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Reference no. 9-509-049
Prize winner
Subject category: Marketing
Published by:
Harvard Business Publishing (2009)
24 January 2011
Revision date:
21 pages
Data source:
Field research


This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial venture which, in its quest for growth, faces significant challenges including: developing market segmentation and targeting strategies to decide which customer to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers experience, and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods need to be employed to accelerate growth.


Social media; Market segmentation; Internet marketing; Entrepreneurship; Customer Relationship Management (CRM); Web technology; Pricing policies
USD5,000,000, 40 employees

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