Description
Inbound Marketing of HubSpot initially describes the various problems such as which customers to serve, pricing model and the scalability and supplement inbound programs with traditional outbound programs. It highlights the business of hubspot which is basically building software for executing inbound marketing campaigns. It describes the current business model and the customer profile. It then lists down the proposed business model and the advantages of the same.
HubSpot: Inbound Marketing and Web 2.0
Problems in the case
• • • • Which Customers to serve Pricing Model to be used Scalability of the model Supplement inbound programs with tradition outbound programs
Business of Hubspot
• Builds software products for executing inbound marketing campaigns • Targeted at Small Business B2B and B2C customers • As a policy relied only on Inbound marketing to attract and convert customers • Software as a service (SaaS) • Positioned as an alternative to outbound marketing techniques.
Current Business Model
Web Content – pod casts , blogs, social media, free demos
Customer Learns and uses productMonthly Subscription fees
Subscribe to get more information
Sale – Initial Fees
Fill lead forms
50% weed out
Sales team contacts customer
Customer Profile
Small Business Owner- Owner Ollie • Interested in the Web 2.0 • Does not have expertise • Does not have time • Interested in attracting customers. Stops subscriptions after initial phase. • $500 consulting fee at start and $250/month subscription fee • Acquisition cost is $1000 • Churn rate is 4.3% • Customer LTV = $5250
Customer Profile
Marketing Professionals at larger firms- Marketer Mary • Has a dedicated marketing team, web consultants • Interested in ROI • Interested in Analytics and reports and • $500 consulting fee and $500/month ongoing fee • Acquisition cost is $5000 • Churn rate is 3.2% • Customer LTV= $10975
Proposed Business Model
Owner Ollie Margins on subscription fee and initial fees Channel Partner provides consultancy and customizes Provide Leads to Channel Partner Sales team contacts customer Marketer Mary Web Content – pod casts , blogs, social media, free demos
Customer Learns and uses productMonthly Subscription fees
Subscribe to get more information
Sale – Initial Fees
Fill lead forms
Advantages of New Business Model
• Scalability • Owner Ollie has access to expertise provided by channel partners • HubSpot can charge training fees to channel partners • Older model would suffice Marketer Mary
THANKYOU
doc_712248760.pptx
Inbound Marketing of HubSpot initially describes the various problems such as which customers to serve, pricing model and the scalability and supplement inbound programs with traditional outbound programs. It highlights the business of hubspot which is basically building software for executing inbound marketing campaigns. It describes the current business model and the customer profile. It then lists down the proposed business model and the advantages of the same.
HubSpot: Inbound Marketing and Web 2.0
Problems in the case
• • • • Which Customers to serve Pricing Model to be used Scalability of the model Supplement inbound programs with tradition outbound programs
Business of Hubspot
• Builds software products for executing inbound marketing campaigns • Targeted at Small Business B2B and B2C customers • As a policy relied only on Inbound marketing to attract and convert customers • Software as a service (SaaS) • Positioned as an alternative to outbound marketing techniques.
Current Business Model
Web Content – pod casts , blogs, social media, free demos
Customer Learns and uses productMonthly Subscription fees
Subscribe to get more information
Sale – Initial Fees
Fill lead forms
50% weed out
Sales team contacts customer
Customer Profile
Small Business Owner- Owner Ollie • Interested in the Web 2.0 • Does not have expertise • Does not have time • Interested in attracting customers. Stops subscriptions after initial phase. • $500 consulting fee at start and $250/month subscription fee • Acquisition cost is $1000 • Churn rate is 4.3% • Customer LTV = $5250
Customer Profile
Marketing Professionals at larger firms- Marketer Mary • Has a dedicated marketing team, web consultants • Interested in ROI • Interested in Analytics and reports and • $500 consulting fee and $500/month ongoing fee • Acquisition cost is $5000 • Churn rate is 3.2% • Customer LTV= $10975
Proposed Business Model
Owner Ollie Margins on subscription fee and initial fees Channel Partner provides consultancy and customizes Provide Leads to Channel Partner Sales team contacts customer Marketer Mary Web Content – pod casts , blogs, social media, free demos
Customer Learns and uses productMonthly Subscription fees
Subscribe to get more information
Sale – Initial Fees
Fill lead forms
Advantages of New Business Model
• Scalability • Owner Ollie has access to expertise provided by channel partners • HubSpot can charge training fees to channel partners • Older model would suffice Marketer Mary
THANKYOU
doc_712248760.pptx