My favorite session on Tuesday was presented by Brian Halligan of Hubspot, entitled Killing It: How Inbound Marketing Can Help You Crush the Competition.
Brian described that marketers need to adapt in order to address changing buyer behaviors and a shift from broadcast, high spend ‘rental marketing’ to inbound ‘owned marketing’ in three areas:
- Top of the funnel (TOFU)
- Middle of the funnel (MOFU)
- Marketing team structures
Top of the funnel (TOFU) – Companies must create remarkable content, since it pulls in visitors like a magnet. They in turn share via social channels and multiply the impact. You want your content to be infectious, spreading rapidly like an evil virus. Brian presented examples highlighting the differences between ‘average’ content being shared and ‘exceptional’ content. The impact was exponential in the later case.
Middle of the funnel (MOFU) – Brian described that once you attract and move visitors from TOFU to MOFU, B2B marketers need to learn from the best B2C magicians like Netflix and Amazon. He showed how these leaders drive extreme personalization, and implement continuous, better learning by growing their base of customers.
Marketing Teams – Brian described the need to have the right players, not hiring an old school ‘renter’ but instead looking for what he describes as a DARC – those that have an optimal skill set aligned with ‘owning’ the customer – a skillset including a blend of (D)igital, (A)nalytical, (R)each, (C)ontent Creation.
Great insights, Brian! Hubspot is spot on (no pun intended)!