They say hindsight is 2020. Well, considering how much time many of us have had to sit and think this year, it makes a lot of sense.
The global unrest we have faced in the past nine months regarding COVID-19, race relations, and climate change among other things has dramatically changed the environment in which we do business.
We can’t just market and sell the same way we once did.
The tactics and strategies we need to succeed in 2021 need to be more compassionate and mindful. They may not be things we’re used to or have even imagined, but that doesn’t mean we can’t come out on top.
Like any other year, events remain one of the best ways to prepare.
So, with HubSpot’s INBOUND 2020 coming up next week (and virtual for the first time in its nine-year history), I’ve sifted through the two-day agenda to bring you the top nine sessions and events you’ll need to attend so you can market, sell, and grow in the new global climate next year.
But, before we dive in, I have to take a minute to plug the sessions being held by my fellow IMPACT teammates.
Presented by: Brian Halligan and Dharmesh Shah, HubSpot Co-founders
September 22, 10:30 AM - 11:30 AM ET
Brian and Dharmesh’s keynote is always a highlight of the INBOUND conference. Accompanied by Chief Product Officer Christopher O’Donnell, the duo will discuss what the next year will look like for HubSpot and likely introduce an overarching theme for this year’s event.
With inclusion and equality more important than ever, understanding how to market to a more diverse audience is crucial in 2021. “Your audience isn’t homogeneous, and one-size-fits-all marketing messages simply don't work.”
In this session, Sydni Craig-hart will show you how to better serve multicultural audiences — while also growing market share by modeling what’s already working — customer-focus.
Thanks to COVID-19, virtually selling has become the norm for many sales teams and in today’s global marketplace, it’s likely to remain a vital part of their lives long after the pandemic ends. In this session, HubSpot Associate Product Manager Flora Wang will “cover how sales is changing in a mobile-first world, and provide tactical examples on empowering your sales team using the free HubSpot mobile app.”
Another increasingly important area of inclusion is accessibility. As a brand, you need to make sure your website and all of your designs create a consistent and positive experience for anyone who views them.
That means optimizing for a wide range of visual and auditory abilities and impairments. In this 30-minute spotlight, the Canva co-founder and Chief Operating Officer will dive into the future of accessible design and how tools like Canva can help you adapt.
Presented by: Raj Sarkar, Head of Marketing, All Teams, Atlassian
September 22, 12:00 PM - 12:45 PM ET
Like virtual selling, remote work has also become a part of “the new normal” thanks to COVID-19. To help you and your team cope,, Raj Sarkar, Head of Marketing at Atlassian, invites veteran remote workers and newcomers alike to this 45-minute meetup.
Attendees can expect to “connect over tips and tricks on how to thrive and not just survive this remote work life….Come prepared to share advice and have candid conversations with industry peers and professionals like yourself.”
If you weren’t sold on the importance of video at the beginning of this year, I’m sure you are now!
In this 45-minute meetup, Tyler Lessard, VP of Marketing at Vidyard (and a good friend of IMPACT), invites you to come “meet other marketers and salespeople and discuss the latest trends in video creation, video marketing, and using personalized videos in sales.
Come prepared to grow your professional network and learn from your peers about how they are scaling their use of video as the next best thing to being there in person.”
Presented by: Jeff Davis, Founder, Principal, JD2 Consulting
September 22, 1:00 PM - 2:00 PM ET
With so much working against us right now, efficiency and productivity are of the essence. Businesses can’t afford to be misaligned, especially at the sales and marketing level.
“To remain competitive, organizations must provide a frictionless buying experience that helps buyers clarify their business challenges, explore what solutions are the best for their unique situation, and facilitate them reaching internal consensus.”
That’s why, in this session, Jeff Davis will discuss how organizations can meet the increased demands of the modern buyer by building a “revenue engine” that strategically aligns the efforts of sales and marketing.
Presented by: Ying Chen, VP of Product Management, General Manager, HubSpot
September 22, 3:00 PM - 4:00 PM ET
Let’s face it. In the current state of the world, even your biggest fans and most loyal customers may not be able to buy right now — but that doesn’t mean you can become complacent in your relationships with them.
It doesn’t mean abandoning them to focus on new prospects who want to buy now. You still need to nurture the bonds you have with loyal customers so that when this all passes (and it will), they’ll come back to you.
In this session, Ying Chen from HubSpot will discuss how to still drive customer lifetime value and be a customer champion during challenging times.
Expect the unexpected
If I’ve learned anything this year, it’s to expect the unexpected, but prepare where we can (i.e. stock up on toilet paper before the world shuts down).
Given the trends we have seen this year, the INBOUND sessions above will help you plan should they continue in the next twelve months. However, even if they don’t, stay open minded and think about how the lessons can be adapted to different circumstances.
As Marcus Sheridan says, principles don’t change, only practices do. So, take note of the practices for now, but keep your eyes and ears out for those guiding principles for later.
How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.