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[Free HubSpot CRM](https://www.hubspot.com/products/crm?authuser=0) [Overview of all products](https://www.hubspot.com/products/get-started?authuser=0) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing?authuser=0) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales?authuser=0) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service?authuser=0) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content?authuser=0) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data?authuser=0) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue?authuser=0) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm?authuser=0) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence?authuser=0) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter?authuser=0) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo?authuser=0) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps?authuser=0) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads?authuser=0) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing?authuser=0) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline?authuser=0) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?authuser=0) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?authuser=0) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) Get instant answers about your customers with an AI data agent. ## By Team Size - ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?authuser=0) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?authuser=0) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?authuser=0) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/?hubs_content=www.hubspot.com%2Fcase-studies%2Fvanilla-forums&hubs_content-cta=nav-resources-community&authuser=0) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?authuser=0) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?authuser=0) - [Startup Partner Program](https://www.hubspot.com/startups/partners?authuser=0) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?authuser=0) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?authuser=0) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?authuser=0) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?authuser=0) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?authuser=0) - [Migration](https://www.hubspot.com/services/professional/migrations?authuser=0) - [Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm?authuser=0) - [__Overview of all products__](https://www.hubspot.com/products/get-started?authuser=0) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing?authuser=0) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales?authuser=0) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service?authuser=0) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content?authuser=0) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data?authuser=0) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue?authuser=0) - 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[Close deals](https://www.hubspot.com/use-case/close-more-deals?authuser=0) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support?authuser=0) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction?authuser=0) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey?authuser=0) - [Manage content](https://www.hubspot.com/use-case/manage-content?authuser=0) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers?authuser=0) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster?authuser=0) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data?authuser=0) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent?authuser=0) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent?authuser=0) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent?authuser=0) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter?authuser=0) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise?authuser=0) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot?authuser=0) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies?authuser=0) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight?authuser=0) - [Pricing](https://www.hubspot.com/pricing/marketing?authuser=0) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight?authuser=0) - [What's New in HubSpot](https://www.hubspot.com/new?authuser=0) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot?authuser=0) - [Sustainability](https://www.hubspot.com/sustainability?authuser=0) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/?hubs_content=www.hubspot.com%2Fcase-studies%2Fvanilla-forums&hubs_content-cta=nav-resources-community&authuser=0) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups?authuser=0) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions?authuser=0) - [Technology Partner Program](https://www.hubspot.com/partners/app?authuser=0) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates?authuser=0) - [Education Partner Program](https://academy.hubspot.com/education-partner-program?authuser=0) - [Startup Partner Program](https://www.hubspot.com/startups/partners?authuser=0) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing?authuser=0) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing?authuser=0) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources?authuser=0) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates?authuser=0) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding?authuser=0) - [Migration](https://www.hubspot.com/services/professional/migrations?authuser=0) - [Premium Support](https://www.hubspot.com/services/premium-support?authuser=0) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions?authuser=0) - About About - [About Us](https://www.hubspot.com/our-story?authuser=0) - [Careers](https://www.hubspot.com/careers?authuser=0) - [Contact Us](https://www.hubspot.com/company/contact?authuser=0) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management?authuser=0) [Start free or get a demo](https://www.hubspot.com/products/get-started?authuser=0) [Log in](https://app.hubspot.com/login?authuser=0) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales?authuser=0) - [Case Studies Overview](https://www.hubspot.com/case-studies?authuser=0) - [Directory](https://www.hubspot.com/case-studies/directory?authuser=0) - Vanilla Forums  # HubSpot’s optimization events drive qualified leads for Vanilla Forums Software & Technology 25-200 employees  - 36% Increase in pipeline from paid search - 2x Increase in paid search conversion rate Use Cases - Increase Leads - Increase Conversion Rates Products - [Content Hub](https://www.hubspot.com/products/content?authuser=0) - [Marketing Hub](https://www.hubspot.com/products/marketing?authuser=0) ### Story Overview Vanilla Forums found a unique solution. They used HubSpot and Google’s integrated solutions to drive new, high-quality leads and be ready for what’s next. ### About Company Vanilla is a Canadian software company offering community forum solutions that help businesses connect with millions of customers around the world, drive brand loyalty, and foster meaningful connections. ### Challenging market conditions call for a new strategy Vanilla was recently acquired by Higher Logic, making these onetime competitors the biggest player in an increasingly competitive space. As such, it became critically important to optimize every variable in their marketing strategy. Vanilla was faced with several challenges, including how to: - Reach new audiences - Improve lead quality to build a stronger pipeline - Better measure offline conversions To address these questions, Vanilla needed to use the insight from their existing customer data to guide their marketing strategy, and they needed tools that could integrate easily with their existing systems. As a longtime HubSpot user, Vanilla historically relied on the platform’s lead management and reporting tools. Now, HubSpot’s new integration with Google Ads enabled the company to take their lead generation strategy to the next level by syncing their ad campaign data with their customer data. ### A data-driven approach to conversion management Vanilla began by pivoting its marketing strategy to optimize for sales-qualified leads. The first step: mapping its lead-to-sale journey—in its long sales cycle—to pinpoint the true value of each conversion action leading to the sale. After connecting their Google Ads account to HubSpot, Vanilla used the [optimization events tool](https://knowledge.hubspot.com/ads/create-and-sync-crm-lifecycle-events-with-your-google-ads-or-facebook-ad-accounts?authuser=0) to import those conversion values and sync them with their offline data. This enabled Vanilla to determine the precise moment when a customer lifecycle stage turns into an opportunity. Optimization events also allowed them to use Smart Bidding to maximize their conversion values, so their ad campaigns started to bid toward the most valuable leads. Ultimately, optimization events enabled them to import offline conversions, measure and optimize the results of their ads, gain a deeper understanding of their marketing efforts, and focus on their most important outcomes. ### Optimizing for the highest-quality leads yields results Despite increased prices and the growing competitive landscape, Vanilla achieved impressive results. By shifting their bidding strategy to sales qualified leads, their pipeline from paid search rose 36% over the prior year, and the demo page conversion rate from paid search doubled – increasing from 4% to 8%. In addition, Vanilla was able to create more granular campaigns and connect with new, affordable leads. Table of Contents Table of Contents - [Challenging market conditions call for a new strategy](https://www.hubspot.com#challenging-market-conditions-call-for-a-new-strategy) - [A data-driven approach to conversion management](https://www.hubspot.com#a-data-driven-approach-to-conversion-management) - [Optimizing for the highest-quality leads yields results](https://www.hubspot.com#optimizing-for-the-highest-quality-leads-yields-results)  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo?authuser=0) ##### Related Case Studies -  ### Terrascope Achieves Accelerated Deal Cycles and ARR Growth with HubSpot - Software & Technology - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/terrascope?authuser=0) -  ### Booxi aligns teams across three continents and saves $100k/year with HubSpot - Software & Technology - 25-200 employees - Canada * * * [Read more](https://www.hubspot.com/case-studies/booxi?authuser=0) -  ### Flinks significantly increases SQLs YoY with HubSpot - Software & Technology - 25-200 employees - Canada * * * [Read more](https://www.hubspot.com/case-studies/flinks?authuser=0) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/eventus?authuser=0) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 25-200 employees - Content Hub - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union?authuser=0) -  ### How Bitfocus Makes Sure No Frontline Worker Waits Overnight for an Answer with HubSpot's Customer Agent - Software & Technology - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/bitfocus-customer-agent?authuser=0) -  ### A journey towards operational simplicity and marketing, sales, and customer service efficiency with HubSpot - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/smartpricing?authuser=0) -  ### Pushing the Limits: How Paidy Reaches 50% More Customers With the OneSignal App for HubSpot - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/paidy?authuser=0) -  ### Keatext boosts sales success through all-in-one integration and better access to insights - Software & Technology - Canada - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/keatext?authuser=0) -  ### Le Wagon Provides More Targeted Content to Customers Using HubSpot's CAPI Integration - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/le-wagon?authuser=0) -  ### Terrascope Achieves Accelerated Deal Cycles and ARR Growth with HubSpot - Software & Technology - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/terrascope?authuser=0) -  ### Booxi aligns teams across three continents and saves $100k/year with HubSpot - Software & Technology - 25-200 employees - Canada * * * [Read more](https://www.hubspot.com/case-studies/booxi?authuser=0) -  ### Flinks significantly increases SQLs YoY with HubSpot - Software & Technology - 25-200 employees - Canada * * * [Read more](https://www.hubspot.com/case-studies/flinks?authuser=0) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/eventus?authuser=0) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 25-200 employees - Content Hub - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union?authuser=0) -  ### How Bitfocus Makes Sure No Frontline Worker Waits Overnight for an Answer with HubSpot's Customer Agent - Software & Technology - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/bitfocus-customer-agent?authuser=0) -  ### A journey towards operational simplicity and marketing, sales, and customer service efficiency with HubSpot - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/smartpricing?authuser=0) -  ### Pushing the Limits: How Paidy Reaches 50% More Customers With the OneSignal App for HubSpot - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/paidy?authuser=0) -  ### Keatext boosts sales success through all-in-one integration and better access to insights - Software & Technology - Canada - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/keatext?authuser=0) -  ### Le Wagon Provides More Targeted Content to Customers Using HubSpot's CAPI Integration - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/le-wagon?authuser=0) -  ### Terrascope Achieves Accelerated Deal Cycles and ARR Growth with HubSpot - Software & Technology - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/terrascope?authuser=0) -  ### Booxi aligns teams across three continents and saves $100k/year with HubSpot - Software & Technology - 25-200 employees - Canada * * * [Read more](https://www.hubspot.com/case-studies/booxi?authuser=0) -  ### Flinks significantly increases SQLs YoY with HubSpot - Software & Technology - 25-200 employees - Canada * * * [Read more](https://www.hubspot.com/case-studies/flinks?authuser=0) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/eventus?authuser=0) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 25-200 employees - Content Hub - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union?authuser=0) -  ### How Bitfocus Makes Sure No Frontline Worker Waits Overnight for an Answer with HubSpot's Customer Agent - Software & Technology - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/bitfocus-customer-agent?authuser=0) -  ### A journey towards operational simplicity and marketing, sales, and customer service efficiency with HubSpot - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/smartpricing?authuser=0) -  ### Pushing the Limits: How Paidy Reaches 50% More Customers With the OneSignal App for HubSpot - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/paidy?authuser=0) -  ### Keatext boosts sales success through all-in-one integration and better access to insights - Software & Technology - Canada - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/keatext?authuser=0) -  ### Le Wagon Provides More Targeted Content to Customers Using HubSpot's CAPI Integration - Software & Technology - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/le-wagon?authuser=0) [See all case studies](https://www.hubspot.com/case-studies/directory?authuser=0) [Back to top](#) Back Close ## Popular Features - [All Products and Features](https://www.hubspot.com/products?authuser=0) All Products and Features - 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