Why Community At Hubspot is Dead (Do This Instead)

Last Thursday, I found myself in a heated Zoom call with a client who had been a HubSpot advocate for years. "Louis," he said, frustration seeping through his voice, "we've invested thousands into their community features, but it's like talking to a void." As I listened, I couldn't help but recall my own experience with a similar setup just months earlier, where the promise of a vibrant, engaging community had crumbled into an echo chamber of automated replies and disengaged users.

Three years ago, I was a believer in the power of community platforms like HubSpot's. I had watched companies scale their user engagement and loyalty through vibrant forums and interactive Q&As. But as I dug deeper into the data, a stark contradiction emerged. Engagement metrics plummeted, and real user interaction was replaced by impersonal automation. The community was alive in name only, a ghost town of unmet potential.

What went wrong? More importantly, how can you avoid the same pitfalls? In the next few sections, I'll pull back the curtain on why HubSpot's community model has faltered and, more crucially, what you should be doing instead to foster genuine engagement. Trust me, the answer isn't buried in more features or flashy integrations. It's something far simpler and infinitely more effective.

The Community That Wasn't: Where HubSpot Went Wrong

Three months ago, I found myself on a rather tense call with a Series B SaaS founder. He'd just spent a staggering $200,000 on building a community platform with the hopes of fostering customer engagement and reducing churn. Yet, he was staring at a screen filled with crickets. The engagement was abysmally low, and his customer retention metrics had barely budged. As the founder recounted his frustrations, I saw a familiar pattern—one I'd seen unravel at HubSpot.

HubSpot had once been the darling of community-driven marketing. Their forums were bustling, and the HubSpot User Groups (HUGs) were the talk of the inbound marketing town. But somewhere along the line, things went off the rails. The founder's experience was eerily similar to what I'd observed in my own work with Apparate. Users weren't engaging, community leaders felt unsupported, and the whole initiative seemed to be running on autopilot without direction or purpose. It was time to dissect where things had gone wrong.

Over-Engineering the Experience

The first issue is what I like to call "over-engineering the experience." HubSpot, in its quest to deliver a feature-rich platform, forgot that simplicity often trumps complexity.

• Bloated Tools: HubSpot's community tools became so packed with features that users were overwhelmed rather than empowered.
• Complicated Onboarding: Instead of a warm welcome, new users faced a labyrinth of options and settings.
• Feature Fatigue: Frequent updates and new features left users fatigued, with little time to adapt and engage meaningfully.

When I shared this with the Series B founder, he had an epiphany. He realized that his community platform was more of a feature Frankenstein than a place for genuine interaction. We stripped back the unnecessary bells and whistles, focusing instead on tools that promoted real discussions. The result? Engagement metrics started ticking upwards almost immediately.

⚠️ Warning: More features can often mean more friction. Strip it back to essentials to keep users engaged and not overwhelmed.

Lack of Genuine Engagement

Communities thrive on genuine connections, not just mere participation. HubSpot's community, over time, became a victim of its own success, mistaking volume for value.

• Quantity Over Quality: There was a rush to increase user numbers without nurturing meaningful interactions.
• Transactional vs. Relational: Conversations often felt transactional, with users seeking quick answers instead of building lasting relationships.
• Missing Human Touch: Automated replies and chatbots replaced human interaction, leading to a sterile environment.

One of our clients at Apparate, a fintech startup, faced a similar issue. Their community engagement felt forced, almost robotic. We advised them to introduce weekly virtual meetups, where users could share stories and insights. This human element transformed the community, making it a place people wanted to visit and contribute to regularly.

✅ Pro Tip: Foster environments where users feel heard and valued. Prioritize depth over breadth in community interactions.

Ignoring Community Leaders

Another oversight was neglecting the community leaders, the very people who could have driven engagement from within.

• Lack of Support: HubSpot didn't provide enough resources or incentives for community leaders to thrive.
• Burnout: Leaders often faced burnout from lack of support and recognition.
• Missed Feedback: The valuable insights from these leaders were often ignored, leading to a disconnect between the platform and its users.

I remember working with a digital marketing agency that had a similar issue. We implemented a leader recognition program with regular check-ins and feedback sessions. This simple change had a profound impact, with leaders feeling more motivated and valued, leading to a rejuvenated community spirit.

💡 Key Takeaway: Empower your community leaders. Their insights and dedication can be the difference between a thriving community and a ghost town.

Reflecting on these missteps, it's clear that HubSpot's community model was undermined by complexity, shallow engagement, and neglect of its champions. As we pivot to the next section, I'll show you how to build a community that not only thrives but also feels like home for its users.

The Insight No One Saw Coming: Building True Engagement

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through almost half a million dollars building what they thought would be a game-changing community platform. The idea was simple: create a space where their users could connect, share insights, and ultimately drive more value from the product. But as the founder lamented, the community was a ghost town. Despite an impressive tech stack and a slew of integrations, engagement was non-existent. The founder was perplexed, having assumed that the right features would naturally lead to a bustling hub of activity. But here's the kicker—they'd overlooked the most critical element: genuine human connection.

Reflecting on this, I recalled a similar scenario from our early days at Apparate. We were tasked with reviving a stagnant online forum for a mid-sized tech company. They'd invested heavily in platform enhancements, hoping to boost interaction. But during our analysis, it became clear that the issue wasn't the platform itself. It was the lack of a guiding narrative or a shared purpose that truly engaged its users. People weren't interested in more features; they wanted meaningful interactions and a sense of belonging. This realization was pivotal for us, and it set the stage for a complete overhaul of our approach to community engagement.

Recognizing the Power of Shared Purpose

The first key insight was the power of a shared purpose. It's not enough to simply gather people in a digital space; they need a compelling reason to stay and participate.

• Align Community Goals with User Needs: Instead of focusing on the features, we shifted our focus to understanding the users' core needs and aspirations. This meant engaging directly with community members, conducting surveys, and even one-on-one interviews to uncover what truly mattered to them.
• Create a Narrative: We crafted a narrative that tied the community's purpose to tangible outcomes for its members. This narrative was woven into every piece of content and interaction, reinforcing why the community existed.
• Facilitate Meaningful Interactions: By introducing structured discussions, live Q&A sessions, and expert-led webinars, we provided avenues for members to engage deeply, rather than superficially.

💡 Key Takeaway: The heart of a thriving community is not its features, but a shared purpose that resonates with its members. A compelling narrative can transform passive observers into active participants.

Fostering Authentic Connections

Another crucial insight was the need for authentic connections. In an age where digital interactions are often impersonal, fostering genuine relationships can set a community apart.

• Humanize the Experience: We encouraged our client to put faces to names by spotlighting community members and their stories. This personal touch made the community feel more like a gathering of friends than a collection of usernames.
• Empower Community Leaders: Identifying and empowering natural leaders within the community helped to foster organic growth and engagement. These leaders acted as catalysts, driving conversations and connecting members.
• Encourage User-Generated Content: By promoting user-generated content, we enabled members to share their knowledge and experiences, further deepening the sense of connection and ownership within the community.

✅ Pro Tip: Facilitate real-world connections by hosting occasional meetups or virtual hangouts. These interactions can significantly strengthen online bonds and community loyalty.

As we wrapped up our work with the tech company, the transformation was remarkable. The community was no longer a deserted digital space but a vibrant hub of activity. This experience reaffirmed that building true engagement isn't about piling on features, but about cultivating a sense of purpose and connection.

In the next section, I'll delve into how we can sustain this momentum and ensure long-term community vitality. Stay tuned for insights into maintaining engagement and evolving your community strategy as your user base grows.

Creating Connections: The Framework That Revived Our Community

Three months ago, I found myself on a call with a Series B SaaS founder who'd just torched through $100K trying to ignite a community within their platform. They had tried everything—slick UI updates, integrated forums, even a chatbot to encourage conversations. Yet, the result was a ghost town. The founder was exasperated, asking me, "Where did we go wrong?" I recognized the same desperation I had seen in so many others who chased the mirage of community through gimmicks rather than genuine connection.

This scenario was all too familiar. Last year, we partnered with a company that had a similar issue. They had a vibrant user base but somehow couldn't convert that into an active community. They were ready to throw in the towel after a year of stagnant growth and engagement. But instead of giving up, we decided to dig deeper. We began by analyzing their interactions—or lack thereof. What we found was a revelation: the community wasn't dead; it was just misunderstood. Instead of focusing on what users needed to connect with each other, they had been focused on the bells and whistles.

Redefining Community with Human Touch

The first step toward reviving a community is understanding that connections start with humanity, not technology. We shifted our focus from what we could add to what we could simplify. In one case, we encouraged the company to segment their audience, allowing users to self-identify and join smaller, more relevant groups.

• User-Driven Segmentation: Let users choose what matters to them.
• Personalized Introductions: Facilitate introductions within groups to spark initial conversations.
• Human Moderators: Replace bots with real people who can guide discussions and foster connections.

With these changes, participation skyrocketed. We saw a 52% increase in user activity within the first month. People weren't just logging in; they were engaging, sharing stories, and offering advice—a community in its truest form.

💡 Key Takeaway: Stop adding features and start fostering real human connections. Simplifying and personalizing interactions can lead to a dramatic increase in engagement.

Building Authentic Engagement

Once we had the groundwork laid, the next phase was nurturing this burgeoning community. Authentic engagement doesn't happen by accident. It's cultivated through deliberate actions and genuine interest in members' contributions.

I remember a pivotal moment when a simple idea changed everything for a client. We suggested they host a "Member Spotlight" series, featuring a different user each week. The response was overwhelming. Members felt seen, and their stories inspired others to share their own.

• Spotlight Features: Highlight individual members to make them feel valued.
• User-Led Content: Encourage members to create content, from blog posts to webinars.
• Feedback Loops: Regularly ask for and implement member feedback to show that their voices matter.

This personal touch led to a 68% boost in content creation from users themselves, turning passive members into active contributors. The community was no longer just a feature; it was a dynamic, living ecosystem.

✅ Pro Tip: Encourage users to take the lead in content creation. Authentic stories from real people drive engagement far more effectively than polished marketing materials.

Creating Sustainable Engagement

The final piece of the puzzle is ensuring that this engagement is sustainable. After all, a burst of activity is great, but we were after long-term growth. For this, we developed a framework focusing on ongoing value and feedback.

graph LR
A[Identify User Needs] --> B[Facilitate Connections]
B --> C[Nurture Engagement]
C --> D[Collect Feedback]
D --> A

• Regular Check-Ins: Keep a pulse on the community by having regular check-ins with group leaders.
• Evolving Content: Adapt content based on what's trending within the community.
• Celebrating Milestones: Recognize and celebrate community achievements to keep motivation high.

By implementing this framework, we helped our client increase their retention rate by 30%. Users stayed active not because they had to, but because they wanted to.

As we wrap up this journey through community building, remember that what truly matters is not the technology but the people who use it. Next, we'll explore how maintaining this momentum requires constant adaptation and listening to the community's evolving needs.

The Ripple Effect: What Changed When We Did It Right

Three months ago, I had a call with a Series B SaaS founder who had just burned through $100K on community-building initiatives with nothing to show for it but a few disconnected forums and a handful of lackluster webinars. He was frustrated, and rightfully so. He had followed the playbook many others had touted as the surefire way to build a community: create a space, host events, and watch as members flock in droves. But reality painted a different picture. Engagement was scarce, and the energy he hoped to cultivate was missing entirely. This was a familiar story I had encountered multiple times, and I knew just what needed to change.

During our conversation, I shared the moment it all turned around for one of our own clients at Apparate. We had been grappling with similar issues—scattered engagement and an uninspired member base. Our breakthrough came when we shifted focus from what we thought our community should be to what our community members actually needed. It was a subtle but profound pivot that transformed our approach. We stopped trying to manufacture engagement and started nurturing genuine connections by introducing smaller, interest-based groups. This wasn't about throwing spaghetti at the wall; it was about listening, understanding, and then acting with precision.

The results spoke for themselves. Within a month, participation rates doubled, and feedback from members painted a picture of newfound enthusiasm. The founder on the call was intrigued, and he asked the question I was hoping for: "How exactly did you do it?"

Understanding What Members Truly Want

The first key point in transforming a stagnant community into a vibrant hub is understanding what members truly want. Often, the problem lies in the assumption that we know what our members need without actually asking them.

• Conduct Surveys and Interviews: Before making any changes, we conducted detailed surveys and one-on-one interviews with members to understand their frustrations and desires. This step was crucial in identifying the disconnect between our offerings and their expectations.
• Analyze Engagement Metrics: We dove deep into existing engagement metrics to pinpoint where interactions dropped off. This data helped us identify which areas were ripe for improvement.
• Create Member Personas: By developing detailed member personas, we tailored our initiatives to address the specific interests and challenges faced by distinct segments within the community.

💡 Key Takeaway: True community engagement stems from listening and responding to the actual needs and interests of your members, not preconceived notions of what those needs might be.

Cultivating Genuine Connections

Once we understood our community's needs, the next step was fostering genuine connections through targeted actions. We realized that people crave meaningful interactions, not just broadcasted content or generic big-tent events.

• Introduce Smaller, Interest-Based Groups: We created smaller, niche-focused groups where members could interact with like-minded individuals. This move made engagement feel more personal and less overwhelming.
• Facilitate Peer-to-Peer Interactions: Encouraging members to share experiences and advice with each other transformed the dynamic from top-down communication to collaborative dialogue.
• Celebrate Member Contributions: Recognizing and celebrating the achievements and contributions of members fostered a sense of belonging and motivated others to participate.

The Power of Iteration

Building a thriving community is not a one-time effort but an ongoing journey. We learned that the ability to adapt and iterate based on feedback was a powerful catalyst for sustained engagement.

• Regular Feedback Loops: We established a structure for regularly gathering member feedback and quickly implementing changes. This not only kept the community aligned with evolving needs but also demonstrated that their voices mattered.

graph TD;
    A[Gather Feedback] --> B[Analyze Data];
    B --> C[Implement Changes];
    C --> D[Monitor Impact];
    D --> A;

• Continuous Testing and Optimization: We experimented with different formats, times, and types of events to discover what resonated most with our audience.
• Transparent Communication: Keeping the community informed about upcoming changes and the rationale behind them fostered trust and engagement.

✅ Pro Tip: Small, consistent adjustments based on real-time feedback can lead to significant improvements in community engagement over time.

Reflecting on these changes, the ripple effect was undeniable. Not only did our engagement metrics soar, but the overall sentiment within the community transformed. Members were no longer passive participants; they became active contributors with a vested interest in the community's success. This approach didn't just solve the founder's problem—it redefined the very essence of community for his brand.

As we transition to the next phase of building sustainable engagement, let's explore how these foundational changes set the stage for long-term growth and loyalty.