HubSpot expands media reach with Starter Story acquisition
HubSpot’s Starter Story acquisition grows its YouTube network and deepens its content-driven demand generation.
HubSpot has acquired Starter Story, a creator-led entrepreneurship content platform, as part of its ongoing push to build a media engine around its CRM and marketing automation business. The deal, announced by HubSpot Media, brings Starter Story’s founder Pat Walls, COO Sam Walls, and producer Gus Tiffer into HubSpot’s in-house media team. Financial terms were not disclosed.
Starter Story, launched in 2017, has built a significant following among founders and entrepreneurs, with over 800,000 YouTube subscribers, a 275,000-strong newsletter, and a total audience of 1.6 million across platforms. The acquisition adds to HubSpot’s growing portfolio of media properties, which already includes The Hustle, My First Million, and Trends.
Short on time?
Here’s a quick look at what’s inside:
- What’s the deal between HubSpot and Starter Story?
- Why is HubSpot betting on creator-led media?
- What does this mean for marketers?
What’s the deal between HubSpot and Starter Story?
HubSpot Media’s acquisition of Starter Story is a move to strengthen its content-driven demand generation strategy. Starter Story is known for its in-depth case studies, revenue breakdowns, and tactical growth insights aimed at entrepreneurs and SMB founders. With this addition, HubSpot’s YouTube network now reaches a combined 2.9 million subscribers, surpassing the YouTube presence of Morning Brew and more than doubling Salesforce’s, according to HubSpot.
The Starter Story team will join HubSpot Media, integrating with existing properties like The Hustle (business and tech newsletter), My First Million (entrepreneurship podcast), and Trends (research and insights community). This consolidation is designed to attract founders and growth leaders early in their journey, building trust and introducing them to HubSpot’s suite of marketing, sales, and CRM tools.
ContentGrip Staff
Why is HubSpot betting on creator-led media?
HubSpot’s strategy reflects a broader shift in B2B media, where brands are moving from traditional gated content to creator-led storytelling, especially on platforms like YouTube. Instead of relying solely on paid media to reach potential customers, HubSpot is investing in owned media properties that generate ongoing audience engagement.
Starter Story’s focus on real-world entrepreneurial journeys and actionable advice aligns closely with HubSpot’s core customer base of SMBs and startups. By owning media channels that founders already trust, HubSpot aims to manufacture demand and nurture leads directly within its ecosystem.
This approach mirrors trends across the industry, with publishers and B2B brands increasingly partnering with or acquiring creator-led platforms to capture attention where audiences spend their time—on video and podcast platforms rather than traditional websites.
What does this mean for marketers?
For marketers, HubSpot’s acquisition of Starter Story signals the growing importance of content-driven demand generation and the blurring line between software vendors and media companies. Marketers targeting founders, operators, and growth leaders should note:
- Audience building is a strategic asset: Owning trusted media properties can drive qualified leads and build long-term brand equity.
- Video-first content is gaining ground: B2B audiences are consuming more video and podcast content, making these channels critical for engagement.
- Content and product integration: Marketers can expect tighter integration between educational content and HubSpot’s CRM and marketing tools, offering new ways to attract and convert leads.
As the B2B landscape evolves, marketers should consider how owned media and creator partnerships can support their own demand generation strategies.
