Hubspot Case

2795 words 12 pages
Problem Statement
Hubspot’S Challenge: Hubspot emphasizes that it will do only INBOUND marketing. That is the real problem and hence Hubspot’s real problem is the business strategy and not the marketing strategy. Inbound marketing cannot be a stand-alone strategy for a company but since Hubspot champions it, it has in effect cornered itself. Problem with Inbound is , it is a “carpet-bombing” air-war scheme which works in limited mode but in reality market demands “more targeted” ground-war scheme to break through the clutter. This means delivering high quality content to “right” audience and not just to everyone. You also have to do it across multiple channels, which may smell of some “outbound” marketing strategies like phone, direct
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Recommended customer segmentation:
Hubspot does not have luxury to ignore any particular segment of its market which comprises of owner ollies and Marketer Marys. The business models it servers are B2B and B2C. It should put increased focus and energy on Marketing Mary’s and B2B segments. It can make changes to its technologies, business model and pricing structure such that its value proposition for very small businesses and B2C remains attractive to customers and drive the Hubpot branding. Hubpsot can not continue to treat all their marketing segments equally. It must divide its focus per the marketing maturity of its customer segments. The Owner ollies market is in basic maturity level which is bordering on chaotic. The marketer mary market segment is an established and predictable maturity level. Similar, B2B segment displays managed maturity level while B2C is basic and chaotic maturity level.
The issue is in the inbound model for Hubspot, custromers such as Owner Ollies