Hubspot - Case Analysis
HubSpot: Inbound Marketing and Web 2.0
MAR6815
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
Exhibit 1 – The HubSpot Customer Funnel 19
Exhibit 2 – Lead Generation Budget Spend 19
Table B-1 – Owner Ollies – Customer Lifetime Value 20
Table B-2 – Marketer Marys – Customer Lifetime Value 21
Table B-3 – Marketer Mary - $3,000 consulting fee – tier pricing example 21
Table B-4 – Marketer Mary - $5,000 consulting fee – tier pricing example 22
Introduction Today, companies are striving to increase their profitability and to gain a competitive edge over competitors with unique marketing tools. The customer base that had responded well to traditional marketing techniques (direct mail, trade shows, and telemarketing campaigns) in the past was shrinking. In addition, impulse buying behavior was being replaced by internet comparison searches. Modern day shoppers spend more time researching products and rely more on statistical assurance to make a buying decision. These traditional marketing techniques were classified as outbound marketing strategies. The internet was changing how the customer shopped and purchased. Businesses wanting to reach this new savvy customer needed to find ways to understand the new purchasing power. Social networks once considered chat rooms have turned out to be valuable marketing tools,
MAR6815
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
Exhibit 1 – The HubSpot Customer Funnel 19
Exhibit 2 – Lead Generation Budget Spend 19
Table B-1 – Owner Ollies – Customer Lifetime Value 20
Table B-2 – Marketer Marys – Customer Lifetime Value 21
Table B-3 – Marketer Mary - $3,000 consulting fee – tier pricing example 21
Table B-4 – Marketer Mary - $5,000 consulting fee – tier pricing example 22
Introduction Today, companies are striving to increase their profitability and to gain a competitive edge over competitors with unique marketing tools. The customer base that had responded well to traditional marketing techniques (direct mail, trade shows, and telemarketing campaigns) in the past was shrinking. In addition, impulse buying behavior was being replaced by internet comparison searches. Modern day shoppers spend more time researching products and rely more on statistical assurance to make a buying decision. These traditional marketing techniques were classified as outbound marketing strategies. The internet was changing how the customer shopped and purchased. Businesses wanting to reach this new savvy customer needed to find ways to understand the new purchasing power. Social networks once considered chat rooms have turned out to be valuable marketing tools,
References: Kotler, P., & Keller, K.L. (2009). A framework for marketing management (4th Ed.). Upper Saddle River, NJ: Pearson Education, Inc. Using Customer Lifetime Value to Plan Your Lead Generation Budget. Retrieved on April 23, 2011. http://insideup.com/blogs/b2bleadgen/tag/lead-vendors.