HubSpot Inbound 15A Partner / Customer Recap
Zack Olson | CEO & Co founder | Kpahi.com
These are condensed Street notes from sessions and Keynotes from
Inbound15, HubSpots 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 writers block, because there is no talkers 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 Witchs 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 - Bren 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 whats 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 thats okay.
Trying new things will come with failure and thats brave.
Choose courage over comfort - Bren Brown Be vulnerable to grow. You have to be willing to be uncomfortable. The brain wants certainty.
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
Localized in 5 New Languages Japanese, French, German,
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
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.
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. Theres 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-createdcontent *most effective
Lyle Stevens - Mavrck
State of Influence Marketing: How New Advances Are Driving Significant Results
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 Emot