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The Growth Strategy That Grew Hubspot To +$30 Billion
Marketing Against The Grain
Evolution of B2B Marketing Models
The evolution of B2B marketing models at HubSpot from a traditional sales-led funnel to incorporating product-led growth (PLG) strategies is discussed. Initially using traditional lead generation processes like capturing form fields for qualified leads and following the MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead) to customer journey, HubSpot experimented with high-value webinars and templates as additional qualification methods. The company also innovated early on with high-value product-oriented offers like landing pages built into the product. Tracking web visits, prospects, and utilizing tools like website grader for lead nurturing were key components of their first iteration towards a more robust marketing strategy.
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