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    Hubspot: Inbound Marketing and Web 2.0: Market Research For A New Product Introduction

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    Animesh Chakraborty
    This document discusses market research for a new product introduction by HubSpot. It analyzes inbound marketing, HubSpot's competitors, and customer segmentation. [1] Inbound marketing focuses on practices that attract prospective customers through content, search engine optimization, and engaging online communities. The key components are useful content, content distribution, and building an engaged community. [2] HubSpot's competitors are analyzed based on how they operate within the customer funnel of generating traffic, qualifying leads, and closing sales. HubSpot offers an affordable SaaS model compared to more expensive options like Eloqua. [3] HubSpot's customers are segmented by type, business nature, and content management system use

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    Hubspot: Inbound Marketing and Web 2.0: Market Research For A New Product Introduction

    Uploaded by

    Animesh Chakraborty
    66 views4 pages
    This document discusses market research for a new product introduction by HubSpot. It analyzes inbound marketing, HubSpot's competitors, and customer segmentation. [1] Inbound marketing focuses on practices that attract prospective customers through content, search engine optimization, and engaging online communities. The key components are useful content, content distribution, and building an engaged community. [2] HubSpot's competitors are analyzed based on how they operate within the customer funnel of generating traffic, qualifying leads, and closing sales. HubSpot offers an affordable SaaS model compared to more expensive options like Eloqua. [3] HubSpot's customers are segmented by type, business nature, and content management system use

    Original Description:

    Hubspot case analysis

    Original Title

    Hub Spot

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    This document discusses market research for a new product introduction by HubSpot. It analyzes inbound marketing, HubSpot's competitors, and customer segmentation. [1] Inbound marketing focuses on practices that attract prospective customers through content, search engine optimization, and engaging online communities. The key components are useful content, content distribution, and building an engaged community. [2] HubSpot's competitors are analyzed based on how they operate within the customer funnel of generating traffic, qualifying leads, and closing sales. HubSpot offers an affordable SaaS model compared to more expensive options like Eloqua. [3] HubSpot's customers are segmented by type, business nature, and content management system use

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    66 views4 pages

    Hubspot: Inbound Marketing and Web 2.0: Market Research For A New Product Introduction

    Uploaded by

    Animesh Chakraborty
    This document discusses market research for a new product introduction by HubSpot. It analyzes inbound marketing, HubSpot's competitors, and customer segmentation. [1] Inbound marketing focuses on practices that attract prospective customers through content, search engine optimization, and engaging online communities. The key components are useful content, content distribution, and building an engaged community. [2] HubSpot's competitors are analyzed based on how they operate within the customer funnel of generating traffic, qualifying leads, and closing sales. HubSpot offers an affordable SaaS model compared to more expensive options like Eloqua. [3] HubSpot's customers are segmented by type, business nature, and content management system use

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 4
    At a glance
    Powered by AI
    The key takeaways are that inbound marketing focuses on attracting customers through content, search engine optimization and social media. It has three components: creating useful content, distributing the content so it can be found, and engaging followers to interact and share the content.

    The three components of inbound marketing are: 1) Creating compelling content to attract customers, 2) Distributing the content so it can be found through search engines, and 3) Engaging a community of followers to interact with and share the content.

    HubSpot's competitors are mainly divided into three areas according to the customer funnel: creating traffic, analyzing and qualifying leads, and closing sales. Most competitors focus on only one area, though some offer integrated services across all three.

    ASSIGNMENT NAME:

    HubSpot: Inbound Marketing and


    Web 2.0
    Market Research for a New Product Introduction

    ASSIGNMENT CODE:

    Names of Team Members:


    FT Number Student Name
    FT183032 Gopinath Kanchi
    FT183073 Rima Dutta
    FT183021 Ashka Patel
    FT183065 Prasanna Joshi
    FT183079 Sahil Arora
    FT183057 Nikhilesh K
    FT183074 Rishabh Singh
    1. What is inbound marketing and what are the components of the
    same?

    Inbound marketing focuses on the practices and strategies that pull prospective
    customers towards a business and its products, through to use of Web 2.0 tools
    and applications like blogging, search engine optimization and social media.

    There are three components of the inbound marketing,


    i) The ability to write compelling content that would attract customers to the
    business. This should be useful to customers and not just a promotional
    message.
    ii) The ability to distribute that content so that it was easily found by
    prospective customers using search engines, which required a
    sophisticated understanding of search engine optimization.
    iii) The ability to attract and engage a community of followers who interacted
    with the content, added their thoughts to it in an ongoing dialogue, and
    disseminated it to others.

    2. Competition Analysis (based on customer funnel)

    There are many competitors in market for HubSpot like Eloqua, Web Position,
    Nielsens BuzzMetrics Services, Ektron, Traction, Marketo, Coremetrics,
    Marketing Sherpa.

    The competitor Eloqua was really expensive and complicated. I was


    appropriate for the larger enterprises. There was a general review about
    Eloqua that if one can get it to work, it is the super powerful, but one has to
    give up a big amount to pay for it and the organization needs to hire a full-
    time employee to run it because they have all the difficult scripting
    languages.

    Whereas HubSpot used a software-as-a-service(SaaS) pricing strategy for its


    product. Rather than paying a large up-front fee, customers paid a smaller
    monthly fee (between $250 and $500), much like a gym membership.
    HubSpot was providing four hours of consulting for $500.

    The competitors mentioned above were divided in mainly three activity areas
    according to customer funnel which are,
    i) Create Traffic
    ii) Analyze and qualify leads
    iii) Close Sales

    Most of the HubSpots competitors chose to play in only one of those areas,
    although some offered integrated services that spanned all the three.

    3. Customer Analysis (Needs, market composition)

    On the bases of the type, nature and CMS of the customers the whole customer
    group was divided three ways as mentioned below,

    On the bases of type of the customer they were divided in two ways,

    i) Owner Ollies and ii) Marketer Marys

    Where Owner Ollies was 73% of the HubSpots customers and Marketer Marys was
    the remaining 27% of HubSpots customers.

    The same way if we distribute the HubSpots customers on bases of the


    nature of the business the major two categories are
    i) B2B and ii) B2C

    Where B2B was 68% of the HubSpots customers and B2C was the remaining 32%
    of HubSpots customers.

    An another category on the bases of CMS the HubSpots customers are


    distributed in three categories, which are

    i) Greater than 25 CMS


    ii) Less than 25 CMS
    iii) Non-CMS companies

    Where 85% companies fall into the Non-CMS (Content Management System)
    category, 13% companies fall into Less than 25 CMS and only 2% companies fall
    into greater than 25 CMS category.
    4. Segmentation, Targeting & Positioning - Which segment to target?
    5. Issues and Solutions (Marketing Strategy to be adopted)

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