Brian Halligan , Dharmesh Shah
Physical
In Circulation| Language | English |
|---|---|
| ISBN-10 | 0470499311 |
| ISBN-13 | 9780470499313 |
| No of pages | 226 |
| Font Size | Medium |
| Book Publisher | Wiley |
| Published Date | 29 Oct 2009 |
I am the co-author of "Inbound Marketing: Getting Found In Google, Blogs, and Social Media. “My day job is as co-founder and CEO of HubSpot, an inbound marketing company started in 2006.
Most business market their products by "interrupting" their potential customers with advertisements, cold calls, email blasts, etc.
We humans have gotten sick of being interrupted by marketers and have gotten better-and-better at blocking them out with new technology such as caller ID, spam protection, TIVO, etc.
HubSpot helps businesses transform they way they market from interrupting potential customers to helping them "get found" by them in the natural course of the way they work today in Google, in blogs, and in social media sites.
In other words, we help companies transform from "outbound marketing" to "inbound marketing." Despite only starting the company a few years ago, we have over 1700 paying customers who on average increase their lead flow by 6x within 6 months of buying our product.
In addition to working at HubSpot, I am an EIR at MIT where I lecture on startups and marketing as well as help students when I can.
Prior to HubSpot I was a venture capitalist. It was in working with small startups that I realized that the fundamental way in which marketing has worked for the last several decades was simply broken.
Prior to being a vs., I was a student at MIT where I was a Sloan Fellow. I spent a lot of time at MIT studying web2.0, business model transformation, and innovation.
In the early part of this decade, I spent four years running sales at Groove Networks prior to it being acquired by Microsoft.
I spent the first 10 years of my career in sales and marketing roles at Parametric Technology Corporation where I joined in startup mode and helped it grow to be over $1billion in revenue.
In my spare time, I like to read books by folks like David Merman Scott, Seth Godin, Clayton Christiansen, Geoffrey Moore, etc.
I also play guitar poorly. I enjoy all kinds of sports like tennis, squash, running, and golf. I can often be found in summertime enjoying a Red Sox game in Fenway Park.
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Stop pushing your message out and start pulling your customers in Traditional "outbound" marketing methods like cold–calling, email blasts, advertising, and direct mail are increasingly less effective. People are getting better at blocking these interruptions out using Caller ID, spam protection, TiVo, etc.
People are now increasingly turning to Google, social media, and blogs to find products and services. Inbound Marketing helps you take advantage of this change by showing you how to get found by customers online. Inbound Marketing is a how–to guide to getting found via Google, the blogosphere, and social media sites.
• Improve your rankings in Google to get more traffic
• Build and promote a blog for your business
• Grow and nurture a community in Facebook, LinkedIn, Twitter, etc.
• Measure what matters and do more of what works online The rules of marketing have changed, and your business can benefit from this change. Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.