You can now read 10 articles in a month for free on BostonGlobe.com. Read as much as you want anywhere and anytime for just 99¢.

The Boston Globe

Globe 100

Innovators | Software

Amazon strength for small firms

David Cancel, HubSpot

YOU’RE A SMALL BUSINESS reaching out to customers online. How can you create loyalty the way Amazon.com does, tapping into people’s likes, favorites, and Web-browsing habits to deliver an experience customized for each online visitor?

David Cancel, chief product officer at the marketing software maker HubSpot in Cambridge, believes he has the answer. “We are trying to give small businesses the same kind of marketing technologies that companies like Amazon, Google, and Netflix have,’’ he said.

Loading comments...

You have reached the limit of 10 free articles in a month

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week