Marketing Pilgrim's "Inbound Marketing" Channel

Marketing Pilgrim's Inbound Channel is sponsored by SDL. SDL Campaigns empowers marketers to create, deliver, monitor and measure dynamic, highly-targeted and personalized digital marketing campaigns across all channels and devices.

HubSpot’s New Platform Aims for Larger Businesses

HubSpot (disclosure: Inbound Marketing channel sponsor for Marketing Pilgrim) has carved a very strong niche for itself in the Internet and social media marketing world. Over the past 6 years the company has grown aggressively to now serve over 6,000 customers using their SaaS (software as a service) delivery model to help create and manage marketing activities that help small and medium businesses get the most from their online efforts.

Starting today, however, HubSpot is now going after larger marketers with a new offering. The Boston Globe reports

Cambridge software maker HubSpot Inc. will release a completely overhauled version of its online marketing platform at the company’s annual user conference Wednesday, which is drawing about 2,800 customers and marketing professionals to Boston’s Hynes Convention Center for three days.

The six-year-old firm, which makes software used by small and medium-sized businesses to manage online marketing and social media, is now after bigger fish, according to Lori Wizdo, a marketing analyst with Forrester Research in Cambridge who is speaking at the HubSpot conference. Its new platform can manage the longer, more complex sales cycles of larger organizations and will “dramatically expand’’ the company’s “range of customers,” she said.

HubSpot has received investment from Google Ventures and many others to help build it into the company that had $29 million in revenue in 2011 and has coined the term ‘inbouund marketing’. It’s path has naturally taken it to a place where larger marketers are desirable as marketing automation gains favor throughout business.

“As you sell to larger businesses, it gets more competitive — but that’s why we wanted to enter that market,” said Mike Volpe, HubSpot chief marketing officer.

The new version gives HubSpot users more information on the social media habits of potential customers, using their posts on social networks such as Facebook to identify sales leads, said Volpe.

HubSpot has 375 employees and part of their end game is ultimately to go public. For right now, however, they are simply moving forward to build next generation tools to help marketers manage the ever increasingly difficult world of the Internet.