• Background/ how did Hubspot get where it is at the start of this case?
• Explain the concept of ‘churn’ in relation to Hubspot’s business
• What do you recommend to HubSpot? What are the key principles of CRM for B2B?
• Who is a typical customer of of Hubspot?
• What drives them?
• What needs does Hubspot meet?
• What are the main reasons for ‘churn’?
• How can HubSpot get better at preventing churn?
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