There’s always something to learn at Hubspot’s annual INBOUND conference. This is my fifthyear attending and first year presenting, but I always discover something at the conference that I didn’t know before my plane ride to Boston. As a company focused on constantly improving our skills to create ridiculous results for clients, Mojo Media Labs sent a few of our Mojo Makers to the conference. Like me, the team returned home with a few key insights of their own, beyond the awesome Hubspot product releases. Check out what we learned from our week out east:
James Elhardt, Brand Authority Journalist
Being Responsible with Your Data
"This was my first year at INBOUND. It was a fantastic experience to see what other agencies are doing and learn more about the tools HubSpot is rolling out. My primary takeaway is that we are entering a new phase of marketing where data responsibility becomes an increasingly important issue. We have already seen some of this with GDPR, and it’s likely to continue due to data breaches and increased visibility into how companies’ customer data use. While the general inbound process directly asks for data, it still means that we will have to think more carefully about how we use it as time goes on. We don’t want to be “creepy”; we want to be engaging and relevant."
Johanna Teague, Client Success Manager
Proactively Creating Impact
"I’ve never seen anything quite like #Inbound18. It’s a week filled with thousands of eager professionals making connections while also developing themselves and their teams. There were so many compelling speakers who provided me with great personal insights into my everyday tasks. A few of my favorites were: A-Rod, Shonda Rhimes, Deepak Chopra, Kathy Klotz, and Josh Bernoff. If I were to summarize INBOUND with one word, it would be IMPACT. “What impact are you making with clients’ teams, your team, and how does it affect the greater good?” Every one of these speakers discussed how we can make more of an impact and continue innovating. Alison Elworthy, VP of Customer Success as HubSpot, gave me a new mantra that I proudly walk away with from #Inbound18, 'How can you be less reactive support for clients to more proactive success?'"
Liz Ryan, President
From Funnel to Flywheel
"My head is exploding with the product updates from #Inbound18. The fundamental strategic shift from customer acquisition as a linear funnel, where marketing and sales act as siloed partners, to a constantly spinning “flywheel” with the customer at the core is exciting in itself. But the evolution of the technology stack to support this shift is a game changer. The way we behave as marketers and how we grow our businesses is shifting in ways that are very exciting. We have always focused on customer retention by partnering our clients and producing high-quality marketing programs, but now we’re further supported by technology that enables us to help our clients improve retention and success metrics. As someone who built her career on email marketing and retention marketing, it feels like the culmination of strategy and technology that I have been waiting for."
Sonja Gray, Director of New Business and Senior Consultant
Noting the Shifts: Attract, Engage, Delight
"As always, I really enjoyed Brian Halligan and Darmesh Shah's Keynote. My biggest 'aha' moment this year was when Brian pointed out the recent shift to Delight Marketing. It made me reflect on the previous marketing shifts I've experienced. I started my career as a copier sales rep in the late ‘80s; I didn't realize it then, but at that time the power was in the Seller's hands. The pre-internet era made it difficult for buyers to find information without sales engagement, so salespeople were involved early in the process. Marketing was in its 'Attract' stage, meaning its job was toattract the right buyer and sales take over from there.
With the rise of the internet, it became much easier for buyers to find information before talking to a sales rep. This signaled the shift to Engage Marketing and a transition of power to the Buyer.Previously, it was marketing's job to get buyers the right information at the right time, but now it's simply expected! It's no secret that we don’t want to see information that doesn't interest us. How many times have you thought ... 'how dare those darn marketers!'? We only expect relevant information and toss aside anything less.
Today, we enter the era of Delight Marketing. It’s expensive to get the right info to the right peopleat the right time, so we must 'delight' our converted customers. Referrals play an increasingly-important role as the source of new customers, and we have to embrace it; it's the only way to cut through the noise of old, worn out marketing tactics. Now we're compelled to consider how to truly delight our customers and use those tactics to, as HubSpot says, 'Grow Better'."
Grif Blackstone, EVP of Marketing
Relevant and Aligned
"Even as a marketer for more than 20 years, Inbound 2018 impressed into me again the importance of relevance and alignment in everything you do. With the amazing tools HubSpot provides, there should never be any engagement that is irrelevant to prospects or current partners. The available tools, thoughtful strategy, and content planning should universally educate and delight.
We have the luxury to choose what we consume, so as marketers we must remain relevant or we are removed with a click of a button by the very person we want to engage. Relevance is simple; give them a solution, but when audiences don’t know what questions to ask or what they need, it’s our job to provide it for them. With alignment, it’s crucial to have both externally and internally in your organization, i.e. messaging, branding and basic conversations about what we do. No one likes to be confused; we can’t forget that this applies to everything from content and sales to internal communications.
To put it plainly, it’s not difficult to achieve relevance and alignment, but we have to put in the time and effort to create cohesion. When we do, that’s when the magic starts to happen."
It’s safe to say the Mojo Makers returned with stellar insights from the week in Boston. Events like Hubspot’s Inbound conference provide opportunities for our team to keep pace with an ever-evolving industry, giving us the tools to continue bringing ridiculous results for our clients. I’m excited to put what our Mojo Makers learned at Inbound 2018 into practice, and can’t wait for next year’s conference!