Case Study: Zapier achieves doubled conversion rate and 50% increase in demo uptake with HubSpot

Zapier Doubles Its Conversion Rate with HubSpot

Zapier, a 100% remote automation software company that integrates 2,000+ apps, relied on content marketing and lead nurturing instead of a sales team. As it shifted focus to landing multi-user business accounts, the company lacked ways to segment accounts, capture demo feedback, and report trends—information that had been stored in spreadsheets and couldn’t inform timely, persona-specific messaging.

By implementing HubSpot CRM, Zapier used custom objects to track product feedback, set up persona-based email sequences, and centralized reporting and dashboards so teams could self-serve insights. The result: conversions doubled and demo uptake rose 50%, with clear visibility into trial-to-demo-to-upgrade flows and shared customer data across marketing, operations, and customer success.

Zapier

Lindsay Rothlisberger

Marketing Operations