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The TLA Strategy Behind Over 124 New Deals

“At HubSpot DACH, YOYABA has become an integral part of our promotion strategy. Especially when it comes to distributing case studies, live events and, most importantly, webinars – our main driver of deals, pipeline, and ultimately MRR. What makes the collaboration so valuable is not only YOYABA’s strategic and technical expertise in implementing TLAs that generate tangible demand, but also the seamless and highly collaborative way we work together. The team is proactive, responsive, and consistently focused on impact and has effortlessly adapted to our internal communication style and processes. This makes the partnership not only effective and incredibly smooth, but also enjoyable.”

Justin Pohl
Justin Pohl
Marketing Manager / Brand, Awareness & Demand Gen
990+ webinar sign-ups
and 124+ driven deals
Best-performing post
delivered 150 webinar registrations and 25 deals
CPLs as low as $3
and an average under $42

Executive summary

To unlock new lead acquisition channels, HubSpot’s DACH marketing team partnered with YOYABA to test LinkedIn Thought Leader Ads (TLA) for webinar sign-ups. Instead of using TLA for brand awareness, we pushed it toward performance goals—promoting expert-led content through sponsored posts by internal voices, B2B influencers, and event speakers.

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The results: YTD, our combined approach of working with creators and TLAs has helped us generate over 990 leads for high-intent formats like group demos and AI deep dives, with CPLs as low as $3 and an average under $42, which resulted in over 124 deals across six webinars. On average, 37% of HubSpot’s webinar registrants are driven by creator and TLA campaigns.

Challenges

Before partnering with YOYABA, HubSpot DACH had only run small-scale LinkedIn campaigns for webinar promotion. The ads were simple single-image formats with minimal budget and no structured strategy. As a result, performance was limited and learnings were scarce.

Main areas of collaboration

Before partnering with YOYABA, HubSpot DACH had only run small-scale LinkedIn campaigns for webinar promotion. The ads were simple single-image formats with minimal budget and no structured strategy. As a result, performance was limited and learnings were scarce.

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The Results

  • 990+ webinar registrations and 124+ deals to date
  • Best-performing post by sign-ups delivered 150 webinar registrations and converted 25 deals.
  • Best-performing post by CPL delivered leads at $3 each, resulting in 3 deals.
  • Initially planned for six months, the project was extended thanks to strong performance, smooth ops, and clear learnings on what makes TLA work for conversion.
  • This case proves that TLAs can be a powerful demand driver when paired with the right assets, credible voices, and a willingness to test what works.

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“At HubSpot DACH, YOYABA has become an integral part of our promotion strategy. Especially when it comes to distributing case studies, live events and, most importantly, webinars – our main driver of deals, pipeline, and ultimately MRR. What makes the collaboration so valuable is not only YOYABA’s strategic and technical expertise in implementing TLAs that generate tangible demand, but also the seamless and highly collaborative way we work together. The team is proactive, responsive, and consistently focused on impact and has effortlessly adapted to our internal communication style and processes. This makes the partnership not only effective and incredibly smooth, but also enjoyable.”

Justin Pohl
Marketing Manager / Brand, Awareness & Demand Gen
Justin Pohl

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Summary
HubSpot is a leading customer platform that brings marketing, sales, service, and CRM tools together in one system to help businesses grow. Especially popular with scaling companies, it’s a category leader in CRM and marketing automation. In the DACH region, HubSpot is known not just for its software, but for its role in driving education and enablement in the digital space, offering a modern, accessible alternative to traditional enterprise players.
Industry
Customer Relationship Management
Headquarters
Berlin, Germany
Company size
8500+ employees
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