HubSpot`s Inbound Marketing Strategy for SaaS Businesses

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: MKTG426
Case Length: 12 Pages
Period: 2006-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.300
Organization : HubSpot, Inc.
Industry :Technology & Communications
Countries : United States
Themes: Sales Management/ B2B Marketing/ Sales Force Management/Marketing Strategy
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


HubSpot, Inc. (HubSpot), a US-based software company that offered an integrated cloud-based marketing, sales, and a customer service platform to businesses, was founded in 2006 at Cambridge, Massachusetts, the US, by Dharmesh Shah (Dharmesh) and Brian Halligan (Brian), two Massachusetts Institute of Technology (MIT) alumni. The two co-founders realized that the age-old outbound marketing and sales practices, which focussed on pushing the product to the customer without much thought going into how the product could help the customer’s business grow, had lost their efficacy in the age of e-commerce.

Considering the new marketing and sales realities, Dharmesh and Brian built a customer service platform, the ‘Growth Platform’, based on the inbound marketing concept that enabled businesses to grow in a customer-centric and sustainable manner. With the inbound marketing concept gaining acceptance in the e-commerce space, HubSpot’s revenues grew from US$2.2 million in 2008 to US$674.9 million in 2019. Its customer base grew from 317 to 73,483 during the same period. The company also went public in an initial public offering (IPO) worth US$125 million in 2014.

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