They say a decision is only as good as the data it’s based on. For most businesses, that’s the difference between marketing that feels like guesswork and marketing that delivers real results.
For Massachusetts-based Berry Insurance, getting better data wasn’t just about dashboards and reports. It was about understanding what content actually brought in qualified leads, what messages resonated with buyers, and how to keep improving over time. The result? Smarter decisions, more qualified opportunities, and measurable growth that continues to compound.
In this episode of Endless Customers, I sat down with Corin Cook, Berry’s content manager, to explore how HubSpot became the engine behind their content strategy. Corin shares how their team went from simply producing helpful insurance content to building a full system of measurement and improvement. U sing HubSpot’s reporting tools to track performance, refine strategy, and create a marketing program that consistently drives results.
When Corin joined Berry in 2019, the company was just beginning its They Ask, You Answer (now Endless Customers) journey. Her focus: publish clear, educational articles that answered buyers’ most pressing insurance questions.
The results came quickly:
Tens of thousands of visitors flocked to the site.
Traffic grew steadily as Berry added blogs, guides, and videos.
Prospects began engaging earlier in their buying journey.
Corin explains: “Over the past few years, we’ve written hundreds of articles on insurance, and we have hundreds in the queue.”
With visitors come opportunities, but only if you have the necessary tools.
Berry began using HubSpot to track its website engagement. HubSpot became the platform where all digital marketing efforts could be centralized — from email communications to full website management.
“HubSpot is just so user-friendly,” says Corin. “It was really a game changer being able to have all of our content up there, all of our videos, everything just integrated into the site and being able to look at the analytics of everything."
Berry’s marketing team has since expanded to include a videographer and another content writer. With so much content being produced across their website, YouTube, and social platforms, data is the filter for what’s working and what’s not.
By leveraging HubSpot’s reporting, Corin and her team can:
See which articles and videos drive the most qualified leads.
Refine topics to address customer concerns more directly.
Align future content plans with proven buyer behavior.
As Corin puts it: “Better data means better decisions — and better decisions mean better outcomes.”
Berry Insurance shows that the right platform plus the right content strategy leads to smarter decisions and measurable growth.
If you’re wondering how to implement HubSpot in your business and how to build the systems that turn data into decisions, IMPACT can help. Let's talk!
Corin Cook is the Senior Marketing Manager at Berry Insurance — a 100-year-old business based in Massachusetts.
Connect with Corin on LinkedIn
Learn how Berry Insurance tripled its revenue by creating better content
Why would a business hire a content manager?
Hiring a dedicated content manager signals a shift toward education-first marketing. Their role is to publish consistent, buyer-focused content that builds trust and answers real questions. Without someone accountable for strategy and output, content efforts often stall or become inconsistent. A content manager keeps the rhythm going and ensures marketing stays aligned with sales.
How does HubSpot support marketing and sales teams?
HubSpot acts as a central hub where publishing, analytics, and lead tracking all live under one roof. For teams, this means no more bouncing between platforms. Content performance, buyer behavior, and ROI are visible in one place. With that visibility, leadership can make faster, smarter decisions about what’s working and where to adjust.
What kinds of content work best for buyers?
The content that works best is always the content that builds trust. Buyers today want clear, transparent answers to their most common questions—about cost, problems, comparisons, reviews, and best in class (what we call The Big 5). Blogs, explainer videos, and product or service pages built around these topics perform consistently well, especially when they’re published regularly and used in the sales process.
How can data improve marketing decisions?
Data removes the guesswork. By analyzing what content drives the most traffic, engagement, and leads, companies can double down on proven strategies and stop wasting time on tactics that don’t move the needle. Over time, data builds a roadmap for smarter investment, showing exactly where to put more effort and where to pivot.