HubSpot: Inbound Marketing and Web 2.0

Abstract

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial venture which, in its quest for growth, faces significant challenges including the following: developing market segmentation and targeting strategies to decide which customers to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers experience, and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods need to be employed to accelerate growth.

Keywords:Customer Relationship Management;Entrepreneurship;Price;Growth and Development Strategy;Marketing Communications;Social and Collaborative Networks;Segmentation;Web

Questions :

1. Understand the Business Aspect.
2. Identify factors in the marketing environment.
3. Conduct the 3 steps of Mark Environment analysis.
4. Analyze the marketing impact.
5. Redesign the marketing mix from this case.