HubSpot is doubling down on its media strategy.
On Monday, HubSpot Media, the in-house media arm of the CRM and marketing automation company, acquired creator-led entrepreneurship brand Starter Story. Financial terms were not disclosed.
Starter Story, founded in 2017 by software engineer Pat Walls, has quietly become a video-first powerhouse in the founder economy. The brand boasts more than 800,000 YouTube subscribers, a 275,000-person newsletter and a total audience of roughly 1.6 million across platforms.
Walls, along with COO Sam Walls and producer Gus Tiffer, will join HubSpot Media as part of the deal. That team now plugs into a growing portfolio that already includes The Hustle, the business and tech newsletter acquired in 2021; My First Million, the entrepreneurship podcast hosted by Sam Parr and Shaan Puri; and Trends, a premium research and insights community for entrepreneurs and operators.
A bigger bet on YouTube
With Starter Story in the fold, HubSpot’s YouTube network will reach a combined 2.9 million subscribers. That footprint now surpasses Morning Brew’s YouTube presence and more than doubles Salesforce’s, per HubSpot.
For a B2B software company, that’s not a side project. That’s a demand generation engine.
HubSpot has been explicit about its belief that media can drive customers into its core software ecosystem. Instead of renting attention through paid media, it is increasingly owning attention through content properties that attract founders, operators and growth leaders early in their journey.
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Starter Story fits neatly into that thesis. Its content focuses on real entrepreneurial case studies, revenue breakdowns and tactical growth insights. That audience overlaps almost perfectly with HubSpot’s core SMB and startup customer base.
The play is not subtle. Attract founders with compelling stories and actionable advice. Build trust. Then introduce them to tools that help scale what they are building.
Media as top-of-funnel infrastructure
The acquisition also reflects a broader shift in the media industry.
Publishers from Vox Media to ESPN have struck deals with YouTube creators, while newer media startups are building video-first brands instead of traditional websites. Podcasts and short-form video continue to pull a growing share of consumer attention, and B2B audiences are no exception.
HubSpot appears to be betting that the future of B2B media looks less like gated PDFs and more like creator-led storytelling on YouTube.
For marketers, the takeaway is clear. The line between media company and software vendor is blurring. If your brand can consistently generate audience and trust at scale, you do not just buy demand. You manufacture it.
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