Chapter Chapter 2 2 objectiveobjectives of frees ofd freeom daonmd aa nhed aalthy hea lifelthystyle life swtylehere w herethey theyhave hcaoventro col ntrol over overtheir theirwork w liforke. Fro lifem. Fro mym e xmperieny experience, thece ,m theetho mdetho outlid noutlied herened herewill will workwork for all for of all us. of Fo ucs.u sFoincgu osinn gthe on n theeeds n eeofds a speof ac ispeal groupcial group of peopl of people e createscreates differe differentiationtina ationdn baandrrier basrrier to cso tom petitivecompetitive entry entr, whichy, w hichprovi provide de the margithe margins reqnus irereqdu forire da goofor ad goo busdine buss.sine Havingss. Having your yocuustor cmusertosm doer ths de o the markmaretingketing for you for i syou an effiis ancient effic waienty to wa groy tow gro, whetherw, whether your yoamubr itionambsition are s are modest or tranmodest or transformasfortivmae. tive. Case Study #4: Case Study #4: HubSpot’s Category MarketingHubSpot’s Category Marketing HubSpotHubSpot is a textbookis a textbook case case on how on how to build to build a grassroots a grassroots movement.movement. Founders Founders Brian Brian Halligan Halligan and andDharmesh Dharmesh Shah Shah did this by tackling three key essentials: did this by tackling three key essentials: 1. They identified an enemy that their underserved 1. They identified an enemy that their underserved heroes rallied against; heroes rallied against; 2. They launched a world-class event that focused on 2. They launched a world-class event that focused on marketing the category, not the product or company, marketing the category, not the product or company, providing a foundation on which their advocates could providing a foundation on which their advocates could convene; and convene; and 3. They educated, trained, and certified inbound mar3. They educated, trained, and certified inbound mar- - keters, giving them knowledge and tools for career keters, giving them knowledge and tools for career betterment so that the strength of the movement and betterment so that the strength of the movement and the influence of its advocates only grew.the influence of its advocates only grew. First,First, HubSpot HubSpot identified identified an enemy: an enemy: traditional, traditional, outbound outbound marketing.marketing. It framed It framed this thisas “interruptive as “interruptive marketing marketing and and salessales tactics,” tactics,” or in or other in other words, words, marketing marketing that thata customer a customer doesn’tdoesn’t really really want. want. The Thetired tired tactics tactics of direct of direct mail, mail, email, email, what was a marketer to do?what was a marketer to do? BrianBrian and andDharmesh Dharmesh looked looked at a blogat a blog they they ran and ran andrealized realized 3636 3636