Multi-Market Strategy for Company (HubSpot)

User research uncovered different multi-market strategies dependent on company size and location.

User’s current journey in HubSpot has multiple pain points when creating multi-language content.

Pain points were consistent across multiple products, allowing us to develop a strategy to resolve 80% of pain points.

Multi-market customers are important of the business strategy.

Multi-market companies need to have a baseline of needs met before other needs are important to tackle.

Problem

HubSpot’s approach to multi-market users was inconsistent. While the CMS invested in complete multi-market support of every language, other product teams provided little to no support.

Definition:
Multi-market refers to companies operating in multiple countries or using multiple languages.

Solution

Identified market opportunity + churn based on lack of multi-market features. Identified key feature issues that would fix 80% of HubSpot’s discrepancies.

Pitched to leadership as a cross-product initiative

Success metrics:

  • Increased NPS with multi-market customers

  • Increased growth and retention at all subscription tiers in markets with heavy multi-market usage

Note: while my strategy was not prioritized, it highlighted key areas and pain points that were addressed in small iterations by other product teams.

Responsibilities

  • Conducted user interviews to better understand multi-market needs

  • Interviewed sales reps, support reps, and go-to-market leads to understand issues and find churn data

  • Internal heuristic evaluation of current features

  • Identified and scoped systemic issues + potential solutions

  • Identified additional features that were ultimately most important for multi-market users before creating content

  • Pitched to company leadership to prioritize