Unleashing the Power of Inbound Marketing: Creating Your Own Category with HubSpot's CTO

Name: Unleashing the Power of Inbound Marketing: Creating Your Own Category with HubSpot's CTO
Uploaded: 2023-09-11T14:30:02+00:00
Duration: 32 s
Channel: Jason M. Lemkin
Description: In this segment, the speaker recounts a pivotal decision to launch an entirely new market category—"inbound marketing"—and the subsequent growth it…

11 Sept 2023 · 1 min

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In this segment, the speaker recounts a pivotal decision to launch an entirely new market category—"inbound marketing"—and the subsequent growth it generated. He highlights the tangible outcomes of this strategy: authoring a book, running a blog that attracted roughly two million visits, and hosting a large-scale event that drew 14,000 attendees in a single year. The speaker frames this success as evidence of the power of category creation and preempts a common question he receives: whether others should attempt to create their own categories.

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So we made this weird, very impactful decision. We didn't know how impactful it was going to be at the time that we made it. It's like, okay, we're going to create an entirely new category, and we're gonna create a movement. It's now, years later, millions of dollars later, so we wrote a book, have a blog that gets 2 million visits, have an event that's had 14,000 people last year. It's this big thing, alright? So we have all this push that we've put behind this new category called inbound marketing. Now the question I get asked all the time, and even if you don't ask me, I'm going to tell you anyway, should I create my own category?