Introducing Claude Code
See Claude Code in action—from concept to commit in one seamless workflow.
HubSpot reclaims time for creativity with Claude
Industry:
Software
Company size:
Large
Product:
AI Platform
Location:
North America
Up to 40% productivity increase
Across web development and content creation workflows
From 3-5 days to under an hour
Time savings when CSMs used Claude for direct troubleshooting of customer escalation workflows
The problem
Introducing Claude Code
See Claude Code in action—from concept to commit in one seamless workflow.
Introducing Claude Code
See Claude Code in action—from concept to commit in one seamless workflow.
The solution
Introducing Claude Opus 4.6
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We’re upgrading our smartest model. The new Claude Opus 4.6 improves on its predecessor’s coding skills. It plans more carefully, sustains agentic tasks for longer, and features a 1M token context window.
Introducing Claude Opus 4.6
We’re upgrading our smartest model. The new Claude Opus 4.6 improves on its predecessor’s coding skills. It plans more carefully, sustains agentic tasks for longer, and features a 1M token context window.
Introducing Claude Opus 4.6
We’re upgrading our smartest model. The new Claude Opus 4.6 improves on its predecessor’s coding skills. It plans more carefully, sustains agentic tasks for longer, and features a 1M token context window.
"One of the things we love about Claude is that it has really good taste, and marketing's all about taste."
Chief Marketing Officer, HubSpot
HubSpot is an agentic customer platform that helps marketing, sales, and customer service teams drive growth. The company serves hundreds of thousands of customers worldwide, from startups to enterprise organizations, with tools designed to unify customer context to make growth easier and faster.
With Claude, HubSpot:
- Achieved up to 40% productivity increases across web development and content creation workflows
- Reduced complex technical troubleshooting from 3-5 days to under an hour
- Accelerated developer onboarding, enabling new engineers to ship to production faster
- Built hundreds of Claude projects across teams to centralize context and best practices
- Shifted customer success conversations from product-focused to business outcome-focused
The problem
HubSpot's teams faced a common challenge across the organization: too much manual work competing for too little time. Engineers spent significant hours on migrations and maintenance tasks—work that was necessary but didn't directly add customer value. Marketing teams created endless content assets while struggling to maintain consistent context across campaigns. Customer success managers wanted to provide personalized guidance but couldn't scale beyond their highest-priority accounts.
"I could be the best CSM and give the best strategic guidance, but without that handholding or accountability, I never saw the follow through," said Sarah Caruthers, Senior Customer Success Manager at HubSpot. "It would take me an hour, maybe even more, to create personalized content for a customer. I had to reserve that personalization for key customers rather than applying it to my full book of business."
On the engineering side, the challenge was navigating HubSpot's distributed codebase—thousands of services interacting with each other daily. When teams needed to tackle large-scale migrations or understand unfamiliar code, the learning curve slowed everything down.
Choosing Claude for integration and intelligence
After evaluating multiple AI tools, HubSpot identified Claude as one of the preferred solutions in their AI tech stack. For engineering, Claude Code's MCP support was decisive—it allowed the team to connect Claude directly to HubSpot's existing services and internal systems.
"When Claude Code came out with Model Context Protocol (MCP) first-class citizen support, we were excited to give it a go," said Francesco Signoretti, Engineering Lead on HubSpot's Developer Experience AI team. "It did a superior job compared to some of the other tools we were developing or trying when it comes to solving real problems that HubSpotters were tasked with on a day-to-day basis."
The team ran internal benchmarks using a battery of engineering tasks from real HubSpot work. Claude consistently required the least human intervention to reach finished solutions. Signoretti noted a particular improvement with Claude Sonnet 4.5: "I've seen Claude Sonnet 4.5 asking for four pieces of information at the same time, whereas Claude Sonnet 4 was more sequential in the way it asked for information," Signoretti said. "That allowed us to speed up the development process even further."
For marketing and customer success, Claude projects were the catalyst for adoption. "Once somebody's done the hard work of finding the right context and creating a project with strong instructions, it just starts getting used and adopted," said Kipp Bodnar, Chief Marketing Officer at HubSpot. "Those projects covered the tangential use cases that other teams needed."
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The outcome: HubSpot uses Claude across engineering, marketing, and customer success
Claude now supports multiple teams across HubSpot's organization. Engineering uses Claude Code for development work, connecting it to HubSpot's infrastructure through MCP. Marketing relies on Claude projects and artifacts to centralize campaign context and create content faster. Customer success managers use Claude to prepare for customer conversations and generate personalized follow-ups.
"One of the things we love about Claude is that it has really good taste, and marketing's all about taste," said Bodnar. "The Claude models have always been very strong at writing, whether it be writing code or writing prose."
The impact is measurable across departments. Marketing reports a 40% productivity increase across web development and content creation workflows, thanks in part to the use of Claude. Customer success managers who once spent hours crafting personalized follow-ups now generate them in minutes, freeing time for deeper strategic conversations.
"Claude gives me the support and time to be a more strategic partner for my customers," Caruthers says. "As a result, they're now telling me our conversations are more meaningful than ever."
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For engineering, the changes run equally deep. During HubSpot's 2025 rebranding, teams used Claude Code to accelerate a frontend migration that would have otherwise required months of manual work. New engineers now ship meaningful code to production faster than ever. "An intern recently joined my team and they've shipped updates to production much quicker compared to when I joined HubSpot four years ago," said Signoretti.
Looking ahead, HubSpot sees Claude models as fundamental to how businesses will operate. The company's internal success with Claude demonstrates the transformative potential for businesses everywhere. "Claude can be a huge support to those who need it, from small business owners to growing organizations and beyond." said Caruthers.
For engineers, the shift is about more than productivity. "Claude Code has helped me become a better engineer," said Signoretti. "As AI continues to evolve, I expect my role to become more and more creative—unlocking a lot of time for system design, as well as understanding the ideal user workflow that we want to develop."
*Quoted statistics are based on HubSpot's internal analysis of select customer implementations within specific departments through 2025. Metrics are illustrative only; results vary by configuration, usage, and context.
Introducing Claude Code
See Claude Code in action—from concept to commit in one seamless workflow.
Introducing Claude Code
See Claude Code in action—from concept to commit in one seamless workflow.
Video caption
Introducing Claude Code
See Claude Code in action—from concept to commit in one seamless workflow.
Introducing Claude Opus 4.6
We’re upgrading our smartest model. The new Claude Opus 4.6 improves on its predecessor’s coding skills. It plans more carefully, sustains agentic tasks for longer, and features a 1M token context window.
Introducing Claude Opus 4.6
We’re upgrading our smartest model. The new Claude Opus 4.6 improves on its predecessor’s coding skills. It plans more carefully, sustains agentic tasks for longer, and features a 1M token context window.
Video caption
Introducing Claude Opus 4.6
We’re upgrading our smartest model. The new Claude Opus 4.6 improves on its predecessor’s coding skills. It plans more carefully, sustains agentic tasks for longer, and features a 1M token context window.
"One of the things we love about Claude is that it has really good taste, and marketing's all about taste."
Chief Marketing Officer, HubSpot
Video caption