01
Move website control closer to marketing
Giving marketers direct control over page updates reduced wait time and made the website more responsive to inventory changes and campaign needs.
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Case Study
ClassPass
A HubSpot case study showing how ClassPass gave marketers direct control of web updates and improved lead conversion from the site.
ReferenceLead GenCMSConversion
Client
ClassPass
Service
Digital Marketing
Timeline
Marketing stack consolidation
Industry
Fitness / Wellness
HubSpot's ClassPass case study is a strong digital-marketing reference because the gain did not come from more traffic alone. It came from faster content control, better alignment between CMS and marketing operations, and fewer handoffs to engineering.
The Challenge
What we were up against
The B2B marketing team needed to update partner counts, messaging, and offer details quickly, but even small site changes were tied to engineering cycles. That slowed campaigns and made testing harder than it needed to be.
Our Approach
How we built it
4 distinct layers, each solving a specific problem on the platform.
02
Unify content and campaign data
Keeping content operations in the same platform as broader marketing activity improved visibility and reduced the failure points that come from juggling disconnected tools.
03
Optimize around lead conversion, not just publishing
The real win was not convenience alone. Faster iteration helped the team improve the site as a conversion asset for partnerships and workplace wellness demand.
04
Measurement and refinement
Once the core experience was in place, the final layer focused on improving clarity, tightening the handoff between content and conversion, and making the system easier to scale over time.
The Results
What it looks like when it works
52%
Increase in lead conversion rate
1
Unified platform for content and marketing
Faster
Update cycles without engineering queues
Clearer
Lead attribution and campaign reporting
ClassPass is a useful marketing reference because it shows how operational speed can become a conversion advantage when content teams stop depending on long engineering backlogs.
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