HubSpot: Inbound Marketing and Web 2.0

Winner of the 2014 Case Centre Award in the category of Marketing. The case 'HubSpot: Inbound Marketing and Web 2.0' 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.

Customer relationship management;Entrepreneurship;Growth strategy;Internet marketing;Market segmentation;Pricing policies;Social media;Web-based technologies

Case

Geographic Setting: Massachusetts
Industry Setting: Software publishing
Number of Employees: 40
Gross Revenue: $5,000,000

Case Teaching Note, (510043), 17p, by Thomas Steenburgh, Jill Avery;Video Supplement, (510706), 19p, by Thomas Steenburgh;Spreadsheet Supplement, (XLS226), 0p, by Thomas Steenburgh, Jill Avery, Naseem Dahod

Livraison : Livraison par lien de téléchargement

Nombre de pages : 21