Innovators | Software
Amazon strength for small firms
David Cancel, HubSpot
You’re a small business reaching out to customers online. How can you create real loyalty the way Amazon.com does, tapping into their likes, their favorites, and their 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.