Hubspot Innovation Process

[pic 1]        Group E-Special

HubSpot was formed in 2006 by the combination of Brian Halligan’s marketing, sales and venture capital expertise and Dharmesh Shah’s technological knowledge and experience as a successful entrepreneur. At the time, the effectiveness of traditional marketing and sales methods were changing, with the emergence of Web 2.0. Both had strong market sensing and recognized the transformative power of the internet, especially in small business operations. HubSpot was located near MIT, and came to be known for its inbound marketing strategies and practices through the use of Web 2.0 tools and applications, like blogging, search engine optimization and social media. 

Their customers went from professional services, health care, software, real estate, to construction materials. They realized a segmentation described by businesses selling to other businesses (B2B), as well as businesses selling directing to consumers (B2C). They segmented their customers as Owner Ollie (small business owners accounting for 73%) and Marketer Mary (marketing professionals accounting for 27%). The cost to acquire them was $1000 and $5000 respectively. Their main objective was to scale up business operations based on huge market potential. In order to begin the expansion, certain strategic issues had to be addressed, pertaining to the diverse customer base, and the complexity associated with it.

Aleks Zlatic [pic 2] - Humberto Tafolla [pic 3] -  Lynda Madu [pic 4] - Marc Maramag [pic 5]  Marina Leonova [pic 6]   - Mark Berger [pic 7] - Simone Schiassi [pic 8] for Group E-Special