Hubspot: Inbound Marketing and Web 2.0

Posted: 20 Oct 2009

See all articles by Thomas J. Steenburgh

Thomas J. Steenburgh

University of Virginia - Darden Graduate School of Business

Jill Avery

Harvard Business School

Naseem Dahod

Harvard Business School

Date Written: May 28, 2009

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: developing market segmentation and targeting strategies to decide which customer 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.

Suggested Citation

Steenburgh, Thomas J. and Avery, Jill J. and Dahod, Naseem, Hubspot: Inbound Marketing and Web 2.0 (May 28, 2009). HBS Case No. 509-049; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1491111

Thomas J. Steenburgh (Contact Author)

University of Virginia - Darden Graduate School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Jill J. Avery

Harvard Business School ( email )

Cambridge, MA
United States
6174958084 (Phone)

Naseem Dahod

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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