Hubspot
Hubspot – Case Study
Inbound Marketing- an innovative marketing strategy founded by the Hubspot creators, was developed on the concept that to get customers to be interested in your product, “pulling” them in by use of Web 2.0 technology was much more effective than using traditional methods of marketing that pushed products and services to target audience who may be unwilling or uninterested in the offer at the particular time.
Hubspot created software products that enabled its customers to market their products/services with the use of new age tools like Search Engine Optimization(SEO), Social Media, Blogs, Podcasts and social networking websites like Twitter, Facebook etc. This effectively replaced the traditional marketing strategies used by them.
Benefits of Inbound Marketing:
Attaining marketing efficiencies
Smart marketing strategy
Building relationships
B2B increased 37% inbound and 30% outbound
Problem statement:
Target Segments - Which customer to serve?
Pricing Model – What kind of pricing strategy to follow
Are we missing on anything? Inbound v/s out bound marketing
Target Segments - Which customer to serve?
There are 4 options –B2B, B2C, Marketer Mary and Owners Ollies. Compared to Owners Ollies,
Marketer Mary has certain advantages like “Easier to Reach”, “Low Cost of Acquisition-$1000”,”Basic and simple solutions” and “Shorter Selling Cycle” while the disadvantages are “High Churn Rate-Mainly concerned about SEO”, ”Revenue Generated is Less” and “Unstable Business Model”. Customer life time value for Marketer Mary is more than that of Owners Ollies which infers Marketer Mary as the suitable customer to serve but there are other advantages for Owners Ollies such as having 73% of total customers, 56% B2B<25 category where only basic tools are required, Lesser churn rate and acquisition cost is 1/5th of Marketer Mary. Compared to B2C, B2B has greater value, long term relationship, less churn rate and 68% of current customer.
Pricing Model
Inbound Marketing- an innovative marketing strategy founded by the Hubspot creators, was developed on the concept that to get customers to be interested in your product, “pulling” them in by use of Web 2.0 technology was much more effective than using traditional methods of marketing that pushed products and services to target audience who may be unwilling or uninterested in the offer at the particular time.
Hubspot created software products that enabled its customers to market their products/services with the use of new age tools like Search Engine Optimization(SEO), Social Media, Blogs, Podcasts and social networking websites like Twitter, Facebook etc. This effectively replaced the traditional marketing strategies used by them.
Benefits of Inbound Marketing:
Attaining marketing efficiencies
Smart marketing strategy
Building relationships
B2B increased 37% inbound and 30% outbound
Problem statement:
Target Segments - Which customer to serve?
Pricing Model – What kind of pricing strategy to follow
Are we missing on anything? Inbound v/s out bound marketing
Target Segments - Which customer to serve?
There are 4 options –B2B, B2C, Marketer Mary and Owners Ollies. Compared to Owners Ollies,
Marketer Mary has certain advantages like “Easier to Reach”, “Low Cost of Acquisition-$1000”,”Basic and simple solutions” and “Shorter Selling Cycle” while the disadvantages are “High Churn Rate-Mainly concerned about SEO”, ”Revenue Generated is Less” and “Unstable Business Model”. Customer life time value for Marketer Mary is more than that of Owners Ollies which infers Marketer Mary as the suitable customer to serve but there are other advantages for Owners Ollies such as having 73% of total customers, 56% B2B<25 category where only basic tools are required, Lesser churn rate and acquisition cost is 1/5th of Marketer Mary. Compared to B2C, B2B has greater value, long term relationship, less churn rate and 68% of current customer.
Pricing Model