Case 3: HubSpot: Inbound Marketing and Web 2.0 HubSpot is a dynamic and promising startup that has recently reached its 1‚000 customer milestone. The company‚ led by founders Brian Halligan and Dharmesh Shah‚ offers an intuitive and easy-to-use marketing software that acts as a tool for customers to spearhead their ‘inbound marketing’ campaigns. The company is an evangelist of ‘inbound marketing’ where companies try to pull prospective customers toward a business and its products through the use
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HubSpot: Inbound Marketing and Web 2.0 HubSpot is an online marketing software company that utilizes inbound marketing‚ a system which pulls prospective customers to a business and its products. Although inbound marketing has been highly successful and the company has reached its milestone of 1‚000 customers‚ HubSpot is now faced with the dilemma of which direction to steer towards‚ while considering the viability of inbound marketing at a larger scale. HubSpot must decide whether to target the
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Company Leader in Web 2.0 and Inbound Marketing Unique product At a crossroad 1.000 customers Goal: accelerate growth rate and increase profitability Segmenting customers Adjusting pricing model Supplement inbound marketing? Inbound Marketing If a customer needs a service/product he will do the relevant research in order to get the information needed “Pulls” customer in 3 skills Compelling content Content distribution Engage community Benefits Attaining Marketing Efficiencies Sales
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Case Study: HubSpot 1.** Do you agree with HubSpot that the "rules of marketing" have changed? If so‚ how? Is inbound marketing the answer? Why or why not? 1. I do agree with HubSpot that the “rules of marketing” have changed. But I do not think that the position of traditional outbound marketing will be totally replaced by inbound marketing. Inbound marketing is a type of marketing strategy through Internet that focuses on getting the qualified custom’ attention and attracting them to
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Dharmesh Shah of upstart inbound-marketing firm HubSpot have come to a crossroads in their business model. The direction of the company must adapt in order to continue on the stated path of growing as big as possible‚ as fast as possible. HubSpot is facing two problems that it must address in order to accomplish its goals. First‚ HubSpot has a corporate culture centered on an evangelical attitude towards inbound-marketing. HubSpot offers the services of inbound-marketing‚ which uses strategies such
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Case 1: HubSpot: Inbound Marketing and Web 2.0 1. Customer lifetime value = lifetime (in months) * monthly payments (Exhibit 7) – acquisition cost (pp. 8) Customer life time = 1/churn rate (Table A) Marketer Marys: CLV = (1/ 3.2%) * 500 – 5‚000 = 10‚625 Owner Ollies: CLV = (1/ 4.3%) * 250 – 1‚000 = 4‚813.95 B2B: CLV = (1/ 3.3%) * 375 – 3‚000 = 8‚363.64 B2C: CLV = (1/ 6.0%) * 375 – 3‚000 = 3‚250 2. HubSpot is not finding and serving the right set of customers. Even if at first it was very important
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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
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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
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TABLE OF CONTENT ABSTRACT 1 INTRODUCTION 1 CURRENT SITUATION 2-3 OWNER OLLIES AND MARKET MARY 4-5 CUSTOMER SEGMENT AND TARGET 6-10 PRICING MODEL 10-13 MARKETING STRATEGY 13-14 SUMMARY 14-15 管理信息系统 第二组成员 刘露露 万菁 胡笳竟 肖泽中 Abstract HubSpot has been developing out well with the introduction or their new "inbound marketing" concept and the marketing system that goes with it. However‚ as they grow‚ the realization that they need to redefine their market segmentation and focus to bring their game
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strategy which Hubspot should follow for further developing their business‚ we need to first understand its customers‚ its competitors and the company itself. Customers:- Right now‚ HubSpot is serving different customers with different requirements. This causes their engineering and sales staff to be stretched thin. They are falling behind on product releases and their sales staff is converting only 4% (exhibit 10) of the potential market into customers. To increase efficiency‚ HubSpot should narrow
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