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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YouT

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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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