How Hubspot developed a big idea that shook up a huge market
How Hubspot developed a big idea that shook up a huge market
Today, I will talk about the company behind inbound marketing. So, get some coffee, and as usual, I will keep it short.
Historically, sales in enterprises are led by dedicated relationship managers. But the internet changed everything. Now a business in Europe can sell to a small business in Japan. Scaling sales organizations to create leads was not sustainable. Then comes email marketing (outbound marketing).
Every business will have a website, and interested people can sign up to get content. But this might not be relevant to the buyer. This technique doesn’t consider whether the buyer is trying to understand the problem or the solution or at which stage is the buyer?
Hubspot then brought the idea of inbound marketing into the world. Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them.
Inbound marketing strategies can be applied in three ways – Attract, Engage and Delight.
How do you attract people to come to your website? Start by providing valuable content through blogs, podcasts, videos across different social media tools outlining key questions such as the problem the company is trying to solve, the benefit of solving this problem.
Now use this content to personalize the experience using email, chatbots, etc., and delight by providing the correct information to the right people at the right time.
Hubspot themselves used these strategies and grew into a billion-dollar company. They provided valuable content explaining how companies can take advantage of inbound marketing. Hubspot helps companies to attract visitors, convert leads and close customers.