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Case Study: Community as a Growth Engine

Reigniting HubSpot’s The Spot 

Community Engagement.

Kisha Velazquez Case Study Page Gif MKTG WMN + HubSpot The Spot.gif

Overview

When HubSpot migrated its community platform to Hivebrite, engagement dropped. The team needed a fast, strategic way to re-energize members and deliver meaningful content.

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They brought me in to help lead that effort.

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Challenge

  • Platform migration disrupted engagement

  • Members needed a reason to return and participate

  • Content needed to feel relevant, actionable, and community-driven

Strategy

1

Anchor Event Theme

I pitched multiple concepts based on industry trends.

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The winner selected:

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🥳Community Is the New Content Engine

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This framing:

  • Connected directly to HubSpot’s value

  • Positioned community as a source of insight, not just audience

  • Created space for actionable takeaways

2

Spotlight Real Experts

First-hand experience and Original POV E-E-A-T's generic how-to guides.

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I highlighted MKTG WMN Female Co-Founders to:

  • Make the event timely for Women's History Month

  • Ground the session in real-world examples

  • Showcase how communities solve real member problems

  • Highlight programs like:

    • Member pulse surveys

    • Live building sessions (e.g., tools created with Lovable)

    • Data-driven resources like salary calculator tools

3

Design for Distribution

I didn't solely rely on HubSpot to promote the event.

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I maximized reach by optimizing for influence:

  • Created short-form video content for LinkedIn and Instagram.

  • Focused messaging on real insights vs. generic promotion

  • Leveraged cross-community amplification with HubSpot and MKTG WMN

Execution

  • Developed and published video-led promotional content

  • Collaborated with MKTG WMN for distribution

  • Positioned the event within a timely cultural moment (Women's History Month)

Results

  • 400% increase in registrations (5 → 25 in 24 hours post-video release)

  • Expanded reach through MKTG WMN community amplification

  • Demonstrated how community collaboration drives organic distribution

Watch the Recording

Watch the full recording HubSpot The Spot Community Content Engine hosted by Kisha Velazqu

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Key Takeaways

  • Community isn’t just an audience. It’s a content engine!

  • Relevance + timing (e.g., cultural moments) increases engagement.

  • Collaboration between communities accelerates reach and trust.

Activate your community
as a growth channel

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