HubSpot: Inbound Marketing and Web


None of [the old rules of marketing] are true anymore. The Web has transformed the rules, and

you must transform your marketing to make the most of the Web-enabled marketplace of ideas.

—David Meerman Scott, author of The New Rules of Marketing and


Business was good at HubSpot. Founders Brian Halligan and Dharmesh Shah were thrilled with

the progress their young company had made in the two years since they began their journey to

convince corporate America that the rules of marketing had changed. To be successful in

the marketplace, HubSpot needed to be much more than just a software company. Its founders

had to become evangelists, preaching a new way of doing business that would fundamentally

change how marketers reached their customers. To their great pleasure, Halligan and Shah were

finding a willing audience for their ideas. HubSpot was now considered a thought leader in the Web

2.0 space, coining the term “inbound marketing” to describe marketing strategies and practices that

pulled prospective customers toward business and its products, through the use of Web 2.0 tools

and applications like blogging, search engine optimization, and social media.

Case Analysis Format Guidelines

Cover Page

Executive Summary (Two Paragraphs)

(Written last to focus on key points/findings)

Introduction (One Page)

Current Situation Analysis and pertinent Background including a synopsis of the relevant

information from the case analysis.

Body (Five pages)

These are broad examples. Your specific subsections titles will vary based upon the

marketing topic/focus you select:


  •  Target Market Identification
  •  Market Needs
  •  Analysis of Case
  •  Key Issues/Goals
  •  Recommendations
  • Conclusion (One Page)