platforms to identify top performers and optimize future campaigns. The ultimate goal is to demonstrate ROI and secure continued investment from leadership.

VIII. Distinguishing Roles: Social Media Manager vs. Influencer Marketer

Alanah’s “Last Word” highlights a critical distinction: social media management and influencer marketing are distinct professions. Social media managers focus on building and maintaining a brand’s own voice, while influencer marketers specialize in cultivating relationships with creators. Blending these roles is often ineffective.

IX. LinkedIn Content & The Importance of Originality

Aja’s “Last Word” advocates for a more selective approach to LinkedIn posting, emphasizing the importance of sharing valuable, original insights rather than generic content.

X. The Power of Creators & Publisher Research

Kyle’s “Last Word” stresses the need for brands to shift their competitive research focus from other brands to creators and publishers. Understanding the strategies and creative approaches of successful content creators is crucial for winning in the content marketing landscape.

Conclusion:

HubSpot’s success with creator partnerships stems from a fundamental shift in mindset – viewing creators as partners, not simply advertising channels. By prioritizing authenticity, respecting editorial integrity, and employing a data-driven, phased approach, HubSpot has built a thriving creator program that delivers measurable results. The emphasis on relationship building, AI-powered evaluation, and a full-funnel strategy positions HubSpot as a leader in the evolving creator economy. The key takeaway is that successful creator marketing requires a long-term commitment to fostering genuine connections and empowering creators to deliver value to their audiences.