Hubspot

HubSpot gave away a website grading tool in 2006. Type in any URL and it scored the site on SEO, mobile friendliness, and security. Millions of businesses used it. Each user entered their email to receive the report. That email became a lead. HubSpot had invented inbound marketing and built the CRM to capture the demand it created. The free CRM held unlimited contacts, email tracking, and deal pipelines. No payment required. Companies used it for years. When they outgrew it, HubSpot offered marketing hub at 800 monthly, sales hub at 450, and service hub at 450. Most companies started with one and added others. Revenue per customer expanded without new acquisition.