Starting at the persona level, HubSpot needs to realize that Owner Ollie and Marketer Marys are just one of several people involved in the buying process of their services. HubSpot needs to understand who the other people are in the buying process in each of these segment, including the influencers of Owner Ollie and Marketer Mary, and how their influence impacts how each of these personas achieve their marketing and sales objectives or not. The persona research also needs to include pricing elasticity by service and the overall pricing elasticity for marketing services in general. HubSpot today has not gone to this level of analysis with any customer base yet. Given their strong analytics background and core base of engineering talent from MIT, this will be achievable. Knowing each member of the buying process for Owner Ollie and Marketer Mary will also allow HubSpot to understand the demand curve for each service and their total solution across these segments. Persona and pricing research need to be included in conjunction with one another as the behavior of entire customer segments will change based on pricing analysis and overall perceptions of value. These are advanced aspects of pricing and positioning, yet HubSpot has the staff that can take action on these recommendations and achieve them. From a paradoxical standpoint, HubSpot needs to use its own tools on its very own selling and marketing strategies to be more effective. That is the ironic aspect of this case study, as HubSpot suffers from the same problems its customers do. By using advanced analytics and a solid platform for unifying them, HubSpot can bring together persona research, pricing analysis and more effective analysis of buying cycles of their products. Lastly, the highly effective use of their Grader freeware tools connotes a high value...
But what price and valuation do prospects attribute to them based on these tools? They don't know the answer to that question yet it is critical to their long-term value-based pricing strategy. Twitter Grader, Facebook Grader and Website Grader all deliver significant value and set expectations of performance and are invaluable for generating leads. HubSpot has no idea what the value of these services are worth however.
B2C and B2B Markets The objective of this study is to examine that while marketers acknowledge that relationship marketing is important to both B2C and B2B markets, some believe it is more important in a B2B market and why it is that they feel this way and finally if they are correct. The concept of relationship marketing based on delivery of superior value is reported to place emphasis on the
B2C e-commerce that eBags has used to develop a competitive advantage over the traditional retailers of bags and accessories is the fact that shopping is more convenient and faster. Indeed, the eBags website provides 24 hours a day, 365 days a year access. Let us only consider a 'traditional' process of buying a bag. You have to go to a specialized store for this, which is most often open
B2B and B2C Commerce Matrix In today's global economy, E-commerce is a dynamic force, encouraging more and more businesses to conduct "business" online. B2B transactions can be a very effective way of bolstering small business, and transforming simple business strategies to complex business partnerships. B2B or business-to-business e-commerce is an efficient and often life-changing move for many small businesses interested in participating in the global market. On the other hand, many businesses
B2B & B2C Ethics Because of the application of Internet, the present society is capable turning the geography to become history by wiping out of geographical barriers in the sphere of information transactions. The tremendous growth of e-business has facilitated economic globalization. Internet commerce has given rise to existence of various kinds of business models. (Business ethics and global marketing client confidentiality statement) Broadly the websites concerned with internet trading has been
This can alleviate taking on a supplier who may be very risky and not capable of delivering on orders in time to meet customer orders (Hammermaster, 22). Supply chain management systems, once extensively used in larger businesses, has become pervasive in small businesses to the retailer level as they deliver major gains in profitability over time. B2C Technologies as the Foundation of an e-Business Strategy Any e-business strategy today needs to
B2B B2B businesses also have an ethical obligation to interact with other businesses by adhering to standard business principles and fair trading regulations. Global Internet protocols are being established now resulting in more rules and regulations regarding jurisdictional power and liability for businesses offering services to other businesses, especially from a global perspective (Thierer & Crews, 2003). Businesses conducting business with other organizations must be aware of support functions, outsourcing regulations
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