11 Bits of Hubspot Inbound Intel
What do you get when you attend the single largest gathering of marketing professionals from around the globe? 11 bits of serious inbound intel.
1. Sales & Marketing Sitting in a Tree:
Inbound at it’s core is about marketing but if I learned anything at INBOUND 13 it’s this: sales and marketing sitting in a tree, c-o-l-l-a-b-o-r-a-t-i-n-g. If your sales team hasn’t bought into your inbound marketing initiatives you have an enormous stone sitting in the middle of your path to success.
Collaborate with your sales department to tackle goals and objectives together. The information you will be receiving during your inbound campaigns are the details your sales team needs to do their jobs effectively. Open communication between these two departments can make all the difference in the world when it comes to the fortitude and prosperity of your inbound efforts.
2. Test, Try, Fail:
Nate Silver’s keynote “The Signal and the Noise: Why Some Predictions Fail – but Other’s Don’t”, ended perfectly and poetically.
“The road to wisdom? Well, it’s plain and simple to express. Err, and err again, but less and less.” – Piet Hein
Our industry moves quickly and changes dramatically. If you are going to be an active participant in the evolving conversations you need to take some chances and test everything: your content, your strategy, your frequency.
You may not succeed every time you try but you will certainly fail if you don’t make the first attempt.
3. Established Goals:
Mike Volpe, CMO of Hubspot outlined the importance of establishing clear goals in order to ensure your inbound marketing team’s success. If you haven’t figured out what your goals are there is no way to gauge whether or not you are hitting them.
- Figure out how many qualified leads you need a month
- Figure out how many visitors your site needs to generate those leads
Outline these goals for everyone in your organization to promote accountability and highlight your marketing team’s successes and areas in need of improvement.
4. Look for the Story Everywhere:
Emily Olson LaFave, co-founder of Foodzie, enchanted me during her 15-minute bold talk through the story of a cheeseburger. Her talk was equal parts whimsy, intrigue, and salivation worthy. What this one cheeseburger taught me is that there is a story everywhere and it’s my job as a content creator to find it. Bonus points for leaving your audience so hungry (literally and figuratively) that they can’t wait to come back for more.
People want to be treated like people (novel concept, isn’t it?) so start giving the people what they want. A key component of your e-mail optimization plan should be personalization whenever possible. Please note that personalization goes beyond, [first name] We have a great new e-book for you!
Research people’s companies, roles, performance, relevant demographic information, zodiac sign. Okay the last one might be going overboard but put in the research and time to truly understand who it is you’re talking to.
6. Responsive Design:
couldn’t believe how small the audience was for Meghan Keaney Anderson’s presentation on Mobile Content Marketing. Her presentation was compelling, informative, insightful, and ingrained the following in every attendee’s mind: We have moved beyond the year of mobile. Mobile traffic isn’t dying out anytime soon and the need for device agnostic content strategy is dire.
We are a nation of device jumpers and your site must adapt to all devices.
If you aren’t convinced, Google states that 90% of people start a task on one device and pick it up on another. Responsive Design is a trend that is not going out of style.
Brand to Everyone. Replace your B2B approach to avoid being interpreted as “Boring to Business”. Boring doesn’t work for people. Use your content to attract strangers and convert them into visitors and potentially customers. Portray your brand in a way that people can easily interact and engage with and leverage the power of referrals and WOMM.
8. Informative & Insightful:
Here is your litmus test when it comes to creating content: Is it informative? Is it insightful? If you can answer ‘yes’ to one (both is better!) of these questions, proceed. If you are unsure or answer ‘no’, do not proceed to Go. Head back to the drawing board and figure out what is standing between your existing content and content that is informative and insightful.
9. The Matrix:
Editorial calendars, content strategies, and personas are not enough if they exist independently of one another. It is vital that you properly map the content you create into a cohesive machine. The most important question you should be asking yourself: What is the buyer’s journey?
Make sure you are creating content for each of your personas in each stage of the journey- awareness, consideration, and decision.
10. Stop Glorifying Burnout Culture:
Arianna Huffington’s keynote was exceptionally written, exceptionally executed, and left me with a few exceptional takeaways, the primary being: STOP glorifying the burnout. If you are curious to learn more about what she regards as “The Disease of our Culture”, read this.
Our obsession with technology and our reliance on the ways it helps us work is slowly beginning to control our lives. We all need balance in our work lives and our personal lives, both online and in real life.
I wrote a post last week on treating people like people. I’m still in awe at how much the tagline of, “Stop acting like strangers, start acting like people”, affected me at the conference. Every session I attended at Inbound and every keynote addressed the issue of humanity and the reality that it’s the missing factor in a majority of traditional marketing tactics.
The cartoon from Gapingvoid said it best.
Your clients are people, your customers are people, your personas are people.
Don’t forget it.
Did you attend INBOUND 13? Please share any insider intel that you have.