HubSpot Analysis
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Get it written →Instructions
For this week, you must read "HubSpot: Inbound Marketing and Web 2.0." This case introduces the concept of inbound marketing and some of the challenges facing the founders of Hubspot. Each of you will be asked to provide a marketing plan as a response to these challenges.
The following guidance questions may be helpful in developing your write-up:
- Do you agree with Hubspot that the “rules of marketing” have changed? If so, how? Is inbound marketing the answer? Why or why not?
- Is Hubspot finding and serving the right set of customers? As a start-up, should it widen its focus? Or narrow their target by focusing exclusively on either Owner Ollies or Marketer Marys? Should Hubspot focus on B2B or B2C?
- Should Hubspot do more product differentiation? Should it change its pricing strategy? Does the software-as-a-service pricing model work for both Owner Ollies and Marketer Marys?
- Are Halligan and Shah being too stubborn by not doing any outbound marketing? Should they continue to focus on inbound marketing alone?
Requirements
In order to successfully complete this assignment, you should:
- After reading the case, use the guidance questions to write a not-to-exceed 4-page response outlining your recommendation(s) for each issue and the rationale for each recommendation.
- Use the Marketing Framework to structure your analysis and plan of action in support of your recommendations.
- Remember that data to back up each recommendation would make your recommendation more persuasive.
- This Framework is the basis for the assessment rubric.
- The final submission should be in the form of a memo to Hubspot executives with a clear summary of the recommended actions. Remember that this should be a persuasion document, not a research summary.
- Submit your recommendations with any backup exhibits by the date specified. There is no limitation on the number of backup exhibits.
| Criteria | Ratings | Pts | |||||
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This criterion is linked to a Learning OutcomeAnalysis
-Customer needs/Sales vs. Marketing
-Market segmentation & sizing/Owner Ollies and Marketer Marys -Competitive position and SWOT -Brand equity and CLV -Web 2.0 and the role of Business Model -Value Proposition |
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This criterion is linked to a Learning OutcomeStrategy/Plan
-Strategic Objectives and Customer choice
-Product offering -Pricing approaches -Growth and scaling up via promotional strategies -Financial Impact |
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This criterion is linked to a Learning OutcomeImplementation
-use of Freeware
-Impact of outbound approach on brand -VC concerns and long term funding |
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Total Points: 120
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