Hubspot - Case Analysis Essay

5054 Words Apr 23rd, 2011 21 Pages
HubSpot: Inbound Marketing and Web 2.0

Dr. Korgaonkar

April 26, 2011
Presented by:
Jeannette Chambers
Balaji Govindarajulu

Table of Contents Introduction 2 HubSpot was born 3 Inbound Marketing 4
Inbound Marketing – Three Distinct Skills 4
Advantages of Inbound Marketing 5 HubSpot Product Components 7
Content Design 7
Search Engine Optimization 7
Lead Tracking and Intelligence 8 HubSpot – Marketplace 8 Customer Funnel 9
HubSpot Customer Funnel 9
HubSpot – Customer Diversity 10 Customer Segments 10
Owner Ollies Vs Marketing Marys 11
B2C Vs B2B 11 Churn Rate 12 HubSpot Pricing Model 13 Cost/Benefit Analysis of a Diverse Customer Base 14 Summary 15 Problem Statement 17 References 18
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Both Halligan and Shah realized the true potential of internet and visualized the impact of internet in transforming small businesses. After graduation, Halligan took up a position in sales and marketing and worked for high-tech companies. Shah took up a position in technology companies before starting his own company called “Pyramid Digital Solutions.” Halligan soon realized the traditional sales and marketing techniques also called “outbound marketing” were not working out for small companies. The outbound marketing techniques favored big companies and it was increasingly difficult for small companies to compete against big companies. When Halligan and Shah founded HubSpot they created a marketing software that leveraged the Web 2.0 tools such as blogs, social sites, and search engine optimization (SEO) to help businesses relate to their customers.
Inbound Marketing Inbound marketing was coined by HubSpot founders to “describe marketing strategies and practices that pulled prospective customers toward a business and its products, through the use of Web 2.0” and its applications. By contrast, traditional marketing (also referred to as outbound marketing), reaches out to a client’s customers using marketing techniques such as print advertising, radio advertising, TV advertising, cold calling, direct mails, and trade shows. HubSpot observed that traditional marketing techniques were becoming less and less effective at bringing in new business. Three factors

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