HubSpot: The Transformation From Outbound Marketing to Inbound Marketing

Among the large variety of social media in today’s society, HubSpot, although not very well-known, has been a major pioneer within its field and has generated great success. HubSpot was created by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology (MIT) in June of 2006 and has been rapidly growing ever since. It is new strategic marketing software that is actively helping over 7,500 companies within 46 countries by generating personal research including blogging, social media, email marketing, etc. Hubspot’s marketing techniques have been used for online companies such as Twitter, LinkdIn, among many others.

Brian Halligan, one of the co-founders of HubSpot, stated the following in one of his blog posts on the site: “Rather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing “inbound marketing” where you help yourself “get found” by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through search engines, the blogosphere, and social media. I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and I advocate that those ratios flip.” This is the driving force behind the company today.

With the competition that is present in today’s business world, it is crucial to have a tactical plan to further market one’s brand. HubSpot achieves this by taking the best inbound marketing techniques and combining them into one spot, which is exactly what HubSpot accomplishes. This innovative tool is not free, but there is a free trial run that one can sign up for prior to buying a full subscription. In a country where the use of social media has increased a whopping 356% in six years, it is no secret that social media is now a competitive market. A company generally needs to be utilizing social media better than their competitors to be successful. HubSpot helps with this because it compares a company to their competitors on a social level and teaches a company how to develop and grow faster than its competitors. It also educates companies on how to create exciting, new content for the public and how to use cross-channel campaigns. These services that HubSpot offers allow businesses to stand out in today’s very crowded business market.

The proof that HubSpot is effective is in the statistics. Studies show that on average, after three months of use, HubSpot users experience 32% more leads per month and 24.6 times more leads after twelve months of use. In 2011, HubSpot grossed over thirty million dollars in revenue. Internationally, HubSpot is growing at a rate of 200% a year and even has scheduled to open a new headquarters in Dublin in 2013. The opening of this new headquarters is expected to provide 150 jobs for the citizens of Ireland and already employs 300 people in the United States.

Since the creation of HubSpot in 2006, the company has been quickly evolving. Not only are more companies using it, but the company has provided many jobs in a time where new jobs are a worldwide necessity. With the increase of social media influence in society today, companies such as HubSpot are essential in aiding a company convey its message to a large pool of consumers.

Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn

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