IPO-bound HubSpot yesterday unveiled a slew of new products — including a sales platform that will take on established industry leaders — in a major expansion for the company.
"(This is) probably the biggest day in HubSpot history for us so far," said Brian Halligan, CEO and co-founder of Cambridge-based HubSpot, which is known for its marketing software.
In front of roughly 10,000 customers at its Inbound 14 marketing conference, which has joined forces with MITX's FutureM event this year, Halligan and co-founder and CTO Dharmesh Shah announced Sidekick, a tool for salespeople, and HubSpot CRM, a customer management system.
"The buyer has radically changed," Halligan said. "The seller needs to change too."
A number of companies, including Salesforce.com, already provide customer management systems, but Shah said HubSpot CRM is targeted toward small and medium businesses.
"The attempt behind the HubSpot CRM is ... to go after people who are not using CRMs yet," Shah said.
The biggest feature of the CRM is the amount of work it does automatically, Halligan said.
HubSpot's new offerings will be free to use, but so-called "power users" will have to pay for premium features.
That "freemium" model may be the key to gaining market share, said Sam Melnick, an analyst with IDC.
"You're not going to overthrow Salesforce.com by going head to head with them," Melnick said. "It's an easier route to market."
Bob Ruffalo, CEO of IMPACT Branding and Design in Connecticut, said his company uses HubSpot for marketing, but is a Salesforce.com customer right now. He plans to switch to HubSpot CRM.
"It's a great product," Ruffalo said.
He said HubSpot CRM makes more sense for small businesses that are building a sales team.
"It takes a lot of learning out of the process," he said.
One of Boston's fastest growing companies, HubSpot filed paperwork with the SEC last month for its initial public offering, seeking to raise as much as $100 million.
"We want to build an anchor company in HubSpot," Halligan said. "We're on the path."
Halligan and Shah started off their keynote presentation yesterday by poking fun at the IPO process, introducing a legal slide regarding SEC disclosures as "a slide we've been working on for eight years."
The company, which has 11,500 customers using its marketing platform, also announced improvements to that, including a calendar and a tool to easily manage marketing campaigns.
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