Tag: Hubspot

01
Mar

What Hubspot’s IPO Announcement Says About the Future of Marketing

Yesterday, the Wall Street Journal reported marketing software company Hubspot has started IPO discussions with Morgan Stanley after achieving 50% year-over-year revenue growth in 2013 to $77 million. As most already know, Hubspot’s central offering is a suite of software that helps companies manage their inbound marketing, a strategy focused on creating quality content to pull people toward your company’s website and products.

At its core, inbound marketing is a structured marriage between content marketing and analytics, centered around an owned content hub: your brand’s website. Hubspot’s own value creation in this space has come from providing agencies and brands — primarily SMBs — with a system of record for website-based marketing content to drive business leads. Although Hubspot and similar SaaS vendors like Marketo are often designated “marketing automation” software, their true focus is about influencing the customer lifecycle with content, then tracking their progress from prospect to customer.

To me, Hubspot’s recent success — and their decision to now go public — highlights three important trends currently happening in marketing, ones that will have significant influence on what inbound becomes.

1. The marketing funnel now extends well beyond the website. Originally, inbound was a marketing system with the website (and its blog) at the center. But several of Hubspot’s recent product releases — in particular social inbox — tie into a broader theme that social (largely due to mobile) has massively broadened the outer reaches of the marketing funnel. Buyers don’t contact brands until the majority of their purchasing decision process is already complete, and 78% of consumer purchasing decisions are influenced by social. Social platforms are the first place buyers learn about and interact with brands, and its not an owned part of the funnel. The shape and size of the content marketing landscape is changing, and it’s driven by social.

Inbound Marketing and Content Marketing Usage Trend Growth

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12
Nov

What Dharmesh from Hubspot Taught Me About Google+

Right or wrong, I consider myself a fairly tech-savvy marketer. I’ve built close to a dozen websites, advised companies ranging from Fortune 100’s to two-person team startups on how to optimize aspects of their digital strategy and gotten hundreds of thousands of views and clicks on an assortment of content and conversion destinations. And, given my background, I’ve been well aware of Hubspot for some time. I first got a demo of Hubspot’s lead gen analysis tools in 2010 and recall immediately thinking “Wow. This much knowledge about your inbound traffic is powerful.”  Turns out I wasn’t the only one thinking that by a long shot. And as an active member of the Boston-Kendall-Cambridge tech scene, I’m even more aware of Hubspot’s dramatic rise to prominence in the Boston startup scene, as well as the reverence the entire entrepreneurial community holds for Hubspot Founder and CTO, Dharmesh Shah.

“He’s so impressive,” a friend and Hubspot colleague once told me; “still highly active in the code base – an incredible analyst and tireless innovator.”

So when I caught on Twitter that Dharmesh was speaking at an Intelligent.ly event (aside: in the very cool 500 Harrison BzzAgent South End co-working space, right above Cincocento, the Aquitaine Group’s elegant new restaurant loft), I made the trip over from Kendall to see what I could learn from the Hubspot luminary.Continue Reading..