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HubSpot

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.

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On average, 37% of HubSpot’s webinar registrants are driven by creator and TLA campaigns – and these campaigns are responsible for 18% of the total gross closed MRR in the DACH region.

“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

The TLA Strategy Behind 124+ New Deals

HubSpot

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.

‍

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 – and these campaigns are responsible for 18% of the total gross closed MRR in the DACH region.

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

Challenge

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.

HubSpot

Main areas of collaboration

To drive high-quality webinar sign-ups at scale, HubSpot DACH and YOYABA developed a performance-focused Thought Leader Ads (TLA) strategy on LinkedIn. Instead of a fixed planning cycle, the team worked in agile sprints, launching, testing, and refining across six campaign phases (webinars) based on live performance data.

1. Campaign Design and Thought Leader Selection

The strategy was built around a modular TLA framework using three types of profiles:

  • Internal HubSpot experts to convey brand authority
  • Webinar speakers to deliver topic relevance
  • External B2B creators to expand reach and build trust

Each campaign aligned messengers with the webinar topic and target persona to create a peer-driven, credible experience. Profile selection was done jointly with a business creator strategist and the HubSpot team.

2. Creative Development & Asset Experimentation

YOYABA managed the full creative process, from briefing external creators to writing LinkedIn posts for internal voices. Each campaign tested different formats (static, carousel, video), tones (personal, educational, value-driven), and styles.

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A key insight emerged early: authentic, personal-style static images consistently drove more leads than other formats. Video, while engaging, underperformed on conversions. This finding helped sharpen future campaigns around what works for lead generation, not just visibility.

3. Paid Execution, Targeting & Optimization

YOYABA handled end-to-end campaign execution on LinkedIn, including setup, targeting, budget management, and performance tracking in the Campaign Manager.

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We used a rolling optimization model: launch quickly, learn fast, and apply insights to the next cycle. Targeting was tailored to each webinar, focusing on German-speaking marketers, sales leads, and GTM decision-makers.

Summary

  • Built a three-pillar framework using internal experts, webinar speakers, and B2B creators
  • Developed and refined creative assets with a lead-gen focus, guided by real-time performance data
  • Fully managed LinkedIn execution including setup, targeting, and ongoing optimization
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HubSpot

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

Creative showcase

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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