HUB SPOT

SUMMARY

• Hub Spot is a software company incorporated in 2006.

• Build and sells inbound marketing software to business.
• Providing Web 2.0 tools and applications such as blogging,
search engine optimization (SEO), webinars, and social media.
• HubSpot would help create and manage a customer funnel to
become the market leader of the inbound marketing space.
 PROBLEM IDENTIFICATION

• Define market segmentation and targeting strategies.

• Lack of an improved pricing model.
• Competitor with same services and tools.
• Customers include both B2B and B2C companies.
THEORIES RELATED
TO THE CASE
 IDIC Model

  Description Case analysis

HubSpot attracted its own customers by using
inbound marketing techniques. HubSpot graded
Identification of leads and customers leads on a 10-point scale; prospects with grades of
Idenify and enrichment of those leads 7 to 10 were a high priority for
the sales force. They pursued these leads by
contacting the potential clients and presenting
HubSpot’s
differentiation based on how much products through an online demonstration
Differenciate value a business expects from a

IDIC business

interaction with prospects and clients Salesperson educated customers about the products

MODEL Interact
to know customer needs and wants HubSpot offeres and the concept of inbound
to send personalized content and marketing. Sales force influenced product selection
communications and customer expectations

Members of Lopin’s consulting team integrated the

Customize approach based on what products with the customer’s existing systems. They
Customise the firm has learnt through the also helped subscribers transform the way they
previous steps to provide custom generated new customers through inbound
tailor-made services marketing using HubSpot software. Working directly
with subscribers provided consultants with a unique
opportunity to educate them about what the
software suite could do for their business and to
revolutionize the way they conducted marketing
 ANTECEDENTS TO
CUSTOMER CHURN
Price
Sensitivity
Type of Business (B2B/B2C)

Service Quality

Customer
Customer loyalty Churn
Satisfaction

Length of Association
Brand Image
Kano Model and Payne’s 5 Forces
Model