From “permission marketing” to inbound marketing:
Inbound marketing comes from the concept of “ permission marketing ”, created in the 2000s by Seth Godin, a former Yahoo employee, who realized that by obtaining the authorization of targeted people, the conversion rate was better.
As a result, companies had a more advanced acquisition lever , but they still had to interact directly with prospects.
It was in 2006 that inbound marketing really appeared.
This method involves bringing the customer to you, rather than going to get them. With the rise of the internet, changing needs are pushing consumers to look for quality offers and content that generate more interest, better meet their expectations and ultimately, strongly influence their purchasing behavior.
Inbound marketing has many advantages for a company, since it allows it to capture its attention, convert it and build loyalty.
However, carrying out inbound marketing campaigns requires a lot of time , powerful tools and a wide range of skills.
This is why Brian Halligan and Dharmesh Shah , two how to build phone number list brilliant students at MIT in Boston, had the idea of designing a complete software dedicated to inbound: Hubspot . They took the good practices of the web that were previously scattered and decided to make them a methodology for their new tool.
To put it simply, Hubspot allows you to link a range of tools involved in Inbound Marketing . Initially exclusively marketing (today it is a complete CRM suite, see below), the platform allows you to manage, among other things:
the site, blog posts or landing pages , with Content Hub
emails, social networks, forms, SEO, calls-to-action , marketing automation scenarios or even traffic data analysis with Marketing Hub
Contacts with AI-powered Smart CRM
Sales with Sales Hub
quotes, invoices and collections with Commerce Hub
Customer service, surveys and ticketing with Service Hub
operations via Ops Hub and APIs
In short, there is something for all prices and all budgets depending on your current tools, your needs, objectives, where you are starting from, where you want to go and how quickly.
To go further, in the values of the Inbound philosophy, Hubspot is in line with the major current values of companies: respect and transparency of customer relations, employees (regularly named in the first three “ best place to work ” ), controlled and profitable investment in the long term, significant and controlled improvement of the brand image .