Two MIT students noticed buyers were avoiding ads — HubSpot built a software company around ‘inbound’
Brian Halligan and Dharmesh Shah met as graduate students at MIT and founded HubSpot in 2006 after observing that internet users increasingly researched products themselves rather than responding to interruptive marketing. They called the alternative ‘inbound marketing’: attract customers with useful content and make it easier for them to discover a business voluntarily.
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