Hubspot Inbound Marketing and Web 2.0

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| Hubspot : Inbound Marketing and Web 2.0 | A Case Study | | 1684 Word Count | Hubspot: Inbound Marketing and Web 2.0- A Case Study Introduction This Market Analysis examines the major challenges that Hubspot faces in light of the realization that they are at a turning point in their business. They have grown the company to a milestone of 1000 customers by selling and practicing innovative inbound marketing techniques, a market that they created themselves. It will discuss the major challenges faced by the company, using the facts found in this case scenario. The outcome of the analysis will lead to recommendations as to the best set of customers for Hubspot to service, whether the market segment targeted should be broadened or narrowed and a position strategy suggested. Background Hubspot, a software company based in Massachusetts, was founded by Brain Halligan and Dharmesh Shah. They met at MIT in 2004 and after a few years in the business world, they soon began to realize the potential of the internet to help build businesses. In 2006, with Halligan’s marketing background and Shah’s software expertise, they were able to raise the capital to fund the startup company, Hubspot. The innovation behind Hubspot was far more than about the software itself, but it was that the founders had created a new way of doing business. They coined the term “inbound marketing” to describe marketing strategies that pulled in prospective customers through the use of Web 2.0 tools and applications like blogging, search engine optimization and social media and formed the basis of Hubspot’s philosophy. Challenges facing Hubspot as they grow, as stated in the case, are “first, they would have to decide which customers to serve,” “second they would need to make some decisions about their current pricing model to entice new customers to the company and maximize the

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