1. Marketing SolutionsHubSpotCase Study Building thought leadership with LinkedIn Company Pages and Groups“ LinkedIn brings us in contact every day with the B2B professionals that understand the value of Challenge our products – and it allows us to strengthen our • Engage with B2B marketing professionals connections and share our ideas on inbound • Raiseawareness of HubSpot’s inbound marketing marketing within the LinkedIn community.” expertise • Set HubSpot apart from competitors Dan Slagen, Global Marketing Relations, HubSpot Solution • Launch LinkedIn Company Page and post status Talking with prospects, instead of talking at them updates to engage followers HubSpot, based in Cambridge, Mass., creates marketing • Create LinkedIn Group for Inbound Marketers and software that helps businesses grow web traffic, generate take part in conversations inbound leads, and convert leads into paying customers. • Respond to questions in LinkedIn Answers HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing Why LinkedIn? pages, lead intelligence, and marketing analytics. Since its • Professional audience eager to engage in business founding, HubSpot has worked with over 7,500 companies discussions in 45 countries. • Social tools and status updates encourage commenting and sharing The marketing software market is a crowded one, and • Many opportunities for HubSpot to share thought HubSpot attracts prospects through inbound marketing leadership and expertise strategies, including lead-generation offerings such as free webinars and e-books. “However, we realize we’re not the only ones doing this – and to potential customers, companies Results like ours often sound similar,” explains Dan Slagen, Global • 16,500 followers and 82,000 group members Marketing Relations for HubSpot. • Exponentially higher conversions for customers than other social networks To meet the challenges of differentiating HubSpot from • Thought leadership position helps improve lead competitors, and reaching out to a B2B audience, the generation efforts company targets members of the major social networks – but for the most part, Slagen says, identifying B2B prospects within these networks is only moderately successful as their core focus is not B2B.