My Twitter account was hacked last night, so no Tuesday Tweets til I get things back to normal. Instead, I’ll share more learning from the 2011 Inbound Marketing Summit (#IMS11 if you want to follow it on Twitter), which I attended last week in Boston.
I put up a couple of quick posts while I was there, but now that I’ve had a chance to process the experience and review my notes I can offer you more in depth reporting and some key takeaways.
As in the past two years that I’ve attended, the speakers were the top names in marketing and media – online and offline. I’ll be sharing highlights of their talks over the next week or so – starting now.
Differentiating Your Company from the Competition
After a welcome by Massachusetts Governor Deval Patrick, who talked about the opportunities for tech companies in his state, Harvard Business School professor Youngme Moon gave the opening keynote on the topic of marketing differentiation. This is a favorite topic of mine as I see so much boring sameness out there, industry to industry. Translate that to mean loss of opportunity.
In true HBS tradition, as she put it, Moon explained ‘being different’ via case studies of IKEA, Mini Cooper and Apple. These ‘different’ companies have built very devoted customers and share certain qualities that we can all try to emulate:
- Nurturing the seemingly crazy ideas that lead them to buck the status quo and become ‘different.’ (Think about launching a tiny car to the U.S. market in an age of SUVs.)
- Embracing their negatives. According to Moon, the genius is often in the negatives.
- Being willing to ignore critics.
- Not over-listening to customers, who can tell you how to improve, but not how to be different.
- Being passionate beyond belief – the extreme version of caring and believing.
Do You Really Need to Be On Google+?
Chris Brogan, who’s been evaluating Google+ in depth since it launched in June tackled the subject of why we need another social network. His answer: Technology Evolves! We need to go where our people are.
Brogan pointed out an array of now-defunct – or almost defunct – technology and sites to make his point. Do you remember Friendster? Does anyone log onto Geocities these days?
Beyond its ‘clean’ visual look, Google+ has added social functionalities that have been missing and that Twitter and Facebook have now responded to with similar features. Selective sharing has been embraced, along with the video conferencing capabilities of which people are making varied and creative use, i.e. holding intellectual ‘salons’ of gurus and regular folk or hosting international customer support forums.
But the most powerful reason to have a Google+ presence is that it’s the first social network that combines social with search. Google no longer indexes Twitter, but being on Google+ might just help you come up higher in organic search results than those who aren’t.
Middle of the Sales Funnel in the Spotlight
HubSpot co-founder and CEO Brian Halligan used his speaking slot to address the shifting sales funnel. The first few years of inbound marketing have focused on stretching the top of the sales funnel by attracting more traffic to our websites and other online outposts and then converting the traffic to leads.
Inbound marketing 2.0 will be about how to better nurture leads through the middle of the sales funnel so that we develop a significant enough relationship to convert leads to customers when they’re ready to purchase. HubSpot recently acquired the company Performable, which has focused on middle-of-the-funnel technology that will now integrate with the HubSpot platform.
The key takeaway from Brian’s talk is that this shift in focus to the middle of the funnel coincides with the shift in power from the sales rep to the buyer created by the ability to research products and services online before buying. This has created a paradigm shift in the relationship between marketing and sales.
The new realities of buyer power require bigger marketing departments to handle the lead generation and nurturing processes and a smaller sales force that can concentrate on converting to customers the highly-qualified and sales-ready leads that marketing turns over to them.
More to come! Have you begun shifting your marketing to take advantage of new thinking and online tools?Read Full Post | Make a Comment ( 1 so far )
How much better does it get for online marketing geeks? Former Apple chief evangelist and author Guy Kawasaki spoke about his book Enchantment this morning. His updated take on How to Win Friends and Influence People gives a fresh take on how to connect offline as well as online in a digital world. He definitely models his first premise: Be Likable!
The day ended with Fast Company writer Dan Heath offering wisdom from his NY Times bestseller Switch: How to Change Things When Change is Hard. Perfect for inbound marketers who are working to change marketing so that it works for today’s realities.
Between the two talks HubSpot founder and CEO Brian Halligan updated us VARs on the direction the company is taking to help companies embrace the changes in the way they must market to be successful.
Let me share with you that it’s such exciting stuff. Successful marketing has never been easy or without sufficient investment.
At least now, you can finally see the results of your marketing investment – of dollars and time – in concrete terms. More than ever before you can integrate your efforts for great efficiency and with maximum control.
When I get back to the office I’ll share more specifics. Just thought I’d give you a small rundown and a bit of the day’s energy.Read Full Post | Make a Comment ( 2 so far )