Listen up closely my friends. The state of marketing has changed…Thankfully for the better. Having just left a truly awe-inspiring Inbound 15, which is Hubspot’s version of rallying their troops and making loyal fans out of users, I can’t help but believe that while yeah, the conference was a total sales tool for Hubspot, they have managed to spark change in the way marketers act, think and produce marketing campaigns. And in my opinion, not a moment too soon.
Overall, the conference was filled with the celebrity keynotes and open bar shenanigans you would expect from an industry event that combines marketing and tech and wrapping it with creative content producers. Old friends and new relationships mixed and mingled in what was dubbed “Club Inbound” next to startups showcasing their brand’s’ latest innovation. All of this taking place in the late summer days and nights in beautiful Boston, MA.
So now for the ugly truth
The Truth: Inbound Marketing moves the needle
For most brands, where a marketing budget is just that – a budget, inbound marketing strategically places your brand in front of its most important customers at the right time in the buying cycle, making your conversion ratio a number you actually like.
The Lie: Anyone can succeed if they “buy” into inbound marketing
Nothing replaces a well thought out business plan with a quality and innovative product and/or service. There must also be a well-crafted brand that truly understands their market, audience and position within the market. Often, marketing campaigns fail because the brand is not aligned and the wrong story is being told.
The Lie: All inbound is good inbound
Having an inbound program is great, but there are many nuances to ensure the success of the campaign. From having the right brand strategy to understanding your personas and audience, the ultimate success of the program doesn’t lay in the content (although great content helps), it’s in the hands of the strategist is who able to make course-corrections and change the strategy to ensure maximum effectiveness. Remember, it’s about having the right conversation at the right time to the right audience. Triggers change and so should you.
The Truth: Get on board ASAP
So here it is, like I said earlier, inbound marketing is the new marketing.Technology mixed with storytelling allows for meaningful conversation to happen at any moment. Brands – It’s time to be the hero to your audience. Agencies – Be the vehicle of change.