Marketing software firm HubSpot Inc. gave Amazon Web Services Inc. a big thumbs up today, announcing it has chosen the company as is its preferred public cloud provider.

Amazon, which makes a habit of showcasing these kinds of big-name customer wins, said HubSpot will be shifting its “core products,” including HubSpot CRM, Marketing Hub, Sales Hub and Service Hub, to its cloud infrastructure platform.

AWS reckons its public cloud services are just the ticket for a company like HubSpot, since its services are based on a modern and automated “microservices” architecture that enables the rapid development of agile and scalable software applications that can be updated in a continuous fashion.

Among the services HubSpot is using are the Amazon Simple Storage and Amazon Athena services, through which it has created a data lake that allows it to ingest and analyze operational data more easily. HubSpot also leverages Amazon’s machine learning technology services such as Amazon Lex to add new capabilities such as natural language processing to its GrowthBot chatbot, which is designed to assist sales and marketing staff.

HubSpot not only gets access to Amazon’s advanced technologies, but it can also save on the time and hassle of operating its own information technology infrastructure. “Scale and the ability to innovate at a faster rate are immensely important for our business, which is why we chose to take a cloud-first approach with AWS, making it our preferred cloud provider,” HubSpot Chief Strategy Officer Brad Coffey said in a statement.

HubSpot is the latest in a string of high-profile customers to adopt to Amazon’s cloud this year, following in the footsteps of the Formula One Group, Zulily LLC, Oath Inc., Shutterfly Inc., Cox Automotive Inc., Comcast Cable and GoDaddy Inc.

Image: HubSpot