Cybereason ignited faster and smarter growth with HubSpot

Cybereason sells a sophisticated product to a sophisticated buyer through a multi-touch sales process that requires a significant amount of time. The lengthy sales cycle was spread throughout different platforms, which made the marketing and sales teams identify the need for a tool capable of integrating all the sales touchpoints to make their lives easier.

Patrick Shea, the Vice President of Marketing Growth & Operations, remembers that when he started at the company three years ago, the team went through all the tools they had in place to see what could help them grow and support scalability. “When we looked at the marketing automation platform that we had in place, it did not represent a central hub where we could plug things in and expand our go-to-market,” Patrick adds.

In addition to that, the marketing and sales teams required the use of a variety of non-integrated tools and platforms to follow along with their strategies. Kyle McKay, the Senior Manager of Marketing Operations, recalls the difficulty of managing multiple tools and logins for the team before using HubSpot. “Reporting was a nightmare, not a straightforward, seamless experience. We made the decision to consolidate and go all on one platform – that was HubSpot,” Kyle says.

The hundreds of app integrations supported by HubSpot brought the most favorable outcome for the teams, enabling them to grow and scale globally. Most of the top marketing technologies like Eventbrite, GoToWebinar, Perfect Audience, and others are partnered with HubSpot nowadays. Having a single product in the middle of the customer experience is immensely impactful to the global team at the business.

Cybereason now utilizes HubSpot as the center for all their global marketing and communication efforts, using seamless integration with the marketing apps that are essential to their success. HubSpot tools and integrations are helping build a strong connection between the marketing and sales teams. The integrations make the teams’ day-to-day more manageable, helping them to be more efficient and save time while growing and scaling globally.

Cybereason recently ran over 200 roadshows across the United States and Europe, and that has been executed directly with HubSpot. Events are a significant ingredient of the business’ sales and marketing efforts. Thus, the event and webinar integrations that allow lead capturing play a crucial role in their customer journey.

Using HubSpot as a central hub connected to all integrations, allows Cybereason teams to track how events, webinars, and other campaigns impact the sales process. “We can measure the effectiveness of these events and share the information back to the sales team in a quick and timely fashion,” Patrick adds.