The Decision to Target SMBs

Founders Brian Halligan and Dharmesh Shah reveal how they took a blog started as a hobby and turned the ideas behind it into a $20+ billion success. In 2006, HubSpot upended traditional approaches to marketing by taking advantage of the the nascent internet in a new way: By capitalizing on seach engines and social media, they offered a way to pull customers in rather than pushing ads and mailers out. They coined the new category “inbound marketing.” They continued to defy conventional wisdom, deciding to serve small businesses over big enterprises, and taking on a Goliath in a new category. As the founders explain, zigging where others zag is the key to their success.  

Host: Roelof Botha, Sequoia Capital 

Featuring: Brian Halligan, Dharmesh Shah, Pat Grady, Dannie Herzberg

Transcript: https://www.sequoiacap.com/podcast/crucible-moments-hubspot/