featured image - Mobiloitte Blog

Inbound’ 2014 – Summary and Top 5 takeaways


They even created a dedicated Craft beer Drinker’s Guide. Here in Boston the city which not only lures with dozens of wide known locally brewed bear types but also hosted this year’s largest Inbound marketing conference with over 10.000 participants all over the world. That’s a lot of beer which is to be consumed. Even more since Hubspot announced a free CRM during the opening keynote.

Crowded but memorable. Kudos for those who reached to Boston for Inbound 2014. With speakers such as Martha Stuart, Guy Kawasaki, Ariana Huffington, Malcolm Gladwell, Brian Clark and of course, the good old pair Dharmesh/Brian, a beautiful and insightful event was a promise not only for marketers but for those who practice and study the science of leadership in general. Here are few takeaways from Inbound 2014 Boston we have specially highlighted for you:

Turn selling into helping.

That’s right, and Hubpost’s example has proven it. You clients have choices, so many choices that chances of bringing the wrong purchase decision (or a wrong vendor) are higher than ever. They feel that and they derive a defensive strategy which often leads to not buying at all.

Yours is to completely re-direct your waters. Don’t just train top sales performers. Train servants and helpers with the art of anticipating where your prospects stand in the Buyer’s journey and what do they need to get out of the state of information paralysis.

Serve, be gentle, educate and always be there. That’s how you would ensure that they’d stick to you.

Mobile first companies should talk content even more.

As one of the Top 10 mobile application development companies in India, it is our duty and competitive advantage to be able to think of our client’s full mobile eco system. It is no longer about developing an app and bombarding others with offers and push notifications. Most companies do not even have that privilege.

However, content open new opportunities for companies embracing mobile first strategy. How?
One word – deep linking. Google’s long term strategy seems to reflect their intentions to provide unified experience and the best information experience no matter the source (mobile or web). With Google’s recent algorithm change, apps are also seen as web pages, indexed and nested in SERP just like a normal website.

That all together open new avenues for your app to be discovered and known by your audience. With deep linking you can link to dedicated pages of your mobile app and thus pass link juices and increase their values just like you used to do on the web.

Of course, all this depends on your capability and commitments to provide superior content for those pages which will make people stick and browse for more.  With all this, content matters even more.


The quality of leads matters even more

Does your company possess a unified marketing/sales dashboard which blends the KPAs and SLAs of both departments into a single transparent preview? More than 64% of 10.000 interviewed companies by Hubspot stated they don’t.

This ensures many organizational and growth handicaps which culminate with total disparity of marketing – sales expectations and goal setting. In this environment, marketing continues to struggle and bring on board as many leads as possible complaining that sales does not do enough to advance them. Sales complains on getting all sorts of junk leads that simply waste their time.

The Inbound based approach probably offers the best and only way to put an end to this. By delivering content specially crafted for each stage of Buyers’ Journey, marketing ensures lead nurturing up to the point they deem it fit to pass the over to sales. Thanks to automation, sales is able to observe lead intelligence before picking up the phone, what type of content has the lead consumed, how frequent and start straight from the point of interest.

It is of no wonder then that in 2014, half of marketers (B2B, B2C, and non-profit) ranked inbound as their primary lead source, exceeding the average (42%) of all other channels combined.

Change your mind more often

It has nothing to do with your ego or being indecisive. Changing your mind is a sign of intelligence. Changing your mind about your life, career, or other personal choices shows a sign of development, maturity, and personal improvement. Remaining stubborn to a point in this rushing and dynamic era where all we thought we know turns upside down will take you – you guess, nowhere.

Put that phone away

This is no longer a teenage think. Adults and professionals text and WhatsApp and update social networks while chatting with you. Instead, Look up. Look them in the eye and have a real conversation. It is pretty much likely that otherwise you shall program yourself to do the same in sales calls, missing valuable insights because simply you cannot focus. Give all the value and importance to a human interaction. Right here, right now. Thanks Simon Sinek.

Which one is your favourite takeaway from Inbound 2014? Do you feel more energized and ready to jump into Inbound marketing more than ever? Have we missed a takeaway which is definitely worth mentioning? Let us know in comments below.