Building Building a Multia Multibillion-billion-DollaDr ollCategorar Category y but wasbut wasgenerating generating more more views views than than many many big companies big companies withwith sizable sizable marketing marketing budgets. budgets. They They realized realized people people don’t don’t wantwant to be to interrupted be interrupted by marketers by marketers or harassed or harassed by sales by sales- - people,people, and andalso alsothat thatpeople people were were adapting adapting to the to web the web and and theythey could could help help marketers marketers reach reach buyers buyers by creating by creating good good contentcontent and anddrawing drawing customers customers in, rather in, rather than than going going out to out to find findthem. them. And Andthis isthis how is how content content marketers marketers and andinbound inbound marketersmarketers became became marketing marketing heroes, heroes, and anda key a partkey partof any of any modernmodern marketing marketing organization. organization. HubSpot’s HubSpot’s marketing marketing still still doesn’tdoesn’t focus focus on its on product its product and andwhy whyit’s amazing, it’s amazing, but on but on the categorythe category and andwhy whyit solves it solves a problem, a problem, and andon elevating on elevating inbound marketers.inbound marketers. Second,Second, HubSpot HubSpot convened convened people people on the on category, the category, not the not the companycompany and itsand product. its product. Unlike Unlike most most companies, companies, HubSpot HubSpot doesn’tdoesn’t host host an annualan annual user userconference conference that thatgenerally generally involvesinvolves selling selling its product. its product. Instead, Instead, its conference its conference focuses focuses on helpingon helping marketers marketers excel excel at inbound at inbound marketing. marketing. Most Most of of 3737 3737