hubspot inbound 2015 recap by kpahi.com
TRANSCRIPT
HubSpot Inbound 15A Partner / Customer Recap
Zack Olson | CEO & Co founder | Kpahi.com
These are condensed ‘Street’ notes from sessions and Keynotes from
Inbound15, HubSpot’s annual conference for Inbound Marketing
Professionals, held in Boston Sept 8-11
Day 1 Keynote - Seth Godin
• Author: Permission Marketing, Purple Cow, Linchpin, the dip, All Marketers Tell Stories
• “There is no writer’s block, because there is no talker’s block” - Seth Godin
• Today is about weaving the fabric of connections. • The purpose of business is to throw the ball
in order to get it back. We must connect to get the ball back.
• Customers are always asking for things to get rid of you! • Ex: The Wizard of Oz asked Dorothy to bring
back the Wicked Witch’s broom in order to help her, did the Wizard really need the broom?
• Does your customer really need whatever they asked you for in order to move forward?
Brian Halligan, CEO of HubSpot
dropping in on the Seth Godin Keynote
Where I gave him an FU shirt.
#boomGet Yours Here
Day 2 Keynote - Brené Brown
• Researcher and Storyteller - brenebrown.com • Daring Greatly, The Gifts of Imperfection, Rising
Strong • Viral Ted Talk - The Power of Vulnerability • Which story are we making up?
• We all make up stories about what’s happening around us and to us, that are based on fears, insecurities, and past experiences. These stories are almost never true.
• Recognize the emotions of interactions. • Living Brave means falling down, and that’s okay.
Trying new things will come with failure and that’s brave.
• “Choose courage over comfort” - Brené Brown • Be vulnerable to grow. • You have to be willing to be uncomfortable. • The brain wants certainty.
HubSpot Keynote
• Went public last year, HUBS • Over 1000 employees • Over 2500 agency partners • Over 15,000 customers • Inbound at the intersection of
technology and philosophy • inbound.org helps connect
marketers, find companies, find talent, etc.
• Rethinking the way we sell • Built-in prospecting data with
HubSpot CRM • Sequences, Meetings, easy setup
within HubSpot sales tool
Brian Halligan & Dharmesh Shah
Watch the Keynote
HubSpot Keynote
Localized in 5 New Languages Japanese, French, German,
Portuguese, Spanish
New Features
1 2HubSpot Website Platform
WYSIWYG Interface for Website Editing
3LinkedIn Ads integration
Create, measure, analyze inbound ads
Predictive Lead Scoring Better qualifications for leads
4 5Reporting Add-On
Pre-built reports, dashboard
6HubSpot Connect
Built-in Integrations with popular software
Learn More Learn More Learn More
Learn More Learn More Learn More
Day 2 Notable Sessions
• Disrupting Digital Business with R Wang of Constellation Research, Inc.
• Fireside Chat with Mike Gamson, Head of Global Solutions at LinkedIn
• The Future of Sales: The Customer Now Leads the Sales Process with Tiffani Bova of Gartner
• State of Influence Marketing: How New Advances Are Driving Significant Results with Lyle Stevens of Mavrck
• The Intersection of Inbound Marketing and eCommerce with HubSpot
• The New Era of Customer Relationships with Mikkel Svane of Zendesk
Day 3 Keynote - Aziz Ansari
• Comedian • Co-Author of Modern Romance with sociologist
Eric Klinenberg • Discussing dating and relationships in the modern
age of technology • Our grandparents met people via proximity • Today we connect over apps, internet, gaming,
across the globe. • Texting is new medium for communication • It matters what you text, people are judging based
on a text (which may or may not be a good thing)
with Co-Author, Eric Klinenberg
Day 3 Notable Sessions
• Using Analytics to Create Content with Jeremy Goldman of Firebrand Group
• Effective Use of LinkedIn Groups in Your Marketing with Viveka Von Rosen of Linked Into Business
• Taking it Personal! Using the Hidden Power of Story to Transform Life and Business with Tamara McCleary
• Brand Positioning: How to Tell Your Story with Mike Troiano of Actifio
• Stop Guessing & Start Selling with Predictive Lead Scoring with HubSpot
• Technology Trends Disrupting Consumer Behavior with Kyle Lacy of OpenView Venture Partners
Day 4 Notable Sessions
• Alive and Amplified: A Rock N Roll Guide for Developing Your Personal Brand with Jason Miller of LinkedIn
• Design for Action - A Blueprint for Content Marketing with Tamsen Webster of Oration
• Facebook Marketing Success: Proven Ways To Generate More Traffic, Leads, and Profits with Mari Smith of Mari Smith International, Inc.
• Inbound Recruiting: How to Use Inbound to Source, Interview, and Hire Talent with Patrick Biddiscombe of New Breed
• Capturing the Millennial Market with Sharma Hyder of The Marketing Zen Group
• How to Leverage Marketing Automation with Paid Social Ads for B2B with Sahil Jain of AdStage Inc.
Session Notes
Disrupting Digital Business
• We are in a Post-sale, On-Demand generation • We battle for experiences. • Selling experiences versus products and
services. • Pricing and models based on experience • Insights business will continue to grow • What is the smallest portion you can sell? This
is the on-demand portion, product or service. • 20% of business should come from Insights • Math and Design together will win • Digital delivers mass personalization at scale • Judge by digital proficiency not by age, see
image on following slide.
R ‘Ray’ Wang - Constellation Research, Inc.
Disrupting Digital BusinessR ‘Ray’ Wang - Constellation Research, Inc.
The Future of Sales: The Customer Now Leads the Sales Process
• There is no single journey to purchase today. • Find patterns and bring predictability to sales. • Identify entry points and maneuver. • There’s a mismatch between what the sales team
wants a buyer to do and what the buyer wants to do. • Sales reps need a ‘play’ for handling leads, each
lead is different and should be treated accordingly • Shopping. Are customers shopping? Yes! On price,
value, features, etc. • Make the shopping experience better to win. • Being unaware of needs or future needs, so
customer is not looking! • Customers may be aware of problem and don't know
how to solve. • Allow sales to be smarter with customers. • Hear feedback from sales and what they go thru
everyday with customers in order to get better.
Tiffani Bova - Gartner
• In order of traffic referrals: Facebook, Pinterest, Twitter, LinkedIn, YouTube
• Create an Instagram landing page so you can track traffic.
• Understanding the Spectrum of Influence • Celebrity and Stars: large audience, easy to
identify, expensive to get • Micro Influencers: hard to identify, small reach,
great for engagement and conversion, want brand related rewards, scaleable, higher trust of influence
• Types of Content • Branded content sponsored by influencers • Influencer generated • Co-created content *most effective
• influencermarketingtips.com
Lyle Stevens - Mavrck
State of Influence Marketing: How New Advances Are Driving Significant Results
Face
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Brand Positioning: How To Tell Your Story
• A brand lives in the hearts and minds of your customers
• Your logo/image is what triggers your brand • Go deeper with your brand as you move along in the
journey • Start simple and small • Begin with Emotion then Rational then back to
Emotion • Emotions are brands • Brands offering an Emotional Value Proposition • Reflect on the Customer > Simplify message > stay
consistent • Brainstorm > pick a position that is easily
remembered and shareable > see how customers respond > refine, confirm, anoint the imperfect > focus on it
Mike Troiano - Actifo
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