6 Insights from #Inbound17 that You’ve Forgotten About Already

In Conferences by Andrew Gouty

Marketing conferences are high-energy parties, and HubSpot’s Inbound conference is no exception. Between top-caliber speakers, industry experts and rocking after-parties, a three- or four-day experience is likely to leave one both pumped up and gasping for air at the same time.

Several Raidious folk attended this year’s Inbound ‘17 conference in Boston, and we all walked out with a handful of “must-do” notes. Reality set in though, and we’ve fallen back into the trap of our everyday workload.

As a remedial exercise to get our own excitement moving again, we gathered our list of top action items we had on our lists following Inbound ‘17. Several of these are HubSpot-specific, but if you sub in your own marketing automation software where you see HubSpot, the impetus is the same. Enjoy!

1.) Close the ROI loop from digital advertising

HubSpot aside, CRM and marketing automation technologies are getting better and better at closing the loop from ad spends to revenue and profitability. HubSpot has introduced a $100/month offering that integrates directly with Facebook and Google Ad spends (they aren’t the only ones to be doing this, as Adwords and Salesforce launched an integration widget last year). The takeaway here is the ability to track ad spends all the way down to lead conversion and customer acquisition.

2.) Bring an Ad Spend Calculator to your 2018 planning sessions

If you’re allocating ad spend, do yourself a favor and run your assumptions through a data strainer – allow me to introduce HubSpot’s Ad Spend Calculator, an interactive method for forecasting the results of your ad outlays.

Assume you have a $10K media budget for a project you’re launching next February. Want to set expectations with your boss and other stakeholders about what that budget will actually produce? This is a great tool for just that.

ads calculator

3.) Get wise to account-based marketing

ABM will be an absolute buzzword in 2018. If you want to be real about it, account-based marketing is simply marketing personalization meets relentless segmentation and targeting. Successful inbound marketers will take stock of what assets they have that help them make more personalized 1:1 messaging programmatic, and build on them. Here are a few tactics to get started:

  • Gather a formal ABM team. Make sure you have the following power players:
    • Business Development Representative
    • Marketing Engineer (coordinates automation)
    • Copywriter
    • Designer
  • Identify 10 target accounts for your next sprint. This number can change, but don’t inflate too much!
  • Create social monitoring lists for top executives at your target account companies. We use FollowerWonk for building lists like this, as the bio search utility comes in handy for quickly identifying individuals who list their employers in their bios.


4.) Implement Messenger and chatbot channels

The status quo online engagement mechanism of filling out a form for a PDF won’t cut the lead-gen demands of 2018. HubSpot got wise to this – which is why they’re investing so heavily in their unified inbox solution and harping so heavily on chatbots and Messenger.

The best thing we can do ahead of 2018 is identify the points of interaction on our marketing channels where we can make it easier for customers to engage with us. Five or six years ago the status quo was a listening team paying attention to social mentions on Twitter. The same demands are going to be made of brands via 1:1 social messaging in coming years.

5.) Looking at HubSpot Sales Pro? Buy it before the price goes up

This one is pretty straight-forward. HubSpot is changing their pricing model on Sales Pro, so if you’ve been on the fence or need to add a few people to it in your organization, get it done before the price goes up on November 1st.

hubspot sales pro

6.) Identify your content pillars moving into 2018

HubSpot has made some smart moves here. The SEO pros at HubSpot have introduced a new “Content Strategy” center in HubSpot Marketing which encourages a more thorough long-form approach to providing value with written content.

content pillars

With the amount of written content that gets blasted out into the world these days, content marketers are having to up the level of value and thought put into their articles in order to have the same impact. A crowded marketplace means there’s less room for subpar content. “Content Strategy” from HubSpot speaks to that, and offers some predictive analytics from the folks at Moz as a barometer as to how likely a core topic will be to attract inbound visitors, considering both inbound demand and the authority of your site to rank for targeted terms!

“Content Strategy” from HubSpot speaks to that challenge. It offers some predictive analytics from the folks at Moz as a barometer to measure how likely a core topic will be to attract inbound visitors. Content Strategy considers both inbound demand and the authority of your site to rank for targeted items!