HubSpot is a developer and marketer of software products for inbound marketing and sales.
HubSpot is a developer and marketer of software products for inbound marketing and sales.
• Target audiences: B2B: (Digital) Marketers, IT Managers, agencies in SMEs and Enterprise.
• Founded by Brian Halligan and Dharmesh Shah in 2006. Its products and services provide tools for social media marketing, content management, web analytics and search engine optimization (SEO).
HubSpot launched HubSpot CRM Free in 2014. The CRM product
tracks and manages interactions between a company and its
customers and prospects. It enables companies to forecast
revenue, measure sales team productivity, and report on revenue
sources. The software as a service product is free and integrates
with Gmail, G Suite, Microsoft Office for Windows+++
HubSpot…the story so far
• HubSpot provides tools for social media marketing, content management,
web analytics, landing pages and search engine optimization. HubSpot has
integration features for salesforce.com, SugarCRM, NetSuite, Microsoft
Dynamics CRM +++.
• HubSpot provides its customers with an all-in-one approach. CRM Search
said HubSpot was the “best marketing solution” that combined many tools
into one package; it identified HubSpot’s strengths as the sophistication of its
Call to Action (CTA) tool, its online ecosystem and its “ease of use.”
HubSpot…the story so far
Get the full stack…
• HubSpot is a US company and has been established for over 10
years and the Dublin Operations, EMEA HQ, have been established
for over 5 years
• HubSpot employs close to 3,000 people and have just acquired new
office space in Dublin which can house up to 1,500 staff
• HubSpot started as an Inbound Marketing software and is now
evolving to become an all-in-one platform
HubSpot Background
DACH is an acronym used to describe Germany (D),
Austria (A), and Switzerland (CH). These neighbouring
countries represent the largest community where German
acts as the de-facto nationwide official language and is
the first language of the vast majority of the people.
Where is DACH?
• The Berlin office is the first office outside Dublin and serves the entire DACH
region (Germany, Switzerland and Austria)
• The Berlin office was opened 3rd of July 2017
• Sales, marketing and CX based in Berlin, 75 people currently
• The Customer Success Team, spans Account Management, Agency Services,
Technical Services, Implementation and Technical Support
• CX started with 1 person in September 2017 and has now grown to 29 people
HubSpot DACH
Once upon a time in Berlin…
https://www.suicidesue2.com
You are a Marketing Consultant appointed by Berlin
Café ‘Suicide Sue’ to advise on its planned Catering
operation, SuicideSue2, working with HubSpot
technology…
The Brief
• 2,000 words +/- 10%
• APA6 referencing
• Word document (only) upload by 23.59 April 19th 2020
• Do not submit late. Marks will be deducted.
• You must attach evidence you have completed HubSpot
INBOUND certification – attach confirmation email to your pdf.
INDIVIDUAL ASSIGNMENT #2 – SPRING 2020
SuicideSue2 – the Brief
• Assessment of the current situation – lack of go to market strategy, a reactive
business model, inefficient set up with possibly very low profit margin, currently no
understanding of value of CRM and automation
• Show understanding of how CRM and automation tools can help a small business
(you may also reference other tools than HubSpot provided they are relevant and
realistic)
• Creation of ONE Buyer Persona for Catering
• Sharing a 12-month plan showing how to engage with prospects, current
customers and lapsed customers
• Demonstrate understanding of the Inbound process – you must provide evidence
that you have completed HubSpot Inbound Certification, proof of which should be
added to the report at the very end
SuicideSue2 – the Brief
https://academy.hubspot.com/courses/inbound
HubSpot Inbound Certification
GOOD LUCK!
Managing Customer Experiences: #2 Individual Assignment Brief
S P R I N G 2 0 2 0
MKT-436
Managing Customer Experiences
SPRING 2020
Individual Assignment #2 Brie
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