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{{third-party|date=October 2012}}
{{third-party|date=October 2012}}
{{self-published|date=October 2012}}
{{self-published|date=October 2012}}
}}
}}{{Infobox company

{{Infobox company
|name = HubSpot, Inc.
|name = HubSpot, Inc.
|company_logo = [[File:HubSpotlogo.png|155px]]
|company_logo = [[File:HubSpotlogo.png|155px]]
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Mark Roberge, SVP Sales and Services<br />
Mark Roberge, SVP Sales and Services<br />
David Stack, CFO<br />
David Stack, CFO<br />
|industry = Software
|industry = Internet Marketing<br />Web Analytics<br />Online Marketing |
|products = HubSpot Basic<br />HubSpot Professional<br />HubSpot Enterprise<br />Consulting service
|products = Consulting service
|num_employees = 179 (2011)<ref name=incprofile>{{cite web|title=hubspot proifle|url=http://www.inc.com/inc5000/profile/hubspot|publisher=Inc.com|accessdate=6 October 2012}}</ref>
|num_employees = 170 (07/26/2010)<ref>{{cite web
<br />304 (2012)<ref name="incprofile"/>
| url = http://onstartups.com/tabid/3339/bid/13420/Startup-Culture-Lessons-From-Mad-Men.aspx
|revenue = $28.5 million (2011)<ref name="incprofile"/>
| title = Startup Culture Lessons From Mad Men
}}
}}</ref><br />280 (06/23/2011)<ref>{{cite web

| url = http://www.hubspot.com/blog/bid/16943/HubSpot-Acquires-Marketing-Automation-Company-Performable
'''HubSpot''' is a marketing software company based in Cambridge, Massachusetts. It offers software platform for increasing web traffic and converting them to leads and customers.<ref name="incprofile"/> It was founded at the Massachusetts Institute of Technology (MIT) by Brian Halligan and Dharmesh Shah in June 2006.
| title = HubSpot Acquires Marketing Automation Company Performable

}}</ref>
300 (12/15/2011)<ref name="seventysix">{{cite news
| last =Moore
| first =Galen
| title =Akami CFO Sherman Leaves for HubSpot
| newspaper =Mass High Tech
| date =February 9, 2012
| url =http://www.masshightech.com/stories/2012/02/06/daily30-Akamai-CFO-Sherman-leaves-for-HubSpot.html
| accessdate =Retrieved February 27, 2012. }}</ref><ref name="onehundrednine">{{cite news
| last =Skok
| first =David
| title =HubSpot’s Best Practices for Managing SaaS Inside Sales
| newspaper =ForEntrepreneurs
| date =November 22, 2011
| url =http://www.forentrepreneurs.com/hubspot-saas-inside-sales/
| accessdate =February 27, 2012 }}</ref>
|revenue = $15.6 million (2010)<ref name="inc-2010-09">{{cite journal
| url = http://www.inc.com/magazine/201109/inc-500-brian-halligan-hubspot.html
| title = My Story: Brian Halligan of HubSpot
| author = Eric Markowitz
| work = Inc. magazine
| date = September 2010
| accessdate = December 3, 2011
}}</ref><br>
$30 million<ref name="seventysix"/><ref name="onehundrednine"/>}}
'''HubSpot''' is a venture-funded marketing software company based in Cambridge, Massachusetts. The company was founded at the Massachusetts Institute of Technology (MIT) by Brian Halligan and Dharmesh Shah in June 2006. Many of its first customers, employees and investors were from the MIT community. From 2007-2011 the company grew 6,015 percent and from a few hundred to 5,000 customers.


HubSpot is known for using itself as an example of the inbound marketing strategy it develops software for. It produces original research on marketing disciplines including blogging, social media, email marketing, and lead nurturing which is shared in reports, webinars, blogs and other digital publishing channels. One such data-driven webinar broke the Guinness World Records for most attendees in a webinar.
HubSpot’s software is intended to help businesses do inbound marketing and generate sales leads online in much the same way HubSpot does for itself. HubSpot’s company culture is dubbed as “post modern”. It has unlimited vacation days, flexible work schedules and a program to foster internal entrepreneurship.


==History==
==History==
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| url =http://www.entrepreneur.com/magazine/entrepreneur/2010/april/205496.html
| url =http://www.entrepreneur.com/magazine/entrepreneur/2010/april/205496.html
| accessdate = February 27, 2012}}
| accessdate = February 27, 2012}}
</ref> Both had backgrounds in the software industry and planned to launch new companies to create software for small businesses after earning their degrees. Shah invested the first $500,000 in HubSpot followed by [[Edward B. Roberts]], Founder and Chair of the [[MIT Entrepreneurship Center]].<ref name="ten"/> A majority of HubSpot’s early customers, investors and employees were MIT classmates, professors, alumni and community members.<ref name="onehundredfortynine">{{cite news
</ref> According to interview by an MIT candidate with the company, both had backgrounds in the software industry and planned to launch new companies to create software for small businesses after earning their degrees. Shah invested the first $500,000 in HubSpot followed by [[Edward B. Roberts]], Founder and Chair of the [[MIT Entrepreneurship Center]].<ref name="ten"/> A majority of HubSpot’s early customers, investors and employees were MIT classmates, professors, alumni and community members.<ref name="bernstein">{{cite news
| title =Interview with Brian Halligan, CEO & Co-Founder of Hub Spot
| title =Interview with Brian Halligan, CEO & Co-Founder of Hub Spot
| newspaper =EntrepreneurshipReview
| newspaper =Noam Bernstein
| date =May 24, 2011
| date =May 24, 2011
| url =http://miter.mit.edu/article/interview-brian-halligan-ceo-co-founder-hub-spot
| url =http://miter.mit.edu/article/interview-brian-halligan-ceo-co-founder-hub-spot
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| accessdate =February 27, 2012 }}</ref> Two years were spent in discussions before HubSpot incorporated in June 2006.<ref name="ten"/>
| accessdate =February 27, 2012 }}</ref> Two years were spent in discussions before HubSpot incorporated in June 2006.<ref name="ten"/>


[[File:HubSpot Growth.png|thumb|right|Number of HubSpot customers from 2006-2011]] The company was founded on the idea that traditional marketing was broken and the tools needed to do [[inbound marketing]] were too complex and disconnected.<ref name="onehundredseventeen">{{cite news
The company was founded on the idea that traditional marketing was broken and the tools needed to do [[inbound marketing]] were too complex and disconnected.<ref name="onehundredseventeen">{{cite news
| last =Zieger
| last =Zieger
| first =Melissa
| first =Melissa
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| date =February 8, 2012
| date =February 8, 2012
| url =http://techcrunch.com/2012/02/08/eyeing-an-ipo-hubspot-adds-akamais-cfo-and-former-ibm-exec-jd-sherman-as-coo/
| url =http://techcrunch.com/2012/02/08/eyeing-an-ipo-hubspot-adds-akamais-cfo-and-former-ibm-exec-jd-sherman-as-coo/
| accessdate =February 27, 2012 }}</ref> brought total funding to $65 million.<ref name="seventysix"/><ref name="eightyeight">{{cite news
| accessdate =February 27, 2012 }}</ref> brought total funding to $65 million.<ref name="eightyeight">{{cite news
| last =Greenberg
| last =Greenberg
| first =Paul
| first =Paul
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| accessdate = February 27, 2012}}</ref>
| accessdate = February 27, 2012}}</ref>


HubSpot grew quickly. From May to August in 2008, it grew from 400 to 600 customers.<ref name="onehundredeightythree">{{cite news
On June 16, 2011 HubSpot announced its acquisition of the marketing automation company Performable,<ref name="thirtyseven">{{cite news
| last =Calnan
| first =Christopher
| title =HubSpot handles e-marketing surge
| newspaper =Mass High Tech
| date =August 22, 2008
| url =http://www.masshightech.com/stories/2008/08/18/weekly7-HubSpot-handles-e-marketing-surge.html
| accessdate =February 27, 2012 }}</ref> Its customer base increased to 1,400 by July 2009,<ref name="six">{{cite news
| title =How to Use Social Media for Lead Generation Webinar
| publisher =HubSpot
| date =
| url =http://www.hubspot.com/Portals/53/docs/social_media_lead_generation_july2009.pdf#page=3
| accessdate = October 26, 2009}}</ref> 2,000 by early 2010,<ref name="onehundredthirty">{{cite news
| title =From the Blackboard to the Boardroom
| newspaper =Entrepreneur
| date =March 11, 2010
| url =http://www.entrepreneur.com/magazine/entrepreneur/2010/april/205496.html
| accessdate =February 27, 2012 }}</ref> 3,600 by November 2010<ref name="seven">{{cite news
| title =How to Promote Your Business Blog Using HubSpot
| newspaper =HubSpot
| url =http://www.hubspot.com/Portals/53/docs/promote_business_blog_with_hubspot_october_2009_final.pdf#page=3
| accessdate =October 23, 2009 }}</ref><ref name="eight">{{cite news
| last =
| first =
| title =SXSW 2010: Inbound Marketing Presentation, Slide 4, HubSpot Customer Growth
| newspaper =
| date =
| url =http://www.slideshare.net/HubSpot/sxsw-2010-inbound-marketing-presentation
| accessdate = }}</ref><ref name="nine">{{cite news
| last =Halligan
| last =Halligan
| first =Brian
| first =Brian
| title =Ben & Jerry's Complete Rejection Of Conventional Wisdom
| title =Why HubSpot Acquired Marketing Automation Company Performable
| newspaper =HubSpot
| newspaper =HubSpot's blog
| date =
| date =June 16, 2011
| url =http://blog.hubspot.com/blog/tabid/6307/bid/7209/Ben-Jerry-s-Complete-Rejection-Of-Conventional-Wisdom.aspx
| url =http://blog.hubspot.com/blog/tabid/6307/bid/16942/Why-HubSpot-Acquired-Marketing-Automation-Company-Performable.aspx
| accessdate =April 14, 2012 }}</ref> which was integrated into HubSpot.<ref name="onehundredninetyone">{{cite news
| accessdate = }}</ref> and 5,000 by August 2011.<ref name="onehundredsixtyseven"/> Similarly, revenues grew 300 percent in 2009<ref name="nine"/> and 6,000 percent from 2007-2011.<ref name="onehundrednine"/> HubSpot earned $15.6 million in revenue by 2010 and $30 million in 2011.<ref name="seventysix"/><ref name="seventyfive">{{cite news
| last =Alspach
| last =Raab
| first =Kyle
| first =David
| title =Gleansight: Marketing Automation
| title =HubSpot looks to follow in Akami’s Footsteps
| newspaper =Boston Business Journal
| newspaper =Gleanster
| date =February 9, 2012
| date =December 2011
| url =
| url =http://www.bizjournals.com/boston/blog/startups/2012/02/hubspot-ceo-halligan-akamai-exec.html
| accessdate =February 27, 2012 }}</ref> In March 2011 HubSpot’s valuation was estimated at $175 million.<ref name="onehundredsixtyone">{{cite news
| accessdate = }}</ref> Performable developed software for analyzing sales and marketing performance,<ref name="onehundredsixty">{{cite news
| last =Gomer
| last =Rao
| first =Gregory
| first =Leena
| title =HubSpot Acquires Marketing Software Startup Performable
| title =HubSpot Locks Up $32 Million From Sequoia, Google Ventures & Salesforce.com: Exclusive Video Interview with CEO Brian Halligan
| newspaper =BostonInno
| newspaper =TechCrunch
| date =March 8, 2011
| date =June 16, 2011
| url =http://bostinno.com/2011/03/08/hubspot-locks-up-32-million-from-sequioa-google-ventures-salesforce-com-exclusive-video-interview-with-ceo-brian-halligan/
| url =http://techcrunch.com/2011/06/16/hubspot-acquires-marketing-software-startup-performable/
| accessdate =February 27, 2012 }}</ref> which had triggers for sending email messages based on a visitors’ prior interaction with the company.<ref name="onehundredninetyone"/> On August 18, 2011 the company tweeted its acquisition of Laura Fitton's company oneforty. Oneforty began as an app store for Twitter,<ref name="onehundredseventytwo">{{cite news
| last =Rao
| first =Leena
| title =HubSpot Buys Social Media Management Platform And App Directory Oneforty
| newspaper =TechCrunch
| date =August 18, 2011
| url =http://techcrunch.com/2011/08/18/hubspot-buys-social-media-management-platform-and-app-directory-oneforty/
| accessdate =February 27, 2012 }}</ref> but evolved to also be a hub of guides, reviews and other information for marketers to learn how to use social media.<ref name="onehundredseventytwo"/> The acquisition was announced over Twitter, drawing praise from the Wall Street Journal.<ref name="thirtyeight">{{cite news
| last =Basich
| first =Zoran
| title =Annals Of PR: HubSpot Buys Oneforty, Says ‘Tweet This’
| newspaper =The Wall Street Journal
| date =August 18, 2011
| url =http://blogs.wsj.com/venturecapital/2011/08/18/annals-of-pr-hubspot-buys-oneforty-says-tweet-this/
| accessdate =April 12, 2012 }}</ref> Oneforty’s catalog of third-party Twitter apps and SocialBase, a social media management system converged with HubSpot’s app marketplace.<ref name="onehundredseventythree">{{cite news
| last =O’Dell
| first =Jolie
| title =Twitter app store Oneforty acquired by HubSpot
| newspaper =VentureBeat
| date =August 18, 2011
| url =http://venturebeat.com/2011/08/18/oneforty-acquisition/
| accessdate =February 27, 2012 }}</ref>
| accessdate =February 27, 2012 }}</ref>


==Strategy==
==Strategy==

[[File:Biz-mvolpe-karenrubin.jpeg|thumb| [[Twitter]] co-founder [[Biz Stone]] is celebrity guest of Karen Rubin and Mike Volpe on hubspot.tv April 17, 2009 Photo: Kyle James (CC-BY-SA)]]
''See Main Article: [[Inbound marketing]]''
''See Main Article: [[Inbound marketing]]''


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| date =June 22, 2011
| date =June 22, 2011
| url =http://www.fastcompany.com/1762366/launch-michael-stelzner
| url =http://www.fastcompany.com/1762366/launch-michael-stelzner
| accessdate =February 27, 2012 }}</ref><ref name="onehundredsixtytwo"/> HubSpot is the third largest [[marketing automation]] vendor by market share, but it enjoys a disproportional amount of [[Twitter]] followers, [[Alexa]] rankings and website traffic compared to larger competitors.<ref name="name">{{cite news
| accessdate =February 27, 2012 }}</ref><ref name="onehundredsixtytwo"/> HubSpot has been used as an example of a platform strategy.<ref name="ninetyfour">{{cite news
| last =Ortner
| first =Michael
| title =Most Popular Marketing Automation Software Solutions
| newspaper =Capterra
| date =December 8, 2011
| url =http://www.capterra.com/blog/finding-buying-software/most-popular-marketing-automation-software-solutions/
| accessdate =February 27, 2012 }}</ref> HubSpot has also been used as an example of a platform strategy, because the company advocates the inbound marketing concept and ecosystem as hard as they sell specific software products.<ref name="ninetyfour">{{cite news
| last =Hunt
| last =Hunt
| first =Julie
| first =Julie
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| date =October, 2011
| date =October, 2011
| url =http://h20435.www2.hp.com/t5/367-Addison-Avenue-Blog/Interview-with-Dharmesh-Shah-A-Great-Spot-to-Hub-your-Social/ba-p/74067
| url =http://h20435.www2.hp.com/t5/367-Addison-Avenue-Blog/Interview-with-Dharmesh-Shah-A-Great-Spot-to-Hub-your-Social/ba-p/74067
| accessdate =February 27, 2012 }}</ref> Some of HubSpot’s notable marketing campaigns and events have included:
| accessdate =February 27, 2012 }}</ref>
* [[Guinness World Record]]s awarded Dan Zarrella (HubSpot's social media scientist) a world record for the largest online marketing seminar, after he garnered 10,899 attendees to his "The Science of Social Media" presentation on August 23, 2011.<ref name="fiftytwo">{{cite web
* [[Guinness World Record]]s awarded Dan Zarrella (HubSpot's social media scientist) a world record for the largest online marketing seminar, after 10,899 attended his "The Science of Social Media" presentation on August 23, 2011.<ref name="fiftytwo">{{cite web
| url = http://www.guinnessworldrecords.com/news/hubspot-set-new-largest-online-marketing-seminar-record/
| url = http://www.guinnessworldrecords.com/news/hubspot-set-new-largest-online-marketing-seminar-record/
| title = HUBSPOT SET NEW LARGEST ONLINE MARKETING SEMINAR RECORD
| title = HUBSPOT SET NEW LARGEST ONLINE MARKETING SEMINAR RECORD
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| date = August 23, 2011
| date = August 23, 2011
| accessdate = February }}</ref>
| accessdate = February }}</ref>
* For one hubspot.tv episode,<ref name="twentyseven">{{cite news
| last =Corliss
| first =Rebecca
| title =Twitter Co-Founder Biz Stone Visits HubSpot and Answers Five Business Questions
| newspaper =HubSpot Blog
| date =April 20, 2009
| url =http://blog.hubspot.com/blog/tabid/6307/bid/4687/Twitter-Co-Founder-Biz-Stone-Visits-HubSpot-and-Answers-Five-Business-Questions.aspx
| accessdate =April 28, 2009 }}</ref> the hosts secured a celebrity guest appearance from [[Biz Stone]], not by hiring a booking agent, but by hearing he was in the area and hosting a Tweetup event,<ref name="twentyeight">{{cite news
| last =
| first =
| title =#BizInBoston Tweetup
| newspaper =BizInBoston
| date =April 17, 2009
| url =http://bizinboston.eventbrite.com/
| accessdate =April 30, 2009


| quote=Have you heard? The famous Biz Stone, founder of Twitter is in Boston for a few days! Let's give him a warm welcome...
}}</ref> where they created a viral campaign on [[Twitter]]. The tactic initially caused concern among some members of the Twitter community, but those were quickly resolved.<ref name="thirty">{{cite news
| last =Roush
| first =Wade
| title =HubSpot, Hybernaut bury the hatchet for now
| newspaper =
| date =April 20, 2009
| url =http://www.xconomy.com/boston/2009/04/20/hubspot-hybernaut-bury-the-twitter-hatchet-for-now/
| accessdate =May 4, 2009 }}</ref>
* Using a similar technique the hosts secured a guest appearance by [[MC Hammer]], whose comment was "Forget the numbers! Just stay interesting."<ref>{{cite news
| last =
| first =
| title =HubSpot TV - Forget the Numbers with Surprise Guest MC Hammer
| newspaper =HubSpot TV
| date =February 21, 2009
| url =http://blog.hubspot.com/blog/tabid/6307/bid/4585/HubSpot-TV-Forget-the-Numbers-with-Surprise-Guest-MC-Hammer.aspx
| accessdate = }}</ref>
* An infographic on grading the marketing prowess of presidential candidates was used to market its Website Grader upgrade.<ref>{{cite news
| last =Strout
| first =Aaron
| title =Hubspot Creates Cool Infographic to Show off New Marketing Grader Tool
| newspaper =Citizen Marketer
| date =December 6, 2011
| url =http://blog.stroutmeister.com/2011/12/hubspot-creates-cool-infographic-to-show-off-new-marketing-grader-tool/
| accessdate =February 27, 2012 }}</ref> One site also used the tool to rank 30 local Boston startups against each other.<ref name="onehundredfive">{{cite news
| last =Gomer
| first =Gregory
| title =HubSpot Marketing Grader Launches: We Put 30 Boston Startups Head to Head #Deathmatch
| newspaper =Bostinno
| date =December 6, 2011
| url =http://bostinno.com/2011/12/06/hubspot-marketing-grader-launches-we-put-30-boston-startups-head-to-head-deathmatch/
| accessdate =February 27, 2012 }}</ref>
* For HubSpot to sponsor a typical tradeshow would be “like Greenpeace clubbing a baby seal” because traditional tradeshows aren’t in their DNA. But did make an exception as a Platinum sponsor of Dreamforce 2011.<ref name="onehundredtwentythree">{{cite news
| last =Kirkpatrick
| first =David
| title =Event Marketing: HubSpot's Dreamforce effort generates more than 2,300 new leads and 362 product demos
| newspaper =Marketingsherpa
| date =October 19, 2011
| url =http://www.marketingsherpa.com/article.php?ident=32038
| accessdate =February 27, 2012 }}</ref>
* Right after [[foursquare]] began enforcing fake check-ins for foursquare badges,<ref name="onehundredthirtytwo">{{cite news
| last =Ehrlich
| first =Brenna
| title =Foursquare Cops" Web Show Catches Check-in Cheaters in the Act [VIDEO]
| newspaper =Mashable
| date =April 13, 2010
| url =http://mashable.com/2010/04/13/foursquare-cops-web-show-catches-checkin-cheaters-in-the-act-video/
| accessdate =February 27, 2012 }}</ref> HubSpot created a Foursquare Cops series as a parody of the COPS TV show for foursquare violations.<ref name="onehundredforty">{{cite news
| last =Miller
| first =Liz
| title =Foursquare Cops Fight Against Social Media Abuse
| newspaper =GigaOm
| date =April 29, 2010
| url =http://gigaom.com/video/foursquare-cops-fight-against-social-media-abuse/
| accessdate =February 27, 2012 }}</ref>
* The acquisition of oneforty was announced through a series of tweets.<ref name="thirtyeight">{{cite news
| last =Basich
| first =Zoran
| title =Annals Of PR: HubSpot Buys Oneforty, Says ‘Tweet This’
| newspaper =The Wall Street Journal
| date =August 18, 2011
| url =http://blogs.wsj.com/venturecapital/2011/08/18/annals-of-pr-hubspot-buys-oneforty-says-tweet-this/
| accessdate =February 27, 2012 }}</ref>
* As an April Fools’ joke, the company announced a personality grader tool.<ref>{{cite news
| last =Arrington
| first =Michael
| title =April Fools: YouTube Flails, Amazon Cloud Computing In A Blimp, 3D Chrome Browsing, Google Masters A.I.
| newspaper =TechCrunch
| date =April 1, 2009
| url =http://techcrunch.com/2009/04/01/april-fools-youtube-flails-amazon-cloud-computing-in-a-blimp-3d-chrome-browsing-google-master-ai/
| accessdate =February 27, 2012 }}</ref>

==Publishing & Community==

===Books===
[[File:Inbound Marketing Book.jpg|170px|thumb|right|The Inbound Marketing book by Brian Halligan has sold over 50,000 copies, been translated into nine languages and ranked as Amazon’s 17th best-seller.<ref name="seventyseven">{{cite news
| last =
| first =
| title =Disruptor of the Day: Brian Halligan, Dharmesh Shah & HubSpot – Taking the Hassle out of Marketing
| newspaper =Daily Disruption
| date =February 8, 2012
| url =http://www.dailydisruption.com/2012/02/disruptor-of-the-day-brian-halligan-dharmesh-shah-hubspot-taking-the-hassle-out-of-marketing/
| accessdate = February 27, 2012}}</ref>]] HubSpot’s employees, executives, founders and consultants have authored several books on inbound marketing:
* CEO [[Brian Halligan]] has co-authored two books on marketing: ''Inbound Marketing: Get Found Using Google, Social Media, and Blogs''<ref name="inbound-book">{{cite book
| isbn = 0-470-49931-1
| year = 2009
| publisher = John Wiley & Sons Inc
| title = Inbound Marketing: Get Found Using Google, Social Media, and Blogs
| first2 = Brian
| last2 = Halligan
| first2 = Dharmesh
| last2 = Shah
}}</ref> with HubSpot co-founder Dharmesh Shah and ''Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History''<ref>{{cite book
| isbn = 0-470-90052-0
| year = 2010
| first1 = David Meerman
| last1 = Scott
| author1-link = David Meerman Scott
| first2= Brian
| last2 = Halligan
| publisher = John Wiley & Sons Inc
| location = Hoboken, N.J.
| title = Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History.
| url = http://www.davidmeermanscott.com/books_grateful-dead-marketing.htm
}}</ref> with [[David Meerman Scott]].
* Kipp Bodnar published The B2B Social Media Book: Becoming a Marketing Superstar.<ref>{{cite press release
| title =B2B Social Media Efforts Add Value to Business Success
| publisher =HubSpot
| date =January 17, 2012
| url =http://www.prweb.com/releases/prweb2012/1/prweb9105737.htm
| accessdate =February 27, 2012 }}</ref>
* Social media scientist Dan Zarrella authored The Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas,<ref name="onehundredtwo">{{cite news
| last =Pollitt
| first =Chad
| title =16 Take-a-ways From the Science of SEO
| newspaper =Business2Community
| date =December 12, 2011
| url =http://www.business2community.com/online-marketing/16-take-a-ways-from-the-science-of-seo-0106312
| accessdate =February 27, 2012 }}</ref> The Social Media Marketing Book,<ref name="onehundredtwentyseven">{{cite news
| last =Qualman
| first =Erik
| title =Social Media Thought Leaders - Who's No. 1?
| newspaper =ClickZ
| date =March 17, 2010
| url =http://www.clickz.com/clickz/column/1696166/social-media-thought-leaders-whos-no
| accessdate =February 27, 2012 }}</ref> and The Facebook Marketing Book.<ref name="onehundredninetyfour">{{cite book
| last =Zaerella
| first =Dan
| authorlink =
| coauthors =Alison Zarella
| title =The Facebook Marketing Book
| date =January 12, 2011
}}</ref>
* [[David Meerman Scott]], who is on HubSpot’s board of advisors, authored World Wide Rave<ref>{{cite book
| title = World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories
| last = Scott
| first = David Meerman
|authorlink = David Meerman Scott
|year = 2009
|publisher = Wiley
|isbn = 978-0-470-39500-4
|pages=208
|url=http://www.worldwiderave.com/
|accessdate= April 20, 2009
}}</ref> and The New Rules of Marketing and PR<ref>{{cite book
| isbn = 0-470-11345-6
| first= David Meerman
| last = Scott
| authorlink = David Meerman Scott
| year = 2007
| publisher = J. Wiley & Sons, Inc.
| location = Hoboken, N.J.
| title = The new rules of marketing and PR how to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly
}}</ref> inspired the (now retired) free tools Gobbledygook Grader (an automated tool to detect gobbledygook) and some metrics in Press Release Grader.
* [[Laura Fitton]], an inbound marketing evangelist for HubSpot, authored Twitter for Dummies with Michael Gruen and Leslie Poston.<ref name="ninetytwo">{{cite news
| last =Valigra
| first =Lori
| title =MHT Women to Watch alumnae have lots to toast in 2011
| newspaper =Mass High Tech
| date =January 9, 2012
| url =http://www.masshightech.com/stories/2012/01/09/daily4-MHT-Women-to-Watch-have-lots-to-toast-in-2011.html
| accessdate =February 27, 2012 }}</ref>

===The State of Inbound Marketing Reports===
HubSpot publishes The State of Inbound Marketing Report annually.<ref name="sixtysix">{{cite news
| last =Walter
| first =Ekaterina
| title =Brands ramp up social media efforts in response to inbound marketing advantages
| newspaper =TheNextWeb
| date =February 27, 2012
| url =http://thenextweb.com/socialmedia/2012/02/27/brands-ramp-up-social-media-efforts-in-response-to-inbound-marketing-advantages/
| accessdate =February 27, 2012 }}</ref> The 2012 report found that 89 percent of businesses are maintaining or increasing their inbound marketing budgets. It identified growing social media budgets and singled out blogs as a particular area of increasing investment.<ref name="sixtysix"/> The 2011 report showed 65 percent of survey respondents had a company blog, up from 48 percent the prior year.<ref name="onehundredfortythree">{{cite news
| last =Barone
| first =Lisa
| title =Not Blogging? You’re in the Minority
| newspaper =Small Business Trends
| date =May 11, 2011
| url =http://smallbiztrends.com/2011/05/not-blogging-you%E2%80%99re-the-minority.html
| accessdate =February 27, 2012 }}</ref> The 2010 report found between 100-500 Twitter followers was enough to generate leads.<ref name="onehundredthirtyeight">{{cite news
| last =Leggatt
| first =Helen
| title =HubSpot finds Twitter follower count sweet spot
| newspaper =BizReport
| date =April 26, 2010
| url =http://www.bizreport.com/2010/04/hubspot_finds_twitter_follower_count_sweet_spot.html
| accessdate =February 27, 2012 }}{{Self-published source|date=October 2012|this is a report produced by hubspot itself}}</ref>
In HubSpot's is own report, it reports that lead was $200 less than an outbound lead.<ref name="onehundredfortyone">{{cite news
| last =
| first =
| title =Inbound Marketing Costs Less
| newspaper =Marketing Charts
| date =April 30, 2010
| url =http://www.marketingcharts.com/direct/inbound-marketing-costs-less-12762/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink
| accessdate =February 27, 2012 }}{{Self-published source|date=October 2012}}</ref>

===Social Media===
[[File:Hubspottv-guest-dms.jpg|thumb| HubSpot advisor [[David Meerman Scott]] is a guest of Karen Rubin and Mike Volpe on hubspot.tv February 13, 2009 Photo: Kyle James (CC-BY-SA)]]The HubSpot Internet Marketing blog ranked #23 in [[AdAge]]’s Power 150 list of top marketing blogs in 2012<ref>{{cite news
| url = http://adage.com/power150/
| title = AdAge Power 150: A Daily Ranking of Marketing Blogs
| author = Todd Andrlik
| coauthors = Charlie Moran
| work = [[Advertising Age]]
| publisher = Crain Communications
| quote = #73: HubSpot Internet Marketing (as of access date: rankings are updated daily)
| accessdate = May 19, 2009
}}</ref> up from #73 in 2009.<ref name="onehundredtwentythree"/>

Its most successful pinboard on Pinterest is a collection of marketing infographics.<ref name="onehundredninetyseven">{{cite news
| last =Moore
| first =Galen
| title =Learning how to use Pinterest for business? Watch these 6 companies
| newspaper =Boston Business Journal
| date =February 17, 2012
| url =http://www.bizjournals.com/boston/blog/startups/2012/02/6-businesses-to-learn-pinterest-from.html
| accessdate =April 13, 2012 }}</ref> HubSpot Co-Founder and CTO Dharmesh Shah runs OnStartups.com, which has 220,000 members in its online community.<ref name="seventyseven"/> Shah also launched inbound.org with [[SEOMoz]] CEO Rand Fishkin. Inbound.org is described as “hacker news for marketers.”<ref>{{cite news
| last =Cook
| first =John
| title =Inbound.org: A Hacker News for marketing content
| newspaper =GeekWire
| date =February 12, 2012
| url =http://www.geekwire.com/2012/startup-vets-launch-inboundorg-hacker-news-marketing-info
| accessdate =February 27, 2012 }}</ref>

===Data===
HubSpot routinely produces original research on marketing data. Example data includes:
* Content from blogs, ebooks and whitepapers drive more traffic than all other methods combined.
* Hubspot claims websites with blogs get twice as many inbound links, 400 percent more indexed pages, and 50 percent more traffic than those without one.<ref>{{cite news
| last =Zwilling
| first =Martin
| title =10 Ways to Add Sizzle to Your Online Marketing
| newspaper =Forbes
| date =August 14, 2011
| url =http://www.forbes.com/sites/martinzwilling/2011/08/14/10-top-content-marketing-tips-for-your-startup/
| accessdate =February 27, 2012 }}</ref>
* Tweeted links are more likely to be clicked in messages 120-130 characters long, those with links earlier in the message and when tweets are being posted a lower frequency.<ref>{{cite news
| last =Osborne
| first =Charlie
| title =How to get people to click on your Tweets (infographic)
| newspaper =ZDNet
| date =February 1, 2012
| url =http://www.zdnet.com/blog/igeneration/how-to-get-people-to-click-on-your-tweets-infographic/14893
| accessdate =February 27, 2012 }}</ref>
* Businesses-to-business companies that use [[LinkedIn]] generate three times as many leads as they do from Facebook or Twitter.<ref>{{cite news
| last =Hess
| first =Shawn
| title =LinkedIn Better than Facebook or Twitter!
| newspaper =WebProNews
| date =January 31, 2012
| url =http://www.webpronews.com/linkedin-better-than-facebook-or-twitter-2012-01
| accessdate =February 27, 2012 }}</ref>
* Twitter handles with a profile picture have an average of more than six times as many followers as those that do not have a picture.<ref name="onehundredsix">{{cite news
| last =Tahmincioglu
| first =Eve
| title =Want to stand out in a job search? Upload a photo
| newspaper =MSNBC
| date =November 28, 2011
| url =http://techcrunch.com/2010/04/06/twitter-profile-picture/
| accessdate =February 27, 2012 }}</ref><ref name="onehundredthirtyone">{{cite news
| last =Wauters
| first =Robin
| title =Want More Followers On Twitter? Make Sure You Have A Profile Picture
| newspaper =TechCrunch
| date =April 6, 2010
| url =http://techcrunch.com/2010/04/06/twitter-profile-picture/
| accessdate =February 27, 2012 }}</ref>
* Asking for a retweet generates four times more traction than posting content alone. Out of 10,000 sample tweets, ones with “please retweet” were shared 51 percent of the time for an average of 20.9 shares.<ref name="eighty">{{cite news
| last =Gilbert
| first =Alison
| title =INBOUND MARKETING: How to Get Customers Without Really Trying
| newspaper =Digital Brand Marketing Education
| date =February 4, 2012
| url =http://digitalbrandmarketing.com/tag/dharmesh-shah/
| accessdate =February 27, 2012 }}</ref><ref name="onehundredfiftyfive">{{cite news
| last =Bosker
| first =Bianca
| title =How To Get Retweeted: Ask For It, Study Says
| newspaper =The Huffington Post
| date =May 31, 2011
| url =http://www.huffingtonpost.com/2011/05/31/how-to-get-retweeted-ask-_n_869239.html
| accessdate =February 27, 2012 }}</ref>
* [[Press release]] headlines of 50 to 130 characters attract the most views. Photos and video increase views, but video causes an unexplained drop in engagement.<ref name="onehundredone">{{cite news
| last =Johnson
| first =Sean
| title =The Science of PR: Improving Public Relations Services
| newspaper =Business2Community
| date =December 13, 2011
| url =http://www.business2community.com/public-relations/the-science-of-pr-improving-public-relations-services-0106715
| accessdate =February 27, 2012 }}</ref>
*The average Twitter user in July 2009 had only 60 followers, which rose to about 300 by January 2010.<ref name="onehundredtwentyeight">{{cite news
| last =Baines
| first =Stewart
| title =Is Twitter on the wane?
| newspaper =Silicon.com
| date =March 22, 2010
| url =http://www.silicon.com/management/sales-and-marketing/2010/03/22/is-twitter-on-the-wane-39745616/
| accessdate =February 27, 2012 }}</ref>
* Websites with more indexed pages tend to generate more leads.<ref name="onehundredthirtysix">{{cite news
| last =
| first =
| title =Small Biz Lead Gen Surges with Social
| newspaper =eMarketer
| date =April 16, 2010
| url =http://www.emarketer.com/Article.aspx?R=1007639
| accessdate =February 27, 2012 }}</ref>
* New York, Chicago, Los Angeles and London are the top tweeting cities in the world.<ref name="onehundredfiftyeight">{{cite news
| last =McMillan
| first =Graeme
| title =New York Is the World Capital of Twitter? Don’t Believe What You Read
| newspaper =TIME
| date =June 14, 2011
| url =http://techland.time.com/2011/06/14/new-york-is-the-world-capital-of-twitter-dont-believe-what-you-read/
| accessdate =February 27, 2012 }}</ref>
* In 2009 a HubSpot report showed that small businesses spent 14 percent of their lead generation budget on social media while larger companies only spent 5 percent.<ref name="onehundredeightyfive">{{cite news
| last =Gaffney
| first =John
| title =New Report Shows SMBs Stepping Up Inbound Lead Gen, Social Strategies
| newspaper =DemandGen Report
| date =February 16, 2009
| url =http://www.demandgenreport.com/home/archives/feature-articles/164-new-report-shows-smbs-stepping-up-inbound-lead-gen-social-strategies-.html
| accessdate =February 27, 2012 }}</ref>
* In 2009 5,000 to 10,000 new Twitter accounts were being opened every day,<ref name="onehundredeightyeight">{{cite news
| last =Bounoua
| first =Melissa
| title =Why Europe's CEOs Should Twitter
| newspaper =Forbes
| date =January 19, 2009
| url =http://www.forbes.com/2009/01/18/twitter-europe-blog-tech-ebiz-cx_mb_0119twitter.html
| accessdate =February 27, 2012 }}</ref> according to HubSpot’s State of the Twittersphere report.<ref name="onehundredeightynine">{{cite news
| last =Elliott
| first =Christopher
| title =Changing travel, one tweet at a time
| newspaper =MSNBC
| date =January 16, 2009
| url =http://www.msnbc.msn.com/id/28623823/
| accessdate =February 27, 2012 }}</ref>
* In 2008 the company estimated Twitter had 4 to 5 million users, 30 percent of which were “brand new or unengaged.”<ref name="onehundredninety">{{cite news
| last =Kirkpatrick
| first =Marshal
| title =Report Says Twitter Would Take 36 Years to Catch Facebook - If Facebook Stopped Growing Today
| newspaper =ReadWriteWeb
| date =December 22, 2008
| url =http://www.readwriteweb.com/archives/facebook_kicking_twitters_ass.php
| accessdate =February 27, 2012 }}</ref>

Based on some of this data, HubSpot created the concept of “Contra Competitive Timing” for social media. The idea was when a channel is the quietest is when someone is most likely to be heard over the noise.<ref name="ninety">{{cite news
| last =Reed
| first =Frank
| title =In Social Media Timing Can be Everything
| newspaper =Marketing Pilgrim
| date =January 17, 2012
| url =http://www.marketingpilgrim.com/2012/01/in-social-media-timing-can-be-everything.html
| accessdate =February 27, 2012 }}</ref>


==Products and services==
==Products and services==
HubSpot offers marketing software, consulting and training sessions for [[inbound marketing]]<ref>http://www.hubspot.com/services/</ref>
HubSpot is a marketing software as a service product that includes tools for [[search engine optimization]], [[social media]], lead management, [[email marketing]], marketing [[analytics]], [[marketing automation]], lead intelligence and [[content management]].<ref name="seventyseven"/><ref name="Androsko">{{cite news
| last =Androsko
| first =Jeff
| title =Why We Use HubSpot Inbound Marketing Software to Drive Sales
| publisher =Business2Community
| date =November 18, 2011
| url =http://www.business2community.com/tech-gadgets/why-we-use-hubspot-inbound-marketing-software-to-drive-sales-093350
| accessdate =February 27, 2012 }}</ref><ref>{{cite news
| last =McCarthy
| first =Kevin
| title =The Tech Behind HubSpot
| publisher =BostInno
| date =May 26, 2011
| url =http://bostinno.com/2011/05/26/the-tech-behind-hubspot/
| accessdate =February 27, 2012 }}</ref><ref name="onehundredfiftythree"/> HubSpot is sold as an online suite<ref name="onehundredfiftythree"/> with an emphasis on being “all-in-one.”<ref name="onehundredsixtyseven"/><ref name="onehundredseventeen"/><ref name="Androsko"/><ref name="onehundredthirtyfour">{{cite news
| last =Martin
| first =James
| title =Put Cloud CRM to Work
| publisher = PC World
| date = April 12, 2010
| url =http://www.pcworld.com/businesscenter/article/193463/put_cloud_crm_to_work.html
| accessdate =February 27, 2012 }}</ref><ref name="onehundredeighty">{{cite news
| last =Blackwell
| first =Gerry
| title =HubSpot: The Evolution of Marketing
| publisher =Small Business Computing
| date =January 16, 2008
| url =http://www.smallbusinesscomputing.com/biztools/article.php/3722071/HubSpot-The-Evolution-of-Marketing.htm
| accessdate =February 27, 2012 }}</ref><ref name="onehundredninetyone"/> In one analyst report HubSpot did not receive the highest rating in any single category, but was in the “Best” category for overall value.<ref name="onehundredninetyone"/> HubSpot’s focus is not to be the best at everything, but to have it all in one package.<ref>{{cite news
| last =McCarthy
| first =Kevin
| title =The Tech Behind HubSpot
| publisher =BostInno
| date =May 26, 2011
| url =http://bostinno.com/2011/05/26/the-tech-behind-hubspot/
| accessdate = April 18, 2012 }}</ref> It is often intended to replace what full-time digital marketing consultants do for large corporations<ref name="onehundredsixtysix">{{cite news
| last =Blankstein
| first =Rachel
| title =HubSpot Has Your Marketing Needs Covered
| publisher =StartupNation
| date =August 1, 2011
| url =http://www.startupnation.com/business-blogs/index.php/2011/08/01/hubspot-has-your-marketing-needs-covered/
| accessdate =February 27, 2012 }}</ref> for companies with 5 to 500 employees,<ref>{{cite news
| last =Keohane
| first =Ellen
| title =HubSpot enters search field with user-friendly system
| publisher =Direct Marketing News
| date =December 4, 2007
| url =http://www.dmnews.com/hubspot-enters-search-field-with-user-friendly-system/article/104256/
| accessdate =February 27, 2012 }}</ref> but has also shifted to target larger companies with [[email marketing]], [[marketing automation]], and lead nurturing functions.<ref name="onehundredninetyone"/> The company is focused on making complicated things simple and easy to use.<ref name="onehundredfiftythree"/><ref name="onehundredninetyone"/><ref name="ninetynine"/> The company also hosts HubSpot University<ref name="thirtysix">[http://www.hubspot.com/services/ About HubSpot Services]." Retrieved May 18, 2009.</ref> and a database of vendors certified by the program.<ref name="onehundredfourteen">{{cite news
| last =Payton
| first =Susan
| title =How Software Certified Partners Help Small Businesses
| publisher = Small Business Trends
| date =November 3, 2011
| url =http://smallbiztrends.com/2011/11/how-software-certified-partners-help-small-businesses.html
| accessdate =February 27, 2012 }}</ref> On the HubSpot App Marketplace third-party developers create and sell HubSpot extensions. One application on the marketplace provides integration between HubSpot and Google Adwords.<ref name="ninetyseven">{{cite news
| last =Barnhart
| first =Duane
| title =The New HubSpot App Ties Adwords Campaigns ot the Bottom Line
| publisher =Daily Disruption
| date =December 28, 2011
| url =http://www.dailydisruption.com/2011/12/the-new-hubspot-app-ties-adwords-campaigns-to-the-bottom-line/
| accessdate =February 27, 2012 }}</ref> HubSpot has integrated features with Salesforce.com, Nimble,<ref name="seventyone">{{cite news
| last =Kelly
| first =Meghan
| coauthors =
| title =New Nimble helps brands control their social presence
| publisher =VentureBeat
| date =February 14, 2012
| url =http://venturebeat.com/2012/02/14/nimble-2/
| accessdate =February 27, 2012 }}</ref> many CRM vendors,<ref name="eightyeight"/> and with PR Newswire’s iReach product for small businesses.<ref name="onehundredeighteen">{{cite news
| last =Drolet
| first =Danielle
| title =PR Newswire, HubSpot partner on iReach enhancements
| publisher =PRWeek
| date =October 26, 2011
| url =http://www.prweekus.com/pages/login.aspx?returl=/pr-newswire-hubspot-partner-on-ireach-enhancements/article/215248/&pagetypeid=28&articleid=215248&accesslevel=2&expireddays=0&accessAndPrice=0
| accessdate =February 27, 2012 }}</ref>

HubSpot’s monthly subscriptions are offered in three options.<ref name="onehundredsixtyseven"/>
* HubSpot Basic<ref name="thirtytwo">[http://www.hubspot.com/hubspot-basic HubSpot Basic]." Retrieved 2011-10-16.</ref> offers SEO, marketing analytics, content management system, business blogging, and landing pages.
* HubSpot Professional<ref>[http://www.hubspot.com/hubspot-professional HubSpot Professional]. Retrieved 2011-10-16.</ref> adds features such as Salesforce.com integration for closed-loop marketing metrics.
* HubSpot Enterprise<ref>[http://www.hubspot.com/hubspot-enterprise HubSpot Enterprise]. Retrieved 2011-10-16.</ref> adds further features like A/B testing.<ref>"[http://www.hubspot.com/Portals/53/docs/HubSpotEditions-2011.pdf Compare Editions]."</ref>

HubSpot has developed and hosted numerous free tools, some presently active, some retired:<ref name="seventyseven"/>
* '''Marketing Grader''', formerly known as Website Grader. Marketing Grader scores the effectiveness of a company's marketing based on their website and offers suggestions for improvement. The tool has graded four million websites over five years.<ref name="eightyeight"/> It was named Marketing Grader after a major upgrade in 2011.<ref name="eightyeight"/>
* '''Twitter Grader''' evaluates a [[Twitter]] account and how it compares to thousands of other handles using metrics like age, activity, follower count and engagement.<ref>{{cite news
| last =Sanders
| first =Andrea
| title =What's your Twitter grade?
| publisher =The Examiner
| date =April 21, 2010
| url =
| accessdate =February 27, 2012 }}</ref>
* '''Alerts Grader''' sets up daily digests to replace email alerts related to social media activity.<ref name="onehundredthirtynine">{{cite news
| last =Psaty
| first =Kyle
| title =HubSpot’s New Alerts Grader Cures Social Media Email Overload
| publisher =BostonInno
| date =April 27, 2010
| url =http://bostinno.com/2010/04/27/inundated-with-emails-try-hubspots-alert-grader/
| accessdate =February 27, 2012 }}</ref>
* '''Who Retweeted Me''' identifies the most influential Twitter handles that have tweeted links to any given website.<ref name="onehundredsixtyeight">{{cite news
| last =Gomer
| first =Gregory
| title =HubSpot Powers Useful Tool to Track ReTweets, Suffers Unfortunate Name: WhoretweetedMe
| publisher =BostonInno
| date = August 10, 2011
| url =http://bostinno.com/2011/08/10/hubspot-powers-useful-tool-to-track-retweets-suffers-unfortunate-name-whoretweetedme/
| accessdate =February 27, 2012 }}</ref><ref name="onehundredseventyone">{{cite news
| last =Dugan
| first =Lauren
| title =Find Out Which Influencers Retweeted You
| publisher =MediaBistro
| date =August 16, 2011
| url =http://www.mediabistro.com/alltwitter/find-out-which-influencers-retweeted-you_b12750
| accessdate =February 27, 2012 }}</ref>
* '''Facebook Grader''' is an extension to Twitter Grader launched in early 2009 that scores Facebook users on a scale of 100.<ref name="onehundredeightyseven">{{cite news
| last =Cashmore
| first =Pete
| title =Facebook Grader Ranks Facebook Elite
| publisher =Mashable
| date =January 19, 2009
| url =http://mashable.com/2009/01/19/facebook-grader/
| accessdate =February 27, 2012 }}</ref>
* '''Keyword Grader''' helps find search engine keywords that are popular, relevant, and are relatively neglected by one's competition
* '''Link Grader''' assesses and compares the number and authority of the inbound links that most modern search engines use to generate their SERPs
* '''Page Grader''' offers suggestions for on-page SEO such as length of the title and description in the head of HTML pages, alt tags on images etc
The main page of grader.com gives a list of presently active free tools.

===Return on Investment===
In August 2011 MBA students at [[MIT]] and [[Babson College]] conducted a joint investigation into the ROI of HubSpot. They found that:<ref name="ninetyfive">{{cite news
| last =Linnemanstons
| first =Greg
| title =Making the ROI Case for Inbound Marketing
| newspaper =Business2Community
| date =December 31, 2011
| url =http://www.business2community.com/marketing/making-the-roi-case-for-inbound-marketing-0112328
| accessdate =February 27, 2012 }}</ref>
* After twelve months of active use, users experience an average 13 percent increase in [[website]] traffic.
* Over the same time period, leads increased an average of 32 percent each month
* 64 percent of HubSpot users credited the software with an increase in sales
* 85 percent of HubSpot customers said they would recommend it to others and only 2 percent said they would not.

Two studies by a student at [[MIT Sloan School of Management]] indicate a substantial return on investment of the HubSpot methodology.<ref name="thirtynine">{{cite news
| last =DiBella
| first =Melissa
| title =Return on Investment from Inbound Marketing through Implementing HubSpot Software
| newspaper =MIT Sloan School of Management
| date =February 2009
| url = http://www.hubspot.com/Default.aspx?app=LeadgenDownload&shortpath=docs%2fROI_from_HubSpot.pdf
| accessdate = }}</ref> HubSpot’s own report showed that HubSpot customers who use inbound marketing increase leads an average of 4.2 times within a few months.<ref>{{cite news
| last =Snow
| first =Shane
| title =HOW TO: Measure the ROI of a Content Marketing Strategy
| newspaper =Mashable
| date =July 4, 2011
| url =http://mashable.com/2011/07/04/how-to-measure-roi-content-marketing-strategy/
| accessdate =February 27, 2012 }}</ref> HubSpot itself also has published several success stories.<ref>{{cite web
| title =ROI from Inbound Marketing with HubSpot Software
| publisher =HubSpot
| url =http://www.hubspot.com/roi/
| accessdate = February 27, 2012}}</ref> One web site offers a free spreadsheet to estimate ROI on such methods.<ref name="fortytwo">{{cite news
| last =Chalmers
| first =Stacie
| title =Practical Solutions For Measuring Marketing and ROI
| newspaper =The Inbound Marketing Company
| date =May 6, 2010
| url =http://theinboundmarketingcompany.com/inbound-marketing-blog/bid/19237/Practical-Solutions-For-Measuring-Marketing-and-ROI
| accessdate = }}</ref> A small business owner credits HubSpot for turning his business around in a troubled economy.<ref name="onehundredseventysix">{{cite news
| last =Sheridan
| first =Marcus
| title =HubSpot has changed my life. It saved my business. And this is my story
| newspaper =BostonInno
| date =August 29, 2011
| url =http://bostinno.com/2011/08/29/hubspot-has-changed-my-life-it-saved-my-business-and-this-is-my-story/
| accessdate =February 27, 2012 }}</ref> The inground pool company was suffering through an 80 percent drop in pool sales across the country, but grew the company $1 million using HubSpot and inbound marketing at a cost of 90 percent less than they were spending on advertising.<ref name="onehundredseventysix"/>


===Technology===
===Technology===
Line 846: Line 262:


===Leadership===
===Leadership===
HubSpot Co-Founder and CEO [[Brian Halligan]] is also a Senior Lecturer at [[MIT]], a [[Red Sox]] fan and amateur guitarist.<ref name="seventyseven"/> Halligan believes the military-inspired command-and-control principles of leadership don’t take into account technological and societal changes that make knowledge workers more nimble.<ref name="onehundredfortyfive">{{cite news
''See main article: [[Brian Halligan]]''
[[File:HubSpot leadership.jpg|thumb|right|HubSpot’s cofounders [[Brian Halligan]] (left) and Dharmesh Shah (right).]] HubSpot Co-Founder and CEO [[Brian Halligan]] is also a Senior Lecturer at [[MIT]], a [[Red Sox]] fan and amateur guitarist.<ref name="seventyseven"/> Halligan believes the military-inspired command-and-control principles of leadership don’t take into account technological and societal changes that make knowledge workers more nimble.<ref name="onehundredfortyfive">{{cite news
| last =Hickins
| last =Hickins
| first =Michael
| first =Michael
Line 861: Line 276:
| date =June 10, 2011.
| date =June 10, 2011.
| url =http://www.necn.com/06/10/11/Best-Places-to-Work/landing_business.html?blockID=534111&feedID=4209
| url =http://www.necn.com/06/10/11/Best-Places-to-Work/landing_business.html?blockID=534111&feedID=4209
| accessdate =February 27, 2012 }}</ref> Halligan favors rapid action, radical ideas, taking risks, questioning conventional wisdom<ref name="onehundredfortynine">{{cite news
| accessdate =February 27, 2012 }}</ref> Halligan favors rapid action, radical ideas, taking risks, questioning conventional wisdom<ref name="bernstein"/>and says that mean CEOs are no longer effective.<ref>{{cite news
| last =
| first =
| title =Interview with Brian Halligan, CEO & Co-Founder of Hub Spot
| newspaper =EntrepreneurshipReview
| date =May 24, 2011
| url =http://miter.mit.edu/article/interview-brian-halligan-ceo-co-founder-hub-spot
| accessdate =February 27, 2012}}</ref> and says that mean CEOs are no longer effective.<ref>{{cite news
| last =Huang
| last =Huang
| first =Gregory
| first =Gregory
Line 875: Line 283:
| date =January 27, 2012
| date =January 27, 2012
| url =http://www.xconomy.com/boston/2012/01/27/assholicism-do-ceos-need-to-be-jerks-to-be-successful/
| url =http://www.xconomy.com/boston/2012/01/27/assholicism-do-ceos-need-to-be-jerks-to-be-successful/
| accessdate =February 27, 2012 }}</ref> Brian was also a 2005 Sloan Fellow and an Entrepreneur-in-Residence at the MIT Entrepreneurship Center.<ref name="onehundredfortynine">{{cite news
| accessdate =February 27, 2012 }}</ref> Brian was also a 2005 Sloan Fellow and an Entrepreneur-in-Residence at the MIT Entrepreneurship Center.<ref name="bernstein"/>
| last =
| first =
| title =Interview with Brian Halligan, CEO & Co-Founder of Hub Spot
| newspaper =EntrepreneurshipReview
| date =May 24, 2011
| url =http://miter.mit.edu/article/interview-brian-halligan-ceo-co-founder-hub-spot
| accessdate =February 27, 2012 }}</ref>


HubSpot Co-Founder and CTO Dharmesh Shah<ref name="onehundredtwentythree"/> is an active member of [[Boston]]’s entrepreneurial community. He is an [[angel investor]] in over 30 startups and a frequent speaker on inbound marketing, innovation and startups.<ref name="seventyseven"/><ref name="eightynine">{{cite news
HubSpot Co-Founder and CTO Dharmesh Shah is an active member of [[Boston]]’s entrepreneurial community. He is an [[angel investor]] in over 30 startups and a frequent speaker on inbound marketing, innovation and startups.<ref name="seventyseven"/><ref name="eightynine">{{cite news
| last =Alspach
| last =Alspach
| first =Kyle
| first =Kyle
Line 980: Line 381:
| date =
| date =
| url =http://onstartups.com/tabid/3339/bid/13420/Startup-Culture-Lessons-From-Mad-Men.aspx
| url =http://onstartups.com/tabid/3339/bid/13420/Startup-Culture-Lessons-From-Mad-Men.aspx
| accessdate =December 3, 2011 }}</ref> The company culture was inspired by the [[AMC Networks|AMC]] television program [[MadMen]].<ref name="onehundredsixtyone"/> HubSpot created an unlimited vacation day policy<ref name="onehundredfiftytwo">{{cite news
| accessdate =December 3, 2011 }}</ref> The company culture was inspired by the [[AMC Networks|AMC]] television program [[MadMen]]. HubSpot created an unlimited vacation day policy<ref name="onehundredfiftytwo">{{cite news
| last =
| last =
| first =
| first =
Line 1,071: Line 472:
| date =December 14, 2011
| date =December 14, 2011
| url =http://www.bizjournals.com/boston/blog/startups/2011/12/hubspot-amazon-personalization-marketing.html
| url =http://www.bizjournals.com/boston/blog/startups/2011/12/hubspot-amazon-personalization-marketing.html
| accessdate =February 27, 2012 }}</ref><ref name="ninetyeight"/> CEO Brian Halligan identified local, [[mobile marketing]] as an opportunity.<ref name="onehundredfortynine"/> The company aims to go public<ref name="seventyfive"/> with speculation that an IPO is pending.<ref name="onehundredfiftyfour">{{cite news
| accessdate =February 27, 2012 }}</ref><ref name="ninetyeight"/> CEO Brian Halligan identified local, [[mobile marketing]] as an opportunity. The company aims to go public<ref name="seventyfive"/> with speculation that an IPO is pending.<ref name="onehundredfiftyfour">{{cite news
| last =Kirsner
| last =Kirsner
| first =Scott
| first =Scott
Line 1,080: Line 481:
| accessdate =February 27, 2012 }}</ref>
| accessdate =February 27, 2012 }}</ref>


===Acquisitions===
On June 16, 2011 HubSpot announced its acquisition of the marketing automation company Performable,<ref name="thirtyseven">{{cite news
| last =Halligan
| first =Brian
| title =Why HubSpot Acquired Marketing Automation Company Performable
| newspaper =HubSpot's blog
| date =June 16, 2011
| url =http://blog.hubspot.com/blog/tabid/6307/bid/16942/Why-HubSpot-Acquired-Marketing-Automation-Company-Performable.aspx
| accessdate =April 14, 2012 }}</ref> which was integrated into HubSpot.<ref name="onehundredninetyone">{{cite news
| last =Raab
| first =David
| title =Gleansight: Marketing Automation
| newspaper =Gleanster
| date =December 2011
| url =
| accessdate = }}</ref> Performable developed software for analyzing sales and marketing performance,<ref name="onehundredsixty">{{cite news
| last =Rao
| first =Leena
| title =HubSpot Acquires Marketing Software Startup Performable
| newspaper =TechCrunch
| date =June 16, 2011
| url =http://techcrunch.com/2011/06/16/hubspot-acquires-marketing-software-startup-performable/
| accessdate =February 27, 2012 }}</ref> which had triggers for sending email messages based on a visitors’ prior interaction with the company.<ref name="onehundredninetyone"/> On August 18, 2011 the company tweeted its acquisition of Laura Fitton's company oneforty. Oneforty began as an app store for Twitter,<ref name="onehundredseventytwo">{{cite news
| last =Rao
| first =Leena
| title =HubSpot Buys Social Media Management Platform And App Directory Oneforty
| newspaper =TechCrunch
| date =August 18, 2011
| url =http://techcrunch.com/2011/08/18/hubspot-buys-social-media-management-platform-and-app-directory-oneforty/
| accessdate =February 27, 2012 }}</ref> but evolved to also be a hub of guides, reviews and other information for marketers to learn how to use social media.<ref name="onehundredseventytwo"/> The acquisition was announced over Twitter, drawing praise from the Wall Street Journal.<ref name="thirtyeight">{{cite news
| last =Basich
| first =Zoran
| title =Annals Of PR: HubSpot Buys Oneforty, Says ‘Tweet This’
| newspaper =The Wall Street Journal
| date =August 18, 2011
| url =http://blogs.wsj.com/venturecapital/2011/08/18/annals-of-pr-hubspot-buys-oneforty-says-tweet-this/
| accessdate =April 12, 2012 }}</ref> Oneforty’s catalog of third-party Twitter apps and SocialBase, a social media management system converged with HubSpot’s app marketplace.<ref name="onehundredseventythree">{{cite news
| last =O’Dell
| first =Jolie
| title =Twitter app store Oneforty acquired by HubSpot
| newspaper =VentureBeat
| date =August 18, 2011
| url =http://venturebeat.com/2011/08/18/oneforty-acquisition/
| accessdate =February 27, 2012 }}</ref>

===Awards===
HubSpot has received over 30 awards.<ref name="onehundredseventyseven">{{cite news
| last =Carlson
| first =Lauren
| title =The Power of Marketing Automation for Small Business: Executive Roundtable
| newspaper =Software Advice
| date =September 15, 2011
| url =http://blog.softwareadvice.com/articles/crm/marketing-automation-for-small-business-executive-roundtable-1091511/
| accessdate =February 27, 2012 }}</ref><ref name="fortyfive">{{cite web
| title =Awards
| publisher =HubSpot
| url =http://www.hubspot.com/internet-marketing-awards/
| accessdate =February 22, 2012 }}</ref>

* Best Place to Work by the Boston Business Journal<ref>{{cite web
| title =Boston Business Journal Best Places to Work
| publisher =Boston Business Journal
| url =http://boston.bizjournals.com/boston/event/13771
| accessdate =April 12, 2012 }}</ref>
* AlwaysOn East Top 100 company in the "SaaS and Enterprise" category.<ref>{{cite web
| title =Announcing the AlwaysOn East Top 100 Companies
| work =
| publisher =AlwaysOn
| date =June 17, 2010
| url =http://www.aonetwork.com/node/65221
| accessdate = April 12, 2012}}</ref>
* 2010 TiE50 Award<ref>[http://www.tie50.net/Winners/ TiECON 2010 Winners]</ref> and the 2010 BtoB Social Media Marketing Award.<ref name="fiftyone">{{cite news
| last =
| first =
| title =
| newspaper =BtoB Magazine
| date =April 12, 2010
| url =http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100412/FREE/304129956
| accessdate =April 12, 2012 }}</ref>
* Bronze winner for the Massachusetts Economic Impact Awards.<ref name="onehundredeight">{{cite news
| last =Knothe
| first =Alli
| title =Mass. Economic Impacat Award Winners
| newspaper =The Boston Globe
| date =
| url =http://www.boston.com/business/gallery/mass_econ_impact_awards?pg=14
| accessdate =February 27, 2012 }}</ref>
* HubSpot was ranked #33 in the 2011 Inc. 500.<ref name="two">{{cite news
| last =Markowitz
| first =Eric
| title =My Story: Brian Halligan of HubSpot
| newspaper =Inc. magazine.
| date =September 2010
| url =http://www.inc.com/magazine/201109/inc-500-brian-halligan-hubspot.html
| accessdate =December 3, 2011 }}</ref>
* Deloitte’s 2011 Technology Fast 500. Ranked #8.<ref name="onehundredtwentytwo">{{cite news
| last =Gomer
| first =Gregor
| title =Deloitte Releases 500 Fastest Growing Tech Companies: Led by HubSpot, 40 Mass Companies Make The Cut
| newspaper =BostInno
| date = October 19, 2011
| url =http://bostinno.com/2011/10/19/deloitte-releases-500-fastest-growing-tech-companies-led-by-hubspot-40-mass-companies-make-the-cut/
| accessdate =February 27, 2012 }}</ref>

==Criticism and controversy==
[[Guy Kawasaki]] praises Website Grader<ref>{{cite web
|url=http://blog.guykawasaki.com/2007/10/website-grader.html
|title=Website Grader
|first=Guy
|last=Kawasaki
|authorlink=Guy Kawasaki
|date=2007,October 3
|accessdate=2009,April 19
|quote=The fact that my blog did so well is entirely because of Neil Patel.
}}</ref>
for its effectiveness and its congruence with his webmaster's SEO practices and own informal SEO strategy of "Create as good content as you can and assume that Google finds it."

Video blogger [[Steve Garfield]] visited the hubspot.tv studio for the Biz Stone episode.<ref name="twentyseven"/> As mentioned above, the hosts had secured a celebrity guest appearance from [[Biz Stone]] not by hiring a booking agent but by hearing he was in the area, hosting a #BizInBoston Tweetup event,<ref name="twentyeight"/> and published a largely favorable review.<ref>{{cite news
|url=http://offonatangent.blogspot.com/2009/04/hubspot-tv.html
|first=Steve |last=Garfield
|authorlink=Steve Garfield
|date=2009,April 18
|accessdate=2009,April 28
|title=Hubspot TV
|quote=There's a tendency to copy what TV does. That works, but we also have an opportunity to push the technology to add interaction and conversation, and that's exciting.
}}</ref>

Cartoonist Mark Hill and HubSpot's Shah satirized their industry in a cartoon<ref>{{cite news
|first=Dharmesh
|last=Shah
|coauthor= [http://www.HillCartoons.com Mark Hill]
|title=Social Media Marketing Madness Cartoon
|date=2009,January 14
|accessdate=2009,April 22
|quote=I have a Facebook group for Twitter users that tweet about podcasters that talk about marketing bloggers
|url=http://blog.hubspot.com/blog/tabid/6307/bid/4494/Social-Media-Marketing-Madness-cartoon.aspx
}}</ref>
which speculates that such marketing is only being used incestuously to market marketing to marketeers. Nick Ellery's commentary<ref>{{cite news
|first=Nick
|last=Ellery
|title=Hubspot's Social Media Marketing Madness
|date=2009,January 15
|accessdate=2009,April 22
|quote=...seemingly endless volume of noise out there around marketing, social media etc. It’s getting harder and harder to find those gems that deliver real value...
|url=http://marketingisadirtyword.com/2009/01/15/hubspots-social-media-marketing-madness/
}}</ref> on this expresses concern that it's hard to find "gems" for marketing.

In his analysis<ref>{{cite news
|url=http://www.seomoz.org/blog/googles-sandbox-still-exists-exemplified-by-gradercom
|title=Google's Sandbox Still Exists Exemplified by grader.com
|first=Rand
|last=Fishkin
|date=2009,March 8
|accessdate=2009,April 28
|quote=Let's check out some searches ... 'Websitegrader Website Marketing SEO Tool' ... Not in Top 200 at Google, #1 at Yahoo!, #1 at MSN/Live
}}</ref>
of Google's [[sandbox effect|sandboxing]] of Website Grader in May 2009, SEO expert Rand Fishkin speculated that it was a case of Google's anti-[[spamdexing]] algorithm "...throwing out the baby with the bathwater." The grader.com domain acquired over 250,000 inbound links from inception to the time the article was written<ref>{{cite web
|url=http://grader.com/site/grader.com
|title=grader.com link report for grader.com
|accessdate=May 7, 2009
}}</ref>
and it's possible this unusually rapid growth tripped a "circuit breaker" in Google's algorithm. Sometime around September 2009, this issue resolved itself and HubSpot's position on Google SERPs for the queries Fishkin used was at or near the number one position.

Some attendees of HubSpot webcasts question HubSpot's judgement on the delicate matter of when one has won permission to talk about ones products rather than the audience's critical business issue.<ref>{{cite news
|url=http://twitter.com/adamyarbrough/status/1063377092
|first=Adam
|last=Yarbrough
|title=It's a tradeoff
|date=2008,December 17
|quote=#hubspot It's a tradeoff. We get free good information and a bit of a sales pitch. It IS still marketing, The ? is how hard is the pitch?
|accessdate=2009,April 25
}}</ref>

On February 11, 2010 Twitter Grader was hacked and a message sent out to all Twitter Users who had active OAuth promoting a video of BizStone by an account started just a day earlier - creating a storm on Twitter.<ref>{{cite news
| url = http://www.guardian.co.uk/technology/blog/2010/feb/11/twitter-grader-hacked-tweets
| title = Twitter Grader hacked: are you a victim?
| work=The Guardian
| location=London
| first=Charles
| last=Arthur
| date=February 11, 2010
| accessdate=May 4, 2010
}}</ref>


On June 2, 2010 HubSpot launched a social media experiment that involved an [[alternate reality game]].<ref>{{cite web
| url = http://bostinnovation.com/2010/06/10/hubspot-gambles-with-trust-to-explore-new-marketing-strategy/
| title = HubSpot Gambles with Trust to Explore New Marketing Strategy
}}</ref> The game involved a spoof home page for an educational site that they sponsor (''inboundmarketing.com''). The spoof inconvenienced the site's students, so HubSpot had to backtrack and apologize.<ref>{{cite web
| url = http://www.hubspot.com/blog/bid/6056/Reactions-and-Lessons-From-the-IMU-ARG-So-Far
| title = Reactions and Lessons From the #IMU ARG So Far
}}</ref>


Some customer reviews say that HubSpot isn’t effective for “lazy people.” Customers who don’t invest the time to create content may not be effective.<ref name="onehundredninetyone"/>


==Notes==
==Notes==
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==External links==
==External links==
{{Portal|Companies}}
{{Portal|Companies}}
* {{Official website|1=http://www.hubspot.com}}
* {{Official website|http://www.hubspot.com}}


{{DEFAULTSORT:Hubspot}}
{{DEFAULTSORT:Hubspot}}

Revision as of 20:53, 6 October 2012

HubSpot, Inc.
Company typePrivate
IndustrySoftware
FoundedJune 2006
Headquarters
Cambridge, Massachusetts
Key people
Brian Halligan, CEO & Founder

Dharmesh Shah, CTO & Founder
J.D. Sherman, COO
Jim O'Neill (technologist), CIO
Mike Volpe, CMO
Mark Roberge, SVP Sales and Services

David Stack, CFO
ProductsConsulting service
Revenue$28.5 million (2011)[1]
Number of employees
179 (2011)[1]
304 (2012)[1]
Websitewww.hubspot.com

HubSpot is a marketing software company based in Cambridge, Massachusetts. It offers software platform for increasing web traffic and converting them to leads and customers.[1] It was founded at the Massachusetts Institute of Technology (MIT) by Brian Halligan and Dharmesh Shah in June 2006.


History

Cofounders Brian Halligan (left) and Dharmesh Shah (right)

HubSpot Co-Founders Brian Halligan (left) and Dharmesh Shah, (right) met at the Massachusetts Institute of Technology (MIT) in 2004.[2] According to interview by an MIT candidate with the company, both had backgrounds in the software industry and planned to launch new companies to create software for small businesses after earning their degrees. Shah invested the first $500,000 in HubSpot followed by Edward B. Roberts, Founder and Chair of the MIT Entrepreneurship Center.[2] A majority of HubSpot’s early customers, investors and employees were MIT classmates, professors, alumni and community members.[3] HubSpot’s co-founders were also semi-finalists in an MIT business plan competition for $50,000 in funding.[4] Two years were spent in discussions before HubSpot incorporated in June 2006.[2]

The company was founded on the idea that traditional marketing was broken and the tools needed to do inbound marketing were too complex and disconnected.[5] HubSpot’s investors include General Catalyst Partners, Matrix Partners, Scale Venture Partners, Sequoia Capital, Google Ventures and Salesforce.com.[6][7][8] It raised $5 million in series A funding in 2007[9] and $12 million in Series B funding in 2008[10] Another $16 million was raised in a C round in 2009, followed by an additional round of funding for $32 million in 2011[11] brought total funding to $65 million.[12] In the summer of 2010, HubSpot moved its offices into the Davenport, in the Lechmere neighborhood of Cambridge.[13]

On June 16, 2011 HubSpot announced its acquisition of the marketing automation company Performable,[14] which was integrated into HubSpot.[15] Performable developed software for analyzing sales and marketing performance,[16] which had triggers for sending email messages based on a visitors’ prior interaction with the company.[15] On August 18, 2011 the company tweeted its acquisition of Laura Fitton's company oneforty. Oneforty began as an app store for Twitter,[17] but evolved to also be a hub of guides, reviews and other information for marketers to learn how to use social media.[17] The acquisition was announced over Twitter, drawing praise from the Wall Street Journal.[18] Oneforty’s catalog of third-party Twitter apps and SocialBase, a social media management system converged with HubSpot’s app marketplace.[19]

Strategy

See Main Article: Inbound marketing

HubSpot uses its blog, social media and free tools to attract prospects to lead-generation content such as webinars. HubSpot’s own marketing has been used as an example for LinkedIn company pages,[20] press releases made for Twitter,[21] content marketing,[22] and viral videos.[23] The company focuses its customer acquisition strategy on providing educational material that customers will value.[24][25][26][26] HubSpot has been used as an example of a platform strategy.[27][28]

  • Guinness World Records awarded Dan Zarrella (HubSpot's social media scientist) a world record for the largest online marketing seminar, after 10,899 attended his "The Science of Social Media" presentation on August 23, 2011.[29]


Products and services

HubSpot offers marketing software, consulting and training sessions for inbound marketing[30]

Technology

HubSpot's Content Management System is written in C#, uses the ASP.Net framework, and runs on IIS web servers. The company's server-side code is in Java with some C# and Python. Web servers are hosted primarily in Apache with Django for Python apps. Databases are mostly in MySQL. HubSpot runs the CentOS operating system on its Amazon EC2 servers with Windows Server for C# app servers. A dedicated team called the "Q Team", named after a James Bond character, creates, updates and maintains Puppet, which runs EC2 instances.[31]

HubSpot customers install a piece of JavaScript on their website, which tracks information about every page on the site. This creates terabytes of data from thousands of customers who may each have thousands of pages. To cope with the volume of data and keep queries fast, HubSpot uses a parallel Hadoop analytics cluster and Hive for some queries. HubSpot processes six million tweets per day.[31]

HubSpot's hosted products were considered in a private cloud until transitioning to a "hybrid cloud". The hybrid cloud keeps certain functions private, while tapping into the resources of a public cloud that can expand quickly as more resources are needed. HubSpot works with Rackspace and Amazon.com as their cloud vendors.[32]

Corporate

Leadership

HubSpot Co-Founder and CEO Brian Halligan is also a Senior Lecturer at MIT, a Red Sox fan and amateur guitarist.[33] Halligan believes the military-inspired command-and-control principles of leadership don’t take into account technological and societal changes that make knowledge workers more nimble.[34][35] Halligan favors rapid action, radical ideas, taking risks, questioning conventional wisdom[3]and says that mean CEOs are no longer effective.[36] Brian was also a 2005 Sloan Fellow and an Entrepreneur-in-Residence at the MIT Entrepreneurship Center.[3]

HubSpot Co-Founder and CTO Dharmesh Shah is an active member of Boston’s entrepreneurial community. He is an angel investor in over 30 startups and a frequent speaker on inbound marketing, innovation and startups.[33][37] Dharmesh believes in the “just write checks” model of angel investing, where he makes fast decisions and allows business owners to grow their business their own way.[37] He also supports the mantra of “watch your competitors, but don’t follow them,” meaning that becoming overly absorbed in what the competition is doing can dampen innovation. Dharmesh is an advisor to AngelList.[37] He was honored by the Boston Globe as the most innovative person in Massachusetts.[38] Dharmesh still writes software code, which he says isn’t work, but more like “a calling.”[39]

Mike Volpe was HubSpot’s fifth employee.[40] HubSpot promoted Volpe to CMO shortly after a funding round in 2011. He was previously Director of Marketing Operations at SolidWorks, where he transitioned the company from an outbound to an inbound marketing approach.

Vice President of Sales Mark Roberge has a unique background for a sales executive. He was trained as an engineer at MIT and started his life as a programmer at Accenture. Roberge met HubSpot Co-Founders Halligan and Shah at MIT and brought his metrics-based methodologies to HubSpot. Roberge was influenced by MIT’s focus on data and science-based decision-making principles. For example, Roberge has scored the personality traits that tend to lead to better sales performance metrics at HubSpot and looks for those traits in new hires. He says MIT taught him to “think big, make bold decisions, and constantly challenge the norm.”[41]

Laura Fitton became HubSpot’s Inbound Marketing Evangelist after her company Pistachio Consulting was acquired by HubSpot. She was honored with the Women Entrepreneurs in Science & Technology Award. Fitton helped teach companies like IBM, Johnson & Johnson and Ford Motor Co. to use social media.[42] In February 2012, HubSpot hired J.D. Sherman, the former CFO of Akamai Technologies and a prior IBM executive as COO.[43] Sherman was brought on in part to help the company scale and execute a future IPO.[44]

HubSpot’s Social Media Scientist Dan Zarrella holds the Guinness World Record for the webinar with the highest number of attendees[29] and is described as having a crusade against what he calls “rainbows and unicorns.”[45] The idea being that he’s using hard data to make a science out of social media. Zarrella also made headlines by creating Twitter mashups Tweetbacks and TweetSuite before joining HubSpot.[46]

Other Executives

  • The company has been influenced by David Meerman Scott who serves on its Board of Advisors.[47]
  • CIO Jim O’Neill is responsible for HubSpot’s hybrid cloud hosted model.[32]
  • Gary Vaynerchuk joined the HubSpot Board of Advisors in 2012.[48]
  • Chris Brogan joined the HubSpot Borad of Advisors in 2009
  • David Cancel became HubSpot’s Chief Product Officer after the 2011 acquisition of Performable.[49]

Corporate Culture

The entrance to HubSpot's offices

HubSpot has documented 13 features of its “post-modern culture.”[50] The company culture was inspired by the AMC television program MadMen. HubSpot created an unlimited vacation day policy[51] on the basis that employees already work through weekends and evenings, so they shouldn’t have to ask for a weekday off.[35] The CEO called the typical corporate vacation policy “a relic of an era when people worked 9 to 5 in an office.”[52] The HubSpot culture has been described as “fun and fast-paced.”[53]

Teams are named after Boston sports teams with employees participating in playful viral videos.[12] HubSpot favors cash perks, saying that ping pong tables and foosball tables only collect dust. For example, senior recruits coming from big companies are offered a “jailbreak” bonus of $1,000 per year they spent working for a big corporation.[54] The company has a free beer fridge, which it says encourages employees to spend time together after work and foster comradery.[55] HubSpot is aggressive about competing for talent. When HubSpot couldn’t find talent to implement HTML5, it offered a $10,000 bounty to anyone who referred a successful candidate.[31][54][56] The CEO relies heavily on blind reference checks to shared LinkedIn connections before hiring a candidate,[57] while the VP of Sales relies on identifying traits that have been mathematically determined to lead to sales performance.[41]

HubSpot has a "no door" policy and employees routinely switch seats to meet new people

In 2008 HubSpot salesperson Pete Caputa came up with an idea to increase sales through a partner program, but CEO Brian Halligan didn’t agree with it. Pete spent evenings and weekends working on it until it was so successful, it became his full-time job.[58] Now Pete oversees 30 employees and the partner program accounts for 20 percent of HubSpot’s revenue. This was the start of HubSpot’s startup within a startup program,[58] which supports ideas from employees. HubSpot compares the program to being a venture investor. Most of the programs fail, but come at a low cost.[53][58]

Growth Strategy

HubSpot aims to be a 100 year old, multi-billion dollar business comparable to the likes of Hewlett Packard,[59] Salesforce.com,[4] Google or Amazon.com.[60] These were the expectations of the company co-founders since it first spun out of MIT.[53] One growth strategy is in developing an enterprise-level “personalization engine” that would create “the end of static websites that are the same for everyone.” Management believes this is a bigger market opportunity than all of inbound marketing.[61][59] CEO Brian Halligan identified local, mobile marketing as an opportunity. The company aims to go public[44] with speculation that an IPO is pending.[62]



Notes

  1. ^ a b c d "hubspot proifle". Inc.com. Retrieved 6 October 2012.
  2. ^ a b c "From the Blackboard to the Boardroom". Entrepreneur. March 11, 2010. Retrieved February 27, 2012.
  3. ^ a b c "Interview with Brian Halligan, CEO & Co-Founder of Hub Spot". Noam Bernstein. May 24, 2011. Retrieved February 27, 2012.
  4. ^ a b Stone, Avery (August 8, 2011). "HubSpot wants to be Salesforce.com for small business". Fortune Magazine. Retrieved February 27, 2012.
  5. ^ Zieger, Melissa (October, 2011). "Interview with Dharmesh Shah: A Great Spot to Hub your Social Media". 367 Addison Avenue. Retrieved February 27, 2012. {{cite news}}: Check date values in: |date= (help)
  6. ^ Indvik, Lauren (March 8, 2011). "Here's What Google, Salesforce & Sequoia Are Investing In". Mashable. Retrieved March 9, 2011.
  7. ^ Kirsner, Scott (October 19, 2009). "Brian Halligan's To-Do List: Run Company, Write Book, Raise $16 Million". The Boston Globe. Retrieved January 22, 2011.
  8. ^ "HubSpot, Inc. Secures $12,000,000 Series B Financing". Xconomy. May 16, 2008. Retrieved January 22, 2011. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  9. ^ Hendrickson, Mark (May 15, 2008). "HubSpot Gets $12 Million To Drive Traffic to Your Site". TechCrunch. Retrieved February 27, 2012.
  10. ^ Ha, Anthony (May 16, 2008). "Marketing software company HubSpot raises $12M". VentureBeat. Retrieved February 27, 2012.
  11. ^ Rao, Leena (February 8, 2012). "Eyeing an IPO, HubSpot Adds Akamai's CFO and Former IBM Exec JD Sherman as COO". TechCrunch. Retrieved February 27, 2012.
  12. ^ a b Greenberg, Paul (January 24, 2012). "CRM Watchlist 2012 Winners - The Marketing Mavens". ZDNet. Retrieved February 27, 2012.
  13. ^ Psaty, Kyle (March 30, 2010). "EXCLUSIVE: A Tour of HubSpot's New Office in Lechmere". BostonInno. Retrieved February 27, 2012. {{cite news}}: Cite has empty unknown parameter: |coauthors= (help)
  14. ^ Halligan, Brian (June 16, 2011). "Why HubSpot Acquired Marketing Automation Company Performable". HubSpot's blog. Retrieved April 14, 2012.
  15. ^ a b Raab, David (December 2011). "Gleansight: Marketing Automation". Gleanster.
  16. ^ Rao, Leena (June 16, 2011). "HubSpot Acquires Marketing Software Startup Performable". TechCrunch. Retrieved February 27, 2012.
  17. ^ a b Rao, Leena (August 18, 2011). "HubSpot Buys Social Media Management Platform And App Directory Oneforty". TechCrunch. Retrieved February 27, 2012.
  18. ^ Basich, Zoran (August 18, 2011). "Annals Of PR: HubSpot Buys Oneforty, Says 'Tweet This'". The Wall Street Journal. Retrieved April 12, 2012.
  19. ^ O’Dell, Jolie (August 18, 2011). "Twitter app store Oneforty acquired by HubSpot". VentureBeat. Retrieved February 27, 2012.
  20. ^ Maksymiw, Amanda (February 17, 2012). "6 Lessons from HubSpot's LinkedIn Company Page". Business Insider. Retrieved February 27, 2012.
  21. ^ Seiter, Courtney (January 3, 2012). "Short Attention Spans and Social Media: How to Fight Back". Marketing Land. Retrieved February 27, 2012.
  22. ^ Maxwell, Scott (October 31, 2011). "5 Content Marketing Hurdles: Where Are You?". Business Insider. Retrieved February 27, 2012.
  23. ^ Gomer, Gregory (October 31, 2011). "HubSpot Reminds Us That Flash Mobs are Still Kind of Cool [Halloween Video]". BostonInno. Retrieved February 27, 2012.
  24. ^ "What is Inbound Marketing with Brian Whalley". Internet Marketing Podcast. February 21, 2012. Retrieved February 27, 2012. {{cite news}}: |first= missing |last= (help)
  25. ^ Prescott, Bill (February 5, 2012). "Business Sense: Inbound Marketing". The Times Standard. Retrieved February 27, 2012.
  26. ^ a b Stelzner, Michael (June 22, 2011). "The Power Of Other People". FAST Company. Retrieved February 27, 2012.
  27. ^ Hunt, Julie (January 1, 2012). "Platform is in the Eye of the Beholder". SmartDataCollective. Retrieved February 27, 2012.
  28. ^ Zieger, Melissa (October, 2011). "Interview with Dharmesh Shah: A Great Spot to Hub your Social Media". 367 Addison Avenue. Retrieved February 27, 2012. {{cite news}}: Check date values in: |date= (help)
  29. ^ a b Partrick, Kimberly (August 23, 2011). "HUBSPOT SET NEW LARGEST ONLINE MARKETING SEMINAR RECORD". Guinness World Records. Retrieved February. {{cite web}}: Check date values in: |accessdate= (help)
  30. ^ http://www.hubspot.com/services/
  31. ^ a b c McCarthy, Kevin (May 26, 2011). "The Tech Behind HubSpot". BostInno. Retrieved February 27, 2012.
  32. ^ a b Butler, Brandon (February 22, 2012). "Public Cloud vs. Private Cloud: How About a Hybrid?". Network World. Retrieved February 27, 2012.. {{cite news}}: Check date values in: |accessdate= (help) Cite error: The named reference "sixtyseven" was defined multiple times with different content (see the help page).
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Further reading

  • Halligan, Brian (2010). Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History. John Wiley & Sons, Inc. ISBN 978-0-470-90052-9. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  • Halligan, Brian (2010). Inbound Marketing: Get Found Using Google, Social Media and Blogs. John Wiley & Sons, Inc. ISBN 978-0-470-49931-3. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  • Bodnar, Kipp (2012). The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More. John Wiley & Sons, Inc. ISBN 978-1-118-16776-2. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)
  • Zarella, Dan (2011). The Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas. Do You Zoom, Inc. ISBN 978-1-936719-27-3. {{cite book}}: Cite has empty unknown parameter: |coauthors= (help)
  • Zarella, Dan (2010). The Social Media Marketing Book. O'Reilly Media. ISBN 978-0-596-80660-6. {{cite book}}: Cite has empty unknown parameter: |coauthors= (help)
  • Meerman Scott, David (2009). World Wide Rave. John Wiley & Sons, Inc. ISBN 978-0-470-39500-4. {{cite book}}: Cite has empty unknown parameter: |coauthors= (help)
  • Meerman Scott, David (2007). The New Rules of Marketing and PR. John Wiley & Sons, Inc. ISBN 978-0-470-11345-5. {{cite book}}: Cite has empty unknown parameter: |coauthors= (help)
  • Fitton, Laura (2009). Twitter for Dummies. Wiley Publishing, Inc. ISBN 978-0-470-47991-9. {{cite book}}: Unknown parameter |coauthors= ignored (|author= suggested) (help)

External links

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