How to Build a Communication Plan Using Hubspot-Style Frameworks

A structured communication plan inspired by Hubspot best practices helps you share the right message, with the right people, at the right time. In this guide, you will learn a simple, step-by-step method to create a clear, repeatable plan you can use for campaigns, projects, and company-wide initiatives.

This article is based on the communication planning framework described in the original Hubspot blog post and turns it into a practical how-to you can follow immediately.

What Is a Communication Plan?

A communication plan is a documented strategy for how you will deliver information to key stakeholders. It ensures everyone receives consistent, timely messages, and it reduces confusion during campaigns, launches, or organizational changes.

Typically, a communication plan outlines:

Who needs to know what
Why the information matters
When each message should be sent
Which channels you will use
Who is responsible for sending and approving messages

By mapping these details in advance, you avoid last-minute scrambling and keep everyone aligned on goals and expectations.

Why Use a Hubspot-Style Communication Framework?

The Hubspot communication framework emphasizes clarity, alignment, and measurement. It is designed to be simple enough to use for a single campaign but robust enough to scale across teams and departments.

Adopting a Hubspot-style approach gives you:

A repeatable template for every project
Stakeholder-focused messaging, not just channel-focused tactics
Built-in measurement and feedback loops
A shared language that marketing, sales, and operations teams can all follow

Rather than sending ad-hoc messages, you plan communication as a strategic asset that supports business goals.

Core Components of a Hubspot Communication Plan

Before you build your own plan, it helps to understand the key components that Hubspot recommends including. These elements form the structure for your document or spreadsheet.

1. Purpose and Objectives

Start by defining why your communication plan exists. Tie it to specific, measurable objectives.

Examples of objectives include:

Increase product launch awareness among customers by 40%
Improve internal adoption of a new tool to 80% within three months
Reduce support tickets related to a policy change by 25%

Clear objectives ensure every message is aligned to a business outcome, which mirrors how Hubspot organizes campaigns around concrete goals.

2. Target Audiences and Stakeholders

Next, list every audience that will receive communication. Segment them clearly, as Hubspot recommends for effective targeting.

Common audience groups:

Internal: executives, managers, front-line employees, project teams
External: customers, prospects, partners, vendors, media

For each segment, capture:

What they care about most
What decisions or actions you want them to take
What information they already have and what is missing

3. Key Messages

Hubspot emphasizes consistent, audience-specific messaging. Define a few core messages that you will adapt to each stakeholder group.

Each key message should answer:

What is happening?
Why is it happening now?
How does this affect the audience?
What action, if any, is required?

Document these in short, clear sentences so that everyone who communicates on behalf of your project is aligned.

4. Channels and Formats

A Hubspot-style communication plan is channel-agnostic at first, then matched to the best tactics. After clarifying messages and audiences, choose your channels:

Email newsletters or one-off updates
Internal chat tools or intranet posts
Blog posts and landing pages
Social media posts
Webinars, meetings, or live events

For each channel, define the format. For example, a short FAQ in an email, a long-form blog post, or a visual slide deck for leadership.

5. Timeline and Cadence

Next, create a schedule. The Hubspot article recommends mapping communication to project milestones, not just dates on a calendar.

Include:

Key dates and milestones
When each audience will first be informed
Follow-up reminders or status updates
Any dependencies, such as approvals or asset creation

6. Roles and Responsibilities

A strong Hubspot communication plan clearly states who owns each action. Define:

Message owners and writers
Approvers (legal, HR, leadership, or brand)
Senders (for example, manager vs. CEO)
Analysts who will track performance

Documenting roles reduces delays and confusion when it is time to execute.

7. Measurement and Feedback

Finally, decide how you will measure success, in the same spirit that Hubspot tracks marketing outcomes.

Typical metrics include:

Email open and click rates
Attendance or registration for events
Page views and time on page for content
Survey responses and sentiment
Operational metrics (for example, completion rates, support volume)

Include a space in your plan for qualitative feedback so you can refine future communication.

Step-by-Step: Creating Your Hubspot-Inspired Communication Plan

Use the steps below as a practical checklist to build your own plan from scratch. You can create it in a spreadsheet, document, or project management tool.

Step 1: Define the Initiative and Scope

Write a one-sentence summary of the initiative.
Clarify what is in scope and what is not.
Attach or link any background documents or briefs.

This mirrors the way Hubspot recommends anchoring campaigns in a clear, shared understanding of the project.

Step 2: Set Communication Objectives

List 2–4 measurable objectives.
Align each objective with a broader business or project goal.
Decide how you will measure each objective.

Keep your objectives concise and realistic, so you can report on them later.

Step 3: Map Stakeholders and Audiences

Identify every group affected by the initiative.
Group similar stakeholders into audience segments.
Document their needs, concerns, and preferred channels.

Following the audience-centric perspective used in Hubspot content ensures your messages stay relevant.

Step 4: Draft Key Messages

Write one primary message that applies across all audiences.
Create tailored versions for each segment.
Highlight the benefits, not just the features or details.

Check that each message is simple, jargon-free, and action-oriented.

Step 5: Choose Channels and Tactics

List all potential channels available to you.
Match each audience segment to 1–3 primary channels.
Decide the specific content format for each channel.

Use a mix of written, verbal, and visual formats where appropriate to reflect the multi-channel approach common in Hubspot campaigns.

Step 6: Build the Timeline

Plot major milestones on a calendar.
Work backward to determine when each message must be sent.
Include reminders, countdowns, and follow-up messages.

Ensure that high-impact stakeholders hear about important updates early and receive more context than the general audience.

Step 7: Assign Owners and Approvers

For each message, define a writer and a sender.
Specify who must approve the content.
Clarify deadlines for drafting and approval.

This prevents bottlenecks when you are ready to execute, following the organized process recommended in the Hubspot blog.

Step 8: Plan for Measurement and Iteration

Set targets for your key metrics.
Decide how often you will review results.
Create a simple feedback process for stakeholders.

Use what you learn to improve the next iteration of your communication plan.

Using Templates and Tools Based on Hubspot Guidance

To speed up the process, you can adapt templates and worksheets inspired by the original Hubspot communication plan article found at this Hubspot resource. Customize the structure to match your organization, but keep the same core elements: objectives, audiences, messages, channels, timing, and measurement.

If you need help operationalizing your plan or integrating it into your broader marketing and CRM stack, specialized consultancies like Consultevo can support with strategy, automation, and analytics.

Best Practices to Keep Your Communication Plan Effective

To keep your Hubspot-style communication plan relevant over time, apply these best practices:

Review regularly: Update the plan as projects, priorities, or stakeholders change.
Centralize documentation: Store your plan where all contributors can access it.
Align with brand voice: Ensure each message reflects your brand tone and guidelines.
Close the loop: Always share results and lessons learned with stakeholders.

By following this framework, you will create communication plans that are clear, aligned, and measurable, in line with the methodology promoted in the Hubspot article you started from.

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