Founder & CEO, Keynote Speaker, Entrepreneur, Recipient of Comparably’s Best CEO ’17
May 27th, 2016
IMPACT’s been a HubSpot Partner for about four years and if you know me, you know how much of difference it has made for our entire team in that amount of time.
The HubSpot Partner Program gives marketing agencies around the globe the tools, resources, and connections they need to earn sustainable revenue, improve its service, and overall grow.
One of my favorite ways it does this is through its annual Partner Day conference.
This year Partner Day was held on May 18th and 19th, and in the video below, is a quick reflection of everything my partner, Tom, and I learned about the industry today and the future of inbound marketing and sales. Take a look and let me know what you think in the comments section below!
I’m Bob Ruffolo, founder and CEO of IMPACT.
Last week, I went to HubSpot’s Partner Day. For those of you that don’t know, it’s a 2-day event put on by HubSpot for their top Diamond, Platinum, and Gold Agency Partners.
During this event, they share with us what they’re working on and what we need to know as partners, and a bunch of their agency partners, including myself, will have sessions talking about what we’re working on.
Today, I want to share 5 or 6 of my favorites sessions.
Future of HubSpot Sales by Chris O’Donnell, who’s HS’s VP of Sales Products
Moving away from emails
Really trying to prevent users from creating spammy emails
The inbound sales methodology
Identify, Connect, Explore, Advise
If you’re not familiar, i’ll include it in the blog article that accompanies this video
They have products for the first part of the methodology
The marketing platform, The CRM, sales tools such as templates, sequences, meetings, and messages
Plans to develop more tools for second part of inbound sales, which may include some document signing and on boarding tools.
She talked about going back to your older, top performing posts and adding an inline CTA about two paragraphs into the article.
After doing so, she found that’s where over 80% of her post conversions were coming from opposed to 6% coming from the CTA at the bottom of the post.
We do this here at IMPACT, and if you’re not, it’s something you may want to try.
David shared something very interesting as well..
Instead of gating content as pdfs, open up the content and gate useful tools that accompany the content.
We’ve had great luck with this tactic. (i.e. this blog post and the corresponding kit)
Buyers don't have voicemail
Buyers start their process by asking their peers at other companies, top of funnel, references in the beginning of the sales process
More educated people are clicking on google ads
Website, buyers are looking for two things: Answers to their questions and case studies
If blog is done well, incredibly influential
Same on social - as long as it's good
Spend half their time on mobile
Many are not using apps
Sales reps - are useful:
What's not on website
People try before they buy
What's going to change in the next 10 years
Search - turn to Siri and Echo
Research - from website to Facebook
Collaboration - from social to messaging systems - slack and messenger, private networks
Work - email to Slack
Information format - from written content to podcasts and video: Facebook and YouTube
Information Access Method - web browsers through messenger bots
Sales reps - only the most complicated deals will be done by reps, rest will be automated.
Advice for tomorrow's marketers and salespeople
Get good at fathead SEO
Invest in Facebook
Can't buy a list or advertise on private networks
Diversify your content
Don't fight the bot AI revolution - it's coming
Automate as much as possible, including sales and marketing
HubSpot science fair:
The coolest thing at the science fair was Dharmesh’s new passion project
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