Premium Essay


In: Business and Management

Submitted By natoli0104
Words 8648
Pages 35
REV: JANUARY 24, 2011


HubSpot: Inbound Marketing and Web 2.0
None of [the old rules of marketing] are true anymore. The Web has transformed the rules, and you must transform your marketing to make the most of the Web-enabled marketplace of ideas.
— David Meerman Scott, author of The New Rules of Marketing and PR
Business was good at HubSpot. Founders Brian Halligan and Dharmesh Shah were thrilled with the progress their young company had made in the two years since they began their journey to convince corporate America that the rules of marketing had changed. To be successful in the marketplace, HubSpot needed to be much more than just a software company. Its founders had to become evangelists, preaching a new way of doing business that would fundamentally change how marketers reached their customers. To their great pleasure, Halligan and Shah were finding a willing audience for their ideas. HubSpot was now considered a thought leader in the Web 2.0 space, coining the term “inbound marketing” to describe marketing strategies and practices that pulled prospective customers toward a business and its products, through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media.
Halligan and Shah realized that their business was at a crucial juncture. They had just reached the noteworthy milestone of 1,000 customers, attaining this level of critical mass by practicing what they preached. HubSpot had built its business by turning its back on traditional marketing methods and was solely using innovative inbound techniques to acquire customers. Looking ahead, the founders wanted to accelerate their growth rate and increase profitability. Ironically, they were grappling with many of the same issues that their customers faced when implementing inbound...

Similar Documents

Premium Essay

Buinsess Research

...Business Research Process Research October 3, 2012 David Bridgeman Business Research Process The business research process is a certain process which is taking data and reviewing it time and time again to make sure everything possible such as questions and concerns are clarified before a business person can make his or her decision whether it be to hire or fire someone as well as deciding on where the advertisements will be. What a company needs to do is figure what expected outcome the business wants and how they think they will achieve it. Following the objective the company has made for itself will be gathering data from reviewing past decisions that the company may have made as well as surveys to what people think, taking the knowledge that the decision maker has incurred over the time he or she has been in the field. After gathering the data reviewing it for flaws or mistaken inquires will help remove any error. Taking possible flaws such as what happens if this is decided rather than this will increase the likelihood of a company to get to the objective they want to achieve. After gathering and reviewing the data and removing any possible error; if possible test the decision this will help when the final decision is made. After the company test the possible decision if they were able to going to management with what they have decided and reviewing it with management and get this input. At this time management may ask for further data...

Words: 296 - Pages: 2

Free Essay

Current Events in Buinsess

...Current Events in Business Research Proper research in business is vital to its success. This paper will discuss how well the article Computer Modelling and Simulation of Bakeries' Production Planning written and researched by Walid Barakat Hussein, Florian Mitzscherling Hecker, Thomas Martin Becker published in 2009. The article summarizes the efforts of bakeries selling ten different products using the ARENA computer simulation system to streamline production and prevent “bottle-necking”. The first step of effective business research is stating a clear purpose. The article starts out with an introduction that states businesses past troubles with understanding the “sequence of activities required to complete a process-whether fulfilling an order, producing a part, or servicing a customer,” (par 1) which is what the ARENA computer system is supposed to help with. Later in the introduction: “This research work presents a methodology of modeling and simulation of production system using Arena software simulation tool, in order to deal efficiently with the production procedures and processes, and propose an appropriate system structure that will operate according to given specifications,” (par 3). The introduction stated a very clear purpose, which helps those reading the article as well as following the first step of proper business research. The research process was thoroughly detailed and the design was thoroughly planned. In the method and case study section on the......

Words: 496 - Pages: 2

Premium Essay

Code of Ethics in a Corporation

...ETHICS NOTES-Outline: 1: Summary of writing intent leading to thesis 2: Define ethics 3: Discuss the importance of ethics in the business environment 4: Connecting Law and Ethics/The role of ethics in law 5: Elaborate on the ethics side of each case. 6: Summary The question of whether an employee can be terminated for off-duty activity can be answered in numerous ways. Some occupations require employee carry a firm moral code even when they are not present at workplaces such as priests, CEOs, and other public or civil servants while other occupations are more lax or do not even require anything more of their employees rather than to show up on time and perform at expected performance levels. The varying levels of standards, in regards to moral code, with the multitude of industries pose the question of what the underlining basis of these rules are. Because as an employer or manager contemplates the reasoning behind the termination of an employee, there must be a general rule of thumb to abide by in order to make the decision. The rules that the employer or manager relies on are called ethics. When an employee is considered for termination, an ethical approach from the employer’s side as well as the employee’s side must be apparent and clear. In order to better understand the role ethics play in employee relations, we must have a thorough understanding of what ethics is and it’s importance in the business environment. Furthermore, in the context of employee......

Words: 1486 - Pages: 6

Premium Essay

Macroeconomics Paper

...On the Economic Impacts of Reweable Energy Acts In ever changing world where every political decision must conern itself with the effect on the economy, no change in the way our world works is as great as the contiuing shift from the hydrocarbon energy ecoonmy which is defined by dependnce on the use of fossil fuels, such as coal and oil, to the new renewable or green energy economy in which techolgies are being further developed to power our world through clean sources of energy such as wind, hydro power, geotheral, biomass and others. The shift is slow, but it will begin to speed up as the people of both america and the world become further aware of the long term cost of hydrocarbon consumption and effects on the enviroment, and the lowering costs for both personal and buisness use of renwable energy as technoligy becomes more efficant. The econmic benefits of such a shift cannot be deneied, ranging from job creation to positive impacts on the terrif defficit to bennifits in the small buisness sector. In looking at renewable energys impact on the economy the one aspect the most every citizen shall look closely to is the potental of job growth and creation. Utilizing these energy sources are great growth methods for the economy which for too long has been dependent on tradional means, the improvment in the economy comes hand in hand with job creation. Money invested in these energy sources is spent on the materials too build systems such as wind tubines, solar......

Words: 1669 - Pages: 7

Premium Essay

Ethical Leadership and Culture Change

...TABLE OF CONTENTS INTRODUCTION 2 ETHICAL LEADERSHIP 2 CORPORATE CULTURE 3 CULTURE LEARNING 4 CULTURE CHANGE 5 CONCLUSION 6 RECOMMENDATIONS 7 REFERENCES 9 APPENDIX 13 INTRODUCTION Ethical leaders should act ethically all the time, not just in situations where it is expected. Ciulla and Forsyth (as cited in Olivier, 2012, p. 70) suggests that “[t]he good leader, . . . is challenged to be both technically good, i.e. effective at getting the job-at-hand-done and morally good, i.e. responsible for what he or she has done.” Leadership and corporate culture dictate the acceptable ethical standards of an organisation to their followers. Where leaders are identified as “ethical role models”, followers are more likely to imitate this behaviour and conform to similar values and beliefs explicitly delineated by their leaders and organisations (Shin, 2012). However the major challenge encountered by organisational leaders is about gaining the trust and commitment of followers to conform to the ethical standards required to achieve strategic objectives of their organisation (Caldwell, Hayes & Long, 2010). In this report, we define ethical leadership by looking at business ethics and leadership simultaneously. We analyse ethical leadership in the context of culture learning and culture change in ensuring ethical behaviour and Corporate Social Responsibility in organisations. We conclude this report by summarising the findings......

Words: 3006 - Pages: 13

Premium Essay

Google, Mircosoft, Apple Battle for Your Internet Experience

...OUA Group Assignment Cover Sheet A Group Assignment Cover Sheet needs to be included at the front of each assignment submitted. Details of one group member is to be provided – this is where your group assignment will be returned once marked Address details Full name: Kirrily Alisia Loring Address: 516 Senate Road Port Pirie SA Postcode: 5540 Assignment details Unit code: ACG10 Unit name: Communication and Information Systems in Business Assignment no. 2 Due date: 28/04/2012 Assignment topic (as stated in the Unit Information Booklet): Case Study: Google, Apple and Microsoft Struggle for Your Internet Experience. Student names UniSA email ID 1. Kirrily Loring 2.Adrian Holmes 3.Debra Evans 4.Ana Irisari 5. Student Declaration We declare the work contained in this assignment is our own, except where acknowledgement of sources is made. We authorise the University to test any work submitted by us, using text comparison software, for instances of plagiarism. We understand that this will involve the University or its contractor copying our work and storing it on a database to be used in future to test work submitted by others. We understand that we can obtain further information on this matter at......

Words: 4689 - Pages: 19