Why we chose it: HubSpot Inc., which develops inbound marketing software, wanted to generate leads and create buzz for its products, as well as develop brand evangelists. So last May it introduced a program around InboundMarketing.com, its online community of marketing professionals. The centerpiece of the online community is Inbound Marketing University (IMU), a free online training center where marketing professionals can take courses and get certified in inbound marketing. The site offers live webinar classes (archived on the site and available on iTunes), an online certification exam and marketing materials for those who pass. HubSpot has promoted IMU through e-mail marketing, Facebook, LinkedIn, Twitter, bloggers and influencers. So far, more than 11,000 registered users and nearly 1,300 professionals have passed the inbound marketing training. The program has succeeded in generating leads for HubSpot and creating brand evangelists, who have started their own LinkedIn and Facebook groups for IMU.