People have transformed how they consume information, research products and services, make purchasing decisions and share their views and experiences. The customer is more in control than ever — and tunes out traditional sales and marketing messages more than ever. Yet businesses still rely on the same sales and marketing playbook they have used for more than a decade. This mismatch in buyer behavior and company tactics is what led Brian Halligan and Dharmesh Shah to start HubSpot in 2006 and create the vision for the inbound experience.

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