This week marked an necessary milestone for HubSpot. The firm Dharmesh and I based over 14 years in the past welcomed its 100,000th buyer and handed $1 billion in annual recurring income.

We’ve come a great distance since we started banging the drum about inbound advertising and marketing, and but, it appears like HubSpot is simply getting began.

In some ways, it appears like the entire world is simply getting began … or re-started.

The occasions of the previous 12 months have reworked complete industries, upended the method we work, and re-shaped human habits en masse. The applied sciences we embraced and new habits we fashioned throughout the pandemic won’t retreat when the coronavirus finally does. Rather, they may come to outline “the next normal.”

This represents one in all the most profound outcomes of those instances: that by no means earlier than have corporations, and the services they supply, had a better capability to affect human habits.

When gyms re-open, individuals will nonetheless exercise from house, facilitated by health apps. When workplaces re-open, individuals will nonetheless earn a living from home, facilitated by work productiveness and communications instruments. When theatres re-open, individuals will nonetheless watch stay live shows and new films from house, facilitated by streaming companies.

Without these services, lots of which have gone from being novel to crucial in the previous 12 months, life throughout the pandemic would look very completely different. And it will be more likely to snap again to the method it was in 2019.

Instead, we have witnessed numerous corporations urgently pivoting their plans to fulfill new buyer wants. They’ve innovated, they’ve tailored, and so they’ve re-shaped their merchandise.

I’ve been impressed to see lots of HubSpot’s 100,000 prospects adapt and innovate in the face of uncertainty, and in doing so, play an instrumental position in defining the new methods during which we stay, journey, work, and construct a greater future.

Mindfulness for the Masses

Take mindfulness apps, for instance. One unequivocally constructive final result of those turbulent instances has been the elevated significance all of us place on our psychological wellness. Over the previous 12 months, HubSpot prospects like Calm, Talkspace, and Headspace have gone from being useful instruments for individuals seeking to apply mindfulness to important companies that hundreds of thousands of individuals use of their day by day lives.

When Headspace was based in 2010 — at a time when meditation was nonetheless largely the protect of spiritual and non secular organizations —  the key query its founders asked was: “How do we put Headspace in places you wouldn’t expect to find it?” Now, 10 years later, it’s a multi-media group with a podcast division, a partnership with Sesame Street, and a just lately introduced Netflix collection.

This progress wouldn’t have been doable with out the stage of scale the firm has been in a position to obtain in the previous 12 months. On the eve of the pandemic in February 2020, the app reached two million paid subscribers, and since then, its fee of downloads has elevated by 20%. And if you take a look at knowledge from the first few weeks of U.S. lockdowns, downloads elevated by 100% towards pre-pandemic ranges.

Headspace was rising steadily previous to the pandemic, however when society was plunged right into a interval of unprecedented uncertainty, the want for its companies surged. Thanks to a deep-rooted ardour to serve its prospects, the firm was in a position to scale via 2020 and usher in a brand new period during which mindfulness is practiced by the plenty.

New Tools for a New Way of Working

As the intertwined relationship between work and site continues to unravel, on-line productiveness instruments have gone from being a helpful complement to conventional workstyles to an indispensable a part of the distant employee’s toolkit.

Numerous HubSpot prospects have performed an important position in facilitating this shift: Trello has helped parents to handle their children’ homeschooling schedules, SurveyMonkey has supported nearly a quarter of a million surveys about the coronavirus, and G2 has helped companies discover new software program options, seeing a 1,100% improve in searches for digital classroom instruments and a 550% improve in searches for webinar software program in the weeks following the coronavirus outbreak.

Another HubSpot buyer,, had been rising quickly in the years previous to the pandemic, saying $120m in annual recurring revenue in February 2020 as its software program helped hundreds of scaling corporations to collaborate extra successfully. And then, as the potential to collaborate remotely turned a crucial want for all corporations, the firm changed its product roadmap to fulfill the sudden change in buyer wants.

Among the new releases it prioritized have been embedded Zoom calls, on-line whiteboards, and picture annotations — all of which may add quick worth to prospects. The impression of those modifications was vital. Not solely did speed up its hiring, increasing its headcount by 27% between April and June 2020, it additionally announced a new valuation of $2.7bn. was even singled out for praise by Fast Company for its remarkably easy transition to distant work.

The method we work has modified ceaselessly, and the impression of this alteration remains to be reverberating throughout a number of industries, affecting industrial actual property costs, triggering mass migrations, and decreasing carbon footprints as commute instances plummet.

At the coronary heart of those main societal modifications are corporations like, which initially sought to assist scaling corporations collaborate extra successfully, and now finds itself offering a vital software that’s accelerating a once-in-a-generation shift in human habits.

Destination: Anywhere

While the pandemic has pressured complete populations to remain in a single place, it has additionally dramatically modified the methods during which we transfer in the world. One HubSpot buyer at the forefront of this shift is Airstream.

For a long time, Airstream has been constructing its much-loved state-of-the-art journey trailers, and in doing so, has develop into one in all the most iconic manufacturers in the United States. As the pandemic unfolded, the firm was fast to supply new, related sources about every part from how to exercise in small spaces, to the right way to learn and work remotely. As Airstream CEO Bob Wheeler put it, “these virtual products looked very different than the vehicles we’re used to producing.” But it was via this revolutionary adaptation to the new habits and pursuits of its prospects that Airstream achieved a 45% year-on-year increase in sales in May, and a 100% improve in June.

The pandemic has made work much less location-dependent and leisure much less time-dependent. It is now doable for a lot of to journey whereas working and journey with out taking giant quantities of day without work work. By recognizing this new dynamic and shortly adjusting its technique, Airstream has gone from offering a method of journey between locations to offering the vacation spot itself.

Even after the pandemic has been introduced underneath management, ongoing financial uncertainty and fears of a resurgent virus are prone to lead to a continued reluctance to journey internationally. As a end result, staycationing and home location-hopping are set to stay common selections for years to return. By re-positioning its worth proposition to swimsuit the new habits of its prospects, Airstream has additional accelerated the shifts triggered by the pandemic, whereas additionally persevering with to scale as a worldwide enterprise.

Scaling Better for Society

As the pandemic despatched individuals indoors, racial injustice introduced many out onto the streets to protest long-standing inequality in our society. Over the previous 12 months, prospects have more and more come to anticipate the corporations they spend cash with to be a drive for good in the world.

Lemonade, the insurance coverage supplier and HubSpot buyer, is an instance of how corporations can have the kind of constructive societal impression that now prospects demand, whereas additionally scaling quickly in the course of.

Lemonade is a licensed B-corp that gives all of its unclaimed premiums to non-profit organizations chosen by its prospects. As the firm’s web site says, “Social good is baked into the core of our business model.”

When the pandemic hit, Lemonade allowed prospects experiencing monetary hardship to defer funds (and even in additional regular instances, it permits prospects to cancel their coverage at any time and obtain a full refund). It additionally gave its prospects the alternative to change their non-profit-of-choice to a company instantly concerned in combating the coronavirus outbreak — and tens of thousands of them took them up on the provide. And late final 12 months, the firm’s CEO, Daniel Schreiber, called on companies to encourage their staff to get vaccinated. 

While utilizing its affect to assist in the combat towards the coronavirus, Lemonade additionally confirmed its assist for artists going through monetary hardship throughout the pandemic by launching an Instagram campaign to spotlight artistic endeavors it commissioned.

The insurance coverage trade has not been resistant to the downward financial pressures triggered by the pandemic, and but, Lemonade was one in all 2020’s most spectacular development tales. In December, after simply four-and-a-half years in enterprise, the firm introduced that it had passed 1 million clients. And just some weeks after that, its inventory hit an all-time excessive. The firm achieved this stage of scale whereas additionally racking up $1.1million to donate to nonprofits, together with ACLU, March For Our Lives, and

According to Edelman’s 2021 trust barometer, enterprise is now the most trusted establishment when in comparison with authorities, media, and NGOs. As Lemonade scales its enterprise whereas concurrently having a constructive impression on the world, it represents the newly outlined position corporations are anticipated to play in society — the place they’re each for revenue and for good.

This new expectation of corporations and their CEOs creates a accountability and a possibility for companies to play an energetic position in constructing a greater future for all in the subsequent regular.

Preparing for the Next Normal

I’ve witnessed extra change in the previous 12 months than I did in the earlier 12 years. But now, on the event of HubSpot welcoming its 100,000th buyer and passing $1 billion, I’m not wanting again as a lot as I’m wanting ahead.

The subsequent regular will not look something like 2019, and it will not look similar to 2020 both. It will likely be an period distinctive in the tendencies it ushers in and the alternatives it presents. At HubSpot, it is going to be our job to assist our future and current prospects benefit from these alternatives, whereas additionally persevering with to assist the likes of Headspace,, Airstream, and Lemonade as they scale and form the behaviors that can outline the subsequent regular.

We plan on doing that initially by listening to our prospects, and by then utilizing their suggestions to offer a world-class CRM platform as distinctive as the instances during which we stay and able to empowering scaling corporations to thrive for years to return.

I need to thank each buyer, accomplice, and worker for serving to us get to the place we’re at this time. Without their ardour, advocacy, belief, and suggestions, the previous 15 years wouldn’t have been as thrilling, and the subsequent 15 wouldn’t look as promising.

Our mission is to assist hundreds of thousands of organizations develop higher. This week, we reached an necessary milestone on that journey. But, simply as the subsequent regular is getting began, so too is HubSpot.

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