As the first inside salesperson for PTC, a Needham, Mass.-based software company, Brian Halligan got his start cold calling until his “fingers bled,” he quipped during a recent interview with me. Later, when a venture capitalist enlisted him to bring the PTC playbook to a host of portfolio companies, he realized that old industry standbys needed a drastic overhaul if marketers hoped to cut it in an increasingly social-centered world. So in 2006, he and Dharmesh Shah, a classmate from business school, launched HubSpot, an inbound marketing software company that Halligan touts as the accessible solution for “normal” marketing guys like himself.