HubSpot Presentation

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Hubspot Business Strategies
1. How has HubSpot begun to differentiate its product as it learned more about its customers?
In 2008, HubSpot was already receiving around 300,000 unique visits to their site and has decided to focus on marketing to two types of customers: small business owners and marketers ADDIN Mendeley Citation{05827de6-5434-485c-8dbe-b57cbf2e2bd8} CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "author" : [ { "family" : "Steenburgh", "given" : "Thomas" }, { "family" : "Avery", "given" : "Jill" }, { "family" : "Dahod", "given" : "Naseem" } ], "container-title" : "Harvard Business School", "id" : "ITEM-1", "issue" : "49", "issued" : { "date-parts" : [ [ "2011" ] ] }, "title" : "HubSpot: Inbound Marketing and Web 2.0", "type" : "article-journal", "volume" : "9" }, "uris" : [ "/documents/?uuid=05827de6-5434-485c-8dbe-b57cbf2e2bd8" ] } ], "mendeley" : { "manualFormatting" : "(Steenburgh, Avery, and Dahod 8)", "previouslyFormattedCitation" : "(Steenburgh, Avery, and Dahod)" }, "properties" : { "noteIndex" : 0 }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" } (Steenburgh, Avery, and Dahod 8). Through this method, the company was able to get 1,000 customers. While this strategy has allowed Hubspot to be cost effective, it has created a problem for the company: its customers are so diverse (different industries, different needs) that prioritizing development of software has become difficult.
They have allowed their clients to choose only the features they will need for their businesses so that prices do not become prohibitive. The company enables its clients to create their own website using HubSpot`s proprietary CMS, and has created effective strategies for lead generation and analysis of marketing metrics. Aside from these basic features, the company allows small business owners to integrate existing websites to the Hubspot platform for easier management. Meanwhile, marketers for large enterprises can avail of more technical features such as API webhook, billing system integration and events tracking ADDIN Mendeley Citation{1555f42f-6d5a-4fab-a6af-856c01f33778} CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "URL" : "/Portals/53/docs/HubSpotEditions-2011.pdf", "accessed" : { "date-parts" : [ [ "2011", "10", "8" ] ] }, "author" : [ { "family" : "Hubspot", "given" : "" } ], "id" : "ITEM-1", "issued" : { "date-parts" : [ [ "2011" ] ] }, "title" : "Compare Editions", "type" : "webpage" }, "uris" : [ "/documents/?uuid=1555f42f-6d5a-4fab-a6af-856c01f33778" ] } ], "mendeley" : { "previouslyFormattedCitation" ...