HubSpot Inbound 2015 Recap by

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  • HubSpot Inbound 15A Partner / Customer Recap

    Zack Olson | CEO & Co founder |

  • 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 - 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.


  • 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 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. 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