Marketing on the Web References 1. E-Business: Gary Schneider‚ 10th Edition Chapter 5 UOL CO 3323 L4 - Marketing on the Web 1 Learning Objectives In this chapter‚ you will learn: • How firms use product-based and customer-based marketing strategies • About communicating with different market segments • To identify customer relationship characteristics • About the customer relationship life cycle • How companies advertise on the Web UOL CO 3323 L4 - Marketing on the Web
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Dharmesh Shah of upstart inbound-marketing firm HubSpot have come to a crossroads in their business model. The direction of the company must adapt in order to continue on the stated path of growing as big as possible‚ as fast as possible. HubSpot is facing two problems that it must address in order to accomplish its goals. First‚ HubSpot has a corporate culture centered on an evangelical attitude towards inbound-marketing. HubSpot offers the services of inbound-marketing‚ which uses strategies such
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Hubspot 2.0 was founded in 2006 and quickly garnered acclaim and buzz‚ receiving numerous awards early on. Yet‚ Hubspot 2.0 is now at a critical junction: they must decide how best to scale up their business so they can they can meet their venture partners’ expectations. Founders Brian Halligan and Dharmesh Shah have heard that you took an awesome Intro to Marketing Course and they now want you to evaluate Hubspot 2.0 from a marketing perspective. In particular‚ they have asked you to write
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strategy which Hubspot should follow for further developing their business‚ we need to first understand its customers‚ its competitors and the company itself. Customers:- Right now‚ HubSpot is serving different customers with different requirements. This causes their engineering and sales staff to be stretched thin. They are falling behind on product releases and their sales staff is converting only 4% (exhibit 10) of the potential market into customers. To increase efficiency‚ HubSpot should narrow
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Case 1: HubSpot: Inbound Marketing and Web 2.0 1. Customer lifetime value = lifetime (in months) * monthly payments (Exhibit 7) – acquisition cost (pp. 8) Customer life time = 1/churn rate (Table A) Marketer Marys: CLV = (1/ 3.2%) * 500 – 5‚000 = 10‚625 Owner Ollies: CLV = (1/ 4.3%) * 250 – 1‚000 = 4‚813.95 B2B: CLV = (1/ 3.3%) * 375 – 3‚000 = 8‚363.64 B2C: CLV = (1/ 6.0%) * 375 – 3‚000 = 3‚250 2. HubSpot is not finding and serving the right set of customers. Even if at first it was very important
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Inbound Transportation WHITE PAPER Identifying Opportunities With Your ? $ $ In brief With the right processes and visibility‚ companies of any size can improve the inbound segment of the supply chain. There are multiple components in an inbound program. In this paper‚ we’ll focus on how visibility and business processes can drive improved savings and service. Contents Common inbound logistics gaps Where you’ll find inbound savings How to start an inbound program Visibility and
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HubSpot: Inbound Marketing and Web 2.0 Highlighted S.W.O.T. Analysis Strengths * HubSpot is considered a leader and innovator in inbound marketing strategies/practices and a sought after producer of Web 2.0 technology (applications and software). * HubSpot has already reached 1000 customer mark. * coined the term ’inbound marketing’. * HubSpot’s freeware (The Website Grader‚ The Twitter Grader and The Facebook Grader) had proved extremely popular. * In 2009 more
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5C Analysis Company HubSpot provides an inbound marketing system in the Web 2.0 space. As the business is fast growing‚ 329% of the yearly growth rate of new customers in 2008 (Exhibit 10)‚ HubSpot wants to accelerate its growth. While HubSpot has a complete inbound marketing system and the supporting HubSpot Services Group which could be a strong base for its further growth‚ it also has some issues to be addressed. Even though the inbound marketing programs bring a diverse customer base that can
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Halligan and Shah‚ the founders of HubSpot‚ are faced with the question of how to accelerate Hub Spot’s growth rate and increase profitability. HubSpot recently broke the 1‚000 customer mark and management needs to decide whether to continue targeting both Marketer Mary’s (MMs) and Owner Ollie’s (OOs)‚ or either the MMs or OOs exclusively. We have analyzed the revenue projections for the different market segments and arrived at our decision based on the potential customer growth in each segment
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HubSpot Should HubSpot expand its promotional tools to include more traditional ‘interruption’ type communications? I do not believe HubSpot should pursue a more traditional type of communication. I believe doing so would undermine its brand and credibility in the marketplace. Moreover‚ adopting a more traditional‚ outbound marketing communications strategy would seem the wrong move for a company that hasn’t even properly targeted its customer base. Whom would they target with an outbound campaign
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