Should HubSpot (HS) target Marketer Mary segment?
-MM Accounts for only 31% of HS’s customer portfolio
-Costs HB $5,000 to acquire MM
+$500 initial consulting fee, $500 ongoing monthly fee, which is more than OO + The products that Hubspot provide meet sophisticated needs of MM, because HS provides complete series of inbound marketing tools -Might consider to rebuild pricing model for MM. As their business needs is more complicated, but the start-up consulting fee is the same as OO +Roberge thinks they can get more money on MM because OO has a lot of macroeconomic risk, i.e. small business is risky during recession +/-Founders think it’s better to focus on one only one segment (p.11) +/- Volpe resist on using inbound marketing only, rather than combining both inbound and outbound
+MM are larger businesses (26-100 people) with marketing professionals in the companies +MM had more money to spend on HubSpot’s products (more affordable) -Need longer approval process. It needs to be signed up by high level of managers +HB’s products such as analytics and reports are more attractive to MM, so MM will have higher acceptance rate of HB’s products. +More educated in Web 2.0 than OO
+Lower churn rate (3.2%)
+/- Most of competitors play in only one area of three types in customer funnel -Competitors in inbound marketing are getting more crowded than before -Competitor (Marketo) has...