Community & Engagement Programs
Community & Engagement Programs is a monthly retainer that builds and runs the programs keeping customers and prospects engaged between transactions: webinar series, community spaces, roundtables, and engagement campaigns, with the HubSpot infrastructure that tracks who participates and what that participation leads to.
The problem this solves
Most companies only talk to their audience when they want something: a renewal, an upsell, a launch announcement. Webinars happen ad hoc with no follow-up, the audience is scattered across channels with no gathering place, and none of the engagement that does happen lands in the CRM, so the people who show up repeatedly, the warmest audience the company has, look identical to cold contacts in every report.
How we work
We start by choosing formats that honestly fit your audience and capacity: a recurring webinar series, a community space, customer roundtables, or lighter engagement campaigns. The format matters less than the cadence; a modest program that runs every month beats an ambitious one that runs twice and dies, so we design for a rhythm your organisation can actually sustain.
Then we run it, month over month: planning and producing the sessions or rituals, managing invitations and registration, and keeping the follow-up honest, because an event without a next step is just a calendar entry. Every touchpoint wires into HubSpot: registrations and attendance on the contact record, participation feeding lists and workflows, follow-up journeys triggered by what someone actually did.
Reporting closes the loop: who participates, how engagement concentrates, and how participation relates to pipeline, retention, and expansion, reported honestly as influence rather than dressed up as last-touch attribution.
Deliverables
- Program design: formats, cadence, and a calendar your team can sustain
- Monthly program operations: webinars, community rituals, roundtables
- Registration, attendance, and participation tracked in HubSpot
- Follow-up journeys so engagement leads somewhere
- Engagement reporting tied to pipeline, retention, and expansion influence
What buyers ask before scoping.
Does HubSpot host the community itself?
No. HubSpot does not offer community hosting, so the space itself lives on whatever platform fits your audience, a Slack or Discord space, a dedicated community product, or simply a recurring event series. What we build in HubSpot is the system of record around it: who participates, how often, and what that connects to.
How large an audience do we need for this to be worth running?
Smaller than most people assume. In B2B, a dozen engaged customers in a recurring roundtable produces more retention and expansion signal than a dead forum with hundreds of registered lurkers. Consistency and relevance carry these programs; audience size mostly changes which format we pick.
How do you measure whether the program pays for itself?
Participation is tracked per contact in HubSpot, so we can compare engaged accounts against the rest on pipeline influence, retention, and expansion. We report that as correlation and influence, honestly labelled; anyone promising clean causal attribution on community work is selling something.
Sounds like your situation?
30 minutes, your calendar, no slide deck. We tell you honestly whether this module fits.
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