HubSpot Shines the Spotlight on Hidden Data Crisis in New Global Campaign

HubSpot is tackling a problem most companies overlook, which is the fact that the majority of their data goes unused.

The CRM platform has launched a new global campaign with agency Arts & Letters.

It reveals that while businesses rely on only about 20% of their information, the other 80% remains buried.

These could be data from emails, tickets, calls, and even transcripts.

Anchored in the line “All the Data Makes All the Difference,” the campaign wants to establish HubSpot as the solution for turning scattered data into growth.

“Every business leader knows the frustration of missing data, but few realise the scale of the problem,” said Sunil Desai, HubSpot’s SVP of marketing.

"Our new campaign shines a light on that trapped, siloed, and messy data — and shows how HubSpot unifies it all into a single source of truth for marketing, sales, and service teams.

When businesses have all the data, they stop guessing, start growing — and finally make AI and every go-to-market team truly effective."

The initiative rolls out across the U.S., U.K., Australia, France, and Germany, with efforts running through the first quarter of 2026.

Overall, HubSpot wants to be more than a CRM by bringing light to the untapped data that most systems can’t reach. 

It wants users to know that aside from being just a platform, it can also be a growth enabler that helps companies “stop guessing and start growing.”

And this is also exemplified in the theme of the company's recently concluded INBOUND 2025, "Systems That Scale," using new AI-powered tools. 

Bringing the Message to Life

The centerpiece of the campaign is a cinematic anthem spot titled “All Over the Place,” which dramatizes the chaos of scattered data in a playful chase scene.

It starts with a woman getting a notification on her phone, informing her that only 20% of the company's data is being used. 

The woman, together with other people, then heads down to the city to mindlessly look for this trove of data waiting to be utilized. 

Amid the chaos, a HubSpot user remains calm on his laptop, confident knowing he has access to all the data he needs to make his business thrive. 

The spot ends with all the data hunters swarming over the man, as the screen writes: "All the data makes all the difference." 

Shorter product films dig into everyday pain points, such as incomplete prospect records and missing meeting notes, showing how the platform brings clarity to teams.

To amplify the launch, HubSpot also staged an out-of-home takeover of more than 700 boards across San Francisco during INBOUND 2025, with a focus on its bold new design system.

The campaign utilizes broadcast, digital, and experiential channels to show how a modern brand marketing strategy must meet audiences wherever they feel the data problem most acutely.

For Arts & Letters, the creative direction was about visualizing an invisible challenge in a way that was fresh, relatable, and urgent.

The result ties the brand’s identity to simplicity and control at a time when businesses feel overwhelmed by complexity.

Our Take: Is Data the Next Creative Hook?

What I like about this campaign is how it takes messy, siloed data and makes it emotionally resonant to users.

Instead of using abstract charts or jargon, HubSpot chose to dramatize the very chaotic (but real) problems that frustrate teams.

This gives business leaders a story they recognize in their own day-to-day.

If more enterprise tech companies embraced this kind of human storytelling, they might find themselves connecting with broader audiences, not just IT decision-makers.

Personally, I see this as a reminder that even the driest business problems can become powerful narratives.

In other news, Xfinity recently reunited Vince Vaughn and Owen Wilson for its NFL campaign, showing how brands increasingly tap culture to connect with consumers.

CRM is about efficiency and growth. These experts guide leaders in using customer data to fuel loyalty, innovation, and measurable ROI.