Inbound 2015 crunched by Earnest Agency

INBOUND 2015
CRUNCHED
Compiled by your friends at:
www.earnest-agency.com
#inbound15

The HubSpot Inbound 2015 Conference
•  September 8-11th 2015
•  Boston, MA
•  http://www.inbound.com/
•  #inbound15
•  14,000 attendees
•  6 inspiring keynotes
•  4 spotlight sessions
•  Over 250 speakers

We came, we saw, we crunched…
Image: © Kyle, Creative Commons

IT’S TIME TO THINK
DIFFERENTLY ABOUT
MARKETING…
Image stocksnap.io

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Brian Halligan
CEO and Founder - HubSpot
Image @ Unsplash. Veres Gabor
“Market unto others as you
would have them market
unto you.”

Seth Godin
Author and Blogger
Image @ Flickr. Creative Commons.
“Build something that others will
want to wait in line for.”

“In marketing, being in the middle is
death. It’s no man’s land.”
Ray Wang, CEO, Constellation Research

TO AVOID MEDIOCRITY,
TAKE MORE RISKS
Image @ Unsplash – Brooklyn Morgan

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Seth Godin, Author and Blogger
“Only a fool does something for
the first time and thinks it’s going
to work.”

Ann Handley,
Chief Content Officer, MarketingProfs
“The biggest missed opportunity
in content is playing it too safe.”

Joseph Jaffe, CEO, Evol8tion
“If you want to create
your legacy, invest 10%
of your budget in things
that have no precedent .”

Ann Handley,
“Tell bolder stories:
Disrupt your industry’s fairytales.”

KNOW YOUR CUSTOMERS,
INTIMATELY

“You’re not competing with another
company, you’re competing with
time and attention – even if you’re
in b2b.”
Ray Wang, CEO,
Constellation Research

“Things have changed.
The power has shifted
from buyer beware to
seller beware .”
Dan Pink, Author

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Victor Milligan, CMO, Forrester
Image @ Unsplash – Aaron Burden.
“Segments are more formed by assumptions
and biases, than actual data .”
BUT BEWARE

APPEAL TO EVERYONE,
APPEAL TO NO ONE
Image @ Unsplash. Jordan Sanchez

Ann Handley,
Image @ Unsplash. Josh Felise
“Your brand voice
can attract and
repel: Attract the
like-minded.
Repel the timid.”

“Insane honesty actively
alienates the people
who are least likely to
buy from you - chasing
out the dumb asses who
will waste your time .”
Doug Kessler,
Creative Director, Velocity
Image @ Earnest

Image @ Unsplash. Rowan Heuval
UNDERSTAND WHAT
REALLY MATTERS

Rohit Bhargava
Author and Entrepreneur
Image @ Unsplash. Elijah Hail
“Nobody wants
content.
They want stories
and experiences.”

Dharmesh Shah,
CTO and Co-Founder, HubSpot
Image @ Unsplash – Mayur Gala
“While others make noise, quietly
create value. While they fight for
attention, just follow your heart.”

Dan Pink
Author
Image @ Unsplash – Davide Ragusa
“If B2B buyers
know the problem
they face, they
don’t need you.
You need to see
what’s coming and
identify hidden
problems.”

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Ray Wang
CEO, Constellation Group
Image @ Unsplash – Daniela Cuevas
“We need to move from customer
journeys to choose your own adventure.
Personalisation is about enabling people
to self-direct their own journeys.”

“Loyalty structures are changing – from
‘captured to committed’ customers to free agents
who will move if there’s a bad experience.”
Victor Milligan
CMO, Forrester
Image @ Unsplash – Mikael Kristenson

“SEO is not something you do any
more, it’s what happens when you
do everything else right.”
Chad Pollitt
VP of Audience, Relevance
Image @ Unsplash – Siyan Ren

BE DIFFERENT,
BUT BE REAL

Image: Flickr – Creative Commons
“It’s hard to be a
renegade if that
authenticity isn’t
there.”

Ann Handley,
“If you covered up
your logo, would
you recognize you? ”

Marcus Sheridan, The Sales Lion
“Frustration is the F-word of the
Internet. As soon as someone feels
like you’re not being transparent,
they stop trusting you.”

Bill Macaitis, CMO, Slack
“The death of SaaS is when you
continue to add feature after
feature – especially when people
signed up because you were so
easy to use.”
SIMPLICITY
MATTERS

Eric Klinenberg,
Sociologist and Author
“The problem of
choice: we have so
many choices in the
world of social media
that we don’t know
how to make a good
decision.”

Robert Scoble, Futurist, Rackspace
“Companies that
reduce friction win.”

Michael A. Cusumano,
Professor, MIT,
Sloan School of Management
“You need to ask
yourself, what is
occurring now that
may transform your
business in the future.
What is the inflection
point, the 10x change?”
ALWAYS KEEP AN EYE
ON THE FUTURE

Michael A. Cusumano,
Professor, MIT,
Sloan School of Management
“Strategy-wise, identify what
‘resources’ might become ‘almost
free’. And what will be scarce.”

Dharmesh Shah, CTO and Co-founder, HubSpot
“Marketers should spend
less time reporting the
numbers and more time
making the numbers.”
CHANGE THE WAY
YOU OPERATE

“When people say ‘I don’t
have the time’, they really
mean they don’t think it’s
important enough.”

“We spend way too much
time in meetings waiting
for others to take
responsibility.”

“All the words we use for
marketing to customers
are adversarial terms:
Targeting.
Branding.
Acquisition.
Why is that?”

Victor Milligan, CMO, Forrester
“CMOs need to go beyond just
messaging & brand. They need
to be looking at data,
CX, product development
& operational transformation.”

Chad Pollitt, VP of Audience, Relevance
Image: Unsplash– Pablo Garcia Saldana
“Only 38% of marketers
believe they’re using
content effectively.”

Image: Unsplash – Dominic Schroder
“Inbound marketing and sales
is a culture change, not a
marketing programme .”

Jon Ronson, Journalist and Author
Image: Unsplash– Thong Vo
“4% of CEOs and
business leaders
are psychopaths .”
KNOW THAT OTHERS WILL
STAND IN YOUR WAY

Brene Brown, Researcher and Storyteller
Image: Unsplash– Chris Sardegna
“If you want to change
people’s behaviour, you
better speak to their
emotions .”

Marisa Smith, MD,
The Whole Brain Group
“Build your
company around
the structure you
want, not the
people you have.”
HIRE GREAT PEOPLE

Bill Macaitis, CMO, Slack
Image: Unsplash– Olu Eletu
“Empathy, courtesy
and craftsmanship.
They’re the values we
live by – and what we
look for in the people
we hire.”

EMBRACE A NEW WAY
OF SELLING
Image: Unsplash– Breno Machado

Brian Halligan,
CEO & Co-Founder, HubSpot
Image: Unsplash– Jonathan Velasquez
“We need to unsuck
the sales industry.
The sales playbook is
broken…
We want to
transform the way of
selling to reflect the
way people buy.”

Brian Halligan, CEO & Co-Founder, HubSpot
Image: Unsplash– Matthew Clark
“Today’s selling is about a
partnership not a power
struggle. It’s about building
trust. Being helpful not hostile.
Today’s selling is inbound not
outbound.”

Brian Halligan
CEO & Co-Founder, HubSpot
Image: Unsplash– Jones Vincent
“Sell unto others
as you would
have them sell
unto you.”

Image: Unsplash – Thomas Lefebyre
“You have to be the
person that says:
‘I am going to do this’
not ‘Is this my job?”
IT’S IN YOUR HANDS

That was Inbound 2015 crunched by:
earnest-agency.com
@earnestagency
And a big thank you to:
HubSpot

Inbound 2015 crunched by Earnest Agency

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