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HubSpot and Motion AI: Chatbot-Enabled CRM, Teaching Note
Avery, Jill; Steenburgh, ThomasNota del Instructor HBS-520100-EMarketingTeaching note for case 518067.Desde 0,00 €
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ScriptLogic (R): Point, Click, Done! (TM)
Steenburgh, Thomas; Crisses, AlexanderCaso HBS-508114-EMarketingScriptLogic is a software company that has built a product portfolio that fits under a 'Point, Click, Done!' umbrella; its products are easy to download, easy to install, and easy to use. The company's online marketing program and inside sales force have been very successful in finding and bringing in new customers, in part because of a laser-like focus on increasing its marketing ROI. As ScriptLogic looks towards its next phase of growth, howeve...Desde 8,20 €
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Motivating Salespeople: What Really Works
Steenburgh, Thomas; Ahearne, MichaelArtículo HBS-R1207D-ENo sales force consists entirely of stars; sales staffs are usually made up mainly of solid performers, with smaller groups of laggards and rainmakers. Though most compensation plans approach these three groups as if they were the same, research shows that each is motivated by something different. By accounting for those differences in their incentive programs, companies can coax better performance from all their salespeople. As the largest cadre...Desde 8,20 €
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Target the Right Market (HBR Case Study)
Avery, Jill; Steenburgh, ThomasArtículo HBS-R1210X-EDirección estratégicaSparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Desde 8,20 €
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HubSpot: Lower Churn through Greater CHI, Teaching Note
Avery, Jill; Martinez-Jerez, F. Asis; Steenburgh, ThomasNota del Instructor HBS-116051-EContabilidad y controlTeaching note for case 110052. HubSpot, a web marketing startup selling inbound marketing software to small- and medium-sized businesses, is under pressure from its venture capital partners to rapidly acquire new customers and to maintain a low level of customer churn. The B2B SaaS company is in the midst of pursuing a Series C round of funding. To do so requires them to bring their business metrics into line with VC expectations and peer compan...Desde 0,00 €
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Target the Right Market (Commentary for HBR Case Study)
Avery, Jill; Steenburgh, ThomasArtículo HBS-R1210Z-EDirección estratégicaSparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Desde 8,20 €
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Verne Global: Building a Green Data Center in Iceland
Steenburgh, Thomas; Okike, NnamdiCaso HBS-509063-EMarketingVerne Global, a pioneering startup created to build the first large-scale data center in Iceland, faces critical challenges regarding its green strategy. Verne Co-Founder Isaac Kato is tasked with evaluating how the company can most successfully market and sell the green components of its service offering. Using only renewable energy in its data center facility, Verne can drastically reduce customers' carbon emissions, enabling customers to meet ...Desde 8,20 €
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Marketing Analysis Toolkit: Customer Lifetime Value Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-511029-EMarketingCustomers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the lon...Desde 8,20 €
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Marketing Analysis Toolkit: Pricing and Profitability Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-511028-EMarketingPricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability analysis. Users will learn how to produce and interpret demand curves and calculate the price elasticity of demand. The concepts of revenue, costs, and contribution margin, gross margin...Desde 8,20 €
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HubSpot: Inbound Marketing and Web 2.0
Steenburgh, Thomas; Avery, Jill; Dahod, NaseemCaso HBS-509049-EMarketingThe case 'HubSpot: Inbound Marketing and Web 2.0' introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial venture which, in its quest for growth, faces significant challenges including: developing market segmentation and targeting strategies to de...Desde 8,20 €