Hubspot is an innovative, revolutionary , new-age marketing company that redefines the marketing process and sells it to businesses. Hubspot disproves outbound marketing and provides a solution that is much more effective and efficient. This solution is inbound marketing. In a world where people are more and more disturbed by solicitation, media advertisements, and “junk mail”, and where people are becoming more tech-savvy , self-taught, and social through the web, a revolution presents itself in that the best ways to funnel customers are to draw them in as opposed to reaching out. Hubspot developed an Saas platform that streamlines search engine optimization, blogging, social media interaction, content management, etc.; and allows customers to easily find products and services based on what they need and when they need it. Being that Hubspot’s product is one that promotes inbound marketing, and completely denounces outbound marketing, it only fits that they would have to build and develop their business solely through these measures. Through 2009 , they have generate 1,000 customers and now must figure out how to scale the business.
In reading through the Hubspot case, they are definitely on the right track in promoting inbound marketing. The rules of marketing have changed as society has progressed to social environments and in an information era where everything is easily searchable, people like to find what they are looking for instead of having it thrown in their face. Inbound marketing is a great answer for this as it increases the search-ability of companies through SEO, helps educate customers on products so that they can make informed decisions, creates social interaction to help with “word of mouth” marketing, and overall allows the customer to control the marketing it receives at a time that the customer wants to receive it. If someone is looking for information, then they are ready to receive it and thus the inbound marketing effort is more effective than something outbound that is not ready to be received and easily disregarded. With that said, I don’t believe that inbound marketing is not the sole solution. There are many benefits to outbound marketing that can’t be achieved through inbound marketing such as targeting, broad scale branding through repetition, and even major product launches that require major integration. For example, Samsung or Apple’s new product launches wouldn’t have the steam that they do without outbound marketing techniques. Granted, Apple and Samsung have developed such a strong brand that people automatically look for them to release new products, and they’ve created cult-like followings, however, not executing proper outbound techniques could cause lost sales to one or the other depending on effectiveness and positioning. There has to be a proper mix of inbound marketing and outbound marketing, and perhaps that mix favors inbound marketing even as high as 70-80%. Still, I think there will
