HubSpot: Inbound Marketing and Web 2.0
marketing
Description
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 business and its products, through the use of Web 2.0 tools
and applications like blogging, search engine optimization, and social media.
Case Analysis Format Guidelines
Cover Page
Executive Summary (Two Paragraphs)
(Written last to focus on key points/findings)
Introduction (One Page)
Current Situation Analysis and pertinent Background including a synopsis of the relevant
information from the case analysis.
Body (Five pages)
These are broad examples. Your specific subsections titles will vary based upon the
marketing topic/focus you select:
- Target Market Identification
- Market Needs
- Analysis of Case
- Key Issues/Goals
- Recommendations
- Conclusion (One Page)
