HubSpot chooses Arrows to power its global customer onboarding program

HubSpot has selected Arrows to power customer onboarding across its global operations. Following a pilot program that delivered a 30% faster time to value, HubSpot accelerated its rollout timeline and deployed Arrows across all offices and regions worldwide.

Why onboarding at scale needed to change

Onboarding is one of the most important moments in the customer lifecycle. For HubSpot, which supports customers across more than 120 countries with 9,000 employees, that challenge is magnified. Each onboarding specialist manages around 30 customers at a time. Before Arrows, they were stretched thin by manual work, scattered tools, and a lack of visibility into customer progress.

The process often meant 25–30 minutes of administrative work per customer per week. Specialists pieced together Post-it notes, spreadsheets, and Word docs while chasing customers for updates. Inconsistent use of an internal tool meant onboarding experiences varied depending on which specialist customers worked with. The administrative load was heavy, and the customer experience suffered.

“Some days you would end work full of anxiety just trying to remember what was next and who needed what,” recalled Trent Hope, Services Consultant at HubSpot.

A pilot program that delivered immediate results

HubSpot partnered with Arrows to bring consistency and visibility to onboarding. Arrows provided a centralized source of truth for both specialists and customers, while automating reminders and weekly follow-ups that previously consumed hours of manual effort.

The results from the pilot were clear:

→ 30% faster time to value for customers

→ 7% increase in activation rates during onboarding

→ 15 hours per week saved per onboarding specialist

“A 30% increase in the time to value for customers, and a 7% increase in the number of customers who get to value is just so meaningful. It’s something that compounds into your customer base. For years to come, we’ll see those customers continue to be more successful with HubSpot.”
— Jon Dick, Chief Customer Success Officer at HubSpot

The pilot was originally planned to run for a full year, but HubSpot leadership chose to cut it short. Strong results prompted a global rollout months ahead of schedule.

“Once we saw how well it was going, we made the decision to roll it out to our whole global team much sooner than waiting for the full year,” said Cate McCaffery, Senior Manager on HubSpot’s Customer Success team.

Global deployment across six languages

Today, every HubSpot region uses Arrows to guide customers through onboarding. The rollout spans English, German, Spanish, French, Dutch, and Japanese, ensuring customers receive a consistent experience regardless of geography.

For HubSpot, standardization was critical. “One of the things we believe at HubSpot is that speed is a moat. Speed is an advantage for businesses in the age of AI because you have to be able to move at what we call AI speed,” explained Dick. “And we just believe deeply that time to value matters for our customers.”

Specialists freed to focus on customers

Efficiency gains have also allowed specialists to shift their time from mechanical task management to customer strategy.

“It was literally going through a checklist before,” said Hope. “And now we can actually sit with the customer and really align to their goals.”

By reducing administrative work, Arrows has helped HubSpot onboarding specialists do what they do best: build relationships and guide customers toward success.

“Customers say that they have never had such a good experience with onboarding. And they wish that every other software company did what we did.”
— Trent Hope, Services Consultant at HubSpot

Why onboarding matters

The first year of a customer’s journey is often decisive. A poor experience can set customers back for years, while a strong start compounds into long-term growth and satisfaction.

“One thing that became blindingly obvious is that the first year of a customer’s journey with HubSpot, but really any software, is just so pivotal. It’s make or break,” said Dick. “The results are dramatically different if they have a great first-year experience than if they have a bad first-year experience.”

By adopting Arrows globally, HubSpot is making onboarding outcomes predictable, scalable, and directly tied to customer success.

Read the full case study

The HubSpot and Arrows partnership shows how the right tools can unlock scale, reduce manual work, and deliver better outcomes for both teams and customers.

👉 Read the full HubSpot case study to see more details about the rollout and results.