This case introduces the concept of inbound marketing, attracting potential customers to a company through the use of Web 2.0 tools and applications such as blogs, search engine optimization and social media. Students follow the growth of HubSpot, an entrepreneurial venture, in their quest for growth, major challenges such as development to determine market segmentation and targeting strategies to serve that customer and turn away, configuration, pricing strategies a … Read more »

This case introduces the concept of inbound marketing, attracting potential customers to a company through the use of Web 2.0 tools and applications such as blogs, search engine optimization and social media. Students follow the growth of HubSpot, an entrepreneurial venture, in their quest for growth, major challenges such as: configuration, align pricing strategies with the value delivery development to determine market segmentation and targeting strategies to serve what customers are turning away current customers experience and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods must be used to accelerate growth.
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Thomas Steenburgh,
Jill Avery,
Naseem Dahod
Source: HBS Premier Case Collection
21 pages.
Release Date: 15, May 2009. Prod #: 509049-PDF-ENG
HubSpot: Inbound Marketing and Web 2.0 HBR case solution