I read 100+ articles a week and bring the best ones to your inbox. Welcome to โLess Social, More Salesโ โ a weekly dispatch of the latest strategies, trends, and tools designed for those who are serious about selling online. No fluff, no filler. Just pure gold.
๐ The anti-marketing method that crushed the internet game
Once upon a time, two MIT students named Brian and Dharmesh were scheming up business ideas over late-night ramen.
"I'm so sick of sales calls interrupting my dinner," Brian grumbled through a mouthful of noodles. "There's got to be a better way to get customers."
Dharmesh nodded, pushing up his glasses. "What if instead of hassling people, we created stuff they actually wanted? Like articles answering their questions?"
Brian's eyes lit up. "And used search engines to help them find it!"
A grin spread across Dharmesh's face. "My friend, I believe you've invented inbound marketing."
And so, in 2004, they founded a little company called HubSpot to spread the gospel of inbound.
Taking the Road Less Traveled
HubSpot could've played it safe and marketed themselves as "internet marketing software."
But they said "No way, Josรฉ" to the easy route. Instead, they set out to educate the world about this newfangled "inbound marketing" category.
They wrote books about it. Started an inbound blog. Hosted inbound conferences.
Embracing the Enemy
Most businesses avoid making enemies. Not HubSpot.
They called out outbound marketingโcold calls and disruptive adsโfor annoying the crap out of customers.
Slogans like "Stop interrupting. Start connecting" rallied the inbound troops.
This "good inbound vs evil outbound" storyline fired up their fans.
Content: The Crown Jewel
HubSpot set out to prove inbound's superiority.
Their secret weapon? Content and lots of it.
To date they've published 40,000+ articles optimized for search engines.This content tidal wave pulls in 4.8 million visitors each month, thanks to SEO ๐คฏ
The HubSpot Blueprint
So, how did these MIT visionaries architect an inbound empire? Simple:
๐ Identified customer pain: constant interruptions
๐ Offered a solution: inbound marketing
๐ Created a niche: became THE inbound marketing experts
๐ Picked an enemy: outbound marketing
๐ Focused obsessively on content + SEO
Your Turn to Shine
Want your business to be a beacon like HubSpot? Reflect:
๐ What do your customers yearn for?
๐ What's the biggest problem you can solve for them?
๐ How can you offer a unique solution?
Dare to Disrupt ๐,
Margo
P.S. Ready to shake up your marketing strategy? Drop me a quick reply - I'd love to hear how about it!
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Less Social More Sales
Margo Mulvihill
I read 100+ articles a week and bring the best ones to your inbox. Welcome to โLess Social, More Salesโ โ a weekly dispatch of the latest strategies, trends, and tools designed for those who are serious about selling online. No fluff, no filler. Just pure gold.
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