Hubspot to open Australia office and grow ‘inbound’ marketing





Inbound marketing company Hubspot is set to open an office in Sydney this year as it looks to expand beyond its northern hemisphere roots, Mumbrella can reveal.

The startup founded by two MIT graduates in Massachusetts eight years ago provides marketers with tools to draw people into company websites and convert them from browsers into customers.

Jeetu Mahtani, managing director for Hubspot International, said this style of ‘inbound’ marketing has been growing in popularity in the region, with an increasing number of visitors from Australia and New Zealand amongst the 1.5m monthly visitors to its sites.

Mahtani, who opened the company’s second office in Dublin just over two years ago, has been in Sydney this week to hire the first Hubspot employees in Australia.

He told Mumbrella he expects to see a similar rate of growth here as he has in Ireland, where the team hit 100 staff inside a year, as more marketers cotton on to the concept.

“They get it,” he said. “They need to generate traffic, and leads and buzz to their brand as opposed to trying to interrupt their way into a consumer’s mind so it’s definitely got some good momentum.”

Hubspot, which has around 10,000 customers in 65 countries, provides the software to create digital platforms for companies and analytics for marketers to track engagement with consumers on the website and across its social media platforms.

Mahtani said they will be seeking to partner with marketing agencies in Sydney, claiming the ability for the platform to track customers and customise sites for returning visitors can add value to the content marketing, social media and digital publishing services they provide.

He added: “A marketing agency might build you a new website but six months later you might go back and say ‘you built me a new website, where are my leads?’

“What we want to do is disrupt that space so marketing agencies don’t just build websites for the sake of it. They will think about the revenue part and teach their clients how you build lead generation websites using content and engagement and social, as opposed to just building a pretty website.”

Megan Reynolds


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