Session Summary

Derek explains why Marketing Studio was built, how it works in practice and what it means for marketers day to day. It follows the flow of his live demo, from early-stage campaign planning through content creation, collaboration and reporting. These highlight what’s possible today in integrations, external pages, and dependency management, and where the product team is exploring future improvements.

Why HubSpot Built Marketing Studio

Derek begins by introducing Marketing Studio as a new public beta in Marketing Hub and explaining the thinking behind it. HubSpot heard repeatedly from customers that a campaign does not begin the moment you open HubSpot to attach assets to a campaign object. A lot of strategy and planning happens beforehand: defining goals, mapping journeys and deciding which paths customers should take. Historically, much of that work took place in separate tools, documents or whiteboards, only to be recreated later inside HubSpot.

Marketing Studio is designed to change that by giving marketers a place to come into HubSpot much earlier in the process. It is positioned as a new “centre of gravity” where you can plan, create and launch campaigns in one tool. Instead of juggling spreadsheets, planning software and disconnected AI tools, marketers get a single workspace with real-time collaboration, creativity tools and AI-powered speed, all directly connected to their HubSpot assets and reporting.

Planning Campaigns Visually on an Infinite Canvas

At the heart of Marketing Studio is a visual, infinite canvas. Derek opens an existing campaign to show how it can be used to capture a campaign brief, define goals and attach

relevant context. Within the brief, marketers can specify the campaign objective, target audience and key details, and attach supporting assets such as images, documents, kickoff meeting transcripts or Google Docs. This context feeds into both the planning process and the AI features that generate starting points for assets.

On the canvas, marketers can drop in “cards” representing different asset types – emails, landing pages, forms, ads, CTAs, blog posts, case studies and more – as well as sticky notes and connectors. Derek uses an event example to show how a campaign journey can be mapped: emails pointing to a landing page, a form on that page, and the event itself as the final step. Initially, these are just placeholders, which lets teams sketch out the end-to-end flow before any assets exist. Sticky notes can be used to outline week-by-week plans, such as a four-week promotional ramp-up, so that the canvas becomes a flexible space to think and plan in whatever way makes sense for each marketer or team.

Creating Campaign Assets with AI-Powered Workflows

Once a plan is in place, Marketing Studio allows marketers to turn placeholder cards into real assets without leaving the tool. Derek shows how existing assets from the portal can be pulled into the campaign so they appear on the canvas and remain linked for reporting. For new work, marketers can create assets directly from cards in Marketing Studio, including marketing emails (standard or automated), using their usual templates. The experience is similar to creating emails elsewhere in HubSpot, but now anchored in the campaign context.

AI is embedded into these creation workflows. From within Marketing Studio, users can generate content with AI by giving some context and selecting a template, and can also generate images inline. Derek demonstrates this by asking the system to create an email reminding people about an upcoming event using an existing INBOUND template. The AI builds an initial draft, which he saves as a fully fledged email asset in the portal. From there, marketers can refine copy and design as needed, but the heavy lifting of starting from scratch is removed. At the campaign level, AI can also analyse a filled-out brief and proposed brand settings to suggest a set of assets to drop onto the canvas, giving teams a structured starting point rather than a blank page.

Collaboration, Multiple Views and Performance in One Place

Beyond planning and creation, Marketing Studio is built for collaboration and execution. On individual cards, team members can leave comments, @mention colleagues to request reviews or input, and assign ownership of specific assets. Tasks can be added for everything that needs to happen before an email or page goes live – from copy review and image sourcing to approvals – and notes can be dropped anywhere on the canvas to capture context or decisions. This turns the canvas into a shared workspace where the whole team can see what is happening and who is responsible for what.

To support different stages of work, Marketing Studio offers multiple views over the same campaign. The canvas view is ideal for early-stage planning and journey mapping. A board view presents assets in a Kanban-style layout by status, giving managers and teams a quick view of what is in draft, in progress or complete, and helping them reassign work if one person is overloaded. A table view lists all associated assets with familiar columns, similar to the previous campaigns experience. A calendar view lets marketers drag emails and other assets onto specific dates to set due dates and schedule sends, providing a timeline-based way

to ensure content is produced and published on time. Performance metrics, including revenue attribution, influenced contacts, website traffic and asset-level conversion rates, are also available from within Marketing Studio, with key figures surfaced directly on cards once assets are live.