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HubSpot
Professional work · Collaboration with Marketing
Customer Insights & Demand Generation
Turning customer conversations into campaign messaging and the storytelling behind the “State of Data 2026” report.
Context
HubSpot runs integrated demand-generation campaigns across EMEA and LATAM, where messaging must reflect what buyers actually say.
Objective
Feed real customer language and buying motivations back into campaign strategy and content positioning.
My contribution
Analysed customer interactions and partnered with Integrated Campaign Marketing on the “State of Data 2026” research and its Iberia/LATAM narrative.
Approach
- — Call and conversation analysis
- — Market research
- — Narrative development for regional campaigns
Outcomes & learnings
Contributed to a 15% increase in engagement across demand-generation initiatives.
Next project
AI & Conversational Marketing →