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Course Code : MMXXXX Prasetya

Course Name : Marketing Management


prasetya.xxx@gmail.com

Assignment 1 : HubSpot: Inbound Marketing and Web 2.0

1. Do you agree with HubSpot that the 'rules of marketing have changed? If so, how? Is inbound marketing
the answer? Why or why not?

Yes, I agree with that rule. Currently the use of blogs, vlogs, social media such as Youtube, Facebook,
Instagram, Twitter is growing very rapidly. In general, most people using internet looking for something
they need and feel uncomfortable with the unwanted ads while searching activities. Inbound marketing
is a marketing strategy implemented by the business company to help the right customers finding the
products and/or services they need faster and more efficient with lower cost than traditional outbound
marketing by using systems of tools such as : Content Management System (CMS) and Search Engine
Optimization (SEO) and training.

2. Is HubSpot finding and serving the right set of customers? Given its position as a start-up company,
should it widen its focus to serve any customer that comes its way? Or narrow their target, by focusing
exclusively on either Owner Ollies or Marketer Marys? Or by focusing exclusively on either B2B or B2C
customers?
As a start-up company, HubSpot already served diverse customers and developing different standard
for their needs. In the future, i think HubSpot need to narrow their target by focusng on Owner Ollies
because there is a high potential market for small and mediu size businesses in United States which
will increasw their portfolio become higher than 73%.
HubSPot also need to focus on B2B Customers because theyobtain mre greater value from inbound
marketing than B2C Customers. It will make B2C Customers as the loyal customers in long term.

3. HubSpot has begun to differentiate its products as it has learned more about its customers. Should it do
more? Should its pricing strategy change too? Does the software-as-a-service (SaaS) pricing model work
for both Marketer Marys and Owner Ollies? Should HubSpot try to immediately capture more value for
either of these customers?
HubSpot needs to improve their CMS product to attract more Owner Ollies and Marketer Marys to
host their website in there. They need also consider using Instagram not only Facebook and Twitter.
The pricing strategy software-as-a-service (SaaS) is effective for both Owner Ollies and Marketer
Marys because this payment type make HubSpot more competitive than others.
HubSpot need to capture more value from Owner Ollies by scaling up their business.

4. Are Halligan and Shah being too stubborn by not doing any outbound marketing? Or should they
continue to practice what they preach by focusing on inbound marketing alone

The HubSpot vision was centered around inbound marketing, i think they need to focus on that
eventhough their customers most likely have a mix of inbound and outbound marketing. HubSpot need
to develop and continue improving their tools with competitive price strategy like annual discount fee.
They also need to actively promote their HubSPots Free Marketing Grader Tool in the internet.

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