HubSpot: How Authority Translates into Sales

The second Boston company I’d like to profile is marketing software company HubSpot. I admire this company so much that I’ve applied for a job there. If you’d like to help me turn an application into a hire, tweet this article @HubSpot with the hashtag #HireLindseyHubSpot.

So, why HubSpot?

First, an introduction. HubSpot is a marketing software that helps businesses navigate the tricky waters of Web 2.0. From landing pages, SEO, analytics, email marketing and social media, HubSpot software gives business owners and marketers an incredibly useful tool to headquarter their online marketing efforts.

However, there are plenty of marketing software companies out there. What sets HubSpot apart? Two words: authority and accessibility.

HubSpot constantly provides valuable content for its consumers, thus establishing the company as an authority in the field. With a blog ranked 31st in today’s list of AdAge’s Power150 Marketing Blogs, an endless supply of e-books, webinars, emails and live conferences, HubSpot supplies countless sources of useful information. This is a company that knows it’s not enough to tell customers that Web 2.0 marketing works, they have to show it with every post, tweet, ebook and piece of content.

The crazy part? Most of this content is free, low-priced or only requires an email address. Most businesses wouldn’t dream of giving away one of their biggest assets, trade knowledge, to anyone with access to the internet. Then you look at the numbers. HubSpot has grown 6015% in the last three years, earning itself the #2 ranking of Inc magazine software companies and rakes in around 15 million in revenue. Not so crazy after all.

By making its content accessible, HubSpot succeeds on multiple levels. First, it cements HubSpot’s role as an authority. Before customers even know exactly what questions to ask, HubSpot provides answers. When those same customers want to purchase marketing software, who will they choose: the company who has been answering their questions all along or a new software that has to start their pitch from scratch? Secondly, offering free content makes HubSpot accessible to a much wider audience. Think about how much these articles widen their sales funnel and how many leads are qualified with email addresses and ebook downloads. Finally, writing in a easily understood tone makes an intimidating topic much more approachable. Some of these concepts are intimidating when you first hear about them! With this wide array of accessible resources, HubSpot sways potential customers who might be scared off by overly technical terms.

As someone who has had a blog for about half a year, I continue to be surprised by the power of the internet in relation to marketing, content sharing and influence. Social media and blogging has opened doors for me that I never would have thought possible (it’s not every day the author of  one of your favorite books profiles you on his website!). I’ve been thinking a lot over the last few months about what kind of career I’d like to pursue and I boiled it down to this: I want to help businesses tell their stories. HubSpot is an invaluable resource for businesses (and individual bloggers like me!) to share their stories with the world. Here’s hoping that I can be a part of it.

Thanks for reading and sharing. Lindsey Kirchoff.

3 thoughts on “HubSpot: How Authority Translates into Sales

  1. Drew Tewell says:

    Nice post on HubSpot! And congrats on the post and getting to work with David Meerman Scott. Have you tried talking to the hiring manager directly at HubSpot?

  2. Jared Proctor says:

    Wow, only a half-year under your belt and you’re already rocking this medium. Good for you.

    You’re a talented writer and creative thinker. A smart company will snatch you up soon. Although something tells me you’ll be working for yourself eventually. Good luck out there…

  3. Drew: Thanks for commenting! I saw your post on a AllGroanUp article…your Dream Job ebook is on my list for this weekend. Sorry for the delayed comment reaction–I totally missed this one somehow. Right now, I’m talking to a few people at HubSpot…we’ll see how it goes!

    Jared: I appreciate all your kind words. Starting this website has taught me so much and I’m glad you think I’m “rocking” it! Right now, my goal is to work for a smart company that will help me build a strong marketing foundation. But you do read me well. I would love to work for myself someday. Thank you again for reaching out.

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