Marketing murketing

Ever heard of Brian Halligan? Maybe not, but you’ve probably heard of HubSpot, especially if you are involved in any sort of new business venture.

One of my friends has an internship with a start-up company this semester. This morning she was telling me about this great new marketing software that she thinks could be really useful to the company, called HubSpot. I decided to check it out.

Woah, hang on. Is this Rob Walker talking? This clip looks like it is the video complement to Walker’s book, Buying In. In fact, it seems as if HubSpot is murketing in action. As Walker predicted, perhaps companies are starting to recognize and capitalize on murky marketing tactics in this ever changing world.

Yet, as HubSpot suggests, this may not be such an easy transition for some companies. HubSpot operates under the principle that “outbound” marketing, which involves interrupting the potential consumers’ daily lives, is no longer effective. Walker would call this “traditional” marketing. HubSpot identifies outbound techniques as cold calls, tradeshows, direct mail and seminars. HubSpot claims that these techniques are no longer effective, because of changing technology which creates barriers to their access (caller id, spam blockers, TiVo, SiriusXM Radio) and new technology which is more readily accessible and user-friendly (Google, Facebook, Twitter, blogs).

HubSpot also suggests that perhaps we are just simply sick of these interruptions.

Thus, HubSpot promotes “inbound” marketing. What exactly is inbound marketing? It involves conversing with the consumer rather than interrupting the consumer. It entails adapting to and entering into the ways in which Generation X interacts and learns. Thus, inbound marketing involves integrating search engine optimization, social media sites, blogs, etc. in order to relate to potential consumers. Inbound marketing requires becoming a part of the every day life of it’s target consumers. HubSpot is sure to emphasize that this can be a daunting task, as the new marketing world is vast, complex and interrelated.

HubSpot’s website explains:

“It’s time to reshape the way we think about marketing. Stop pushing. Start attracting. Stop interrupting. Start engaging.”

How, exactly are companies supposed to do this? Ah, that’s easy. Simply buy the HubSpot software. Duh.

“HubSpot’s Inbound Marketing Software gives you all the tools you need to make marketing that people will actually love – earning quality leads and loyal customers in return.”

Essentially, HubSpot is turning murketing into a product.

Fancy that.

HubSpot’s software includes blogs, website management, SEO (search engine optimization) tools, prospect intelligence (“lets you know if a company is visiting your site without filling out a form”), marketing analytics, competitor tracking, blog analytics, email management and lead intelligence (“understand how your leads are navigating your site for more informed sales calls”), among others. These tools fall under three different categories of the software, “tools to get found,” “tools to analyze” and “tools to convert”. How much does this all cost?

Up to $700 a month for the “enterprise” plan. Ouch. Yet, HubSpot appears to be a rapidly growing and readily successful company.

Perhaps murketing is worth the cost.

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