HubSpot's Inbound 2015 - Summary and Highlights
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- INBOUND 2015 had over 14,000 participants from 90 countries and focused on influencer marketing. Speakers emphasized focusing on customers, taking risks, learning from failures, and building long-term relationships. Social data can be used to identify influencers and understand audiences. Content and consistent communication are important for building brands and educating customers throughout the buying process. Partnerships, hiring selectively, and continual product improvements can help companies grow.
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HubSpot's Inbound 2015 - Summary and Highlights
- 1. HubSpot’s INBOUND 2015 Summary and Highlights Thomas J. Armitage
- 2. About INBOUND ● 14,000+ participants and reps from 90 different countries. ● Inbound is a movement, a new form of marketing. ● Biggest theme: influencer marketing.
- 3. Seth Godin, Author ● Can’t appeal to all. You’ll always have a one-star review. ● Have a product or service that people want and love.
- 4. Seth Godin, Author ● Marshmallow test. ● Do something that may not work and take risks. ● People do not want responsibility.
- 5. Brené Brown, Author ● Failure and shame is always something we all try to avoid. ● Instead of “sucking it up and pushing through,” get curious about your emotions.
- 6. Brené Brown, Author ● Write a “first draft” after a confrontation. ● Be honest and upfront with coworkers. ● Get to know ourselves and our team better.
- 7. Steve Deckert, Co-Founder of Sweet Tooth ● Outbound just doesn’t work anymore. ● Even “traditional” online efforts are more costly today.
- 8. Steve Deckert, Co-Founder of Sweet Tooth ● We can’t go chasing customers anymore. ● Companies need a retention model with programs within.
- 9. Larry Kim, Co-Founder of WordStream ● Organic reach sucks! ● Remember quality scores on social. ● Smartly apply micro- budgets. ● Target, target, target.
- 10. Larry Kim, Co-Founder of WordStream ● For Wordstream, 5% drives tons of traffic. ● Find the unicorns and promote, post those to others. ● Do “super” remarketing.
- 11. Mikkel Svane, CEO of Zendesk ● Buy a flower, lasts a week, plant a garden, it’s forever. ● Focus on long-term relationships, ongoing products or services.
- 12. Mikkel Svane, CEO of Zendesk ● You must always provide a great brand experience. ● Communicate in the forms that make sense to your target. ● Track efforts.
- 13. John Donnelly, VP of Marketing at Crimson Hexigon ● Social data is still new to many clients, impress them with it. ● Go beyond your basic follower stats.
- 14. John Donnelly, VP of Marketing at Crimson Hexigon ● Use it to identify influencers who will make a difference. ● Explore affinities.
- 15. Marc Maron, Podcaster ● Podcasts are continuing to grow in popularity. ● Be consistent with similar theme/topic.
- 16. Marc Maron, Podcaster ● Make available to be picked up and embedded by other media outlets/blogs. ● Interview others and have them share.
- 17. Lisa Toner, Relationship Marketing at HubSpot ● When spiders unite, they can tie up a lion. ● Find suitable partners to build campaigns/promote.
- 18. Lisa Toner, Relationship Marketing at HubSpot ● Make sure you have goals, same buyer personas, hold each other accountable. ● Set a plan in place, stick to it.
- 19. Kipp Bodnar, CMO at HubSpot ● 81% of new hires are a disappointment. ● It’s when you hire because you are in need that you make a bad decision.
- 20. Kipp Bodnar, CMO at HubSpot ● Only hire when it will increase the average of your team. Wait. ● Provide 100 day plan, train, set goals.
- 21. Ann Handley, Author ● Writing must be bigger, bolder, and braver. ● Tone of voice is so underrated. ● Stop playing it safe.
- 22. Ann Handley, Author ● Remove the logo on your site, would people know it’s you? ● Needs to be site- wide, show off brand personality. ● FIWTSBS
- 23. Lee Odden, Author ● Content is king(dom), everything we communicate to customers. ● Buying cycle may take a while, you need to nurture!
- 24. Lee Odden, Author ● Categorize content into themes and by type. ● Each nugget in a post is an ingredient.
- 25. Brian Halligan and Dharmesh Shah, Founders ● Site should be one of your best marketers. ● Updates being made to CMS and SSL ability.
- 26. Brian Halligan and Dharmesh Shah, Founders ● Other updates: ○ Paid ads management ○ Predictive lead scoring ○ Dashboards ○ LeadIn ○ Sales tool updates