HubSpot - Inbound marketing and web 2.0 case study


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- Inbound marketing and web 2.0 case study
- Current Scenario 1. Leader in Web 2.0 and Inbound Marketing 2. Unique product 3. 1,000 customers milestone (within 4 years) 4. Goal is to accelerate growth rate and increase profitability
- Let’s understand HubSpot’s Customers
- Small Business Owners Owner Ollies Marketing Professionals working in large firms Marketer Mary
- Owner Ollies • 73% • 1-25 members • Absence of marketing professionals • Objective – Generate more leads • Churn rate – 4.3% Marketer Mary • 27% • 26 – 100 members • Marketing professionals • Objective – Analytics and reports • Churn rate – 3.2%
- Owner Ollies Marketer Mary Pros Cons Easier to reach High churn rate- mainly concerned about SEO Low cost of acquisition - $1000 Revenue generated is less Basic and simple solutions Unstable business model Shorter selling cycle Pros Cons Lower churn rate Harder to reach High revenue per customers Longer Selling Cycle Longer relationship CMS usage is less than 2% Usage of more inbound tools of hubspot Acquisition cost is high - $5000
- Let’s understand HubSpot’s Pricing
- Current Pricing 1. Software-as-a-service (SaaS) monthly pricing model 2. Owner Ollies - $500 consulting fee at start-up and $250/month ongoing fee 3. Marketer Mary - $500 consulting fee at start-up and $500/month ongoing fee 4. To move to CMS and extra of $500 is demanded
- Let’s understand HubSpot’s Market
- Realizing the company’s potential for success, venture capital firms backed HubSpot with $17 million in funding. Venture partners saw great market opportunity in roughly $2.2 million small and medium-sized businesses across the US. Market Potential: Small- and Medium-Sized Businessesa Category Number of Employees Number of Businesses Large 100 to 499 86,538 Medium 20 to 99 526,355 Small 10 to 19 632,682 Very Small 5 to 9 1,043,448 Total - 2,289,023
- Mike Volpe (Vice President – Sales) “If we couldn’t make inbound marketing work for our own company, then we shouldn’t be selling software that helps other companies do it”
- Let’s understand Problem Statement
- What customers should be targeted? What should be the pricing strategy? Should we look at outbound marketing?
- Proposed Plan
- What customers should be targeted? - Marketer Mary - CMS based customers
- CUSTOMER LIFETIME VALUE OO MM Churn rate 4.3 3.2 Average customer life 23.36 31.25 Acquisition Cost $1,000 $5,000 Initial amount $500 $500 Monthly Profit $250 $500 Customer Life Time Value (CLTV) 5,340 11,125 Average Customer Life=1/Churn Rate CLTV=Initial value + (Average customer life*Monthly Profit)-Acquisition Rate
- CMS Non-CMS Churn rate 2.1 5.5 Average customer life 47.6 18.18 Acquisition Cost $1000 $1000 Initial amount $500 $500 Transfer charge $500 $500 Monthly Profit $250 $250 Customer Life Time Value (CLTV) 11,900 4,545 CUSTOMER LIFETIME VALUE AFTER CMS Average Customer Life=1/Churn Rate CLTV=Initial value + (Average customer life*Monthly Profit)-Acquisition Rate
- What should be the pricing strategy?
- OO MM Current Pricing Initial payment – Consulting fee $500 $500 Monthly cost $250 $500 Movement to CMS $500 Proposed Pricing Initial payment – Consulting fee $650 $500 Monthly cost $250 $500 For OO, Quarterly Package - $600 Yearly Package - $2,500
- Should we look at outbound marketing?
- Should we look at outbound marketing? Recommended Solution 1. Need not go into expensive and / or aggressive outbound methods like offline marketing 2. Outbound techniques might be partially applied - Online advertisements - Logo on the client site 3. Outbound techniques might be later used in following scenarios - For feedback mechanism
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HubSpot: Inbound Marketing and Web 2.0 – Case Solution
The case 'HubSpot: Inbound Marketing and Web 2.0' discusses inbound marketing. The concept uses online tools and applications designed to attract prospective customers to a business. In this case study, HubSpot was in the limelight seeking the company's development. In its quest for growth, it faces problems as to its market segmentation, target customers, and pricing strategy, among others.
Thomas Steenburgh; Jill Avery; Naseem Dahod Harvard Business Review ( 509049-PDF-ENG ) May 15, 2009
Case questions answered:
Firstly, HubSpot is targeting a diverse pool of customers and it is in a dilemma if it should focus on specific customers. Secondly, it needs to understand if it should change its pricing strategy and charge more for its specific services. Lastly, it needs to assess if it should start using a traditional outbound marketing strategy along with its current strategy.
Not the questions you were looking for? Submit your own questions & get answers .
HubSpot: Inbound Marketing and Web 2.0 Case Answers

This case solution includes an Excel file with calculations.
You will receive access to two case study solutions! The second is not yet visible in the preview.
Problem Statement – HubSpot: Inbound Marketing and Web 2.0
Causes of the problem:.
- For focusing on specific customers: Currently, HubSpot is targeting a market that is potentially very large and involved in satisfying the needs of two very different customer segments, each of which is posing a different challenge. The company is very small and it has very limited resources.
- For changing its pricing strategy: Currently, HubSpot is charging $250 monthly for its services to Owner Ollie customers and $500 monthly for its services to Marketer Mary customers. But the problem they faced is that the customers obtained an initial burst of value and canceled their subscription within several months. The diverse segments they had presented opportunities that they were under-utilizing.
- Use of traditional outbound services: Currently HubSpot is fully focussed on a 100% inbound marketing strategy which is hindering them from increasing their scale of reach which they could achieve along with the use of outbound market strategies.
SWOT Analysis
- Low cost and ease of use of the services
- Solid financial backing from venture capitalists
- Specialized inbound marketing tools such as keyword grader, website grader, Twitter grader, and Facebook grader.
- They have limited staff and resources
- They are entirely reliant on the use of an inbound marketing strategy
Opportunities
- The market potential is 2.3 million customers ranging from very small to large clients. Even if they are able to tap 1% of the market then monthly revenue could increase by $7.5 million
- Since HubSpot charges monthly for its services customer retention poses a threat
- Competition from
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HubSpot: Inbound Marketing and Web 2.0 Case Solution & Answer
Home » Case Study Analysis Solutions » HubSpot: Inbound Marketing and Web 2.0
This Case is about ENTREPRENEURSHIP, GROWTH STRATEGY, PRICING, SOCIAL PLATFORMS
PUBLICATION DATE: May 15, 2009 PRODUCT #: 509049-PDF-ENG
Victor of the 2014 Case Center Award in the class of Promotion.The case ‘HubSpot: Inbound Advertising and Web 2.0’ introduces the notion of inbound advertising, pulling customer prospects toward a company through the use of Web 2.0 tools and programs like blogging, search engine optimization, and social media. Pupils follow the increase of HubSpot, an entrepreneurial enterprise which, in its pursuit for growth, confronts major challenges including: developing market segmentation and targeting strategies to determine which customer to serve and which to turn away, configuring pricing strategies to align with the worth delivery flow customers encounter, and discovering whether inbound advertising software can create enough scale or whether conventional outbound advertising techniques should be used to hasten increase.
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Publication Date: May 15, 2009
Source: Harvard Business School
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.

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HubSpot: Inbound Marketing and Web 2.0 Harvard Case Solution & Analysis
Home >> Marketing HBS Case Solutions >> HubSpot: Inbound Marketing and Web 2.0

Victor of the 2014 Case Center Award in the class of Promotion.The case 'HubSpot: Inbound Marketing and Web 2.0' introduces the theory 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 increase of HubSpot, an entrepreneurial venture which, in its quest for growth, confronts important challenges including: developing market segmentation and targeting strategies to determine which customer to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers encounter, and determining whether inbound advertising programs can create enough scale or whether conventional outbound marketing methods must be used to accelerate growth.
PUBLICATION DATE: May 15, 2009 PRODUCT #: 509049-PDF-ENG
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15 Essential Product Marketing Books for 2023

Published: May 05, 2023
The product marketing landscape is continuously changing. To keep pace with the latest trends, you’ll need to keep up with the experts. That includes reading books with fresh insights and perspectives.

To help, we’ve gathered a list of 15 essential product marketing books for your 2023 reading list. These books tackle how to lead a successful launch, tips for growing your career, and how to build customer-centric campaigns.
![hubspot inbound marketing and web 2 0 case study pdf → Download Now: Free Product Marketing Kit [Free Templates]](https://no-cache.hubspot.com/cta/default/53/08b5e1f4-5d26-405b-b986-29c99bd0cb14.png)
The 15 Best Product Marketing Books
- The Launch: A Product Marketer's Guide: 50 key questions & lessons for a successful launch
- The Influential Product Manager: How to Lead and Launch Successful Technology Products
- Product Marketing, Simplified: A Customer-Centric Approach to Take a Product to Market
- Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value
- Product Marketing Debunked: The Essential Go-To-Market Guide
- Product-Led Growth: How to Build a Product That Sells Itself
- The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company
- INSPIRED: How to Create Tech Products Customers Love.
- Hooked: How to Build Habit-Forming Products
- Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
- Escaping the Build Trap: How Effective Product Management Creates Real Value
- Made to Stick: Why Some Ideas Survive and Others Die
- To Sell is Human: The Surprising Truth About Moving Others
- Influence, New and Expanded: The Psychology of Persuasion
- The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to Go from $0 to $100 Million
15 Essential Product Marketing Books
1. the launch, a product marketer's guide: 50 key questions & lessons for a successful launch by yasmeen turayhi.
.jpg?width=591&height=916&name=product-marketing-launch%20(1).jpg)
Image source
Some of the best beginnings start with a question — or, as in the case of The Launch , 50. Through guided and thoughtful questions, this book will help you avoid common pitfalls and help put you on the path to success.
Best for: Understanding the framework of where to begin your product marketing. The Launch will equip you with questions to guide your product marketing journey.
2. The Influential Product Manager: How to Lead and Launch Successful Technology Products by Ken Sandy
.jpg?width=522&height=742&name=product-marketing-influential%20(1).jpg)
It can feel hard to justify what you do in your organization or prove your job value in the broader ecosystem of your company. The Influential Product Manager is about understanding how the product manager interacts with every level of the business to launch successful technology products.
What we like: Distilling decades of experience into learned lessons, this book offers a human perspective on product management in an actionable and practical guide.
3. Product Marketing, Simplified: A Customer-Centric Approach to Take a Product to Market by Srini Sekaran
.jpg?width=517&height=830&name=product-marketing-simplified%20(1).jpg)
Under the fame of the customer’s needs, Product Marketing, Simplified is a comprehensive guide to product marketing that takes you through the steps. You’ll get best practices on everything from messaging to influencing the product roadmap.
Best for: Understanding the customer’s perspective. This book puts you in the customer's mindset and helps answer questions around the “why” pertaining to the need of the product.
4. Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value by Richard King and Bryony Pearce
.jpg?width=531&height=817&name=product-marketing-misunderstood%20(1).jpg)
While product marketing is still a relatively new job function to the organization, there are a lot of misunderstandings about your role and how to position it.
Product Marketing Misunderstood offers guidance on personifying your value and driving the organization forward.
Pro tip: Product Marketing Misunderstood provides practical knowledge and applications. You can apply these tools to your job positioning, messaging, and personas.
5. Product Marketing Debunked: The Essential Go-To-Market Guide by Yasmeen Turayhi
- Pages: 134 pages
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Product Marketing Debunked provides a view into taking unformed concepts and creating a proper strategy for commercializing a product. You’ll learn how to make a go-to-market plan and release your final product into the marketplace.
Best for: Establishing a framework for releasing a product. This book offers a starting point that you can modify to match your industry and growth stage.
6. Product-Led Growth: How to Build a Product That Sells Itself by Wes Bush
.jpg?width=370&height=592&name=product-marketing-growth%20(1).jpg)
If you are a product marketer following product-led growth principles, Product-Led Growth is the book for you. It guides you through the thought processes of product-led growth and puts you in your customers' shoes to build a product that better serves their needs.
Best for: Understanding where the pillars of product-led growth fit into your product marketing plan and strategy.
7. The Product Marketing Manager: Responsibilities and Best Practices in a Technology Company by Lucas Weber
- Pages: 123 pages
- Where to buy: Amazon
.jpg?width=520&height=804&name=product-marketing-manager%20(1).jpg)
The Product Marketing Manager explains the product marketing role and focuses on practical applications. Weber ties insights to entertaining life lessons and anecdotes he collected.
What we like: The personal anecdotes and stories feel like wisdom passed down from a close friend who has learned a lot over the years.
8. INSPIRED: How to Create Tech Products Customers Love by Marty Cagan
- Where to buy: Amazon , Bookshop.org , Barnes and Noble
.jpg?width=597&height=903&name=product-marketing-inspired%20(1).jpg)
To understand how to market a product, you must first understand the “why” behind the creation. INSPIRED helps equip product marketers with the skills and tools to sell a product customers will love.
Best for: Understanding how to assemble the right people and skill sets, discover the right product, embrace an effective yet lightweight process, and create a strong product culture.
9. Hooked: How to Build Habit-Forming Products by Nir Eyal
- Where to buy: Amazon , Bookshop.org
.jpg?width=607&height=914&name=product-marketing-hooked%20(1).jpg)
There are certain products that we now believe we can’t live without, constantly coming back to get the latest model or update.
Hooked details the “Hook Model,” a four-step process embedded into the products of many successful companies to subtly encourage customer behavior.
Through consecutive "hook cycles," these products bring users back again without depending on costly advertising or aggressive messaging.
What we like: This book helps you understand the psychology behind what gets people hooked on products. This can help you think through the same principles for your products.
10. Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford
- Where to buy: Amazon , Barnes and Noble , Audible
.jpg?width=518&height=799&name=product-marketing-awesome%20(1).jpg)
So much of product marketing is product positioning, and understanding what positioning your customers react to is crucial to the sales cycle.
Obviously Awesome uncovers the principles of positioning and helps you find and position your product differentiators.
Best for: Putting yourself in your customer’s shoes to understand what makes them buy, what positioning they react to, and why they would want to buy from you continuously.
11. Escaping the Build Trap: How Effective Product Management Creates Real Value by Melissa Perri
- Where to buy: Amazon , Bookshop.org , Target
.jpg?width=519&height=757&name=product-marketing-trap%20(1).jpg)
Companies that measure solely by outputs often fall into what Melissa Perri describes as the "build trap," cranking out features to meet their schedule rather than the customer's needs.
Following her advice, you can rethink the purpose of why something gets built.
What we like: This book helps you understand that to stay competitive in today’s market, you must adopt a culture of customer-centric practices focusing on outcomes rather than outputs.
12. Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath
- Where to buy: Amazon , Audible , Barnes and Noble
.jpg?width=619&height=932&name=product-marketing-stick%20(1).jpg)
In Made to Stick , the authors reveal the anatomy of ideas that stick and explain how you can make your ideas stickier. You’ll learn about the human scale principle, using the Velcro Theory of Memory, and explore how to address curiosity gaps.
Best for: Understanding the impact of messages and why some things stick with us while others are forgotten over time. This book will help you level up your messaging with impactful and thoughtful tactics.
13. To Sell is Human: The Surprising Truth About Moving Others by Daniel H. Pink
- Where to buy: Amazon , Barnes and Noble
.jpg?width=584&height=878&name=product-marketing-human%20(1).jpg)
Nowadays, it can feel like everyone is trying to sell you something. While that’s not inherently bad, To Sell Is Human looks at the difference between selling and storytelling. This book offers a new perspective on the art and science of selling.
What we like: This book moves past typical sales jargon to explain why we sell and how to do it effectively. You’ll also learn how to communicate honestly with your customers.
14. Influence, New and Expanded: The Psychology of Persuasion by Robert B. Cialdini, Ph.D.
.jpg?width=579&height=883&name=product-marketing-influence%20(1).jpg)
Sometimes product marketers get so bogged down in their own messaging that they forget the science behind product launches.
Using memorable stories and relatable examples, Cialdini explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings.
Best for: Brushing up on communication and persuasion skills. Influence is for anyone looking to go back to the fundamentals of influence. You’ll rethink messaging that might not be working.
15. The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to Go from $0 to $100 Million by Mark Roberge
- Where to buy: Amazon , Barnes and Noble , Bookshop.org
.jpg?width=639&height=959&name=product-marketing-formula%20(1).jpg)
As someone who's been at the forefront of multiple sales builds, Mark Roberge demystifies the sales process and life cycle.
The Sales Acceleration Formula provides a framework that uses all your tools at your disposal — like data, technology, and personas — to accelerate your growth.
Best for: Understanding the impact of a full sales lifecycle and your role within it. Use this book as a guide, picking up helpful information and tips to market your products better.
Building Your Product Marketing Reading List
Much like product marketing itself, learning about this business process is ever-changing. Understanding the skills needed and applying practical advice will help you level up your processes.
Ready to expand your product marketing knowledge in 2023 and stay ahead of the curve? Our list of 15 essential product marketing books is the perfect place to start.

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Abstract. This case 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 ...
HubSpot: Inbound Marketing and Web 2. 0 HubSpot, founded in 2006, provides inbound marketing strategies and practices that pulled prospective customers towards a business and its products through the use of Web 2.0 tools and applications such as blogging, search engine optimization, and social media etc. It provides different products such as content design, SEO tools, and lead tracking and ...
Inbound marketing and web. Let's understand HubSpot's. Small Business Owners Owner Ollies Marketing Professionals working in large firms Marketer Mary. Owner Ollies • 73% •. 2.1 5.5 Average customer life 47.6 18.18 Acquisition Cost $1000 $1000 Initial amount $500 $500 Transfer charge $500 $500 Monthly Profit $250 $250 Customer Life Time ...
This case solution includes an Excel file with calculations. You will receive access to two case study solutions! The second is not yet visible in the preview. Problem Statement - HubSpot: Inbound Marketing and Web 2.0. Firstly, HubSpot is targeting a diverse pool of customers and it is in a dilemma if it should focus on specific customers.
strategies to decide which customer to serve and. which to turn away. » Come up with suitable Pricing Model. » Determining whether inbound marketing programs. can generate enough scale or whether traditional. outbound marketing methods need to be employed. to accelerate growth. 2. f HuBspot.
HubSpot: Inbound Marketing and Web 2.0 Case Study by Surabhi Ravindra (net id: sxr142931) 1. Key Marketing Issues HubSpot saw decline in number of new customers it acquired, though the firm received many leads throughout the year of 2008, the conversion rate to opportunities and to new customers was relatively less. By 2009, HubSpot weeded out 50% of its low quality leads without further ...
Last Name 1 Your Name Instructor Name Course Number Date Case Study - HubSpot: Inbound Marketing and Web 2.0 Executive Summary HubSpot is an inbound company in the software marketing sector established by two entrepreneurs, Dharmesh Shah and Brian Halligan. Its company headquarters in Cambridge, Massachusetts, has been for nine years now serviced inbound marketing worldwide.
Inbound marketing (Appendix 2) was a term and an idea that was originated by Hubspot. The greater challenge they had to face was market their own company using inbound marketing and if they fail in doing so, they won’t be able to sell their ideas to their customers. Web 2.0 is the second generation of World Wide Web (Technopedia, n.d.).
HubSpot: Inbound Marketing and Web 2.0 Case Study Solution Rivalry with the existing competitors: Before Hubspot started there were a lot of companies that were already working on software development but Hubspot penetrated the market with a new idea of inbound marketing and that took the industry by surprise.
This Case is about ENTREPRENEURSHIP, GROWTH STRATEGY, PRICING, SOCIAL PLATFORMS. PUBLICATION DATE: May 15, 2009 PRODUCT #: 509049-PDF-ENG. Victor of the 2014 Case Center Award in the class of Promotion.The case 'HubSpot: Inbound Advertising and Web 2.0' introduces the notion of inbound advertising, pulling customer prospects toward a company through the use of Web 2.0 tools and programs ...
Abstract. This case 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 ...
Unlike other marketing and advertising expenses, inbound marketing is an investment that produces compounding results over time; As you create inbound marketing assets like blog posts, landing pages, links and social media followings, they will help you attract traffic, capture leads and convert leads into customers - every day into the future.
This case 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 ...
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 ...
Victor of the 2014 Case Center Award in the class of Promotion.The case 'HubSpot: Inbound Marketing and Web 2.0' introduces the theory 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 increase of HubSpot, an entrepreneurial venture which, in its ...
This case 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 ...
Best for: Understanding the customer's perspective. This book puts you in the customer's mindset and helps answer questions around the "why" pertaining to the need of the product. 4. Product Marketing Misunderstood: How to Establish Your Role, Authority, and Strategic Value by Richard King and Bryony Pearce. Pages: 206.
That being said, I wanted to share a few related threads in case you decide to build an API integration: How to track user's login on our web app ; Log activity information from a separate web app onto contact record ; Connect App to HubSpot also for login details ; I also wanted to invite our subject matter experts to see if they have any ...