Essay by Sid146University, Master's November 2014

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CASS BUSINESS SCHOOL, MSc Management, Group A9.

1. HubSpot, founded by Brian Halligan and Dharmesh Shah was established to "convince America

that the rules of Marketing had changed". The traditional marketing programs involved outbound

marketing in which consumers were approached by businesses through promotional means such as

Television Ads, Billboards, Banners and so on. According to Hubspot, such a strategy is interruptive

and continuously "drives a message into a crowd like a sledgehammer" only in the hope that

customers will can catch on. The bombardment of commercial messages in the form of outbound

marketing is therefore having diminishing effectiveness. Furthermore, such strategies appealed to

same audiences again and again, thus bringing in less new business . 1

Hubspot identifies that search engines, blogs and social media generate new business faster

than any other means in this information age of digital global communications and networking.

Businesses must transform their marketing strategies as a result of the 'changed rules of marketing'

created by the web through adopting an inbound marketing strategy. As opposed to the traditional

outbound marketing strategies, inbound marketing occurs where rather than pushing a message

towards a mass audience, customers are pulled only towards goods or services that they are

interested in. Inbound marketing is customer orientated through as opposed to the product

orientation of most outbound marketing campaigns.

Businesses are operating in highly competitive environments and therefore cost cutting and

efficiencies are key to surviving. As inbound marketing costs five to seven times less than a lead

generated by outbound marketing, this can prove more efficient for businesses. Furthermore, the

rate of small businesses has increased significantly in economies such as the US and the UK

therefore this offers them an opportunity to promote a good or service within a small budget and

compete effectively, even...