Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

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

11 Sept 2023 · 1 min

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A short excerpt from a YouTube talk (uploaded Sep 11, 2023 by Jason M. Lemkin) where the speaker recounts HubSpot's decision to create a new category called "inbound marketing." The speaker describes tangible outcomes of that move: a book, a blog attracting 2 million visits, and an event that had 14,000 attendees in the prior year, and poses the question of whether others should create their own category.

Questions this video answers

Jason M. Lemkin

September 11, 2023

2 million visits

14,000 people

Chapters

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 going to 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 got had 14,000 people last year. It's this big thing. So we have all this push that we've 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?